Social Media-Palooza (Part II), by LeapFrog Interactive
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Social Media-Palooza (Part II), by LeapFrog Interactive

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As an addendum to Part I, we take lessons learned and apply them to real-world business initiatives using social media. Learn if your company or organization is a prime candidate for Social Media ...

As an addendum to Part I, we take lessons learned and apply them to real-world business initiatives using social media. Learn if your company or organization is a prime candidate for Social Media Marketing and what steps to take when beginning a campaign.

Presentation compiled and presented by Michael Wunsch, VP of Client Services, and Emily Van Winkle.

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Social Media-Palooza (Part II), by LeapFrog Interactive Social Media-Palooza (Part II), by LeapFrog Interactive Presentation Transcript

  • Social Media Palooza
  • Your Presenters Michael Wunsch VP, Client Services Suzanne Beane VP, Media + Strategy
  • Today’s Agenda 3
  • Are You ACandidate?
  • Integrated Digital Lifestyle 5 Your next client or customer is always on at work.
  • Integrated Digital Lifestyle 6 Your next client or customer is always on at home.
  • Integrated Digital Lifestyle 7 Your next client or customer is always on at leisure.
  • Are You A Candidate? 8Business to Business +  Become a thought leader in your industry +  Social network prospecting +  Industry collaboration
  • Are You A Candidate? 9Business to Consumer +  Personalizes the brand +  Shows the culture of a company +  Lower cost than traditional marketing and advertising +  Helps accomplish branding goals +  Extends the branding reach +  Large Search Engine Optimization impact +  Links, fresh content, more real estate
  • Are You A Candidate? 10Non-Profit +  Social loves a cause +  Low cost alternative +  Utilize volunteers +  Furthers community
  • Are You A Candidate? 11 2010 Social Media Marketing Industry Report SocialMediaExaminer.com | Michael A. Stelzner
  • Respondent Makeup 12 2010 Social Media Marketing Industry Report SocialMediaExaminer.com | Michael A. Stelzner
  • Are Businesses Using Social Media 13 91% 2010 Social Media Marketing Industry Report SocialMediaExaminer.com | Michael A. Stelzner
  • Are Businesses Using Social Media 14 65% 2010 Social Media Marketing Industry Report SocialMediaExaminer.com | Michael A. Stelzner
  • Are Businesses Using Social Media 15 2010 Social Media Marketing Industry Report SocialMediaExaminer.com | Michael A. Stelzner
  • WorksheetOur Pros / Cons
  • Core Platforms
  • Top Social Media Platforms 18 2010 Social Media Marketing Industry Report SocialMediaExaminer.com | Michael A. Stelzner
  • What Are The Possibilities? 19Three Main Forms of Social +  Sharing +  Del.icio.us, StumbleUpon, Mixx +  Networking +  Facebook, MySpace, Bebo +  Publishing +  Twitter, YouTube, Yelp
  • Core Platforms 20 +  Post news / inside info +  Offer specials +  Reward / Comp +  Monitor for CS issues +  Customize page +  Post links +  Promote events
  • Core Platforms 21
  • Core Platforms 25 +  Create Official or Community page +  Create Place page and merge with business page +  Create a community page +  CPC / CPM ads +  Customize tabs +  Post videos / photos +  Promote events
  • If Facebook Was Real 26
  • Core Platforms +  Show expertise in industry +  Sponsored videos +  Advertisements +  Customize channel +  Universal Search
  • Core Platforms 34 +  Create groups +  Prospect +  CPC / CPM ads (highly targeted) +  Use Answers +  Think Facebook created in boardroom +  Recruit
  • Core Platforms 35 Blogs +  Company announcement channel +  Real-time +  Information feed +  Huge SEO benefit +  Control the message +  Promote conversation with target audience
  • WorksheetProperty Strategy
  • Tips ForSuccess
  • Tips For Success 41 +  Be transparent: Always be clear that you are a representative of a company when you’re doing social media on behalf of them. +  The social sites are an extension of your brand: Use the same colors, tone and wording as you do on the rest of your marketing materials. +  Be timely: When there is a question on a social site, answer as quickly as possible.
  • Tips For Success 42 +  If there is a complaint, address when appropriate. 9 times out of 10, they will appreciate the fact that you’re listening. +  Monitor! People are going to talk about your brand in other locations than your social sites. +  Be honest. +  Talk to them like you would in person.
  • Tips For Success 43 +  Update on a consistent basis. +  Start with one site until you get the hang of it, then expand. +  Don’t be afraid to ask what your Fans/Followers/Subscribers want to see. +  Keep the posts on-brand.
  • Monitoring
  • Monitoring 45 +  Look for variations of your company name. Misspell words and keywords as variations to find all posts. +  What are your competitors doing? +  Brand awareness +  Public Perception +  Influencers +  Leads +  Paid: Radian6, Nielsen BuzzMetrics, Meltwater Group +  Free: Google, Google Blog Search, Search.Twitter.com
  • Measurement
  • Monitoring 47 +  Interactions +  Search results – videos, images, tweets +  Sentiment +  Page visitors on Facebook (determined by Facebook Insights) +  Site traffic as determined by Google Analytics +  Number of Retweets +  Number of Fans/Followers/Subscribers +  Video plays and channel views +  Share of voice +  Facebook Insights report +  Email unsubscribes
  • PR Crisis Planning / Response
  • PR Crisis Planning / Response 49 +  Prevent +  Act +  Communicate +  Who (Internal/External) +  What +  When +  How +  Evaluate +  Why
  • Should Our Brand Blog? 50 +  What is commitment level +  Set content calendar / mins. +  Strategy – one or many (purpose) +  Not content for content’s sake +  Real people, real situations +  Is brand ready???
  • L.E.A.P.
  • The LEAP Social Media Platform 52 Phase I - LISTEN Hear and understand customer perception as it exists today, uncover opportunities for strategic growth and create an engagement roadmap for achievements. Phase II - ENGAGE Create content and programs that help you connect with and learn from customers, partners and employees. Phase III - ACT Content deployment and property management execution – daily activities that makes social media – and your customers – come alive. Phase IV - PERFORM Actionable insights are measured against benchmarks in the Listen phase and inform future strategies.
  • The LEAP Social Media Platform 53Step 1 – Listen to your customers, learn about opportunities.LISTEN OFFERINGS + Social Network Analysis + Competitive Analysis + Business Case Development + Customer Persona Development + Social Media Audit: Profile, Inventory & Goals + PR & Social Media Marketing Plan + Benchmarks and Key Performance Indicators
  • The LEAP Social Media Platform 54Step 2 – Engage with creative content ENGAGE OFFERINGS + Key Message and Response Definition + Social Media Property Development + Publication Creation – white papers, case studies, press kits, newsletters + Content Creation – webinars, videos, podcasts, blogs + Cause PR Planning and support + Promotion scheduling and support
  • The LEAP Social Media Platform 55Conversation and interaction… delivered. ACT OFFERINGS + Blog Management – onsite and offsite + Media, Community and Blogger Relations + Social Media Property Management – postings and responding + Press Release writing, pitching, posting (online and offline) + Public affairs monitoring and posting + Online News Management + Event Management
  • The LEAP Social Media Platform 56How it’s working and what to do next PERFORM OFFERINGS + Social Network Analysis and Reporting + Conversation Clouds + Topic Trend Reporting + Media Type Trend Reporting + Buzz Analysis + Site Analytics
  • Social Network Analysis 57 + SNAs can evaluate all social media properties + Maps social networks + Views social relationships and social capital + Relationships viewed along network theory which consists of nodes and ties + Identifies key influencers (focal nodes) or those who might be marginalized (isolates) + Focuses on structure and relationships + Data is mined and classified + What people do online can be tracked (messages, responses, followers, followers of followers)
  • The State of the Blogosphere
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  • Questions?