Social Crush: Social Media Case Study

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Enhance the experience and value of your brand through the use of owned platforms and earned media.

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  • 1. Brett McCoy http://www.myjive.com twitter.com/brettmccoy SocialCrush Social Media Enhance the experience and value of your brand through the use of owned platforms and earned media.Flickr image by gregorywdean
  • 2. Brett McCoy Ron Edelentwitter.com/brettmccoy twitter.com/myjive Already bored? Go ahead and tweet about it. Tell the world that Brett has no idea what he is talking about. If you do, please be sure to mention @brettmccoy and @myjive in your tweet. Flickr image by KillTaupe
  • 3. AgendaCaroMont Health: Social Media Case Study (1) CaroMont Health - Build brand awareness within the community - Elevate brand perception - Engage with community members (2) Assets - The social components owned and managed by CaroMont Health (3) Tools - The listening, tracking, marketing and analytics tools we use. (4) Results - What we have accomplished (5) Conclusion. Questions?
  • 4. Assets
  • 5. Tools
  • 6. Hootsuite •Listening •Team Management •Marketing
  • 7. SproutSocial•Social Analytics•Engagement
  • 8. Clicky•Website Analytics•Content Management
  • 9. EdgeRank •Facebook Posting •Content StrategyFlickr image by http://www.fubiz.net
  • 10. Foursquare•Venue Management•Location Marketing
  • 11. Platform(s) Activity Topic Keywords Measure Engagement Responsible(Facebook, Twitter, Blog, Flickr, (Listen, Follow, Engage) What is it we want to accomplish? (Hash-tags, terms) (Followers, Awareness, views, (Low, Medium (Who will do this task?)Youtube, LinkedIn) engagement, sentiment, etc.) high)Facebook, Twitter Follow, Listen Find Local people to follow. Send them a note if #caromonthealth Followers + Followees Low Myjive they follow back. + Respond to any comments on your wall.Facebook, Twitter Follow, Listen, Engage Find seven things worth retweeting/sharing in #caromonthealth engagement + followers + Low Myjive your general feed and share. + Respond to any followees Content Calendar comments on your wall.Facebook, Twitter Follow, Listen, Engage Reply to at least five things with full responses #caromonthealth engagement + followers + Low Myjive (not just “thanks”). + Respond to any comments followees on your wall.Facebook, Twitter Follow, Listen, Engage Point out a few people that CaroMont respects. It #caromonthealth engagement + followers + Low Myjive shows your mindset, too. + Respond to any followees comments on your wall.Facebook, Twitter Follow, Listen, Engage Follow back at least 10 folks. + Respond to any #caromonthealth engagement + followers + Low Myjive comments on your wall. followeesFacebook, Twitter Follow, Listen, Engage 30 minutes of just polite two-way chit chat with at #caromonthealth engagement + followers + Low Myjive least 4 people. + Respond to any comments on followees your wall.Facebook, Twitter Follow, Listen, Engage Find Local people to follow. Send them a note if #caromonthealth engagement + followers + Low MyjiveFacebook, Twitter Follow, Listen, Engage your wall. •Team Management they follow back. + Respond to any comments on Begin building brand. Find five people who have had a negative experience and try to connect. + #caromonthealth + #clic followees engagement + followers + followees Medium MyjiveFacebook, Twitter, LinkedInFacebook, Twitter, LinkedIn Follow, Listen, Engage Follow, Listen, Engage •Content Strategy Respond to any comments on your wall. Send birthday wishes to people in your network. + Respond to any comments on your wall. Comment on at least seven people’s status #caromonthealth #caromonthealth engagement + followers + followees engagement + followers + Low Low Myjive Myjive messages or updates. followeesFacebook, LinkedIn Follow, Listen, Engage Join 3-4 new groups today. Post a hello message #caromonthealth engagement + followers + Low Myjive in each. followeesFacebook, LinkedIn Follow, Listen, Engage leave a new comment or two on every group or #caromonthealth engagement + followers + Low Myjive fan page you belong to. followeesFacebook, Twitter, LinkedIn Follow, Listen, Engage Share at least 3 interesting updates that you find. #caromonthealth engagement + followers + Low Myjive followeesFacebook, Twitter, LinkedIn Follow, Listen, Engage Find Local people to follow. Send them a note if #caromonthealth engagement + followers + Low Myjive they follow back. + Respond to any comments on followees your wall.Facebook, Twitter, LinkedIn Follow, Listen, Engage Find seven things worth retweeting/sharing in #caromonthealth engagement + followers + Low Myjive your general feed and share. + Respond to any followees comments on your wall.Facebook, LinkedIn Follow, Listen, Engage leave a new comment or two on every group or #caromonthealth engagement + followers + Low Myjive fan page you belong to. followeesFacebook, Twitter, LinkedIn Follow, Listen, Engage Accept any invitations that make sense for you to #caromonthealth engagement + followers + Low Myjive accept. followeesLinkedIn, Facebook Follow, Listen, Engage Drop into Q&A and see if you can volunteer 2-3 #caromonthealth engagement + followers + Low Myjive answers followeesFacebook, Twitter, LinkedIn Follow, Listen, Engage Provide 1 recommendation every few days for #caromonthealth engagement + followers + Low Myjive people you can honestly and fully recommend. followees
  • 12. Results
  • 13. Facebook 35,000+ monthly views
  • 14. flickr image by Joe Curtin Facebook 2,000+ monthly active users
  • 15. Twitter engagement 97% influence 67%It’s about relevancy, engagement andconnection and not about your number offollowers.
  • 16. klout
  • 17. Foursquare
  • 18. TWITTER May June July AugustConnections (# of people who CaroMont follows) 698 902 952 1029 ExcelFollowers (# of people who follow CaroMont Health) 150 233 271 (up 50) 322Mentions (# of times someone mention @caromonthealth) 22 42 33 40Retweets ( # of times a tweet of @caromonthealth was retweeted) 23 17 11 11Clicks (# of times someone clicked link @caromonthealth posted) 88 845 1350 14,000Passion (Ratio of # of followers who are generally happy with the 51% 76% 87% 87%brand and would promote it)Engagement Score (National average: 32% - Your engagement score 83% 90% 95% 97%is an indicator of how well you are communicating with your audience.)Influence Score (Average score is 59% - Your influence is an indicator 63% 66% 67% 67%of your growth and the interest level among your audience. ..)Sentiment (This means the ratio between # of mentions that are 4:1 8:1 11:1 13:1positive vs negative)
  • 19. In conclusion,Why social?ADVANCING YOUR BUSINESSIN THE DIGITAL AGE.
  • 20. 80/20 Listen EngageWe live in a “hash-tag” world.Prepare to dedicate time to monitoring the conversations.Remember, when something is social it is open to goodand bad commentary. Flickr image by paoloappe
  • 21. For us, what is the value of Digital & Social Media?Accessible all the time Become invaluable in the situationThe opportunity to ad value to any situation and any where your product is importantcontext - if the participant initiates it Create deliberate value to the context of the product experience, becoming an integral and expected partIt is never more than an arms of itlength away.Your brand is only important sometimes, but when it Recordis it has to be available. Digital apparatus can record and collect data for product enhancement and innovation. This couldThe opportunity to participate become your most important data set.Participating with your customer in the productcontext. Listen and learn from people They know what they want and are happy to share. Listen in context. Listen to the situation.
  • 22. For us, what is the value of Digital & Social Media?Pay attention to your people Real relationships based on realAppreciate your brands participants such as they conversationsappreciate you buy engaging with your brands. By Do not create messaging - create communicationsgiving them your attention and devotion they will that encourage conversations between you are yourreward you for it. brands participants.Create long term relationships Ignite CommunitiesCreate areas of subscription and membership Find existing conversations, add interesting andallowing for meaning and value for your brands relevant content and value to the dynamics and makeparticipant. our brand an important part of the context of these situations
  • 23. Helpful links and fun sutff.Tools Discussed today• HootSuite• Sprout Social• Social Mention• HowSociable• Clicky• Twitter SearchFun Stuff• http://fuelingnewbusiness.com/2010/06/24/study-60-percent-of-companies-using-social- media-have-no-plan/• http://www.pamorama.net/wp-content/uploads/2010/03/social-media-landscape.jpg• http://www.pamorama.net/wp-content/uploads/2010/03/social-media-landscape.jpg• http://socialmediamind.com/internet-and-businesses-online/twitter-marketing-for-online- businesses/• http://www.topdesignmag.com/wp-content/uploads/2011/01/twitter-infographics1.jpg• http://www.fastcompany.com/1710068/embargoed-till-1201-am-thursday-grandmas-on- facebook?partner=homepage_newsletter
  • 24. myjive.comMy name is Brett,and I thank you!QUESTIONS?