Transcript
Awareness
Solution Overview
© 2008 Awareness
Awareness
What's Driving Social Media Marketing?
© 2008 Awareness CONFIDENTIAL
Social Media Marketing: Making Marketing Social
© 2008 Awareness
Awareness: Complete Social Media Marketing Solution
Social Media Marketing: Keys to Success
Top 8 Social Media Marketing Use Cases
Best Practice Communities: Proven, Fast Results
Best Practice Communities: Ready to Measure Success
Awareness: Broad Spectrum of Customer Needs
LINKSLINKS> Awareness> Google
MAPSMAPS
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Awareness Custom Assembly: Pixel-Perfect
Community Growth: Leveraging Content and Profiles
Social Media Marketing: Keys to Success
Leverage Content & Profiles
Leverage Content and Profiles: Maximize Value
© 2008 Awareness CONFIDENTIAL
Separate Social Media Tools: Fragmented Content
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tagging categories permissions search voting
Awareness: Actionable, Measurable Content & Profiles
Awareness Content Triggers: Take Action on Content
Uniform Content: Benefits Many Audiences
Social Media Marketing: Keys to Success
Maximize Participation
Awareness: Multiple Points of Participation
Social Media Marketing: Keys to Success
Awareness: Social Media Marketing
Awareness
Best Practice Communities
© 2008 Awareness
Corporate Voice BPC: Converse With Your Market
Use Cases> Executive dialogue: CEO,
CTO, CMO, etc.> Product or service teams> Corporate topics and issues
Success Metrics> Page views trend> Number of comments
against post dates> Number of registered
users trend> Net promoter score
User-Generated Content Campaign BPC: Create Excitement
Use Cases> Branding campaign> Product launch or major
new release> Lead generation program> Launch of new company
or division> PR event or campaign
Success Metrics> Number of contributions vs.
Viewers trend> Number of registered users
($’s amount per user option)> Most recent contributors> Net promoter score
Enthusiasts BPC: Stimulate a Passion
Use Cases> Users who are passionate
about a topic, activity, or issue> Photography> Fitness> Politics> Family/children> Current topics> Etc.
Success Metrics> Number of registered users vs.
participation> Page view trend> Profile completeness> Net promoter score
Associations/Subscribers BPC: Engage With Members
Use Cases> Any business with a formal
membership or subscriber base can form an Associations/Subscriber community
Success Metrics> Number of members vs.
member activity chart> New members this month> Most active members> Net promoter score
Loyalty BPC: Build and Reward Loyalty
Use Cases> Loyal base of customers you
want to engage and reward> Formal loyalty program you
want to leverage
Success Metrics> Number of members vs.
member participation graph> Number of page views trend> Top contributing members> Net promoter score
Innovation BPC: Generate Ideas
Use Cases> Solicit input for creation or
updating of product, service or program> New product, service or program> Major changes/update> Market research
Success Metrics> Number of members vs.
number of ideas trend graph> Number of acted on ideas trend
($ value per accepted idea)> Latest ideas> Net promoter score
Peer Support: Help Each Other
Use Cases> Any organization with a
substantial, active user base can benefit from a Peer Support community
Success Metrics> Questions vs. answers
trend graph> Total questions vs. open> Total answers ($ amount
per answer option)> Top supporters > Net promoter score
Events: Build and Sustain Buzz
Use Cases> You can form an Event
community around any significant type of event:> Industry or market event> Corporate event> Corporate or product
launch event> Local community event> Social event
Success Metrics> Registrants vs. participation
graph> Top participants> Most active registrants> Net promoter score
Customer Examples
Marriott International: Corporate Voice Community
Additional community
Original community
Two-way dialog with market Builds brand Incremental revenue Often cited as excellent example
Kodak: Corporate Voice Community
Additional communityOriginal community
For “every day people” Positive impact on brand Called one of the “top 5
corporate blogs”
McDonald’s: Corporate Voice Community
New York Times: Enthusiasts Communities --15 Sites
+ 9 others
Boston.com: Enthusiasts Community
© 2008 Awareness CONFIDENTIAL
Flight Centre: Enthusiasts Community
P&G: Innovation Community
P&G: Innovation Community
Natura: Innovation Community
© 2008 Awareness CONFIDENTIAL
Staples: Loyalty Community
Constant Contact: Peer Support
© 2008 Awareness CONFIDENTIAL
Oracle Applications Users Group: Peer Support
© 2008 Awareness CONFIDENTIAL
Hershey's: User-Generated Content Campaign/Microsite
Multiple points of participation
CVS: User-Generated Content Campaign/Microsite
Key element of a national branding campaign
American Heart Association: User-Generated Content Campaign/Microsite
© 2008 Awareness CONFIDENTIAL
Earth Knowledge: Associations/Subscribers Community
Sg2: Associations/Subscribers Community
© 2008 Awareness CONFIDENTIAL
Sony: A Uniform Approach
• Business goals:> Corporate voice (Sony
Electronics blog)> Drive revenue thru ratings
and reviews> Spark product innovation> Help customers help each
others> Leverage community
information (content and profiles) for marketing campaigns
ASOS.com: Leverage Community to Drive Marketplace Success
• Business goals:> Leverage community to
engage members to drive traffic and participation in the marketplace
> Drive revenue thru ratings and reviews
> Spark product innovation> Help customers help each
others> Leverage community
information (content and profiles) for marketing campaigns
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