1 INTERNET MARKETING Mary Lou RobertsAugust 2011 ROI From SOCIAL MEDIA MARKETING STRATEGY AND EXECUTION

2 INTERNET MARKETING Mary Lou RobertsAugust 2011 Consumers and Businesses Use SM To Communicate Marketers Must Use SM (Wisely) To Communicate With Both

3 INTERNET MARKETING Mary Lou RobertsAugust CONSUMER PARTICIPATION IN SOCIAL MEDIA

4 INTERNET MARKETING Mary Lou RobertsAugust 2011 IS NOW ABOUT 700 MILLION Insidefacebook.com

5 INTERNET MARKETING Mary Lou RobertsAugust feb-12346/ networking-13671/comscore-women-world-wide-socnet-july-2010jpg/ GLOBAL PATTERNS OF BEHAVIOR

6 INTERNET MARKETING Mary Lou RobertsAugust 2011 BUSINESS PARTICIPATION IN SOCIAL MEDIA social-media-engagement-13036/

7 INTERNET MARKETING Mary Lou RobertsAugust ,678 views “official version” SMASH HIT OF THE SEASON sale-as-advertisers-seek-clicking-cliques.html METRICS Debuted on Facebook Fans from 1.6m to 3.1m over a weekend

8 INTERNET MARKETING Mary Lou RobertsAugust 2011

9 INTERNET MARKETING Mary Lou RobertsAugust THE MAN IN THE TOWEL

10 INTERNET MARKETING Mary Lou RobertsAugust 2011 Late July m views response videos Brand views on web – 110 m A SUCCESS BY ALL MEASURES?

11 INTERNET MARKETING Mary Lou RobertsAugust 2011 CISCO LAUNCHES ROUTER IN SOCIAL MEDIA Launch Event in Second Life Video Conferencing for Execs, Customers “Defend the Network Game” Facebook, Mobile, Blogs Social Media Widget social-media-product-launch/

12 INTERNET MARKETING Mary Lou RobertsAugust 2011 METRICS 9,000 People, 128 Countries Attended Virtual Events (90x more than previous!) Top Execs Spent only 1 Hour Viewing Media – 3x usual articles, > 1000 blog posts 40 Million Online Impressions COST = 1/6 OF TRADITIONAL MEDIA LAUNCH! SAVED OVER $100,000!

13 INTERNET MARKETING Mary Lou RobertsAugust 2011 DEVELOPING SOCIAL MEDIA STRATEGY

14 INTERNET MARKETING Mary Lou RobertsAugust 2011 Originally suggested by Jeremiah Owyang LISTENCOMMUNICATEENGAGECOLLABORATE

15 INTERNET MARKETING Mary Lou RobertsAugust 2011 JULY 15, 2010 MARKETERS USE SM FOR ACQUISITION

16 INTERNET MARKETING Mary Lou RobertsAugust 2011 SEPTEMBER 20, 2010 MARKETERS USE SM FOR RETENTION

17 INTERNET MARKETING Mary Lou RobertsAugust 2011 NON-PROFITS USING SM TO RAISE $/€ entertainmentushaitiitinternetcharitytwitter Over $500k ??

18 INTERNET MARKETING Mary Lou RobertsAugust 2011 WHAT NOKIA SAYS

19 INTERNET MARKETING Mary Lou RobertsAugust HAVE INTERNAL GUIDELINES

20 INTERNET MARKETING Mary Lou RobertsAugust CONTINUOUS ENGAGEMENT!

21 INTERNET MARKETING Mary Lou RobertsAugust tive_marketing/2009/12/defining -earned-owned-and-paid- media.html THE NEW MEDIA Shared Media – Brand social web participation and interaction with consumers on content on sites like Facebook, Twitter and YouTube that results in content is “shared media” since it’s a result of a shared interaction. Because of the nature of social sharing and engagement on social media sites, Shared Media can propagate across an individual’s network to others, and so on and so on. Paid and Owned Media can inspire Shared Media. Shared Media can inspire Earned Media.

22 INTERNET MARKETING Mary Lou RobertsAugust 2011 EXECUTING SOCIAL MEDIA STRATEGIES STRATEGIES

23 INTERNET MARKETING Mary Lou RobertsAugust

24 INTERNET MARKETING Mary Lou RobertsAugust 2011 Originally suggested by Jeremiah Owyang LISTENCOMMUNICATEENGAGECOLLABORATE

25 INTERNET MARKETING Mary Lou RobertsAugust 2011 No Objective; Simple Listening Tools Track Brand Mentions; Simple Tools Identify Mkt. Risks/ Opportunities; Integrated Tools & Internal Alerts Improve Campaigns; Tools to Monitor, Correct on the Fly Measure Customer Satisfaction; Customer Experience Pros Understand Customers; Socialgraphics Proactively Anticipating Customer Needs; Data Mining, Predictive Models 8 STAGES OF LISTENING STRATEGY

26 INTERNET MARKETING Mary Lou RobertsAugust 2011 ALTIMETER CALLS IT ‘SOCIALGRAPHICS’

27 INTERNET MARKETING Mary Lou RobertsAugust 2011 WHAT QUESTIONS SHOULD MARKETERS ASK? Where Are Your Customers Online? What Are Their Behaviors Online? What Social Information or People Do They Rely On? Who Do They Trust? What Is Your Customer’s Social Influence? Who Trusts Them? How Do Customers Use Social Tech In The Context of Your Products? Charlene Li and Jeremiah Owyang reproduced in

28 INTERNET MARKETING Mary Lou RobertsAugust SOME THINGS WE KNOW

29 INTERNET MARKETING Mary Lou RobertsAugust 2011 Increased Plateaued latest_global_social_media_trends_may_surprise_you

30 INTERNET MARKETING Mary Lou RobertsAugust 2011 FOOD SHOPPERS NEED INFO AT POP

31 INTERNET MARKETING Mary Lou RobertsAugust 2011 DELL LEARNED TO LISTEN, COMMUNICATE

32 INTERNET MARKETING Mary Lou RobertsAugust campaigns/?mkt_tok=3RkMMJWWfF9wsRonuavJZKXonjHpfsX74%2B0 qT%2Frn28M3109ad%2BrmPBy534sXD4cwVfubBwsITpF2wR5dFOWGb 45F7uJSGUqh al_tab&cm_pla=fed_med&cm_ite=160x600 BRANDED COMMUNITIES IMP. PLATFORMS

33 INTERNET MARKETING Mary Lou RobertsAugust 2011 LEGO IS GOOD AT ENGAGING

34 INTERNET MARKETING Mary Lou RobertsAugust 2011 LOOKING FOR JOBS/EMPLOYEES 1 TYPE OF COLLABORATION

35 INTERNET MARKETING Mary Lou RobertsAugust 2011

36 INTERNET MARKETING Mary Lou RobertsAugust 2011 TRENDINGSoLoMo SOCIAL LOCAL MOBILE

37 INTERNET MARKETING Mary Lou RobertsAugust 2011

38 INTERNET MARKETING Mary Lou RobertsAugust Million Subscribers, 8/5/ GROUPON OFFERS LOCALIZED PROMOS

39 INTERNET MARKETING Mary Lou RobertsAugust 2011 SO DO TONS OF OTHERS!

40 INTERNET MARKETING Mary Lou RobertsAugust 2011 NOT SMOOTH SAILING pons-north-american-merchant-pool- declined-in-q Interesting Reading html much-money-is-groupon- losing-too-much_b73903

41 INTERNET MARKETING Mary Lou RobertsAugust 2011 FACEBOOK OUT, GOOGLE IN

42 INTERNET MARKETING Mary Lou RobertsAugust 2011 BUT Tag Locations in Posts Before: You could only "check in" to locations using the Places feature on a smart phone. Going Forward: Now you can add location to anything. Lots of people use Facebook to talk about where they are, have been or want to go. Now you can add location from anywhere, regardless of what device you are using, or whether it is a status update, photo or Wall post. Of course, you can always choose not to add location at all. Making It Easier to Share With Who You Want by Chris Cox on Tuesday, August 23, 2011 at 2:00pmChris Cox

43 INTERNET MARKETING Mary Lou RobertsAugust 2011 WHO, WHERE, HOW PEOPLE FIND/MOBILE

44 INTERNET MARKETING Mary Lou RobertsAugust 2011 EXECUTING IS AN ORGANIZATIONAL ISSUE EVEN MORE THAN A MARKETING ONE TECHNOLOGY MINOR IN COMPARISON

45 INTERNET MARKETING Mary Lou RobertsAugust 2011 WHY ORGANIZATION, NOT TECHNOLOGY??? There Is Organizational Resistance – Managers Fearful of Direct Public Interaction – Workers Have to Learn New Skills Work in (New, Different) Groups ROI Is Not Immediate A PROCESS OF ORGANIZATIONAL CHANGE

46 INTERNET MARKETING Mary Lou RobertsAugust 2011 KEY ISSUES METRICSROIORGANIZATION POLICY GUIDELINES

47 INTERNET MARKETING Mary Lou RobertsAugust 2011 SOCIAL MEDIA STILL SEEKING ACCEPTANCE

48 INTERNET MARKETING Mary Lou RobertsAugust 2011 THE IDEAL – INTEGRATED METRICS Google Analytics WebTrends HubSpot

49 INTERNET MARKETING Mary Lou RobertsAugust 2011 RECOMMENDED

50 INTERNET MARKETING Mary Lou RobertsAugust 2011 ROI MORE THAN METRICS New Fans Number Tweets No. of Times Content Shared No. Leads Generated Choose Campaign Metrics Inbound Links (Awareness) No. Inquiries (Consideration) Traceable Sales (Close) Identify Business KPIs Attribution to Social Media Usually Not Easy Measure ROI

51 INTERNET MARKETING Mary Lou RobertsAugust 2011 HOW TO ORGANIZE - FORRESTER Forrester Research Report “Organizing for Interactive Marketing” August 2010

52 INTERNET MARKETING Mary Lou RobertsAugust 2011 HOW TO ORGANIZE - ALTIMETER strategist.com/blog/ 2010/11/09/researc h-most-companies- organize-in-hub-and- spoke-formation/

53 INTERNET MARKETING Mary Lou RobertsAugust 2011 POLICIES, WRITTEN GUIDELINES ESSENTIAL POLICIES, WRITTEN GUIDELINES ESSENTIAL

54 INTERNET MARKETING Mary Lou RobertsAugust 2011 MANY VARIATIONS Other Examples al-media-policies-the-good-the-bad-and-the- ugly

55 INTERNET MARKETING Mary Lou RobertsAugust 2011 SOME EXAMPLES Corporate Policy – IBM Comment Moderation Policy –HuffPost question.html#moderation Branded Community News/Community-Guidelines/td-p/9 Cause-Oriented Community ines

56 INTERNET MARKETING Mary Lou RobertsAugust 2011

57 INTERNET MARKETING Mary Lou RobertsAugust 2011 MANY OTHER ISSUES, TRENDS, EXAMPLES Comment Communicate Collaborate