What You Don’t Know About Social Media Can Hurt You
An interactive discussion on the principles of GOOD social strategy Prepared by SapientNitro For Social Media Week 9.27.2012
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Social Media Has Gone Mainstream
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Social Media Has Gone Mainstream
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So What Is The Big Idea?
2006 2011
COLLECTING
2012+
CONNECTING
People interact in the social space in an entirely different way 5
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And What Does That Even Mean?
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2012+
2006 2011 COLLECTING
CONNECTING
“Friends”
Interests
Followers
Ideas
Comments
Stories
Likes
Passions
Breadth
Depth
The Right Message At The Right Place & Time
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SO HOW DO WE POSSIBLY MAKE SENSE OF IT ALL? 8
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The Principles of GREAT Social Media Marketing
The Principle of
One Voice The Principle of
Deeper Engagement The Principle of
Storytelling The Principle of
Social Good 9
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“we have an inconsistent brand voice” or “siloed methods of communication”
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2 Sides To Having One Voice
twitte |
rest
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pinte
r
YOUR AUDIENC E
=
your brand
Understanding Digital Behaviors
Traditional Marketing Personas outline the detailed characteristics of a typical archetype of the brand, detailing life-like character traits such as demographics, lifestyle insights, income averages, purchase influencers, personal goals, motivators, past behaviors, and more. 12
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Understanding Social Behaviors
Social Media Personas outline insights about what their function is in the purchase process, where opportunities lie, and how the persona interacts. 13
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The Brand Experience Framework
BOUGHT MEDIA
EARNED MEDIA 14
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OWNED MEDIA
Case In Point A Major Solar Energy Company Challenge: We have major gaps in our customer journey Solution: Journey + Gap analysis
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Case In Point A Reasonably Large Gaming Company Challenge: Make the biggest entertainment launch in history BIGGER. Solution: Create a talk-worthy global alternate reality game that turns teaser ‘ripples’ into social tidal waves.
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Case In Point A Reasonably Large Gaming Company
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Case In Point A Reasonably Large Gaming Company
The Payout: Reached $1B in revenue 3x faster than the previous year Highest selling entertainment property 4 years straight Set Facebook and the Blogosphere on FIRE!!!
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“little proliferation of content” or “a lukewarm community”
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The Rise Of Visual Culture
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Source: JeffBullas.com
Worth A Thousand Likes
The average engagement rate on FB for posts with imagery is 37% higher than posts with text only 21
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Case In Point Lens Crafters The Challenge: LensCrafters wanted an experience that could tell the emotional brand story.
The Solution: What else conjures up emotion more than a mini movie of all the images your eyes have seen? How I See It is a digital experience from LensCrafters that leverages Facebook connect to show people all their eyes have seen, impressing on them the power of human sight and the importance of caring for their eyes. 22
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Case In Point Lens Crafters
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Case In Point #StereotypicalHarley The following results were generated via Twitter and Instagram March
April
1,540 721
Number of tweets tagged with #stereotypicalharley
250
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Number of Instagram photos tagged with #stereotypicalharley
248
251
Number of Instagram photos liked by stereotypicalharley
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Number of inappropriate photos blocked through moderation services
Challenge: Harley needed to break the stereotypes of their “old school� customer Solution: Tag real life, modern day rides and riders on Instagram and watch the a new image emerge 24
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NO T
Case In Point #StereotypicalHarley
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S O TYPICA
“not sure what to do with our fanbase” or “how do i create a valuable social brand experience ”
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Case In Point Vail Resorts EpicMix
The Challenge: How do you plus an award winning digital experience, evolve it to engage every guest in a personally meaningful way, help them connect more intimately to a sport they’re already passionate about, and empower them to share bigger and richer stories about their time with you? Oh, and inspire them to become vocal brand advocates in the process? 27
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Case In Point Vail Resorts EpicMix
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Case In Point Vail Resorts EpicMix
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Title
The Alpine A-Listers
The Village Sophisticates
The Shred Heads
The Fresh Tracks Family
The Cruise Alongs
Essence
Ski hard & relax luxuriously with friends & family
Ski casually & relax luxuriously with friends & family
Charge hard & relax socially with “I livefriends for going big and
Ski hard & relax socially with friends & family
Ski casually & relax socially with friends & family
“I go for the skiing but when I’m not on the slopes it’s important to have a 5 star experience.”
“I enjoy having a fabulous time at a fabulous ski resort and skiing is secondary.”
finding untouched powder. Every aspect of my trip revolves around connecting with that lifestyle.”
“I’ve always loved skiing, and now that I have a family, I’m excited to pass on my passion.”
“I enjoy skiing, but I like to spend time with family at the base.”
5 star skiing and a 5 star stay. This is my ideal winter vacation. I look for world-class amenities, top cuisine and challenging terrain. Status and appearance are important
Alpine winters are my idea of heaven, from the
The. Epic. Day. That’s what I’m searching for.
I can’t wait to start making a mountain of memories
I love ski vacations, but I’m looking for something
with my family.
casual, something comfortable. I love the snow and all of the activities associated with it.
Quote
Approach
to me. It’s all about experiencing the finer things in life, so I look for a winter resort vacation that is equally exciting yet luxuriously comfortable.
Skill Level
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mountains to the cozy lodges to the picturesque towns. I’m into skiing but it’s a casual hobby for me. I’m more into hanging out at the luxury resort with my family and soaking up the atmosphere. We don’t go on a lot of ski trips but when we do we’re willing to pay for the best.
I’m all about first tracks, fresh powder and bragging rights. When I’m here, I gotta make the most of my time on the slopes. For me, it’s all about the mountain.
I loved going on family ski trips with my parents – and now I want to share this great sport with my own kids. There’s no
Sure the girls could tag along with us, but we
better place for us to spend quality time together than on the
time on the mountain skiing. And in between, it’s all about hanging out with
mountain.
family, reconnecting and having fun. We like to explore the nearby towns, eat, and maybe do a little shopping.
mainly all hang out after we’ve wrapped our day. It’s usually just me and my bros on patrol.
I hope the kids don’t mind getting up early, because that first chair is our ticket to the fresh stuff.
We’ll spend half of our
Case In Point Vail Resorts EpicMix
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The solution: Reshape the experience in a way that enables guests of all styles, passions, connections, and skill level to get real value out of their EpicMix. Introduce the idea of photos as a way to capture memories, turn the concept of pins from rewards into a means of exploration, and change the focus of competition from community into family. And wrap it all up in a beautifully visual| story that can be shared and relived time and again.
Case In Point Vail Resorts EpicMix
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Case In Point Vail Resorts EpicMix
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Case In Point Vail Resorts EpicMix
The Payout: Increased EpicMix Activations by 700% 500,000 shares to Facebook = 65,000,000 relevant social impressions 290,000 shares to Twitter = 36,540,000 relevant social impressions Captured lasting, meaningful memories for Vail Resorts guests
Of note: Vail Resorts indexes higher than any other ski resort in terms of guest affluence – the most valuable social influencers on the web.
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“can’t rise above the noise” or “we’re struggling to connect with our audience”
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Finding Connection Through A Shared Cause
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Case In Point Belvedere + Red
The Challenge: Connect the Grammy event into the social space‌ Somehow.
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Case In Point Belvedere + Red
Inside the Party
Outside the Party
The Solution: Harness the power of RFID and the spirit of competition to align guests to teams competing to win the honor of their name behind a donation to (RED). 37
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Case In Point Belvedere + Red
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Case In Point Belvedere + Red
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Case In Point Belvedere + Red
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THANK YOU
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Jeannie Christensen
Robb Stevenson
jchristensen@sapient.com Marketing Strategy & Social Experience, Manager @mslogic77
rstevenson@sapient.com Associate Creative Director Experience Strategy & Design @rstevenson33
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