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Kelly Olexa
The Social Media Revolution
Executive Summary
Solely dedicated to social media since 1999. Founded by political pollster Pete Snyder
10+Of innovation and defining social media marketing, metrics and best practices
Ten Years
Fifteen Hundred Campaigns
Executed by NMS’ subject-matter experts across more than 60 industries
1,500+
90+Arlington, Los Angeles, New York, Chicago, North Carolina and San Francisco
Ninety Employees
“New Media Strategies has changed the jargon of Web 2.0” -
wired magazine
Select Clients
• Telecommunications • Tobacco• Automotive Manufacturing• Energy
• Media & Entertainment• Electoral Politics• Labor • Healthcare
• Federal & State Taxation• Chemical Production• Environment• Pharmaceutical
Public Affairs
Entertainment
CorporateCorporate
Business & Public Affairs Experience
Tobacco Company Whose #1 Product is Facing Potential
FDA Ban
Major Garment Producer Facing
Activist-led Boycott of Goods
Country’s Leading Private Company Under Attack
By Environmental Activists and the Media
Trade Association Whose Members are
Targets of Public Health,
Environmental and Parenting Activists
+ more bipartisan online talent than any firm in the
country industry
+ over 10 years of experience
= expertise on wide variety of challenging issues
Accounting Firm Embroiled in Lehman Brothers Collapse;
Facing Congressional Investigation
Using Social Media Effectively for Business:The NMS Approach
NMS Service Overview
PROMOTE– Digital Public Relations – Blogger
Engagement– Social Media Activation and Advocacy– Grassroots Messaging
ANALYZE– Consumer Analysis and Communications
Insights– Measuring Engagement– Competitor Research
PROTECT – – Wikipedia Management and Strategic
Execution– Early Warning Monitoring and Strategic
Rapid Response
Integrated Approach
Brand
Blogs & Websites
Message Boards
Social Networks
Asset Sharing
Information Sharing
Geo-Social Platforms
V I D E O S
P H O T O S
A R T I C L E S
G I V E A W A Y S
P R O M O T I O N S
Current State of Social Media
Where We’re Headed
• Facebook is now the most visited site on the internet– And is also the fastest growing search engine
• 51% of Facebook users said being a fan increased purchase intent, 67% of Twitter followers said the same
• 79% of Twitter followers reported that they were more likely to recommend a brand they followed, and 60% of Facebook fans said the same
• 93% of social users expect their brands to have a presence in social, and 43% expect a brand to help solve product issues*
*Cone’s 2008 Business in Social Media Survey
Best Practices
•More important that you be true to yourself than mimic the consumer voice of a platform
Authenticity Not just in information, but also brand voice
•Ability to identify critical consumer conversations on a message-by-message basis needs to be augmented with a macro view that can show long-term shifts in category behaviors and attitudes is critical
Listening, not just monitoringCapturing millions of conversations is of
limited value if you can’t accurately filter and synthesize what is valuable
•Create and leverage constant and nimble content that is notable and sustainable, and constantly optimize what is working
RelevanceIf you’re going to join a conversation, make
sure you have something valuable to say
•Synchronizes outreach and ensures that critical insights are leveraged
UbiquityEnsure that all relevant groups and agencies are aware on an ongoing basis of reporting
and promotional activities
•Relationships are the best line of defense with influencers, and one must always have a contingency plan for every possible adverse reaction, no matter how unlikely
Excellence in Execution Always realize that a single real or perceived misstep can derail even the best-informed
efforts and leave zero room for error
•Deepen relationships and loyalty with access to leadership
Relationships and Access
11
Organizational Best Practices
• Choreograph, don’t just Coordinate– Every large organization is siloed, but the best ones learn to create persistent
channels so groups can amplify each other’s efforts• Train. Everyone.
– At least make it clear that there are better ways to impress your friends than going rogue
– Playbook approach makes it easy for all employees to get a handle on what to say, how to say it, and what is appropriate
• Flatten your Assets– Everything created by one group can likely be used by another to engage an
audience in social – make it easy to discover and share across the company• Track and Share Contacts
– As important as what you’re saying is who you’re saying it to– Make sure your tracking and reporting can keep track of correspondence and
editorial history
Friends, Families,
Colleagues
YouYour Company
Your Team
Target Audience(s)
Applying Social Media at the Organizational Level
Selling to the C-Suite
Educate: Nearly 75% of business leaders say they are actively learning about social media. Don’t get left behind: Educate yourself in the best practices and nuts and bolts of social media. Join The Word of Mouth Marketing Association and track breakthroughs and developments in the social media space.
Start Small and Record Victories: 63% of business leaders believe social media isn’t just a fad. Minimize risk and maximize results by launching a pilot program that is manageable and scalable. Reduce uncertainty surrounding social media by executing a small starter project and document successes.
Encourage Company Enthusiasts: Leverage positive company social media groundwork by socializing results throughout the company.
Sell on a Personal Level: To start, sell to stakeholders individually. Lay out a snapshot of what competitors are doing in the space, and always keep key statistics close at hand. 44% of business leaders feel they are falling behind their competitors in social media executions.
Reassure the Management with Expert Help: The majority of business leaders believe social media is an appropriate and necessary first step for their company. Avoid panic and uncertainty by bringing in outside experts to handle the scope and executions.
Recommendations on Tapping the C-Suite
*5 Steps to building a company wide social media plan, How Business Leaders view social media, Selling Social Media Upstairs—Smart Blog on Social Media and Smart Brief on Social Media
Social Media: Where we’re headed
• 80% of smartphone users consume mobile media
• 91% of moms never leave home without a mobile device
• Social web is driving mobile data usage – extensions of existing services, vs. pure standalone apps
• Search is now trending away from paid and towards organic & social• Twitter has announced that it will index links, allowing to rank by popularity,
query, and sharing• Facebook users share 28 million pieces of external content a month, which can
be indexed• Top traffic driver to CafeMom is Facebook, to SomEEcards is Twitter
• Ability to overlay digital information wherever the consumer is
• Rapidly developing space with significant usage expected by mid 2010• Able to connect users directly to community• Social recommendations + Mobile Outdoor = opportunity
Mobile
Social Search
Augmented Reality
Case Study: NBC
CHALLENGE• Reinforce NBC.com as the official home of NBC and differentiate it from other sites
hosting NBC programming• Drive awareness of NBC.com’s multi-function, multi-use full episode technology
(streaming, HD, subscriptions, downloads, mobile)• Inform viewers of NBC’s accessibility everywhere: on-air, online, mobile, OOH
EXECUTION• Interact with targeted series specific viewers (29 different series) through word of
mouth messaging, digital PR and micro blogging, working to seed links and drive traffic to NBC.com
• Manage the Twitter Handles for several of the NBC shows and the Facebook profiles/Fan Pages for many of the NBC shows
RESULTS
FACEBOOK• Total Facebook fans:
2,977,317• 26 pages managed
NBC.COM VIDEO
• Facebook is the #2 traffic driver
• Twitter is the #6 traffic driver
TWITTER• Total Twitter
followers: 329,667• 26 pages managed
DIGITAL NETWORK
• 11,162 placements since May
• 200+members
Simple Rules For Online Politics: Colin Delany (NMS)
• Think about the ends before you think about the means. Think before you act: what is your goal? Who is your audience? Where can you reach them?
• Brilliance is secondary to persistance. Starting a revolution is great. Continuing that revolution takes work. You will only be successful with consistent interaction and engagement. Plan on this before you launch.
• Integrate, Integrate, Integrate. Make sure that your online efforts mirror your offline efforts for maximum efficacy. Links, Hashtags, URLs, make sure they are everywhere and are consistent.
• Check out www.epolitics.com for more information from Colin.
Discussion Topics
1. What tools online to use for intra-organizational training? (Yammer)
2. What tools can be used for issue advocacy, to potentially influence the government or protest an issue?
3. How to develop a grass-roots movement….encourage word-of-mouth discussions and sharing of content?
