Content IS the Ad, and…

The Content IS the Ad!

2

Shoppers seek information on their terms

- primarily via search

3

Shoppers Trust Stories from People

They Know.

How do you leverage this?

The Social Media Revolution

5

Fans, Friends, FollowersAudience? Or Asset?

One by One…

Social is a facilitator of relationships, it is not the relationship

itself!

Return on Relationship

JetBlue Gets It!

Return on Relationship

Duane Reade Gets It!

Trust is BuiltBased on interactionConsistencyTrue to your word, authentic, and genuine

1. Listen2. Make it be about THEM3. Ask “How can I serve you?”4. Aim for Ongoing Engagement5. Know the People in Your Audience

Think REPUTATION, not ranking…

CONNECTION, not network…

LOYALTY, not celebrity.

A “Brand” is what a business does, and a “Reputation” is what people remember.

You know what doesn’t work for a social media

strategy? 

NOT BEING SOCIAL.

Message to Businesses: Change Your Framework—

Change Your Future

TM

Keys to Marketing Now

–Participate–Experiment–Engage and build relationships with key advocates (and detractors) #RonR–Measure things that matter–Have some fun!

TM

Participate!

•Media is now a full contact sport!

•To understand new media tools, use them!

Collective Bias employees constantly use and experiment with new tools to better understand how they work helping to be better informed for our advertisers.

TM

The Path to Purchase is Lined with Content

thegunnysack.comthreedifferentdirections.com

TM

RonR Drives Discovery

briebrieblooms.com

TM

ROR Drives Sales

adayinmotherhood.com

TM

Organic Content is Preferred by Searchers

flouronmyface.com

Listen for “Moments” and Make it Personal

Content drives engagement, engagement drives

advocacy & advocacy correlates directly to

increased sales.

ROR (#RonR) = ROI

A Secret to Innovation: Childlike Imagination

Think like a child... and change your creative mindset to one

that works!

If you are only focused on the Money

You risk completely overlooking the People

Just Be Nice!

Want More from Social? Empower Your Employees as Brand

Advocates/Evangelists

Social Media Value =Thinking Beyond the Campaign

When someone asks me what is the ROI of Social…I ask, what is the ROI of Trust, what is the ROI of Loyalty

Awareness = Revenues Differentiators = Margins

Authenticity = Loyalty/Advocacy

All Measurable AND = Increased Sales/Profits.

Relationships ARE the new currency –

honor them, invest in them, and start measuring

your ROR!

@TedRubinTedRubin.com

Chief Social Marketing Officer Collective Biastedrubin@collectivebias.com

Return on Relationship…“In the connection economy, trust and relationships are the new currency. It's not a soft thing you do in your spare time, it's the heart and soul of your business.”~Seth Godin, Author of Tribes

The next slides are only for reference purposes post

presentation

Key Metrics

+28% Sales Lift

5X ROI

19.7MM Impressions

Case Study: Duane Reade Legwear

The ChallengeDuane Reade, a pharmacy and convenience store located in the New York metro area, was looking for fun ways to promote their existing private label hosiery line. They created a Facebook photo contest, “Show Us Some Leg,” asking people to upload photos of their Duane Reade hosiery. Duane Reade was looking for online influencers to help promote the contest and the product line at their stores.

Our SolutionWe activated our online community and the Duane Reade VIP Bloggers from Social Fabric to seed the contest with content, and promote the “Show Us Some Leg” campaign. Bloggers shopped for hosiery at Duane Reade stores and shared the experience and their thoughts with their audiences, documenting everything with photos that supporting the photo contest on Facebook.

ResultsDuane Reade saw a 5X Return on Investment for the campaign, and a 28% sales lift for the entire product line during the campaign. The content generated 19.7 mm impressions, and grew their Share of Voice against competing brands by 76%.

Images

+89% Share of Voice

1,948 Pieces of Content

Photo: Victoria of VeepVeep.com.

Key Metrics

83 MM Impressions

+20% Sales Lift

+87% Share of Voice

The ChallengeMixed Martial Arts (MMA) Elite brand merchandise is sold in all Walmart Stores in the US. This brandis the only officially licensed Ultimate Fighting Championship (UFC) merchandise sold in Walmart.MMA fans were not aware that this high-quality MMA Elite merchandise was sold in every Walmart.We worked with MMA Elite to create a program to drive awareness, trial, and sales of MMA Elitemerchandise at Walmart stores.

Our SolutionWhile 75% of MMA fans are men, women make or influence 85% of purchases. We took the strategic approach of using female bloggers whose husbands and/or children were fans of MMA to help promote the brand. Our online influencers went to Walmart and shopped for MMA Elite apparel, documenting their path to purchase and sharing their story on their blog and through social media. Many had MMA fans in their household guest-post on their blog to share their passions around the growing sport. We also hosted a Twitter Party featuring MMA Athletes raising awareness about the brand at Walmart.

ResultsWe far exceeded our goals of 10,000 pieces of social content and 40 million impressions, by creating13,635 pieces of content, with a total of 82.9 million impressions across Twitter, Blogs, and other socialnetworks. Our program drove a 20% lift in merchandise sales at Walmart during the 4 week program.

14k Pieces of Content

Photo: Laura of About A Mom

1st Page Google Results

Case Study: MMA Elite

Key Metrics

12MM Impressions

14% SOV Increase

3X Increase in Conversation

The ChallengeDevelop an interactive and dynamic version of the traditional FSI that paired highlighted items with online social content about how to use those items. With Print circulation dwindling, investing in inserts is becoming increasingly inefficient. Smart and Final sought to move that experience, and that audience, to their website and increase circulation.

Our SolutionWe created our online version of an FSI – an RSI, a Retail Social Insert. This unique web experience recreated the familiar look and feel of a newspaper insert, but highlighted prepared content from our community highlighting the top items from the insert. Customers could instantly find high quality engaging content on items on special. Content was syndicated and shared across social channels, making the RSI site a hub of conversation across the web.

ResultsThe RSI drove online impressions to grow 300% immediately, generating 12 million impressions.

Images

7,180 Pieces of Content

Photo: www.504main.com

Case Study: Smart & Final RSI

Key Metrics

27MM Impressions

1st Page Google Results

2.5 X ROI

The ChallengeCookie’s Kids is a children’s department store located in the New York Metro area. With 5 locations, they were looking to online sales to grow their business. They had seen some success in being a low-cost leader in School Uniforms, but were looking for an effective and cost-efficient way to drive sales and use social media to gain market share from their online competitors. Cookie’s Kids looked to us to use social media content as a way to drive sales, not just awareness, during the Back-to-School season.

Our SolutionThrough our Social Fabric® community of online influencers and content producers, we activated 35 Cookie’s Kids advocates to create content showcasing Cookie’s Kids great value and wide selection of fashionable children’s clothing. With content geared toward general awareness, school clothing, and school uniforms, our community members shared their favorite outfit ideas, and huge savings over other retailers via blogs, Twitter, and Pinterest.

In addition to the 35 advocates, Cookie’s Kids was included in a digital Back-to-School eGuide for Moms. The Mom’s Guide was produced by celebrity bloggers and featured four brands, including seven Cookie’s Kids products. Each product was endorsed by a celebrity blogger. The eGuide was promoted through the celebrity blogger networks as well as 20 Social Fabric influencer’s networks creating additional exposure for Cookie’s Kids. Twitter Parties were also held to promote these themes, which resulted in an increase in sales after each one.

ResultsThrough ongoing media produced for Cookie’s Kids, using a combination of longer-tail social tactics like Pinterest and blog posts, along with even-based Twitter “pulsing.” Collective Bias enabled Cookie’s Kids to reverse a sales decline during a peak month, and drive incremental sales.

Images

+12% Share of Voice

10,626 Pieces of Content

Photo: http://www.roastedbeanz.com.

Case Study: Cookie’s Kids

Key Metrics

+30% Sales Lift

1st Page Google Results

31MM Impressions

The ChallengeDevelop a social media campaign for Tyson to drive awareness and trial of new Mini Chicken Sandwiches in a limited number of Walmart stores. Tyson also wanted to educate customers on how to properly prepare the product.

Our SolutionA total of 176 foodie and lifestyle bloggers were activated over 12 weeks to create content about the fun new product. They shared recipes and personal stories about how they used the Mini Chicken Sandwiches, focusing on the product as a quick after school snack, quick dinner or lunch and an on-the-go breakfast item. In addition to the blogger activation, we had two Twitter parties and engaged two external communities - Mom Spark and Macaroni Kid.

ResultsTyson experienced a 30% increase in units per store per week (UPSPW) in just 4 weeks. Towards the end of the campaign we promoted an in-store co-op demo, which resulted in a 54% increase in UPSPW. See content on Pinterest

+76% Share of Voice

+54% UPSPW Post Demo

Case Study: Tyson

Photo: thanksmailcarrier.com

Key Metrics

+37% Sales Lift

32MM Impressions

The ChallengeIncrease awareness and drive traffic to “The Walmart Ice Cream Social”, an in-store demonstration event focusing on Nestle’s Dreyer’s, Edy’s and Drumstick ice cream at Walmart during Memorial Day and Independence Day weekend.

Our SolutionA total of 110 lifestyle bloggers were activated to create content around Nestle ice cream and the in-store demos. Participants were challenged to have their own ice cream social to coincide with the Walmart demos across the country from Memorial Day to Independence Day. Bloggers increased awareness and traffic to the holiday demos with content shared on their blog and social networks. Social Fabric® ice cream lovers created content, weaving the products into their own ice cream socials providing a constant buzz of conversation between the two demos.

ResultsThe plan was to increase the sell-through rate on Walmart in-store demos, promote the products, and amplify advertising messages on existing media. In addition to the social influencer activation, we hosted an hour-long Twitter Party that served as a quick pulse of content to generate additional impression for the brands and demos.

Images

Photo: Thegunnysack.com

+13% Share of Voice

Case Study: Nestle Ice Cream

Key Metrics

+37% Sales Lift

3-week extension of Walmart exclusivity

477MM Impressions

The ChallengeCreate a social media program to help promote the trail and sales of Orville Redenbacher’s new Pop Up Bowls product in Walmart and enhance existing media spends through social conversation and content creation.

Our SolutionWe activated 70 party loving Social Fabric® to help promote the new Pop Up Bowls product as a “March Madness” snack. Bloggers received the product before it launched in store to create buzz and excitement. After launch, Party BluPrints (PBP) created a Superbowl, Oscar and March Madness party blueprint featuring the Pop Up Bowls. Bloggers then documented their path to purchase and emulated a party based on PBP’s bluprints. In addition to the campaign content, PBP was featured on The Today Show, which ignited a conversation online. In addition to content, we held a Twitter Party and ran a Facebook sweepstakes to generate awareness for the new product.

ResultsShare of Voice: While the campaign increased Orville Redenbacher’s online share of voice by 5%, we saw a 26% increase in its share of voice in relation to Walmart during the same time period.

Shelf Impact: The social buzz created an increased demand for the product and the Pop Up Bowls received a 3-week extension of Walmart exclusivity.

Images

+5% Share of Voice

+26 Share of Voice in Relation to Walmart

Case Study: Orville Redenbacher

Key Metrics

195MM Impressions

+46.5K Facebook likes

19.7MM Impressions

The ChallengeDuane Reade is a regional drugstore in the New York region with more than 230 stores. They were seeking a way to create a scalable content production solution to build local awareness, publicize their store events, special deals, and vendor partner activations. Since Duane Reade is a regional retailer, they needed a social activation and content producers to be as local as possible.

Our SolutionCollective Bias created a media program using select local influencers over a seven month period to create ongoing content around Duane Reade products and promotions. Coordinated with Duane Reade’s marketing calendar, we produced content focusing on key Duane Reade products and themes and created the new “Look Boutique,” a microsite aggregating all the social content into one place.

ResultsThe Collective Bias media program drove over 47,500 brand mentions, resulting in 195MM impressions of Duane Reade content online at a CPM of $1.28 to generate the same number of impressions, and achieve similar reach in traditional media, the retailer would have had to purchase over $4.9 MM in ads at a $25.13 CPM from USA Today, for example. While Duane Reade carved out a respectable 2% Share of Voice, compared to retailing giants Walgreens, CVS, and Rite Aid, it actually owned 26% of total impressions generated among these industry competitors thanks to the media reach generated by its Collective Bias influencers.

Images

+2% Share of Voice

47,515 Pieces of Content

Photo: http://www.mandiialamode.com

Case Study: Duane Reade VIP Bloggers

Key Metrics

+67% Sales Lift

15MM Impressions

The ChallengeDrive awareness and trail of Glidden’s paint “Testers” at a limited number of Walmart stores.

Our SolutionWe developed a content marketing plan to increase awareness of the product and drive traffic to a digital coupon for two weeks. We activated 30 lifestyle and do-it-yourself influencers to makeover their room of choice by completing various design “challenges” to promote the digital coupon and the Glidden Testers at Walmart. Challenges ranged from “Break the Color Rules,” “The Big Reveal,” and “The Color Challenge”. In each challenge, bloggers wrote a “before” post asking readers to help choose the paint color among three Glidden Testers. Participants documented and shared their progress with their audience along the way. The final post was an “after” post revealing the finished makeover.

Results Sales Lift: The program drove a sales increase of 67%, and the attractive user-generated content from this campaign drove the Glidden Brilliance Paint to its first $1 million weekend ever at Walmart.

+12% Share of Voice

Photo: www.tonyastaab.com.

Case Study: Glidden

Key Metrics

16MM Impressions

3.5MM Blogger Impressions

12.3MM Twitter Impressions

The ChallengeRaise awareness for Kmart’s budget-friendly, high-quality outdoor living products with the goal of helping Kmart reposition its brand to be top-of-mind for outdoor living shoppers.

Our SolutionWe tapped 40 highly visible online lifestyle and design influencers to make over their backyards with Kmart Outdoor Living products. They teased out their projects with before photos and a guess-the-retailer post for their readers. A final post with after photos and the big retailer reveal detailed for readers how they could recreate the makeover.

ResultsThe content sparked online conversations about quality and variety of selection at Kmart. As a result, Kmart’s brand perception increased in the outdoor living category. The campaign broke down quality and style barriers and put Kmart in the consideration set for patio furniture with the audience and promoted Kmart’s central message, “This is Kmart.”

Images

2.4K Pieces of Content

Photo: bubblynaturecreations.com

859 Flickr Views

Case Study: Kmart Outdoor Living