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What You Don’t Know About Social Media Can Hurt You

An interactive discussion on the principles of GOOD social strategy Prepared by SapientNitro For Social Media Week 9.27.2012

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Social Media Has Gone Mainstream

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Social Media Has Gone Mainstream

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So What Is The Big Idea?

2006 2011

COLLECTING

2012+

CONNECTING

People interact in the social space in an entirely different way 5

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And What Does That Even Mean?

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2012+

2006 2011 COLLECTING

CONNECTING

“Friends”

Interests

Followers

Ideas

Comments

Stories

Likes

Passions

Breadth

Depth


The Right Message At The Right Place & Time

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SO HOW DO WE POSSIBLY MAKE SENSE OF IT ALL? 8

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The Principles of GREAT Social Media Marketing

The Principle of

One Voice The Principle of

Deeper Engagement The Principle of

Storytelling The Principle of

Social Good 9

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“we have an inconsistent brand voice” or “siloed methods of communication”

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2 Sides To Having One Voice

twitte |

rest

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pinte

r

YOUR AUDIENC E

=

your brand


Understanding Digital Behaviors

Traditional Marketing Personas outline the detailed characteristics of a typical archetype of the brand, detailing life-like character traits such as demographics, lifestyle insights, income averages, purchase influencers, personal goals, motivators, past behaviors, and more. 12

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Understanding Social Behaviors

Social Media Personas outline insights about what their function is in the purchase process, where opportunities lie, and how the persona interacts. 13

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The Brand Experience Framework

BOUGHT MEDIA

EARNED MEDIA 14

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OWNED MEDIA


Case In Point A Major Solar Energy Company Challenge: We have major gaps in our customer journey Solution: Journey + Gap analysis

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Case In Point A Reasonably Large Gaming Company Challenge: Make the biggest entertainment launch in history BIGGER. Solution: Create a talk-worthy global alternate reality game that turns teaser ‘ripples’ into social tidal waves.

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Case In Point A Reasonably Large Gaming Company

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Case In Point A Reasonably Large Gaming Company

The Payout: Reached $1B in revenue 3x faster than the previous year Highest selling entertainment property 4 years straight Set Facebook and the Blogosphere on FIRE!!!

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“little proliferation of content” or “a lukewarm community”

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The Rise Of Visual Culture

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Source: JeffBullas.com


Worth A Thousand Likes

The average engagement rate on FB for posts with imagery is 37% higher than posts with text only 21

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Case In Point Lens Crafters The Challenge: LensCrafters wanted an experience that could tell the emotional brand story.

The Solution: What else conjures up emotion more than a mini movie of all the images your eyes have seen? How I See It is a digital experience from LensCrafters that leverages Facebook connect to show people all their eyes have seen, impressing on them the power of human sight and the importance of caring for their eyes. 22

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Case In Point Lens Crafters

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Case In Point #StereotypicalHarley The following results were generated via Twitter and Instagram March

April

1,540 721

Number of tweets tagged with #stereotypicalharley

250

251

Number of Instagram photos tagged with #stereotypicalharley

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251

Number of Instagram photos liked by stereotypicalharley

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Number of inappropriate photos blocked through moderation services

Challenge: Harley needed to break the stereotypes of their “old school� customer Solution: Tag real life, modern day rides and riders on Instagram and watch the a new image emerge 24

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NO T

Case In Point #StereotypicalHarley

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S O TYPICA


“not sure what to do with our fanbase” or “how do i create a valuable social brand experience ”

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Case In Point Vail Resorts EpicMix

The Challenge: How do you plus an award winning digital experience, evolve it to engage every guest in a personally meaningful way, help them connect more intimately to a sport they’re already passionate about, and empower them to share bigger and richer stories about their time with you? Oh, and inspire them to become vocal brand advocates in the process? 27

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Case In Point Vail Resorts EpicMix

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Case In Point Vail Resorts EpicMix

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Title

The Alpine A-Listers

The Village Sophisticates

The Shred Heads

The Fresh Tracks Family

The Cruise Alongs

Essence

Ski hard & relax luxuriously with friends & family

Ski casually & relax luxuriously with friends & family

Charge hard & relax socially with “I livefriends for going big and

Ski hard & relax socially with friends & family

Ski casually & relax socially with friends & family

“I go for the skiing but when I’m not on the slopes it’s important to have a 5 star experience.”

“I enjoy having a fabulous time at a fabulous ski resort and skiing is secondary.”

finding untouched powder. Every aspect of my trip revolves around connecting with that lifestyle.”

“I’ve always loved skiing, and now that I have a family, I’m excited to pass on my passion.”

“I enjoy skiing, but I like to spend time with family at the base.”

5 star skiing and a 5 star stay. This is my ideal winter vacation. I look for world-class amenities, top cuisine and challenging terrain. Status and appearance are important

Alpine winters are my idea of heaven, from the

The. Epic. Day. That’s what I’m searching for.

I can’t wait to start making a mountain of memories

I love ski vacations, but I’m looking for something

with my family.

casual, something comfortable. I love the snow and all of the activities associated with it.

Quote

Approach

to me. It’s all about experiencing the finer things in life, so I look for a winter resort vacation that is equally exciting yet luxuriously comfortable.

Skill Level

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mountains to the cozy lodges to the picturesque towns. I’m into skiing but it’s a casual hobby for me. I’m more into hanging out at the luxury resort with my family and soaking up the atmosphere. We don’t go on a lot of ski trips but when we do we’re willing to pay for the best.

I’m all about first tracks, fresh powder and bragging rights. When I’m here, I gotta make the most of my time on the slopes. For me, it’s all about the mountain.

I loved going on family ski trips with my parents – and now I want to share this great sport with my own kids. There’s no

Sure the girls could tag along with us, but we

better place for us to spend quality time together than on the

time on the mountain skiing. And in between, it’s all about hanging out with

mountain.

family, reconnecting and having fun. We like to explore the nearby towns, eat, and maybe do a little shopping.

mainly all hang out after we’ve wrapped our day. It’s usually just me and my bros on patrol.

I hope the kids don’t mind getting up early, because that first chair is our ticket to the fresh stuff.

We’ll spend half of our


Case In Point Vail Resorts EpicMix

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The solution: Reshape the experience in a way that enables guests of all styles, passions, connections, and skill level to get real value out of their EpicMix. Introduce the idea of photos as a way to capture memories, turn the concept of pins from rewards into a means of exploration, and change the focus of competition from community into family. And wrap it all up in a beautifully visual| story that can be shared and relived time and again.


Case In Point Vail Resorts EpicMix

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Case In Point Vail Resorts EpicMix

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Case In Point Vail Resorts EpicMix

The Payout: Increased EpicMix Activations by 700% 500,000 shares to Facebook = 65,000,000 relevant social impressions 290,000 shares to Twitter = 36,540,000 relevant social impressions Captured lasting, meaningful memories for Vail Resorts guests

Of note: Vail Resorts indexes higher than any other ski resort in terms of guest affluence – the most valuable social influencers on the web.

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“can’t rise above the noise” or “we’re struggling to connect with our audience”

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Finding Connection Through A Shared Cause

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Case In Point Belvedere + Red

The Challenge: Connect the Grammy event into the social space‌ Somehow.

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Case In Point Belvedere + Red

Inside the Party

Outside the Party

The Solution: Harness the power of RFID and the spirit of competition to align guests to teams competing to win the honor of their name behind a donation to (RED). 37

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Case In Point Belvedere + Red

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Case In Point Belvedere + Red

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Case In Point Belvedere + Red

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THANK YOU

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Jeannie Christensen

Robb Stevenson

jchristensen@sapient.com Marketing Strategy & Social Experience, Manager @mslogic77

rstevenson@sapient.com Associate Creative Director Experience Strategy & Design @rstevenson33

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