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  • Start is Shane. Mentions social media experts. Steve: We ’re amateurs all learning
  • Influencing thought leaders
  • John Chow.
  • Shane id odd

Transcript

  • 1. Social Media Boot Camp Series Module 4 Measurement, Hyper-Local Marketing, and CampaignsWith Shane Gibson @shanegibson
  • 2. Types of ROI1. Reputation 1.Differentiation2. Risk Reduction 2.Brand Association3. Client Retention 3.PR & Exposure4. Efficiency 4.Immediate Revenue5. Business Intelligence 5.Long-Term Revenue
  • 3. ROI Continued1. Supplier Capacity 1.Staff Capacity Building Building 2.Network Growth2. Perception Shifting 3.Opportunity Creation3. More & Better Recruits 4.Job Satisfaction4. Innovation 5.Trust Building5. Client Education
  • 4. Measurement• Google Analytics• Hootsuite• Klout• Tweetreach• Viralheat
  • 5. Hootsuite Analytics
  • 6. Viral Heat
  • 7. It’s aboutlistening!
  • 8. Business Intelligence• Search.Twitter.com• Google Alerts• LinkedIn Groups, Questions & Network• Linkedin Signal• Blogsearch.Google.com• Customer/Community blogs and social networks• Competitor/Industry news, blogs, and social networks
  • 9. Blog.suggestionbox.com
  • 10. Real-Time Feedback
  • 11. Score Keeping?
  • 12. Stakeholder Spotting
  • 13. Tweets tell the future• Computer scientists studied 3 million tweets• 25 movies (including Avatar)• Tweet frequency could be used to accurately predict the box office takings• Content of the messages predict ongoing success.• "Our predictions were incredibly close," Bernardo Huberman, head of the social computing lab at HP
  • 14. Can we just not do it?
  • 15. Get in the game
  • 16. Campaigns/Events
  • 17. “After accruing the initial 120 participants and anadditional 144 engaged influencers, the word of mouthpower kicked in, as those individuals, proud to have“earned” such special treatment, generated more than4,600 tweets about the new route. This, in turn, ledto more than 7.4 million impressions andcoverage in top blogs and news outlets like the L.A.Times and CNN Money. And all it took wasmaking those original 120 participants feel special.”Porter Gale – VP Marketing, Virgin
  • 18. Finding Influencers• Local Niche Bloggers• Journalists• Meetup.com Organizers• Back-links to local competitor or topic specific sites• Use Twellow and Klout
  • 19. Twellow.com
  • 20. Pepsi Cultural Calendars • Demographic’s entertainment events • Community events • Significant milestones • Own a #tag in your community
  • 21. Launch Plan1. Identify Your Goal2. Identify Your Target Audience and your Nanomarkets3. Pick the Right Platforms4. Map out Social Etiquette and Policy5. Implement Listening and Engagement Strategy6. Know Core Pains, Dreams, and Goals7. Uniquely Communicate Solutions Mixing Marketing and Community
  • 22. Ford Social Media PolicyRules for Ford Social Media EngagementAt Ford Motor Company, our social media strategy involves connecting our consumers with our employees in the digital spacewhenever possible, and providing value to them in the process. As a result, we have specific rules for online engagement, which,amongst other variables, involves abiding by the Word of Mouth Marketing Association’s Code of Ethics.Ford will:Always request that our social media influencers be transparent and disclose their relationship, as well as anything they’vereceived as a result of that relationship with FordInsist on honesty of opinion. We want both positive and negative reviews of our vehiclesOffer influencers engaging experiences that are worth talking about. We won’t be cutting and pasting press releases into e-mailsin hopes someone will post themAlways carefully target our outreach to ensure that we aren’t “spamming” anyone with unwanted messagesListen carefully to suggestions and concernsCompensate influencers for consulting or other duties they do for Ford. This compensation will solely be for their time as anadvisor and will not include an expectation that they will write about the project – favorably or unfavorablyApologize quickly for any mistakes we make. No one is perfect and we are sure that we will make a misstep in our efforts toengage with the social web, but we will be sure to learn from our mistakesShare this policy with all influencers we work withSource: TheFordStory.com
  • 23. ResourcesTraining site:http://socializedacademy.com/fordtrainingabSocial Media Podcast:http://closingbigger.netSocialized:http://socialized.me