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Social Media Marketing Seminar Atlanta, Georgia March 10, 2010

Womfire Social Media Marketing Bootcamp

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Page 1: Womfire Social Media Marketing Bootcamp

Social Media Marketing Seminar Atlanta, Georgia

March 10, 2010

Page 2: Womfire Social Media Marketing Bootcamp

▶  Social Media Marketing Consultancy ▶  Focused  on  driving  business  growth  in  the  new  landscape  

▶  Based in Cleveland ▶  Offices  in  Atlanta,  Tampa,  Detroit    

▶  Deep brand and agency expertise ▶  Sherwin-­‐Williams,  Red  Lobster,  OfficeMax,  Applebee’s,  Moen  

▶  PolyOne,  Timken,  TRW,  GE,  Hitachi,  GE,  General  Dynamics  

▶  Campbell-­‐Ewald,  Y&R,  JWT,  Bates,  Lintas    

Who We Are

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Who We Are

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Page 4: Womfire Social Media Marketing Bootcamp

What You Will See

▶  Case Studies ▶  Dutch  Boy  

▶  PraO  &  Lambert  ▶  Krylon  

▶  Some new WOMfire engagements ▶  Chili’s  Grill  &  Bar  >  Casual  dining  intenders  >  New  menu  introducSon  

▶  Hitachi  Medical  >  IntervenSonal  Radiologists/Surgeons  >  Ultrasound  

▶  Moen  Wholesale  >  Plumbing  contractors  >  IO  Digital  Shower  Spa  

▶  Conco  Paint  >  PainSng/remodeling  contractors  >  Project  sharing  

▶  Paul  Blumberg  Realtors  >  Home  sellers  >  Staging  Sps    

▶  Germ  Guardian  >  UV  Humidifiers/SaniSzers  >  Ecommerce  

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Page 5: Womfire Social Media Marketing Bootcamp

Social Media Bootcamp – Key Takeaways

▶  Customers are now in control of brands

▶  Information currency is essential to success

▶  Interactivity creates engagement

▶  There is value ... beyond the click

▶  You do not have to sell ... to sell

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Contents

▶  Why Social Media

▶  The Social Media Environment

▶  How It Works

▶  Case Studies

▶  Getting Started

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Why Social Media

▶  Brands and agencies no longer control the message ... ... Customers do

▶  Brands being shaped online through millions of conversations ▶  346 million blog readers worldwide ... 94 million U.S.

▶  Twitter +1200% / Facebook +195% / Linked in +312%

▶  67% use social media vs. 65% use email

Sources: Nielsen, emarketer, Forrester, Technorati, Mashable, JP Morgan, TNS, PQ Media

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Why Social Media

▶  70% of bloggers discuss products / brands in their conversations

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Why Social Media

▶  Social Media the most trusted form of advertising (A.C. Nielsen 2009) ▶  Consumer opinions posted online - 70% ▶  TV 62% / Newspaper 61% / Magazines 59%

▶  Where buyers are now making decisions (Forrester 2009) ▶  63% of consumers consult the Internet before making purchases ▶  91% of B2B decision-makers participate in social media

▶  Yet, brands rank low in social media influence ▶  80% of users say brands are not effectively communicating to them ▶  There is a huge opportunity to impact purchase decisions … right now

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Essential Strategy For Marketing Today

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What We Have Learned

▶  What it is not about ... ▶  Control  and  commercialism  

▶  Media  buy  

▶  Public  RelaSons  /  Selling  /  Telling    

▶  One  big  campaign  

▶  What is working ... ▶  InteracSvity  

▶  AcSve  parScipaSon  

▶  Genuine  informaSon  currency  ...  Transparency  

▶  TargeSng  …  Finding  the  right  venues  where  your  brand  fits  

▶  Tinder  ...  A  thousand  liOle  fires  

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Social Media Deliverables

▶  Campaign

▶  Impressions  –  Total  campaign  reach  

▶  Outreach  –  The  number  of  specific  groups/sites  contacted  

▶  ConversaSon  buzz  –  The  number  of  brand  conversaSons  on  the  Internet  

▶  Percent  change  blog  menSons  –  Year  over  year  brand  menSons  in  blogs  

▶  Percent  change  searches  –  Year  over  year  searches  in  Google  

▶  Followers  –  Number  of  site  followers  on  TwiOer,  Facebook,  etc.  

▶  Pre  &  post  purchase  intent  /  awareness  /  message  recall  

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Social Media Deliverables

▶  Information currency destination site

▶  Site  traffic  –  Number  of  unique  visitors  and  visits  to  desSnaSon  site  

▶  Page  views  –  Number  of  pages  viewed  ▶  Engagement  duraSon  –  Time  spent  on  site  

▶  Key  response  interacSons  –  The  number  of  responses  for  criScal  interacSons  leading  to  a  sale,  on  the  site  

▶  Opt-­‐ins  

▶  Qualified  leads  ▶  Sales  

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Page 14: Womfire Social Media Marketing Bootcamp

Why Social Media – Key Takeaways

▶  Customers are now in control of brands ... Through millions of conversations taking place online everyday

▶  Brands can effectively direct the message by influencing the influencers

▶  Focus on genuine info currency … and targeting

▶  There are many deliverables that can be measured

▶  There is a huge opportunity to influence purchase decisions right now

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The Social Media Universe

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Many Attempts To Organize the Universe!!@#$#

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Key Platforms ... Right Now

▶  Blogosphere ▶  22+  million  bloggers  ...  100+  million  readers  in  U.S  ...  Educated,  affluent,  25-­‐64  

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Key Platforms ... Right Now

▶  Social sites

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Key Platforms ... Right Now

▶  Social Bookmarking sites

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Key Platforms ... Right Now

▶  Mobile Apps

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Current Media Buying/PR Model

▶  Designed to create presence in the digital space > One way, not interactive ▶  TradiSonal  media  approach  applied  to  the  digital  space  

▶  Linear  model  that  uses  social  sites  as  media  outlets  for  messaging  

▶  AOempts  to  gain  awareness  and  gathers  followers  (followers  mean  liOle  with  no  conversion)  

▶  Misses  the  power  of  social  media  with  minimal  blogger  engagement  

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A Different Approach … Currency Centric Model

▶  Designed to provide information and/or monetary currency that consumers are searching for in their decision making process … starts with a microsite that leads to purchase

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WOMfire Currency Centric Model

▶  Constantly driving traffic to currency microsite ▶  Gains engagement with meaningful information to in-market buyers ▶  Cross-broadcasts message constantly using blogs, social, bookmarking, and content sites ▶  Broadcasts informational messages in the form of sampling / promotions / news

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Social Media – Key Takeaways

▶  Infinite universe ... A thousand points of light

▶  No one has it defined well at this point

▶  Continues to expand and change

▶  Several usable platform opportunities exist today

▶  Currency Centric Model is key

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How It Works

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How It Works

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Comprehensive Process for Conversion

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•  Find conversation areas on the web •  Assess value to brand •  Select social targets to contact

•  Develop info currency •  Find info currency already on web •  Select messages to broadcast

•  Set-up brand accounts on sites •  Twitter, Facebook, Linked in, Etc. •  Digg, Delicious, etc.

•  Outreach to targets •  Sampling / Promotional / News •  Target will then outreach to their audiences

•  Build audience continually by cross linking content between platforms •  From blogs to sites to bookmarking sites

•  Conversations continue on their own spreading virally ... geometrically

•  Continuously measure social deliverables

Target Discovery

Content Discovery

Vehicle Development

Social Broadcasting

Cross Broadcasting

Continual Broadcasting

Measurement

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My House Stinks

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Dutch Boy Refresh >My House Stinks

▶  Objective ▶  Drive awareness, purchase intent and sales for Refresh paint

▶  Strategy ▶  Target painting and decorating enthusiasts ▶  Create conversations around both product benefits and promotions

▶  Promote the product – Dutch Boy Refresh paint ▶  Promote the contest – My House Stinks

▶  Locate influencers via social media to conduct product testing, post reviews and share their thoughts

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Micro Site

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Micro Site

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Blogs

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Blogs

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Blogs

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Twitter

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Dutch Boy Refresh Paint

▶  Results ▶  Thousands of blog posts, comments, videos, and more across the web ▶  Generated over 3 million impressions with positive quality ▶  Dutch Boy sales positive vs. 2008 plus excellent retailer sell-in

April   May   June   July   August   September  

Unique  Visitors   7,241     6,933     6,118     2,583     2,274     2,930    

Total  Visitors   8,100     7,694     6,483     2,820     2,621     3,496    

Total  Page  Views   21,608     24,999     18,309     7,924     9,058     10,893    

 -­‐        

 5,000    

 10,000    

 15,000    

 20,000    

 25,000    

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My Green Palette

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Pratt & Lambert > My Green Palette

▶  Objective ▶  Drive awareness, purchase intent and sales for Pratt & Lambert paint ▶  Raise image of Pratt & Lambert as a ‘green’ paint

▶  Strategy ▶  Target architects

▶  Primarily those specifying ‘green’ paint in projects ▶  Provide them with an opportunity to

▶  Showcase their green work ▶  See others green work ▶  Keep abreast of the latest green trends

▶  All in one easy, visual place

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Micro Site

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Micro Site

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Micro Site

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Blogs

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Blogs

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Blogs

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Flickr

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Delicious

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Facebook

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Twitter

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Twitter

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Twitter Counter

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Twitter

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Buzz Monitoring – Pratt & Lambert

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Results

▶  Raised purchase intent +42% ▶  Raised awareness & green image +20% ▶  Thousands of blog posts, comments plus 1600+ architects on Twitter ▶  Generated over 1.5 million impressions with high positive quality

- 5,000

10,000 15,000 20,000 25,000 30,000 35,000

Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13

Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Total Visitors 4,781 3,656 3407 4,203 2,671 4,452 5,037 Total Page Views 18,933 14,531 13,898 17,850 13,724 31,390 11,114

Site Traffic

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My Green Palette – Key Takeaways

▶  You do not have to sell ... to sell

▶  Provide information currency in the manner that the target desires ... and they will come

▶  Social activity will continue to take place ... long after the active campaign stops

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Save Our Saturdays

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Krylon Spray Stain > Save Our Saturdays

▶  Objective ▶  Drive awareness, purchase intent and sales for the introduction of

Krylon Spray Stain

▶  Strategy ▶  Target Sports Enthusiasts, DIY/Handymen and Woodworkers

▶  Create conversations around both product benefits and promotions

▶  Locate influencers via social media to conduct product testing, post reviews and share their thoughts

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Micro Site

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Micro Site

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Blogs

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Blogs

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Blogs

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Blogs

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You Tube

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Delicious – Social Bookmarking & Sharing

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Twitter

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Conversations

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Buzz Monitoring - Krylon Spray Stain

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Results

▶  Increased purchase intent +16% ... +74% with 3-4 exposures ▶  Millions of blog posts, conversations, videos, and more across

the web … and it continues on ▶  Generated 3.7+ million impressions with high positive quality ▶  Krylon sales positive vs. 2008 … plus excellent retailer sell-in

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April   May   June   July   August   September  

Total  Visitors   6,708   5,825   8,039   3,792   4,014   4,014  

Total  Page  Views   10,097   11,366   15,123   7,451   7,929   7,929  

3,000  

5,000  

7,000  

9,000  

11,000  

13,000  

15,000  

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Save Our Saturdays – Key Takeaways

▶  Bloggers are always seeking new and interesting product news for their readers

▶  Online purchase intent research proves that there is value ... way beyond the click

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Social Media Bootcamp – Key Takeaways

▶  Customers are now in control of brands

▶  Information currency is essential to success

▶  Interactivity creates engagement

▶  There is value ... beyond the click

▶  You do not have to sell ... to sell

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Getting Started – Key Steps

▶  Decide on a product

▶  Select a specific target audience to engage

▶  Decide on one or more outreach strategies ▶  News  /  PromoSonal  /  Sampling  

▶  Develop genuine, objective information / monetary currency

▶  Develop destination page or microsite

▶  Measure and optimize continually

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Howard Zoss President

216.328.6301 [email protected]

Peter DeMichele Media Director 216.328.6309

[email protected]

Gaynell Power-O’Neil Account Director

678-777-5360 [email protected]

Thank You

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