EditMe Webinar: Engaging Your Customers Across The Social Web, with Aaron Strout
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EditMe Webinar: Engaging Your Customers Across The Social Web, with Aaron Strout

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Any time you use a software application outside of its intended use, you’re going to feel some pain. Every tool has a purpose, and Aaron Strout has in-depth experience with all the social media ...

Any time you use a software application outside of its intended use, you’re going to feel some pain. Every tool has a purpose, and Aaron Strout has in-depth experience with all the social media technologies and tools you know about - and some you don't. Join us for a Best Practices discussion with Aaron, CMO of Powered, Inc. and learn how to utilize free social media tools to drive awareness of your online brand, and 'stickiness' within your online community.

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  • Hello and welcome to Engaging Your Customers Across the Social Web, a presentation by Aaron Strout, the CMO of Powered, one of the best social media agencies in the country. Today Aaron will lead us in a best practices discussion of social media tools and how to use them to create an engaged community of customers around your brand. Aaron will also discuss real world case studies with some top brands using social media today.
  • A couple of quick housekeeping notes. Talk to us using GoToWebinar. Aaron has prepared his thoughts on best practices for using social media tools to engage customers, but this is designed to be a fully interactive session. Use GoToWebinar "Questions" to ask a question at any time.
  • Before I turn it over to Aaron, just a 1 minute overview of EditMe. I promise this is the one and only advertisement you'll see on EditMe here today.
  • But really we've come here today to learn from Mr. Strout, one of the top social media experts in the land. Lots of people claim to have expertise, but we're fortunate today to have someone who really does walk the walk, not just talk the talk
  • And with that, I'll switch screens and turn the presentation over to Aaron Strout

Transcript

  • 1.  
  • 2. Using GoToWebinar
    • This is an Interactive Webinar
    • Please ask us questions – here’s how:
    “ Raise your Hand” to interrupt us at any time Talk to us by typing into the questions box
  • 3. What is EditMe?
    • Easiest way to create collaborative websites
    • Use EditMe for online communities, private intranets, project team sites, membership groups
    • Share documents, images, and write text. Turn information into best practices.
  • 4. About Aaron Strout
    • CMO, Powered, Inc.
    • Twitter.com/aaronstrout
    • www.Powered.com
    • Speaker Credits Include: SXSW, DMA, AMA, Social Media Club
    • Citizen Marketer 2.1
    • Big Papelbon
    • Quick N Dirty Podcast
    • Serious Boston Sports Fan
  • 5. Take it away Aaron!
  • 6. A Little Bit About Where I Work
    • Established in 1999
    • Headquartered in Austin, TX with offices in New York, NY and Portland, OR
    • Expertise:
      • Strategy
      • Earned media
      • Social network engagement
      • Mobile
      • Branded online communities
    • Supporting 60+ global brands with their social media initiatives
    • Connecting millions of consumers daily with their favorite brands
    Powered is a full-service social media agency with scale helping brands and their agencies fully capitalize on the benefits of their social initiatives
  • 7. We’ve Learned a Thing Along the Way…
  • 8. Engaging Your Customers Across the Social Web
    • Strategy
  • 9. Be Careful of Being too “Tools” focused
    • Most companies’ social media efforts these days are merely tactics in search of a strategy.
    • - Greg Verdino, Author of Micromarketing
  • 10. Engaging Your Customers Across the Social Web
    • The Two Killer Apps
  • 11. Content expertise Inspiration Connections Learning Engagement Revenue advocacy Loyalty Insight Opt-in
  • 12. Conversation expertise Inspiration Connections Learning Engagement Revenue advocacy Loyalty Insight Opt-in
  • 13. Engaging Your Customers Across the Social Web
    • Context
  • 14. Understanding the Landscape Who You Know What You Know
  • 15. Understanding the Landscape Who You Know What You Know
  • 16. Understanding the Landscape Who You Know What You Know
  • 17. Engaging Your Customers Across the Social Web
    • Executional Exellence
  • 18. GOAL: Increase sales of Saucony Originals by supporting creative indie offices and cultural events “ I love that Saucony Originals introduced our office team to obscure sports, it wasn’t the same old softball night. Kube and Field Crumpets and beer. What could be better.” –Saucony Originals Office Team Member Saucony: Offline, Meet Online
  • 19. Southwest Airlines: Bags Fly Free FB App
    • Dramatic Fan Growth
    • SWA grew from 100,000 to 750,000 fans in under three weeks
    • Customer List Acquisition
    • Over 50% opted-in to get SWA’s email newsletter
    • Turn-key Contest
    • Included rapid Design, Development, Launch & Management
    • Coordinated closely with Facebook for media & program execution
  • 20.
    • Goal:
    • Audience acquisition & opt-in to Atkins database
    • Engagement to drive product consideration
    • Brand loyalty & retention
    • Solution :
    • Community where visitors access advice, tools, resources & support from other members
    • Opportunity to rate/review Atkins products, chart progress & interact with a licensed nutritionist
    • Impact : 
    • Explosive growth in registrations since ‘08 launch
    • Registrations for the first year of the community increased by over 400%
    • Provides a way for Atkins to stay in touch with it’s hundreds of thousands of members
    Atkins community Custom interactive tools Atkins Community
  • 21.
    • Start with strategy
    • Remember the two killer apps : content and conversation
    • Be mindful of context (who vs. what)
    • Focus on executional excellence
    Key Take Aways
  • 22. Questions?
    • Aaron Strout - CMO, Powered
      • [email_address]
      • @aaronstrout
      • blog.stroutmeister.com
      • powered.com/blog
      • 512.682.3262
  • 23. Ask Questions! http://twitter.com/AaronStrout http://twitter.com/PoweredInc http://twitter.com/msmamet http://twitter.com/EditMe Next Webinar: Get off your ass and do it - a roadmap for making the leap to a Micropreneur model with Mike Taber Register at: http://bit.ly/Taber