Norca lbma pr roundtable april 26 2013_lina_arseneault

APPLY PILATES PRINCIPLES TO STRENGTHEN YOUR SOCIAL CORE

April 26th 2013, Lina ArseneaultNorthern California Business Marketing Association – PR Roundtable

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Session Objectives

• In this session, through the use of case studies, we examine how you can apply the principles of Pilates to strengthen your social CORE.

• From beginner to advanced practitioner, you’ll learn social conditioning routines that help build flexibility, strength and endurance.

Digital and Social Interaction

• Forrester Research recommends that you focus on strengthening your CORE

–Customize, –Optimize, –Respond, and –Empower

Source: The Future of Interactive Marketing, Forrester Research, Shar VanBoskirk and Emily Riley

Championing the CORE Directives

• Help your firm or clients adapt to the new customer and technology disruptions of the exploding social era

Level of Maturity

http://www.slideshare.net/Briancrotty/forrester-future-of-interactive-marketing-april-2011

http://www.slideshare.net/SideraWorks/the-new-social-business-professional

Which One Is Right For You?

Social Media Specialist with a digital background

Social Media Field Marketing Bias

Integrated Social Media Specialist

Social Media Specialist with a SEO background

Social Media Specialist with an advertising background

Social Media Specialist with a communications background

Social Media Specialist with a direct marketing background

Native Social Media Specialist

Communications Bias

Digitalbias

11

Customize

12

You have two ears and one mouth

You should listen twice as much as you speak

Monday, February 4th 2012

http://www.informationweek.com/authors/Kurt-Marko

Social Listening• On February 4th, Airtight social noticed

that a reporter from Information Week had reach out to Devin Akin of Aerohive

• In a tweet, the reporter asked Devin if he could suggest a Wi-Fi industry expert for an upcoming Wi-Fi article

• Devin suggested Andrew von Nagy (also of Aerohive aka “revolutionwifi”)

• Having taken notice of this tweet, AirTight contacted the reporter directly (email and telephone) and proposed an interview with AirTight expert

• The interview is took place on February 8th 2013

– Including product demo

• “In fact, as Kaustubh Phanse, Chief Evangelist at AirTight Networks, an innovator in WIPS technology, argues, WIPS can complement MDM. He points out that MDM doesn't provide visibility to, nor control over, the devices actually accessing your network. WIPS can enforce network access policies and can automatically direct unregistered users through a captive portal to download any necessary MDM agents or software before gaining unfettered network access.“

• Includes many other AirTight mentions

Read the full article:http://www.networkcomputing.com/security/byod-security-do-you-really-need-mdm/240150487

Creating @AirTight Awareness

• Monitor article for comments• Respond as required

http://v5.reports.informationweek.com/abstract/18/10117/Mobility-Wireless/2013-wireless-lan-survey.html

16

Meltwater Social Media Infrastructure Investment Pays Off

17

Optimize

• If a tweet falls in a forest and no one is around to share it, does it make a sound?

• http://learn.meltwater.com/index.php/email/emailWebview?mkt_tok=3RkMMJWWfF9wsRohuanKZKXonjHpfsX67%2BwkWqa2lMI%2F0ER3fOvrPUfGjI4FTcZlI%2FqLAzICFpZo2FFVH%2ByBa4FU%2F%2Bc%3D

Transition From Doing Social To Being Social

Social Media Examiner said it best …

“Stop treating people like fish”

http://mashable.com/2013/04/12/social-media-demographic-breakdown/?utm_medium=twitter&utm_source=dlvr.it

21

Respond

http://econsultancy.com/us/blog/62204-social-media-the-workflow-challenge

http://www.altimetergroup.com/2013/02/social-media-crises-has-many-points-of-failure.html

25

Empower

26

Forrester Research defines HEROes as highly empowered and resourceful

operativesSource: The Future of Interactive Marketing

27

Empower, Don’t Exploit, Influencers

Figure out who your strongest employee and customer advocates are

Employee HERO Spotlight

Appropriate sense of humor On the Go: Twitter for iPhone Good timing (in the moment) Positive tone for Airtight

• DM = private ‘direct message’ between Simon and sender, not public domain

• To send a DM, you first have to follow that person• If someone chooses to DM Simon, they will first have “opted-

in” to “follow” him• Simon builds his following and engagement level

http://www.nydailynews.com/entertainment/tv-movies/undercover-boss-life-changer-modell-ceo-article-1.1276376

Customer-Employee HERO Spotlight – Modell Sporting Goods

ModellSG (2,619) + UndercoverBoss (8,402) + Airtight (1,246) = 12,267 follower reach

Modell’s Sporting Goods – #WirelessWednesday

• Modell’s (2,619) + New York City Daily (116,417) + Airtight (1,246) = 120,282 follower reach

• Variation on Stuart’s tweet to include URL to New York Daily feature story about the UndercoverBoss TV episode

A Few AEROHIVE HEROes

16,204e

CORE Princples

• Create a human voice, tell stories

• Adopt new technologies, services, and processes

• Generate leads• Retain customers,

foster customer loyalty

• Measurable results

http://www.slideshare.net/lasandra5/cisco-social-media-listening-strategy-case-study-salesforce

http://www.slideshare.net/lasandra5/cisco-social-media-listening-strategy-case-study-salesforce

http://www.mediabistro.com/alltwitter/21-rules-social-media-marketing_b30031

A CORE Few References• The Evolution of Social Business: Six Stages of Social Media Transformation

– http://www.altimetergroup.com/research/reports/evolution-social-business• The Social Media ROI Cookbook: Six Ingredients Top brands Use To Measure the

Revenue Impact of Social Media– http://

www.altimetergroup.com/research/reports/the-social-media-roi-cookbook• Social media marketing reaches maturity

– http://www.btobonline.com/apps/pbcs.dll/article?AID=/20130304/SOCIAL06/303049943/0/SEARCH

• The Top 50 Social Media Power Influencers of 2013. (via @Forbes) | http://t.co/VmhiMOrRBw

• Lina is Senior Director of Digital Marketing and Social Communications at AirTight Networks

– lina@airtightnetworks.com

• Twitter: @LinaArseneault• Linkedin: www.linkedin.com/in/linaarseneault• Blog: www.cafelina.me • Pinterest: http://pinterest.com/linaarseneault/• SlideShare  http://www.slideshare.net/Lina_Arseneault

• AirTight Blog:

– Book Review: The Retail Revival: Re-Imagining Business for the New Age of Consumerism

– http://blog.airtightnetworks.com/book-review-the-retail-revival-re-imagining-business-for-the-new-age-of-consumerism/

– To shop or not to shop, in-store Wi-Fi is the answer to that question– http://blog.airtightnetworks.com/to-shop-or-not-to-shop-in-store-wi-fi-is-the-answer-to-that-questio

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