Social Media Marketing presentation to IT World Canada audience at www.visability.ca May 27, 2010

2. Doing Social Media
“The Right Way”
Michelle Corsano
May 27, 2010

3. AGENDA
1. Pulse
2. Benefits
3. Success
4. Story

4. 65% of Marketers have either just started or
have been using social media for only a few
months.
April, 2010, SocialMediaExaminer.com

5. Social Media Budgets Grow

6. 56% of Marketers are using social media for 6
hours or more each week, while 1 in 3 invest 11 or
more hours each week.
April, 2010, SocialMediaExaminer.com

7. 1 in 3 Marketers indicated measuring results and
identifying the best practices were their top
questions when marketing with social media.
April, 2010, SocialMediaExaminer.com

8. Social Media Objectives
1. Website Traffic
2. Lead Generation
3. Sales Revenue
4. Search
Rankings
5. Brand

9. Doing What?
1. CEO’s on Facebook
2. Strategic!!!
3. Brand management
4. Internal communications
5. Recruiting

10. Where?
1. Facebook for B2B & B2C
2. YouTube for B2B & B2C
3. B2B more on Twitter
4. B2B more on LinkedIn

11. 1. Gaining the all-important eyeball
2. Improving traffic
3. Building new partnerships
4. Generating qualified leads
5. Close business
April, 2010, SocialMediaExaminer.com

12. New research found that companies with the
highest levels of social media activity on
average increased revenues by 18% in the last
12 months, while the least active saw sales
drop 6% over that period.
Source - Wetpaint & Altimeter Group

13. Leads for Less $$
• Social media, blogs & search
are more cost effective for
demand generation
• Spending on lead generation
is 60% less among
companies that devote at
least ½ of their budget to
social media

14. Blog - $0
Podcast - $0 and $2000
Video - $0 and $10,000 - $15,000
Wiki - about $6500 a year
Community - $0 (Ning) up to $100,000
The greater cost is staff and Content Creation
to fill up the social media / new media channels.

16. Major
corporations are
using social
media to stay in
touch with their
vocal customers.

17. Lessons to be Learned
Success factors in social media
“Your brand isn’t what you say;
it’s what people say it is.”
David Carlick
Co-founder, Doubleclick

18. 460,000,000 users
(that’s how many million??!!)
14,500,000
10 million “fans” sign up to commercial
“brand pages” every day.

19. Top 10 Brands on Facebook (# Fans)

20. Facebook Tactics
1. Surveys
2. Friend customers
3. Profile customers
4. Applications
5. Drive traffic
6. CPC ads

22. Starbucks has 7.2 million
fans on their Facebook Fan
page.

23. Starbucks card can be
managed inside Facebook.

24. P&G /Pantene
sells direct to
consumers
inside
Facebook.

25. Molson has 360,000 fans on
their Facebook fan page
(grew from 30,000)

26. TD Canada Trust has
20,000 fans on their
Facebook page

27. 108,000,000 users
(26 Million from USA)
#4 Top Twitter Countries
(Follows USA, UK and Brazil)
73% of Twitter users joined in first five months
of 2009

28. Top 20 Brands on Twitter
(share of voice)

29. Twitter Tactics
1. Monitor for PR
2. Create in-person
Events
3. Drive Traffic

31. Twitter
A tool embraced by the early adopter, Twitter can benefit from:
thought leadership, connection to the influencers, additional
message reach, access to mobile communicators, real-time
communication, but more importantly, the opportunity to build
relationships through conversations.
Who it’s good for? Media companies, social media savvy brands,
those who may already have a blogging strategy, those with
frequent updates.
High communication individuals may prefer this tool.
Jeremiah Owyang

32. Dell can directly track $6.5 million
in sales from using Twitter.

33. GOAL:
Develop Customer Service-Centric Brand,
Improve Customer Experience
TACTICS: Twitter
HELPED TO: Deliver Swift Customer Service,
Sell Last Minute Flight Deals, Engage
Customers

34. Top Reasons for Failure
• Lack EXECUTIVE sponsorship
• Lack STRATEGY
• Lack RESOURCES to manage

35. Yes, CEOs should Facebook
and Twitter (March, 2009)
• Dismissed as time-wasting distraction
• Afraid of security breaches and data privacy risks
• Most CEO’s are cut off from employees & customers
• Control oriented
2009 WAS the Corporate Web 2.0 tipping point

36. “Successful social media marketing is
80% strategy and 20% technology.”
Jeremiah Owyang
• Common impediments to success
– Siloed organizations
– Lack of understanding
– Budget
– Resources
– Measurement
– Executive buy-in

37. Strategy is in the Qs
What is the goal?
Who and Where are our customers?
What will speak to our audience?
What resources do we have?
What about the competition?

39. Supply Chain Management Software
2010 Social Media Marketing Award
In 2007, the CEO put forward a challenge to Marketing
to learn and take advantage of social media

40. Supply Chain Experts: Learn, Laugh,
Share and Connect
Campaign Goals
1. Foster Awareness of
solution and customers
2. Double Website Traffic
3. Double Lead Volume
TACTICS: Blog, Community, Video Series,
LinkedIn and Twitter

41. 21st Century Supply Chain Blog
Execution
• Slow start in 2004
• Optimized for search engines
• 21 internal authors (employees)
• Domain experts
• Post once per day
• Auto syndicate content to
Community and Twitter

42. Supply Chain Expert Community
Execution
• Forrester Groundswell
• Researched audience
• Built Social Media Strategy
• 1st Mover Advantage
• Launched July, 2009
• 2,500 Members
• 75% of members are prospects)
• News aggregator widget

43. Supply Chain Expert Community
Laugh
• Comedy Series
• Online videos by Second City
• Suitemates series of videos
satirizes enterprise software
companies (Exec is jailed for
dishonest practices)
• Making Supply Chain FUN

44. Supply Chain Experts: Learn, Laugh,
Share and Connect
Results (2008-2009)
1. 5.3 X increase traffic to
blog/community
2. 2.7 X increase traffic to
kinaxis.com
3. 3.2 X increase in
conversions (leads)
4. Double Digit Revenue
Growth Y-O-Y, during
recession!!!

45. Key Learnings
• Executive Sponsorship
• Research Audience
• Build Strategy
• Content Strategy
• Recruit Help (Resources)
• Optimize for Search (SEO)
• Be Patient!!!

47. Thank You!!!
Michelle Corsano
Michelle@BurstMarketing.ca