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Making the Case for Social Media

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Is your C-Suite still afraid of Social Media? Use this deck to show 'em: it's inevitable. Get engaged or get gone.

Published in: Marketing
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Making the Case for Social Media

  1. 1. . 12» Making the Case for Social communications SHIFT New York City SHIFT San Francisco SHIFT Boston 915 Broadway 260 Calnfomia Street 275 Washington Street NY, NY San Francisco. CA Newton. MA 646.756.3701 415 591.8400 617.779.1800 - ; _. ... ... , ‘J4 -V 7 ~ rrrrrrrrrrrrrrrrrrr ~- I -'1 .0 * _ . WWW. SHlFTCOMM. COM :1. I ‘. - I '; - 12:: -.. > ‘ _ ‘, .: "‘-f . ‘ -1 M . . _'_ ‘u_: - ', :' ,2‘ 1' . ' ‘ (‘M = -E
  2. 2. ‘P 7 1~‘. laI| i-'-’" 'f, 'JII Ii. ‘ I'Tr? :<! .'-xi SHIFT is one of the top independent PR agencies in the U. S. and an innovator in Social Media ”SHlFT Communications clients can trust it to ‘-, -r “.5.-.5;. ,,~. »~; ,,, interact with their customers and audience New Media Agency of across several touch points. " the Year Agency of the Year Best Places to Work SHIFT is among the top 5 firms "we believe will 0 feature heavily in (creating) a future where PR ~10o Empioyees sewe is at the hub of a new era of brand 50+ cnents communications that transcends marketing. " Boston, New York & San Francisco .4‘, .Net Voted "Savviest Social PR Agency” by 500+ ‘ ' BZC and B2B marketers. I C}-iin1Ji In-L Creators of the Social 4, _ H Media press Release & Voted Top 5 among Large Agencies by Social Media Newsroom VTQPTECH 300+ i0U”‘|3“5t5
  3. 3. ,%~ - 3 " ii’ .2 . . I -» *1 ‘ COQ J 91. H1 Ln ilcliiiiui Qu‘Znos -2 . T - xi - H001; ERS“ _ {} A EBB (UVll'A'4V / ‘ m§En SONY ONLINE ENTERTAINMENT "‘—‘%». ‘§“e- if i'3~: :wi/ A. / I 2 , T) ZI~: f Pitney Bowes yelpsri: Club Med ‘i’ 3 lic G}! rvblcofi e§i25F'éi
  4. 4. N N N N N N 5 £ For the past 100+ years, the only way for a brand to reach ”the masses” was through ”mass media” ° Newspapers ' Radio ° TV For the past 100+ years, the only way for the masses to reach the brand was through | etter—writing campaigns, poorly-organized protests, etc.
  5. 5. ‘-«=11.-: .i: ::i~: $. —— A '0-"0.'. '.‘. -10]‘ '3!" ii’ iii. » i. i.35'. .! ! .‘uiiliu'. .'»u1:. 'o: c‘fi;3:i4;, ;'. €r ‘mail: ' _—= — —— :7 e m ,7. _ -= :-e~m: _ Easter 2009 Two rogue employees upload disgusting prank video to YouTube. 250,000 views later, the president of a SSB company is compelled to cut short his vacation to deal with the crisis — which had made the leap to mainstream media
  6. 6. No Choice But to Engage April 2011 ' Hackers break into PlayStation Network ' It took over 1 week to alert users ' "1 week downtime” promised network down for 1 full month ’ Avg updates: 1/week ' Users upset ll i-mzrit T'i. 'lTiEs ‘S l l . .4 I T . E e . . . 3;. 2»: .. —, :0 . I. ‘ '
  7. 7. SHi'FT Marketing: Increasingly Interpersonal Collaborative Conversational . . Conversational Collaboration Communication C .9 ‘ea . . -g Conversation E _ Public Re. ... ... ... . Q Public RP . . Controlled Controlled Communication . Collaboration Advertisi Advertisi Advertising Controlled Communication Collaboration original source: Richard Edelman
  8. 8. Big Benefits How do “Social Media Stars” make the case? 1‘ llii l‘. "’ iil. ‘- i| l«’i'Ai*Jil‘—i l)l', ‘«i -‘ r ‘—. i ‘. ’ii‘. ‘ii i‘-. 'i i TOYOTA i ii ‘ / HYUNDAI CHRYSLER
  9. 9. How do "Social Media Stars” make the case? Insight S(. ': .'. l ixiei‘: :.x lfllPl‘{J’&§ I‘: -.‘. s ruih nit‘: sh. .in« oi '. i}IAl‘ Awareness Research and ' Insight F“-lililxilfii A ll‘~Aill V"r‘lri-'1: -ulailllriil-1 CLV (loyalty) De| [_c°m Consideration aciijwtg azyi pi1r; _ha: ;: ' lnsiglir. ski. hill in ii. i«. E xllpplifi ll"i[‘f-t' Our External sL’: ‘;Ll11l-: nl And Cbrrtialts i. -iiii i. .,_: ~m l't“. ’t‘I‘lLl€ Communities Communities ' insight 3-xia: .lr: d:. a Fri’-'l: ,‘: I,‘§ iii-: ',h BJ'»lY1<‘~. > ’aJ: :<' and L'i)nl(li)l. ll. i’S to demarid gen 'E’i1l£lH Demand / Lead Sumo" Gen and Sales
  10. 10. Big Benefits How do "Social Media Stars” make the case? @omcdst. ‘ 13% gain in Customer Satisfaction year over year ' Comcast CEO Brian Roberts: - ”Twitter has changed the culture of the company. Giving the customer more power has been amazing for us. We are engaged in a different kind of dialogue with customers. ”
  11. 11. It's All About the Customer W€b5lt€ Integration 46.7% Developing Ongoing Dialog with Customers 43_4% Listening/ Learning about Customers 37_7% Fostering Word of Mouth 36.9% Formalizing an Advocacy Program 24_6% Social Commerce — 22.1% Mobile/ Location — 20.5% Collobarating with Customers — 19,7% Providing Direct Customer Support — 16.4% Enabling Peer—to—Peer Support _ 139% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010 ’ VAST MAJORITY of companies focused on bypassing media filters to engage customers in public ' The more you promote your Social presence, the better it gets
  12. 12. Typical CMO Complaint "We have over a million fans. "But most of those people click ‘Like’ once and we never hear from them again. "Or they post once — usually a complaint — and we never hear from them again. “That's not social marketing. "That's just lousy customer service in a public place. ” W Do You Know What Love Is Worth? PR-Squared guest post by Katy Keim
  13. 13. "Comcastic” Expectations "Being there” is no longer enough ’ The goal isn't just a successful interaction or a 7-‘ peaceful resolution ° The goal is to turn that user into a fan, or a follower ‘ To turn that follower into a contributor a ”SUPERFAN” and then surprise them
  14. 14. Now Is The Time The reason this is valuable is because it's scarce. The reason it's scarce is because it's scary. When everyone starts doing it, it won't be as valuable. If you are waiting for it to be accepted, and for case studies to be accepted, and to get permission, it will be too late for you to create value. This is the cusp of a revolution. Be a revolutionary.
  15. 15. Cycle of Engagement Don't start til you know where you're startingfrom Benchmark Get credit for the ldentif interests & effort! Internally Report I Monitor _ Y A & externally my _ . / mfluencers What M Content content easure , Creation resonates? R . ,i l . i E . ‘ Ca| l—Back l "gage hers of @SCa| e influence I‘: , Re-engagement! ‘ Call-Out ' I Direct outreach W
  16. 16. SHi'FT Acceleration Still Gains Advocates Yes, Social Media is a slog But "doing it right” at any speed is still helpful I Agalebees ' Identified interests: "WTF happened? ” Developed content: Official statement, new policy development & roll-out Engaged anyone with >50 Followers, vim- Readers or Subscribers fl — Direct outreach — Regular check-back5 titania[ordan Need an example ofa 0 Measure: rapid response netted 78% corporation effective/ y using social media to communicate as a result of a crisis? @AggIebees. Well done. #groactive favorable sentiment
  17. 17. “Outcomes Not Output” Customer Stage Awareness Who's talking about you? What are they saying? What does it mean to the business? Examples J J M Media coverage, Cornments/ Likes/ Site Visits’ blog coverage, Shares, Tonality, . . _ registrations, press releases, Share of Voice, _ , purchases online video, etc. etc. Sample . . Message traction, Clickthrough 81 Metrics Impressions, Hits, Brand Viewthrough Benchmarking, data, tagged to Readership, Conversions Relationship ($55) Column inches, Ad—Value Equivalency, etc.
  18. 18. Marketing Owns the Future ' There's NEVER been a better time to be in Marketing III ' No longer merely "widening the funne ‘ Uniquely positioned at the cross-section of Mainstream Media, Customer Service, and Community Management ' As content, communications and community move increasingly online, there's more opportunity than ever to analyze, engage, and measure our effectiveness
  19. 19. P. . '. , -. . — _ . f : _. . , ,": _,_-___. __ V _ ____‘‘ - _' - _ - . ~l . I'- SHii= T THANK YOU! communications 1 -gum . 'r. -.. '__ i ‘ V, , V . V"--, .,. .‘_ T-i -— ‘Ex . ‘V _ an-1,. ’ 3;. ..i .5‘ . -.-. _.~Li'~" rllll . -A .5 r‘ "'R"‘; s.. .'. §‘ SHIFT New Yuk City SHIFT San Francisco SHIFT Boston 915 Broadway 260 California Street 275 Washington Street NY. NY San Francisco, CA Newton, MA 648.756.3701 415 591.8400 617.779.1800

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