More Bang for Your Marketing Buck

Presented by Rusty Williams Social Media: More Bang for Your Marketing Buck www.mzinga.com l February 2009

About Me Rusty Williams Mzinga Sr. Vice President, Business Development 20 years of industry experience Co-founder of Prospero Technologies VP New Internet Ventures, Individual, Inc. General Manager & VP, Delphi Internet VP Sales & Marketing, Inforonics [email_address] Twitter: @irusty Use #mzinga for tweets during this event Dave Wilkins: @dwilkinsnh monitoring

But first a word from our Viewers…. “ Tweetbowl” Results: Hulu: 1944 Pepsi: 3028 Budweiser: 2865 GoDaddy: 2376 Coke: 2237 Doritos: 2182 GI Joe: 1852 Source: Socialmedia.com Advertising is the beginning of a conversation

Let’s take a step back… This is about Marketing and Bang for Your Buck

What do marketers really care about? Brand building Communication Cost per Lead Customer acquisition & loyalty Target Audience Market reach Conversion rates Demand Generation Public relations Market research

Target Audience John Middleton Demographic profile: Financial manager, MBA Married 33 years old Located in Chicago, IL Jane Smith Demographic profile: Nurse with a college degree Single 28 years old Located in Miami, FL

Social media creates a whole, new context

Jane Smith Demographics: Nurse with a college degree Single 28 years old Located in Miami, FL Member of International Nursing Association Red cross volunteer UMiami Alum Music enthusiast with a personal blog 1,346 posts Was born and raised in CA Time-shifts shows with DVR Uses RSS to track news and favorite blogs 210 Facebook friends 547 Twitter followers 152 LinkedIn connections 45 favorite bands on iLike Social Marketing

It’s Word of Mouth marketing on steroids… (for a better return)

Buzzwords Social Graph Nodes of Influence “ Personal CPM”

But how do you measure the value & investment?

The research has already been done. Customers who use community & social media to engage with businesses… Source: Forum One Networks 2007 Spend 54% more than non-community users Report good experiences in forums 2x more often than in calls or mail Remain customers 50% longer than non-community users

25% of US online adults visit the social media site of a favorite brand. 52% report being positively influenced by the consumer-generated content—and will pass that on. In fact, they are 2X as active influencing the community at large via MySpace, Facebook, etc. According to Forrester Research, social media helps build brand loyalty & trust Source: “Recession Marketing,” Forrester Research, 2008.

89% of Best-in-Class companies improved customer satisfaction through the use of externally facing Web 2.0 applications… 63% improved product planning.

2006, Forrester More efficient market research More cost-effective customer support 98% lower avg. cost per interaction via self-service methods Traditional Focus Group Online Research Community Significantly Lower Costs $8,000 to $15,000 per individual focus group Cost is ≤ 3 traditional focus groups (supporting many more research events) Increased Productivity to hold 12 focus groups in 6 cities 2 weeks to hold 12 online research community activities with no travel required Contact Center Self-Service Support (i.e. Online Community) Customer support Cost Per Interaction $12.00 $.25

What do marketers also care about now…?

Connecting. Conversations. Relationships. (But how do you get started?)

Like anything worth doing, it takes a strategy …

And measurement of metrics…

And taking lessons from others like these guys…

Building Customer Loyalty Target Audience: Sync product customers Goal: Provide efficient customer support Moderation: Pre-moderation to comply with strict auto regulations Social Technologies: Discussion forums Integrated profile avatars Results: 10k members since April 2008 Decrease in support calls Product market research More than 1M message views

Increasing Brand Credibility Target Audience: Environmental professionals, including EDR customers & partners Goal: Establish EDR as the go-to resource for environmental risk information & establish dialogue with customers Moderation: Response moderation to keep conversation on topic Social Technologies: Blogs Discussion forums File sharing Podcasts

Peer Support Target Audience: Amway Global’s Independent Business Owners (IBO), consumers and employees. Objective: To connect, inspire and motivate those interested in weight loss or weight management. The community allows participants to learn from experts and share experiences. Results: Thousands of members connecting online, providing support and advice. Helping to increase visibility, customer satisfaction and sales. Social Technologies: Discussion forums Expert blogs Member journals Profiles Success stories

Increasing Market Reach Target Audience: All US voters and potential voters Goal: Build a brand and extend market reach exponentially Social Technologies: Blogs Videos Mobile Apps Facebook Site Twitter Results: 13M person social network 1.3M volunteers 750M in fundraising 4.6M Facebook friends 144,000 Twitter followers US Presidency

Recommended Resources www.mzinga.com l February 2009 wearesmarter.org barackinc.com amazon.com blogs.forrester.com thelongtail.com mzinga.com

Thank You! www.mzinga.com l February 2009 Rusty Williams Mzinga Sr. Vice President, Business Development [email_address] Twitter: @irusty

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