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Learnings from WOMMA Summit,[object Object],Monica Appelbe (SBG PR),[object Object],Lynette Liu (CMT),[object Object]
Key Themes,[object Object],Influencers,[object Object],Measurement,[object Object],Internal enablement,[object Object]
Influencers,[object Object],Several interesting sessions explicitly about targeting influencers,[object Object],Josh Bernoff (Forrester),[object Object],Jamba Juice,[object Object],Vail Resorts,[object Object],Hewlett-Packard,[object Object],Verizon Residential,[object Object]
Keynote: Josh Bernoff,[object Object],Peer Influence Analysis segments the different types of influencers and dictate how they can be reached.,[object Object]
Case Study: mba Juice,[object Object],Goal: evolve brand image from “smoothies” to “better-for-you beverages and foods”,[object Object],Campaign:,[object Object],Recruit physically and socially active people who have a passion for well-being to join athlete teams as “brand ambassadors”,[object Object],Brand ambassadors participate in foot races across the U.S. wearing Jamba Juice clothing and giving out samples,[object Object],Success Metrics,[object Object],Cost per impression (offline + online),[object Object],Improvement in key brand health indicators,[object Object],The best brand ambassadors have activity passion and product passion.,[object Object]
Case Study: Vail Resorts Snow Squad,[object Object],Goal: attract visitors to Vail Resorts (both local and vacationers) by creating positive buzz ,[object Object],Campaign:,[object Object],Held contest among locals to recruit “Snow Squad”,[object Object],Armed squad with season passes, video cameras, gear to document their adventures on the slopes,[object Object],Published their content on buzz.snow.com,[object Object],Success metrics:,[object Object],# of entries for Snow Squad contest,[object Object],Visitors to buzz.snow.com,[object Object],Make your influencers “mini stars” and they’ll naturally build buzz for you via WOM.,[object Object]
Case Study: Hewlett-Packard,[object Object],Goal: increase preference for HP laptops among college students,[object Object],Campaign:,[object Object],Leverage entrepreneurial students with insider knowledge to market to their fellow students,[object Object],Engage with college reps via Repnation site to learn more about these influencers over time,[object Object],Success Metrics:,[object Object],Brand perception,[object Object],Purchase preference,[object Object],Local ambassadors from the population you are marketing to can be the most effective at marketing on your behalf.,[object Object]
Case Study: Verizon Residential,[object Object],Goal: improve customer satisfaction,[object Object],Program: recruit evangelists to peer-to-peer forums for the purposes of providing support,[object Object],Success metrics:,[object Object],Customer engagement,[object Object],Problem resolution,[object Object],Evangelist engagement,[object Object],Evangelists may not be Facebook or Twitter people, but would happily engage on a community site.,[object Object]
Measurement,[object Object],Measurement strategies vary depending on nature of campaign,[object Object],ESPN,[object Object],Coke Zero,[object Object]
Case Study: ESPN,[object Object],Insight: sports is a key driver of social currency,[object Object],Goal: measure value and strength of WOM among sports fans,[object Object],Methodology:,[object Object],Online survey to representative sample,[object Object],Interviews with respondents,[object Object],Interviews with “conversational partners”,[object Object],The insight drives the measurement goal. The nature of the measurement drives the methodology. Some measurements only need to be done every 6+ months.,[object Object]
Case Study: Coke Zero,[object Object],Goal: awareness and trial for Coke Zero,[object Object],Campaign:,[object Object],Recruit brand advocates from existing Coke customers,[object Object],Provide them with the social currency and tools to spread the word in real and digital worlds,[object Object],Success metrics:,[object Object],Net conversational value,[object Object],ROI,[object Object],Online conversational reach is measured through a mix of surveys and real-time behavioral tracking. Look at both short- and long-term impact of campaign.,[object Object]
Internal Enablement,[object Object],Evolution from one team in charge of “social” to social as an integrated part of every campaign is key to success,[object Object],Eloqua,[object Object],Vail Resorts,[object Object],Altimeter Group,[object Object]
Case Study: Eloqua,[object Object],[object Object]
Program:
Developed a social playbook in partnership with an outside expert
Held small, in-person trainings with employees around the country using the playbook as a toolThere’s power in numbers. Successful brands marshal and empower their employees to drive WOM.,[object Object]

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