Social Media Week @Markam & Wells
 The Scoop
 Amazon Knows you Better Than Your Spouse: The Future of
Metrics
 Sports a...
The Scoop
200+ Events
Media & Publishing. Lifestyle & Culture. Society & Environment. Business &
Entrepreneurship. Adverti...
The Future
of Metrics
Panel Favorite Examples
Coke
-Benefits to both parties
Affirm
-Phone Number & Birth Date

Coke YouTube is the No. 1 Brand ...
Case Studies: Using Metrics for Predictions
DIVORCE =
POTENTIAL
FUTURE CREDIT
PROBLEMS

Guest ID
Use a CC, coupon,
survey,...
You Have the Data…Now What?
Assumption-based Thinking

Listen to your data.

More heads = Checks and balances.

Look at th...
First Step in Metrics: Tracking Effectively
Effective measurement must align with your set measurable objectives.
- Peter ...
Social Media
& Sports
Natural Convergence
Three Areas that Fit Well into Social Media:
-Behind the scenes. In the locker room, player
celebratio...
Pre-Game
Generate buzz before the game. Create FOMO.
Atlanta Falcons Case Study – Launching Tuesday’s
Microsoft Surface - ...
Live
Twitter
-Crowd engagement
-Bringing together the fan community
-Discover major influencers
-Incorporate sponsors

Mor...
Daily
Excellent ways to:
-Show Personality
-Highlight Special Events

Friendfeed, developed by former Googlers, today is o...
Constant Communication
Your fans are always listening and engaging
-Positive
Mission Control Tour
-Negative

Central Ameri...
Making the Cut:
Cars.com
Nothing Different Than Publishing
Get it right
Clear Consumer Benefit
To the Point
Fast, but Thoughtful
Make it Engaging

...
When Creating Content: Top Tips
Copywriting:
Design Consideration:
Write for both car-seekers and nonCelebrate your
seeker...
Content, SEO
and Social
Write for the Audience…
…not the machines.

• Quality Content > Quantity Content.
• Don’t play tricks.
• Never force conve...
Road to Good SEO
Five Quick Tips >
1. Make sure your page loads within 3
seconds.
2. Produce content and then optimize for...
Door to More –
Lessons from Nissan
Social is a Door to More
Nissan’s Goal with Social Media: Turn Social Users into
Owners and Owners in to Social Users
Why?...
Nissan “Door to More” Video Contest
Vine and Instagram Contest
Situation
Nissan invites Instagram video and Vine users to ...
Vine saw a 403% growth between Q1 and Q3
this year – making it the world’s fastest
growing app.
Social Media Law
Copyright, Intellectual Property, Ownership, etc.

Q.
Your write a blog post or take a picture with your phone. Who owns i...
Copyright, Intellectual Property, Ownership, etc.

Q.
Who has ownership and rights to content after it’s posted to a websi...
Copyright, Intellectual Property, Ownership, etc.

Q.
So, do the social media sites have a right to use the content you po...
Copyright, Intellectual Property, Ownership, etc.

Q.
What about brands? Do brands have the right to use content that is p...
Markham and Wells - Recap of Social Media Week: Chicago
Markham and Wells - Recap of Social Media Week: Chicago
Markham and Wells - Recap of Social Media Week: Chicago
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  • 60,000+Over 4500 unique visitorsGoal – provide the best information, ideas and inspiration to help people achieve more in the digital world, specifically social media
  • Amazon Knows You Better Than Your Spouse; The Future of Metrics-Whats your favorite app and why?-
  • 1: Brands with the Best use of Metrics2: Cutting Edge Today – 3 years from now76, 647, 893 vs. 74, 474,429 likes
  • drive their day-to-day decisionspeople who buy 2 shirts are proven to buy 10 shirts in their lifetimejohn carter bomb: 84 MILLION operation loss
  • Peter Druker – The Practice of Management -1950’s
  • The Importance of Social Media in Sports
  • TJ Lang: 2012 replacement referee debacle
  • FB post that has an image gets 53% more likes, 104% more comments and 84% more click-throughs.
  • organically promote players pages by tagging themTop on Twitter:Ronaldo – over 21 million followers
  • LA Kings – best example of personality – taught opponents, have a personality, trivia and battles to help relate to your fansNFLDraft – Within 2 minutes of each pick they had a page dedicated to the drafted
  • New Jersey Devils - 25 fans take turn monitoring social media conversationsStaffed 6 hours a day during the offseason and as long as 12 hours on game daysRESULTS: Within 6 months of their launch they doubled their FB following - prior to Mission Control they were dead last among NHL teams with FB and Twitter stats. Cleveland Indians – launched in 2011 the Indians created a Social Suite coming off a 97-loss season. 12 seat luxury suite200+ waiting listFC Bayern – announced they signed a new playerHI5 – Acquired in 2010 by Tagged – turned to gaming/entertainment. Adds games at a rate of 2-3 per week.
  • Making the Cut: How Cars.com turns auto journalism into sharable social content
  • Guidelines when turning journalism into Social Media MessagingFast but Thoughtful - ex: minivan came out with the shop vac built in the back.
  • Milestones – anniv.,reward your milestone fansCelebrate Editorial POV – give quotes from editors, short 6-8 worlds. Re-tweet for good practice – if you want to be RT you need to be a REtweetERTips - Become the expert
  • The Importance of Social Media in Sports
  • The Importance of Social Media in Sports
  • Markham and Wells - Recap of Social Media Week: Chicago

    1. 1. Social Media Week @Markam & Wells  The Scoop  Amazon Knows you Better Than Your Spouse: The Future of Metrics  Sports and Social Media  Cars.com | Turning Autojournalism into Social Media Content  Content, SEO and Social  Door to More – Lesson’s from Nissan  Social Media Law Lessons
    2. 2. The Scoop 200+ Events Media & Publishing. Lifestyle & Culture. Society & Environment. Business & Entrepreneurship. Advertising & Marketing. Education & Learning. Politics & Government. Science & Technology. Health & Wellness. Cities Berlin, Bogota, Chicago, London, Los Angeles, Mumbai, San Paulo, Toronto 27% of total US internet time is spend on social networking sites. 15% of total US mobile time is spend on social networking sites.
    3. 3. The Future of Metrics
    4. 4. Panel Favorite Examples Coke -Benefits to both parties Affirm -Phone Number & Birth Date Coke YouTube is the No. 1 Brand on Facebook
    5. 5. Case Studies: Using Metrics for Predictions DIVORCE = POTENTIAL FUTURE CREDIT PROBLEMS Guest ID Use a CC, coupon, survey, mail a refund, call customer service, open an email, visit the website Pregnancy
    6. 6. You Have the Data…Now What? Assumption-based Thinking Listen to your data. More heads = Checks and balances. Look at the whole. 5 Facebook metrics marketers should be measuring: Fans, Organic Reach, Engagement, Storytellers, Click-through
    7. 7. First Step in Metrics: Tracking Effectively Effective measurement must align with your set measurable objectives. - Peter Druker: SMART (Specific, Measurable, Actionable, Realistic, Timed) Specific – Describe your objectives to the results you want. Dig deeper for quantitative. Measurable – You’ll want to use metrics in the campaign review. Achievable – 100% goals Realistic – Ensure you have the resources. People & Tools. Timed – Specific time frames makes your objectives real and tangible. 5 Facebook metrics marketers should be measuring: Fans, Organic Reach, Engagement, Storytellers, Click-through
    8. 8. Social Media & Sports
    9. 9. Natural Convergence Three Areas that Fit Well into Social Media: -Behind the scenes. In the locker room, player celebration, real time access -Opinions on top of facts -Ability to build a brand personality -Player interaction Twitter Stats: Tweets with hashtags get 2X more engagement
    10. 10. Pre-Game Generate buzz before the game. Create FOMO. Atlanta Falcons Case Study – Launching Tuesday’s Microsoft Surface - Falcon's Social Hub Flicker: 87 million users, 8 billion photos *as of March 2013
    11. 11. Live Twitter -Crowd engagement -Bringing together the fan community -Discover major influencers -Incorporate sponsors More than 80% of fans use social media while watching a game. More than 60% use it while attending a game.
    12. 12. Daily Excellent ways to: -Show Personality -Highlight Special Events Friendfeed, developed by former Googlers, today is owned by Facebook. Top users hail from Turkey & Italy.
    13. 13. Constant Communication Your fans are always listening and engaging -Positive Mission Control Tour -Negative Central America’s popular choice for social networking and gaming in-one.
    14. 14. Making the Cut: Cars.com
    15. 15. Nothing Different Than Publishing Get it right Clear Consumer Benefit To the Point Fast, but Thoughtful Make it Engaging Googles +1 is the fastest growing widget.
    16. 16. When Creating Content: Top Tips Copywriting: Design Consideration: Write for both car-seekers and nonCelebrate your seekers Milestones Shoot for a 6th grade reading level Celebrate editorial awards Celebrate editorial POV Share segment tips Highlight high-end YouTube has over 800 million unique visitors each month. photography
    17. 17. Content, SEO and Social
    18. 18. Write for the Audience… …not the machines. • Quality Content > Quantity Content. • Don’t play tricks. • Never force conversation or expertise. • Don’t have an SEO strategy; Have a content strategy that supports SEO. Instagram has over 150 million users on the platform, 16 billion photos shared, and 1 billion likes happening each day.
    19. 19. Road to Good SEO Five Quick Tips > 1. Make sure your page loads within 3 seconds. 2. Produce content and then optimize for SEO. 3. Think of bitly URLs as secondary SEO. 4. Don’t get caught up in social & SEO analytics. 5. Create a human-to-human experience. 68% of the 500+ million users on Google+ are male.
    20. 20. Door to More – Lessons from Nissan
    21. 21. Social is a Door to More Nissan’s Goal with Social Media: Turn Social Users into Owners and Owners in to Social Users Why? Because while Social ROI still seems a bit illusive, COI is obvious and impactful. How do they reach their goal? Produce engaging content Test, test, test Accept that their social media tools are not web shopping tools 75% of Twitter users use hashtags. Nissan’s #Nissan360 was used more than 1,000 soon after campaign launched.
    22. 22. Nissan “Door to More” Video Contest Vine and Instagram Contest Situation Nissan invites Instagram video and Vine users to print, cut out and build a 3D model of the new Versa Note then use that prop to shoot a video about “what you love.” Entries must be shared on Instagram or Twitter (Vine’s parent company) using the hashtag #VersaVid. Three videos will be selected to run in the Versa TV ad and six entrants will receive a $1,000 Amazon.com gift card. Results Nissan received around 150 entries and a high amount of engagement and impressions. Lessons Learned Simple: Make the contest easier. 31% of the Top 100 Brands are using Tumblr to connect with it’s 112+ million users.
    23. 23. Vine saw a 403% growth between Q1 and Q3 this year – making it the world’s fastest growing app.
    24. 24. Social Media Law
    25. 25. Copyright, Intellectual Property, Ownership, etc. Q. Your write a blog post or take a picture with your phone. Who owns it? A. You do. If you create it, you own it, until you say otherwise. From the moment you “fix” your original creative work in a tangible medium, you own copyright in it. There were 30 million Reddit posts in 2012.
    26. 26. Copyright, Intellectual Property, Ownership, etc. Q. Who has ownership and rights to content after it’s posted to a website, Facebook, Twitter, Pinterest, etc.? A. You still do. You’ve made it easier for people to infringe your rights, but you still own it. There are over 74 million users and 2.6 million companies on LinkedIn.
    27. 27. Copyright, Intellectual Property, Ownership, etc. Q. So, do the social media sites have a right to use the content you posted to their sites? A. More than likely, yes. It varies by channel, but when you sign up for these services, you have agreed to give up some of your rights. In Oct. 2012, Digg had 1.5 million visitors. In Oct. 2013, Digg has decreased to less than 350,000 visitors.
    28. 28. Copyright, Intellectual Property, Ownership, etc. Q. What about brands? Do brands have the right to use content that is posted to social media? A. If it falls under fair use, yes. If the owner has granted permission, yes. Otherwise, it is copyright infringement. Pinterest drives more traffic to publishers than Twitter, LinkedIn and Reddit Combined.
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