Navigating your company’s strategic entrance into the social media marketing realm

1. How to get the most out of your Social Media campaigns Navigating your company’s strategic entrance into the social media marketing realm

2. SOCIAL MEDIA – Facebook 500+ million active users 50% of active users log on to Facebook in any given day Average user has 130 friends Over 700 billion minutes spent/user/month on Facebook Average user is connected to 80 community pages, groups and events Average user creates 90 pieces of content each month

3. SOCIAL MEDIA – Blogs More than 133,000,000 blogs have been indexed by Technorati (blog search engine) since 2002 77% of Internet users read blogs One in four bloggers has an annual household income of $100K The most common rate of updating a blog is 2-3 times per week 56% say that their blog has helped their company establish a position as a thought leader within the industry. 58% say that they are better-known in their industry because of their blog

4. SOCIAL MEDIA - YouTube Largest world-wide video sharing community 2 billion videos viewed/day 24 hours of video uploaded per minute Age range of viewers is 18-55, evenly divided between males and females 51% of users go to YouTube weekly or more often

5. SOCIAL MEDIA - Twitter Twitter is a “real time news & information network” Limited to 140 characters Link sharing No sales pitch 190 million visitors/month 65 million tweets a day

6. WHY? Listen. Learn. Share. Audiences are choosing their own “subscriptions” Instant Communication Listening to what people are saying about us Image from Chris Brogan

7. WHY? Listen. Learn. Share. Hearing people’s needs & responding Ease of Updating news and information Tweets, Posts, etc. vs. full webpage creation Audience Familiar Interface – getting to know us “Richard~~ Can you please tell me where I would have to go to get appraisals on two of your pieces that I own? We're adding an insurance rider and they're asking for the replacement values. Thanks!”

9. Illustrate your expertise, not your catalog

10. Overshare that of others

11. Offer to inform or help “if they’re interested”

12. Be confident you offer value

13. Make the conversation about them

15. Our Approach

16. Our Approach

17. Primary goals for Social Media efforts: We will know our Social Media efforts are worth continued and further investment if… Facebook fans increase by…. YouTube subscribers and viewers increase by… Twitter/Blog followers increase by… Fans/followers become buyers Fans/followers become subscribers to online newsletter Fans/followers share our content Fans/followers become engaged Other?

18. Evaluation and Measurement Were goals met? Did program reach target? How to do better next time?

19. How Can You Measure? Qualitative analysis Quantitative analysis Content analysis Focus groups Surveys Web metrics Email metrics Financial performance

20. Case Study: National Fibromyalgia Association “10,000 for 10 million” Challenge: Website not updated regularly; no interactivity with visitors Limited staff and resources to support social media Members still don’t understand what it is the NFA does exactly Negative misinformation about NFA being posted online Goals: Increase number of fans/members Build positive image of NFA; respond to negative misinformation Share NFA news in real time Convert fans into advocates; Increase subscribers to its online and print publications Use as fundraising tool

21. Case Study: National Fibromyalgia Association “10,000 for 10 million” Solutions: Create and implement strategy that will: Develop timeline of content for key updates and posts Cross-promote Fans page (website, e-newsletter, email signatures) Continually monitor and engage audiences Results: Fans increased from 2,000 to 10,000 fans in 3 weeks Surpassed competition (average fan base = 3,000) Daily average post views of NFA page = 230,000 Media coverage of campaign (OC Register0 Negative misinformation about NFA nearly non-existent Increased awareness of programs and services Increased number of subscribers to online and print publications Increased number of donors to fundraising campaigns Increased visitors to website, blog and Twitter followers (new) Created positive good will and image of NFA among base

22. Walson Communicationswww.walsonpr.com 155 N. Riverview Drive, Suite 125 Anaheim, CA 92808 TEL: 714-970-2268FAX: 714-495-4078Cell: 714-865-4147 Navigating your company’s strategic entrance into the social media marketing realm