Upload
leap
View
432
Download
2
Tags:
Embed Size (px)
DESCRIPTION
As an addendum to Part I, we take lessons learned and apply them to real-world business initiatives using social media. Learn if your company or organization is a prime candidate for Social Media Marketing and what steps to take when beginning a campaign.Presentation compiled and presented by Michael Wunsch, VP of Client Services, and Emily Van Winkle.
Citation preview
Social Media Palooza
Your Presenters
Michael Wunsch VP, Client Services
Suzanne Beane VP, Media + Strategy
3 Today’s Agenda
Are You A Candidate?
5 Integrated Digital Lifestyle
Your next client or customer is always on
at work.
6 Integrated Digital Lifestyle
at home. Your next client or customer is always on
7 Integrated Digital Lifestyle
at leisure. Your next client or customer is always on
8 Are You A Candidate?
Business to Business
+ Become a thought leader in your industry
+ Social network prospecting
+ Industry collaboration
9 Are You A Candidate?
Business to Consumer
+ Personalizes the brand + Shows the culture of a company
+ Lower cost than traditional marketing and advertising
+ Helps accomplish branding goals + Extends the branding reach
+ Large Search Engine Optimization impact + Links, fresh content, more real estate
10 Are You A Candidate?
Non-Profit
+ Social loves a cause
+ Low cost alternative
+ Utilize volunteers
+ Furthers community
11 Are You A Candidate?
2010 Social Media Marketing Industry Report SocialMediaExaminer.com | Michael A. Stelzner
12 Respondent Makeup
2010 Social Media Marketing Industry Report SocialMediaExaminer.com | Michael A. Stelzner
13 Are Businesses Using Social Media
2010 Social Media Marketing Industry Report SocialMediaExaminer.com | Michael A. Stelzner
91%
14 Are Businesses Using Social Media
2010 Social Media Marketing Industry Report SocialMediaExaminer.com | Michael A. Stelzner
65%
15 Are Businesses Using Social Media
2010 Social Media Marketing Industry Report SocialMediaExaminer.com | Michael A. Stelzner
Worksheet�Our Pros / Cons
Core Platforms
18 Top Social Media Platforms
2010 Social Media Marketing Industry Report SocialMediaExaminer.com | Michael A. Stelzner
19 What Are The Possibilities?
Three Main Forms of Social
+ Sharing + Del.icio.us, StumbleUpon, Mixx
+ Networking + Facebook, MySpace, Bebo
+ Publishing + Twitter, YouTube, Yelp
20 Core Platforms
+ Post news / inside info
+ Offer specials
+ Reward / Comp
+ Monitor for CS issues
+ Customize page
+ Post links
+ Promote events
21 Core Platforms
25 Core Platforms
+ Create Official or Community page
+ Create Place page and merge with business page
+ Create a community page
+ CPC / CPM ads
+ Customize tabs
+ Post videos / photos
+ Promote events
26 If Facebook Was Real
Core Platforms
+ Show expertise in industry
+ Sponsored videos
+ Advertisements
+ Customize channel
+ Universal Search
34 Core Platforms
+ Create groups
+ Prospect
+ CPC / CPM ads (highly targeted)
+ Use Answers
+ Think Facebook created in boardroom
+ Recruit
35 Core Platforms
+ Company announcement channel
+ Real-time
+ Information feed
+ Huge SEO benefit
+ Control the message
+ Promote conversation with target audience
Blogs
Worksheet�Property Strategy
Tips For Success
41 Tips For Success
+ Be transparent: Always be clear that you are a representative of a company when you’re doing social media on behalf of them.
+ The social sites are an extension of your brand: Use the same colors, tone and wording as you do on the rest of your marketing materials.
+ Be timely: When there is a question on a social site, answer as quickly as possible.
42 Tips For Success
+ If there is a complaint, address when appropriate. 9 times out of 10, they will appreciate the fact that you’re listening.
+ Monitor! People are going to talk about your brand in other locations than your social sites.
+ Be honest.
+ Talk to them like you would in person.
43 Tips For Success
+ Update on a consistent basis.
+ Start with one site until you get the hang of it, then expand.
+ Don’t be afraid to ask what your Fans/Followers/Subscribers want to see.
+ Keep the posts on-brand.
Monitoring
45 Monitoring
+ Look for variations of your company name. Misspell words and keywords as variations to find all posts.
+ What are your competitors doing?
+ Brand awareness
+ Public Perception
+ Influencers
+ Leads
+ Paid: Radian6, Nielsen BuzzMetrics, Meltwater Group
+ Free: Google, Google Blog Search, Search.Twitter.com
Measurement
47 Monitoring
+ Interactions
+ Search results – videos, images, tweets
+ Sentiment
+ Page visitors on Facebook (determined by Facebook Insights)
+ Site traffic as determined by Google Analytics
+ Number of Retweets
+ Number of Fans/Followers/Subscribers
+ Video plays and channel views
+ Share of voice
+ Facebook Insights report
+ Email unsubscribes
PR Crisis Planning / Response
49 PR Crisis Planning / Response
+ Prevent + Act + Communicate
+ Who (Internal/External) + What + When + How
+ Evaluate + Why
50 Should Our Brand Blog?
+ What is commitment level
+ Set content calendar / mins.
+ Strategy – one or many (purpose)
+ Not content for content’s sake
+ Real people, real situations
+ Is brand ready???
L.E.A.P.
52
Phase I - LISTEN Hear and understand customer perception as it exists today, uncover opportunities for strategic growth and create an engagement roadmap for achievements.
Phase II - ENGAGE Create content and programs that help you connect with and learn from customers, partners and employees.
Phase III - ACT Content deployment and property management execution – daily activities that makes social media – and your customers – come alive.
Phase IV - PERFORM Actionable insights are measured against benchmarks in the Listen phase and inform future strategies.
The LEAP Social Media Platform
53 The LEAP Social Media Platform Step 1 – Listen to your customers, learn about opportunities.
LISTEN OFFERINGS
+ Social Network Analysis + Competitive Analysis + Business Case Development + Customer Persona Development + Social Media Audit: Profile, Inventory & Goals + PR & Social Media Marketing Plan + Benchmarks and Key Performance Indicators
54 The LEAP Social Media Platform Step 2 – Engage with creative content
ENGAGE OFFERINGS
+ Key Message and Response Definition + Social Media Property Development + Publication Creation – white papers, case studies, press kits, newsletters + Content Creation – webinars, videos, podcasts, blogs + Cause PR Planning and support + Promotion scheduling and support
55 The LEAP Social Media Platform Conversation and interaction… delivered.
ACT OFFERINGS
+ Blog Management – onsite and offsite + Media, Community and Blogger Relations + Social Media Property Management – postings and responding + Press Release writing, pitching, posting (online and offline) + Public affairs monitoring and posting + Online News Management + Event Management
56 The LEAP Social Media Platform How it’s working and what to do next
PERFORM OFFERINGS
+ Social Network Analysis and Reporting + Conversation Clouds + Topic Trend Reporting + Media Type Trend Reporting + Buzz Analysis + Site Analytics
57 Social Network Analysis
+ SNAs can evaluate all social media properties + Maps social networks + Views social relationships and social capital + Relationships viewed along network theory which consists of nodes and ties + Identifies key influencers (focal nodes) or those who might be marginalized (isolates) + Focuses on structure and relationships + Data is mined and classified + What people do online can be tracked (messages, responses, followers, followers of followers)
The State of the Blogosphere
59
60
61
62
63
Questions?