by Sionne Roberts , presented at the social media event Conversations, Connections & Opportunities, by Visability.ca on May 27, 2010

1. Social Media Success Stories
Sionne Roberts
May 27, 2010

2. Context
2 Online Marketing Optimization

3. Social Media
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4. Social Media
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5. Success
What is the definition of success?
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6. Success
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7. Success
“Measurable and positive impact on
business outcomes.”
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8. Success
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9. Success
“Not everything that
counts can be measured.
Not everything that can
be measured counts.”
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10. Success
A. Proactive
B. Reactive
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11. Stories
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12. Stories
Telecommunications company.
International.
20,000+ employees.
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13. Stories
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14. Stories
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15. Stories
Started small.
Customer service focus.
Listening.
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16. Stories
Enlisted volunteers - from 7, up to 50.
Engaging, and sharing.
Managing workflow.
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17. Stories
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18. Stories
June 2009: ““shoretel or avaya? Time
for a new phone system very soon”
Responded within 15 minutes.
Referral to partner…
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19. Stories
$250K sales transaction!
“selected AVAYA as our new phone
system. Excited by the technology
and benefits”
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20. Social Media Success?
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21. Takeaways
Starting small IS an option.
Listen, share, be helpful.
Use tools & get organized
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22. Stories
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23. Stories
Social Commerce Site.
“American Idol for t-shirt designs”
Vote, Submit, Buy.
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24. Stories
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25. Stories
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26. Stories
Very strong Community focus.
Social Media + “low-tech” industry.
Voice of the user.
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27. Stories
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28. Stories
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29. Takeaways
Simple is also effective.
Be genuine.
Embrace creativity.
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30. Social Media Success?
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31. Stories
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32. Stories
Second-largest Insurer in Canada
Part of Aviva plc - UK.
3,500 employees.
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33. Stories
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34. Stories
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35. Stories
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36. Stories
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37. Stories
5.5MM banner impressions; poor CTR
Paid Search = less than 1% of traffic
TV = 0.15% lift in site visits
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38. Stories
The PR Approach:
• Overall = 65,000,000 impressions
• 39,000,000 call-to-action impressions
• Print Articles: 203
• Online Articles: 287
• Broadcast Segments: 52
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39. Stories
A winning effort overall:
• 447,443 registered program participants
• ~6400 per day
• NUMBER OF REGISTERED PARTICIPANTS
EXCEEDED TARGET BY 1,118%
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40. Stories
Social Media “pass along” activity was key
• ~90% of global Aviva tweets were about
ACF
• 74.8% of all campaign traffic came as a
result of sharing by idea creators
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41. Stories
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42. Stories
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43. Takeaways
Social Media = effective “medium”.
Enlist your constituents in activity.
Go Viral.
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44. Stories
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45. Social Media Success?
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46. Social Media Success Stories
Questions?
www.visability.ca
@sionneroberts
@visability_ca
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