Learn how Social Media is pushing radical transparency in brand management. Includes new research on Social Media Policy and calculating Social Media ROI. Social Media case studies of The North Face and Drugstore.com.
3. ABOUT THE PRESENTER
Joey Shepp
• Principal at Earthsite
New Media for Sustainable Brands
• Professional Speaker on the topics of
New Media and Sustainable Business.
• More at http://www.JoeyShepp.com
11. SOCIAL MEDIA IS A
DISRUPTIVE TECHNOLOGY
Old School New School
Top Down Bottom Up
Closed Open
Advertisement Conversation
Print Media Digital Media
One to Many Many to Many
Privacy Transparency
14. UPDATED FTC
ENDORSEMENT
GUIDELINES
• Revisions to 30 year old guides
• Section 5 of the FTC Act, which broadly prohibits"unfair and deceptive acts or
practices in commerce".
• Guides don't have the force of law, they don't carry penalties.
However, FTC could place a lawsuit against company which could result in fines.
• Medium doesn't matter as long as it's a form of marketing ie) Twitter, Facebook,
blogs, email
• It calls for disclosures of brand ambassadors (who’s paid to represent your brand)
• Company should have a policy for how they manage social media
15. AFFILIATE MARKETING
• Are
you getting a
commission? Disclose it.
broad disclosure
• Is
sufficient? Shouldn't have
to look for it. Should be
easy to find.
17. BOTTOM LINE
• Does the audience understand
relationship between publisher
and the advertiser?
• If it's not clear from the context,
publisher should disclose
connection to the advertiser.
• Transparency is key!
19. SOCIAL MEDIA POLICY
BEST PRACTICES
• Should function as an informal
guide, in which there is room for
interpretation and discussion with
employees
• Actively train and educate
employees
• Assign the role of Community
Manager which employees can go
to if they don’t know what to do
• Make it available to the public
20. KEEP IT SIMPLE
"The more restrictions that you place on
employees, the less room you give them to
be a real asset to your online reputation."
"The benefits of having your employees
engaging in social media far outweigh the
dangers of them saying something that
they shouldn't,"
Andy Beal, Author of the book Radically
Transparent.
21. ZAPPOS
SOCIAL MEDIA POLICY
"Be real and use your best judgment."
22. INTEL
SOCIAL MEDIA GUIDELINES
• Be transparent.
• Be judicious.
• Write what you know.
• Perception is reality.
• It's a conversation.
• Are you adding value?
• Your Responsibility
• Create some excitement.
• Be a Leader.
• Did you screw up?
• If it gives you pause, pause.
26. BENEFITS OF BEING OPEN
• Build trusting customers
• Avoid FTC Lawsuits
• Engage your employees/customers
• Innovation from customer feedback
• Quicker response to concerns
• Call out competitors
31. WHAT’S YOUR GOAL?
• Sales • Leadgeneration
• Registrations • Conversion
• Referrals • Reduced sale cycles
• Links (Traffic)
• Votes
• Reduction in costs and
processes
• Decrease in customer
issues
32. 2009 SOCIAL MEDIA METRICS
89% of CMOs
tracked the impact of
social media by
traffic, page views,
and the size of their
social graph or
communities.
Source: Brian Solas, Mashable
33. 2010 FORECAST IN SOCIAL
MEDIA METRICS
• 333%surge in tracking
revenue
• 174%escalation in
monitoring conversions
• 150% increase in measuring
average order value
Source: Brian Solas, Mashable
34. SOCIAL MEDIA METRICS
APPROACH
• Focus on Interactions
• Target Influencers
• Measure Before and After
• Accumulate Social Capital
39. NORTH FACE FEB. 2009
• Nonexistent social media strategy was
an utter-flop for the brand
• Communicated every-so-often
• Rarely responded to fans/followers,
• 8627 Facebook Fans and 1087 Twitter
Followers
• Led to blog article: 'Social Media
Smackdown: Mtn Hardwear vs. The
North Face
40. NORTH FACE TODAY
12 months later
• 150,000 Facebook Fans
• 10,000 Twitter Followers
What did they do?
41. FACEBOOK PAGE
Small Changes, Big Results
• Changed landing page
strategy, FBML blocks
• Encouraged Athletes to
post
• Huge Growth in Fans
42. TWITTER PAGE
Dedicated Strategy
• Content Manager
• 3-5 posts per day
• Notrepeating
Facebook Content
45. NORTH FACE ON
SOCIAL MEDIA
• Toqualify as social media the
experience must:
• Allow users to share,
participate, connect or
contribute in a way that
facilitates conversation or
contributes to shared
content.
47. KEEP IT SIMPLE
March Madness
• Multiple polls going
• Different links to different
landing pages
• No cohesive agent bringing
them all together
• 700 total votes
• Failure in ROI, but success
in learning lesson.
49. DEAL OF THE WEEK
Facebook Page
• Weekly Deal offering
• Mimic and Test
50. BELIEF IN SOCIAL MEDIA
• Panel/Internal Teams: Marketing, Customer Care, Legal, HR,
Merchandising, Creative, and Finance
• It's not just for Marketing: Customer Care use
• Strategy: Proactive, reactive, and adaptive
52. CAMPAIGN RESULTS
• 200 blogs and articles written
• 500,000 tweets, 3000+
images, and 500+ videos
• New subscriptions increased
by 20% during the summer
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