0
Welcome
October Event

@SMCgreatlakes | #smcglb | /SMCgreatlakes

Sunday, October 20, 13
Venue sponsored by:

bavarianinn.com | /bavarianinnrestaurant | @bavarian_inn

Sunday, October 20, 13
October sponsored by:

frankenmuthriverplace.com | @riverplaceshops
Sunday, October 20, 13
Tonight's Agenda
Get connected with us
Announce our mission
Introduce our team
Hear from tonight's speaker - David Murray
...
Connect With Us
SMCgreatlakes.com (website to come)
powered by: NextMedia 360

facebook.com/SMCgreatlakes
twitter.com/SMCg...
Our Mission
Mission - To educate and enhance the use of
social media, for professional purpose
throughout the Great Lakes ...
Our Team
Jeff DeHaven - President
Will Hard - Vice President
Erin Poltorak - Treasurer
Celeste Ivon - Events
Tyler Heitzma...
Sponsors:

Sunday, October 20, 13
Tonight's Speaker
David Murray
Social Media Manager
Blue Cross Blue Shield
of Michigan
@davemurr
/davemurr

Sunday, Octobe...
Demystifying Social Media for
Your Organization

Sunday, October 20, 13
Sunday, October 20, 13
Sunday, October 20, 13
People  Do  Business  With…

Sunday, October 20, 13
KNOW, LIKE, and TRUST
How will your social media efforts accomplish
these three things?

Sunday, October 20, 13
KNOW =
Allow people to learn who you are,
what you can do for them, what
you stand for and represent.

Sunday, October 20,...
LIKE =
Proud to be a customer and act as
an ambassador or brand advocate
without you asking them to.

Sunday, October 20, ...
TRUST =
Refer you to their network and
recommend your
services/products to someone who
is not a customer.

Sunday, October...
• Communication

• Stories

• Twitter

• Referral Engine

• Tools

• Passion

• Marketing

• Emotion

• Advertising

• Peo...
Sunday, October 20, 13
What Are You
Passionate About?

Sunday, October 20, 13
Listen
What Are You
Passionate About?

Sunday, October 20, 13
Sunday, October 20, 13
Identify Your Content
Bubble

1. Listen
Sunday, October 20, 13
Identify Your Content
Bubble
•Core Subjects

1. Listen
Sunday, October 20, 13
Identify Your Content
Bubble
•Core Subjects
•Related Subjects

1. Listen
Sunday, October 20, 13
Identify Your Content
Bubble
•Core Subjects
•Related Subjects
•Passion Subjects

1. Listen
Sunday, October 20, 13
Identify Your Content
Bubble
•Core Subjects
•Related Subjects
•Passion Subjects
•Shared Subjects

1. Listen

Sunday, Octob...
Publishing
Content

Sunday, October 20, 13
Good
Get People Plugged In

Sunday, October 20, 13
Better
Get People to Participate

Sunday, October 20, 13
Best
Get People to Share

Sunday, October 20, 13
How We Search for Content
Has Flipped

Sunday, October 20, 13
Sunday, October 20, 13
Sunday, October 20, 13
Sunday, October 20, 13
Sunday, October 20, 13
Sunday, October 20, 13
Aim to Be a Helpful
Resource

Sunday, October 20, 13
Sunday, October 20, 13
Your Content Is A Product
of your Brand

Sunday, October 20, 13
The Social Web Is
Referral City

Sunday, October 20, 13
Those Who Communicate, Win

Sunday, October 20, 13
Sunday, October 20, 13
Sunday, October 20, 13
Why Would Anyone Follow Us?

Sunday, October 20, 13
Unique Value for Our
Social Networks

Sunday, October 20, 13
Social Media ROI

Sunday, October 20, 13
Secret Formula:
Social Media ROI = [(tweets – followers) ÷
(comments x average monthly posts)] ÷
(Facebook shares x Facebo...
ROI Is a Financial Term

Sunday, October 20, 13
Finding the ROI of Social
Media Is Dependent On:
1) What You Are Asking
2) What You Are Measuring

Sunday, October 20, 13
Three Big Categories
• Sales
• Cost of Customer Loyalty
• Awareness of Brand or
Product

Sunday, October 20, 13
Other Categories That Can Fit Into the
Those Three Categories
•
•
•
•
•
•
•
•
•
•
•
•

Sunday, October 20, 13

Leads
PR/Ou...
Qualitative and Quantitative

Sunday, October 20, 13
Qualitative: What Can Be Measured
• Cost Savings That Social Media Programs Have
Had On Customer Service and/or Customer
A...
Quantitative: What Should Be Measured
• Cost Savings That Social Media Programs Have Had
On Any of  Your  Company’s  Custo...
Build Data Bridges

Sunday, October 20, 13
Layer Your Marketing Efforts

Sunday, October 20, 13
It’s  About  Behavior.  
Not Impressions.

Sunday, October 20, 13
Get Them to Lean In

Sunday, October 20, 13
The Importance of Images

Sunday, October 20, 13
Think Long Term

Sunday, October 20, 13
Social Works Best
When It Is Integrated

Sunday, October 20, 13
Identify Business Goals

Sunday, October 20, 13
And the
Secret
Content
Formula  Is…

Sunday, October 20, 13
HELP

Sunday, October 20, 13
That’s How You
Stay Top of Mind

Sunday, October 20, 13
Sunday, October 20, 13
Thank you!

David Murray
Manager, Social Media
w :: (313) 225-5688
c :: (313) 348-0814
dmurray@bcbsm.com
Twitter :: http:/...
Channels

Username

AHealthierMichigan.org
MiBluesPerspectives.com

http://www.mibluesperspectives.com/

Facebook :: BCBSM...
SOCIAL MEDIA CLUB
GREAT LAKES BAY

Sunday, October 20, 13
November's Event
Fabiano Brothers, INC.
Bay City
Emily Hotz
Account Executive Education at Google
Social Connections
throu...
Tonight's Giveaway

frankenmuthriverplace.com | @riverplaceshops

Sunday, October 20, 13
Sponsors:

Thank you for attending... See you November 21!

Sunday, October 20, 13
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SMC GLB Oct 2013

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David Murray social media manger at Blue Cross Blue Shield of Michigan.

Presented by: Bavarian Inn Restaurant, NextMedia 360, Zak's Kandy Haus & Frankenmuth's River Place Shops.

Published in: Technology, Business
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Transcript of "SMC GLB Oct 2013"

  1. 1. Welcome October Event @SMCgreatlakes | #smcglb | /SMCgreatlakes Sunday, October 20, 13
  2. 2. Venue sponsored by: bavarianinn.com | /bavarianinnrestaurant | @bavarian_inn Sunday, October 20, 13
  3. 3. October sponsored by: frankenmuthriverplace.com | @riverplaceshops Sunday, October 20, 13
  4. 4. Tonight's Agenda Get connected with us Announce our mission Introduce our team Hear from tonight's speaker - David Murray Q&A with David Reveal November's event Giveaway Sunday, October 20, 13
  5. 5. Connect With Us SMCgreatlakes.com (website to come) powered by: NextMedia 360 facebook.com/SMCgreatlakes twitter.com/SMCgreatlakes | #smcglb By phone: 989.941.6490 Text alerts: SMCGLB to 313131 Sunday, October 20, 13
  6. 6. Our Mission Mission - To educate and enhance the use of social media, for professional purpose throughout the Great Lakes Bay Region. Social Media - Internet based tools for two-way communicating, sharing and discussing information. Sunday, October 20, 13
  7. 7. Our Team Jeff DeHaven - President Will Hard - Vice President Erin Poltorak - Treasurer Celeste Ivon - Events Tyler Heitzman - Events Heidi McIvor - Sponsorship Alisha Beckrow - Sponsorship Derek Dewey - Communications Sunday, October 20, 13
  8. 8. Sponsors: Sunday, October 20, 13
  9. 9. Tonight's Speaker David Murray Social Media Manager Blue Cross Blue Shield of Michigan @davemurr /davemurr Sunday, October 20, 13
  10. 10. Demystifying Social Media for Your Organization Sunday, October 20, 13
  11. 11. Sunday, October 20, 13
  12. 12. Sunday, October 20, 13
  13. 13. People  Do  Business  With… Sunday, October 20, 13
  14. 14. KNOW, LIKE, and TRUST How will your social media efforts accomplish these three things? Sunday, October 20, 13
  15. 15. KNOW = Allow people to learn who you are, what you can do for them, what you stand for and represent. Sunday, October 20, 13
  16. 16. LIKE = Proud to be a customer and act as an ambassador or brand advocate without you asking them to. Sunday, October 20, 13
  17. 17. TRUST = Refer you to their network and recommend your services/products to someone who is not a customer. Sunday, October 20, 13
  18. 18. • Communication • Stories • Twitter • Referral Engine • Tools • Passion • Marketing • Emotion • Advertising • People • Followers/Fans • Relationship Builder Sunday, October 20, 13 • Facebook • Automated
  19. 19. Sunday, October 20, 13
  20. 20. What Are You Passionate About? Sunday, October 20, 13
  21. 21. Listen What Are You Passionate About? Sunday, October 20, 13
  22. 22. Sunday, October 20, 13
  23. 23. Identify Your Content Bubble 1. Listen Sunday, October 20, 13
  24. 24. Identify Your Content Bubble •Core Subjects 1. Listen Sunday, October 20, 13
  25. 25. Identify Your Content Bubble •Core Subjects •Related Subjects 1. Listen Sunday, October 20, 13
  26. 26. Identify Your Content Bubble •Core Subjects •Related Subjects •Passion Subjects 1. Listen Sunday, October 20, 13
  27. 27. Identify Your Content Bubble •Core Subjects •Related Subjects •Passion Subjects •Shared Subjects 1. Listen Sunday, October 20, 13
  28. 28. Publishing Content Sunday, October 20, 13
  29. 29. Good Get People Plugged In Sunday, October 20, 13
  30. 30. Better Get People to Participate Sunday, October 20, 13
  31. 31. Best Get People to Share Sunday, October 20, 13
  32. 32. How We Search for Content Has Flipped Sunday, October 20, 13
  33. 33. Sunday, October 20, 13
  34. 34. Sunday, October 20, 13
  35. 35. Sunday, October 20, 13
  36. 36. Sunday, October 20, 13
  37. 37. Sunday, October 20, 13
  38. 38. Aim to Be a Helpful Resource Sunday, October 20, 13
  39. 39. Sunday, October 20, 13
  40. 40. Your Content Is A Product of your Brand Sunday, October 20, 13
  41. 41. The Social Web Is Referral City Sunday, October 20, 13
  42. 42. Those Who Communicate, Win Sunday, October 20, 13
  43. 43. Sunday, October 20, 13
  44. 44. Sunday, October 20, 13
  45. 45. Why Would Anyone Follow Us? Sunday, October 20, 13
  46. 46. Unique Value for Our Social Networks Sunday, October 20, 13
  47. 47. Social Media ROI Sunday, October 20, 13
  48. 48. Secret Formula: Social Media ROI = [(tweets – followers) ÷ (comments x average monthly posts)] ÷ (Facebook shares x Facebook likes) ÷ (mentions x channels used) x engagement ~ Olivier Blanchard Sunday, October 20, 13
  49. 49. ROI Is a Financial Term Sunday, October 20, 13
  50. 50. Finding the ROI of Social Media Is Dependent On: 1) What You Are Asking 2) What You Are Measuring Sunday, October 20, 13
  51. 51. Three Big Categories • Sales • Cost of Customer Loyalty • Awareness of Brand or Product Sunday, October 20, 13
  52. 52. Other Categories That Can Fit Into the Those Three Categories • • • • • • • • • • • • Sunday, October 20, 13 Leads PR/Outreach Operational Costs or Savings Traffic Engagement Consumer Sentiment SEM Behaviors Sharing of Content Campaign Awareness (NP) Fundraising (NP) And  more…
  53. 53. Qualitative and Quantitative Sunday, October 20, 13
  54. 54. Qualitative: What Can Be Measured • Cost Savings That Social Media Programs Have Had On Customer Service and/or Customer Acquisitions • Brand Awareness • Sales Generated From Social Media Efforts • Customer Loyalty (Retention) to A Brand • Web Traffic (Estimated Value) From Social Networks • New Leads (Estimated Value) From Social Networks • The Numbers – Fans, Followers, Subscribers Sunday, October 20, 13
  55. 55. Quantitative: What Should Be Measured • Cost Savings That Social Media Programs Have Had On Any of  Your  Company’s  Customer  Relations  and   Bottom Line. • Actual Sales Generated From Social Media Efforts • New Leads (Estimated Value) From Social Networks Sunday, October 20, 13
  56. 56. Build Data Bridges Sunday, October 20, 13
  57. 57. Layer Your Marketing Efforts Sunday, October 20, 13
  58. 58. It’s  About  Behavior.   Not Impressions. Sunday, October 20, 13
  59. 59. Get Them to Lean In Sunday, October 20, 13
  60. 60. The Importance of Images Sunday, October 20, 13
  61. 61. Think Long Term Sunday, October 20, 13
  62. 62. Social Works Best When It Is Integrated Sunday, October 20, 13
  63. 63. Identify Business Goals Sunday, October 20, 13
  64. 64. And the Secret Content Formula  Is… Sunday, October 20, 13
  65. 65. HELP Sunday, October 20, 13
  66. 66. That’s How You Stay Top of Mind Sunday, October 20, 13
  67. 67. Sunday, October 20, 13
  68. 68. Thank you! David Murray Manager, Social Media w :: (313) 225-5688 c :: (313) 348-0814 dmurray@bcbsm.com Twitter :: http://twitter.com/davemurr Linkedin :: http://www.linkedin.com/in/davemurr Sunday, October 20, 13
  69. 69. Channels Username AHealthierMichigan.org MiBluesPerspectives.com http://www.mibluesperspectives.com/ Facebook :: BCBSM https://www.facebook.com/BCBSM Facebook :: AHM https://www.facebook.com/HealthierMI Facebook :: BCN https://www.facebook.com/mibcn Twitter :: BCBSM https://twitter.com/bcbsm Twitter :: AHM https://twitter.com/healthiermi YouTube :: BCBSM http://www.youtube.com/user/bcbsmnews YouTube :: AHM http://www.youtube.com/user/AHealthierMichigan Google + BCBSM https://plus.google.com/+bcbsm/posts Google+ AHM https://plus.google.com/102396592739530451846/posts Instagram http://instagram.com/healthiermi Pinterest http://www.pinterest.com/ahealthiermi/ SlideShare http://www.slideshare.net/BCBSMichigan SoundCloud https://soundcloud.com/bcbsmnews StumbleUpon http://www.stumbleupon.com/stumbler/HealthierMi/likes Storify Sunday, October 20, 13 http://www.ahealthiermichigan.org/ http://storify.com/BCBSM
  70. 70. SOCIAL MEDIA CLUB GREAT LAKES BAY Sunday, October 20, 13
  71. 71. November's Event Fabiano Brothers, INC. Bay City Emily Hotz Account Executive Education at Google Social Connections through Technology $5 per person November 21 @ 3:30 pm SIGN UP TONIGHT! Sunday, October 20, 13
  72. 72. Tonight's Giveaway frankenmuthriverplace.com | @riverplaceshops Sunday, October 20, 13
  73. 73. Sponsors: Thank you for attending... See you November 21! Sunday, October 20, 13
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