Getting the most out of social media

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This presentation was given to the members of the Metropolitan Milwaukee Association of Commerce (MMAC) and Fuel Milwaukee. The discussion was geared toward helping attendees gain valuable insights …

This presentation was given to the members of the Metropolitan Milwaukee Association of Commerce (MMAC) and Fuel Milwaukee. The discussion was geared toward helping attendees gain valuable insights about leveraging social media for business and their personal brand. It includes several real world case studies that show business results and ROI.

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  • 1. Making the Most of Social Media 1
  • 2. SOCIAL MEDIA | OVERVIEW | The business case for social media What’s the big deal? How to get started - or kick it up a notch 2
  • 3. SOCIAL MEDIA | WHY? What’s the big deal? | WHAT IS THE BIG DEAL WITH SOCIAL MEDIA? 3
  • 4. SOCIAL MEDIA | WHY? What’s the big deal? | 1. Immensely measurable. 4
  • 5. SOCIAL MEDIA | PROOF | THE PROGRAM | THE RESULT | ‣Increase  in  average  daily  unique  website  visitors  =  639%  increase ‣Increase  in  average  :me  spent  on  site  =  312%  increase  (3:26  minutes) ‣Average  pages  per  visit  =  3.5  (up  180%  from  1.25) ‣46%  reduc:on  in  website  bounce  rate ‣Unprecedented  increase  in  new  business  leads  and  RFPs 5
  • 6. BUSINESS CASE | MEASURABLE: CAUSE - EFFECT | Before Social Media After Social Media 6
  • 7. SOCIAL MEDIA | WHY? What’s the big deal? | 2. Flexible + Customizable. 7
  • 8. BUSINESS CASE | CROSS-FUNCTIONAL APPLICATIONS | 8
  • 9. SOCIAL MEDIA | WHY? What’s the big deal? | 3. Your business can grow by leveraging social media. Keep  it  simple: ‣ Be  strategic. ‣ Give  your  customers  what  they  need... ‣ In  the  form  they  want  it. 9
  • 10. BUSINESS CASE | DIRECT RETURN ON INVESTMENT | Significant  increase  in  qualified  client  prospects More  new  business  mee-ngs 10
  • 11. SOCIAL MEDIA | WHY? What’s the big deal? | 4. Businesses can share stories directly with their customers 11
  • 12. SOCIAL MEDIA | PROOF | THE PROGRAM | THE RESULT | ‣ 27,910  impressions  via  TwiRer  in  a  24-­‐hour  period ‣ Produced  4  videos  and  pushed  them  out  via  social  media ‣ Over  150  video  views ‣ Fox6  evening  anchor  Brad  Hicks  visited  Kil@wat  on  Thursday,  May  20th  to  try  the   burger  and  interview  Chef  David ‣ The  Kil@wat  burger  was  featured  as  one  of  the  Top-­‐6  “Best  Burgers  in  Milwaukee”  on   Tuesday,  May  25th  at  9:00  p.m. 12
  • 13. Watch  all  #Fox6BurgerRecount  videos  here:  hRp://vimeo.com/interconmke/videos 13
  • 14. SOCIAL MEDIA | WHY? What’s the big deal? | 5. Establish deeper connections with your customers. ‣ Increases  loyalty   ‣ Deepens  understanding   ‣ Builds  an  army  of  brand  ambassadors.   14
  • 15. SOCIAL MEDIA | WHY? What’s the big deal? | 15
  • 16. SOCIAL MEDIA | WHY? What’s the big deal? | 6. Customers are definitely online. 16
  • 17. BUSINESS CASE | SEARCH ENGINES DRIVE ACCESS TO YOUR BUSINESS | n 2.7 billio = Google of u mber PER DAY. The n rches sea Cow. Holy 17
  • 18. BUSINESS CASE | ATTENTION SPAN IS SHORT | ! YIKES d only rea ea ders line r 0% . *On 2 n the screen so e word of th *source:  Nielsen  Norman  Group n=  45,000+  page  views 18
  • 19. BUSINESS CASE | IT’S NOISY ONLINE | OW? O U KN DID Y utes to ib a contr proves l medi and im Socia ur SEO bility. yo finda 19
  • 20. A MEDI YOU YOUR | CUSTOMERS | AL SOCI T HELPS AND EN TH CONT NECT WI OTH CON NFORM B THE I PS AT . GROU ME TIME SA  Ac-ve    Ac-ve   Social  Media   Internet Users  Users 20
  • 21. SOCIAL MEDIA | WHERE TO BEGIN? | SHOW ME SOME HARD NUMBERS THAT WILL MATTER TO MY BUSINESS. 21
  • 22. SOCIAL MEDIA | RESEARCH | 2010  Social  Media  Marke-ng  Industry  Report 1898  par-cipants 22
  • 23. SOCIAL MEDIA | REPORTED BENEFITS | source:  2010  Social  Media  Marke:ng  Industry  Report SocialMediaExaminer.com   23
  • 24. SOCIAL MEDIA | TIME COMMITMENT | source:  2010  Social  Media  Marke:ng  Industry  Report SocialMediaExaminer.com   24
  • 25. SOCIAL MEDIA | USAGE BY PLATFORM | source:  2010  Social  Media  Marke:ng  Industry  Report SocialMediaExaminer.com   25
  • 26. SOCIAL MEDIA | B2B vs. B2C | source:  2010  Social  Media  Marke:ng  Industry  Report SocialMediaExaminer.com   26
  • 27. SOCIAL MEDIA | SEARCH ENGINE RESULTS | source:  2010  Social  Media  Marke:ng  Industry  Report SocialMediaExaminer.com   27
  • 28. SOCIAL MEDIA | HELPED CLOSE BUSINESS | source:  2010  Social  Media  Marke:ng  Industry  Report SocialMediaExaminer.com   28
  • 29. SOCIAL MEDIA | REDUCED OVERALL MARKETING EXPENSES | source:  2010  Social  Media  Marke:ng  Industry  Report SocialMediaExaminer.com   29
  • 30. SOCIAL MEDIA | WHY IT WORKS | 5% Content  drives  interac:on,  but   8% 40% not  sole  success  factor. Key  factor:  presence  of  “similar   others.” 19% Outside  business  comfort  zone. 28% source:  Alterian  Brands  At  Risk  Report 30
  • 31. SOCIAL MEDIA | GETTING STARTED | HOW SHOULD MY COMPANY GET STARTED? 31
  • 32. SOCIAL MEDIA | PROCESS | Social  Media PLAN + RESEARCH SET UP + LISTEN EXECUTION MONITORING ‣ Competitive Analysis ‣ Platform Set up ‣ Content Production ‣ Tracking/measurement ‣ SWOT Analysis ‣ Listen/Observe ‣ Storytelling ‣ Listening ‣ Objectives ‣ Channel Integration ‣ Ongoing Execution of ‣ Plan Review ‣ Strategies ‣ Content + Video social media map ‣ Plan Adjustments ‣ Brainstorming Planning ‣ Participation and ‣ Trend Evaluation ‣ Tactics ‣ Social Media Training Engagement ‣ Begin weekly/monthly ‣ Social media mapping ‣ Website + Blog ‣ Development of Custom reporting and meetings ‣ Finalize results metrics Integration Elements ‣ Community building ‣ Tactic Testing ‣ Tracking process 32
  • 33. SOCIAL MEDIA | PLATFORM STRATEGY | ES EDI A SIT HE AL M RT OF T HE SOCI A PA T T ARE RNEY, NO JOU NAT ION. D ESTI BRAND / BLOG 33
  • 34. CONTENT PROGRESSION - EXAMPLE GETTING TO KNOW YOUR COMPANY Products Promotions Your Community + and People Involvement Main Attributes Sales CUSTOMER-SEGMENT FOCUSED Products and Content for Information The inside Social Media- a specific about how your stories about based Contests, segment product/service your business etc. will impact them 34
  • 35. SOCIAL MEDIA | GETTING STARTED | IS YOUR COMPANY READY? 35
  • 36. SOCIAL MEDIA | PROCESSES | INTERNAL BUY-IN? • Is management team on board? • Approvals for real time responses? • Openness of information? • Ready to adjust/fix problems that become evident? 36
  • 37. SOCIAL MEDIA | CONSIDERATIONS | COMMUNICATIONS POLICY. • Do you have one today? • Does it clarify employee behaviors/consequences? • Update it for social media. • Employees are already using social media. How can you get them to use it in a way that benefits the company, rather than hurting it? 37
  • 38. SOCIAL MEDIA | CONSIDERATIONS | CLEARLY DEFINED BRAND GOALS. • It is widely understood by all involved? • Voice/personality of the company- is it clear? • Clarifying this will enable all to represent consistently. 38
  • 39. SOCIAL MEDIA | CONSIDERATIONS | STAFF / RESOURCES AVAIL ABLE. • Do you have the required staff/resources to dedicate to it? • Have they been allocated the time/goals to do it well? • Have they been trained adequately? 39
  • 40. SOCIAL MEDIA | CONSIDERATIONS | CONTENT AVAILABILITY / MEDIA ASSETS. • Company stories • Images, video, animations, audio, etc. • It is usable? • Is it accessible? • Does it support your goals? 40
  • 41. SOCIAL MEDIA | CONSIDERATIONS | TECHNICAL INFRASTRUCTURE. • Who updates Web site content? • Are servers big enough for new applications? • Will firewalls disable access to important sites/content? • Do you have adequate securities in place? 41
  • 42. SOCIAL MEDIA | CONSIDERATIONS | INDUSTRY REGULATIONS / LEGAL IMPLICATIONS. • Industry heavily regulated? • Approval processes • Do differently? • Does not have to impede, but will impact your efforts marketing + public relations evolved 42
  • 43. QUESTIONS? | ? 43
  • 44. *all enclosed content confidential + copyright ©2007-2010 comet branding Al  Krueger Sara  Meaney al@cometbranding.com sara@cometbranding.com @alkrueger @sarameaney 414-­‐672-­‐8777 414-­‐672-­‐8777 a milwaukee-based marketing, pr and social media agency 44