iStrategy Toronto Wildfire Social Unleashed keynote

Social Unleashed: Unlocking the Transformative Power of Social Marketing

Jessica GilmartinProduct Marketing ManagerWildfire, a division of Google

Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | [email protected] 2

The customer/consumer journey is changing…

Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google

STIMULUSPURCHASE

CHECK BLOGSSEARCH

READ REVIEWS

SHARE VIDEOS

NETWORKIn 2011, the average U.S. shopper consulted

10.4 sources prior to purchase, 2x as many as the year before

57% of people talk more online than they do in “real life”

1 in 4 search results

for the World’s Top 20 largest brands are links to user-generated content


• Engaging across social networks

• Social data matters

• Social signals everywhere

• Social, local, mobile

• Integrating paid, owned, earned media

Five keys to unlocking the power of social

Engaging Across Social Networks


Social media: It’s where your customers are

100M+1B+ 800M+

19M+ 140M+ 175M+

Monthly Active Users

Source: USA Today (Facebook); Google+; Linkedin (*registered users); AppData (Pinterest); Wall Street Journal; (Twitter) YouTube.


Engage across social networks

Your Bran

d


Engaging across networks: PUMA

Social Data Matters


Marketers are just beginning to get a handle on social data

Source: Mullen, 2012


Moving from social listening to social data

Social Listening Social Data


THE REALITY: Publishing to the Faceless


WHAT’S NEEDED: A Shift from the Faceless to Real People

Behavior+ + + + ++


Right Message, Right Channel, Two-way Dialogue

YOUR BRAND


Social Data: Key to Personalized Interactions

Social Data


Leveraging social data to drive better customer experiences

1. Capture social data

4. Social content for segments

2. Analyze social data and define segments

Social Channels

Social ChannelsSocial Data

3. Create social messages, pages, ads, promotions

Messages

Pages

Ads

Promotions

Social Content


Targeting communications through social channels

Social Data

Segments:• West Coast • NYC Area • “Super

Sharers”

NYC Area

INSIGHT FROM SOCIAL DATA:

80% of West Coast segment like skiing

ACTIONS:

• Promote ski packages

• Create ski related content for pages

• Partner with ski resorts for co-marketing opportunities


Large portion of NY segment are 40-50-year olds who like beaches

West Coast

ACTIONS:

• Run ads targeted to 40-50 yr old New Yorkers who like beaches

“Super Sharers”


Fans who share most are aged 18-25

ACTIONS:

• Target ads to 18-25 year olds

• Ads direct to app, asking them to write about their vacations at Harrison Hotels

• Use to capture and disseminate user stories, generating word of mouth

Harrison Hotels: Boutique Hotel Chain with West Coast & NY Area Locations


Targeting communications through social channels

Posting to different “circles”Targeted page posts

Targeted tweetsTargeted status updates

Social Signals Everywhere


Social signals are becoming pervasive across the web


Social marketing is about TRUST…

Consumer Trust Index

Source: Nielsen, “Global Trust in Advertising Survey,” April 2012

Source: Marketforce

Try new things based on friends’ suggestions

Encourage friends to try new products

Share negative experiences with brands or products

80%74%42%

..and driving word of mouth at scale


Social endorsements at the right time and place…


Earned media drives improved performance of paid

+1’s increase searchperformance5–10% average increase

in CTR on search ads

Source: Google

Add Social Annotations to Google Adwords search advertising


Social Local Mobile


Mobile access for social is growing fast


Mobile users are ready to take action

Sources: Google; “The Mobile Movement: Understanding Smartphone Users,” Google/Ipsos study, http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html

40% of mobile searches have local intent


• Auto-optimized for the device’s display

• Design once, run everywhere – smartphone, tablet, desktop

• Seamless, consistent customer experience regardless of device

• Engage mobile users – the fastest-growing method to access social media

Delivering an optimized experience on mobile is essential

SmartphoneTablet

Desktop

Integrating Paid, Owned, and Earned Media


Customer journey is fragmented across paid, owned, and earned

PAID OWNED EARNED

Search ads

Display ads

Video ads

Mobile ads

Social ads

Websites/Microsites

Social brand pages

+1’s

Likes

Tweets

Pins

Views & shares

PR, blogs


Paid, owned, and earned media need to work together

Prospects Prospects & Customers

Followers & Advocates

PAID OWNED EARNED

AdsWebsite,

Social Properties

Word of Mouth

Earned media is the key to unlocking the power of social


A unified approach to paid, owned, and earned media

SEARCH • DISPLAY • MOBILE • VIDEO • SOCIAL

PAID OWNED EARNED

About Wildfire


• Leading provider of social marketing software

• 21,000+ paying customers

• Powered 250K+ campaigns

• Division of Google

Wildfire at a glance

WorldwideRedwood CityLos AngelesChicagoNew YorkLondonMunichParisSingapore

Serve 30 of World’s Top 50 Brands


• Integrated platform for brand engagement, amplification, and monetization

• Data-driven content creation and publishing

• Real-time measurability and analytics

• Comprehensive management and control

AdsMessages Pages Promotions

Analytics

Campaigns • Engagement • Referrals • Benchmarking • Competitive

Social Data

The Wildfire Social Marketing Suite


Wildfire helps customers achieve key business objectives

Capture Leads & Data

Drive SalesBuild Awareness &

Word of Mouth

Amplify Reach Across All Channels

Engage Consumers in Ongoing Dialogue


Are you engaging with consumers across multiple networks?

What is your social data strategy?

Are you maximizing the value of social signals everywhere?

Do you have a mobile / local / social strategy?

Are you taking a unified approach to Paid + Owned + Earned media efforts?

Unlocking the power of social: checklist

THANK YOU

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iStrategy Toronto Wildfire Social Unleashed keynote

Business

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