Michael Winn: Meaningful Connections Integrated Social Strategy

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Michael Winn: Meaningful Connections Integrated Social Strategy

  1. 1. Meaningful Connections:The Integration of Social Outreach and Strategic Objectives
  2. 2. Corporate Digital Strategy  Objectives  Audiences  Messages
  3. 3. Corporate Social Strategy  Engagement  Measurement  Assessment
  4. 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. 5. Your Audience  Who  What  When  Where  Why
  6. 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. 7. Your Audience ConnectionsMobile 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. 8. Your #1 Audience Can I find you without knowing your name?
  9. 9. Your Message  Connected  Targeted  Integrated
  10. 10. Engagement: Opportunities
  11. 11. Engagement: Listening to Learn Digital Dashboards  Hootsuite  TweetDeck  Google Alerts
  12. 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. 13. Engagement: Your Community Facebook 750M users Opportunities: Timeline (Mar. 30th) Photo + Video Apps + Events B2B + B2C relations Added Value: SEO + Mobile
  14. 14. Engagement: Collaboration  Public or  Member-only
  15. 15. Engagement: Your Photo Story Pin it Share it Grow it
  16. 16. Engagement: Content Strategy
  17. 17. Measurement Social Triage Discover Evaluate Respond
  18. 18. MeasurementSocial Media MetricsFrequency: When to post Trending: What to postLocation: Where to post Influencer: Who to post to
  19. 19. MeasurementExamples of ROIEx: Growth of networkEx: Volume and tone of commentsEx: Cost savings of social media vs. traditional outreach
  20. 20. Assessment On-Demand Reports Objectives Integrated with goals Targeted to audience Strategic to media Opportunities Observe and adapt Analytical trends Future events
  21. 21. Thank you! Michael Winn Chief Digital Officer Digital Opps @DigitalWINN 850-980-9222 mwinn@rboa.com

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