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

2. 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

3. 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

4. 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 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

5. Engaging Across Networks

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

7. Engage across networks
Your Brand

8. Engaging across networks: PUMA

9. Social Data Matters

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

11. Moving from social listening to social data

12. THE PROMISE OF SOCIAL MEDIA
BRAND

13. THE REALITY: Publishing to the Faceless

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

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

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

17. Social Signals Everywhere

18. Social signals are becoming pervasive across the web

19. 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

20. Social endorsements at the right time and place…

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

22. Social Local Mobile

23. Mobile access for social is growing fast

24. 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

25. 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

26. Integrating Paid, Owned, and Earned Media

27. 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

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

29. 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
Custom audience
Target users using your own customer data
Match against address, phone number, FB user ID
Can overlay additional data to refine targeting

30. 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

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

32. About Wildfire

33. 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

34. 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

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

36. THANK YOU