Putting Social In Its Place
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A presentation I gave at Loyola University's Advertising Symposium. Unfortunately, it's visual, so a lot of the content won't have much context unless you were there. The gist: Social is looked at as both savior and sinner...when it should be seen as a sidekick to a robust, integrated marketing campaign. I use the Old Spice campaign's success to point out that traditional tactics were largely responsible for the direct sales. The social component helped increase brand engagement and improve perception. I also discuss its value not as a direct sales tool but as a branding and customer service platform.
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Putting Social In Its Place
- 1. 3600 clipper mill road • suite 240 • baltimore, md 21211 • 410.837.5555 • www.idfive.com Matt McDermott* Creative Director *not pictured
- 3. 1. Social is overrated.
- 4. 3600 clipper mill road • suite 240 • baltimore, md 21211 • 410.837.5555 • www.idfive.com
- 5. 3600 clipper mill road • suite 240 • baltimore, md 21211 • 410.837.5555 • www.idfive.com Old Spice sales increased 33% from 2009 to 2012.
- 6. 3600 clipper mill road • suite 240 • baltimore, md 21211 • 410.837.5555 • www.idfive.com But it started with a $10 million TV campaign… plus another $42 million in 2011 alone.
- 7. 3600 clipper mill road • suite 240 • baltimore, md 21211 • 410.837.5555 • www.idfive.com The biggest direct contributor: Coupons, rebates And discounts.
- 8. Paid. TV. Print. Cinema. Pre-rolls. Sponsored videos. Display ads.
- 9. Owned. Main site, microsite, and other online properties.
- 10. Then Social. Word of mouth, rampant sharing, parodies, earned media.
- 13. 2,632 straight games. 431 homeruns. 3,184 hits. 2 MVP awards.
- 14. Zero touchdowns.
- 15. Social produces results. But not necessarily the kind that make accountants giddy.
Editor's Notes
- 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- I’m here today to be the crazy old man shouting at the moon. The one throwing cold water all over the wide eyed possibilities and tra-la-la love fest that is social media. I’m here to put social in its place, by showing that it has a place. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- I say that with all the love and respect in the world. But if you’re to ask some people in marketing today, it’s the savior. Rescuing us from the interruptive models of advertising that have existed for hundreds of years. The truth is, it’s not a savior. It’s a sidekick. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- What’s the most successful social media campaign you can think of. Chances are, this will end up on that list. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- With good reason. If you’re to look at the numbers, it seems pretty impressive. Over a billion and a half impressions. Millions in earned media. Iconic status. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- But it would have never existed without the critical mass of traditional media. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- These are the tactics that make the cash register ring. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- Let’s break down the campaign. Because social was just a piece. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- Undervalued for what it can really do. For the campaigns that get shut down, it’s often because they failed to move the needle in sales. The problem is, they have the wrong expectations. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- Saying that your social campaign failed because it didn’t directly increase sales is like saying Baseball Hall of Famer Cal Ripken sucked 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- Because he didn’t score any touchdowns. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- Fell from 2 nd to 3 rd place behind Coke and Diet Coke. 300 million bucks. Over 80 million votes were registered; almost 3.5 million "likes" on the Pepsi Facebook page; almost 60,000 Twitter followers. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- Blink by Malcolm Gladwell. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- Brands live and die with customer service. Nordstrom anecdote. Zappos celebrates the longest customer call. The real-time nature. Not always scalable, but it’s very visible. And for many, it moved the perception needle by providing great customer service. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- Loyalty program. People offered up their information, access to their social streams. And the opportuntiy to connect with them over and over again, beyond just this campaign. Like Caps on Facebook Follow them on Instagram 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- Here’s an inforgraphic for you. The hippo is the traditional, digital ad spend. Social has a place. It’s a part of a wide media mix. Social, at this point, is a piece in the marketing ecosystem. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com