1. Meaningful Connections:
The Integration of Social Outreach and Strategic Objectives

2. Corporate Digital Strategy
 Objectives
 Audiences
 Messages

3. Corporate Social Strategy
 Engagement
 Measurement
 Assessment

4. Your Objective
Inspire & Engage
“We want people to feel
ownership of this museum.
We ask them to tell us what
they think. We want to
engage our community.”
Brooklyn Museum

5. Your Audience
 Who
 What
 When
 Where
 Why

6. Your Audience Behaviors
Watch Share Comment Produce Curate
79.8% 61.2% 36.% 24.2% <1 %
5 Behaviors on the Social Web
(Altimeter Group: 2010 Socialgraphics)

7. Your Audience Connections
Mobile
750M users 50M registered users
50% access 50% access via mobile
via mobile
250M users 51M registered users
50% access *91% of mobile phones
via mobile have photo/video capability
10M users Over 2B views each day
100% access Over 100M mobile views
via mobile
(35,000 new users daily)

8. Your #1 Audience
Can I find you without knowing your name?

9. Your Message
 Connected
 Targeted
 Integrated

10. Engagement: Opportunities

11. Engagement: Listening to Learn
Digital Dashboards
 Hootsuite
 TweetDeck
 Google Alerts

12. Engagement: Your Voice
Blogging
In 2012, 43% of U.S.
companies
will use their blog for
marketing purposes
compared to
34% in 2010.
Added Value:
SEO & Mobile

13. Engagement: Your Community
Facebook
750M users
Opportunities:
Timeline (Mar. 30th)
Photo + Video
Apps + Events
B2B + B2C relations
Added Value:
SEO + Mobile

14. Engagement: Collaboration
 Public or
 Member-only

15. Engagement: Your Photo Story
Pin it
Share it
Grow it

16. Engagement: Content Strategy

17. Measurement
Social Triage
Discover
Evaluate
Respond

18. Measurement
Social Media Metrics
Frequency: When to post Trending: What to post
Location: Where to post Influencer: Who to post to

19. Measurement
Examples of ROI
Ex: Growth of network
Ex: Volume and tone of comments
Ex: Cost savings of social media vs.
traditional outreach

20. Assessment
On-Demand Reports
Objectives
Integrated with goals
Targeted to audience
Strategic to media
Opportunities
Observe and adapt
Analytical trends
Future events

21. Thank you!
Michael Winn
Chief Digital Officer
Digital Opps
@DigitalWINN
850-980-9222
mwinn@rboa.com