PART IWho is Axcept Media?

PART II

How to Use Social Media Effectively

Who is Axcept Media?

Axcept Media is an interactive marketing and communications company.  We use a combination of video, audio, design and programming to engage and educate target audiences and motivate them to take action.

We specialize in:

Health Care

Financial Services

Employee Benefits

Clients

Just a few of our satisfied clients:

Awards

Introducing the 3M Consumer Directed Plan with HSA Client: 3M Awards: 2009 Horizon Interactive Best of Category

Setting a Course for Retirement SuccessClient: Merrill Lynch Awards: 2009 Horizon Interactive Gold Award

Take Charge of Your 2009 Navistar BenefitsClient: NavistarAwards: 2009 Horizon Interactive Gold Award

Working with Beryllium Client: Brush Wellman Awards: 2008 Horizon Interactive Gold Award

Total Rewards Client: Verizon Business Awards: 2008 Horizon Interactive Gold Award

A Game Plan for Your Future Client: Sun Trust Bank Awards: 2008 Horizon Interactive Bronze Award

Your Kroger Benefits Client: KrogerAwards: 2008 Eddy Awards

What We Do• We present your message in dynamic multimedia and

deliver it via interactive websites, on-line components, Social Media Devices, CD-ROMs and DVDs; formats which allow for interactivity and provide ENGAGEMENT so your audience will TAKE ACTION.

• Our interactive new media is typically placed within marketing and communication campaigns. Our work could be part, some or all of the campaign. It leverages social media, mobile technologies and on-line resources to provide participants, employers, consumers and users an interactive and non-linear experience.

 Typical Project

Flash Trailer(lower cost)

Interactive/Video Presentations

(mid cost)

Custom Programming/Gaming Presentations

(higher cost)

Axcept Media Experience

• Open Enrollment (Comprehensive/ Total Rewards)

• Consumer Directed Health Care (CDHC)—HSAs, HRAs, FSAs

• Health Plan Options & Changes

• Health Risk Assessments and other assessments

• Financial Retirement/Investing & Changes: 401(k), Pension

• Target Date Fund investing (Aggressive vs. Conservative)

• Employee Wellness Programs

• Product, Service, Device demos

• Audience Segmentation (ex. Union and Non-Union)

• Compensation

• Organizational Change

• Design/Usability/Interactive Optimization of existing Portals

The Process

• Initial Conversations/Estimating

• Engagement Agreements/Master Services Agreements

• Project Schedule Development

• Conceptualization/ Creative Kick-off

• Scripting, Multimedia Formatting and Storyboarding

• Pre-Production: Video, Talent (Camera, VO)

• 4 Phases of Review and Testing

• Completion and Project Hand Off

How is Success Measured

• Increased Enrollment

• Increased Participation

• Increased time on Benefits

media/communication by employees

 • Increase in contributions (Employees: 401(k), HSAs, etc)

• Reduction of follow-up meetings/Call Center bottle necks

• ‘Green Communications’: Big savings on printing, shipping

and fulfillment.

• Web Metrics

• Mobile and On-line Metrics

• Social Media Metrics

 

• Creative Conceptualization  • Web Design 

• Interactive/New Media Consultation 

• Mobile App Design and Programming 

• Back‐End Administration  • Social Media Integration  

• Storyboarding  • Web Programming 

• Multi‐media Script Writing/Formatting   

• Creative Direction  • Video Production 

• Design  • Video Post Production  • Motion Graphics

• Illustration  • Voice‐over production 

• Programming  • VO & on‐screen Talent Coordination 

• Flash animation  • 3D Design 

• Flash programming  • 3D Rendering 

• Project Management  • Account Management  

Axcept Media Services

Samples

Social Media

Facts About Social Media

•  33% of our media consumption is via the web (Pew

Research)

• 50% of website usage will be Social Media related

(Forrester)

• Social Media now surpasses email in global reach (Nielsen)

• 84% of companies are NOT measuring ROI of social media

(Mzinga and Babson)

• 41% of companies don’t even know if their social media CAN

be measured (Mzinga Babson)

Engagement Triangle

Watching

Sharing

Commenting

Producing

Curating

Why?

Top Reasons your clients should be using Social Media

1.They are already using it.-Employees are discussing brand, benefits and more already-If a company sets a strategy and implements correctly it can shape outcomes

 2. Proportional benefit

-#1 influencer is word of mouth-Messages can be carried a long way by going viral -To get started it does NOT have to cost anything!

 3. Growth

-91% of Fortune 500 use social media (UMASS Dartmouth ’09)-18% of the top 100 Brands saw rise in revenue because of social media (Altimeter / Wet Paint ’09)

Why?

Top Reasons your clients should be using Social Media (cont.) 4. Overall Corporate Marketing

-Brand-Community Relations-Recruiting/On-boarding-Investor Relations-Crisis / Corporate Communications (Think Toyota!)

5. It works!

-The more channels a company uses the more successful it is (Altimeter / Wet Paint ’09)

-The more ENGAGEMENT a company provides the more successful it is (Altimeter/ Wet Paint ’09)

How is it Being Used?(participants could list more than one-Mzinga Babson, 9/8/09)

• 57% Marketing

• 39% Internal Collaboration and Learning

• 29% Customer Service and Support

• 26% Sales

• 21% Human Resources

• 16% Product Development

Pitfalls When ImplementingSocial Media

 1. The GMOOT Syndrome! (Get Me One Of Those!) -Making a knee jerk reaction because clients see everyone else using it -Not understanding the audience and what they’ll respond to -Just need it for ‘X’! Can this really be a ‘stand alone’ campaign/endeavor?

2. Lack of Strategies and Measurement -Define key audiences -Define key measurable objectives -How/Where will this be implemented? (What social media channels?) -How/Who will track this? -How will ROL ultimately be measured?

3. Lack of Content-Remember: Content is King, it should NOT be an afterthought-Content requires planning-How will content be delivered? Copy, Audio, Video, Interactive and

Combo?-MAKE the content ENGAGING! This is accelerant to the whole

process. Make it count when you hit the gas!

4. Failure to Engage-‘Interacting and listening’ vs. ‘shouting’-Use New Media: Video/Audio/Animation and Interactivity -Make it easy for the participant to understand and navigate to the

next action point. -Avoid Text heavy sites, talking head video clips, boring linear PowerPoint or Meeting Leading presentations-Provide as much customization & configuration as possible. Make

it a unique and personal experience.-Identify responders and outline their duties

5. Limited Reach-Social media only works with a defined and LARGE audience-Understand what network you are targeting or creating-Without Reach there is no ROI

 

Pitfalls When ImplementingSocial Media

Consider Measurements

• Tweets and ReTweets

• @company direct messages

• Facebook Fans

• Followers/Connections (Twitter and LinkedIn)

• Ratio: Following to Followers

• Mentions

• Shared Pages

• Content Uploads

• Posts

• Number of Comments

Engagement Measurements

• Site Visits

• Unique Visitors

• Time on site/time within interactive presentation

• Completion of interactive incentives (Quizzes, Games,

Non-Linear presentations)

• Clicking to secondary sites, etc

• Registrations

• Enrollment

Questions to Ask

• Who is the Audience?• What are the Objectives?• What are the metrics for measuring ultimate success? (Increase Enrollment by X%, reduction of follow-up calls, reduce meeting leader presentations, reduce printing/shipping/fulfillment costs, etc)• Who is leading the team and who is on the team?• What do they want you to do?• What resources does the team have to work with?• Who are the key influencers & who’s on board for this endeavor? • What Social Media channels will be used?• What Social Media channels will need to be created?•What type of media will be used to communicate: Video, Audio, Print, Interactive, Combos?• What will the content consist of?•What will the duties of the team be and how will they interact with the audience on an ongoing basis?• How will this be communicated/marketed to the targeted audience?• What kinds of tools will be used for tracking, monitoring and/or reporting?• What is ultimately the methodology for understanding ROI?

Contact Us

AXCEPT MEDIA, LLC411 Washington Avenue NorthSuite 208Minneapolis, MN 55401

Korey Erb, CEOPhone: 612-279-1311Email: korey@axceptmedia.com

Nathan Holm, Vice President of Client ServicesPhone: 612-279-1313Email: nathan@axceptmedia.com

McKaela Grasmick, Director of Sales & MarketingPhone: 612-279-1316Email: mckaela@axceptmedia.com