Social Media Mapping - research your audience and map your social graph. This gives you the data you need to produce great content that engages your stakeholders.

1. Social Media Mapping
Visualize your organization’s digital landscape
for effective online engagement
Sally Falkow APR

5. Value of Listening
 Customer Insights
 R&D
 New Markets
 Brand Positioning
 Competitive
Intelligence

6. Create a Dashboard
NETVIBES

7. Customers/Clients
• Where are they?
• Who is talking
• What are they saying?
• Who are they connected
to?

8. Rapportive

9. Journalists
Twitter Bio Search
MuckRack
Cision JournTweets
LinkedIn

11. Twitter Bio Search

12. How to do the Bio Search

14. Bloggers
Google Search
Top/Best
(Category) Blogs
Engage 121
Little Bird
Blog rolls

17. Competitors
 What are they doing?
 What are people saying
about them?
 Where are they active
online?
 What have they done that
was successful?
 Any gaps or threats?

19. Influencers

20.  Opinion Leaders 1 in 10
 Online Influencers 3 in 10
 Amplified voices
 Fans Influencers
 Followers
 Friends

23. Evangelists
 Know your
Passionate Fans
 Spread the Word
 Protect the
Brand in a Crisis

24. Brand
Ambassadors
Nurture your
evangelists
Make them part of
the team
Create Brand
Ambassadors

25. Mizuno - The Mezamashii Run Project
It is no secret that i am an Asics or Nike Running shoe man.
I rarely deviate or try different Brands. A few months ago I tried
the MIZUNO – WAVE RIDER 15 and I was very impressed with
the shoe. It totally changed my impression of the Mizuno Brand.
I prefer the shorter runs rather than the long ones! I've always
been a Nike girl, but since your posts and lots of running
experience, I'd love to get my hands on a pair of Mizunos and get
back on the path!
This is a blog I like to visit regularly and I got to know that
Running Shield’s favorite shoe brands are Asics and Nike. Thus,
it was a bit of a surprise for me to read him writing about Mizuno.
My Mizuno shoes arrived in time for me to test them out. You
know, on one of the toughest marathon courses in the country.
And you know what? They were awesome. So I tested them
AGAIN on a trail half marathon the next day. I'm pretty much
making them my new trail shoe.

26. Opportunities
New Markets
R & D
Product Launches
Gaps
Competitors’ mistakes

27. Hennessy

29. Detractors
Complainers
Organized attacks

30. Digital Crisis Report
 79% expect a major crisis within 12
months
 More than half think it will be
online
 Only 54% have a plan
 49% of those with a plan still have
gaps
 Less than half (45%) know who
their influential customers are

31. Progressive Insurance
 Case of under insured
driver policy
 Blog post
 Facebook posts
 Invited to Today Show

34. Social Media Threats
76% could have been avoided (Altimeter Group)


35. Content Strategy
When you know what people are
saying, what they think and feel,
who they are connected to and
what they are interested in, you can
create and publish content that gets
results.

36. Takeaways
1. Set up a cross-discipline social media team
2. Map your social graph
3. Discover who is in your graph
4. Identify the influencers in each node of the graph
5. Listen to the conversations
6. Analyze the information
7. Set goals based on what you find
8. Publish great content
9. Build a supportive community online
10. Measure what matters

37. Q and A
 Blog: www.proactivereport.com
 Facebook SallyFalkowDigitalPR
 Twitter: @sallyfalkow
 Email: sally@meritusmedia.com
 Website: www.meritusmedia.com