Leveraging Social Media for More Effective Cross-Media Campaigns. David Baldaro, XMPie

Leveraging Social Media for More Effective Cross-Media Campaigns David Baldaro, XMPie

About Me Online for over 23 years! Created my first website 18 years ago! Started with Facebook back in August 2007 Started with Twitter back in June 2008 Keen user of social media and social networks Media as in the channels of communication Networks as in the means to connect with one another Copyright 2011 XMPie. All Rights Reserved. 2

Social Media: Fad or Fact? Social media is not a fad, it s a fact. For businesses it represents a marketing opportunity that transcends the traditional middlemen and connects companies directly with consumers. It is not a case of if you should use social media, it s a case of how well will you use it? Copyright 2011 XMPie. All Rights Reserved. 5

Summing Up 2010 Online The Internet s meteoric growth in 2010 107 trillion e-mails sent of which an estimated 89% were spam! 2 billion Internet users receiving 294 billion e-mails every day. 14% increase in people using the Internet in 2010. 255 million websites with 21.4 million created in 2010. 500 million users on Facebook, 50% of which log in every day! 20 million Facebook apps installed every day. 36 billion photos uploaded to Facebook every year. 100 million new accounts on Twitter in 2010 & 28 billion tweets sent. Copyright 2011 XMPie. All Rights Reserved. 6

How marketers plan to utilise social media Source: www.socialmediaexaminer.com http://marketingwhitepapers.s3.amazonaws.com/socialmediamarketingreport2010.pdf Copyright 2011 XMPie. All Rights Reserved. 10

Level 1 Broadcasting / Sharing Social media is used to broadcast out to others Increasing response through social media channels Recipients are not always known when they enter 3 1 Campaign 2 3 Copyright 2011 XMPie. All Rights Reserved. 13

Examples XMID Campaign Campaign to promote XMPie s capabilities Uses customer s input to create a social icon Using XMPie s uimage on demand to create the image Users can download the icon or wallpaper Refer-a-friend by e-mail Share the link on other sites http://xmid.xmpie.com Copyright 2011 XMPie. All Rights Reserved. 14

Examples Earful Campaign Technology demonstration produced by Fuji Xerox Demonstrated a creative cross-media campaign Flash-based and hooked into Facebook with a bespoke Facebook application http://earfull.com.au/ Copyright 2011 XMPie. All Rights Reserved. 15

Examples Alphagraphics Brazil Campaign to increase Alphagraphic s brand and awareness Used to creative visual Twitter backgrounds for Alphagraphic s locations around the globe Nice API integration with Twitter to get followers Using uimage to create backgrounds Automatic uploading of images Viral tweet sent out (#agyourself) http://agyourself.com/ Copyright 2011 XMPie. All Rights Reserved. 16

Level 2 Receiving / Acquiring More action- or event-driven and focused on social media Social media channels are used to acquire new customers Require a higher level of expertise and skill to integrate 3 1 2 Campaign 1 3 Copyright 2011 XMPie. All Rights Reserved. 18

Stage 1 Following us on Twitter By following XMPieMediaPro09 on Twitter, I am initiating the conversation and expressing interest in the product, service or event. Copyright 2011 XMPie. All Rights Reserved. 19

Stage 2 Acknowledging the follower Custom Application Campaign recognises a new follower, enters their details into the database, and sends back a direct message containing a RURL for the recipient to access. Copyright 2011 XMPie. All Rights Reserved. 20

Stage 2 Acknowledging the follower Twitter automatically e-mails the recipient informing them that they have received a direct message so the recipient can access their RURL direct from there as well. Copyright 2011 XMPie. All Rights Reserved. 21

Stage 3 Initial RURL landing page Custom Application The recipient accesses their RURL which contains personalised copy, as well as a random choice of 3 silhouetted images. To continue we ask to authorise. Copyright 2011 XMPie. All Rights Reserved. 22

Stage 4 Authorising with Twitter Custom Application Recipient authorises with Twitter, effectively granting access to XMPie to access their profile and tweet stream. This is a standard Twitter application process. Copyright 2011 XMPie. All Rights Reserved. 23

Stage 5 Getting the word out there Custom Application Once a user authorises us, we can then tweet out to their followers a message. This is what the user s followers would see. Copyright 2011 XMPie. All Rights Reserved. 24

Stage 5 Back at the RURL Custom Application Recipient is automatically directed back to their RURL which now changes and talks to them in detail about the offering to get an All-Access badge to the show. Copyright 2011 XMPie. All Rights Reserved. 25

Stage 5 Back at the RURL Custom Application In order to get their All-Access badge, we need the recipient to check and update their personal information. This is entered directly back into the database. Copyright 2011 XMPie. All Rights Reserved. 26

Stage 5 Downloading the badge Custom Application XMPie then creates a PDF All-Access badge for the recipient to download and print to gain access to the Innovation showcase. Copyright 2011 XMPie. All Rights Reserved. 27

How can we truly integrate a cross-media campaign into a social media network, and leverage the maximum return on marketing investment? LEVEL 3 - INTEGRATION Copyright 2011 XMPie. All Rights Reserved. 29

Let s set the geo-locational scene! We are a growing community of people that like to share Check in based services are growing dramatically Users are happy to exchange locational data in return for rewards & incentives Locational-based services offer the customer a new perspective They get to share locational information with their social network Find new offers, places and people They get incentives, ideas and rewards just for being somewhere Locational-based services offer the marketer a fantastic opportunity They know who their customers are; Where their customers are; What their customers are saying about them; Gives them a never-before-seen ability to interact and influence customers. Copyright 2011 XMPie. All Rights Reserved. 30

A quick word about foursquare Newcomer to location-based tracking Saw a massive 3,400% growth in 2010 6 million users (1.5M in June 2010!) 381,576,305 check-ins in 2010 We're all about helping you find new ways to explore... earn points and unlock badges for discovering new places 20M+ API requests a day 2M tweets a day about lost/won majorships Over 20% of users sync their location with Facebook as well Copyright 2011 XMPie. All Rights Reserved. 31

Level 3 The truly integrated approach Multiple event-driven and integrated approach to cross-media Social media networks are used to actually drive the campaign High level of skill; high level of reward and conversation 2 1 Campaign 3 4 Copyright 2011 XMPie. All Rights Reserved. 32

Possible Location-Based Loyalty Campaign Hotel loyalty program Customer receives a communication offering an incentive By using a geo-location check-in service (foursquare), customer checks in to various hotels Each check-in or event initiates further communication to the user Customers can always access RURL Share with others Redeem offers & incentives Both XMPie and social media are working together, developing a dialogue with the user in real-time 1 3 4 2 Campaign Copyright 2011 XMPie. All Rights Reserved. 33

Other Event-Based Social Platforms Facebook Places & Deals Places launched in August 2010 Deals launched in November 2010 Integrated into Facebook mobile apps 200 million mobile users Over 30 million users have so far checked in Still growing globally Marketing Opportunities Localised deals and offers Copyright 2011 XMPie. All Rights Reserved. 34

Other Event-Based Social Platforms GoWalla 1 million users as of this month Keep up with your friends, share the places you go, and discover the extraordinary in the world around you. Marketing Opportunities Curated trips Branded pins & items Copyright 2011 XMPie. All Rights Reserved. 35

Why should we be doing this? Just to reiterate Jim Russell, director of digital strategy at McKinney, says: A great idea starts with understanding of the best ways to bring brand and consumer together. And digital and social are inevitable parts of that conversation. Ultimately, integrated campaigns will become valuable for everyone: Marketers will get more bang for their media buck. Agencies will get to explore new worlds of advertising creativity. Consumers will get more visible value from brands. Taken from the Forrester report, How To Define The Role Of Digital In Integrated Campaigns, February 2011 Copyright 2011 XMPie. All Rights Reserved. 37

Why should we be doing this? Others are already starting to do it! Topguest (www.topguest.com) Loyalty-based programs based on geo check-ins Check-in, get rewarded points, redeem points for offers and incentives Connects with Facebook Places & foursquare Copyright 2011 XMPie. All Rights Reserved. 38

QR Code Adoption and Opportunities XMPie supports integrated 2D barcodes (www.xmpie.com/qrcodes) Market adoption continues to grow Smart phone use increases Mobile browsing increases Brands continue to include static barcodes Think outside the box Dynamic URLs Group URLs Subscription-based content Copyright 2011 XMPie. All Rights Reserved. 39

We live in a dangerous world... http://www.shopkick.com 750,000 users and growing fast Over a million check-ins Automatically check users into physical locations, as they walk about Based on check-in, user receive points, in-store offers and incentives User get rewarded for walking in stores Offers a huge opportunity for brands to target customers in an offline world Copyright 2011 XMPie. All Rights Reserved. 40

What should you be doing? I hate to say it, but Think outside the box! Will you be writing the case study, or waiting to read it? A case study indicates that someone is already there Writing the case study brings more rewards Look at ways in which the various platforms can be utilised in the most conversational and engaging way. Social media networks aren t going away Mobile browsing and apps are becoming the way people interact Cross-media, interactive campaigns provide the best returns Copyright 2011 XMPie. All Rights Reserved. 42

What should you be doing? Understand the concept of social media and cross-media mash-ups, and engage marketers, programmers to explore the possibilities. Social Media + Apps + Cross-Media = Hyper-local engaging campaigns Desktop users should be looking at adding an XMPie server to their environment. Server customers should be looking at their potential. XMPie s ADOR technology can connect the technologies with effective consistency. Early adopters need the skills and resources to make it work However, XMPie will continue to make the process easier for others Copyright 2011 XMPie. All Rights Reserved. 43

XMPie and Social Media The Future? A marketing campaign based on XMPie technology can be integrated with social media at various integration points Social Media as Data Source (Acquiring) Social Media as a Trigger (Acquiring) Social Media as an Output Channel (Broadcasting) Social Media Share (Broadcasting) Copyright 2011 XMPie. All Rights Reserved. 44

Case Example BMW s Facebook Page is a public page, indexed in Google, and has a friendly URL: http://www.facebook.com/bmw Facebook users like the BMW page (previously called Become a Fan ) BMW wants to integrate their Facebook marketing campaigns with XMPie-based campaigns (social media and cross-media) Copyright 2011 XMPie. All Rights Reserved. 45

Social Media as Data Source Social media can be used as a data source of recipients Example: Implement an XMPie campaign to all the recipients that are current fans of BMW in Facebook. Print Data Email Mobile Web Copyright 2011 XMPie. All Rights Reserved. 46

Social Media as a Trigger Event happening in social media triggers XMPie activity, such as an e-mail distribution Example: BMW published the Geneva Motor Show event through Facebook. A user registers for the event and a personalised e-mail is sent to them with an invitation to sit behind the wheel of a new BMW Green car. Data Print Email Mobile Web Copyright 2011 XMPie. All Rights Reserved. 47

Social Media as An Output Channel Mass Publishing / One to Many Example: BMW publishes a marketing message about a new car model by sending a message to their fans. Print Data Email Mobile Web Social Media Copyright 2011 XMPie. All Rights Reserved. 48

Social Media Share Social Media Share Published content shared by one friend to other followers. Example: A BMW customer is browsing his XMPie RURL site and wants to share the BMW Christmas discount offer with his friends. By clicking the Facebook share button, the offer is published as a News Feed to his/her friends. Once a friend clicks the News Feed content, he will be redirected to a XMPie self-registration page. Copyright 2011 XMPie. All Rights Reserved. 49

Social Media Share Social Media Share Any Web Page Data is used to both make the share more relevant and personalised from the sender. Data Share could include their selected make, model and colour of BMW, automatically driven from the data. Print Email Mobile Web Copyright 2011 XMPie. All Rights Reserved. 50

Main Integration Points Summary Main integration points 1 2 3 4 Social Media as Data Source Social Media as a Trigger Social Media as an Output Channel Social Media Share 1 Data Print Email Any Web Page 4 Integration points 1-3 are being worked upon within XMPie. Integration point 4 will be part of an upcoming product release. 2 Mobile Web Social Media 3 Copyright 2011 XMPie. All Rights Reserved. 51

David Baldaro david.baldaro@xmpie.com www.twitter.com/davidbaldaro www.linkedin.com/in/davidbaldaro XMPie marketing@xmpie.com www.twitter.com/xmpie www.facebook.com/xmpie www.xmpie.com blog.xmpie.com Copyright 2011 XMPie. All Rights Reserved. 52