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Social Media Puzzle

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This document discusses social marketing and provides examples of how different companies have used various social media tools. It covers the history and overview of social marketing, common tools like blogs, social networks, and video. It also discusses differences between social media strategies for B2B versus B2C companies. Examples provided include how American Express, Archer, Pepsi, and Jeep have utilized social networks, blogs, crowdsourcing, and online communities to drive engagement, feedback, traffic, and sales. The document concludes with discussing qualitative and quantitative ways to measure the effectiveness of social media strategies.

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Holly GrenviczPrincipal / Chief StrategistWerkshop Marketing
Puzzle Piece 1 - The OverviewPutting Together the Social Marketing PuzzleThe HistoryWhat is it?How do I use it?
Puzzle Piece 2What Are The Tools & How To Use ThemThe Tools Social NetworksEmail / NewslettersWikisBlogsMicro BloggingAudio / PodcastsVideoLocation-based
Puzzle Piece 2: The ToolsBlogs - Mashable
Puzzle Piece 2: The ToolsWikipedia – President Obama
Puzzle Piece 2: The ToolsLinkedIn
Puzzle Piece 2: The ToolsDigg
Puzzle Piece 3B2B vs. B2C
Puzzle Piece 3
Puzzle Piece 3: B2BAmerican Express OPEN provide business advice and insightblog with frequently updated contenta large collection of shared videosnetwork with one another and with industry expertscustomize topics to their specific interestsThe social site has been extremely successful, increasing unique visitors 525% over the past year – from 160,000 in December 2008 to nearly 1 million in December 2009.
Puzzle Piece 3: B2B
Puzzle Piece 3: B2BArcherComponent 1: Online social network that gives customers a forum to interact, share best practices and provide feedback to help drive Archer product development. Component 2: Archer Exchange, an online marketplace that enables clients to downloadapplications developed by other clients or by Archer.The two social sites have been successful at driving website traffic and attracting new members: The Archer Community receives 20 new members, 4,000 unique visits and 400+ downloads every week, while the Archer Exchange boasts 17,000 unique visits, 90,000 page views and 1,200 downloads.But the real benefit has been enhanced product development as a result of user feedback and sharing. Archer tells Forrester that its Archer Community directly helped form its Business Continuity Management, Mobile GRC and Data Feed Manager applications.
Puzzle Piece 3: B2B
Puzzle Piece 3: B2CPepsiExperimenting with the Viral Power of Charitable IdeasPepsi cut their annual Super Bowl ad in order to invest more money a multi-million-dollar charitable grant program called “Pepsi Refresh Project.” People are able to create "refresh” communities online, post content, and vote for which community project they’d like to see Pepsi invest in.Crowdfunding is a growing trend among B2C businesses including sporting retail giant Land’s End. Similarly, Pepsi appears experimenting the power of the crowd. They're sourcing ideas. Using the Pepsi’s Refresh Project people can create communities which pitch ideas for charitable projects. People vote on the ideas and Pepsi makes those projects a reality. What Pepsi is most likely counting on is the reach of individuals to their networks. People push their “refresh” ideas to their networks through social media in order to generate more votes and in turn, more love for the Pepsi brand. A quick look at the current Pepsi Refresh homepage reveals the outline of a community that will encourage Social Media participation including tweets, video, and photos from users. If RefreshEverything.com takes off, they may be well on their way to mastering the multifaceted social media approach in the future. One thing is for certain though: It's an exciting time for marketers when a mega-company like Pepsi generates more buzz when they don't spend 3-million dollars on Superbowl ads than when they do.
Puzzle Piece 3: B2C
Puzzle Piece 3: B2CJeepCommunity Home BaseFlicker album of user-submitted photosLinks to Myspace and Facebook GroupsLinks to user-created content and groupsNews, events, commercials touts the “real” Jeep enthusiasts
Puzzle Piece 4SWOT Analysis
Puzzle Piece 4The Social Marketing Plan
Puzzle Piece 5Measurement
Puzzle Piece 5: MeasurementQualitative Treated more like PR measuresConversationsComparisons against competitionCreate dialogueQuality vs. Quantity
Puzzle Piece 5: MeasurementQuantitativeMetrics/ AnalyticsTrafficSales activitySEO rankingGoogle Analytics, Xinu
Questions?

More Related Content

Social Media Puzzle

  • 1. Holly GrenviczPrincipal / Chief StrategistWerkshop Marketing
  • 2. Puzzle Piece 1 - The OverviewPutting Together the Social Marketing PuzzleThe HistoryWhat is it?How do I use it?
  • 3. Puzzle Piece 2What Are The Tools & How To Use ThemThe Tools Social NetworksEmail / NewslettersWikisBlogsMicro BloggingAudio / PodcastsVideoLocation-based
  • 4. Puzzle Piece 2: The ToolsBlogs - Mashable
  • 5. Puzzle Piece 2: The ToolsWikipedia – President Obama
  • 6. Puzzle Piece 2: The ToolsLinkedIn
  • 7. Puzzle Piece 2: The ToolsDigg
  • 10. Puzzle Piece 3: B2BAmerican Express OPEN provide business advice and insightblog with frequently updated contenta large collection of shared videosnetwork with one another and with industry expertscustomize topics to their specific interestsThe social site has been extremely successful, increasing unique visitors 525% over the past year – from 160,000 in December 2008 to nearly 1 million in December 2009.
  • 12. Puzzle Piece 3: B2BArcherComponent 1: Online social network that gives customers a forum to interact, share best practices and provide feedback to help drive Archer product development. Component 2: Archer Exchange, an online marketplace that enables clients to downloadapplications developed by other clients or by Archer.The two social sites have been successful at driving website traffic and attracting new members: The Archer Community receives 20 new members, 4,000 unique visits and 400+ downloads every week, while the Archer Exchange boasts 17,000 unique visits, 90,000 page views and 1,200 downloads.But the real benefit has been enhanced product development as a result of user feedback and sharing. Archer tells Forrester that its Archer Community directly helped form its Business Continuity Management, Mobile GRC and Data Feed Manager applications.
  • 14. Puzzle Piece 3: B2CPepsiExperimenting with the Viral Power of Charitable IdeasPepsi cut their annual Super Bowl ad in order to invest more money a multi-million-dollar charitable grant program called “Pepsi Refresh Project.” People are able to create "refresh” communities online, post content, and vote for which community project they’d like to see Pepsi invest in.Crowdfunding is a growing trend among B2C businesses including sporting retail giant Land’s End. Similarly, Pepsi appears experimenting the power of the crowd. They're sourcing ideas. Using the Pepsi’s Refresh Project people can create communities which pitch ideas for charitable projects. People vote on the ideas and Pepsi makes those projects a reality. What Pepsi is most likely counting on is the reach of individuals to their networks. People push their “refresh” ideas to their networks through social media in order to generate more votes and in turn, more love for the Pepsi brand. A quick look at the current Pepsi Refresh homepage reveals the outline of a community that will encourage Social Media participation including tweets, video, and photos from users. If RefreshEverything.com takes off, they may be well on their way to mastering the multifaceted social media approach in the future. One thing is for certain though: It's an exciting time for marketers when a mega-company like Pepsi generates more buzz when they don't spend 3-million dollars on Superbowl ads than when they do.
  • 16. Puzzle Piece 3: B2CJeepCommunity Home BaseFlicker album of user-submitted photosLinks to Myspace and Facebook GroupsLinks to user-created content and groupsNews, events, commercials touts the “real” Jeep enthusiasts
  • 18. Puzzle Piece 4The Social Marketing Plan
  • 20. Puzzle Piece 5: MeasurementQualitative Treated more like PR measuresConversationsComparisons against competitionCreate dialogueQuality vs. Quantity
  • 21. Puzzle Piece 5: MeasurementQuantitativeMetrics/ AnalyticsTrafficSales activitySEO rankingGoogle Analytics, Xinu