Jamie Pappas discusses tools and technologies for social media success at Akamai. She outlines Akamai's vision to transform communications and engagement with key audiences through an integrated social media strategy. An important part of the strategy is building a framework to empower employees to participate in social media. Critical tools used include SocialEye, HootSuite, Radian6, Salesforce and Google Analytics to manage social media activities, engage audiences, track metrics and measure results across key channels and audiences.

1. Tools and Technologies for Social Media Success
@JamiePappas
Director, Brand Communications & Social Media @Akamai
NEDMA Marketing Technology Summit 2013

2. ©2013 AKAMAI | FASTER FORWARDTM
©2013 AKAMAI | FASTER FORWARDTM
#MTech13 @NEDMA | @JamiePappas @Akamai
Director, Brand Communications & Social Media
@Akamai Technologies
I have been focused on social social media, e2.0 and
enterprise communities for >8 years, digital for >10,
marketing for 15 years, with hands-on experience in:
• External social media communities
• External blogs
• External company-owned communities
• Internal e2.0 communities
• Internal blogs
• Executive blogging and social media
A little about me before we get started…

3. ©2013 AKAMAI | FASTER FORWARDTM
©2013 AKAMAI | FASTER FORWARDTM
#MTech13 @NEDMA | @JamiePappas @Akamai
Vision:
Transform the way Akamai communicates, engages and collaborates with our key audiences.
Strategy:
1. Integrate social media into all communications touch-points.
2. Embrace active listening.
3. Empower and encourage amplification.
We are building the framework and foundation to empower everyone at
Akamai to be social!
Social Marketing at Akamai

4. ©2013 AKAMAI | FASTER FORWARDTM
©2013 AKAMAI | FASTER FORWARDTM
#MTech13 @NEDMA | @JamiePappas @Akamai
An integrated suite of tools is critical to our success
SocialEye
• Pre-scheduled news/info
• Centralized engagement metrics
• Workflows, permissions and
content review
HootSuite
• Real-time monitoring
• Real-time engagement
Radian6
• Long-term metrics
• Trending topics/posts
• Launch/event buzz
• Brand sentiment
Salesforce
• Campaign integration
• Campaign tracking
• Lead gen/sales metrics
Google Analytics
• Social referral traffic
• Social exit traffic
• Benchmarking against
web traffic

5. ©2013 AKAMAI | FASTER FORWARDTM
©2013 AKAMAI | FASTER FORWARDTM
#MTech13 @NEDMA | @JamiePappas @Akamai
Audience Size Across Top 5 Channels
• Akamai has an audience of 61,000+ members across social (+144% over all of 2012)
• Social drove 217M+ views of Akamai content (+61% over all of 2012)
• Social drove 136,000+ mentions of Akamai and our products (+63% over all of 2012)
Facebook
43%
LinkedIn
Corporate
Page
37%
Twitter
17%
LinkedIn
Customer
Group
2%
YouTube
1%
Conversation Spread Across Top 10 Countries
Cloud
22%
Mobile
26%
Security
26%
Media
26%
Conversation Spread Across Pillar
U.S., 71%
New
Zealand,
14%
Japan,
13%
Indonesia,
12%
China, 10%
Venezuela,
9%
Ireland,
9%
Costa Rica,
8%
Germany,
7%
Greece, 7%
Measurement: 2013 Year-to-Date Snapshot