Day 4 Wrapup: Social Media Success Summit 2010 (#SMSS10)

by Randy Duermyer on May 14, 2010

Social Media Success Summit 2010

Social Media Success Summit 2010 continued yesterday, May 13, 2010. Once again, the day was full of useful information and insight on getting the most out of social media for marketing purposes.

Unfortunately, my PC froze up during the final session. Of course, rebooting a PC means you’re not going to rejoin a live session in anything that resembles real time, but I did jump back in as soon as I could. The slides and videos of each session are made available to attendees after the fact, so I hope that I was still able to capture the essence of the final session.

Three sessions were held:

  1. How to Bring Raving Customers Repeatedly to Your Local Business
  2. 5 Social Media Case Studies Worth Close Examination
  3. Creating Buzz With Social Media Contests

Session 1: How to Bring Raving Customers Repeatedly to Your Local Business

Panel: Andrew Mason (Groupon), Tristan Walker (Foursquare) and Narrator Rob Birgfeld (SmartBrief)

This session was all about getting foot traffic in the door of your local business, specifically through Foursquare and Groupon, two fairly recent social media tools that are growing rapidly.

Foursquare
Foursquare is a geolocation empowered social media mobile app that focuses on three segments for business development:

  1. Sole proprietors with local stores
  2. Mid-sized retailers
  3. Big brands like Bravo, Starbucks, MTV and Pepsi.

The premise of Foursquare when you launch the app on your mobile phone is, “Tell us where you are and we’ll tell you who and what’s nearby”. Foursquare tells you where you’ve been (Nearby Favorites), as well as places your friends have and others have recommended nearby.

Foursquare use is game-based and involves checking it at a location and earning points; users try to unlock badges (tied to time, distance and location) and the user with the most points can be named Mayor for that location and earn freebies. The Swarm badge is unlocked by getting 50 people to check in at the same venue.

Foursquare can also be effective for promoting charitable causes, and an example was given of a Pepsi-sponsored campaign for the benefit of charity. Analytics tools are provided to track check-ins as well as other key metrics like top visitors and most recent check-ins.

Groupon
Groupon’s purpose is to harness the power of group buying by featuring a daily offer on the best local experiences in each of over 60 cities (soon to be expanded to 100, including European cities).

Users can get great deals on restaurants, theater tickets, spa packages and more buy buying coupons from Groupon, printing them out and then taking them to the sponsoring merchant. Merchants set up the promotion by contacting Groupon.

There is only one deal offered per day in each metro area, so there is a considerable waiting list. Merchants don’t pay anything unless and until their deal is featured, and then only if a targeted minimum number of users is reached.

Good deals can result in large crowds visiting a business in a single day, so Groupon gives the merchant a heads up in advance so the business will be ready for the influx of traffic.

Each Groupon deal includes a custom deal writeup, a monitored discussion forum, social media promotion on Facebook and Twitter and customer service.

Main Session Takeaways:

  1. In both cases, social media outlets like Twitter and Facebook allow customers to rapidly spread the word. If merchants give customers a great experience when they come in, the customers can be expected to spread the word.
  2. Like other social media platforms discussed in the Summit, neither Groupon or Foursquare should be considered a “quick fix”, but should instead be considered a way to reach a large number of potential customers over time.

Session 2: 5 Social Media Case Studies Worth Close Examination

Presenter: Ann Handley (Marketing Profs)

This session was a discussion of the common traits of the case studies examined by MarketingProfs of those who have succeeded with social media: that they are friendly to the customer, focused, and fertile (having viral potential) and that they have repurposed their content creatively across more than one social media channel, including blogs, Facebook, YouTube and Twitter.

Disney’s Promotion of Pinocchio
Case studies examined included Disney’s promotion for its re-release of the movie Pinocchio, in which Disney used Twitter as its main promotional platform. The campaign involved promotion by a Twitter power user, Melanie Notkin (@savvyauntie) as her followers best fit the demographics that Disney was targeting.

In just three weeks, more than 300 tweets about the movie were made, a special hashtag of #disneysa was created to track the conversation and short, trackable URLs were used for analytics.

The Coffee Groundz – First Order on Twitter
The second case study was for The Coffee Groundz: a 2-year-old Houston coffee shop who wanted to differentiate themselves from their many competitors. One of the owners started using Twitter informally to interact with friends and customers. A month later he got a tweet from a customer to see if the customer could place an order to go via Twitter, and it is believed this was the first to-go order ever placed on Twitter. Word-of-mouth about the order spread and the shop received a lot of favorable publicity.

Over time, the company made it a regular practice to process Twitter orders, give tips on making better coffee and began hosting local tweet-ups. The number of followers have skyrocketed since and business increased in the area of 30%.

General Mills Fiber One Cereal
General Mills used Facebook, YouTube and a blog to promote the good taste of its Fiber One cereal, calling the campaign, “Coping with Disbelief”. The campaign attracted 25,000 Facebook fans, and an unexpected volume of fan interaction. General Mills let the customers take control.

Intel – Live Music Animations
Intel created an animation app that users could download in order to create their own short animation. Each week, users who created the best animations won prizes. Users could submit animations or vote on those submitted by others.

The end result was that 17,000 people in 101 countries downloaded the app and participated. The Facebook Fan page drew 56,000 fans. The final film, consisting of the best entries, was shown worldwide.

Forty – A Phoenix-Based Marketing Agency
Forty placed ads on Facebook that reached 13,000 people within their targeted audience. True to their name, the Facebook ads cost the company less than $400. Two types of engagement ads were used to test a pure branding approach: one using the company’s logo and tagline and the other using ads that featured photos of individual Forty employees with a description of what their role was within the agency.

The staff photo ads far outperformed the logo and tagline ads. In total, over 1 million ad impressions were served and 1 of 11 people who saw the ads clicked through, giving Forty considerable brand awareness for a very small investment.

Main Session Takeaways:

  1. J.R. Cohen of The Coffee Groundz offered sound advice for businesses using Twitter: “Just be yourself. That will take you farther than you could ever imagine.”
  2. Let your customers take control of the conversation. Listen and offer help, but don’t butt in.
  3. If used effectively, social media offers a relatively inexpensive means to reach a very large, targeted crowd.
  4. Reuse and re-purpose content across all of the social media channels in which you engage your customers.
  5. If you stay friendly and focused, your social media efforts can prove to be very fertile.

Session 3: Creating Buzz With Social Media Contests

Presenter: Michael Stelzner

This session featured step-by-step tactics that can be used to create social media contests with viral results. Contests may be rewards based (win a prize with economic value) or prestige based (recognition for being named to the top 10 for something, e.g.).

One example of each type of contest was discussed: The contest to win free tickets to the Social Media Success Summit (rewards based) and a contest to name the Top 10 Social Media bloggers (prestige based).

Main Session Takeaways:

  1. Contests offer several benefits: they excite customers, drive traffic, increase exposure, sell products and can engage customers and prospects because they’re fun and memorable.
  2. Offering a compelling reward for taking an easy action and promoting it through social media can create the “Perfect Marketing Storm”, a domino effect that occurs through social sharing.
  3. Social media contests offer viral potential. The contest to win free SMSS tickets had 1400+ retweets in a matter of days. Most activity takes place in the first few days.
  4. Prizes need to be valuable; required actions to win need to be very easy and explained clearly in a skimmable fashion; you’ll want to line up partners to help you spread the word. Contestants will then share information on the contest and their participation with their social media connections.

Social Media Success Summit – Index of Session Takeaways

Have you used Foursquare or Groupon? Have you held a contest that was promoted via social media? What were your experiences? If you attended any of these Social Media Success Summit 2010 sessions, we’d love to hear your thoughts on and your thoughts on social media marketing in general.

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