More Related Content Similar to Workshop: Integrated Influencer Marketing (20) More from Gaurav Mishra (20) Workshop: Integrated Influencer Marketing1. INTEGRATED INFLUENCER MARKETING
Gaurav Mishra/ Gauravonomics
www.gauravonomics.com
gauravonomics@gmail.com
gauravonomics on your favorite
social network
06.29.2010 | P1
© MSLGROUP
2. Director of digital and social media at MSLGROUP Asia
www.mslgroup.com/#practices/socialmedia
© MSLGROUP
5. How does the social web work?
1
Game: Real life social network
How is the social web changing 360 degree marketing?
2
Case study: PepsiCo
How to create an integrated influencer marketing strategy?
3
Case study: Dell
B2C: How to create an integrated influencer marketing strategy?
4 Case study: Starbucks
B2B: How to create an integrated influencer marketing strategy?
5
Case study: Microsoft
How to measure the integrated influencer marketing strategy?
6
Game: Strategy on a post-it note
So, what will we learn today?
© MSLGROUP
6. 1 What are our business objectives?
2 What are our brand personality traits and brand values?
3 Who are our brand evangelists and what are their passions?
4 What is our shared social heartbeat?
5 What organizing platforms and energizing programs will we create?
6 How will we measure success: impact, influence and engagement?
So, what will we do today?
© MSLGROUP
7. SESSION 1: HOW DOES THE SOCIAL WEB WORK?
06.29.2010 | P7
© MSLGROUP
8. Form groups of ten and check your chart paper/ post-it notes/
0
marker pens
Write your name and avatar-name, draw an avatar and mention five
1
“passion-tags” on a post-it note
Put up the post-it notes on your group’s chart paper in a random
2
order
Compare your “passion-tags” with your group members and draw a
3
line if the tags match
Game: Real life social network
© MSLGROUP
10. 1 Each one of us is connected to everyone else
2 Some of us are more connected than others
3 We connect with others around our passions
4 Connections lead to conversations, collaboration and community
5 Sometimes, we need catalysts to connect with others
6 Brands need to connect with people around their passions
How does the social web work
© MSLGROUP
12. Form groups of ten and check your chart paper/ post-it notes/
0
marker pens
On separate post-it notes, describe five instances when you
1
mentioned a brand to a friend (Which brand? Why? How?)
Put up the post-it notes on your group’s chart paper in a random
2
order
Group the post-it notes on the basis of similarities in brands
3
mentioned, the reason for mention, or the medium of mention.
Game: Why do we talk about brands
© MSLGROUP
14. 1 We talk about brands with our friends in many different context
2 We talk about brands that are remarkable and talkworthy
3 We talk about brands because they give us a trigger to talk
We talk about brands with our friends when we think that they will
4 benefit from the tip
We talk about brands with our friends because we like to be seen as
5
knowledgeable
We often use mobile phones and social networks to talk to our
6
friends about brands
Why do we talk about brands
© MSLGROUP
16. Business
objectives
0
1 2 3 4 5 6 7
Brand Brand Evangelist Evangelist Social Organizing Energizing
persona values persona passions heartbeat platform programs
Identifying the social heartbeat is core to integrated
influencer marketing
© MSLGROUP
17. Evangelist passions
Social
heartbeat
Brand
values
Why is identifying the social heartbeat core to integrated
influencer marketing?
© MSLGROUP
19. How does the social web work?
1
Game: Real life social network
How is the social web changing 360 degree marketing?
2
Case study: PepsiCo
How to create an integrated influencer marketing strategy?
3
Case study: Dell
B2C: How to create an integrated influencer marketing strategy?
4 Case study: Starbucks
B2B: How to create an integrated influencer marketing strategy?
5
Case study: Microsoft
How to measure the integrated influencer marketing strategy?
6
Game: Strategy on a post-it note
So, what will we learn today?
© MSLGROUP
20. 1 What are our business objectives?
2 What are our brand personality traits and brand values?
3 Who are our brand evangelists and what are their passions?
4 What is our shared social heartbeat?
5 What organizing platforms and energizing programs will we create?
6 How will we measure success: impact, influence and engagement?
So, what will we do today?
© MSLGROUP
22. SESSION 2: HOW IS THE SOCIAL WEB CHANGING
360 DEGREE MARKETING?
06.29.2010 | P22
© MSLGROUP
23. Brand positioning TV commercial 360
degree campaign
Old 360 degree marketing
The old 360 degree marketing was designed around an inside-out brand positioning captured in a
30-second TV commercial.
© MSLGROUP
24. Campaign 1 Campaign 2 Campaign 3
Attention
Time
Old 360 degree marketing
Even though each TVC-centric 360 degree marketing campaign attracted attention, it did not
retain attention. So, each campaign started and ended with zero attention.
© MSLGROUP
25. Social heartbeat Online community
360 degree commitment
360 degree marketing redux
The new 360 degree marketing is designed around an outside-in social heartbeat, realized in an
online community.
© MSLGROUP
26. Campaign 3
Campaign 2
Campaign 1
Attention
Time
360 degree marketing redux
Each community-centric 360 degree marketing campaign not only attracts attention from brand
evangelists, but also retains their attention over the long-term to grow the community.
© MSLGROUP
27. CASE STUDY: PEPSI REFRESH PROJECT
Disclosure: PepsiCo India was a 2020 Social client
06.29.2010 | P27
© MSLGROUP
28. Pepsi’s Super Bowl obsession
Pepsi spent $142
million on Super Bowl
ads in the last decade
with ads that were full
music videos with top
celebrities. Pepsi
spends more than half
of its marketing budget
on TV ads.
Source: http://www.youtube.com/watch?v=W7jkygJ_QNo © MSLGROUP
29. Shift 1: Inside-out brand message outside-in social
heartbeat
Indra Nooyi, CEO & Chairman
In 2009, PepsiCo At PepsiCo, Performance with
committed to the Purpose means delivering
promise of sustainable growth by investing
“performance with in a healthier future for people
purpose” and launched and our planet.
Pepsi’s Refresh Frank Cooper, Chief Consumer Engagement Officer
rebranding
Each of our beverage brands has
a strategy and marketing
platform that will be less about
(creating) a moment, more
about a movement.
Pepsi Refresh TVC featuring Bob Dylan & Will.i.am
Every generation refreshes the
world. Now it’s your turn.
Source: http://youtube.com/watch?v=MNVxeBglwxo © MSLGROUP
30. Pepsi Refresh Everything
The earlier version of
the Pepsi Refresh
website showcased
content and contests
that focused on
refreshing various
aspects of popular
culture.
Source: http://refresheverything.com © MSLGROUP
31. Pepsi Refresh Studio
For instance, in
September 2009, Pepsi
tied up with Will.i.am
to launch a contest to
create a user-
generated video and
music track of the
single "La La La" from
LMFAO.
Source: http://ultimaterefresh.com and http://pepsi.realitydigital.net © MSLGROUP
32. Shift 2: Commercial-centric community-centric
In January 2010,
PepsiCo launched the
Pepsi Refresh Project
with a budget of $20m
to support ideas that
refresh local
communities.
Based on the Pepsi
Optimism Project
(POP) Survey findings:
Americans believe that
the best ideas are
more likely to come
from "normal people"
as opposed to public
figures.
Source: http://refresheverything.com, http://youtube.com/watch?v=2fS39FitsoQ and
http://www.youtube.com/watch?v=4eX7Dl8Dn0I © MSLGROUP
33. Shift 3: Short-term campaigns long-term commitment
Apart from monthly
contests in which 1000
ideas compete for
$1.3m, Pepsi created a
series of celebrity
campaigns to energize
the community.
Source: http://refresheverything.com © MSLGROUP
34. Pepsi Refresh MTV Roadtrip
MTV VJ SuChin Pak
went on road trip
across America to meet
the Pepsi Refresh grant
recipients.
Source: http://facebook.com/refresheverything © MSLGROUP
35. Pepsi Refresh Celebrity Challenge
Pepsi Refresh Celebrity
Challenge where Demi
Moore and Kevin Bacon
promoted their
favorite causes.
Source: http://facebook.com/refresheverything © MSLGROUP
36. Pepsi Refresh: One Goal in Mind
In the run up to the
FIFA World Cup, Pepsi
Refresh tied up with
the US soccer team to
run a contest where
three players
promoted their
favorite ideas
Source: http://ussoccer.com/pepsirefresh © MSLGROUP
37. Pepsi Refresh: NASCAR Contest
Pepsi Refresh ran a
contest with NASCAR
where three drivers
promoted their
favorite charities.
Source: http://nascar.com/promos/pepsirefresh/index.html © MSLGROUP
38. Pepsi Refresh Do Good for the Gulf
Pepsi Refresh also ran
a special contest to
fund ideas that can
help in the Gulf oil
spill crisis.
Source: http://gulf.refresheverything.com © MSLGROUP
39. Pepsi Refresh: Cherry Goodness
Pepsi Refresh contest
where consumers can
win $5000 for
themselves and $5000
to support their
favorite charity by
finding one of the 100
specially marked Pepsi
Cherry products.
Source: http://refresheverything.com © MSLGROUP
40. Shift 4: Interruption-based permission-based
People opt-in to vote
for and promote their
favorite projects and
receive updates on
Facebook, Twitter and
other social networks,
apart from the
community website
itself.
Source: http://refresheverything.com © MSLGROUP
41. Shift 5: Brand commercial branded content streams
The Pepsi Refresh blog
includes
announcements, how-
to tips, case studies
and grantee stories to
educate and energize
the community.
Respected thought
leaders from GOOD act
as Refresh
Ambassadors (and
community managers)
in each category.
All funded ideas are
showcased and their
progress tracked on
the idea blog.
Source: http://refresheverything.com © MSLGROUP
42. Shift 6: Paid or earned media owned and shared media
Pepsi Refresh content
is created by celebrity
ambassadors,
contestants, and
supporters on
Facebook, Twitter and
other social networks,
apart from the
community website
itself.
Source: http://refresheverything.com © MSLGROUP
43. 1 Inside-out brand message outside-in social heartbeat
2 TVC-centric community-centric
3 Short-term campaigns long-term commitment
4 Interruption-based permission-based
Brand commercial branded content streams
5
Paid or earned media owned and shared media
6
360 degree marketing redux
The new 360 degree marketing is driven by six shifts, each triggered by the increasing
importance of the social web.
© MSLGROUP
45. HOW IS THE SOCIAL WEB CHANGING THE
MARKETING COMMUNICATIONS ECOSYSTEM?
06.29.2010 | P45
© MSLGROUP
46. Advertising
agencies
- Creative
Media buying
agencies
- Paid media
Public relations
agencies
- Earned media
Event agencies
- Experiences
The marketing communications ecosystem
© MSLGROUP
47. Advertising
agencies
- Creative
From digital
1
media to the
social web
Media buying
agencies
- Paid media
Public relations
agencies
- Earned media
Event agencies
- Experiences
Shift 1: The social web is not a new media channel, it’s a
web of social relationships
© MSLGROUP
48. Advertising
agencies
- Creative
Digital media to
1
social web
Media buying
agencies
- Paid media
Public relations
agencies
- Earned media
Conversations are
2
measurable
Event agencies
- Experiences
Shift 2: Word of mouth conversations are now measurable
© MSLGROUP
49. Advertising
agencies
- Creative
Digital media to
1
social web
Media buying
agencies
- Paid media
Public relations
agencies
- Earned media
Conversations are
2
measurable
Everyone is an
Event agencies 3
influencer
- Experiences
Shift 3: On the social web, everyone is an influencer
© MSLGROUP
50. Advertising
agencies
- Creative
Digital media to
1
social web
Media buying
agencies
- Paid media
Public relations
agencies
- Earned media
4 Multiplier effect Conversations are
via viral sharing 2
measurable
Everyone is an
Event agencies 3
influencer
- Experiences
Shift 4: On the social web, viral sharing acts as a multiplier
effect on paid advertising
© MSLGROUP
51. Advertising
agencies
- Creative
Digital media to
1
social web
Media buying
agencies
- Paid media
Public relations
agencies
- Earned media
4 Multiplier effect Conversations are
via viral sharing 2
measurable
Everyone is an
Event agencies 3
influencer
- Experiences
Experiences lead
5
to conversations
Shift 5: Offline experiences trigger online conversations
© MSLGROUP
52. Advertising
agencies
- Creative Brands creating
6 owned media
Digital media to
1
social web
Media buying
agencies
- Paid media
Public relations
agencies
- Earned media
Multiplier effect Conversations are
4 2
via viral sharing measurable
Everyone is an
Event agencies 3
influencer
- Experiences
Experiences lead
5
to conversations
Shift 6: Brands are engaging consumers directly by creating
branded content, or owned media
© MSLGROUP
53. 1 Web of social relationships, not digital media
2 Word of mouth conversations are measurable
3 Everyone is an influencer
4 Viral sharing leads to multiplier effect
5 Experiences trigger conversations
6 Brands are creating owned media
Six shifts in the role of agencies
In this new communications ecosystem, public relations agencies have the opportunity to play a
leading role by creating sharable content and experiences that create conversations and catalyze
the coming together of communities.
© MSLGROUP
54. Share insights on which social heartbeats resonate with the brand
1
values
2 Help the brand build long-term relationships with influencers
3 Host brand communities that organize and energize evangelists
4 Create compelling branded content platforms
5 Create compelling online-offline experiences
6 Measure the strength of the brand’s relationship with influencers
New role of agencies: create the connection between social
heartbeats and brand values
In this new communications ecosystem, agencies have the opportunity to play a leading role by
creating sharable content and experiences that create conversations and catalyze the coming
together of communities.
© MSLGROUP
55. Media Relations
Create content for
stories
Offline Events Online Communities
Spread online
Strengthen offline
Integrated influencer marketing approach
© MSLGROUP
56. Owned Media
Hub for content,
conversation,
community,
conversion
Paid Media Earned Media
Seed via targeted
social ads
Spread via
influencer outreach
Integrated influencer marketing elements
© MSLGROUP
57. Plan:
Insight and Foresight
- Context
- Research
- Workshops
Build: Engage:
Organizing Platforms Energizing Programs
- Community - Content
- Design - Conversation
- Development - Conversion
Integrated influencer marketing process
© MSLGROUP
59. How does the social web work?
1
Game: Real life social network
How is the social web changing 360 degree marketing?
2
Case study: PepsiCo
How to create an integrated influencer marketing strategy?
3
Case study: Dell
B2C: How to create an integrated influencer marketing strategy?
4 Case study: Starbucks
B2B: How to create an integrated influencer marketing strategy?
5
Case study: Microsoft
How to measure the integrated influencer marketing strategy?
6
Game: Strategy on a post-it note
So, what will we learn today?
© MSLGROUP
60. 1 What are our business objectives?
2 What are our brand personality traits and brand values?
3 Who are our brand evangelists and what are their passions?
4 What is our shared social heartbeat?
5 What organizing platforms and energizing programs will we create?
6 How will we measure success: impact, influence and engagement?
So, what will we do today?
© MSLGROUP
62. SESSION 3: HOW TO CREATE AN INTEGRATED
INFLUENCER MARKETING STRATEGY?
06.29.2010 | P62
© MSLGROUP
63. 1 2 3 4 5 6
Context Content Conversa- Community Channel Conversion
tion
Insights and Creative Programs to Platforms to Tactics for Metrics and
foresight to storytelling to understand, connect and organizing measurement
understand attract and engage and organize and tools to drive
what we want retain the energize evangelists energizing business
to achieve and attention of evangelists evangelists results
why evangelists across
channels
Integrated influencer marketing elements
© MSLGROUP
65. Dell Support Community
As early as 1996-97,
Dell started customer
communities to involve
Dell customers in
support and product
discussions.
The customer-driven
support community has
increased customer
satisfaction and driven
down support costs.
Source: http://en.community.dell.com © MSLGROUP
66. Dell Hell
In 2005-06, influential
blogger Jeff Jarvis got
tired of Dell’s
unresponsive customer
service and started the
Dell Hell meme.
Source: http://buzzmachine.com/archives/cat_dell.html © MSLGROUP
67. Direct2Dell Blog
In response to the Dell
Hell meme, Dell
started the Direct2Dell
blog to reach out to
and build long-term
relationships with
influencers.
Since then, Direct2Dell
has become one of the
most celebrated
corporate blogs.
Source: http://en.community.dell.com/dell-blogs/b/direct2dell © MSLGROUP
68. Dell Ideastorm
Encouraged by the
success of Direct2Dell,
Dell started customer-
driven ideation
community Dell
Ideastorm to listen to
customer’s ideas on
product improvement
and new product
development.
Source: http://ideastorm.com and http://www.youtube.com/watch?v=Y0SOXW_K56w © MSLGROUP
69. Dell Employee Storm
Dell also started an
internal ideation
platform called Dell
Employee Storm to
listen to product and
process innovation
ideas from its own
80000 employees.
Source: http://thesocialworkplace.com/featured/1558 © MSLGROUP
70. Dell Digital Nomads
Dell has launched
communities of
interest, like Dell
Digital Nomads for
highly mobile,
frequent-flying laptop
consumers.
The community
showcases tip and
stories for living life up
in the air, across time
zones.
Source: http://digitalnomads.com © MSLGROUP
71. Dell Take Your Own Path
Dell has launched
communities of
practice, like Dell Take
Your Own Path for
entrepreneurship.
The community
showcases stories of
self-made
entrepreneurs who
have built strong
businesses using
technology.
Source: http://takeyourownpath.com © MSLGROUP
72. Dell Go Green
Dell has launched
caused based
communities, like Dell
Go Green for
consumers to submit
ideas to redesign,
reuse or recycle
gadgets to make them
go green.
Source: http://dellgogreen.com © MSLGROUP
73. Dell Power To Do More
Dell collaborated with
independent
journalists to create a
new kind of owned
media platform.
Source: http://content.dell.com/us/en/corp/brand.aspx?c=us&s=corp&l=en © MSLGROUP
74. Direct2Dell India, China, Japan
Dell has launched
country-specific or
language-specific blogs
and communities in
markets like India,
China and Japan.
Source: India, China and Japan © MSLGROUP
75. Dell China
Dell also has a support
BBS in China, apart
from profiles on Sina
Weibo and Renren.
Source: Dell China BBS, Dell on Sina Weibo, Dell on Renren via Direct2Dell © MSLGROUP
76. Dell China/ Renren Doodle Contest
Dell China tied up with
Renren to create a
contest where
consumers could
create 3D doodles on
letters from a laptop
keyboard.
Source: Dell Youth via Little Red Book © MSLGROUP
77. Dell SMB on Facebook
Dell has created
communities on
Facebook, like the Dell
Social Media for Small
Business page,
structured as a
resource for sharing
tips, stories and best
practices.
Source: http://www.facebook.com/dellsocialmedia © MSLGROUP
78. Dell Outlet on Facebook/Twitter
Dell uses Facebook and
Twitter as channels to
sell computers to
consumers and
corporate purchase
managers.
@delloutlet on Twitter
has 1.5 million
followers and has
resulted in sales of
more than $6 million.
Source: http://twitter.com/delloutlet and http://facebook.com/delloutlet © MSLGROUP
79. Dell Support on Facebook/Twitter
Dell provides full
access to its support
forums from within
Facebook.
Dell also has several
dedicated service
accounts on Twitter,
segmented by country
and business.
Source: http://facebook.com/dell?v=app_124252447593351 and http://dell.com/twitter © MSLGROUP
80. Dell Social Media Stakeholders
Dell has a hub-and-
spoke model with a
small central strategy
team working with
country and business
with subject matter
experts.
Employees can blog
and tweet as a Dell
representative by
identifying themselves
as NameatDell.
Dell official Twitter
accounts clearly
identify the employees
behind them.
Source: http://dell.com/twitter © MSLGROUP
81. Dell Social Media Policy
Dell has a public social
media policy for its
employees, which sets
expectations for
acceptable behavior
and encourages
employees to engage
with customers and
others on social media.
Source:
http://dell.com/content/topics/global.aspx/policy/en/policy?c=us&l=en&s=gen&~section=0
19
© MSLGROUP
82. Dell Community Policy
Dell has a public
community policy for
the members of its
community and
support forums, which
sets expectations on
acceptable behavior
and provides guidelines
on how they can best
benefit from these
platforms.
Source: http://en.community.dell.com/content/TOU.aspx © MSLGROUP
84. Dell Blog Response Checklist
Source: http://www.slideshare.net/Dell_Inc/dell-outreach-in-the-blogosphere © MSLGROUP
85. Social Media Evolution at Dell
1996-97 2005-06 2007-08 2008-09 2009-10
Dell Support Dell Hell Dell Dell Digital Dell Outlet
Initiatives
Forum Blogger Ideastorm Nomad on Facebook
Dell outreach Dell Dell Take and Twitter
Community Direct2Dell Employee Your Own Social
Forum Storm Path commerce
Dell Go Social CRM
Green
Challenges Involve Dell Reach out to Involve Build Use social
customers in and build consumers communities networks to
support and long-term and of interest trigger sales
product relationships employees in around social and provide
discussions with product and heartbeats support
influencers process and
innovation communities
of practice
around
professions
Source: http://slideshare.net/Dell_Inc/blogwell-cincinnati-april-7-3678335 © MSLGROUP
87. How does the social web work?
1
Game: Real life social network
How is the social web changing 360 degree marketing?
2
Case study: PepsiCo
How to create an integrated influencer marketing strategy?
3
Case study: Dell
B2C: How to create an integrated influencer marketing strategy?
4 Case study: Starbucks
B2B: How to create an integrated influencer marketing strategy?
5
Case study: Microsoft
How to measure the integrated influencer marketing strategy?
6
Game: Strategy on a post-it note
So, what will we learn today?
© MSLGROUP
88. 1 What are our business objectives?
2 What are our brand personality traits and brand values?
3 Who are our brand evangelists and what are their passions?
4 What is our shared social heartbeat?
5 What organizing platforms and energizing programs will we create?
6 How will we measure success: impact, influence and engagement?
So, what will we do today?
© MSLGROUP
90. SESSION 4: B2C: HOW TO CREATE AN INTEGRATED
INFLUENCER MARKETING STRATEGY?
06.29.2010 | P90
© MSLGROUP
92. Starbucks Coffeehouse
Starbucks uses online
community as an
extension of its “the
third place”
“coffeehouse”
experience.
Source: http://www.starbucks.com/coffeehouse © MSLGROUP
93. Starbucks on Facebook
Active engagement on
the Starbucks
Facebook page
Micro contest and
campaigns for user
engagement
18 million + fans
Source: http://www.facebook.com/starbucks © MSLGROUP
94. Starbucks Around the World
Starbucks has several
country-specific pages
and promotions on
Facebook.
Source: http://www.facebook.com/Starbucks#!/Starbucks?v=app_142063194423 © MSLGROUP
95. Starbucks Vote
Starbucks offered a
free coffee to people
who voted in the 2008
US elections.
Source: http://www.youtube.com/watch?v=a2J8KJDsqqY © MSLGROUP
96. Starbucks Plegde 5
In 2009, Starbucks
started the Pledge 5
campaign to encourage
young people to
volunteer.
Source: http://www.youtube.com/watch?v=fom57XAEYWI © MSLGROUP
97. Starbucks Red
Starbucks tied up with
Bono’s Red initiative to
donate 5 cents for
every drink to save
lives in Africa.
Source: http://www.youtube.com/watch?v=kkC5qYH0ln0 © MSLGROUP
98. Starbucks Reusable Mug
Starbucks encourages
its consumers to switch
from paper cups to
reusable travel mugs.
Source: http://www.starbucks.com/thebigpicture © MSLGROUP
99. Starbucks Card
Consumers can manage
their Starbucks Card on
the Facebook
application.
Source: http://www.facebook.com/Starbucks?v=app_338375791266 © MSLGROUP
100. Starbucks Card iPhone App
Consumers can register
their card, check their
balance, track the
stars they earn toward
free beverages and
even pay for their
drink using the
Starbucks Card Mobile
app.
Source: http://www.starbucks.com/coffeehouse/mobile-apps/starbucks-card-mobile and
http://www.youtube.com/watch?v=V4P0Eb9A3mQ © MSLGROUP
101. Starbucks Facebook Places Offer
Starbucks has tied up
with Facebook Places
to offer specials deals
to consumers who
check in at their
stores.
Source: http://www.facebook.com/Starbucks#!/Starbucks?v=app_7146470109 © MSLGROUP
102. Starbucks Foursquare Offers
Starbucks has tied up
with Foursquare to
offer specials deals to
consumers who check
in at their stores
regularly and become
mayors.
© MSLGROUP
103. Starbucks Brightkite Offers
Consumers who
checked-in at a
Starbucks during
“Frappuccino happy
hour” got half-priced
Frappuccinos and
unlocked other
features and rewards,
including Frappuccino
badges.
© MSLGROUP
104. Starbucks Share
At Starbucks Share,
consumer can share
their story, wish, or
drink for the holiday
season.
Source: http://starbucks.com/share# © MSLGROUP
105. Starbucks Share Taiwan
Starbucks is also
running the Starbucks
Share campaign in
Taiwan.
Source: http://www.facebook.com/starbuckstaiwan?v=app_6009294086 and
https://www.starbucks.com.tw/act_ns/2010_share/index.html © MSLGROUP
107. Starbucks Taiwan
Starbucks also ran a
campaign in Taiwan in
which it asked them to
share their travel
stories on Facebook.
Source: http://www.facebook.com/starbuckstaiwan?v=app_4949752878 © MSLGROUP
108. Starbucks China Black is Chill
In China, Starbucks
asked consumers to
upload photos on the
“black is chill” theme.
Source: http://www.starbucks.com.cn/blackischill/ © MSLGROUP
109. Create Your Own Frappuccino
Satrbucks has used an
online community to
extend its “create your
own frappuccino”
experience.
Source: http://www.frappuccino.com/community © MSLGROUP
110. My Starbucks Story
Starbucks partners
submitted stories on
why they love working
at Starbucks.
Source: http://mystarbucksstory.com/ © MSLGROUP
111. Starbucks V2V
Starbucks Volunteer
network for promoting
events and actions
Source: http://www.v2v.net/starbucks © MSLGROUP
112. My Starbucks Idea
Community of
Starbucks fans for
‘making the Starbucks
experience better’
Users submit and vote
best ideas
Starbucks implements
the idea
Source: http://mystarbucksidea.force.com/apex/ideaHome © MSLGROUP
113. Starbucks Digital Network
Starbucks has closed
deals with several
content providers
including Foursquare,
LinkedIn, New York
Times, iTunes and Wall
Street Journal to
provide exclusive
content to consumers
who use free wi-fi at
its stores.
Source: http://starbucks.com/coffeehouse/wireless-internet/starbucks-digital-network © MSLGROUP
114. Stop Starbucks
Launched in May 2009,
to coincide with a big
Starbucks consumer
generated content
contest.
Minimal impact due to
overwhelming positive
conversations about
Starbucks.
Source: http://stopstarbucks.com © MSLGROUP
116. How does the social web work?
1
Game: Real life social network
How is the social web changing 360 degree marketing?
2
Case study: PepsiCo
How to create an integrated influencer marketing strategy?
3
Case study: Dell
B2C: How to create an integrated influencer marketing strategy?
4 Case study: Starbucks
B2B: How to create an integrated influencer marketing strategy?
5
Case study: Microsoft
How to measure the integrated influencer marketing strategy?
6
Game: Strategy on a post-it note
So, what will we learn today?
© MSLGROUP
117. 1 What are our business objectives?
2 What are our brand personality traits and brand values?
3 Who are our brand evangelists and what are their passions?
4 What is our shared social heartbeat?
5 What organizing platforms and energizing programs will we create?
6 How will we measure success: impact, influence and engagement?
So, what will we do today?
© MSLGROUP
119. SESSION 5: B2B: HOW TO CREATE AN INTEGRATED
INFLUENCER MARKETING STRATEGY?
06.29.2010 | P119
© MSLGROUP
121. Microsoft ExecTweets
Community built
around aggregation of
tweets from CXOs.
Voting, commenting
and sharing on the
aggregated tweets.
Source: http://exectweets.com © MSLGROUP
122. Windows Support Community
Microsoft Windows
support community
with expert blogs and
tips, and user stories.
Source: http://windows.microsoft.com/en-US/windows/help/community © MSLGROUP
123. Microsoft Windows 7 Launch
When Microsoft
launched Windows 7, it
aggregated
conversations about
Windows 7 on the
product homepage to
show that consumers
were receiving it
positively.
Source: http://www.microsoft.com/windows/social/ © MSLGROUP
124. Microsoft Press Room
Social media press
room with rich
multimedia content.
Source: http://www.microsoft.com/presspass/default.mspx © MSLGROUP
125. Microsoft Developer Network
Community platform
for Microsoft
developers to network
with and learn from
each other.
Source: http://msdn.microsoft.com © MSLGROUP
126. Microsoft Most Valued Professionals
Microsoft recognizes
its key community
evangelists as MVPs or
Most Valued
Professionals and
works with them to
amplify their voices.
Source: http://mvp.support.microsoft.com/ © MSLGROUP
127. Microsoft Partner Network
Community platform
for Microsoft partners
to network with and
learn from each other.
Source: http://microsoftpartnernetwork.com © MSLGROUP
128. Microsoft Careers JobsBlog
Microsoft career blog
with inside peek into
company culture and
advice from recruiters.
Source: http://microsoftjobsblog.com © MSLGROUP
129. Zune Social
Online music
community powered by
what Zune users and
their friends are
listening to.
Source: http://www.zune.net/en-us/promotions/jointhesocial/default.htm © MSLGROUP
130. Office Ribbon Hero
Game where users can
play challenges, score
points, and compete
with your friends while
improving their
productivity with
Office.
Source: http://officelabs.com/projects/ribbonhero © MSLGROUP
131. Microsoft Bizspark
Targeted LinkedIn ads
to drive leads to
expert profile.
Direct interaction
between experts and
developers.
Source: http://advertising.linkedin.com/bizspark © MSLGROUP
133. How does the social web work?
1
Game: Real life social network
How is the social web changing 360 degree marketing?
2
Case study: PepsiCo
How to create an integrated influencer marketing strategy?
3
Case study: Dell
B2C: How to create an integrated influencer marketing strategy?
4 Case study: Starbucks
B2B: How to create an integrated influencer marketing strategy?
5
Case study: Microsoft
How to measure the integrated influencer marketing strategy?
6
Game: Strategy on a post-it note
So, what will we learn today?
© MSLGROUP
134. 1 What are our business objectives?
2 What are our brand personality traits and brand values?
3 Who are our brand evangelists and what are their passions?
4 What is our shared social heartbeat?
5 What organizing platforms and energizing programs will we create?
6 How will we measure success: impact, influence and engagement?
So, what will we do today?
© MSLGROUP
136. SESSION 6: HOW DO WE MEASURE SUCCESS?
06.29.2010 | P136
© MSLGROUP
137. Business impact
New business
opportunities
New stakeholder
relationships
Mainstream media
1 coverage
Platform influence
(owned media)
Program engagement
(earned media)
Fans, subscribers or Comments, replies
2 3
registered users or retweets
Search engine rank Mentions, embeds or
and sentiment trackbacks
Cross-promotion Kudos, referrals or
between channels recommendations
Integrated influencer marketing metrics
© MSLGROUP
139. 1 What are our business objectives?
2 What are our brand personality traits and brand values?
3 Who are our brand evangelists and what are their passions?
4 What is our shared social heartbeat?
5 What organizing platforms and energizing programs will we create?
6 How will we measure success: impact, influence and engagement?
Game: Strategy on a post-it note
© MSLGROUP
141. How does the social web work?
1
Game: Real life social network
How is the social web changing 360 degree marketing?
2
Case study: PepsiCo
How to create an integrated influencer marketing strategy?
3
Case study: Dell
B2C: How to create an integrated influencer marketing strategy?
4 Case study: Starbucks
B2B: How to create an integrated influencer marketing strategy?
5
Case study: Microsoft
How to measure the integrated influencer marketing strategy?
6
Game: Strategy on a post-it note
So, what did we learn today?
© MSLGROUP
142. 1 What are our business objectives?
2 What are our brand personality traits and brand values?
3 Who are our brand evangelists and what are their passions?
4 What is our shared social heartbeat?
5 What organizing platforms and energizing programs will we create?
6 How will we measure success: impact, influence and engagement?
So, what did we do today?
© MSLGROUP
144. LET’S STAY IN TOUCH
www.gauravonomics.com
gauravonomics@gmail.com
gauravonomics on your favorite
social network
06.29.2010 | P144
© MSLGROUP