A Presentation Social Short

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A brief introduction to the context and actionable services for using social media to manage your brand and extend your marketing campaigns

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A Presentation Social Short

  1. 1. AYZENBERG GROUP Social Media: A little more conversation. A lot more action.Social Media: A little more conversation. A lot more action.
  2. 2. INTRODUCTION EVERYONE’S TALKING ABOUT SOCIAL MEDIA. WE’RE MAKING IT WORK…Social Media: A little more conversation. A lot more action.
  3. 3. INTRODUCTION “ XECUTIVES CERTAINLY KNOW WHAT E SOCIAL MEDIA IS. BUT FEW HAVE A DEEP UNDERSTANDING OF EXACTLY HOW IT INTERACTS WITH CONSUMERS TO EXPAND PRODUCT AND BRAND RECOGNITION, DRIVE SALES AND PROFITABILITY, AND ENGENDER LOYALTY”–McKinsey Quarterly – May 1st, 2012Social Media: A little more conversation. A lot more action.
  4. 4. INTRODUCTION HOW SOCIAL MEDIA INTERACTS WITH CONSUMERS 1. MONITOR 2. RESPOND 3. AMPLIFY 4. LEAD social channels for to consumers’ current positive Changes in sentiment trends/insight comments activity/tone or behavior Consider Brand Monitoring Crisis Management Referrals and Brand Content Recommendations Awareness Evaluate Product Launches Steps in the consumer decision journey Buy Target Deals, Offers Experience Customer Service Fostering Communities Customer Input Advocate Brand Advocay Bond Source: McKinsey Quarterly “Demystifying social media” 1st May 2012Social Media: A little more conversation. A lot more action.
  5. 5. MAKING IT WORKSocial Media: A little more conversation. A lot more action.
  6. 6. INTRODUCTION THE TEAM Rebecca Markarian Keith Pape Simon Ward Ayzenberg Team Executive Director Social Media VP Social and Mobile Media Director of Marketing 55 social media specialists, 15 years communication, social 16 years experience in digital, 20 years experience in branding, analysts and operatives within PR experience including leading mobile and social media including marketing, PR and digital/social a 100+ strong agency that’s the social presence for Land programs for Electronic Arts, and author of ‘5 ways to get Agile pioneered digital advertising and Rover, Seneca Foods and mor Sony and Cisco with Social and Content Marketing’ branded content    Social Media: A little more conversation. A lot more action.
  7. 7. INTRODUCTION THE RIGHT SERVICES 1. BRAND MODERATION = MONITOR AND RESPOND With community on Facebook, Twitter, YouTube, LinkedIn, Blogs, Forums more 2. CAMPAIGN AMPLIFICATION = AMPLIFY AND LEAD Targeted outreach to select bloggers and key community outreach members to amplify content, initiatives and campaigns 3. ANALYTICS …and sentiment reporting to build learning, reporting, measurement and ‘real time’ daily feedback 4. TRAINING CONSULTING Establish the right strategy and train to help equip the organization for successSocial Media: A little more conversation. A lot more action.
  8. 8. INTRODUCTION CLIENTSSocial Media: A little more conversation. A lot more action.
  9. 9. 1. BRAND MODERATIONSocial Media: A little more conversation. A lot more action.
  10. 10. 1. BRAND MODERATION | IN ACTION MODERATION OUTCOMESSocial Media: A little more conversation. A lot more action.
  11. 11. 1. BRAND MODERATION | OUR ACTION AN OPPORTUNITY FOR AGILE MARKETING We’re early champions of the power of Agile Marketing, ‘Test-Learn-Commit’ loops based on actual behavior, easy in theory, hard in practice, but… Social Brand Moderation Listening Platforms unlock the potential. Listen, feed back, then adapt marketing (small adjustments = big impact) Here are two of our real world client examples… Jayzee trailer Flashlight patchSocial Media: A little more conversation. A lot more action.
  12. 12. 2. CAMPAIGN AMPLIFICATIONSocial Media: A little more conversation. A lot more action.
  13. 13. 2. CAMPAIGN AMPLIFICATION | IN ACTION MICROSOFT XBOX The program that launched the two highest grossing day-one sales in XBox Live arcade history.Social Media: A little more conversation. A lot more action.
  14. 14. 2. CAMPAIGN AMPLIFICATION | OUR ACTION PLANNING • Identify the influencers • Understand their behaviors, motivations and triggers • Identify their platforms, media and channels • Develop the amplification strategy and influence journey CREATION • reate conversation. Conversation people can’t resist being a part of C • reate content to drive the conversation - engaging, contextually relevant and shareable C • .g. video, UGC, series, advergame, podcast, ad trailers E • evelop the influence journey assets required, e.g. microsites, landing pages, Facebook sites, YouTube channels, media D ACTION • roduction, Distribution and Monitoring… P • re-launch seeding and communication P • 60 degree activities 3 • aximize and amplify each asset, each message, each activity MSocial Media: A little more conversation. A lot more action.
  15. 15. 3. ANALYTICSSocial Media: A little more conversation. A lot more action.
  16. 16. 3. ANALYTICS | IN ACTIONSocial Media: A little more conversation. A lot more action.
  17. 17. 4. TRAINING CONSULTANCYSocial Media: A little more conversation. A lot more action.
  18. 18. 4. TRAINING CONSULTANCY | OUR ACTION Working together, we help clients form a long term social methodology for effective ongoing engagement, which can be implemented and maintained by your team. We help you create a program custom designed to: • Create a cohesive engagement marketing strategy with measurable objectives • Establish a system to monitor online reputation and identify actionable opportunities • Develop social network channels to deliver against objectives • Implement a detailed results reporting system • Train your team to action opportunities, and provide ongoing strategic assistanceSocial Media: A little more conversation. A lot more action.
  19. 19. THANK YOU Simon Ward sward@ayzenberg.com +1.626.327.5575 www.ayzenberg.comSocial Media: A little more conversation. A lot more action.

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