Driving sales 10 14-09

1. Social Media – Where it Works in Business and Does it Fit in Automotive? October 14, 2009

2. What We’ll CoverWhat is social?What isn’t socialBest practicesStrategyListeningGreat contentOngoing management / fostering of conversationMeasurementCase studiesEdmundsSonyBreaking Point SystemsGetting started

3. Who Am I and Why do You Care?I work for a company called, Powered. We’ve been buildingbranded online communities and delivering social strategies that drive measureable business results for 10+ years.Est. 1999, headquartered in Austin, TX

4. Expertise in marketing, social strategy & community development

5. Full-service consulting & execution

6. Integrate social marketing as a central component of the marketing mix to optimize overall marketing spendWho We Work With

7. What is Social Media?

8. It Feels Like it’s All About the Tools…Image courtesy Brian Solis

9. Definition According to WikipediaSocial media: content created by people using highly accessible and scalable publishing technologies. At its most]basic sense, social media is a shift in how people discover, read and share news, information and content. […] Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. […]

10. The REALLY Important WordsSocial media: content created by people using highly accessible and scalable publishing technologies. At its most]basic sense, social media is a shift in how people discover, read and share news, information and content. […] Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. […]

11. What isn’t Social Media?

12. This is NOT Social

13. This is ALSO Not Social

14. Nor is this Social

15. Some Best Practices

16. In “social,” there are2critical factors that separate:This….& THISAudience-focused StrategyIt’s not about you. It’s about them.Killer ContentNOT: ‘copy,’ messaging, press releases, product demos

17. “Social” strategy involves planningAlign with business goals

18. Content map (what, where, how often, by whom)

19. User experience

20. Calls to action

21. Development plan

22. Social syndication & promotion

23. Measurement & data collectionListening is VERY ImportantWhy can’t I ever get through to customer service?!? We like you but…I’m recommending you to everyone I know. ;) What is wrong with you guys? You are 100X better than the competition!!!You suck!

24. Content: Diversify based on audience needsSample subject: RunningSubject BreadtharticletutorialvideoworkshopSubject DepthIf you don’t know your audience’s preferences, start small and test - or just ask them.

25. Content: The 7 commandmentsTo create killer content, thou shalt…..never (ever, ever, ever) create infomercials.align content strategy to (community) business objectives.be realistic about the community’s propensity to contribute content and commune.offer depth and breadth of content topics.acknowledge differences in learning styles and diversify formats.keep the content fresh and relevant but create (some) content that will have a long life.listen to your audience and optimize to meet their needs.

26. Successful communities must be nurturedFebruary 2008 Forrester: “Online Community Best Practices”

27. And then Comes MeasurementCommunity Key Performance Indicators% of clicks to brand products

28. % More likely to purchase

29. % Planning to purchase

30. Community registrations

31. E-mail opt-ins

32. Time per visit

33. % more likely to recommend your brand

34. Community referrals

35. Social syndication

36. Actual online transactions & revenue

37. Reported purchases

38. % return visitors

39. % retention year to year

40. Share of household/wallet

41. Planned brand purchasesContent optimization measures: Views, clicks on calls-to-action, ratings, survey feedback

42. How About a Few Case Studies?

43. Edmunds.com Case StudyGood example of a dealership using Dealer Ratings & Reviews. They regularly send out emails to new customers asking them to write a review. They currently have 22 sales reviews and 2 service reviews

44. Edmunds.com Case StudyWhere many salespeople engaging in conversations (not soliciting but really helping people understand pricing and packages). There are customers that actually go out of state to buy from a salesperson who's been a regular helper in the Forums. People go with who they trust!

45. Edmunds.com Case StudyCustomers can see profiles of the other customers or sales people from whom they are getting answers

46. Edmunds Case StudyGoalDealers can drive trust and engagement leading to increased sales.ResultsIncreased reviews on dealership and service

47. Direct leads resulting from online relationship building

48. Better understanding of what customers are looking forWhyEdmunds focuses on creating valuable content and meaningful conversations where brands, dealers, experts and customers can come together

49. Sales and service people like because they can subscribe to alerts on specific categories they like to answer questions on. They can also build their own Expert widget to have on their dealership site or blog. Sony Case Study

50. Sony Case StudyGoalEstablish deep relationships, accelerate consideration & drive loyalty&advocacyResults388% increase in the number of user engagements

51. 34% growth in member registration / 31% increase in unique visits

52. 179% more repeat visits

53. 78% of users report that they are more likely to purchase a Sony product as a result of Backstage 101

54. 59% of users are likely to recommend Sony to a family member, friend, or coworkerWhyCustomer-centric content

55. Opportunity to engage in conversations with other customers & Sony employees

56. Clear and relevant merchandising against pre-selected segmentsBreakingPointCase Study

57. BreakingPoint Case StudyGoalDrive leads and awareness through their blog, Twitter, LinkedIn, Facebook, and YoutubeResultLess reliance on traditional marketing channels

58. Triple digit growth in 2009

59. Loyal base of advocates

60. Direct relationships with press and analystsWhyExplicit value in the content BreakingPoint delivers

61. Team of developers, marketers, product people and executives that provide ongoing access to their expertiseOther Bene’s: Engaged Community & SEO Juice

62. Getting Started

63. Getting StartedListen – what are your customers saying? Where are they saying it (think: Google Alerts, Radian6, Techrigy, BuzzGain)Align – What do you want to use social for? Customer research? Sales? Product innovation. Make sure your social efforts align with your corporate goalsInclude – Make sure you get Legal/Compliance on board early and often. They can help you guide & craft your social policy.Join – are your customers on Facebook? Twitter? Get Satisfaction? Sign up (but learn the etiquette first).Engage – Talk to your customers, prospects, partners and even detractors.Create – Don’t forget the “Killer Content.”Measure – Ignore this step at your peril. You may be doing a great job but you’ll never know if you don’t measure.

64. THANK YOU!Aaron StroutCMO, Powered Inc.Blog: http://blog.stroutmeister.comTwitter: http://twitter.com/aaronstroutE-mail: [email protected]

Driving sales 10 14-09

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