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International Olympic Committee: Speaking to Millennials

Melinda May, International Olympic Committee

Re-aligned ideals and values of Olympics with ideas and values of Millennials.

Leveraged athletes who were Millennials.

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Increased young people viewership by 40%.
Generated 500MM unpaid media impressions
Over 4MM views of Challenges.
Thousands of conversations.
Hundreds of participants.
#10 most viewed youtube channel

Good results.  Especially the first one :)

IAB Social Media Buyers Guide

Click here to download:
IAB_SocialMedia_Booklet.pdf (1.68 MB)
(download)

http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html

Earned owned paid charat

Social reach takes paid and earned media working together.

Pre-campaign analysis:
Use social intelligence to drive paid media strategy.
Surface influential authors and map links.
Overlay audience demos

Brickfish:
Crowdsourced new Coach bag design
Pretty cool.
As consumers create content on Brickfish, they share with their social graph (Facebook, Twitter, Blog, email)
Brickfish tracks it with a piece of software called Viral Map.

Example of Poppy Campaign:

Federated Media: Exectweets

Aggregated tweets to focus topics on business, for the business community and executives.
People filter our personal tweets, to only put out business relevant content.
First twitter execution by a brand (Microsoft)
Trended with Lance Armstrong and Twilight.
Backfire: #exectweetfailed  because it didn't include enough women.
Smaller number of women exec tweets to curate.
Opened up to suggestions of women execs we weren't including.
People started defending the project.
Over 1 million followers, use deftly as a communication channel to distribute new content.
Integrated additional tools for longer tweets for IT execs.

Organics: Kotex
Bring the girls voice into this conversation.
Impressive results. Lots of views (over 2MM, new brand garnered 25% of share without cannibalizing original brand).

Great session with great examples.

Taking Ford Social

I was a bit late to this...
But, nonetheless  I really admire Ford for it's social forwardness.
Especially the Ford Fiesta Movement.

Funnel
Awareness
Evaluation
Engagement
Conversion
Loyalty

Three measures
1) Reach
2) Preference
3) Action

At any given time, 10% of the population is considering buying a car.
#1 Objective: Change the way people think about Ford

Broke up into groups of Awareness, Engagement and Loyalty.
Groups were good, besides awareness.
Some disagreed with the idea that social tactics should be used to build awareness.

I think social is an important part of the mix for awareness.
Because, awareness without participation is both fleeting and somewhat useless.

Location based mobile social marketing

Coke Zero + 360i

Sarah Hofstetter - 360i
Roberto Mastracola - Coke

Find the preso here:

The new state of WOM: Mobile + Local + Social

What motivates people to participate in these things?  Social Currency.

How should brands approach this new territory?
Consumers feel validated when they have access and interface with brands via social media.
Entertainment, utility, feedback, mayorship is all social currency.

Step 1: LIsten: what are people saying about our brand?
Where can I find it?  Not at some of my key places with fountains.
WOM objective: Let consumers know where they can find Coke Zero.

Step 2: Choose Platform
Foursquare...the biggest and best with tech savvy males (our target).
Integrated seamlessly with Twitter.
Aligns with objective of WOM on a local level.

Step 3: Create a plan of attack
Amplify local sampling events
Engage consumers with social media
Use mobile to connect Coke Zero with consumers.

There was no promotion or incentive, just social currency.
Foursquare was an offshoot promotion from Twitter.

You can't treat a WOM program like a one-night stand or a campaign.
Events were geo-targeted, as to not alienate those who couldn't participate.
i.e. March Madness event...in Indy.
Benefit, you can get the mass reach of social with the ability to target a specific geo-audience.

Step 4: Provide Value
Utility: answer the question, where can I find it?
Social Currency: Tweeted a personalized message to everyone who tweeted about coke zero.  200/day.

37,000 impressions across Twitter
300+ Official Coke Zero event team check-ins
125+ Coke Zero tips added to specific locales
100% Earned media.

Results are tiny.  I would hope that they integrate some other statistics around the events and how successful they were.
So that no matter how tiny the numbers, the quality of the engagements could be shown to impact their events in huge way.
Other idea is to understand how many of those people (since it was a small number) recommended the brand (offline and online).
Course, that's a study in itself: 

Before you dive in....
Reach:
Does it have scale?
Objectives:
Can it activate against your marketing objectives?

Basically, they crowd-sourced store locators.
Get people to find, discover and share so they can get scale like Coke has on Facebook.

Jeanne Bliss: Earn Your Customers Rave

Author of the book: I love you more than my dog.

22% of WOM sparked by Advertising
78% sparked by something else.

5 Decisions

Believe
Clarity of Purpose
Real
Be There
Say Sorry

What's our Story:
How "real" are we?
Do we touch a chord with customers?
Encourage personality and creativity?
Discuss "customers by name, or contracts?
Make decisions by envisioning customers' lives?

Lot's of good examples in her presentation: Trader Joe's, Southwest, Zappos, USAA, LL Bean, NetFlix and Zipcar.
Hopefully she posts on WOMMA.org.
22squared did a whitepaper on advocacy in the airlines industry.  Jet Blue is also a shining star: 

Dan Heath, Co-Author of Switch and Made to Stick

People are astoundingly negative about change.
People HATE change.

Emotional vs. Rational Systems.
When scientists turned off the emotional centers of the brain, people became indecisive.

Change is hard because the emotional and rational sides of your brain are misaligned.

Direct the Rider (Rational)
People need crystal clear direction.

Motivate the Elephant
Create the desire to change.

Shape the Path
Make the road ahead clear and remove some obstacles.

DIRECT THE RIDER

TBU: True But Useless
Beware of facts that you cannot control or overcome.
Go and search for what's working against the odds.
Forget the problems. What's working right now and how can we do more of that?
Sternen started solving malnourished kids in Vietnam in one village.
He found the mom's who were doing it right, and help them replicate it.
Then it spread from village to village.
Reached 2.2 million vietnamese across 265 villages.

We're wired to ask: What's broken and how do we fix it?
What we need to ask is: What's working right now and how do we clone it?

Are you obsessing about success?  Or just failure?

It's hard to think your way into change.
Many times people and companies have all the facts they need to change but can't.
Information was there, desire wasn't.  Look at the american automakers.

MOTIVATE THE ELEPHANT

People are motivated by emotion, by a feeling.
You have to make them feel it to get them to change.

Consequence vs. identity.
Consequence is cost benefit analysis
Identity: who am I? what is this situation?  what would someone like me do in this situation?

SHAPE THE PATH

Use social norms to motivate behavior.
Behavior is contagious.
But it must be visible.
Use the power of peer pressure.

Tweak the environment
Often it's the situation, not the person that is blocking the change.
Example: Amazon changed it with their "Buy now with 1-click" button.
Amsterdam Airport: put a fly in the Urinal to act as a target to eliminate "spillage."

The Life You Can Save
By Peter Singer

Case: All of us should do more to help the poorest of the poor.

Worthy Cause.

Best Buy: Using Passionate Employees to Help Launch New Business Opportunities

Geno Church: Brains on Fire
Eric Dodds: Brains on Fire
Jamie Plesser: Best Buy, Consumer Marketing Manager

BACKGROUND:

Theme:
Tap into your employees passions
Equip them to lead with it.

BEST BUY'S MUSIC INSTRUMENT BUSINESS
Lots of pent up demand for people who want to learn to play music.
$8billion biz opportunity
100 stores in US that have a dedicated space for selling medium to high-end instruments.

What we knew:
Need it's own space
Need the right brands
Need specialists associates

Not a natural category for us to enter, not adjacent.
Needed to build awareness and credibility.

Mi11 based on myth of the 11th number on the amplifier dial.
A store within a store: 96% of customers found it by accident.
Blue shirts went to black shirts, to signify knowledge and authenticity.
Champions for helping every customer amplify the music inside of them.

3 Steps
1) Give the community an identity
2) Empower sales associates to lead it
3) Grow it

ELEMENTS:

Movements have inspirational leadership.
Requested 5 leaders step up within the 100 stores.
No shortage of passion within the employee base.
12% applied to lead.

Create ownership
Blogs, twitter id's etc.
Allowed them to run the community

Guest Blogging
Opened it up to other musical lovers and band members in the Best Buy employee pool.

Content Creation
People around the country started submitting instrument reviews.

Offline
Music Tour

Results:
28% of all Mi11 associates participate in the program.
22% increase in online conversations
76% were positive

LESSONS LEARNED

Slow down cowboy!
People take time
Sustainable means a slow build.
Community building is hard work.

Practice makes imperfection.
This is not a turnkey thing. Integrating all things internal is TOUGH.
You don't just say ou're going to be social and think that you're social.
You have to be there as a brand -  which requires lots of hard work.

Communities live in beta.
Finding out how to add value to community is a process that you get good at - just like a rela relationship.
Bumpy road to national scaling. Wish we'd had focused on a smaller geography.
Research isn't a one time thing - if you want your employees to own it, you have to involve them in building.  You have to listen.

People are the killer app.

Discovery Channel: Building a Community of Customer Evangelists

Jackie Huba, Ant's Eye View
Coni Rechner, Discovery Education

Every brand should find their influencer and build a community with them.

WOM Ladder
Satisfaction
Retention
Referrals
Evangelism
Ownership

Similar to the concept of True Advocacy found in our Friendship Model at 22squared: 
See slide 33.

Discovery Educator Network

Great network for teachers that adds value to the teacher community, while building a brand community for Discovery.

Serious goals and objectives detail:
I like this and hope that it was done before the fact :)

Screen_shot_2010-05-24_at_4

Participation is the 5th P, great thought.

Q&A:
We started small, with teachers who were prolific in content creation and leadership.
How did you incentivize participation?  Goodies that will enhance the classroom experience.  Awarded to teachers who participated the most.