Social Unleashed: Unlocking the Transformative Power of Social Marketing Doug Laird CMO Wildfire, a division of Google

Five keys to unlocking the power of social Engaging across networks Social data matters Social signals everywhere Social, local, mobile Integrating paid, owned, earned media

Social marketing is about driving business objectives Social Media Marketing Build Awareness & Word of Mouth Drive Sales Capture Leads & Data Amplify Reach Across All Channels Engage Consumers in Ongoing Dialogue

The customer journey is changing… 1 in 4 search results for the World’s Top 20 largest brands are links to user-generated content CHECK BLOGS SEARCH STIMULUS PURCHASE READ REVIEWS NETWORK In 2011, the average U.S. shopper consulted 10.4 sources prior to purchase, 2x as many as the year before 57% of people talk more online than they do in “real life” SHARE VIDEOS Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google

Engaging Across Networks

Social media: It’s where your customers are Monthly Active Users 955M+ 100M+ 174M+ 19M+ 140M+ 800M+

Engage across networks Your Brand

Engaging across networks: PUMA

Social Data Matters

Marketers are just beginning to get a handle on social data Source: Mullen, 2012

Moving from social listening to social data

THE PROMISE OF SOCIAL MEDIA BRAND

THE REALITY: Publishing to the Faceless

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

Right Message, Right Channel, Two-way Dialogue YOUR BRAND

Targeting communications through social channels Targeted page posts Posting to different “circles” Targeted status updates Targeted tweets

Social Signals Everywhere

Social signals are becoming pervasive across the web

Social marketing is about TRUST… ..and driving word of mouth at scale Consumer Trust Index Source: Nielsen, “Global Trust in Advertising Survey,” April 2012 80% Try new things based on friends’ suggestions Encourage friends to try new products Share negative experiences with brands or products 74% 42% Source: Marketforce

Social endorsements at the right time and place…

Earned media drives improved performance of paid +1’s increase search performance 5–10% average increase in CTR on search ads Source: Google

Social Local Mobile

Mobile access for social is growing fast

Mobile users are ready to take action 40% of all mobile searches are local in nature 70% of all mobile searches result in action within 1 hour Sources: Google; Mobile Marketer, 2012

Delivering an optimized experience on mobile Auto-optimized for the device’s display Design once, run everywhere – smartphone, tablet, desktop Seamless, consistent customer experience regardless of device Engage mobile users – the fastest-growing method to access social media Smartphone Tablet Desktop

Integrating Paid, Owned, and Earned Media

Customer journey is fragmented across paid, owned, and earned Search ads +1’s Websites Likes Display ads Tweets Video ads Social brand pages Pins Mobile ads Views & shares Social ads PR, blogs

Paid media: social advertising is growing significantly Worldwide Spend on Social Network Ads, 2011-2014 31% CAGR $11.87B $10.24B $7.72B $5.20B 2011 2012 2013 2014 Source: eMarketer, Feb 2012

Targeting social audiences across networks Targeted ads Target by job title, function, industry, geography, age, gender, seniority, company size, company name, LinkedIn Group membership Interest targeting Target to a set of specific interests 350+ interest categories (e.g., Education, Home and Garden, Investing, Soccer) Can create custom segments based on specific @usernames Custom audience Target users using your own customer data Match against email address, phone number, FB user ID Can overlay additional data to refine targeting

Paid, owned, and earned media need to work together Earned media is the key to unlocking the power of social PAID OWNED EARNED Website, Social Properties Word of Mouth Ads Prospects Prospects & Customers Followers & Advocates

A unified approach to paid, owned, and earned media SEARCH • DISPLAY • MOBILE • VIDEO • SOCIAL

About Wildfire

Serve 30 of World’s Top 50 Brands Wildfire at a Glance Leading provider of social marketing software 21,000+ paying customers Powered 250K+ campaigns Division of Google Serve 30 of World’s Top 50 Brands Worldwide Redwood City Los Angeles Chicago New York London Munich Paris Singapore

Wildfire Product Offering Wildfire Social Marketing Suite Ads Plan, purchase, manage, and optimize social ads Pages Design, publish, and manage social media content Promotions Create and run promotions (contests, sweeps, coupons…) Messages Manage social messaging with consumers across all properties Analytics Track, measure, and report social media metrics

Recap Engaging across networks Social data matters Social signals everywhere Social, local, mobile Integrating paid, owned, earned media

THANK YOU