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Social Media
Brett McCoyhttp://www.myjive.comtwitter.com/brettmccoy
SocialCrush
Flickr image by gregorywdean
Enhance the experience and value of your brand through the use of owned platforms and earned media.
Flickr image by KillTaupe
Ron Edelentwitter.com/myjive
Brett McCoytwitter.com/brettmccoy
Already bored? Go ahead and tweet about it. Tell the world that Brett has no idea what he is talking about. If you do, please be sure to mention @brettmccoy and @myjive in your tweet.
AgendaCaroMont Health: Social Media Case Study
CaroMont Health - Build brand awareness within the community - Elevate brand perception - Engage with community members
AssetsThe social components owned and managed by CaroMont Health
ToolsThe listening, tracking, marketing and analytics tools we use.
ResultsWhat we have accomplished
Conclusion. Questions?
Cyclists(participants)
Blue Ridge Race(situation)
+Charlotte Cyclists Group
(social network) +
Speed Monitor Mobile App(added-value)
= AWESOME BRAND LOYALTY
(1)
(2)-
(3)-
(4)-
(5)
Assets
Tools
Hootsuite
•Listening•Team Management•Marketing
SproutSocial
•Social Analytics•Engagement
Clicky•Website Analytics•Content Management
Flickr image by http://www.fubiz.net
EdgeRank
•Facebook Posting•Content Strategy
Foursquare•Venue Management•Location Marketing
Platform(s) Activity Topic Keywords Measure Engagement Responsible(Facebook, Twitter, Blog, Flickr, Youtube, LinkedIn)
(Listen, Follow, Engage)
What is it we want to accomplish? (Hash-tags, terms) (Followers, Awareness, views, engagement, sentiment, etc.)
(Low, Medium high)
(Who will do this task?)
Facebook, Twitter Follow, Listen Find Local people to follow. Send them a note if they follow back. + Respond to any comments on your wall.
#caromonthealth Followers + Followees Low Myjive
Facebook, Twitter Follow, Listen, Engage
Find seven things worth retweeting/sharing in your general feed and share. + Respond to any comments on your wall.
#caromonthealth engagement + followers + followees
Low Myjive
Facebook, Twitter Follow, Listen, Engage
Reply to at least five things with full responses (not just “thanks”). + Respond to any comments on your wall.
#caromonthealth engagement + followers + followees
Low Myjive
Facebook, Twitter Follow, Listen, Engage
Point out a few people that CaroMont respects. It shows your mindset, too. + Respond to any comments on your wall.
#caromonthealth engagement + followers + followees
Low Myjive
Facebook, Twitter Follow, Listen, Engage
Follow back at least 10 folks. + Respond to any comments on your wall.
#caromonthealth engagement + followers + followees
Low Myjive
Facebook, Twitter Follow, Listen, Engage
30 minutes of just polite two-way chit chat with at least 4 people. + Respond to any comments on your wall.
#caromonthealth engagement + followers + followees
Low Myjive
Facebook, Twitter Follow, Listen, Engage
Find Local people to follow. Send them a note if they follow back. + Respond to any comments on your wall.
#caromonthealth engagement + followers + followees
Low Myjive
Facebook, Twitter Follow, Listen, Engage
Begin building brand. Find five people who have had a negative experience and try to connect. + Respond to any comments on your wall.
#caromonthealth + #clic
engagement + followers + followees
Medium Myjive
Facebook, Twitter, LinkedIn Follow, Listen, Engage
Send birthday wishes to people in your network. + Respond to any comments on your wall.
#caromonthealth engagement + followers + followees
Low Myjive
Facebook, Twitter, LinkedIn Follow, Listen, Engage
Comment on at least seven people’s status messages or updates.
#caromonthealth engagement + followers + followees
Low Myjive
Facebook, LinkedIn Follow, Listen, Engage
Join 3-4 new groups today. Post a hello message in each.
#caromonthealth engagement + followers + followees
Low Myjive
Facebook, LinkedIn Follow, Listen, Engage
leave a new comment or two on every group or fan page you belong to.
#caromonthealth engagement + followers + followees
Low Myjive
Facebook, Twitter, LinkedIn Follow, Listen, Engage
Share at least 3 interesting updates that you find.
#caromonthealth engagement + followers + followees
Low Myjive
Facebook, Twitter, LinkedIn Follow, Listen, Engage
Find Local people to follow. Send them a note if they follow back. + Respond to any comments on your wall.
#caromonthealth engagement + followers + followees
Low Myjive
Facebook, Twitter, LinkedIn Follow, Listen, Engage
Find seven things worth retweeting/sharing in your general feed and share. + Respond to any comments on your wall.
#caromonthealth engagement + followers + followees
Low Myjive
Facebook, LinkedIn Follow, Listen, Engage
leave a new comment or two on every group or fan page you belong to.
#caromonthealth engagement + followers + followees
Low Myjive
Facebook, Twitter, LinkedIn Follow, Listen, Engage
Accept any invitations that make sense for you to accept.
#caromonthealth engagement + followers + followees
Low Myjive
LinkedIn, Facebook Follow, Listen, Engage
Drop into Q&A and see if you can volunteer 2-3 answers
#caromonthealth engagement + followers + followees
Low Myjive
Facebook, Twitter, LinkedIn Follow, Listen, Engage
Provide 1 recommendation every few days for people you can honestly and fully recommend.
#caromonthealth engagement + followers + followees
Low Myjive
Content Calendar
•Team Management•Content Strategy
Results
35,000+monthly views
flickr image by Joe Curtin
2,000+ monthly active users
It’s about relevancy, engagement and connection and not about your number of followers.
engagement 97%influence 67%
klout
Foursquare
TWITTER May June July August
Connections (# of people who CaroMont follows) 698 902 952 1029
Followers (# of people who follow CaroMont Health) 150 233 271 (up 50) 322
Mentions (# of times someone mention @caromonthealth) 22 42 33 40
Retweets ( # of times a tweet of @caromonthealth was retweeted) 23 17 11 11
Clicks (# of times someone clicked link @caromonthealth posted) 88 845 1350 14,000
Passion (Ratio of # of followers who are generally happy with the
brand and would promote it)
51% 76% 87% 87%
Engagement Score (National average: 32% - Your engagement score
is an indicator of how well you are communicating with your audience.)
83% 90% 95% 97%
Influence Score (Average score is 59% - Your influence is an indicator
of your growth and the interest level among your audience. ..)
63% 66% 67% 67%
Sentiment (This means the ratio between # of mentions that are
positive vs negative)
4:1 8:1 11:1 13:1
Excel
ADVANCING YOUR BUSINESS IN THE DIGITAL AGE.
In conclusion,
Why social?
Flickr image by paoloappe
We live in a “hash-tag” world.Prepare to dedicate time to monitoring the conversations. Remember, when something is social it is open to good and bad commentary.
80/20
Listen Engage
For us, what is the value of Digital & Social Media?
Accessible all the timeThe opportunity to ad value to any situation and any context - if the participant initiates it
It is never more than an arms length away.Your brand is only important sometimes, but when it is it has to be available.
The opportunity to participateParticipating with your customer in the product context.
Cyclists(participants)
Blue Ridge Race(situation)
+Charlotte Cyclists Group
(social network) +
Speed Monitor Mobile App(added-value)
= AWESOME BRAND LOYALTY
Become invaluable in the situation where your product is importantCreate deliberate value to the context of the product experience, becoming an integral and expected part of it
RecordDigital apparatus can record and collect data for product enhancement and innovation. This could become your most important data set.
Listen and learn from peopleThey know what they want and are happy to share. Listen in context. Listen to the situation.
Pay attention to your peopleAppreciate your brands participants such as they appreciate you buy engaging with your brands. By giving them your attention and devotion they will reward you for it.
Create long term relationshipsCreate areas of subscription and membership allowing for meaning and value for your brands participant.
Cyclists(participants)
Blue Ridge Race(situation)
+Charlotte Cyclists Group
(social network) +
Speed Monitor Mobile App(added-value)
= AWESOME BRAND LOYALTY
Real relationships based on real conversationsDo not create messaging - create communications that encourage conversations between you are your brands participants.
Ignite CommunitiesFind existing conversations, add interesting and relevant content and value to the dynamics and make our brand an important part of the context of these situations
For us, what is the value of Digital & Social Media?
Tools Discussed today
HootSuiteSprout SocialSocial MentionHowSociableClickyTwitter Search
Helpful links and fun sutff.
Fun Stuffhttp://fuelingnewbusiness.com/2010/06/24/study-60-percent-of-
companies-using-social-media-have-no-plan/
http://www.pamorama.net/wp-content/uploads/2010/03/social-media-landscape.jpg
http://www.pamorama.net/wp-content/uploads/2010/03/social-media-landscape.jpg
http://socialmediamind.com/internet-and-businesses-online/twitter-marketing-for-online-businesses/
http://www.topdesignmag.com/wp-content/uploads/2011/01/twitter-infographics1.jpg
http://www.fastcompany.com/1710068/embargoed-till-1201-am-thursday-grandmas-on-facebook?partner=homepage_newsletter
My name is Brett,and I thank you!
QUESTIONS?
myjive.com
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