Social Media-Palooza (Part II), by LeapFrog Interactive
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Social Media Palooza
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.
Transcript of Social Media-Palooza (Part II), by LeapFrog Interactive
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.
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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
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Questions?
