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Social Fresh EAST 2013: Ted Rubin

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Social Fresh EAST 2013: Ted Rubin

  1. 1. Content IS the Ad, and…
  2. 2. The Content IS the Ad! 2
  3. 3. Shoppers seek information on their terms - primarily via search 3
  4. 4. Shoppers Trust Stories from People They Know. How do you leverage this?
  5. 5. The Social Media Revolution 5
  6. 6. Fans, Friends, Followers Audience? Or Asset?
  7. 7. One by One…
  8. 8. Social is a facilitator of relationships, it is not the relationship itself!
  9. 9. Return on Relationship JetBlue Gets It!
  10. 10. Return on Relationship Duane Reade Gets It!
  11. 11. Trust is Built Based on interaction Consistency True to your word, authentic, and genuine
  12. 12. 1. Listen 2. Make it be about THEM 3. Ask “How can I serve you?” 4. Aim for Ongoing Engagement 5. Know the People in Your Audience
  13. 13. Think REPUTATION, not ranking… CONNECTION, not network… LOYALTY, not celebrity.
  14. 14. A ―Brand‖ is what a business does, and a ―Reputation‖ is what people remember.
  15. 15. You know what doesn’t work for a social media strategy? NOT BEING SOCIAL.
  16. 16. Message to Businesses: Change Your Framework—Change Your Future
  17. 17. TM Keys to Marketing Now –Participate –Experiment –Engage and build relationships with key advocates (and detractors) #RonR –Measure things that matter –Have some fun!
  18. 18. TM Participate! •Media is now a full contact sport! •To understand new media tools, use them! Collective Bias employees constantly use and experiment with new tools to better understand how they work helping to be better informed for our advertisers.
  19. 19. TM The Path to Purchase is Lined with Content thegunnysack.comthreedifferentdirections.com
  20. 20. TM RonR Drives Discovery briebrieblooms.com
  21. 21. TM ROR Drives Sales adayinmotherhood.com
  22. 22. TM Organic Content is Preferred by Searchers flouronmyface.com
  23. 23. Listen for ―Moments‖ and Make it Personal
  24. 24. Content drives engagement, engagement drives advocacy & advocacy correlates directly to increased sales. ROR (#RonR) = ROI
  25. 25. A Secret to Innovation: Childlike Imagination
  26. 26. Think like a child... and change your creative mindset to one that works!
  27. 27. If you are only focused on the Money You risk completely overlooking the People Just Be Nice!
  28. 28. Want More from Social? Empower Your Employees as Brand Advocates/Evangelists
  29. 29. Social Media Value = Thinking Beyond the Campaign When someone asks me what is the ROI of Social…I ask, what is the ROI of Trust, what is the ROI of Loyalty
  30. 30. Awareness = Revenues Differentiators = Margins Authenticity = Loyalty/Advocacy All Measurable AND = Increased Sales/Profits.
  31. 31. Relationships ARE the new currency – honor them, invest in them, and start measuring your ROR!
  32. 32. @TedRubin TedRubin.com Chief Social Marketing Officer Collective Bias tedrubin@collectivebias.com Return on Relationship… ―In the connection economy, trust and relationships are the new currency. It's not a soft thing you do in your spare time, it's the heart and soul of your business.‖ ~Seth Godin, Author of Tribes
  33. 33. The next slides are only for reference purposes post presentation
  34. 34. Key Metrics +28% Sales Lift 5X ROI 19.7MM Impressions Case Study: Duane Reade Legwear The Challenge Duane Reade, a pharmacy and convenience store located in the New York metro area, was looking for fun ways to promote their existing private label hosiery line. They created a Facebook photo contest, ―Show Us Some Leg,‖ asking people to upload photos of their Duane Reade hosiery. Duane Reade was looking for online influencers to help promote the contest and the product line at their stores. Our Solution We activated our online community and the Duane Reade VIP Bloggers from Social Fabric to seed the contest with content, and promote the ―Show Us Some Leg‖ campaign. Bloggers shopped for hosiery at Duane Reade stores and shared the experience and their thoughts with their audiences, documenting everything with photos that supporting the photo contest on Facebook. Results Duane Reade saw a 5X Return on Investment for the campaign, and a 28% sales lift for the entire product line during the campaign. The content generated 19.7 mm impressions, and grew their Share of Voice against competing brands by 76%. Images +89% Share of Voice 1,948 Pieces of Content Photo: Victoria of VeepVeep.com.
  35. 35. Key Metrics 83 MM Impressions +20% Sales Lift +87% Share of Voice The Challenge Mixed Martial Arts (MMA) Elite brand merchandise is sold in all Walmart Stores in the US. This brand is the only officially licensed Ultimate Fighting Championship (UFC) merchandise sold in Walmart. MMA fans were not aware that this high-quality MMA Elite merchandise was sold in every Walmart. We worked with MMA Elite to create a program to drive awareness, trial, and sales of MMA Elite merchandise at Walmart stores. Our Solution While 75% of MMA fans are men, women make or influence 85% of purchases. We took the strategic approach of using female bloggers whose husbands and/or children were fans of MMA to help promote the brand. Our online influencers went to Walmart and shopped for MMA Elite apparel, documenting their path to purchase and sharing their story on their blog and through social media. Many had MMA fans in their household guest-post on their blog to share their passions around the growing sport. We also hosted a Twitter Party featuring MMA Athletes raising awareness about the brand at Walmart. Results We far exceeded our goals of 10,000 pieces of social content and 40 million impressions, by creating 13,635 pieces of content, with a total of 82.9 million impressions across Twitter, Blogs, and other social networks. Our program drove a 20% lift in merchandise sales at Walmart during the 4 week program. 14k Pieces of Content Photo: Laura of About A Mom 1st Page Google Results Case Study: MMA Elite
  36. 36. Key Metrics 12MM Impressions 14% SOV Increase 3X Increase in Conversation The Challenge Develop an interactive and dynamic version of the traditional FSI that paired highlighted items with online social content about how to use those items. With Print circulation dwindling, investing in inserts is becoming increasingly inefficient. Smart and Final sought to move that experience, and that audience, to their website and increase circulation. Our Solution We created our online version of an FSI – an RSI, a Retail Social Insert. This unique web experience recreated the familiar look and feel of a newspaper insert, but highlighted prepared content from our community highlighting the top items from the insert. Customers could instantly find high quality engaging content on items on special. Content was syndicated and shared across social channels, making the RSI site a hub of conversation across the web. Results The RSI drove online impressions to grow 300% immediately, generating 12 million impressions. Images 7,180 Pieces of Content Photo: www.504main.com Case Study: Smart & Final RSI
  37. 37. Key Metrics 27MM Impressions 1st Page Google Results 2.5 X ROI The Challenge Cookie’s Kids is a children’s department store located in the New York Metro area. With 5 locations, they were looking to online sales to grow their business. They had seen some success in being a low-cost leader in School Uniforms, but were looking for an effective and cost-efficient way to drive sales and use social media to gain market share from their online competitors. Cookie’s Kids looked to us to use social media content as a way to drive sales, not just awareness, during the Back-to-School season. Our Solution Through our Social Fabric® community of online influencers and content producers, we activated 35 Cookie’s Kids advocates to create content showcasing Cookie’s Kids great value and wide selection of fashionable children’s clothing. With content geared toward general awareness, school clothing, and school uniforms, our community members shared their favorite outfit ideas, and huge savings over other retailers via blogs, Twitter, and Pinterest. In addition to the 35 advocates, Cookie’s Kids was included in a digital Back-to-School eGuide for Moms. The Mom’s Guide was produced by celebrity bloggers and featured four brands, including seven Cookie’s Kids products. Each product was endorsed by a celebrity blogger. The eGuide was promoted through the celebrity blogger networks as well as 20 Social Fabric influencer’s networks creating additional exposure for Cookie’s Kids. Twitter Parties were also held to promote these themes, which resulted in an increase in sales after each one. Results Through ongoing media produced for Cookie’s Kids, using a combination of longer-tail social tactics like Pinterest and blog posts, along with even-based Twitter ―pulsing.‖ Collective Bias enabled Cookie’s Kids to reverse a sales decline during a peak month, and drive incremental sales. Images +12% Share of Voice 10,626 Pieces of Content Photo: http://www.roastedbeanz.com. Case Study: Cookie’s Kids
  38. 38. Key Metrics +30% Sales Lift 1st Page Google Results 31MM Impressions The Challenge Develop a social media campaign for Tyson to drive awareness and trial of new Mini Chicken Sandwiches in a limited number of Walmart stores. Tyson also wanted to educate customers on how to properly prepare the product. Our Solution A total of 176 foodie and lifestyle bloggers were activated over 12 weeks to create content about the fun new product. They shared recipes and personal stories about how they used the Mini Chicken Sandwiches, focusing on the product as a quick after school snack, quick dinner or lunch and an on-the-go breakfast item. In addition to the blogger activation, we had two Twitter parties and engaged two external communities - Mom Spark and Macaroni Kid. Results Tyson experienced a 30% increase in units per store per week (UPSPW) in just 4 weeks. Towards the end of the campaign we promoted an in-store co-op demo, which resulted in a 54% increase in UPSPW. See content on Pinterest +76% Share of Voice +54% UPSPW Post Demo Case Study: Tyson Photo: thanksmailcarrier.com
  39. 39. Key Metrics +37% Sales Lift 32MM Impressions The Challenge Increase awareness and drive traffic to ―The Walmart Ice Cream Social‖, an in-store demonstration event focusing on Nestle’s Dreyer’s, Edy’s and Drumstick ice cream at Walmart during Memorial Day and Independence Day weekend. Our Solution A total of 110 lifestyle bloggers were activated to create content around Nestle ice cream and the in-store demos. Participants were challenged to have their own ice cream social to coincide with the Walmart demos across the country from Memorial Day to Independence Day. Bloggers increased awareness and traffic to the holiday demos with content shared on their blog and social networks. Social Fabric® ice cream lovers created content, weaving the products into their own ice cream socials providing a constant buzz of conversation between the two demos. Results The plan was to increase the sell-through rate on Walmart in-store demos, promote the products, and amplify advertising messages on existing media. In addition to the social influencer activation, we hosted an hour-long Twitter Party that served as a quick pulse of content to generate additional impression for the brands and demos. Images Photo: Thegunnysack.com +13% Share of Voice Case Study: Nestle Ice Cream
  40. 40. Key Metrics +37% Sales Lift 3-week extension of Walmart exclusivity 477MM Impressions The Challenge Create a social media program to help promote the trail and sales of Orville Redenbacher’s new Pop Up Bowls product in Walmart and enhance existing media spends through social conversation and content creation. Our Solution We activated 70 party loving Social Fabric® to help promote the new Pop Up Bowls product as a ―March Madness‖ snack. Bloggers received the product before it launched in store to create buzz and excitement. After launch, Party BluPrints (PBP) created a Superbowl, Oscar and March Madness party blueprint featuring the Pop Up Bowls. Bloggers then documented their path to purchase and emulated a party based on PBP’s bluprints. In addition to the campaign content, PBP was featured on The Today Show, which ignited a conversation online. In addition to content, we held a Twitter Party and ran a Facebook sweepstakes to generate awareness for the new product. Results Share of Voice: While the campaign increased Orville Redenbacher’s online share of voice by 5%, we saw a 26% increase in its share of voice in relation to Walmart during the same time period. Shelf Impact: The social buzz created an increased demand for the product and the Pop Up Bowls received a 3-week extension of Walmart exclusivity. Images +5% Share of Voice +26 Share of Voice in Relation to Walmart Case Study: Orville Redenbacher
  41. 41. Key Metrics 195MM Impressions +46.5K Facebook likes 19.7MM Impressions The Challenge Duane Reade is a regional drugstore in the New York region with more than 230 stores. They were seeking a way to create a scalable content production solution to build local awareness, publicize their store events, special deals, and vendor partner activations. Since Duane Reade is a regional retailer, they needed a social activation and content producers to be as local as possible. Our Solution Collective Bias created a media program using select local influencers over a seven month period to create ongoing content around Duane Reade products and promotions. Coordinated with Duane Reade’s marketing calendar, we produced content focusing on key Duane Reade products and themes and created the new ―Look Boutique,‖ a microsite aggregating all the social content into one place. Results The Collective Bias media program drove over 47,500 brand mentions, resulting in 195MM impressions of Duane Reade content online at a CPM of $1.28 to generate the same number of impressions, and achieve similar reach in traditional media, the retailer would have had to purchase over $4.9 MM in ads at a $25.13 CPM from USA Today, for example. While Duane Reade carved out a respectable 2% Share of Voice, compared to retailing giants Walgreens, CVS, and Rite Aid, it actually owned 26% of total impressions generated among these industry competitors thanks to the media reach generated by its Collective Bias influencers. Images +2% Share of Voice 47,515 Pieces of Content Photo: http://www.mandiialamode.com Case Study: Duane Reade VIP Bloggers
  42. 42. Key Metrics +67% Sales Lift 15MM Impressions The Challenge Drive awareness and trail of Glidden’s paint ―Testers‖ at a limited number of Walmart stores. Our Solution We developed a content marketing plan to increase awareness of the product and drive traffic to a digital coupon for two weeks. We activated 30 lifestyle and do-it-yourself influencers to makeover their room of choice by completing various design ―challenges‖ to promote the digital coupon and the Glidden Testers at Walmart. Challenges ranged from ―Break the Color Rules,‖ ―The Big Reveal,‖ and ―The Color Challenge‖. In each challenge, bloggers wrote a ―before‖ post asking readers to help choose the paint color among three Glidden Testers. Participants documented and shared their progress with their audience along the way. The final post was an ―after‖ post revealing the finished makeover. Results Sales Lift: The program drove a sales increase of 67%, and the attractive user-generated content from this campaign drove the Glidden Brilliance Paint to its first $1 million weekend ever at Walmart. +12% Share of Voice Photo: www.tonyastaab.com. Case Study: Glidden
  43. 43. Key Metrics 16MM Impressions 3.5MM Blogger Impressions 12.3MM Twitter Impressions The Challenge Raise awareness for Kmart’s budget-friendly, high-quality outdoor living products with the goal of helping Kmart reposition its brand to be top-of-mind for outdoor living shoppers. Our Solution We tapped 40 highly visible online lifestyle and design influencers to make over their backyards with Kmart Outdoor Living products. They teased out their projects with before photos and a guess-the-retailer post for their readers. A final post with after photos and the big retailer reveal detailed for readers how they could recreate the makeover. Results The content sparked online conversations about quality and variety of selection at Kmart. As a result, Kmart’s brand perception increased in the outdoor living category. The campaign broke down quality and style barriers and put Kmart in the consideration set for patio furniture with the audience and promoted Kmart’s central message, ―This is Kmart.‖ Images 2.4K Pieces of Content Photo: bubblynaturecreations.com 859 Flickr Views Case Study: Kmart Outdoor Living

Hinweis der Redaktion

  • 49% of online adults say they learn about food via social networking47% say they've searched for online/digital coupons/specials, while 42% say they've searched online recipes. Among Millennials, online media resources have overtaken print (such as magazines or cookbooks) and food TV shows as their most valued sources of inspiration when it comes to food. Source:Hartman Impact of Social Technology on Food Culture Feb 2012
  • Social Media has changed the way people produce and consume content and connect with each otherExperts and editors no longer curate the majority of mediaShoppers instead produce content and self-curate the media they want to consume
  • Most followed drug store on Twitter. Engaging content. VIP program. We use our Social Fabric®, a community of influential shoppers, to create rich content about your product.
  • Rachel Rockwell, Bubbly Nature Creations. This image is from an Elmer’s campaign. Elmer’s is a great example of a brand who listens to their community. Specific example – paper cutter. Elmer’s noticed their paper cutter product was being returned or left on the shelf opened or damaged. Through their relationship with their shoppers, Elmer’s was able to figure out what the problem was and was able to fix it. Shoppers wanted to play with the product to see how it worked. (SIDE NOTE TO TED: Elmer’s is not a client anymore, but was for a long time. From Monica – they are a little weird about CB using them in examples. I think if you are general it’s fine.)
  • Collective Bias… Nike Fuel Band & PATH as company intranet
  • "The ROI of Social Media is Your Business Will Still Exist in 5 Years." ~Erik Qualman (@equalman)
  • Please keep a few. I’ll let Ted choose which ones to keep.

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