Social Media Marketing Technologies Presented by Dorothéa Bozicolona-Volpe © 2013 Dorothéa Bozicolona-Volpe © 2013 Dorothéa Bozicolona-Volpe 1 #iStrategy_SMIT

Social Media Marketing TechnologiesPresented by Dorothéa Bozicolona-Volpe

© 2013 Dorothéa Bozicolona-Volpe 1

#iStrategy_SMIT

© 2013 Dorothéa Bozicolona-Volpe #iStrategy_SMIT

Agenda Introduction Social Media & Internet - Its in our DNA Communication Has Changed + Mocial Technology Landscape Case Studies 5 Things Test & Learn Freemium & Low-Cost Solutions Questions

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© 2013 Dorothéa Bozicolona-Volpe #iStrategy_SMIT 3

Introduction Strategic marketing executive, fluent in 4 languages Specializes in developing business for international brands

via initiating & integrating social media and digital strategies Subject matter expert on CNN’s Ali Velshi show Clients include: Boy Scouts of America, Cisco, Ryan Seacrest,

Chrysler, The Weather Company (The Weather Channel), Cingular Wireless (AT&T), Georgia Tech, InterContinental Hotels Group, Mercer, Jewish Family & Career Services, Ogilvy & Mather, Reader’s Digest, Qualcomm, Turner Network Television, Coca-Cola

Avid skateboarder who tweets to relax - follow her on Twitter @socialespionage


How I Got Into Social Media Marketing

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It’s In Our DNA


Communication Has Changed + Mocial


Technology Landscape


Case Studies

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ROI: Costs of Social Crises, Fraud & Regulations Direct Social Crises Costs

Average $15K for agency/consultant fees per incident (source: F500 brand)

Average $50K (100 man hours) of lost productivity & internal resource costs

Cost of compensatory offers/campaigns to affected users

Fraud and Brand Damage Audience/Content Hijacking Costs of Reporting of fake accounts to FB and TW Lost Revenue due to diverted traffic to fraud account

Government Regulations and Fines Australia, UK, Germany holding companies responsible for

content posted to a page Avg. fine is $25K in UK via Advert. Std. Board

Impact on Social Team and Budget Each crises threatens future programs/budget Increased manual moderation costs to avoid repeat

Crisis Communications team and process

with employees of KitchenAid, Whirlpool,

and consultants used to craft and monitor

quality response

Agency lost contract and its employee

let go

Tweets about earnings & BOD

meetings cause investor

disclosure concerns AND CFO’s

job

Novartis Slapped by the FDA

Content in app

deemed

misleading

ASB Upholds Complaint Against Foster’s Facebook Comments

Poor Conversation Moderation

Triggers ‘Harmful Advertising’

Rules


Reputation Management & Recruiting:UPS Phase 1: Initially, reputation management

Where are conversations? Who is having them? What are they talking about? Customer Service issues

Phase 2: Blogger Outreach Phase 3: Launch of ‘Intercept Service’ Phase 4: 2008 Holiday Season ‘Recruiter Program’ Measurable results

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Risk Management: Top 3 US Bank Customer Environment

82 brand owned sites, managed centrally Strict process to enforce new account authorization 100+ unauthorized & fraudulent accounts detected/removed quarterly Legal & Compliance require monthly reporting and periodic audits of all social

activity to verify compliance with internal procedures Technology provided

Automated monitoring & discovery of unauthorized, branded accounts Governance and Risk reports – detailing security incidents and remediation

applied, incremental changes in incident frequency Application control policies to enforce standardized publishing workflows

Results Improved efficiency in detecting & reporting fraudulent account activity Implementation of compliance policies enabled new engagement programs

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Customer Service: Dell Customer Service

Issues categorized Workflows established Creating database of frequent issue responses Source tagging

Salesforce Integration Creating record of issue Establishing SLA (service level agreement)

Results Increase in mentions due to stellar customer service Ratio of positive sentiment increased

https://twitter.com/dellcares

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https://twitter.com/dellcares


Product Launch & Content Theme-ing: Cisco Aim: Launch UMI Tele-presence

Strong Facebook following Create a community around people sharing stories

Execution: Deployment of applications Welcome, Sweepstakes, RSS, Twitterfeed, Flickr, YouTube

Results: UMI Facebook page is forum for community & brand affinity

Customer testimonials Queries Contest entries Videos

http://www.facebook.com/Ciscoumi

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http://www.facebook.com/Ciscoumi


Five Things You Need To Do

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Goals

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Know Thy Customer

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Courtesy of Perseev.me


Surveys, Keywords & Research

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Where Is My Tribe?

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Roadmap

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Test & Learn

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Freemium & Low-Cost Models


“Business has only two functions – marketing and innovation.” Milan Kundera


Thanks - You Have Been Awesome!

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Questions

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Let’s connect Facebook.com/dorothea.bozicolonavolpe

Instagram & Vine @SocialEspionage

Gplus.to/SocialEspionage

Pinterest.com/socialespionage

Linkedin.com/in/socialanddigitalmediamaven

@SocialEspionage

Phone: (347)SMM-M727

Fax: Really !?!?25

Documents

Social Media Marketing Technologies Presented by Dorothéa Bozicolona-Volpe © 2013 Dorothéa Bozicolona-Volpe © 2013 Dorothéa Bozicolona-Volpe 1 #iStrategy_SMIT