Social Media Marketing Technologies Presented by Dorothéa Bozicolona-Volpe © 2013 Dorothéa Bozicolona-Volpe 1 #iStrategy_SMIT
Social Media Marketing TechnologiesPresented by Dorothéa Bozicolona-Volpe
© 2013 Dorothéa Bozicolona-Volpe 1
#iStrategy_SMIT
© 2013 Dorothéa Bozicolona-Volpe #iStrategy_SMIT
Agenda Introduction Social Media & Internet - Its in our DNA Communication Has Changed + Mocial Technology Landscape Case Studies 5 Things Test & Learn Freemium & Low-Cost Solutions Questions
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© 2013 Dorothéa Bozicolona-Volpe #iStrategy_SMIT 3
Introduction Strategic marketing executive, fluent in 4 languages Specializes in developing business for international brands
via initiating & integrating social media and digital strategies Subject matter expert on CNN’s Ali Velshi show Clients include: Boy Scouts of America, Cisco, Ryan Seacrest,
Chrysler, The Weather Company (The Weather Channel), Cingular Wireless (AT&T), Georgia Tech, InterContinental Hotels Group, Mercer, Jewish Family & Career Services, Ogilvy & Mather, Reader’s Digest, Qualcomm, Turner Network Television, Coca-Cola
Avid skateboarder who tweets to relax - follow her on Twitter @socialespionage
© 2013 Dorothéa Bozicolona-Volpe #iStrategy_SMIT
ROI: Costs of Social Crises, Fraud & Regulations Direct Social Crises Costs
Average $15K for agency/consultant fees per incident (source: F500 brand)
Average $50K (100 man hours) of lost productivity & internal resource costs
Cost of compensatory offers/campaigns to affected users
Fraud and Brand Damage Audience/Content Hijacking Costs of Reporting of fake accounts to FB and TW Lost Revenue due to diverted traffic to fraud account
Government Regulations and Fines Australia, UK, Germany holding companies responsible for
content posted to a page Avg. fine is $25K in UK via Advert. Std. Board
Impact on Social Team and Budget Each crises threatens future programs/budget Increased manual moderation costs to avoid repeat
Crisis Communications team and process
with employees of KitchenAid, Whirlpool,
and consultants used to craft and monitor
quality response
Agency lost contract and its employee
let go
Tweets about earnings & BOD
meetings cause investor
disclosure concerns AND CFO’s
job
Novartis Slapped by the FDA
Content in app
deemed
misleading
ASB Upholds Complaint Against Foster’s Facebook Comments
Poor Conversation Moderation
Triggers ‘Harmful Advertising’
Rules
© 2013 Dorothéa Bozicolona-Volpe #iStrategy_SMIT
Reputation Management & Recruiting:UPS Phase 1: Initially, reputation management
Where are conversations? Who is having them? What are they talking about? Customer Service issues
Phase 2: Blogger Outreach Phase 3: Launch of ‘Intercept Service’ Phase 4: 2008 Holiday Season ‘Recruiter Program’ Measurable results
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© 2013 Dorothéa Bozicolona-Volpe #iStrategy_SMIT
Risk Management: Top 3 US Bank Customer Environment
82 brand owned sites, managed centrally Strict process to enforce new account authorization 100+ unauthorized & fraudulent accounts detected/removed quarterly Legal & Compliance require monthly reporting and periodic audits of all social
activity to verify compliance with internal procedures Technology provided
Automated monitoring & discovery of unauthorized, branded accounts Governance and Risk reports – detailing security incidents and remediation
applied, incremental changes in incident frequency Application control policies to enforce standardized publishing workflows
Results Improved efficiency in detecting & reporting fraudulent account activity Implementation of compliance policies enabled new engagement programs
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© 2013 Dorothéa Bozicolona-Volpe #iStrategy_SMIT
Customer Service: Dell Customer Service
Issues categorized Workflows established Creating database of frequent issue responses Source tagging
Salesforce Integration Creating record of issue Establishing SLA (service level agreement)
Results Increase in mentions due to stellar customer service Ratio of positive sentiment increased
https://twitter.com/dellcares
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© 2013 Dorothéa Bozicolona-Volpe #iStrategy_SMIT
Product Launch & Content Theme-ing: Cisco Aim: Launch UMI Tele-presence
Strong Facebook following Create a community around people sharing stories
Execution: Deployment of applications Welcome, Sweepstakes, RSS, Twitterfeed, Flickr, YouTube
Results: UMI Facebook page is forum for community & brand affinity
Customer testimonials Queries Contest entries Videos
http://www.facebook.com/Ciscoumi
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“Business has only two functions – marketing and innovation.” Milan Kundera