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

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.

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  • 1. Welcome October Event @SMCgreatlakes | #smcglb | /SMCgreatlakes Sunday, October 20, 13
  • 2. Venue sponsored by: bavarianinn.com | /bavarianinnrestaurant | @bavarian_inn Sunday, October 20, 13
  • 3. October sponsored by: frankenmuthriverplace.com | @riverplaceshops Sunday, October 20, 13
  • 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. 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. 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. 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. Sponsors: Sunday, October 20, 13
  • 9. Tonight's Speaker David Murray Social Media Manager Blue Cross Blue Shield of Michigan @davemurr /davemurr Sunday, October 20, 13
  • 10. Demystifying Social Media for Your Organization Sunday, October 20, 13
  • 11. Sunday, October 20, 13
  • 12. Sunday, October 20, 13
  • 13. People  Do  Business  With… Sunday, October 20, 13
  • 14. KNOW, LIKE, and TRUST How will your social media efforts accomplish these three things? Sunday, October 20, 13
  • 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. LIKE = Proud to be a customer and act as an ambassador or brand advocate without you asking them to. Sunday, October 20, 13
  • 17. TRUST = Refer you to their network and recommend your services/products to someone who is not a customer. Sunday, October 20, 13
  • 18. • Communication • Stories • Twitter • Referral Engine • Tools • Passion • Marketing • Emotion • Advertising • People • Followers/Fans • Relationship Builder Sunday, October 20, 13 • Facebook • Automated
  • 19. Sunday, October 20, 13
  • 20. What Are You Passionate About? Sunday, October 20, 13
  • 21. Listen What Are You Passionate About? Sunday, October 20, 13
  • 22. Sunday, October 20, 13
  • 23. Identify Your Content Bubble 1. Listen Sunday, October 20, 13
  • 24. Identify Your Content Bubble •Core Subjects 1. Listen Sunday, October 20, 13
  • 25. Identify Your Content Bubble •Core Subjects •Related Subjects 1. Listen Sunday, October 20, 13
  • 26. Identify Your Content Bubble •Core Subjects •Related Subjects •Passion Subjects 1. Listen Sunday, October 20, 13
  • 27. Identify Your Content Bubble •Core Subjects •Related Subjects •Passion Subjects •Shared Subjects 1. Listen Sunday, October 20, 13
  • 28. Publishing Content Sunday, October 20, 13
  • 29. Good Get People Plugged In Sunday, October 20, 13
  • 30. Better Get People to Participate Sunday, October 20, 13
  • 31. Best Get People to Share Sunday, October 20, 13
  • 32. How We Search for Content Has Flipped Sunday, October 20, 13
  • 33. Sunday, October 20, 13
  • 34. Sunday, October 20, 13
  • 35. Sunday, October 20, 13
  • 36. Sunday, October 20, 13
  • 37. Sunday, October 20, 13
  • 38. Aim to Be a Helpful Resource Sunday, October 20, 13
  • 39. Sunday, October 20, 13
  • 40. Your Content Is A Product of your Brand Sunday, October 20, 13
  • 41. The Social Web Is Referral City Sunday, October 20, 13
  • 42. Those Who Communicate, Win Sunday, October 20, 13
  • 43. Sunday, October 20, 13
  • 44. Sunday, October 20, 13
  • 45. Why Would Anyone Follow Us? Sunday, October 20, 13
  • 46. Unique Value for Our Social Networks Sunday, October 20, 13
  • 47. Social Media ROI Sunday, October 20, 13
  • 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. ROI Is a Financial Term Sunday, October 20, 13
  • 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. Three Big Categories • Sales • Cost of Customer Loyalty • Awareness of Brand or Product Sunday, October 20, 13
  • 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. Qualitative and Quantitative Sunday, October 20, 13
  • 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. 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. Build Data Bridges Sunday, October 20, 13
  • 57. Layer Your Marketing Efforts Sunday, October 20, 13
  • 58. It’s  About  Behavior.   Not Impressions. Sunday, October 20, 13
  • 59. Get Them to Lean In Sunday, October 20, 13
  • 60. The Importance of Images Sunday, October 20, 13
  • 61. Think Long Term Sunday, October 20, 13
  • 62. Social Works Best When It Is Integrated Sunday, October 20, 13
  • 63. Identify Business Goals Sunday, October 20, 13
  • 64. And the Secret Content Formula  Is… Sunday, October 20, 13
  • 65. HELP Sunday, October 20, 13
  • 66. That’s How You Stay Top of Mind Sunday, October 20, 13
  • 67. Sunday, October 20, 13
  • 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. 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. SOCIAL MEDIA CLUB GREAT LAKES BAY Sunday, October 20, 13
  • 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. Tonight's Giveaway frankenmuthriverplace.com | @riverplaceshops Sunday, October 20, 13
  • 73. Sponsors: Thank you for attending... See you November 21! Sunday, October 20, 13