Doug Laird (Wildfire) iStrategy London Keynote

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iStrategy

Doug Laird (Wildfire) slides from iStrategy London, May 2012

Business Technologie

Social Media Marketing
What Works Today, What’s Needed for Tomorrow

Doug Laird
CMO, Wildfire

The World Leader in Social Media
Marketing Software

• Largest provider of social media marketing software
• 15,000+ paying customers
• 300+ employees
• Founded in 2008: HQ in Silicon Valley, offices in U.S., Europe, Asia
• Powered 250K+ campaigns

30 of the World’s Top 50 Brands Are
Wildfire Customers

Rapid Customer Growth
16,000

14,000

12,000

10,000

8,000

6,000

4,000

2,000

0
Q1 09 Q2 09 Q3 09 Q4 09 Q1 10 Q2 10 Q3 10 Q4 10 Q1 11 Q2 11 Q3 11 Q4 11 Q1 12

15,000+ customers…and growing

Wildfire Social Marketing Platform

Ads Pages Messages Promotions

Analytics

Super Bowl XLVI:
NY Giants Won On and Off the Field

• Grew fan base 86% faster
than Patriots

• 8x more posts and
VS. comments during game

• 90% increase in unique
visitors to website

Champions League: Who Won in Social?

During the Match
• Bayern beat Chelsea in Facebook fan engagement by nearly 2x
(185K to 103K engagement activities – Likes, Comments, Shares)

After the Match
• Chelsea dominates post-game engagement (20 minutes post-match)
(58.5K to 24.5K engagement activities – Likes, Comments, Shares)

EARNED MEDIA: THE STUDY
10,000 Facebook campaigns

4,300 brands

13 million consumers

9 months of data

Paid, Owned, and Earned Media

Paid Owned Earned
Website &
Ads Other Owned Word of Mouth
Properties

Prospects Prospects & Fans
Customers

The Two Paths to Earned Media

Campaign
Entry

Direct News Feed
Invite Post

Click on
Referred Post
Entries

Referred
Entries

PICK YOUR FAVORITES
39%

QUIZ
32%

TRIVIA
29%

SWEEPSTAKES

ESSAY CONTEST

PHOTO CONTEST
26% 25% 25%

COUPONS
19%
What Drives the Most Shares?
Rate of Sharing by Campaign Type

GIVEAWAY
15%

VIDEO CONTEST
11%

PICK YOUR FAVORITES
27%

GIVEAWAY
15%

QUIZ
13%

SWEEPSTAKES

COUPONS
ESSAY CONTEST
11% 11%

TRIVIA
10%
Earned Media Click Rate

PHOTO CONTEST
3%

VIDEO
2%

CONTEST

ESSAY
How Many Clicks Do Shares Drive?

1%

CONTEST

What’s the Conversion from Click to Entry?
Earned Media Click-to-Entry Rate

82%
74% 74%
69%
66%

47%

23%

PHOTO CONTEST
ESSAY CONTEST
ESSAY CONTEST
SWEEPSTAKES

13%
GIVEAWAY
COUPONS

CONTEST
TRIVIA

VIDEO
QUIZ

Social Scorecard: What Works Best?
Average Entries per Campaign

1 Coupon 3,037

2 Giveaway 1,888

3 Sweepstakes 1,630

4 Favorites 1,070

5 Quiz 1,024

6 Trivia 410
7 Essay Contest 398

8 Photo Contest 381

9 Video Contest 313

Top-3 tactics that drive most shares

• AMC Theatres Coupon
Campaign

• $1 popcorn, drink

• 200K entries in 6 days

• 50K entrants invited
friends to claim coupons

• Chelsea FC “Blue Flag”
Campaign

• Upload photo of your face –
gets put on the flag

• Out-of-the-box thinking to
drive engagement

• Example of unlimited
creativity that social allows

3 percent

of campaign entrants

drive 100%

of additional engagement

WHAT’S NEEDED:
A Shift from the Faceless to Real People

Progressive Social Profiling

+ + + + + Behavior

Social Powers the Customer Life Cycle

Awareness Engagement Advocacy
Intent Purchase Support Loyalty
(Social Ads) (Promotions) (Word of Mouth)

Rich Social
Profiles

Word of Mouth at Scale

Consumer Trust Index
Word of Company Print or
Mouth Website TV Ad
92% 58% 47%
Nielsen, “Global Trust in Advertising Survey,” April 2012

Increase Purchase Intent

200% 170% 200%

130% 150% 180%

130% 150% 200%

550% 400% 390%

Source: “The Facebook Factor,” Forrester Research, April 2012

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