Social Unleashed: Unlocking the Transformative Power of Social Marketing Jessica Gilmartin, Wildfire Social media is fast becoming a key element of the total marketing mix, cutting across both online and offline activities. There is huge potential for social marketing to amplify brand awareness, engage consumers, and drive business results – but most brands are just scratching the surface of what’s possible. Jessica Gilmartin, Senior Marketing Director of Wildfire, a division of Google, reveals five keys to unleashing the power of social media. Core concepts include cross-network engagement, harnessing social data, and leveraging social signals across the web. Gilmartin also discusses what the convergence of social, local, and mobile means for marketing strategy, and how to make paid, owned, and earned media work more effectively together.

1. Social Unleashed: Unlocking the Transformative
Power of Social Marketing
Jessica Gilmartin
Product Marketing Manager
Wildfire, a division of Google

2. The customer/consumer journey is changing…
1 in 4 search results CHECK BLOGS
for the World’s Top 20 SEARCH
largest brands are links
to user-generated content
STIMULUS
PURCHASE
READ NETWORK
In 2011, the average U.S. REVIEWS
shopper consulted 57% of people
10.4 sources talk more online than
prior to purchase, 2x as many they do in ―real life‖
as the year before
SHARE VIDEOS
Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011,
Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google
Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 2

3. Five keys to unlocking the power of social
• Engaging across social networks
• Social data matters
• Social signals everywhere
• Social, local, mobile
• Integrating paid, owned, earned media
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4. Engaging Across
Social Networks

5. Social media: It’s where your customers are
Monthly Active Users
1B+ 100M+ 800M+
19M+ 140M+ 175M+
Source: USA Today (Facebook); Google+; Linkedin (*registered users); AppData (Pinterest); Wall Street Journal; (Twitter) YouTube.
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6. Engage across social networks
Your
Brand
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7. Engaging across networks: PUMA
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8. Social Data
Matters

9. Marketers are just beginning to get a handle on social data
Source: Mullen, 2012
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10. Moving from social listening to social data
Social Listening Social Data
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11. THE PROMISE OF SOCIAL MEDIA
BRAND
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12. THE REALITY:
Publishing to the Faceless
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13. WHAT’S NEEDED:
A Shift from the Faceless to Real People
+ + + + + + Behavior
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14. Right Message, Right Channel, Two-way Dialogue
YOUR
BRAND
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15. Social Data: Key to Personalized Interactions
Social Data
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16. Leveraging social data to drive better customer experiences
Social Social
Channels Social Data Social Content Channels
Messages
Pages
Ads
Promotions
1. Capture social 2. Analyze social data 3. Create social 4. Social content for
data and define segments messages, pages, segments
ads, promotions
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17. Targeting communications through social channels
Harrison Hotels: Boutique Hotel Chain with West Coast & NY Area Locations
West Coast
ACTIONS:
INSIGHT FROM SOCIAL
DATA: • Promote ski packages
80% of West Coast • Create ski related content for pages
segment like skiing • Partner with ski resorts for co-marketing opportunities
NYC Area
Social Data ACTIONS:
INSIGHT FROM SOCIAL
DATA: • Run ads targeted to 40-50 yr old New Yorkers who
like beaches
Large portion of NY
segment are 40-50-year
olds who like beaches
Segments:
• West Coast “Super Sharers”
• NYC Area ACTIONS:
• ―Super Sharers‖ INSIGHT FROM SOCIAL • Target ads to 18-25 year olds
DATA: • Ads direct to app, asking them to write about their
Fans who share most are vacations at Harrison Hotels
aged 18-25 • Use to capture and disseminate user stories,
generating word of mouth
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18. Targeting communications through social channels
Targeted page posts Posting to different ―circles‖
Targeted status updates Targeted tweets
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19. Social Signals
Everywhere

20. Social signals are becoming pervasive across the web
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21. Social marketing is about TRUST…
..and driving word of mouth at scale
Consumer Trust Index
Source: Nielsen, ―Global Trust in Advertising Survey,‖ April 2012
80% Try new things based on friends’ suggestions
74% Encourage friends to try new products
42% Share negative experiences with brands or products
Source: Marketforce
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22. Social endorsements at the right time and place…
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23. Earned media drives improved performance of paid
+1’s increase search
performance
5 –10% average increase
in CTR on search ads
Add Social Annotations to Google Adwords search advertising
Source: Google
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24. Social Local Mobile
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25. Mobile access for social is growing fast
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26. Mobile users are ready to take action
40% of mobile searches have local intent
Sources: Google; ―The Mobile Movement: Understanding Smartphone Users,‖ Google/Ipsos study, http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html
Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 26

27. Delivering an optimized experience on mobile is essential
• Auto-optimized for the device’s
display
• Design once, run everywhere –
smartphone, tablet, desktop
• Seamless, consistent customer
experience regardless of device
Smartphone
Tablet
• Engage mobile users – the Desktop
fastest-growing method to
access social media
Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 27

28. Integrating
Paid, Owned, and
Earned Media

29. Customer journey is fragmented across paid, owned, and earned
PAID OWNED EARNED
Search ads +1’s
Websites/Microsit
es Likes
Display ads
Tweets
Video ads
Social
brand Pins
Mobile ads pages
Views & shares
Social ads PR, blogs
Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 29

30. Paid, owned, and earned media need to work together
Earned media is the key to unlocking the power of social
PAID OWNED EARNED
Website, So Word of
Ads cial Mouth
Properties
Prospects Prospects & Followers &
Customers Advocates
Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 30

31. A unified approach to paid, owned, and earned media
PAID OWNED EARNED
SEARCH • DISPLAY • MOBILE • VIDEO • SOCIAL
Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 31

32. About Wildfire

33. Wildfire at a glance
• Leading provider of social marketing Serve 30 of World’s Top 50 Brands
software
• 21,000+ paying customers
• Powered 250K+ campaigns
• Division of Google
Worldwide
Redwood City
Los Angeles
Chicago
New York
London
Munich
Paris
Singapore
Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 33

34. The Wildfire Social Marketing Suite
• Integrated platform for brand
engagement, amplification,
and monetization
Social Data
• Data-driven content creation
and publishing
• Real-time measurability
and analytics
Messages Pages Ads Promotions
• Comprehensive management
and control
Campaigns • Engagement • Referrals • Benchmarking • Competitive
Analytics
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35. Wildfire helps customers achieve key business objectives
Build Awareness &
Word of Mouth Drive Sales
Capture Leads Amplify Reach
& Data Across All Channels
Engage Consumers
in Ongoing Dialogue
Confidential | Wildfire Interactive | wildfireapp.com | 888. 274.0929 | facebook.com/wildfireinteractive | info@wildfireapp.com 35

36. Unlocking the power of social: checklist
 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?
Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 36

37. THANK YOU