Live blogging from the Social Media Summit – Tuesday, June 30, 2009
Michele Wohl, Sprout Marketing Manager
Cool trends in Social Media
- Real-time marketing
- Zappos could have used the “throw the shoe at the President” incident on their FB profile
- Ability to jump on to of big new and big trends
- Within hours of MJ passing away, Sony put together a full-blown widget to post MJ’s video, music and podcasts online
Engagement and social media make perfect bedfellow
- people are egomaniacs
- people like to share
- we like to share and be shared with
Gerardo Capiel, MySpace Open Platform
- 123M uniques everyday (70M in US), users spend more time on MySpace per visit than across any other social network
- MySpace users are most engaged of any social network
- People can use OpenSpace to make content much more engaging
- People can use OpenSpace to make content much more engaging
Bruce La Fetra, Rubicon Consulting: “Filling Your Campaigns with LOVE“
- His job: Help brands connect better with Consumers
- The way we’ve always done it: Funnel: Awareness> Consideration > Purchase > Loyalty
- TODAY: Relationships are different, they are a series of cascading INTERACTIONS, relationships EVOLVE, they are not static.
- New Model needs to: Focus on Interactions, not just transactions. We need to understand the consumer-company relationship
LOVE – Lifetime Opportunity Value Equation
Phase 1: Romance – introductions and learning (social, not transactional interaction)
Phase 2: Power Struggle – spending time together, providing reasons to maintain connection, learning to share both ways, establishing balance
Phase 3: Stability – relationship becomes balanced, consumer considers decision criteria, company provides info transparently
Phase 4: Commitment – Relationship matures, provide reasons to maintain relaionship, willing to invest in the success of the other
Phase 5: Co-creation: Supporting a preferred business, co-ownership of outcomes
Fruits of co-creation: New products, Process improvements, New ways to message
Do your campaigns show LOVE?
- Love is not deterministic: How are you planning for a range of outcomes?
- What are you doing to make your organization more open to new forms of value?
- Do you know which customers are co-creating business success?
SCHEMATIC
The Communications Ecosystem:
How we see the digital landscape and the intersection of where brands meet
Enabling User-Centric Experiences: Conversations > Services > Messaging
- Where are your users getting their content
The Challenge
- Leverage the existing fan base
- Create a fun submission process
- Build features which tie directly into the desire of fans/bands
- Include opptys for maximinzing viral marketing
How do you create a viral success (for Toyota music)
- Design for integration to allow better user experience
- Implement unique elements (a flash gallery that gave Schematic more flexibility around filtering
- Integrate with and leverage the Sprout widget capabilities became a cornerstone of the campaign
- used their widget-builder capability for the entry process
- defined very specific persona that they were targeting for
- hope for the best, plan for the worst
For Target
- Used YouTube platform to do a video contest with Converse One Star
- Had a 18+ age limit, 500 submissions. Successful given how hard it is to create video
Sprout
Joey Mucha, Brand Evangelist and Community Manager
Case study: Namco Bandai (Game: Afro Samurai)
Facebook Integration
- Demo of Afro Samurai’s “Afro Yourself”
- you can pull in photos from FB (your photos as well as friend’s photo) to build your own Afro Samurai
- Afro Samurai shows up in the stream (As a brand you want your brand to show up in the stream/FB updates)
- Brand engages with the consumer with where they are (on FB)
Justin.TV – Evan Sullivan, Marketing
- 2 million video hours watched every day
- 30M monthly network viewers, 700M monthly impressions across network
- Have paid $0 for user acquisition
- Empowering users has been very effective, much easier to let users drive other users to site
- They have chat on site, twitter, my space and FB in tabs to drive traffic
Google Analytics: Why Metrics Count
Event Tracking
- Can measure many buckets: Category, Action, Label, #Value
- How many people clicked and bought a ticket based on that click can be measured. What was the valley of sending the link to a friend who then bought.
Lollapalooza Case Study
- 70%+ of traffic came from Facebook, MySpace and Twitter is a result of sharing applications
Q&A Panel with All Today’s Speakers
There are a lot of non-intuitive things, it’s important to listen to audience. Different things resonate among Word-of-Mouth marketing
