ComBlu Social Marketing

Introducing

Social

M a r k e t i n g.© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)

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Y The ComBlu Sweet SpotSpecializes in creating advocate-based social marketing programs and social business initiatives

Determine best community strategy: build, buy or rent

Build and optimize social platform(s)

Identify and activate customer evangelists and influencers

Engage them as a channel of influence that impacts loyalty and affinity

Measure impact on sales, reputation or mission

Generates ROI ≥ 300%

ComBlu has built and manages over 26 communities in 20 languages with over 10 million members

© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)

Potential Applications

3© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)

Social Marketing Disciplines: Summary

BrandAwareness Insights Innovation

“Customer” Experience

IssueManagement

EngagementAdvocacy Recruitment

Collapse “Sales” Cycle

Purchase

Share

H L L L M L H L LReferral

Pass Along

H L L L L L H L LBuzz

Marketing

L M L L H H H L LGrassroots/

Netroots Marketing

L H H H H L H L LConversation Insights

M H M L M M H H HSocial Networking

M L M L H H H L LInfluencer Marketing

M H H H H H H H HOn Domain Community Marketing

H H H H H H H H HOff Domain

Social Marketing

Social Mapping

LISTENING PROCESS

Monitor

Topics

Venues

Influence

Sentiment

ENGAGEMENT

OFF DOMAIN

Competition

Issues

Legal implications

Conversations Content WOM

Mass Social Media

Aggregation sites

User-generated communities

Partner properties

Advocate Recruitment

ENGAGEMENT

ON DOMAIN Aggregate/Syndicate

Conversations/Content

Advocate Activation

Audience Needs/Wants

Content Taxonomy

Advocacy

Brand Positioning WOM

Peer-to-peer mentoring

Drive Recruitment

FeedbackDrive Experience &

Innovation

Service quality

Innovation

Stakeholder insights

TaggingLinks

Tagging


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Y Community Personas

70%

Co

llec

tors

10%

Cre

ato

rs

Participate in select activities, contribute information from

outside the community

Recruit others, share information, spread WOM

Create content, organize community,

mentor others

Awareness of Brand

Consideration of Brand

Customer Satisfaction:

Story Consumers

Consideration

PreferenceConviction

Customer Loyalty: Customer Affinity:

StorytellersBrandConversations

Source: Li, Charlene, and Bernoff, Josh. Groundswell: Winning in a World Transformed by Social Technologies. Boston: Harvard Business Press, 2008.

I like you I recommend you I defend you

20%

Co

nn

ecto

rs

10%

Cre

ato

rs

&

C

riti

cs


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Y Social Engagement

Feedback Advocacy Support

Drives innovation, product quality &

financials

Drives marketing effectiveness

Improves customer experience,

reduces cost of support

Three Pillars of Social Engagement


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AdvocacyCommunity

engagement intended to influence

transactional behavior

• Increase reach • Drive preference • Reduce churn• Drive sales

FeedbackFeedback or comments

provided by the members that are intended to have influence e.g., product or

community feedback

• Increase quality• Decrease time to market

SupportContent that solves

problems and answers questions (customer

support, how-to’s and tips)

• Revenue influenced by community members

• Positive brand and/or product comments

• Desired actions taken (downloads, sign-ups, trials, product-bundling, etc.)

• Link-backs• Pass-along rates• Return visits

• Reduce number of bugs• Rapid response to

product quality issues

• Link-backs• Increase response time

• Positive UGC• UGC Volume

Thre

e M

ost

Com

mon

Met

rics

Per

Lite

ratu

re R

evie

wA

ddit

iona

l M

etri

cs

• Number of customer service problems solved

• Number of technical support questions answered

• Cost savings with tech and customer support

• Number of views and comments (blogs, forums and content posts)

• Volume and frequency of product feedback/R&D ideation

• Financial value of R&D input

• Audience growth (via referral)

• Page views/time on page or site

• Response times

Health & WellnessIndicators of community

vitality and sustained activity

Three Most Common Metrics By Pillar and Health and Wellness:

Community ROI

• Reduce customer issues

• Increase satisfaction and loyalty

• Decrease bounce rates

• Grow and sustain engagement

• Track sentiment and conversations


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Core Social Performance Index™ Metrics

ROI/

KPIs

CO

RR

EL

AT

ION

S

INTE

GRA

TED

SCO

RECA

RD

•Revenue generation

•Lead generation

•Decrease costs

•Collapse sales cycle

•Brand preference

•Decrease in churn rate

•Increase LTV

Aligned with Business Drivers

Related to Quality of Community Experience• # of advocates and members

• Volume of UGC

• Volume of highly rated UGC

• Points earned

• Participation levels in events, contests and challenges

• Frequency of member engagement and community visits

• Answer rates

™

Tracks 4 major community performance categories:

Advocacy, Feedback, Support & business KPI’s

Tracks activity on demand(real time) and in regular

time periods (i.e. monthly)as well as, annual trending

Available as a web service whichGenerates CPI scorecard. Scorecard is translated intoSocial Marketing Dashboard


Sample Social Performance Index™ (SPI) Metrics Scorecard Sample Social Performance Index™ (SPI) Metrics Scorecard

Master Scorecard showsSPI index scores,global sentiment,

aggregated communityperformance trending,

business and engagementresults

SPI Trends, Scores and Highlights by market

Data points from both sponsored

communities and social media

channels

Sample Cloud Cover™ Sample Cloud Cover™

Share of Voice

Sentiment

Activity and Verbatims

Topics being discussed, the companies and people in the

spotlight, and the key conversations happening.

The output from this report provides insights for such things as:

Content strategy

Web site content taxonomy

Conversation engagement strategy

Thought leadership approach

Innovation and customer experience refinement

Identification and recruitment of customer fan base

Issue management

Word-of-mouth marketing

Increase in-store traffic resulted from pilot community campaign in Region B.

Action:

Expand pilot to 10 more regions.

Trends over the past 6 months continue growth in customer engagement that directly impacts community-generated revenue.

Action:

Increase community engagement, specifically by adding community campaigns and rewards.

Store TrafficTwitter

Region B: Community-Generated Store Traffic

Cost savings decreased as a result of the number of customer SMEs participating in support community.

Action:

Re-engage and build customer advocate base. Specifically need to recruit more creators and critics for support actions.

<Project Name> Conversation Alerts<Project Name> Mentions

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J:\proposals\generic\Measurement\Sample Dashboard.ppt

Analytics: SPI Analysis and Actions Analytics: Cloud Cover

Sample SPI™ Dashboard


Sample Social Marketing Dashboard™Sample Social Marketing Dashboard™’s

SPI Trends, Scores and Highlights

Link to SPI Scorecard Representative Activity and Verbatims

Social Media Activity Results

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CaseS

t u d

y


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Y Situation

Consumers ≠ understanding of power and range of Windows products

MSFT ≥ 1,500 ways for people to learn

Consumers want to hear real stories from other consumers

Impossible to cull stories from millions of consumers

Strategy: Tap advocates to tell stories for us!


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Spread WOM about Windows

Provide customer voice to Windows experience

Educate others about Windows products/benefits

Showcase how they use multiple products in real life situations

Rate contributions of other advocates

Receive recognition and rewards for deep engagement

ADVOCATES

Windows Live Community


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Y The Clubhouse Advocate Community

My Clubhouse • Find Others Like Me • Clubhouse Q&A • Groups• Product Councils• Beta Sign Up• Support Qs

Community Manager• Posts Challenges, Contests

& Events• Health & Wellness• Manages Content Slots

Reputation Management• Highly Rated• Content Creation• Display on Web Properties• Featured Member• Challenge Submission• Challenge Wins

The Advocate

Create & TagUGC

Points Earned

Partner PropertiesMobile.com

.com

Highest Rated

Points Earned Points Earned Points Earned

• Managed Betas• Product research• Product innovation• Service enhancements• Marketing effectiveness

Feedback• UGC surfaced on

designated properties• Content = RSS enabled

allowing catching sites to surface UGC

Advocacy• Answered questions • Report issues • Contribute to support

catching sites • Contribute questions for

advocate input

Support

Windows, Windows Live and Windows Clubhouse are trademarked property of Microsoft Corporation

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.Windows live com

17Windows, Windows Live and Windows Clubhouse are trademarked property of Microsoft Corporation

http://www.windowslive.com/Home

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Y Windows Live Photo Gallery


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Y Photo Gallery Post


UGC Syndication

Increase click thru 43%

Link-backs drive 30% web traffic

Drive advocate recruitment & web

traffic

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Y Analytics: How Do We Monetize?

Decrease direct cost to service & support

Increase # of Live IDs

Drive preference and awareness of depth and range of products

Increase click-through on ads

Stimulate product downloads


Scorecard

S e r v i c e s


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Y Strategy

Strategic Planning

Landscape Reviews

Competitive Analysis

Community Strategy

» Branded

» Non-Branded

» Long-Tail Programs (organic community strategies and execution)

» Aggregation Hub

» Employee Communities

Services


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Y Identification

Advocate and Influencer Identification

Advocate and Influencer Segmentation

Advocate Taxonomy

Services


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YVoice of the Customer

» Advocate Engagement

» Testimonials

» UGC: Creation and Syndication

Online and Social Media Marketing

» Social Networking Campaigns

» E-mail Campaigns

» Book Marking

» Viral Marketing Campaigns

» V-cast and Video Sharing

» SMRs

» Podcasts

» Webinars

» SEO

Engagement

Services


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YHealth and Wellness Index

ROI

» Community ROI

» Customer LTV

» Advocate LTV

» Dashboard Design and Generation

Predictive Modeling

Performance Benchmarking

Community Optimization

Social Media Monitoring

News and Trend Monitoring

Analytics

Services


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Y Questions?

For further information, contact:

Kathy Baughman

ComBlu

312-649-1687

[email protected]

Steve Hershberger

ComBlu

312-649-1687

[email protected]

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