Let MS&L’s David Binkowski take you through real world examples of brands that went from experimentation to full-blown consumer engagement, including full marketing integration, overcoming legal hurdles, determining measurement and showing ROI. This is for brands and companies looking for ways to expand their social media presence.

2. Social Media Virgins

3. Agenda
• What is Social Media
• Social Media Trends
• Overcoming Social Media Hurdles
• Integrating Social Media
• Case Studies
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4. What is Social Media
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Flickr: Dunechaser

5. Social media is the whole of consumer
generated media, the online
technologies and practices that people
use to share content, opinions,
insights, experiences, perspectives
and media themselves.

6. Social Media is Mobile
Mobile is the latest extension of social media connecting consumers in a transient
culture
Most popular social media sites have robust mobile offerings
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7. Social Media Trends
Google Trends Feb. 2009
Blogs have become a more valuable resource today than
magazines or newspapers

8. 2009 Social Media Trends
Crowd sourcing drives new Mobile web and iPhone
business models and innovation application development
Renewed focus on online Increase of video communities
eficiency productivity and conversation
Leveraging ofline contacts via
Innovative monetization
social networks
8 “Top Seven Social Media, Online Marketing, and Internet Trends for 2009,”
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compassioninpolitics.wordpress.com

9. Overcoming Social
Media Hurdles
Overcoming Social Media Hurdles
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Flickr: 713 Avenue

10. Overcoming Social Media Hurdles
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Getty Images

11. Overcoming Social Media Hurdles: Legal
The Solution: Anticipate the “Smack down”
• Set parameters for social media interaction
• Establish and post policies to keep the conversation on-track and reserve
your company’s right to moderate
• Draft responses messages to be pre-approved by legal for controversial
topics
• Develop adverse event reporting strategy prior to program launch
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Flickr: Steve Wampler

13. Overcoming Social Media Hurdles: Resources
The Solution: Test and learn
•Create social media strategy
•Dedicate resources to it, e.g. time, budget, technology
•Test and learn
•Do it wrong quickly
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14. The H
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Flickr: Nick Sayers

15. Overcoming Social Media Hurdles:
Measurement
The Solution: Collect everything and deliver apples to apples
•Your numbers are YOUR NUMBERS
•Set realistic expectations and determine goals prior to launch
•Understand true sample size and target audience
•Establish and communicate measurement methodology to stakeholders prior
to launch
•Track conversation prior to launch and throughout the program to establish a
benchmark and show success
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16. Overcoming Social Media Hurdles
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17. Overcoming Social Media Hurdles: ROI
The Solution: A measurable call to action
•Always have a strong call to action
•Show how programs are lead generators for marketing funnel, e.g. distribution
list and email database creation
•Have a holistic view of measurement, e.g. CPM to click-throughs and page
rank
•Social media is cost-efficient compared to other marketing spends; put the
investment and returns side by side
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18. Integrating Social Media
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Flickr: 713 Avenue

19. Integrating Social Media
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20. Integrating Social Media
Ask the Right Questions to Help Deliver Success
• What is your target audience doing online?
• Where can you support or lead a marketing initiative?
• What will the social media initiatives cost?
• What metrics are you assigning to each tactic?
• Are you ready for the long haul?
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21. Overcoming Social Media Hurdles: ROI
The Litmus Test
• Are there moments in time you can leverage for your brand/company?
e.g. product launches, special events, sponsorships
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• Is there renewable and/or shareable content to give to influencers?
Offer to media VIP influencers
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• Is there a way paid and earned media can work together?
Integration and cooperation can create synergy
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22. Case Studies
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Flickr: 713 Avenue

23. Social media experimenter: Weight Watchers
Opportunity
• Separate the Weight Watchers branded foods from the group
meetings side of the business, while promoting the brand to
new audiences
Strategy
• Promote the social media presence of Weight Watchers in a
new space; create a place consumers could go for news and
information
Action
• MSL created a Facebook fan page for “Weight Watchers
Supermarket Foods,” promote through influencer outreach
Insight
• The Weight Watchers Foods target consumers were
established social media users; using the same engaging
properties found on the brand’s MySpace page would attract
new consumers in other social media spaces
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24. Social media experimenter: Weight Watchers
Weight Watchers Supermarket Foods Fan
Page
Results
• 5,4000 fans
• Females make up 96% of fans
• 35% aged 35-44
• 37,000+ page views
• 85+ wall posts
• 40+ fan-generated discussion topics
Key Learnings
• Leveraging existing social media success
through a different channel resulted in
increased brand awareness and the creation
of more brand advocates
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25. Social media virgin: Underwriters Laboratories
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26. Social media virgin: Underwriters Laboratories
Video
Social
Blogs
Networking
Photo
Microblogging
Sharing
Mobile Micro-site
Microsite
Sweepstakes
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27. Social media pros: Wells Fargo

28. Thank you :)