Just as we did on the east coast in NYC, the Vitrue School for the Socially Gifted is proud to welcome clients to our Vegas campus November 15. And while this is an exclusive, clients-only event, we will be live blogging some of the material for all of you as well. Sure you don’t get to hear the slots, roulette wheels or music from the Elvis Cirque du Soleil show, but we’re sure you will get some insight on where things stand and where we’re all headed in the social marketing space!
8:30a (all times P.S.T.)
Welcome to Campus
Reggie Bradford, Vitrue Founder/CEO
- -Change is a constant in social media.
- -Vitrue started as a user generated video company in 2006
- -In 2008 we pivoted to a SaaS-based platform to help marketers build relationships through social media.
- -In 2009 Vitrue became one of the first members of the Preferred Developer Consultant program.
- -Vitrue is managing 4500+ FB pages and Twitter accounts
-Over 400 brands are represented.
- -Vitrue is approaching managing 1 billion fans/followers for brands.
- -Social media has 800+ active users
- -Users engage in 9 hours of activity per month per user for Facebook
- -Twitter has 200+ million active users with 230 million tweets per day.
- -3+ billion videos are viewed per day on YouTube.
- -Mobile is driving much of the social engagement.
- -On average consumers spend almost 3 hours per day socializing through their mobile.
- -Social check in with social on mobile an average 17.7 times per day.
- -You have to stay ahead of and be on top of the changes social networks are always making.
- -Without a tech partner to stay on top of it for you, it’s almost impossible to be prepared for the constant changes.
- -Vitrue wants to develop our platform with clients as partners, catering to their needs.
- -By 2016 advertisers will spend 77b on total interactive marketing.
- -The money companies will spend on social in 2011 was at 1.59m, growing at 26%
- -Every major marketer and mid-sized biz will have a platform partner within the next 12 months.
- -Analytics and metrics for ROI will become attainable.
- -An integrated, holistic approach to data will happen.
- -Scale with the ability to hyper target across region, location, culture and language will be key.
- -There will be a renewed focus on content. Relevant, targeted, engaging.
- -Custom branded App opportunities abound
- -Commerce continues to rise in importance for consumers and brands.
- -Gaming integration, importance and popularity will rise.
- -The consumer owns social media.
- -Be where your customers are, and might be going.
- -Vitrue announced, in beta, the integration of Twitter moderation and Klout integration.
State of the Social Landscape
Brian Solis, Altimeter Group Principal Analyst
- -People are becoming brands, and brands are becoming people.
- -Brands have to be engaging, interacting, creating experiences.
- -We tend to forget, we’re trying to reach people just like us.
- -There are 35,000 posts per second on Tumbl.
- -Everything should start by answering, “Why are we in this network?”
- -Brands are finding the most difficult strategies are the most effective.
- -There is a wave of consumer “unlikes” coming.
- -If you don’t deliver value, you will get “unliked.”
- -Users find that if a brand they liked is constantly posting, it’s overwhelming.
- -Regardless of age, people are connecting with businesses on social networks, they’re willing to try you out.
- -They want info that’s not broadcast to the general public. They want to be be special.
- -In B2B, the main thing people want on Facebook is insight and thought leadership.
- -Most people do not want to be bombarded with messages or ads.
- -Users do not want to give any companies access to their profile info.
- -How do you develop an app where people are willingly participating and uploading their actions in their timelines?
- -What you think your customers want and what they really want may be drastically different.
- -Nobody wants to be disconnected. But think about why they want to be connected beyond marketing.
- -The traditional consumer is different from the online consumer and connected consumer.
- -You are now marketing to an audience with an audience of audiences.
- -People are now personal media networks that influence consumer behavior.
- -The quest: how do you get people to share your content?
- -The fight for consumer attention is where consumer attention is focused, on the content.
- -You can study what a brand’s followers like, don’t like, prefer, find out who they are.
- -It’s incredibly difficult to get people to talk about you in a way that’s beneficial.
- -Content is just content unless you can develop social hooks.
- -Resonance is how long something stay alive in the social stream.
- -Resonance completely changes your publishing strategy.
- -Engagement is how a brand and consumer interact with their networks of relevance.
- -ROI is never going to be tied to friends, fans and followers.
- -The meaning of social media lies beyond vanity metrics to find meaningful metrics.
- -Content should trigger an action, a reaction, or a transaction.
- -The future of social media comes down to listening, learning, and adapting.
Successful Social Strategies for Global
Ekaterina Walter (E), Intel Social Media Strategist
Jessica Jensen (J), Microsoft Windows Social Media Lead
Phil Sykes (P), Vitrue Client Partnership Director
- -E: Facebook is your homepage for the social web.
- -E: You would never hear or know about advocates if we didn’t build the platform.
- -E: In 2009, Intel had 250 different FB Pages. In 2011 they have 1 English Page and 1 Page per country.
- -E: The Intel infrastructure with Vitrue is publishing, moderation, custom tabs with brand consistency, apps, Intel asset library and analytics.
- -E: One of their biggest successes was intel.com/museumofme.
- -E: It was going to be Asia only, but when it blew up worldwide, Vitrue quickly was able to launch it across all Pages.
- -J: MS had a cluttered landscape, little knowledge sharing and 56 subsidiaries doing their own thing.
- -J: They knew social was important, but no money or resources going toward it.
- -J: The solution was a single global Page everyone could work from. They launched it with Vitrue in July ’11.
- -J: They wanted to be respectful of the subsidiaries having ownership and being able to create content.
- -J: They have a double pivot strategy, geo by country and audience for specific target types.
- -J: For analytics, they have an overall dashboard and a country specific dashboard.
- -J: Even if the numbers aren’t perfect, they can see trends develop.
- -J: They’re now in 27 markets targeting 4 audiences.
- -J: This is now a model for other Microsoft business groups.
- -E: Regarding content, would you yourself share the content you’re putting out with friends?
- -E: Trivia around the brand, fill in the blank q’s, photo albums have worked very well for Intel.
- -J: A challenge is keeping the content pipeline full when big things aren’t going on.
- -J: Execs have to look at the overall balance of posts and not judge strategy just on one post.
BREAKING NEWS: Vitrue Selected As Launch Partner for Google+ Pages Trial
Get Your Abacus and Slide Rulers Out – Measurement and ROI
Jim Anderson, Vitrue COO
- -Social touches every single area of the business.
- -Traditional businesses have dealt with the ROI issue in the past, so it’s not a new issue.
- -In social, cost is easy to quantify, but the benefit is hard to quantify.
- -Everything is measurable in digital. That’s good, and that’s bad.
- -How do you turn indicators into actual dollar returns?
- -We focus on Key Performance Indictors (KPI)
- -Brands try to take certain KPI’s and turn that into some kind of ROI formula.
- -There’s always a question someone can ask that wrecks your ROI formula.
- -Use four categories of benefits: revenue, loyalty, brand and cost.
- -Revenue is about selling more product. It’s difficult to tie social directly to sales.
- -Loyalty is about the customer staying with you. Repeat business.
- -Loyalty is most applicable in subscription-oriented businesses.
- -Brand is about building awareness, building the fan base. It requires engaging content.
- -A fan is an asset, whose value will extend out for years.
- -The cost of acquiring a fan is up front, but the cost goes down later even as benefit goes up.
- -Cost is about reducing operating costs and saving time.
Engagement Strategies: Getting Relevent Messages Delivered to Your Social Fans
Chad Estes, Vitrue VP of Client Partnerships