SOCIAL FRAMEWORK OIA RENDEZVOUS 2012
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SOCIAL FRAMEWORK OIA RENDEZVOUS 2012

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SOCIAL FRAMEWORK OIA RENDEZVOUS 2012 Presentation Transcript

  • 1. WIN FREE FIND THE BLUE BAG PUT YOUR CARD IN IT BEER OR AN APPLE TVThursday, December 20, 12
  • 2. A PRACTICAL GUIDE TO SOCIAL MEDIA MARKETING CAMPAIGNS FOR OUTDOOR BRANDS @brandonrholmes #RV2012Thursday, December 20, 12
  • 3. FIVE POINT FRAMEWORKThursday, December 20, 12
  • 4. Rest assured, this talk is not another argument for the importance or power of social media as a marketing and communication tool.Thursday, December 20, 12
  • 5. Social is teaching us how to create and steer experiences that matter to consumers. WWW.MOUNTAINHARDWEAR.COMThursday, December 20, 12
  • 6. 1/3 FOLLOW BRANDS From 2010 to 2012 the percentage of Americans following any brand on a social network has increased from 16% to 33%.Thursday, December 20, 12
  • 7. 55% of Americans 45-54 have a profile on a social networking siteThursday, December 20, 12
  • 8. 1. Reputation management THE ROLES AND IMPACT OF SOCIAL MEDIA 2. Customer service 3. Brand marketing 4. Direct salesThursday, December 20, 12
  • 9. CHANNEL VS. PLATFORMThursday, December 20, 12
  • 10. CAMPAIGNS, CONVERSATIONS, PLATFORMS AND COMMUNITIES Like others in the industry, we firmly believe that the future of social media will be less about running campaigns, and more about building digital communities and platforms.Thursday, December 20, 12
  • 11. HAVING SAID ALL OF THAT, WE’RE ALSO PRACTICAL.Thursday, December 20, 12
  • 12. Not if, or indeed when, to start engaging with social media, but how.Thursday, December 20, 12
  • 13. Preparing for a social media campaign (ad hoc vs. strategic)Thursday, December 20, 12
  • 14. LISTEN, LEARN, ENGAGE 1. An opportunity study 2. A social media strategy and business case 3. A legal and regulatory framework 4. Senior level board sponsorship 5. Team, budget and rollout planThursday, December 20, 12
  • 15. SENIOR BOARD LEVEL SPONSORSHIP MAKE PREDICTIONS DISCERN TRENDS BRAND AWARENESS MAKE DECISIONSThursday, December 20, 12
  • 16. TEAM AND ROLLOUT PLAN EMPOWERED ORGANIZATIONAL BUY-INThursday, December 20, 12
  • 17. Thursday, December 20, 12
  • 18. SHAREABLE AND REMARKABLE Something that people want to pass onThursday, December 20, 12
  • 19. SHARING - SOCIAL OBJECTS The Social Object, in a nutshell, is the reason two people are talking to each other.Thursday, December 20, 12
  • 20. WHY DO PEOPLE SHARE? Is this a wholly selfless act?Thursday, December 20, 12
  • 21. WHAT DO PEOPLE SHARE? OFFERS UTILITY ENTERTAINMENT CAUSESThursday, December 20, 12
  • 22. SUCCESSFUL ATTRIBUTES OF SOCIAL OBJECTSThursday, December 20, 12
  • 23. CURRENCY CURRENCYThursday, December 20, 12
  • 24. WE’RE INNOVATING. INNOVATION INNOVATION WE NEED YOUR HELP.Thursday, December 20, 12
  • 25. UNEXPECTED RICOROMEO.WORDPRESS.COMThursday, December 20, 12
  • 26. SIMPLEThursday, December 20, 12
  • 27. EXCLUSIVE Behind the TourThursday, December 20, 12
  • 28. TANGIBLEThursday, December 20, 12
  • 29. Thursday, December 20, 12
  • 30. LEVELS OF PARTICIPATION 90-9-1Thursday, December 20, 12
  • 31. MONEY LOVE WHY DO PEOPLE PARTICIPATE? GLORYThursday, December 20, 12
  • 32. FORMS OF PARTICIPATION CREATIVE CRITICALThursday, December 20, 12
  • 33. ‘CREATIVE’ PARTICIPATIONThursday, December 20, 12
  • 34. ‘CRITICAL’ PARTICIPATIONThursday, December 20, 12
  • 35. WHO PARTICIPATES?Thursday, December 20, 12
  • 36. THE FUTURE OF PARTICIPATIONThursday, December 20, 12
  • 37. Thursday, December 20, 12
  • 38. DETAIL = DEPTH THE TWO ROLES OF CONTENT SHORT FORM = REACHThursday, December 20, 12
  • 39. CONTENT DELIVERS VALUE AFTER THE CAMPAIGN ENDSThursday, December 20, 12
  • 40. Thursday, December 20, 12
  • 41. TYPES OF PARTNERSHIPThursday, December 20, 12
  • 42. COMMERCIAL COLLABORATIVE NATURE OF PARTNERSHIPThursday, December 20, 12
  • 43. CHOOSING A PARTNERThursday, December 20, 12
  • 44. Thursday, December 20, 12
  • 45. SOCIAL FIRSTThursday, December 20, 12
  • 46. ALGORITHMS ARE THEY REWARD LISTENING FREQUENT COMMUNICATIONThursday, December 20, 12
  • 47. INTEGRATION WITH OTHER DIGITAL PROPERTIESThursday, December 20, 12
  • 48. CHANNEL SELECTION (It’s not all about facebook)Thursday, December 20, 12
  • 49. “SOCIAL AIN’T FREE.”Thursday, December 20, 12
  • 50. NO CLEAR ROI MODEL ATTENTION IS UNEVEN LOTS OF TRIAL AND ERROR PACE OF CHANGEThursday, December 20, 12
  • 51. “WHAT’S MEASURED IMPROVES.”Thursday, December 20, 12
  • 52. BENCHMARKING THEM + + RELATIVE SCORING USThursday, December 20, 12
  • 53. THANK YOU. BRANDON HOLMES MANAGING PARTNER WELD @BRANDONRHOLMES #RV2012Thursday, December 20, 12