Next generation social marketing

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Next generation social marketing Mark Rogers CEO
Market Sentinel Summer 2008
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Introduction

• Market Sentinel founded 2004
• Specialist reputation management and word of
  mouth monitoring
• Enables organisations to
• Identify the topics and themes in online chatter
  that affect sales or reputation
• Identify sites and commentators which have
  influence over your brand
• Focus social media strategies to connect with
  your stakeholders
• Improve visibility in organic search
• Measure outcomes from a campaign to prove ROI on
  marketing and PR investment

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Some Customers
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What is social search and why does it matter?
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Search is brand

• This is how searchers eyes move on the page
• Organic search dominates the golden triangle
• 75 of searchers are buyers (GVU/Georgia Inst)

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Social search is not just del.icio.us its
Google!

• Search ranking is determined by relevant,
  contextual links, giving authority by link and
  linker
• This makes conversational networks extremely
  important, giving influencer to those who are
  talking about a topic
• A brand may be part of that conversation, but the
  conversation is not bounded by the brand

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Top ten results top broadband speed Google UK
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How does a brand identify and join relevant
conversations?
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Monitor sentiment because advocacy works
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What does it look like?
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Identify influencers they can teach you about
your brand

• Social network analysis
• Construct a network around the topic
• Crawling around a search phrase
• Following all links, until context is lost
• Perform citation indexing
• High score relevance authority
  influenceabout differing levels of
  "connectedness" or authority?
• Method predicts offline influence
• US DoD study on Persia, Israeli study on Defence
  spending

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What are the characteristics of influencers?

• Not what you would expect ... "bloggers"
• Tend to be connected "sources"
• Directories, databases, charities
• Approaching them requires different
  methodologies
• - via existing networks, through existing
  promoters
• - neutrally, through tailored content
• - through opt-in offers
• "cold
• Profiling is vital

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It always goes to the product

• What are the key strengths of your product?
• How do they relate to the themes of the
  commentary you have identified?
• What are the things that differentiate you and
  which drive positive word of mouth?
• Pick one of the themes which goes to the heart
  of your product

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Listen to the influencersCase study Avis UK
trustworthy car hire
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Strategy action first, then comms
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How does this apply to a campaign?

• Has my NPI moved in response to my campaign -
  ively?
• Has my NPI moved in response to my actions (e.g.
  in customer service)?
• Can I trace other responses?
• What new topics are driving conversation, how can
  I respond?
• Finally, what is the outcome of the campaign
  relative to a campaign with no WoM element?
• PG claim uplift of 10.
• Travel companies report 26-42 uplift on
  clickthroughs in paid search

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Evidence of ROI Avis
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Flood the networkCase study HR Block online
tax returns
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How it was done

• Communicate through content
• Content customised for channels
• Demographics less important than psychographics
  I just want my tax refund now
• 5 of digital spend
• 0.5 of total ad spend
• Own community website digits.hrblock.com,
  SecondLife, YouTube ( video syndication),
  Twitter, MySpace, Facebook, widgets

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How it was done

• TaxTools, product information, edutainment
• Assets created and reused
• Late changes to tax system interest in tax
  news drove traffic to blog
• H R Block grow awareness 52
• 11 growth in tax services business, feeding net
  income rose to 544m from an 86m loss the
  previous year

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Just listen and actCase study Cadbury Wispa

• Cadbury were considering a microsite reviewing
  the option of bringing back the bar and
  canvassing opinion
• We established that there was already a huge and
  growing demand for the return of the Wispa

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Cadbury Wispa

• Cadbury shunned a marketing approach, but
  brought the bar back
• Then explained why
• 23 million bars sold
• Reintroduction now permanent. Marathon and Opal
  Fruits have launched copy cat campaign

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Start a conversationCase study Cadbury Dairy
Milk

• Can you give your customers a reason to talk
  about you?

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But beware

• What is being talked about? The ad or the
  product?

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Recap what are you looking for from social media
marketing

• Buzz or share of voice social currency
• Growth in participation, engagement
• Advocacy Net Promoters
• Growth in Net Promoters around key issues that
  go to the heart of your brand
• Decline in negative word of mouth on key topics
  that create noise (customer service, CSR)
• Growth in influence on key topics that define
  your difference
• Decline in customer service expenses
• Growth in sales!

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