Building a Profitable Social Media Practice

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Presentation by Danielle Wiley at the 2010 Mirren New Business Conference.

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Building a Profitable Social Media Practice

  1. 1. Building a Profitable Social Media Practice<br />Danielle Wiley, SVP, Edelman Digital<br />
  2. 2. 2<br />“YOU CAN ALWAYS TELL THE PIONEERS FROM THE ARROWS IN THEIR BACKS”-UNKNOWN<br />This is a product<br />
  3. 3. 3<br />ABOUT EDELMAN AND EDELMAN DIGITAL<br />This is a product<br />
  4. 4. Edelman By The Numbers<br />#1<br />#1<br />#1<br />#1<br />Largest <br />Independent PR Agency<br />Agency of the Decade<br />Holmes Report<br />Large Agency<br />of the Year <br />PR Week<br />PR Agency <br />of the Decade <br />Ad Age<br />52<br />200<br />50+<br />3,200<br />Former Journalists and Bloggers on Staff<br />Offices <br />Around the Globe<br />People <br />Worldwide<br />Years of Family Ownership<br />4<br />
  5. 5. 5<br />One of the First Agencies to Engage in Social Media<br />ONE OF THE FIRST AGENCIES TO ENGAGE IN SOCIAL MEDIA<br />
  6. 6. 6<br />Our Teams Are Integrated<br />CREATIVE<br />TECHNOLOGY<br />STRATEGY<br />
  7. 7. 7<br />Our Staff is Engaged<br />
  8. 8. 8<br />Our Partners Are Innovative and Nimble<br />
  9. 9. 9<br />“A BRAND IS NOT WHAT YOU SAY IT IS. IT’S WHAT THEY SAY IT IS.”-ANONYMOUS BRAND MANAGER<br />This is a product<br />
  10. 10. 10<br />
  11. 11. 11<br />IT<br />Marketing<br />“social media” touches all of these<br />
  12. 12. 12<br />WHAT OUR CLIENTS ARE BUYING<br />This is a product<br />
  13. 13. 13<br />HUMAN BEINGS HAVE ALWAYS BEEN SOCIAL. MEDIA HAS CAUGHT UP.<br />Social Network Management<br />Tripling the fan base in 6 months through ongoing engagement<br />
  14. 14. 14<br />Listening/Monitoring Programs<br />
  15. 15. 15<br />Blogger Outreach<br />
  16. 16. 16<br />Ambassador Programs<br />
  17. 17. 17<br />Localization<br />
  18. 18. 18<br />WHAT IT TAKES TO SUCCEED IN SOCIAL MEDIA /MARKETING<br />This is a product<br />
  19. 19. 19<br />New Training<br />Source:EdelmanBelt System<br />
  20. 20. 20<br />New Culture<br />OPEN<br />Connecting internal and external ecosystems/communities for mutual gain<br />COLLABORATIVE<br />Freely sharing information and knowledge internally<br />CLOSED<br />Silos, rigidity & information hoarding<br />
  21. 21. 21<br />New Leadership Attitudes<br />RISK = OK<br />
  22. 22. 22<br />Learning To Fly<br />
  23. 23. 23<br />Listen First, Refine And Never Stop<br />• Sentiment• Topics of interest, issues<br />• Complaints, compliments, questions<br />• Needs<br />• Motivations<br />• Goals<br />• Objectives<br />• Refine<br />• Launch<br />• Measure<br />• Influence<br />• Participation<br />• Effectiveness<br />• ROI<br />• One to one<br />• One to many<br />• Many to many<br />

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