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BRW Social Media Presentation by Jeff Zelaya


Published on Social Media Presentation for Butler, Robbins & White- Global Revenue Recovery Firm & Think-Tank

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BRW Social Media Presentation by Jeff Zelaya

  1. 1. BRW’s <br />Social Media <br />& <br />Marketing Think Tank<br />Created by: Jeff Zelaya<br /> <br />
  2. 2. Overview<br />Social Media Introduction<br />6 Steps to Create BRW’s Social Media Plan<br />Interact, Brainstorm, Collaborate<br />Q & A<br />
  3. 3. What is Social Media?<br />“Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.”<br /><br />
  4. 4. Again ,What is Social Media?<br />An ongoing conversation that’s<br /> happening RIGHT NOW<br />A promotional channel for <br /> content distribution<br />A long-term return on efforts<br />A steady stream of information<br /> for:<br />Research<br />Feedback<br />Building Relationships<br />
  5. 5. Social Media Statistics<br />3 out of 4 people use social networks regularly<br />Social media has overtaken email as the #1 activity on the web<br />17% of all web usage<br />Over 200 Million Blogs<br />900,000 Blog Posts Everyday<br />34% Post opinions about companies, brands and products<br />93% of Social Media users believe companies should have a presence in social media<br />
  6. 6. Social Media Platforms<br />400 Million users, 20 million join fan pages everyday<br />5 Billion links are shared<br />35 years & older is fast growing segment<br />FB adds 100 million users in 6 months<br />
  7. 7. Social Media Platforms<br />Over 80 Million users<br />Over 10 Million daily updates <br />
  8. 8. Social Media Platforms<br /><ul><li>2nd largest search engine on the web
  9. 9. 4th largest site on the web
  10. 10. Over 1 Billion views per day</li></li></ul><li>How is Social Media used?<br /><ul><li>Customer Service
  11. 11. Feedback
  12. 12. Networking
  13. 13. Promotions
  14. 14. News/company update
  15. 15. Lead Generation
  16. 16. Referrals
  17. 17. Research</li></li></ul><li>Case Study: Martell Home Builders<br />SM Launch May 2007<br />Twitter, FB, YouTube, Blog<br />Sold 16 homes in 2007, 40 in 2008 and over 100 in 2009<br />
  18. 18. Case Study: Martell Home Builders<br />Customer Centric Strategy<br />Fresh Content helps SEO<br />YouTube videos<br />Weekly project photos<br />
  19. 19. Case Study: Martell Home Builders<br />Why were they successful?<br />Relationships w/ Customers<br />Transparency<br />Clear Goals<br />Vision<br />Streamlined<br />Sell experience<br />
  20. 20. Case Study: Broward Outreach<br />SM launched in May 2009<br />Twitter, FB, YouTube, Blog<br />Started with 10 regular volunteers<br />Last week we had 30+ volunteers<br />Over 200 total volunteers<br />Raised over $1,000 worth of <br /> donations<br />Created 3 Key Partnerships<br />
  21. 21. Case Study: Broward Outreach<br />
  22. 22. Case Study: Broward Outreach<br />Results: Top Volunteer Group Award!<br />
  23. 23. Creating a social media plan<br />Steps:<br />Preplanning <br />Listen to the conversation<br />Create target profile<br />Set goals<br />Join the conversation<br />Measure ROI<br />
  24. 24. Step 1: Preplanning<br />How does info flow in our industry?<br />Where do people get their info?<br />How do clients interact in our industry?<br />Do they hang out in networks?<br />What influences our clients?<br />
  25. 25. Step 1: Preplanning<br />What channels are we currently using?<br />Drip Marketing<br />Websites<br />Ads<br />Direct Mail<br />Newsletter<br />
  26. 26. Step 1: Preplanning<br />Who are we?<br />What do we want to be?<br />How can social media be used to compliment our business goals?<br />Make a list of questions<br />
  27. 27. Step 2: Listen<br />Secure our brand on SM platforms<br />Monitor Platforms<br />Google Alerts<br /><br />Technorati<br />Twitter Search<br />Radian6<br />
  28. 28. Step 2: Listen<br />Key Industry Influencers<br />Competitors<br />Industry news sources<br />Blog comments<br />Secure our Brand – BRW Inc.<br />Set up monitoring channels<br />
  29. 29. Step 3: Target Marget<br />Who is our target audience?<br />Research the networks that our target use<br />Market Segmentation<br />Demographic, Geographic, Psychographic, Behavior<br />Continually gather client info <br />Establish Target Profile<br />Create Labels<br />
  30. 30. Step 4: Set Goals<br />Brand Awareness<br />Increase Traffic / Opt-ins<br />Business Partnerships<br />Search Engine Results<br />Generate Leads<br />Reduce CRM costs & accuracy <br />Increase Revenue<br />Write Goals<br />
  31. 31. Step 5: Join the conversation<br />Awareness<br />Low Equity<br />Value & Fun<br />Qualify Fans & Followers<br />Engagement<br />Medium Equity<br />Increase long-term communication<br />Social Commerce<br />High Equity<br />Referrals, Exclusive Pricing, Reviews, Registration<br />
  32. 32. Step 5: Join the conversation<br />Calendar<br />Transparent & Authentic <br />Think Conversation, Not Campaign<br />Be the Expert in The Industry<br />Rules of Engagement<br />Expectations<br />
  33. 33. Step 6: Measure ROI<br />Non-financial<br />Visitors, Hits, Fans, Followers, Mentions<br />Financial<br />Sales, Revenue, Transactions, Coupons, Leads<br />“ROI does not have to be $$$ to be valuable.”<br />
  34. 34. Step 6: Measure ROI<br />Qualitative<br />Part of our industry’s conversation<br />Perception vs. Competitors<br />Key Relationships<br />Dialogue<br />Quantitative<br />Analytics<br />Mentions<br />SEO<br />Clicks<br />Subscribers<br />Fans<br />
  35. 35. Step 6: Measure ROI<br />Establish Baseline<br />Develop Activity Timelines<br />Look at Key Performance Indicators<br />Measure transactional precursors<br />Monitor Patterns & Prove Relationship<br />Track Activity<br />Set Up Analytic<br />Compare Metrics to Goals<br />
  36. 36. Thank you! <br /><br />