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

700 views

Published on

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.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
700
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
11
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

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

  1. 1. Social Media Palooza
  2. 2. Your Presenters Michael Wunsch VP, Client Services Suzanne Beane VP, Media + Strategy
  3. 3. Today’s Agenda 3
  4. 4. Are You ACandidate?
  5. 5. Integrated Digital Lifestyle 5 Your next client or customer is always on at work.
  6. 6. Integrated Digital Lifestyle 6 Your next client or customer is always on at home.
  7. 7. Integrated Digital Lifestyle 7 Your next client or customer is always on at leisure.
  8. 8. Are You A Candidate? 8Business to Business +  Become a thought leader in your industry +  Social network prospecting +  Industry collaboration
  9. 9. 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
  10. 10. Are You A Candidate? 10Non-Profit +  Social loves a cause +  Low cost alternative +  Utilize volunteers +  Furthers community
  11. 11. Are You A Candidate? 11 2010 Social Media Marketing Industry Report SocialMediaExaminer.com | Michael A. Stelzner
  12. 12. Respondent Makeup 12 2010 Social Media Marketing Industry Report SocialMediaExaminer.com | Michael A. Stelzner
  13. 13. Are Businesses Using Social Media 13 91% 2010 Social Media Marketing Industry Report SocialMediaExaminer.com | Michael A. Stelzner
  14. 14. Are Businesses Using Social Media 14 65% 2010 Social Media Marketing Industry Report SocialMediaExaminer.com | Michael A. Stelzner
  15. 15. Are Businesses Using Social Media 15 2010 Social Media Marketing Industry Report SocialMediaExaminer.com | Michael A. Stelzner
  16. 16. WorksheetOur Pros / Cons
  17. 17. Core Platforms
  18. 18. Top Social Media Platforms 18 2010 Social Media Marketing Industry Report SocialMediaExaminer.com | Michael A. Stelzner
  19. 19. What Are The Possibilities? 19Three Main Forms of Social +  Sharing +  Del.icio.us, StumbleUpon, Mixx +  Networking +  Facebook, MySpace, Bebo +  Publishing +  Twitter, YouTube, Yelp
  20. 20. Core Platforms 20 +  Post news / inside info +  Offer specials +  Reward / Comp +  Monitor for CS issues +  Customize page +  Post links +  Promote events
  21. 21. Core Platforms 21
  22. 22. 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
  23. 23. If Facebook Was Real 26
  24. 24. Core Platforms +  Show expertise in industry +  Sponsored videos +  Advertisements +  Customize channel +  Universal Search
  25. 25. Core Platforms 34 +  Create groups +  Prospect +  CPC / CPM ads (highly targeted) +  Use Answers +  Think Facebook created in boardroom +  Recruit
  26. 26. Core Platforms 35 Blogs +  Company announcement channel +  Real-time +  Information feed +  Huge SEO benefit +  Control the message +  Promote conversation with target audience
  27. 27. WorksheetProperty Strategy
  28. 28. Tips ForSuccess
  29. 29. 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.
  30. 30. 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.
  31. 31. 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.
  32. 32. Monitoring
  33. 33. 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
  34. 34. Measurement
  35. 35. 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
  36. 36. PR Crisis Planning / Response
  37. 37. PR Crisis Planning / Response 49 +  Prevent +  Act +  Communicate +  Who (Internal/External) +  What +  When +  How +  Evaluate +  Why
  38. 38. 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???
  39. 39. L.E.A.P.
  40. 40. 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.
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. 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)
  46. 46. The State of the Blogosphere
  47. 47. 59
  48. 48. 60
  49. 49. 61
  50. 50. 62
  51. 51. 63
  52. 52. Questions?

×