Norca lbma pr roundtable april 26 2013_lina_arseneault


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April 26th 2013, Lina Arseneault
Northern California Business Marketing Association – PR Roundtable
Apply pilates principles to strengthen your social core

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Norca lbma pr roundtable april 26 2013_lina_arseneault

  1. 1. APPLY PILATES PRINCIPLES TOSTRENGTHEN YOUR SOCIAL COREApril 26th 2013, Lina ArseneaultNorthern California Business Marketing Association – PR Roundtable
  2. 2. Tweet about this session
  3. 3. Session Objectives• In this session, through the use of casestudies, we examine how you can applythe principles of Pilates to strengthenyour social CORE.• From beginner to advanced practitioner,you‟ll learn social conditioning routinesthat help build flexibility, strength andendurance.
  4. 4. Digital and Social Interaction• Forrester Research recommends that youfocus on strengthening your CORE–Customize,–Optimize,–Respond, and–EmpowerSource: The Future of Interactive Marketing, Forrester Research, Shar VanBoskirk and Emily Riley
  5. 5. Championing the COREDirectives• Help your firm or clients adapt tothe new customer and technologydisruptions of the explodingsocial eraLevel of Maturity
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  7. 7. Which One Is Right For You?
  8. 8. Social MediaSpecialist with adigital backgroundSocial Media FieldMarketing BiasIntegrated SocialMedia SpecialistSocial MediaSpecialist with aSEO backgroundSocial MediaSpecialist with anadvertisingbackgroundSocial MediaSpecialist with acommunicationsbackgroundSocial MediaSpecialist with adirect marketingbackgroundNative Social MediaSpecialistCommunications BiasDigitalbias
  9. 9. 11Customize
  10. 10. 12You have two ears and one mouthYou should listen twice as muchas you speak
  11. 11. Monday, February 4th 2012 Listening• On February 4th, Airtight socialnoticed that a reporter fromInformation Week had reach out toDevin Akin of Aerohive• In a tweet, the reporter askedDevin if he could suggest a Wi-Fiindustry expert for an upcoming Wi-Fi article• Devin suggested Andrew von Nagy(also of Aerohive aka“revolutionwifi”)• Having taken notice of thistweet, AirTight contacted thereporter directly (email andtelephone) and proposed aninterview with AirTight expert• The interview is took place onFebruary 8th 2013– Including product demo
  12. 12. • “In fact, as Kaustubh Phanse, ChiefEvangelist at AirTight Networks, an innovatorin WIPS technology, argues, WIPS cancomplement MDM. He points out that MDMdoesnt provide visibility to, nor control over,the devices actually accessing your network.WIPS can enforce network access policiesand can automatically direct unregisteredusers through a captive portal to downloadany necessary MDM agents or software beforegaining unfettered network access.“• Includes many other AirTight mentionsRead the full article: @AirTight Awareness• Monitor article for comments• Respond as required
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  14. 14. 16Meltwater Social MediaInfrastructureInvestment Pays Off
  15. 15. 17Optimize
  16. 16. • If a tweet falls in a forest and no oneis around to share it, does it make asound?• From Doing SocialTo Being Social
  17. 17. Social Media Examiner said it best …“Stop treatingpeople like fish”
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  19. 19. 21Respond
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  22. 22. 25Empower
  23. 23. 26Forrester Research defines HEROesas highly empowered andresourceful operativesSource: The Future of Interactive Marketing
  24. 24. 27Empower, Don‟tExploit, InfluencersFigure out who yourstrongest employee andcustomer advocates are
  25. 25. Employee HERO Spotlight Appropriate sense of humor On the Go: Twitter for iPhone Good timing (in the moment) Positive tone for Airtight• DM = private „direct message‟ between Simon andsender, not public domain• To send a DM, you first have to follow that person• If someone chooses to DM Simon, they will first have“opted-in” to “follow” him• Simon builds his following and engagement level
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  27. 27. Customer-Employee HERO Spotlight –Modell Sporting GoodsModellSG (2,619) + UndercoverBoss (8,402) + Airtight(1,246) = 12,267 follower reach
  28. 28. Modell‟s Sporting Goods –#WirelessWednesday• Modell‟s (2,619) + New York City Daily (116,417) + Airtight(1,246) = 120,282 follower reach• Variation on Stuart‟s tweet to include URL to New York Dailyfeature story about the UndercoverBoss TV episode
  29. 29. A Few AEROHIVE HEROes16,204e
  30. 30. CORE Princples• Create a humanvoice, tell stories• Adopt newtechnologies, services, and processes• Generate leads• Retaincustomers, fostercustomer loyalty• Measurable results
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  34. 34. A CORE Few References• The Evolution of Social Business: Six Stages of Social MediaTransformation–• The Social Media ROI Cookbook: Six Ingredients Top brands Use ToMeasure the Revenue Impact of Social Media–• Social media marketing reaches maturity–• The Top 50 Social Media Power Influencers of 2013. (via @Forbes) |
  35. 35. • Lina is Senior Director of Digital Marketing and Social Communications atAirTight Networks–• Twitter: @LinaArseneault• Linkedin:• Blog:• Pinterest:• SlideShare• AirTight Blog:– Book Review: The Retail Revival: Re-Imagining Business for the New Age ofConsumerism–– To shop or not to shop, in-store Wi-Fi is the answer to that question–