Webinar: Drive Demand with Social Media
Twitter Hashtag: #SocialDemand
Today’s panel…
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Joe Chernov, Eloqua
@jchernov
Laura ZexterTD Garden@lzexter
Philip Crampe Manager SBLI
@Crampee
Bob EllsworthRNC
@bobellsworth
Jeff Pedowitz The Pedowitz Group
@jpedowitz
Twitter Hashtag: #SocialDemand
Social Media In 10 MinutesJoe Chernov, Director of Content, Eloqua
@jchernov
For B2B Marketers
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For B2C Marketers
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No Longer Adds Up
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Marketer Authors Message
Media Delivers Message
Public Receives Message
Consumer Buys Product
The Consumer Is The Hub …
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Blog/reviews part
of your “permanent record
”
Ability to hold customer support
“hostage”
+/- word of mouth no longer
one-to-one
Distribution
channel for
“real” newsConsumer
… And The Influence Is Massive
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A New Model
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Updated image available.
Please contact Eloqua for sharable infographic
In Other Words, This …
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… Must Give Way To This
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First Understand Motivation …
Reciprocity: People give value to get
value
Recognition: Status – social status –
matters
Efficacy: Desire to affect change
Communion: Man is a social being12
… Then Think About Media
Twitter good for real-time information sharing,
reach
Facebook Fan Pages good for brand personality,
community
LinkedIn good for role/topic relevance, community
Delicious good for SEO, metadata
SlideShare good for “thought leadership,” SEO
Flickr good for staff enjoyment, SEO
Blog good for staff engagement, SEO
Geosocial good for event engagement, incentives
Video good for viewer engagement, SEO
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Don’t do this:
Share confidential information
Spread rumors or criticize company, partners, clients or competitors
Reveal personal information about colleagues (w/o explicit permission)
Misrepresent yourself or employer – every online action is traceable to its source
Do this:
Listen: Best conversationalists listen more than talk
Be authentic: You are a person, not an avatar
Be consistent: Both in terms of your voice and your profiles
Be gracious: Applauding others is good manners, on- and offline
Disclose: Share any material affiliation (employer, client, etc.)
Twitter Hashtag: #SocialDemand
TD Garden’s Social SuccessLaura Zexter, eBusiness, TD Garden
@lzexter
Social & Mobile fitting in…
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Database
Product
Website
Beat Writing
Text Programs
Boston Bruins TV
Live Blog
Develop social media as an information gateway for our Boston Bruins & TD Garden marketing & communications group. An online forum where fans/patrons can interact with our beat writers, players and interactive promotions for our teams & venue; opening up the brand to an online energetic conversation. To adopt a presence in the space where our fans/patrons like to communicate, and to sustain our database business drivers.
Strategy & Measures
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Enter Sweepstakes via SMS and monitor public perception with Sweet
• Measure new opt-in records• Ticket revenue per channel• Lifetime value per:
• Active email subscriber• Facebook page ‘like’ • Follower
Enter via online form in Facebook Fantasy Application
with form fields writing directly into Eloqua
Continue To Experiment
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Technology and it’s social world has thrown us yet another challenge…
…how do we get data around our fans that use the social media?
Push out Campaigns that suit each social channel where you can capture information giving you small incremental adds to your database
Survey & Profile to understand where your fans communicate
…and what do we do with it?
Leverage Twitter/Facebook to create buzz, extend promotions & push exclusive content adding more people to your social networks
Measure, Measure, Measure; attempt to use your organizational standards & fine-tune them for your respective social media channels
Twitter Hashtag: #SocialDemand
Generating Leads with New Technologies
@Crampee
Phil Crampe, eCommerce Manager, SBLI
Marketing Optimization through Social Media
Increase ROMIreturn on marketing investment:
Reaching the right customers,at the right time,with the right offer andvia the right channel.
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Marketing Optimization through Social Media
Where are we?
SBLI Social AssessmentWhere do our customers/prospects go?What do they do?What do they like?
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Marketing Optimization through Social Media
What did we learn?
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State Average Friend count
Index for social segments shows TX, TN, VA, CA and Colorado customers as highly social. Average friend count by states shows the outreach potential of each customer.
Marketing Optimization through Social Media
Translating this into action?In January, we ran with a Hockey promotion tied into a very popular hockey tournament• Key Components included Text
• In game and on TV promotion
• Cut short due to other issues
The results were amazing, even in a short period of timeWhat success metrics do we use?
What are we planning for the future?Programs with New England PatriotsPrograms with New Red Sox
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The Tools for Success
What are the tools for success?Good tools for listening
Try to extend the same principles you are employing today in terms of Marketing Best Practices
Look for something that extends your systems that you have in place today
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Simple Truth
You can always manufacture more products
But you can’t manufacture more customers!
Once your customers communicate with each other, it’s the customer experience that counts
Thank you and good luck…. 25
Twitter Hashtag: #SocialDemand
RNC’s Social Push Bob Ellsworth, Senior Fellow of Technology, RNC
RNC’s Social Push
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Step 1: Cross channel communications
o All assets have social interactions
o Ask for engagement whenever possible
o Provide rewards for interactions
RNC’s Social Push
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Step 2: Build Infrastructure
o Eloqua as the Core Marketing Data System
o Pedowitz Sweet for social data
o Custom RNC LayeroData WarehouseoSocial BomboGOP.AMoPoints Tracking
RNC’s Social Push
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Step 3: Track and Measure
o Eloqua for impacts and email response
o Pedowitz Sweet for social tracking
o Widget tracking (proprietary)
o Points Tracking – integration via APIs
o Other social tracking tools:oShareThisoTynt
RNC’s Social Push
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Step 4: Learn and Engage
o Data decides the content being delivered
o Push points rewards for social
o Pre-target prolific social contacts
o Create custom applications for Facebook and Twitter
Twitter Hashtag: #SocialDemand
Best Practices to Leverage Social Media for Demand Generation
Jeff Pedowitz, President and CEO, The Pedowitz Group and
Chief Sweet Officer – Sweet, Inc.
@jpedowitz
Developed by
The World We are In Today
Developed by
Social Media Has to Make Sense
Developed by
Best Practices to Leverage Social Media for Demand Generation
1. Content
2. Collecting
3. Context
4. Conversing
Developed by
Best Practices to Leverage Social Media for Demand Generation
• Content
– There isn’t as much overlap as you might think
– Not all social media users are created equal
– The content needs to fit the medium
– Give them a reason to join and stay
Developed by
• Conversations
– Remember the Golden Rule our parents taught us about listening
– The social media is a continuum of conversations, not just a one time thing
– “Oh….the noise” Look for the Bose Quite Comfort Headphones
Best Practices to Leverage Social Media for Demand Generation
Developed by
• Context
– Context is everything
– Don’t be John Mayer …”Waiting on the World to Change”
– Context can still be customizable
Best Practices to Leverage Social Media for Demand Generation
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• Converse
– “So, now what?”
– Take the “embrace and extend” approach
– Look for tools that work like the cable company
Best Practices to Leverage Social Media for Demand Generation
Developed by
Measuring the Impact
Developed by
Contact: Jeff PedowitzPresident and CEOThe Pedowitz Group [email protected] 856.782.9859
www.22sweet.com [email protected]
Q&A
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