Heartland deck


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Heartland deck

  1. 1. Kelly Olexa<br />
  2. 2. The Social Media Revolution<br />
  3. 3. “New Media Strategies has changed the jargon of Web 2.0” - wired magazine<br />Executive Summary<br />Solely dedicated to social media since 1999. <br />Founded by political pollster Pete Snyder<br />Ten Years<br />10+<br />Of innovation and defining social media marketing, metrics and best practices<br />Ninety Employees<br />Arlington, Los Angeles, New York, Chicago, North Carolina and San Francisco<br />90+<br />Fifteen Hundred Campaigns<br />Executed by NMS’ subject-matter experts across more than 60 industries<br />1,500+<br />
  4. 4. Select Clients<br /><ul><li>Telecommunications
  5. 5. Tobacco
  6. 6. Automotive Manufacturing
  7. 7. Energy
  8. 8. Federal & State Taxation
  9. 9. Chemical Production
  10. 10. Environment
  11. 11. Pharmaceutical
  12. 12. Media & Entertainment
  13. 13. Electoral Politics
  14. 14. Labor
  15. 15. Healthcare</li></ul>Entertainment<br />Corporate<br />Corporate<br />Public Affairs<br />
  16. 16. Business & Public Affairs Experience<br />Major Garment Producer Facing Activist-led Boycott of Goods<br />Tobacco Company Whose #1 Product is Facing Potential FDA Ban<br />Country’s Leading Private Company Under Attack By Environmental Activists and the Media<br />Trade Association Whose Members are Targets of Public Health, Environmental and Parenting Activists <br />+ more bipartisan online talent than any firm in the country industry <br />+ over 10 years of experience <br />= expertise on wide variety of challenging issues<br />Accounting Firm Embroiled in Lehman Brothers Collapse; Facing Congressional Investigation<br />
  17. 17. Using Social Media Effectively for Business:The NMS Approach<br />
  18. 18. NMS Service Overview<br />PROMOTE<br />Digital Public Relations – Blogger Engagement<br />Social Media Activation and Advocacy<br />Grassroots Messaging<br />ANALYZE<br />Consumer Analysis and Communications Insights<br />Measuring Engagement<br />Competitor Research<br />PROTECT – <br />Wikipedia Management and Strategic Execution<br />Early Warning Monitoring and Strategic Rapid Response<br />
  19. 19. Integrated Approach<br />Brand<br />VIDEOS<br />Creative Optimization<br />Platform Optimization<br />PHOTOS<br />ARTICLES<br />GIVEAWAYS<br />PROMOTIONS<br />Blogs & Websites<br />Message Boards<br />Social Networks<br />Asset Sharing<br />Information Sharing<br />Geo-Social Platforms<br />
  20. 20. Current State of Social Media<br />
  21. 21. Where We’re Headed<br />Facebook is now the most visited site on the internet<br />And is also the fastest growing search engine<br />51% of Facebook users said being a fan increased purchase intent, 67% of Twitter followers said the same<br />79% of Twitter followers reported that they were more likely to recommend a brand they followed, and 60% of Facebook fans said the same<br />93% of social users expect their brands to have a presence in social, and 43% expect a brand to help solve product issues*<br />*Cone’s 2008 Business in Social Media Survey<br />
  22. 22. Best Practices<br />11<br />
  23. 23. Organizational Best Practices<br />Choreograph, don’t just Coordinate<br />Every large organization is siloed, but the best ones learn to create persistent channels so groups can amplify each other’s efforts<br />Train. Everyone.<br />At least make it clear that there are better ways to impress your friends than going rogue<br />Playbook approach makes it easy for all employees to get a handle on what to say, how to say it, and what is appropriate<br />Flatten your Assets<br />Everything created by one group can likely be used by another to engage an audience in social – make it easy to discover and share across the company<br />Track and Share Contacts<br />As important as what you’re saying is who you’re saying it to<br />Make sure your tracking and reporting can keep track of correspondence and editorial history<br />
  24. 24. Applying Social Media at the Organizational Level<br />You<br />Your Company<br />Your Team<br />Friends, Families, Colleagues<br />Target Audience(s)<br />
  25. 25. Selling to the C-Suite<br />Recommendations on Tapping the C-Suite<br />Educate: Nearly 75% of business leaders say they are actively learning about social media. Don’t get left behind: Educate yourself in the best practices and nuts and bolts of social media. Join The Word of Mouth Marketing Association and track breakthroughs and developments in the social media space.<br />Start Small and Record Victories: 63% of business leaders believe social media isn’t just a fad. Minimize risk and maximize results by launching a pilot program that is manageable and scalable. Reduce uncertainty surrounding social media by executing a small starter project and document successes.<br />Encourage Company Enthusiasts: Leverage positive company social media groundwork by socializing results throughout the company.<br />Sell on a Personal Level: To start, sell to stakeholders individually. Lay out a snapshot of what competitors are doing in the space, and always keep key statistics close at hand. 44% of business leaders feel they are falling behind their competitors in social media executions. <br />Reassure the Management with Expert Help: The majority of business leaders believe social media is an appropriate and necessary first step for their company. Avoid panic and uncertainty by bringing in outside experts to handle the scope and executions. <br />*5 Steps to building a company wide social media plan, How Business Leaders view social media, Selling Social Media Upstairs—Smart Blog on Social Media and Smart Brief on Social Media<br />
  26. 26. Social Media: Where we’re headed<br />Mobile<br /><ul><li>80% of smartphone users consume mobile media
  27. 27. 91% of moms never leave home without a mobile device
  28. 28. Social web is driving mobile data usage – extensions of existing services, vs. pure standalone apps</li></ul>Social Search<br /><ul><li>Search is now trending away from paid and towards organic & social
  29. 29. Twitter has announced that it will index links, allowing to rank by popularity, query, and sharing
  30. 30. Facebook users share 28 million pieces of external content a month, which can be indexed
  31. 31. Top traffic driver to CafeMom is Facebook, to SomEEcards is Twitter</li></ul>Augmented Reality<br /><ul><li>Ability to overlay digital information wherever the consumer is
  32. 32. Rapidly developing space with significant usage expected by mid 2010
  33. 33. Able to connect users directly to community
  34. 34. Social recommendations + Mobile Outdoor = opportunity</li></li></ul><li>Case Study: NBC<br />CHALLENGE<br /><ul><li>Reinforce NBC.com as the official home of NBC and differentiate it from other sites hosting NBC programming
  35. 35. Drive awareness of NBC.com’s multi-function, multi-use full episode technology (streaming, HD, subscriptions, downloads, mobile)
  36. 36. Inform viewers of NBC’s accessibility everywhere: on-air, online, mobile, OOH</li></ul>EXECUTION<br /><ul><li>Interact with targeted series specific viewers (29 different series) through word of mouth messaging, digital PR and micro blogging, working to seed links and drive traffic to NBC.com
  37. 37. Manage the Twitter Handles for several of the NBC shows and the Facebook profiles/Fan Pages for many of the NBC shows</li></ul>RESULTS<br />FACEBOOK<br /><ul><li>Total Facebook fans: 2,977,317
  38. 38. 26 pages managed</li></ul>NBC.COM VIDEO<br /><ul><li>Facebook is the #2 traffic driver
  39. 39. Twitter is the #6 traffic driver</li></ul>TWITTER<br /><ul><li>Total Twitter followers: 329,667
  40. 40. 26 pages managed</li></ul>DIGITAL NETWORK<br /><ul><li>11,162 placements since May
  41. 41. 200+members</li></li></ul><li>Simple Rules For Online Politics: Colin Delany (NMS)<br />Think about the ends before you think about the means. Think before you act: what is your goal? Who is your audience? Where can you reach them? <br />Brilliance is secondary to persistance. Starting a revolution is great. Continuing that revolution takes work. You will only be successful with consistent interaction and engagement. Plan on this before you launch. <br />Integrate, Integrate, Integrate. Make sure that your online efforts mirror your offline efforts for maximum efficacy. Links, Hashtags, URLs, make sure they are everywhere and are consistent. <br />Check out www.epolitics.com for more information from Colin.<br />
  42. 42. Discussion Topics<br />What tools online to use for intra-organizational training? (Yammer)<br />What tools can be used for issue advocacy, to potentially influence the government or protest an issue?<br />How to develop a grass-roots movement….encourage word-of-mouth discussions and sharing of content? <br />
  43. 43. For more information, please contact Kelly Olexa:kolexa@nms.comDirect: 224-699-9266<br />