This document discusses how to meaningfully connect corporate digital and social strategies by integrating objectives, audiences, and messages. It provides guidance on engaging audiences through social media, measuring engagement through metrics, and assessing strategies. The overall goal is to inspire and engage communities by listening to and collaborating with audiences across digital channels.

1. Meaningful Connections:
The Integration of Social Outreach and Strategic Objectives

2. Corporate Digital Strategy
 Objectives
 Audiences
 Messages

3. Corporate Social Strategy
 Engagement
 Measurement
 Assessment

4. Your Objective
Inspire & Engage
“We want people to feel
ownership of this museum.
We ask them to tell us what
they think. We want to
engage our community.”
Brooklyn Museum

5. Your Audience
 Who
 What
 When
 Where
 Why

6. Your Audience Behaviors
Watch Share Comment Produce Curate
79.8% 61.2% 36.% 24.2% <1 %
5 Behaviors on the Social Web
(Altimeter Group: 2010 Socialgraphics)

7. Your Audience Connections
Mobile
750M users 50M registered users
50% access 50% access via mobile
via mobile
250M users 51M registered users
50% access *91% of mobile phones
via mobile have photo/video capability
10M users Over 2B views each day
100% access Over 100M mobile views
via mobile
(35,000 new users daily)

8. Your #1 Audience
Can I find you without knowing your name?

9. Your Message
 Connected
 Targeted
 Integrated

10. Engagement: Opportunities

11. Engagement: Listening to Learn
Digital Dashboards
 Hootsuite
 TweetDeck
 Google Alerts

12. Engagement: Your Voice
Blogging
In 2012, 43% of U.S.
companies
will use their blog for
marketing purposes
compared to
34% in 2010.
Added Value:
SEO & Mobile

13. Engagement: Your Community
Facebook
750M users
Opportunities:
Timeline (Mar. 30th)
Photo + Video
Apps + Events
B2B + B2C relations
Added Value:
SEO + Mobile

14. Engagement: Collaboration
 Public or
 Member-only

15. Engagement: Your Photo Story
Pin it
Share it
Grow it

16. Engagement: Content Strategy

17. Measurement
Social Triage
Discover
Evaluate
Respond

18. Measurement
Social Media Metrics
Frequency: When to post Trending: What to post
Location: Where to post Influencer: Who to post to

19. Measurement
Examples of ROI
Ex: Growth of network
Ex: Volume and tone of comments
Ex: Cost savings of social media vs.
traditional outreach

20. Assessment
On-Demand Reports
Objectives
Integrated with goals
Targeted to audience
Strategic to media
Opportunities
Observe and adapt
Analytical trends
Future events

21. Thank you!
Michael Winn
Chief Digital Officer
Digital Opps
@DigitalWINN
850-980-9222
mwinn@rboa.com