bobbyisaacson

@

#APNAsocial

@BOBBYISAACSON
In The Nanny Game Since…

1986

@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
We‟re #33!!!

@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
240 Million

@BOBBYISAACSON
99.26%

@BOBBYISAACSON
238 Million

@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
We‟re… Nowhere to be found…

@BOBBYISAACSON
314 Million

@BOBBYISAACSON
91% of all U.S. citizens have
their mobile device within reach
24/7
@BOBBYISAACSON
285 Million

@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
1.1 Billion

@BOBBYISAACSON
78%

@BOBBYISAACSON
780+ Million

@BOBBYISAACSON
Who‟s on Facebook?
• 230 Million 18-24 year-olds
• 260 Million 25-35 year-olds
• 330 Million 35-54 year-olds

@BOBBYISAACS...
@BOBBYISAACSON
554 Million

@BOBBYISAACSON
1,400

@BOBBYISAACSON
Most of the cool kids are doing it…

@BOBBYISAACSON
But not everyone…

@BOBBYISAACSON
Not a Fortune 500 Brand?

@BOBBYISAACSON
Why should you care?

@BOBBYISAACSON
Video Link: http://www.youtube.com/watch?v=QUCfFcchw1w

@BOBBYISAACSON
TRUST!

@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
“Trust
me with
your
child!

@BOBBYISAACSON
@BOBBYISAACSON
1,700

@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
Nanny

Friend

Mommy

@BOBBYISAACSON
@BOBBYISAACSON
Peet‟s Coffee –
Give A Cup
•

105,000 Social Actions

•

3M Impressions

- Spread awareness about the
launch of Peet‟s Sin...
@BOBBYISAACSON
@BOBBYISAACSON
%
92

of consumers worldwide
TRUST recommendations
from friends and family
more than any form of
advertising
-Nielsen, 201...
Video Link: http://vimeo.com/67257576

@BOBBYISAACSON
But how do I get people talking?

@BOBBYISAACSON
@BOBBYISAACSON
Target
Weddings –
„Be Yourself
Together‟
•

120 Advocates

•

24,000 Social Actions

•

$112K Earned Media Value

- Identi...
5 Tips
+ 1 Free!

@BOBBYISAACSON
#1 - Get Graphical With It

@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
No likes 

@BOBBYISAACSON
Facebook suggests:
• Min = 560 292 pixels
• Max = 1200 627 pixels

@BOBBYISAACSON
#2 – Be SOCIAL!

@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
Video Link: http://www.youtube.com/watch?v=ZUG9qYTJMsI

@BOBBYISAACSON
$4,500

@BOBBYISAACSON
11 Million

@BOBBYISAACSON
#3 – Power Your Advocates

@BOBBYISAACSON
Advocate = Happy Customer

@BOBBYISAACSON
Advocate content receives 10x
more engagement than branded
content

@BOBBYISAACSON
What to do:
• Retweet your advocates
• Share your advocates content
• (i.e. pictures)

• Share testimonials/referrals

@BO...
%
77

of consumers are more
likely to buy a product when
they hear about it from
someone else

@BOBBYISAACSON
#4 – Download & Use Apps

@BOBBYISAACSON
Tool

Use

Cost

Buffer App – Bufferapp.com

Schedule posts across multiple
networks through out the day.

Free basic (pre...
#5 - Listen

@BOBBYISAACSON
@BOBBYISAACSON
• Learn
• Participate in conversations
• Leverage insights to improve

@BOBBYISAACSON
#6 – Just Do It (Yourself)

@BOBBYISAACSON
@BOBBYISAACSON
• No one knows your brand better than you
• More authentic and engaging
• Learn from your audience (clients)

@BOBBYISAACS...
3M – Scotch
Colors &
Patterns Tape
•

60 Advocates

•

188,000 Social Actions

•

17M Impressions

- Identified DIY, fashi...
Do‟s & Don‟ts

@BOBBYISAACSON
DO:
Be where your audience is.
Facebook? Probably
Tinder? Probably not.

@BOBBYISAACSON
DO:
Right Content, Right Channel
Job Description = Facebook/blog
Job Description ≠ Twitter

@BOBBYISAACSON
DO:
Post regularly – create a cadence, stick to it
and your audience will follow

@BOBBYISAACSON
Buffer App

HOOTSUITE

@BOBBYISAACSON
DON‟T
Try and be everywhere – it will backfire.

@BOBBYISAACSON
DON‟T
Try to take advantage of irrelevant trends.

@BOBBYISAACSON
#Tacky
“Wrong time
for product
placement”
#Gross

@BOBBYISAACSON
@BOBBYISAACSON
Don‟t
Just talk about
yourself –
provide value

@BOBBYISAACSON
Closing…
•
•
•
•
•

Have patience
Build – trust, relationships
Help first, sell second (if at all)
Uncover
JUST DO IT
@BOB...
@bobbyisaacson
#APNAsocial
@BOBBYISAACSON
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Bobby Isaacson' APNA Presentation: How To Leverage Social Media

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Presentation at the 2013 American Premier Nanny Association Conference: 'How to Leverage Social Media Like a Pro'

Presented on October 18, 2013 in Santa Monica California.

Published in: Social Media, Technology, Business
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  • LindsayLohan
  • Population in 1986
  • Had TV sets in households
  • Stephen Wilson
  • http://www.youtube.com/watch?v=QUCfFcchw1w
  • The average person is served over 1,700 banner ads per month. Do you remember any?
  • http://vimeo.com/67257576 0 – 1:20
  • 2x more engagement
  • A relocation company recently created a mascot where the majority of the social messages will be coming from “Raffi The Relocator.”
  • http://www.youtube.com/watch?v=ZUG9qYTJMsI
  • Bobby Isaacson' APNA Presentation: How To Leverage Social Media

    1. 1. bobbyisaacson @ #APNAsocial @BOBBYISAACSON
    2. 2. In The Nanny Game Since… 1986 @BOBBYISAACSON
    3. 3. @BOBBYISAACSON
    4. 4. @BOBBYISAACSON
    5. 5. @BOBBYISAACSON
    6. 6. @BOBBYISAACSON
    7. 7. @BOBBYISAACSON
    8. 8. @BOBBYISAACSON
    9. 9. We‟re #33!!! @BOBBYISAACSON
    10. 10. @BOBBYISAACSON
    11. 11. @BOBBYISAACSON
    12. 12. 240 Million @BOBBYISAACSON
    13. 13. 99.26% @BOBBYISAACSON
    14. 14. 238 Million @BOBBYISAACSON
    15. 15. @BOBBYISAACSON
    16. 16. @BOBBYISAACSON
    17. 17. @BOBBYISAACSON
    18. 18. @BOBBYISAACSON
    19. 19. @BOBBYISAACSON
    20. 20. We‟re… Nowhere to be found… @BOBBYISAACSON
    21. 21. 314 Million @BOBBYISAACSON
    22. 22. 91% of all U.S. citizens have their mobile device within reach 24/7 @BOBBYISAACSON
    23. 23. 285 Million @BOBBYISAACSON
    24. 24. @BOBBYISAACSON
    25. 25. @BOBBYISAACSON
    26. 26. 1.1 Billion @BOBBYISAACSON
    27. 27. 78% @BOBBYISAACSON
    28. 28. 780+ Million @BOBBYISAACSON
    29. 29. Who‟s on Facebook? • 230 Million 18-24 year-olds • 260 Million 25-35 year-olds • 330 Million 35-54 year-olds @BOBBYISAACSON
    30. 30. @BOBBYISAACSON
    31. 31. 554 Million @BOBBYISAACSON
    32. 32. 1,400 @BOBBYISAACSON
    33. 33. Most of the cool kids are doing it… @BOBBYISAACSON
    34. 34. But not everyone… @BOBBYISAACSON
    35. 35. Not a Fortune 500 Brand? @BOBBYISAACSON
    36. 36. Why should you care? @BOBBYISAACSON
    37. 37. Video Link: http://www.youtube.com/watch?v=QUCfFcchw1w @BOBBYISAACSON
    38. 38. TRUST! @BOBBYISAACSON
    39. 39. @BOBBYISAACSON
    40. 40. @BOBBYISAACSON
    41. 41. “Trust me with your child! @BOBBYISAACSON
    42. 42. @BOBBYISAACSON
    43. 43. 1,700 @BOBBYISAACSON
    44. 44. @BOBBYISAACSON
    45. 45. @BOBBYISAACSON
    46. 46. @BOBBYISAACSON
    47. 47. @BOBBYISAACSON
    48. 48. @BOBBYISAACSON
    49. 49. Nanny Friend Mommy @BOBBYISAACSON
    50. 50. @BOBBYISAACSON
    51. 51. Peet‟s Coffee – Give A Cup • 105,000 Social Actions • 3M Impressions - Spread awareness about the launch of Peet‟s Single Cups to spark product trial 203 Advocates • - Drive voting to microsite, to decide where Peet‟s should hold social sampling events - Build foundation of an always-on blogger and customer advocate network for Peet‟s Coffee and Tea
    52. 52. @BOBBYISAACSON
    53. 53. @BOBBYISAACSON
    54. 54. % 92 of consumers worldwide TRUST recommendations from friends and family more than any form of advertising -Nielsen, 2013 @BOBBYISAACSON
    55. 55. Video Link: http://vimeo.com/67257576 @BOBBYISAACSON
    56. 56. But how do I get people talking? @BOBBYISAACSON
    57. 57. @BOBBYISAACSON
    58. 58. Target Weddings – „Be Yourself Together‟ • 120 Advocates • 24,000 Social Actions • $112K Earned Media Value - Identify influencers, especially in wedding & DIY verticals - Build awareness of Target‟s Wedding Registry (traditional and untraditional items) - Drive authentic influencer and audience conversations around the “Be Yourself, Together” theme
    59. 59. 5 Tips + 1 Free! @BOBBYISAACSON
    60. 60. #1 - Get Graphical With It @BOBBYISAACSON
    61. 61. @BOBBYISAACSON
    62. 62. @BOBBYISAACSON
    63. 63. @BOBBYISAACSON
    64. 64. No likes  @BOBBYISAACSON
    65. 65. Facebook suggests: • Min = 560 292 pixels • Max = 1200 627 pixels @BOBBYISAACSON
    66. 66. #2 – Be SOCIAL! @BOBBYISAACSON
    67. 67. @BOBBYISAACSON
    68. 68. @BOBBYISAACSON
    69. 69. @BOBBYISAACSON
    70. 70. @BOBBYISAACSON
    71. 71. @BOBBYISAACSON
    72. 72. Video Link: http://www.youtube.com/watch?v=ZUG9qYTJMsI @BOBBYISAACSON
    73. 73. $4,500 @BOBBYISAACSON
    74. 74. 11 Million @BOBBYISAACSON
    75. 75. #3 – Power Your Advocates @BOBBYISAACSON
    76. 76. Advocate = Happy Customer @BOBBYISAACSON
    77. 77. Advocate content receives 10x more engagement than branded content @BOBBYISAACSON
    78. 78. What to do: • Retweet your advocates • Share your advocates content • (i.e. pictures) • Share testimonials/referrals @BOBBYISAACSON
    79. 79. % 77 of consumers are more likely to buy a product when they hear about it from someone else @BOBBYISAACSON
    80. 80. #4 – Download & Use Apps @BOBBYISAACSON
    81. 81. Tool Use Cost Buffer App – Bufferapp.com Schedule posts across multiple networks through out the day. Free basic (premium available) Flipboard App Curate, read and share the best news relevant to you. Free Viralheat – Viralheat.com Measure the reach, engagement and sentiment of your posts. Free (premium available) Find relevant influencers online to talk about your agency. Free (premium available) Plug-in for gmail, allows you to see all social info in your inbox. Free Rapportive – Rapportive.com @BOBBYISAACSON
    82. 82. #5 - Listen @BOBBYISAACSON
    83. 83. @BOBBYISAACSON
    84. 84. • Learn • Participate in conversations • Leverage insights to improve @BOBBYISAACSON
    85. 85. #6 – Just Do It (Yourself) @BOBBYISAACSON
    86. 86. @BOBBYISAACSON
    87. 87. • No one knows your brand better than you • More authentic and engaging • Learn from your audience (clients) @BOBBYISAACSON
    88. 88. 3M – Scotch Colors & Patterns Tape • 60 Advocates • 188,000 Social Actions • 17M Impressions - Identified DIY, fashion & design advocates - Created DIY projects using the new Scotch Colors and Patterns duct tape - Drove 90-day sweepstakes to distribute over 34K product samples
    89. 89. Do‟s & Don‟ts @BOBBYISAACSON
    90. 90. DO: Be where your audience is. Facebook? Probably Tinder? Probably not. @BOBBYISAACSON
    91. 91. DO: Right Content, Right Channel Job Description = Facebook/blog Job Description ≠ Twitter @BOBBYISAACSON
    92. 92. DO: Post regularly – create a cadence, stick to it and your audience will follow @BOBBYISAACSON
    93. 93. Buffer App HOOTSUITE @BOBBYISAACSON
    94. 94. DON‟T Try and be everywhere – it will backfire. @BOBBYISAACSON
    95. 95. DON‟T Try to take advantage of irrelevant trends. @BOBBYISAACSON
    96. 96. #Tacky “Wrong time for product placement” #Gross @BOBBYISAACSON
    97. 97. @BOBBYISAACSON
    98. 98. Don‟t Just talk about yourself – provide value @BOBBYISAACSON
    99. 99. Closing… • • • • • Have patience Build – trust, relationships Help first, sell second (if at all) Uncover JUST DO IT @BOBBYISAACSON
    100. 100. @bobbyisaacson #APNAsocial @BOBBYISAACSON

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