Social Media Committee Presentation and Email Case Study: UW e-Business Consortium


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With references from Jeffrey Hayzlett, CMO at Eastman Kodak, and Razorfish, a presentation describing the social media landscape, followed by a social media/email case study.

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Social Media Committee Presentation and Email Case Study: UW e-Business Consortium

  1. 1. Social Media
  2. 3. How Relevant Is Social Media? <ul><li> </li></ul><ul><li>Social Media ROI: Socialnomics </li></ul><ul><li>Source: </li></ul><ul><li>Socialnomics author Erik Qualman. This video showcases several Social Media ROI examples along with other effective Social Media Strategies </li></ul>
  3. 4. “ Social Media Tips” From… <ul><li>Jeff Hayzlett </li></ul><ul><li>Chief Marketing Officer, Vice President </li></ul><ul><li>Eastman Kodak Company </li></ul><ul><li>Twitter: @JeffreyHayzlett </li></ul>
  4. 8. 10 Social Media Tips from Kodak’s Chief Blogger (Jenny) <ul><li>Know what you are talking about. </li></ul><ul><li>Always be transparent. </li></ul><ul><li>Be yourself. </li></ul><ul><li>Post frequently. </li></ul><ul><li>Add value. </li></ul><ul><li>Respond. </li></ul><ul><li>Listen to what others have to say. </li></ul><ul><li>Learn from your mistakes. </li></ul><ul><li>Be external. </li></ul><ul><li>Have fun. </li></ul>
  5. 9. Getting Started <ul><li>Set up profiles on Facebook, YouTube, and Twitter social networks. </li></ul><ul><li>Download an application like TweetDeck or Seesmicto start “listening.” </li></ul><ul><li>Get a feel for the conversations. </li></ul><ul><li>Jump In. </li></ul><ul><li>Add value. </li></ul>
  6. 10. Convergence Media Tactics
  7. 12. Some Ways To Measure Results <ul><li>Direct sales and leads as a result of engagement </li></ul><ul><li>Reverb – Message x Followers, Friends, BFFs, etc. </li></ul><ul><li>Engagement – # of Videos x # of Views x Duration of video </li></ul><ul><li>Quality vs. Quantity – “Content vs. impressions” </li></ul><ul><li>Old measures vs. New – “Eyeballs and Ears vs. Hearts and Minds” </li></ul>
  8. 13. Fluent: The Razorfish Social Influence Marketing Report
  9. 14. It’s About Influencing…A Purchase
  10. 16. Social Influence Marketing (SIM) Score(!)
  11. 18. Brands Must: <ul><li>Socialize with their customers because “top-down” advertising isn’t going to work by itself. </li></ul><ul><li>Develop a credible voice along the parameters of engagement, humility, and authenticity. </li></ul><ul><li>Make their social relationships more symmetrical—that is, with value for both the brand and the customer. </li></ul>
  12. 19. Razorfish Top 10 List For Twitter Usage <ul><li>Become familiar with Twitter by reviewing, or following, the activities of successful brands such as Dell (, Zappos ( and Comcast ( </li></ul><ul><li>Listen to what is already being said on Twitter about your brand. </li></ul><ul><li>Identify initial objectives for using Twitter, including what would qualify as a Twitter success story for your brand. </li></ul><ul><li>Look into competitive activities and potential legal considerations, especially if there is already a Twitter account that uses your brand’s name or other intellectual property associated with it. </li></ul><ul><li>Use the findings to decide on the appropriate opportunity such as offers or community building, tone of voice and method of engagement—that may be right for your brand. </li></ul>
  13. 20. Razorfish Top 10 List For Twitter Usage <ul><li>Since Twitter is an ongoing activity—even if your company is only listening in—dedicate a resource to monitor the conversations and competitors. </li></ul><ul><li>Map out a plan for the content you will share, including valuable initial content to pique user interest. </li></ul><ul><li>Integrate your Twitter account throughout your marketing experience, by embedding it as a feed on the company Web site, including its URL in communications and so forth. </li></ul><ul><li>Maintain momentum by following everyone who follows you, responding to queries and joining in conversations without being too marketing oriented. </li></ul><ul><li>Provide ongoing direct value through your tweets by continuing to listen, learn and fine-tune your Twitter activities. </li></ul>
  14. 21. Get A Social Media Policy <ul><li>IBM </li></ul><ul><li>Intel </li></ul><ul><li>Kodak </li></ul>
  15. 22. Troubleshooting <ul><li>Someone left a negative comment on our blog/Facebook page/Twitter/YouTube video! </li></ul><ul><li>No one is following our blog/Twitter! </li></ul><ul><li>I don’t have time to do all of this! </li></ul><ul><li>? </li></ul>
  16. 23. Helpful Resources <ul><li>social measurement </li></ul><ul><li> </li></ul><ul><li>facebook information </li></ul><ul><li> </li></ul><ul><li>strategy </li></ul><ul><li>Steve Rubel: Insight on emerging technology and trends </li></ul><ul><li>Mequoda Daily:  Great step-by-step “how to on the web” info </li></ul><ul><li>iMedia Connection: </li></ul><ul><li>Website Magazine: </li></ul><ul><li>twitter </li></ul><ul><li>Jeremiah Owyang’s list of thought leaders on Twitter: </li></ul><ul><li>blogs </li></ul><ul><li>Beth’s Blog: </li></ul><ul><li>Copyblogger: </li></ul><ul><li>eMarketer: </li></ul>
  17. 24. More Links <ul><li> </li></ul>
  18. 26. Email Marketing Case Study UW E-Business Consortium November 5, 2009
  19. 27. We Met The Customer, And It Was Us <ul><li>Digital Agency with 8 Employees </li></ul><ul><li>Serving nationally and internationally recognized medium, large, regional customers </li></ul><ul><li>Reasonable cost, high value </li></ul><ul><li>No formal outbound communications </li></ul><ul><li>Facing the U.S. economy of October, 2008 </li></ul>
  20. 28. Need <ul><li>Create awareness among current and prospective clients </li></ul><ul><li>Promote Finn Digital brand: </li></ul><ul><ul><li>thought leadership </li></ul></ul><ul><ul><li>smart solutions </li></ul></ul><ul><ul><li>engaged relationships </li></ul></ul><ul><ul><li>reasonable cost, high-value </li></ul></ul><ul><li>Initiate consistent, top-of-mind, value-driven presence with clients </li></ul>
  21. 29. Target Audience <ul><li>Marketing Director, Marketing Manager, Vice President – Marketing </li></ul><ul><li>Aware, and requiring further education in new media, social media & marketing, web analytics, search tools, optimization and marketing </li></ul><ul><li>Requires “edge” and knowledge value to gain and sustain attention with vendor </li></ul>
  22. 30. Performance Objectives <ul><li>Open the email </li></ul><ul><li>Find a knowledge or toolset value </li></ul><ul><li>Relevance to professional role </li></ul><ul><li>“ Use-now” click-through </li></ul><ul><li>Share power-user expertise </li></ul><ul><li>Realize Finn Digital is more than a mechanic, and provides deeper understanding of marketing communications, right tools to achieve results. </li></ul>
  23. 31. Business Goals <ul><li>Weekly distribution of newsletter </li></ul><ul><li>Effective, efficient use of internal resources </li></ul><ul><ul><li>Content generation, moderation </li></ul></ul><ul><ul><li>Content preparation and delivery </li></ul></ul><ul><li>Track high-interest topics for authentic client preferences </li></ul><ul><li>Create educational engagement opportunities with clients </li></ul><ul><li>Lay the groundwork for project opportunity conversations </li></ul><ul><li>Low-volume, high-value list growth </li></ul>
  24. 32. Marketing Strategy <ul><li>Deliver professional education value </li></ul><ul><li>No charge (literal or virtual) </li></ul><ul><li>Position brand in fun, engaging, context </li></ul><ul><li>Communicate brand value </li></ul><ul><li>Establish regular expectation of value delivery </li></ul><ul><li>Provide crowd-sourced feedback </li></ul><ul><li>Generate consistent, conversational awareness </li></ul>
  25. 33. Initial Technical Framework <ul><li> (affiliate) </li></ul><ul><li>Branded email template </li></ul><ul><li>Email format design </li></ul><ul><li>Social networking integration </li></ul>
  26. 34. Extended Technical Framework <ul><li>Microsite </li></ul><ul><li>Newsletter management area </li></ul><ul><li>Benefits </li></ul><ul><ul><li>Ease-of-use </li></ul></ul><ul><ul><li>Manage, maximize assets </li></ul></ul><ul><ul><li>Formalize Process </li></ul></ul><ul><ul><li>Distribution of content responsibility </li></ul></ul><ul><ul><li>Extend business value and opportunity </li></ul></ul>
  27. 35. Results <ul><li>Awards </li></ul><ul><li>Business Marketing Association of Milwaukee </li></ul><ul><ul><li>Bell Award for Newsletter (best of category) </li></ul></ul><ul><li>2009 Silver W3 Award for E-Newsletter </li></ul><ul><li>2009 Silver Davey Award for E-Newsletter </li></ul>
  28. 36. Running the Numbers <ul><li>64 total issues </li></ul><ul><li>“ Organic” list size </li></ul><ul><li>Open rates </li></ul><ul><li>Click-through rates </li></ul><ul><li>Trends over time </li></ul>
  29. 38. Live Site <ul><li> </li></ul>
  30. 39. Expanding the Strategy <ul><li>Explore Write Once, Read Many Opportunities </li></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Interactive contests </li></ul></ul><ul><li>Development Roadmap </li></ul><ul><ul><li>Modular expansion </li></ul></ul><ul><ul><li>Other business applications </li></ul></ul><ul><li>Creative </li></ul><ul><ul><li>Story narrative, voice and theme definition </li></ul></ul><ul><ul><li>Customer-focused </li></ul></ul>
  31. 40. The Bigger Picture <ul><li>Promote value to customer </li></ul><ul><li>Invite customer engagement </li></ul><ul><li>Elevate customer through recognition </li></ul><ul><ul><li>Customer story </li></ul></ul><ul><ul><li>Higher level of focus for value delivery </li></ul></ul><ul><li>Act, Measure, Adjust, Repeat </li></ul><ul><li>Segment customers for more personal connection </li></ul>
  32. 41. Any Suggestions? <ul><li>Ideas to expand? </li></ul><ul><li>Adjustments to consider? </li></ul><ul><li>Alternative strategies? </li></ul><ul><li> </li></ul><ul><li>Thank you! </li></ul><ul><li>[email_address] </li></ul><ul><li>@billfinn </li></ul><ul><li> </li></ul>