Agile Engagement Unlocked: Building Communications Dexterity in 6 Steps

Agile Engagement Unlocked Building Communications Dexterity in 6 StepsFollow The Conversation On Twitter#PRNEDU

Presenters Sarah Skerik Vice President Social Media PR Newswire @sarahskerik Kelly LeVoyer Valerie Jennings Director CEO Marketing Editorial Jennings Social Media SAS @valeriejennings @sassoftware Follow The Conversation On Twitter #PRNEDU

Agile Engagement

Who is SAS?Privately held software company since 1976Business analytics13,000 employees worldwideCustomers in nearly every industry, from technical users toC-level 5 Copyright © 2012, SAS Institute Inc. All rights reserved.

Who is the Marketing Editorial team? 9 communications specialists Journalism, English, PR backgrounds Reporters, journalists, content sleuths, writers &editors…storytellers Social media savvy Our vision: To be seen as the nerve center of content,channel & social strategy 7 Copyright © 2012, SAS Institute Inc. All rights reserved.

Where we are Listen Plan Create • Monitoring • Editorial • Reuse, & calendars reshape, response pilot facilitateDistribute Engage Measure • (Automated) • Social media • Awareness content training • Engagement syndication • interactive • Conversion platforms 8 Copyright © 2012, SAS Institute Inc. All rights reserved.

Retelling stories for engagement Social media monitoring finds an MIT Tech Review article that mentions the use of SAS for social media analytics. Alison arranges for an interview & blog post Journalists who read the SAS blog request interviews for their stories as well. 10@alisonbolen Company Confidential - For Internal Use Only Copyright © 2010, SAS Institute Inc. All rights reserved. All rights reserved. Copyright © 2012, SAS Institute Inc.

Maximizing relationshipsSocial mediamonitoring finds afrustrated customer. This info is relayed to Waynette Tubbs who recognizes SAS Text Miner Product Managers immediately Jared as a contacted Jared. Jared provided feedback on SAS software usability and content that would be helpful evangelist. to him when he first got started with the software. Customer success story on www.sas.com 11 Company Confidential - For Internal Use Only Copyright © 2010, SAS Institute Inc. All rights reserved. All rights reserved. Copyright © 2012, SAS Institute Inc.

A few takeaways1. Nobody has to “own” engagement.2. Agility is hard. Agile engagement requires dedicated resources and dogged determination.3. Turn customers into evangelists to show marketing the value of content and engagement.4. Orient content around terms real people search on.5. Let your audiences “create” the content for you.6. Remember, engagement can happen offline AND online. 12 Copyright © 2012, SAS Institute Inc. All rights reserved.

Presented by: Valerie Jennings, CEO of Jennings Social Media Marketing

Kansas City Data Center & Internet HubIncreases Website Traffic With Social Media and Cuts 75% of Google Adwords Budget Watch Video

CASE STUDY CONTINUED1102 GRAND, Kansas Citys data center andInternet hub, saw a 200-300 percent increase inits website and blog traffic, and cut 75 percent ofits Google Adwords budget.Darren Bonawitz, principal of 1102 GRAND, saidthat Jennings Social Media Marketing helped1102 GRAND have a better perspective ofonline marketing strategies. "We have workedwith Jennings Social Media Marketing forapproximately two years. In that time 1102GRAND has had an increase in website traffic,saved 75 percent of the budget onthe Google Adwords campaign,been requested for moreinterviews than we can handleand been able to realizesignificant quantifiable resultsthrough additional revenue," saidBonawitz.

CASE STUDY1. Monetized social media via bookings2. Tracked social media bookings via social channels such as Facebook, blog and Twitter3. Organized editorial content for social channels via analysis relevant to SEO, SMO, influencers, trending resorts, news cycles and seasonal news trends

How Social Media Marketing Worked for B2B & B2C Companies1. Used JSMM trade secret process2. Used editorial content associated with keywords, search trends, prospecting profile and SEO goals3. Used multiple channels to drive traffic, monetization4. Used a multitude of tracking systems to measure results, review performance, change direction, if necessary5. Monetized after six to seven months

How to Create Content & Measure1. R&D: prospecting profile, keywords, set goals, listen and measure2. Twilerts, Google Alerts, screenshots of before and afters each month3. Targeted keywords report driving editorial calendar4. Engagement counts: How to track @mentions, etc.5. Use monitoring tools, if in the budget6. Engagement will drive traffic: Blogger outreach, Youtube, PRNewswire Press Releases, Pinterest7. Monetization will affect the overall marketing strategy so make sure its built into your sales system or marketing department

Should ALL Brands Use Social Media for Engagement, Results & Monetization?1. Yes, all brands should use social media2. If there is not a comprehensive social media strategy in place that integrates with sales and marketing, the system will not work very well3. Quantifiable metrics are the only way for a company to leverage engagement, results and monetization4. Metrics will also show a brand where its engagement performance is lacking and how to enhance performance

Contact @valeriejenningsfacebook.com/jenningssocialmedia jenningssocialmedia.com valerie@jenningssocialmedia.com

Free White Paperhttp://bit.ly/PRNAgileEngagement Follow The Conversation On Twitter #PRNEDU

http://blog.prnewswire.com	1530
http://www.profnetconnect.com	59
http://www.commpro.biz	58
http://www.twylah.com	18
http://profnet.prnewswire.com	2
http://translate.googleusercontent.com	1
http://a030bba359890263	1
http://goldstarnews.com	1

Agile Engagement Unlocked: Building Communications Dexterity in 6 Steps

by PR Newswire on Jul 11, 2012

Accessibility

Categories

Upload Details

Usage Rights

8 Embeds 1,670

Statistics

Agile Engagement Unlocked: Building Communications Dexterity in 6 Steps Presentation Transcript