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Cloudforce Sydney 2012 - Creating a Social Media Strategy for business - masterclass
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Cloudforce Sydney 2012 - Creating a Social Media Strategy for business - masterclass

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Brian Giesen (Head of Social@Ogilvy) presents on 5 Key Ingredients to creating a Social Media Strategy for Business. …

Brian Giesen (Head of Social@Ogilvy) presents on 5 Key Ingredients to creating a Social Media Strategy for Business.

This was presented during a Masterclass Session held in

the Social Media Lounge at Cloudforce Sydney 2012

(http://www.salesforce.com/au/cloudforce/ ).
For more info about the Social Media Lounge --> http://blogs.salesforce.com/au/2012/06/road-to-cloudforce-get-social.html

Published in Technology , Business
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Transcript

  • 1. Five Key Ingredients to Creatinga Social Media StrategyCloudforceBrian Giesen, Head of Social@Ogilvy@bdgiesen
  • 2. Social@Ogilvy Australia“ An agency that gets social influence marketing “ “ Ogilvys digital specialist Brian Giesen outlined I truly am impressed with the way you have approached me and ” the best strategies for the Blogger Outreach getting business results on Code of Ethics. ”Martin Walsh, Former IBM social networking siteAustralia Digital MarketingDirector Twitter. ” Karen Cheng, Mum Blogger 2
  • 3. OPPORTUNITY 1:Identify theInsights thatMatter
  • 4. Coca Cola AustraliaConversation Map 4
  • 5. The HumpdayPhenomenon Wednesday Wednesday Wednesday Wednesday 5
  • 6. The Hump DayPhenomenon 6
  • 7. OPPORTUNITY 2:When There’s aProblem, Fix It
  • 8. Opportunity:improve customer service 8
  • 9. Opportunity:improve customerservice • 1,000+ responses • 98% increase in web site traffic • 24% increase in positive sentiment 9
  • 10. OPPORTUNITY 3:Embrace Don’tIgnore TheDetractors
  • 11. • Four Weeks• Moderated Comments• Invited Detractors to Participate 11
  • 12. • Inspired a New Blogger! 12
  • 13. OPPORTUNITY 4:Pilot Test NewPlatforms (IfYour Audienceis There)
  • 14. What is Pinterest? Virtual “Pin Board” • Organise and share photo and video content from the Web • Browse “boards” from other people and engage (like, share, comment) • Follow people, brands and other government organisations 14
  • 15. RULE #5:Think Beyonda SingleCampaign.
  • 16. Where is Ford Today 17
  • 17. Integrated SocialPlanning FrameworkListen Plan Activate Amplify Manage Engagement Advertising Influencer Social & Management Search Insight Content Content Activation Social Experience Syndication Measurement Performance Benchmarks Community Measurement Management Digital Media Relations Optimization 18
  • 18. Thank You!Brian GiesenHead of Social@OgilvyOgilvy Australiao 02 8281 3853e brian.giesen@ogilvy.com.aut @bdgiesen 19