Social @ Scale 2013
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Presentation for PR Society of America, Fort Worth Chapter on Social Media Case Studies.
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Social @ Scale 2013
- 1. SOCIAL @SCALE COSMIN GHIURAU RADIOSHACK - DIRECTOR SOCIAL MEDIA TWITTER @COSGURU 1
- 2. TALKING ABOUT THIS • State of Social Media • RadioShack Social Presence • Social Commerce • Case Study • Closing Thoughts 2
- 3. SOCIAL MEDIA EXPANDING Source: State of Social Media 2012 - http://www.slideshare.net/socialnerdia 3
- 4. DIGITAL+SOCIAL EVOLUTION 4 Source: Logic + Emotion David Armano - http://darmano.typepad.com/logic_emotion/2012/05/social_biz.html
- 5. SOCIAL LAYERS BRANDS NEED TO DEFINE THEIR BRAND STORY. BALANCE BETWEEN - Paid - Promoted - Owned - Shared - Earned 5 Source: Social Media Brandsphere – Brian Solis & JESS3 - http://upload.wikimedia.org/wikipedia/commons/7/70/Brandsphere.jpg
- 6. BUSINESS IMPACT OF SOCIAL 6 Source: Facebook Sales Mashable - http://mashable.com/2012/11/01/facebook-sales/
- 7. [SOCIAL] IS AN INGREDIENT TO THE SOUP . 7 Source – Doug Mack, CEO, One Kings Lane
- 8. YOUR SOCIAL MEDIA JOURNEY? 8 Altimeter Group – The New Marketing Equation - http://www.slideshare.net/Altimeter/content-the-new-marketing-equation
- 10. SOCIAL MEDIA @RADIOSHACK 2.0 Youtube MM Total Fans 2.4 MM Engagements 400+ Videos Produced 384KCheck-Ins Foursquare 17.5 MM Weekly Reach 10
- 11. EXPONENTIAL FAN GROWTH 2009 2010 2011 2012 1.5MM - 1.0MM - 750K - 500K - 0- RS Facebook Launch 100K Fans 420K Fans 1.5MM Fans April 2009 Nov 2010 Jan 2012 Jan 2013 17.5MM Weekly Reach – Unique people who see content. 11 168MM Friends of Fans – Unique friends of our Fans.
- 12. UNDERSTAND OUR FANS… 12
- 13. PROVIDE MEANINGFUL CONTENT. CREATE RELATIONSHIPS. BUILD TRUST. MEASURE AND IMPROVE. 13
- 14. WHAT ABOUT SOCIAL COMMERCE? 14
- 15. SOCIAL SMALL ECOMMERCE TRAFFIC 15 Source: Business Insider – The Future of Social Commerce - http://www.businessinsider.com/the-future-of-social-commerce-slide-deck-22013-2?op=1
- 16. CONSUMERS STILL TRUST FAMILY AND FRIENDS… 16 Source: Business Insider – The Future of Social Commerce - http://www.businessinsider.com/the-future-of-social-commerce-slide-deck-22013-2?op=1
- 17. CYBER MONDAY 17 Source: Comscore - http://www.comscore.com/Insights/Blog/Cyber_Monday_By_the_Numbers
- 18. CASE STUDY – CYBER MONDAY Objective – RadioShack Social Media to provide 24/7 support to drive traffic, engagement, and sales to 24 deals in 24 hours for an overall RadioShack Cyber Monday online promotion. [STEP 1] SOCIAL IS NOT ALONE. PLAN AHEAD. 18
- 19. CASE STUDY – CYBER MONDAY Integrated Marketing – Placement of Campaign via multiple marketing vehicles. RS.com Homepage, Email, Digital Ads, Campaign Deal page. 19
- 20. CASE STUDY – CYBER MONDAY [APPROACH] LISTEN AND ADAPT. Provide a clue every hour starting on 11pm of what the next hour deal would be. Drive Measurable Conversation. #24dealsin24 Resources were available starting at 11pm Sunday – 12am Tuesday. Listened and Engaged with fans every hour to stimulate and adapt to the conversation. 20
- 21. CASE STUDY – CYBER MONDAY [#24DEALSIN24] EASY TO PARTICIPATE. 21
- 22. CASE STUDY – CYBER MONDAY [RESULTS] #24dealsin24 was only US brand to trend organically on Twitter homepage. Drove 11.2MM earned impressions. +1,200% in volume of Tweets. 9x organic follower growth. 14% Increase in web traffic. 22
- 23. CASE STUDY – CYBER MONDAY [EARNED KUDOS] RadioShack's offers were among the most- frequently shared coupons or offers on social networks during the shopping days surrounding Black Friday. – DataSift, Inc. 23 Source: Twitter Business - https://business.twitter.com/en/optimize/case-studies/radioshack/ Source: WSJ - http://online.wsj.com/article/SB10001424127887324296604578179750613594258.html Source: Bloomberg TV - http://www.bloomberg.com/video/retailer-twitter-strategies-sales-promotions-5h0VZxzCRKusvlZlaLxA4g.html
- 24. CASE STUDY – CYBER MONDAY [KEYS TO SUCCESS] PLAN AHEAD LISTEN & ADAPT EASY TO PARTICIPATE 24
- 25. THANK YOU. COSMIN GHIURAU RADIOSHACK - DIRECTOR SOCIAL MEDIA TWITTER @COSGURU 25
Editor's Notes
- Some thoughts about myself. Background in Corporate at GM, then Agency, Samsung, and now RadioShack.- PR is critical to social media and vise versa.
- Multiple channels and choices. Each one specific to a need. Growing rapidly.
- From an online perspective online consumption has evolved.Digital has gone from Interactive to Social Business.
- Brands need to define their Brand Story via Social Paid – Digital Advertising, banners, AdWordsOwned – Created Assets, Custom ContentEarned – Brand related conversations and UGCPromoted – In-Stream or social paid promotion vehicles.Shared – Open platforms or communities where customers co-create and collaborate with Brands.
- How does the Social Layers impact the business?
- Need to discover your company and brands journey…
- Need to discover your company and brands journey…
- A lot of talk about Growing Fans, Getting Engagement, but what about Social Driving Business? Driving Commerce?
- We can see that Social is still a small sliver of e-commerce in comparison to Search and other drivers. This is Opportunity.
- Consumers still Trust Family and Friends based on % of Customers who agree tool “Helps Me With New Ideas”.
- For RadioShack. Cyber Monday was a moment in ecommerce where Social and Digital can Drive Sales.We noticed that of the “Cyber Week” Cyber Monday continues to lead YoY in Holiday Spending.Almost $1.5B in online spending.Top gaining categories were in our RadioShack product selection sweet spot.We noticed that shopping was happening around the clock. Home vs. Work.
- Step 1 – It was critical to plan ahead with tactics that social would support. What would be the ‘hook’ to keep people coming back.Select easy to remember hashtag (#24dealsin24)Provide clues every hour on the hour to entice repeat participation.
- Carefully planned ahead to be integrated through multiple marketing channels.RadioShack.com HomepageEmailDigital AdsPromotion Landing Page.
- Critical to understand that we MADE IT EASY to participate. Timely and clear tweets from us as brand.Clear call to actionTools on promotion landing page to participate.