Social marketing decklet 2 8-11

© 2009 Deutsch Inc. All materials proprietary and confidential.

Building a New Paradigm for Consumer Engagement

Social Media Goes Mainstream

2© 2009 Deutsch Inc. All materials proprietary and confidential.

FLUENT IN SOCIAL MEDIA

Conversation Monitoring and Optimization

Community Management Content Management Interactive Production Social Media Partnerships Content Seeding Social Media Strategy Technology Services

- Site development- E-marketing- Tracking/reporting


Building a New Paradigm for Consumer Engagement

All Media is Social

The Social Marketing Spectrum

Simple Steps to Developing a Social Marketing Program

Keys for Success


All Media Is SocialAll Media Is Social

General Media

Social Media Advertising

Social Media Marketing

All Media Is Social


The Evolved Marketing Funnel Is Social

Traditional Marketing FunnelTraditional Marketing Funnel

Today’s Marketing SpiralToday’s Marketing Spiral

Source: Forrester, David Armano, darmano.typepad.com


Social Marketing Spectrum

Baseline activity Deep immersion

MONITOR PROMOTE CREATE JOIN DISCUSS INVOLVE

Monitor Brand Speak, Awareness

Ads on Social Media Sites

Widget Branded Profile Public Bulletin

Boards

Create & Manage Community

Track Competitive Activity and Share

Paid Placement Apps UGC Videos Public Forums Private Bulletin

Boards/Forums

Track Share of Conversations

Sponsorships Podcasts Third-party Blogs Blog with

Discussion Webcasts/

Webinars

Blogs

Microblogging

RSS Feed

Produce Viral Video

ONE-WAY (BRAND → MANY CUSTOMERS) MULTI-WAY (CUSTOMER ↔ CUSTOMER ↔ BRAND ↔ CUSTOMER)

PUSH PARTICIPATORY

BRAND/CORPORATE CONTROL OTHERS CONTROL

LOW RISK HIGH RISK




• Positioning, Segmentation, and Creative Discovery– Demographic and behavioral profile of existing

consumer base– Identifying common themes and perceptions relative to

all brands in an industry– Understanding the impetus for consumer stages—

awareness, consideration, purchase, advocacy, and switching

• Performance Tracking and Predictive Modeling– Monitoring brand health, sentiment, awareness, and

consideration– Tracking competitor performance and share of

conversations– Discovering and tracking the best leading indicators

for sales, share, and household penetration changes• Crisis Management and Avoidance– Real-time tracking of consumer conversations and

influence vs. baseline– Isolating and defining key consumer concerns as a

reaction to a crisis– Early identification of negative conversations and

unexpected issues



Social Media: Listening to the Voice of the Consumer

Online Mainstream Media

Discussion Forums Blogs

Micromedia

Real-time Social Media Monitoring

Search Term Based Conversation Analysis

Dashboard Development


SEARCH TERM: BRANDSOURCE Baseline High Low 7/24 7/25 7/26 7/27 7/28 7/29 7/30

Total 83,729 713,245 29,679 61,327 84,281 110,987 102,970 2,553,295 104,372 94,599 Mainstream 11 238 1 1 - 1 - - - -

Blogs 312 1,766 66 414 474 577 552 395 385 304 Forums 14,876 55,447 132 7,256 7,690 6,423 18,558 6,058 4,305 1,573 Twitter 68,531 698,157 17,950 53,656 76,117 103,986 83,860 2,546,842 99,682 92,722

Total 861 1,317 205 820 914 946 957 1,031 918 759 Mainstream 3 50 - 1 - 1 - - - -

Blogs 109 207 55 182 194 179 196 170 156 145 Forums 468 809 14 370 359 352 368 443 377 124 Twitter 281 444 134 267 361 414 393 418 385 490

SEARCH TERM: PRODUCTSOURCE Baseline High Low 7/24 7/25 7/26 7/27 7/28 7/29 7/30

Total 2,919 22,060 177 17,178 1,654 2,126 4,837 18,802 1,429 10,841 Mainstream 2 43 - - - 2 - 2 - -

Blogs 95 1,419 29 70 94 65 103 148 96 127 Forums 1,058 20,025 49 207 382 239 170 295 347 83 Twitter 1,764 9,437 - 16,901 1,178 1,820 4,564 18,357 986 10,631

Total 103 211 33 96 115 102 108 152 94 93 Mainstream 1 10 - - 2 - 1 - -

Blogs 59 171 28 53 49 45 70 71 47 56 Forums 37 87 13 22 42 43 23 49 36 19 Twitter 7 22 - 21 24 12 15 31 11 18

BASE TERM: COMPETITOR ASOURCE Baseline High Low 7/24 7/25 7/26 7/27 7/28 7/29 7/30

Total 81,242 1,135,795 23,984 54,533 68,772 42,953 95,970 50,248 78,550 49,238 Mainstream 4 58 - 2 2 - 2 - 8 -

Blogs 131 482 24 171 109 181 196 136 192 156 Forums 9,979 68,256 20 2,989 10,449 1,431 23,947 5,010 2,113 442 Twitter 71,128 1,134,354 16,434 51,371 58,212 41,341 71,825 45,102 76,237 48,640

Total 447 778 251 490 474 499 589 519 550 425 Mainstream 1 14 - 1 2 - 2 - 8 -


BASE TERM: COMPETITOR BSOURCE Baseline High Low 7/24 7/25 7/26 7/27 7/28 7/29 7/30

Total 9,244 39,471 1,901 8,899 40,056 45,458 19,829 56,079 47,974 17,338 Mainstream 2 83 1 - - - - 4 3 -

Blogs 73 862 9 29 69 161 140 117 153 68 Forums 1,802 21,097 7 227 512 294 167 271 28 28 Twitter 7,367 32,999 975 8,643 39,475 45,003 19,522 55,687 47,790 17,242

Total 124 945 56 130 118 158 153 205 145 139 Mainstream 1 7 1 - - - - 1 3 -


BASE TERM: COMPETITOR CSOURCE Baseline High Low 7/24 7/25 7/26 7/27 7/28 7/29 7/30

Total 2,919 22,060 177 31 1,654 2,126 4,837 19,514 1,429 213 Mainstream 2 43 - - - 2 - 2 - -

Blogs 95 1,419 29 70 94 65 103 148 96 127 Forums 1,058 20,025 49 207 382 239 170 295 347 83 Twitter 1,764 9,437 - 16,901 1,178 1,820 4,564 487 986 3

Total 103 211 33 96 115 102 108 152 94 93 Mainstream 1 10 - - 2 - 1 - -

Blogs 59 171 28 53 49 45 70 71 47 56 Forums 37 87 13 22 42 43 23 49 36 19 Twitter 7 22 - 21 24 12 15 31 11 18

Unweighted Mentions- All postings or tweets that contain the keyword or keyword(s). Every mention is treated equal.Weighted Mentions- To account for the

relative influence of

Baseline- 90 day average 2/25 - 5/20. Total mentions for the period divided by 90.

*Definitions High- Total mentions in the busiest day over benchmark period.

Low- Total mentions in the lightest day over the benchmark period.

Mainstream- Internet newspaper or news portal sites. General audience sites.

Blogs- Websites maintained by a single person with regular updates.

Forums- Websites with multiple contributors in a topic and discussion format.

Twitter- Micromedia blogs where postings are shorter and more frequent.

Search Term- The search term(s) in a query, all counts will include this term for the particular section.

WEEK 5

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Social Media Report: Week 5 (7/24 - 7/30)Executive Summary

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TEST COLOR CODING

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-For 7/10, unweighted mentions continued to decrease, while weighted mentions increased due to a single Twitter posting with a high number of followers. Unweighted mentions decreased 21% vs. yesterday and were 32% below baseline. Weighted mentions were 7% higher than yesterday and 98% higher than baseline due to a Tweet with roughly 83,000 followers (50% of total weighted mentions). 55% of the weighted mentions comes from 0.5% of the unweighted posts (see chart bottom right). Overall, mentions were below the 90 day high. The biggest decline for mentions vs. yesterday were in mainstream articles (-75%), which only had 1 article unrelated to the current news story.

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Competitor C

Competitor B

Competitor A

BRAND

Baseline

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7/30

1. Does day exceed 90 day high?

2. Is day between 2x and 3x higher than baseline?

3. Is day over 3x higher than baseline?

Executive Summary with key findings for the most recent day, as well as trend changes.

Executive Summary with key findings for the most recent day, as well as trend changes.

Daily Mention Volume by channel, weighted and unweighted.

Daily Mention Volume by channel, weighted and unweighted.

90-day Baseline (average), as well as 90-day high and low for comparison.

90-day Baseline (average), as well as 90-day high and low for comparison.

Alerts for days that exceed the 90-day high or 2x the 90-day baseline.

Alerts for days that exceed the 90-day high or 2x the 90-day baseline.

Trends of keyword mentions for the last 7 days.

Trends of keyword mentions for the last 7 days.

Trends of sentiment for the last 7 days.

Trends of sentiment for the last 7 days.

Key Metrics Activity/volume Conversation topics Conversation sentiment

Competitive data Source of volume

Social Media: Crisis Tracking Template


Highlights & Observations Alert Color Coding

Current Week Baseline High Low# of Messages 810 810 1,487 282

Groups 7 6 16 1

Blogs 60 78 121 60

Boards 58 54 69 44

Traditional Media 551 623 1,061 454

Twitter 134 187 268 131

% of Total MessagesGroups 0.9% 0.6% 2% 0.1%

Blogs 7.4% 8.7% 12.6% 6.9%

Boards 7.2% 6.0% 8.0% 3.3%

Traditional Media 68.0% 64.6% 74.2% 56.1%

Twitter 16.5% 20.1% 26.6% 14.1%

Share of Voice 3.0% 2.4% 3.4% 1.5%

Groups 0.6% 0.5% 1.1% 0.1%

Blogs 1.3% 1.4% 2.3% 1.0%

Boards 1.5% 1.0% 1.5% 0.7%

Traditional Media 3.9% 3.7% 6.1% 2.6%

Twitter 4.1% 4.1% 7.1% 0.8%

Overall Sentiment Score 1.90 (0.29) 5.00 (5.00) Competitor A Current Week Baseline High LowGroups - - - - # of Messages 6,843 9,601 15,625 6,449

Blogs 0.30 (1.24) 1.70 (5.00) Share of Voice 25% 30% 45% 23%

Boards (5.00) (2.09) 5.00 (5.00) Overall Sentiment Score (0.50) (1.10) (0.30) (2.30)

Traditional Media 1.40 1.53 3.50 (0.00)

Twitter 2.50 0.43 2.50 (3.10)

Competitor B Current Week Baseline High LowBrand Discussions # of Messages 14,561 17,089 22,765 8,101

Current Week Baseline High Low Share of Voice 54% 51% 60% 39%

Product A 29 48 102 9 Overall Sentiment Score 2.20 1.37 3.20 (1.20)

Product B 10 20 61 3

Product C 192 195 468 10

Product D 316 250 604 31 Competitor C Current Week Baseline High LowProduct E 5 10 18 3 # of Messages 417 490 918 216

Product F 16 16 34 3 Share of Voice 1.5% 1.4% 2.1% 1.0%

Product G 14 21 46 13 Overall Sentiment Score - 0.36 3.30 (1.20)

Topic A 130 111 213 19

Topic B 13 27 102 2

Topic C 177 97 177 10 Competitor D Current Week Baseline High LowTopic D 40 18 42 - # of Messages 3,447 3,552 4,641 1,839

Topic E 2 1 6 - Share of Voice 12.7% 10.8% 13.4% 8.7%

Attribute A 82 62 116 3 Overall Sentiment Score (0.50) (0.75) 0.80 (3.40)

Attribute B 2 1 3 -

Attribute C 5 10 22 2

Attribute D 53 57 118 7 Competitor E Current Week Baseline High LowKey Topic A 76 106 216 23 # of Messages 995 1,110 1,653 584

Key Topic B 37 77 198 5 Share of Voice 3.7% 3.4% 4.1% 2.7%

Key Topic C 76 106 216 23 Overall Sentiment Score 1.6 (0.78) 1.60 (4.20)

Key Topic D 37 77 198 5

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Current Week (vs. 60 Day-Weekly Baseline)Alert

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60 Day

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Competitive Landscape

60 Day

60 Day

Social Monitoring Dashboardweek ending 11/28/2009

Brand Snapshot Alert(current wk vs.

baseline)

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Weekly Trend (vs. 60 Day-Weekly Baseline)

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>=1 Std DeviationBelow Baseline

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>=1 Std Deviation Above Baseline

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Product A Product B Product C Product D Product E Product F Product G

Current Week 60 Day Baseline

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Competitor E

Competitor D

Competitor B

Competitor CCurrent Week 60 Day baseline

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9/27 10/4 10/11 10/18 10/25 11/1 11/8 11/15 11/22Groups Blogs Boards Traditional Media Micro Blogs

60 Day High

* Note:Traditional media baseline comprised of 30 days of historical data

PNC conversation volume decreased 16% w/w, with 810 messages posted across all CGM types (vs. 964 week prior); volume matched the 60-day weekly baseline and remained below the 60-day high of 1,487(observed in mid-October)

Few messages discussed PNC and Black Friday in the same context- An exception was a posting which contained a quote from Stuart Hoffman, chief economist at PNC, about Black Friday guidelines and the economic recovery (quote: "It's hardly a rip-roaring recovery,..usually

coming out of a recession you get growth more like a rodeo”)- Interestingly, on the topic of Black Friday, ING Direct ran a Black Friday promotion that generated a good deal of buzz. ING Offered $121 for signing up for their Electric Orange Checking Account, an amount that

was chosen based on the average amount consumers pay in overdraft fees annually. The PNC Bank Bonus – $75 Promotion was mentioned in several of the same articles.

Traditional Media and Twitter remained the top CGM sources, accounting for 68% and 16.5% of total PNC messages, respectively- Traditional media message topics were dominated by articles on the GDP and US consumers signaling modest rebound- A number of Twitt er users posted messages on PNC Fees associated with ATMs, Account Overdrafts and Check Reorders. Also worth noting, two tweets were posted on ‘banking with PNC because they have

iPhone apps and [other banks in the area] do not”

Overall SOV increased slightly to 3.0%, the 4th consecutive w/w increase observed since wk ending 10/24, when SOV was 2%- Although SOV in Boards reached a new 60-day high this week, the number of postings in this CGM type remained on par with the 60-day baseline, indicating the higher SOV was the result of fewer weekly

postings for competitive brands (primarily BofA)

Overall Conversation sentiment improved w/w, but remained within 1 standard deviation of the baseline, and considerably lower than the 60-day high of 5.0 (which was observed in early-October) - Sentiment in Boards reached a new 60-day low. A fatwallet.com board thread was responsible for the drop in sentiment. The thread contained messages that discussed fraudulent activity tracked in a forum

user’s PNC checking account, and PNC’s lack of effective customer support (thread can be accessed here: htt p://www.fatwallet.com/forums/finance/951229/?newest=1#last)

The number of message postings for the PNC Home Purchase topic reached a new 60-day high. Three topics within Home Purchase were primarily responsible for the increase in message volume:- On 11/23, it was reported that Capmark Financial Group Inc. would sell its mortgage servicing business to a Berkshire Hathaway. A Capmark attorney mentioned in the report that the company negotiated

with Midland Loan Services, a unit of PNC Financial Services Group Inc.- On 11/25, it was reported that that NCC obtained the foreclosure judgment on Nov. 12 against Fort Lauderdale-based Glenn Wright Construction & Development. - PNC was mentioned in a syndicated article published by AFP titled ‘US regional banks grow on the cheap amid crisis’, which referenced the sub-prime mortgage crises (article can be accessed here:

htt p://news.yahoo.com/s/afp/20091122/ts_alt_afp/useconomybanking_20091122031828)

- PNC+National City Conversion message volume decreased w/w, from 363 messages to 113 messages (within 1 standard deviation from the 60-day baseline, above the 60 day low)- A conversion press announcement was released by PNC on 11/15 and was responsible for the majority of messages posted last week (“PNC Completes First Phase of National City Conversion; Bank Announces

Dates of Remaining Phases in 2010”; htt p://sev.prnewswire.com/banking-financial-services/20091116/NE1100216112009-1.html). The announcement has since been taken down on many sites, and is reason for the w/w decrease in message volume

TD Bank message SOV increased to a level that was more than 1 std deviation from the 60-day baseline- TD Bank opened at 6:00 A.M. on Black Friday November 27 to Serve its Customers on the Busiest Shopping Day of the Year, which generated a slight buzz and contributed to the w/w increase in SOV

Social Media: Performance Tracking Template

Brand Snapshot: Conversation volume, SOV, sentiment, by source

Brand Snapshot: Conversation volume, SOV, sentiment, by source

Brand Discussions: Conversation volume by product/topic/attribute

Brand Discussions: Conversation volume by product/topic/attribute

Competitive Snapshot: Conversation volume, SOV, sentiment, by competitor

Competitive Snapshot: Conversation volume, SOV, sentiment, by competitor

Executive Summary of key findings

Executive Summary of key findings


Social Marketing Spectrum Paid Social Media: Promote, Create, Join Existing and Standardized Opportunities

Social Media Platforms Widget & Apps Networks

Players MySpace LinkedIn Bebo

Facebook Flickr My Life

AppsSavvy Slide

BuddyMedia VideoEgg

Description

The entity that creates and maintains the structure of a specific online community

Facilitates user sharing of content and may also provide original content

Agents who sell space across their network of affiliated online applications and/or widgets

Traditional Online Ads

Facebook: available within defined ad specs to maintain quality user experience

MySpace: traditional banner ad space throughout network including homepage takeovers and video ads

Traditional banner ads available across network

Sponsorship Opportunities

Facebook: available within defined specs to maintain high quality user experience

MySpace: opportunities throughout entertainment content areas

Sponsor existing widget or app

Custom-Branded Online Page or Community

Can be done by advertiser/agency, with or without enhancements from social networking site

Working with apps developers can create an enhanced profile or community page on social networking site

Custom Opportunities Facebook: engagement ads, similar to widgets MySpace: custom sponsorship opportunities, including

offline events Create custom branded widget or app




Targeting Influencers in the Social-sphere

• Social networks allow marketers to target by finite criteria down to age, gender, size of network, and conversation topics

• Deutsch has utilized social media venues for several clients and has seen average lifts in response rates between 20 – 30%

• Display advertising is common, but the ability to build custom content is key for success

• To ignite brand loyalty and positive WOM, advertisers

must provide value back to the consumer and keep content fresh and relevant





Apps and Widgets Should Be an Extension of Your Brand

• Apps and widgets enable content to be portable and act as a stand-alone piece of digital content or mini-

application

• Provides the ability to connect people with common interests across multiple social platforms

• Taps into user’s social connections and distributes updates and activity across his/her network

• Widgets often take the form of on-screen tools (clocks, event countdowns, auction-tickers, stock market tickers, flight arrival information, daily weather, etc.), games, and provide other content

• Apps may be shared between friends and allow for simultaneous communication between individuals



Social Marketing Spectrum Paid Social Media: Discuss and Involve

Determining the Need to Build vs. Join Social Networking Communities

Source: DeutschMedia and Forrester

What Is Your Objective? Join Existing Community Build Your Own Community

Listening:To gain customer insight

Tap into existing communities that may include your customers and prospectsPro: InexpensiveCon: Feedback may not be in-depth, and may be difficult to track

Create customized, on-demand focus group or panel made up of your customersPro: Offers rich insights and reactions to stimulus (ads, ideas, etc.)Con: More expensive than simple brand monitoring

Talking:To have your message heard

Market and advertise in the open market where communities naturally congregatePro: Reaches new audiences where they already gatherCon: Reaching out to multiple communities may be difficult to manage

Market and promote within your own communityPro: High efficiency, as participants are already prospects or customersCon: Does not reach new prospects or markets

Energizing:Stimulate word of mouth

Encourage friending and use of widgets directly within communityPro: Leverages existing communitiesCons: It takes time to build a thriving community; also, results are limited to that social networking site

Provide exclusive offers to members and let them share with friends. Create widgets that can be shared on blogs or social networksPro: Leverages current brand advocates and creates influenceCon: It takes time to drive people to a private community and persuade them to use widgets

Supporting: Enable customers to help each other

Join existing user communities and support customers therePro: Low barrier to entry; easy to find customerCons: Less control, and fewer conversations about your brand may be mixed in with other discussions on general topics

Create a support community dedicated to your products and servicesPro: Comprehensive control of communityCons: Expensive, and conversations may be limited to your product and not discuss consumers’ greater needs

Embracing:Involve customers in building better products/services

Use existing communities to reach out to anyone with an idea and tap into new ideas from outside of your companyPro: Lower overall costCons: Less control and flexibility, fewer features, not focused on your brand alone

Create a community that taps into people who know your product the best, and nurture them to get input about developing better productsPro: More control, easier to manageCon: Limits audience and caters to most loyal users




Social Facilitation Is at the Core for Success:

• In order to truly harness the power of social marketing for the long term, you must become an enabler of conversation and participation

• Ease, utility, and affinity are just some of the drivers that a deep-immersion social program must be built upon

• Brand advancement happens most often organically through collaborative tools, publishing, microblogging, and asset sharing

• Advancing relationships with constituents in their preferred forum of communication will provide unprecedented opportunities to engage

• Continue to test, learn, and push the envelope


http://www.facebook.com/album.php?profile=1&id=60820264588


PR/Social Media Measurement Schema

Standardize Input Metrics


Source: DeutschMedia and IAB’s “Social Marketing Playbook”

Build a StrategyEvaluateSocial Platforms

- Paid Social Media

- Social Media Marketing

Promote Your Social Program Measure and LearnObserve and Listen

Steps to Social Marketing Success


Steps to Social Marketing SuccessStep 1: Observe and Listen

How does your consumer engage across the social media landscape?

- Assess the target’s social media use. Where do they use social media? How?

- Do they actively create content (write blogs, upload videos, post reviews) or do they more passively consume media?

What do your consumers say about your brand?

- What do they say about your brand’s presence in social media?

What is your competition doing in social media?

What do your consumers say about your competition?

- What do they say about your competition’s presence in social media?

Identify influential sites and communities. Identify influencers

Monitor brand talk and competitive brand talk, including volume, key issues, brand sentiment, ratings/reviews, friends and followers, and online locations


Steps to Social Marketing SuccessStep 2: Build a Strategy

Establish clear objectives

- Brand related: awareness, favorability, buy rate

- Social media–specific:

• Listening: Gleaning market and customer insight and intelligence

• Talking: Engaging in a two-way discussion to get your message out (and get messages in)

• Energizing: Letting your customers tell your prospects on your behalf (viral, word of mouth)

• Supporting: Getting your customers to self-support each other

• Embracing: Building better products and services through collaboration with clients

- Long-term relationship: Many social media programs require continuity over time

Define success metrics

Evaluate opportunities through your brand’s strategic lens — don’t get distracted by the latest flashy idea or the media darling of the moment

- Does the opportunity meet brand objectives?

- Does it leverage existing brand assets? Or is investment in new assets feasible?

- Does it abide by the social media conventions/rules of the road?

- Does it provide significant value for consumers?

Leverage existing brand voice and positioning

Include a crisis management strategy


Steps to Social Marketing Success Step 3: Evaluate Social Platforms


Pros Cons

Traditional Online Ads on Social Networking Sites

Contextual, demo and geo-targeting available Reach potential Traditional branding/image support

Does not tap into social media potential

Sponsored Content and Integration Gives brand premium positioning within and/or around

content without interfering with user experience Does not tap into social media potential

Sponsor Existing App/Widget

Takes advantage of existing app audience, knows demo skews and guaranteed reach

Greater ad impact and contextual relevancy than typical banner ads

Less expensive and shorter lead time than developing custom app

Qualified user base vs. paying for installs

Don’t own proprietary rights to application May take time to identify appropriate app/widget Less content control may be issue for brands sensitive to

objectionable content or UGC

Branded Profile

Reaches current and potential customers beyond the banner

Engages customers by providing original content and by participating in conversations

Need well-thought-out strategy to attract and maintain interest of qualified customers

Must maintain delicate balance in tone of communication with customers

Requires regular updating of content Necessitates quick response to brand-related news and

chatter, good or bad

Custom Widget Easily shared, portable Can be distributed via banner units or embedded on

websites, blogs, etc.

Does not tap into user’s social network Doesn’t live well on Facebook or take advantage of its viral

elements Requires lead time and hosting fees/impressions Similar to rich media, but more expensive

Custom App

Dictates tone of conversation between brand and user Takes advantage of viral distribution via social platforms;

chance for deeper engagement Provides branding outside of the banner CRM tools

Time- and cost-intensive Must build app AND attract qualified audience to interact with

it, as well as maintain it to ensure it continues to run with platform software upgrades

Highly saturated space, tough to generate interest

Steps to Social Marketing SuccessStep 3: Evaluate Social Platforms


Pros Cons

Blogs

Engages customers by providing original content and by participating in conversations

Excellent tool for SEO and natural search performance Creates outpost for all other social media engagments

Needs well-thought-out strategy to attract and maintain audience

Requires regular updating of content Necessitates quick response to brand-related news and

chatter, good or bad

Microblogging (Twitter)

Allows direct, fast communication with customers and constituents

Multiple uses for Twitter presence include coupon delivery, discussion, advocacy, product information, etc.

Creates expectation of instant response and monitoring of broader conversation

Presence creates opportunity for unintended conversation

Social Bookmarking

Utilizes consumer-generated content to inform and educate

Amplifies positive consumer sentiment online Demonstrates deep, direct engagement with consumer

content

Brand will not own content May take time to identify suitable content for bookmarking

Discussion Boards and Forums Allows for deep, comprehensive engagement Encourages greater depth of conversation and full

discussion

Requires significant presence to monitor and maintain Creates expectation of problem resolution Establishes destination for potential negative conversation

Online video Easily shared Highly engaging Strong ability to control message

Requires investment in production No guarantee of audience No significant impact on natural search

Steps to Social Marketing SuccessStep 3: Evaluate Social Platforms


Steps to Social Marketing SuccessStep 4: Promote Your Social Program

Integrate with traditional marketing

- Leverage offline investments, from ads to packaging to POS promotions

Digital word of mouth

- Cultivate relationships with influencers, bloggers, forum moderators — must be transparent, authentic, and personalized

- Consider exclusive content, access to talent or new products, interviews, sampling

Branded integration

- Choose a content provider with a similar target and decent distribution

- Can generate quick awareness vs. building/creating your own custom content


Steps to Social Marketing SuccessStep 5: Measure and Learn

Did you reach who you wanted to?

- Demographics, audience size

Were they engaged?

- Quantity measures: audience size, click-through rates, # viewed content, # shared content, ratings, comments, time spent, installs, polls, registrations, etc.

- Quality measures: effect on brand chatter, brand sentiment, favorability, purchase intent

How did the social marketing program perform compared to traditional efforts?

Documents

Social marketing decklet 2 8-11