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Building a Profitable Social Media Practice
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Building a Profitable Social Media Practice

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

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

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    Building a Profitable Social Media Practice Building a Profitable Social Media Practice Presentation Transcript

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