Olivier Blanchard's presentation from the Advanced Social Media Bootcamp at the Social Media Integration Conference in Atlanta, GA on October 22, 2010.
Solving for X: Why the Future of Business is ExperientialBrian Solis
Ā
Products don't define a brand, experiences do. Brian Solis explains why companies must shift from product-centric strategies to cultivating outstanding experiences to remain competitive. By Judith Aquino, TeleTech.
What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshowDr. William J. Ward
Ā
What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshow
Great resource from Spredfast. https://www.spredfast.com/
You can download the PDF from Spredfast here: What Are 8 Steps To A Successful Social Campaign Plan And Checklist? https://www.spredfast.com/social-media-strategies/social-campaign-planning-checklist
Building a Community of Half a Billion by Aatif Awan, VP Growth, LinkedInTraction Conf
Ā
LinkedIn grew from 500,000 members in 2003 to over 500 million members in 2016 through focusing on quality growth over quantity and investing in multiple scalable growth channels. The company identified viral growth through member connections and search engine optimization of profiles as its initial core growth channels. LinkedIn also emphasized continuous experimentation through A/B testing of new growth strategies and prioritizing efforts based on their potential impact on the core goal of creating economic opportunities for members.
Building Your Digital Dream Team - Guide for PR ProfessionalsGemma Craven
Ā
This document outlines the current state and future of digital marketing teams. It discusses the emergence of new roles like the Community Director to manage customer relationships across social media platforms. The future team structure is envisioned to include specialized centers of excellence for social analytics, strategy, and community management. Teams will also require sector platform specialists and an emphasis on contextual awareness design.
This document discusses using a "contextual lens" to drive innovation through consumer interaction data. Some key points:
- The contextual lens can be used for affinity clustering to understand how consumer context and defaults change.
- It can also be used to innovate new product offers by understanding emerging needs based on contextual data like phase of life changes.
- Adopting the contextual lens boosts market engagement and returns by personalizing experiences using contextual data and metrics like a "contextual experience index" score.
- The contextual lens is an inexpensive way to better understand digital consumers and innovate new offerings based on their emerging contextual needs and behaviors.
Live Webinar: The Sophisticated Marketer's Crash Course in Metrics & AnalyticsLinkedIn
Ā
Data accuracy, alignment, attribution challenges, and metrics varying across the buyer's journey are recipe for headaches for even the most Sophisticated Marketer.
Don't fret. In our upcoming webcast, LinkedIn's very own Sr. Content Marketing Manager, Megan Golden and Sr. Demand Generation Manager, Amanda Halle, will show you how you can get clear visibility into the impact of your programs throughout the purchase process.
UX Pillars: A guide for enterprise successInVision App
Ā
In a company of GoDaddy's size, driving a consistent UX mindset can be a challenge. GoDaddy's UX Director Josh Rossman describes the 4 UX pillars that keep GoDaddy design teams aligned on fundamentals, so they can solve problems in a way that aligns with company goals.
How To Dramatically Increase Client RetentionSEOReseller.com
Ā
Getting people to your site is easy but keeping them coming back is the challenge. Join Clayton Wood as he talks about how to increase client retention.
Solving for X: Why the Future of Business is ExperientialBrian Solis
Ā
Products don't define a brand, experiences do. Brian Solis explains why companies must shift from product-centric strategies to cultivating outstanding experiences to remain competitive. By Judith Aquino, TeleTech.
What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshowDr. William J. Ward
Ā
What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshow
Great resource from Spredfast. https://www.spredfast.com/
You can download the PDF from Spredfast here: What Are 8 Steps To A Successful Social Campaign Plan And Checklist? https://www.spredfast.com/social-media-strategies/social-campaign-planning-checklist
Building a Community of Half a Billion by Aatif Awan, VP Growth, LinkedInTraction Conf
Ā
LinkedIn grew from 500,000 members in 2003 to over 500 million members in 2016 through focusing on quality growth over quantity and investing in multiple scalable growth channels. The company identified viral growth through member connections and search engine optimization of profiles as its initial core growth channels. LinkedIn also emphasized continuous experimentation through A/B testing of new growth strategies and prioritizing efforts based on their potential impact on the core goal of creating economic opportunities for members.
Building Your Digital Dream Team - Guide for PR ProfessionalsGemma Craven
Ā
This document outlines the current state and future of digital marketing teams. It discusses the emergence of new roles like the Community Director to manage customer relationships across social media platforms. The future team structure is envisioned to include specialized centers of excellence for social analytics, strategy, and community management. Teams will also require sector platform specialists and an emphasis on contextual awareness design.
This document discusses using a "contextual lens" to drive innovation through consumer interaction data. Some key points:
- The contextual lens can be used for affinity clustering to understand how consumer context and defaults change.
- It can also be used to innovate new product offers by understanding emerging needs based on contextual data like phase of life changes.
- Adopting the contextual lens boosts market engagement and returns by personalizing experiences using contextual data and metrics like a "contextual experience index" score.
- The contextual lens is an inexpensive way to better understand digital consumers and innovate new offerings based on their emerging contextual needs and behaviors.
Live Webinar: The Sophisticated Marketer's Crash Course in Metrics & AnalyticsLinkedIn
Ā
Data accuracy, alignment, attribution challenges, and metrics varying across the buyer's journey are recipe for headaches for even the most Sophisticated Marketer.
Don't fret. In our upcoming webcast, LinkedIn's very own Sr. Content Marketing Manager, Megan Golden and Sr. Demand Generation Manager, Amanda Halle, will show you how you can get clear visibility into the impact of your programs throughout the purchase process.
UX Pillars: A guide for enterprise successInVision App
Ā
In a company of GoDaddy's size, driving a consistent UX mindset can be a challenge. GoDaddy's UX Director Josh Rossman describes the 4 UX pillars that keep GoDaddy design teams aligned on fundamentals, so they can solve problems in a way that aligns with company goals.
How To Dramatically Increase Client RetentionSEOReseller.com
Ā
Getting people to your site is easy but keeping them coming back is the challenge. Join Clayton Wood as he talks about how to increase client retention.
Webinar: How Salesforce.com drives B2B marketing ROI with LinkedIn Sponsored ...LinkedIn
Ā
The document discusses how Salesforce uses LinkedIn Sponsored Updates to drive marketing ROI. It outlines Salesforce's campaigns on LinkedIn, including creating valuable content, targeting premium audiences like senior executives, and optimizing performance. Salesforce achieves high lead conversion rates and ROI by engaging customers throughout their journey using technology to scale across teams. LinkedIn provides a unique professional forum for B2B advertisers to engage customers with content.
This document discusses predictive lead scoring and outlines key principles for success. It notes that current lead scoring converts only a small percentage of leads and predictive modeling can help by using digital data to find clues about potential customers. The document outlines four principles of prediction, five building blocks for predictive models, and four keys to success, including having realistic expectations, pilot programs, service level agreements, and feedback loops.
Context is King -- Building Meaningful Relationships with LinkedIn FollowersLinkedIn
Ā
This document discusses how context is important for building meaningful relationships with LinkedIn followers. It provides three key points:
1. Marketers need to adapt their messaging to different stages in the purchase funnel and tailor their conversations based on the context of their audience.
2. Building relationships early in the purchase process is important, as brands that are part of the initial consideration set are three times more likely to be purchased.
3. LinkedIn provides a unique professional context that makes it easier for marketers to develop deep, meaningful relationships with customers and prospects compared to personal social networks. Case studies show how targeting messages by profession or region on LinkedIn can significantly increase engagement.
Competency Snapshot: Commitment to building customer relationshipsTalent Management LLC
Ā
A great way to manage employee performance is to use a standardized method of defining competencies or a competency model. Talent Snapshot includes a model that has been validated by research done over 40 years.
Strategic roadmap for digital marketing an e-book-for-chief-marketing-officersDung Tri
Ā
This document provides a strategic roadmap for digital marketing. It includes sections on digital channels, marketing techniques, and optimization. The introduction provides an overview and framework for developing a coherent multi-channel digital marketing strategy. Subsequent articles from experts provide advice on topics like advertising, search marketing, social media, content marketing, and improving ROI and accountability. The goal is to help marketers design an effective digital strategy to engage customers and create value.
We created this infographic, The Case for B2B Marketing on LinkedIn, to help you prove LinkedInās potential as a platform, and to inspire you to measure the ROI of your own campaigns. Check it out to see:
-How B2B marketing on LinkedIn drives leads and revenue
-The value of LinkedIn for product launches
-More real-world results from B2B companies
Sometimes the biggest obstacle to developing an online marketing strategy is simply not knowing how to get started. But if you understand your buyers and know how you can help solve their problems, a strategy will naturally begin to take shape. Use this simple, interactive template to begin planning your next marketing or PR strategy.
This document provides 18 best practices for local search engine optimization (SEO). It begins by explaining what local SEO is and how search engines like Google work. Some of the key best practices include creating a Google My Business listing, optimizing titles, meta descriptions and images, increasing local citations, getting online reviews, and conducting keyword research. Following these practices can help small businesses attract more local customers and drive more traffic to their website.
Just when you think youāve mastered social mediaā¦ along comes UGC, the āvisual webā and SnapChat. We explore practical tips on how to adapt 6 key social media trends.
HubSpot uses LinkedIn Ads to precisely target marketing professionals by company, job title, and other attributes to promote its marketing software. It achieves clickthrough rates of 1-3% on LinkedIn Ads, over 60% higher than other social networks, and acquires high-quality leads at an average cost per click of $3. HubSpot is able to tailor messaging and test different offers to learn prospects' preferences and improve campaign performance over time.
Marketing Automation Meetup - Eloqua Lead ScoringDerek Bell
Ā
On the first Thursday of each month, we host a Marketing Automation Meetup. Generally supporting our Oracle Marketing Cloud Eloqua customers and prospects, these events provide a wide range of information and insight to support Modern Marketers. This event, held 16 April 2015, focussed on Lead Scoring.
Innovating digital 2020 : Digital Marketing trendsDave Chaffey
Ā
A presentation to Chartered Institute of Marketing members at the University of Wolverhampton. October 2019 covering 5 applications of data-driven marketing.
The Importance of an Always-on Content Strategy in Higher EducationLinkedIn
Ā
Data from LinkedIn Insights demonstrates how higher education marketers can drive reach, lift frequency, and optimize for engagement with an always-on content strategy.
Link Building: how to sell the idea to your CMO and manage your agency for re...Kaizen
Ā
Kirsten Beacock - Corporate Comms and PR EMEA @ Lastminute.com
Having been in Digital PR for more than a decade, Kirsten will explore her tips on working with agencies to get real results. Sheāll cover everything from how to nail the brief to how to sell link building in-house to the CMO and beyond.
This document provides advice on building a side project into a profitable business by starting small and focusing on customer needs. It recommends choosing a product that solves a problem people will pay for, requires minimal users to be useful, and has existing competition. The document also discusses how to make time for side projects, manage growth while keeping an existing job, use small iterative releases, and market the product through content, sponsorships and paid ads targeted at relevant communities. The overall message is to focus on solving customer problems over features and valuing steady progress over rapid growth.
Mina Seetharaman - Thought Leadership Disrupted Julia Grosman
Ā
This document summarizes the results of a survey on thought leadership content. It finds that audiences are experiencing content overload, leading them to be more selective in the content they consume. However, marketers plan to increase their output of thought leadership despite poor engagement rates currently. The document provides six new rules for effective thought leadership, including knowing your audience, involving outside experts, focusing on quality over quantity, and positioning yourself as a thought partner rather than leader.
The document provides an overview of content marketing strategies and best practices. It discusses the key factors for content marketing success, including having a documented content strategy, publishing quality content consistently, and mapping content to the consumer journey. It also discusses companies that are doing content marketing well, such as SAP's use of a "content hub" to attract early-stage leads through helpful content. The document emphasizes the importance of understanding the buyer journey and addressing prospects' needs at each stage through different content types and topics. It also stresses the importance of measuring content marketing ROI.
The presentation discusses how to evaluate the return on investment of social media initiatives for businesses and non-profits by establishing clear objectives, measuring relevant metrics at each stage of the customer journey, from awareness to transactions, and determining if social media activities positively impacted key performance indicators like revenue, membership, or donations. It emphasizes that non-financial impacts alone do not constitute ROI, and that social media must ultimately drive customer behaviors and financial outcomes to deliver a return on investment.
Social media marketing presentation at #fusionmex by Olivier Blanchard - @the...i-SCOOP
Ā
Keynote covering intelligent use, planning and integration of social media marketing in the enteprise, given by Olivier Blanchard (@thebrandbuilder) at Fusion Marketing Experience (#fusionmex) Brussels on March 23, 2011.
Webinar: How Salesforce.com drives B2B marketing ROI with LinkedIn Sponsored ...LinkedIn
Ā
The document discusses how Salesforce uses LinkedIn Sponsored Updates to drive marketing ROI. It outlines Salesforce's campaigns on LinkedIn, including creating valuable content, targeting premium audiences like senior executives, and optimizing performance. Salesforce achieves high lead conversion rates and ROI by engaging customers throughout their journey using technology to scale across teams. LinkedIn provides a unique professional forum for B2B advertisers to engage customers with content.
This document discusses predictive lead scoring and outlines key principles for success. It notes that current lead scoring converts only a small percentage of leads and predictive modeling can help by using digital data to find clues about potential customers. The document outlines four principles of prediction, five building blocks for predictive models, and four keys to success, including having realistic expectations, pilot programs, service level agreements, and feedback loops.
Context is King -- Building Meaningful Relationships with LinkedIn FollowersLinkedIn
Ā
This document discusses how context is important for building meaningful relationships with LinkedIn followers. It provides three key points:
1. Marketers need to adapt their messaging to different stages in the purchase funnel and tailor their conversations based on the context of their audience.
2. Building relationships early in the purchase process is important, as brands that are part of the initial consideration set are three times more likely to be purchased.
3. LinkedIn provides a unique professional context that makes it easier for marketers to develop deep, meaningful relationships with customers and prospects compared to personal social networks. Case studies show how targeting messages by profession or region on LinkedIn can significantly increase engagement.
Competency Snapshot: Commitment to building customer relationshipsTalent Management LLC
Ā
A great way to manage employee performance is to use a standardized method of defining competencies or a competency model. Talent Snapshot includes a model that has been validated by research done over 40 years.
Strategic roadmap for digital marketing an e-book-for-chief-marketing-officersDung Tri
Ā
This document provides a strategic roadmap for digital marketing. It includes sections on digital channels, marketing techniques, and optimization. The introduction provides an overview and framework for developing a coherent multi-channel digital marketing strategy. Subsequent articles from experts provide advice on topics like advertising, search marketing, social media, content marketing, and improving ROI and accountability. The goal is to help marketers design an effective digital strategy to engage customers and create value.
We created this infographic, The Case for B2B Marketing on LinkedIn, to help you prove LinkedInās potential as a platform, and to inspire you to measure the ROI of your own campaigns. Check it out to see:
-How B2B marketing on LinkedIn drives leads and revenue
-The value of LinkedIn for product launches
-More real-world results from B2B companies
Sometimes the biggest obstacle to developing an online marketing strategy is simply not knowing how to get started. But if you understand your buyers and know how you can help solve their problems, a strategy will naturally begin to take shape. Use this simple, interactive template to begin planning your next marketing or PR strategy.
This document provides 18 best practices for local search engine optimization (SEO). It begins by explaining what local SEO is and how search engines like Google work. Some of the key best practices include creating a Google My Business listing, optimizing titles, meta descriptions and images, increasing local citations, getting online reviews, and conducting keyword research. Following these practices can help small businesses attract more local customers and drive more traffic to their website.
Just when you think youāve mastered social mediaā¦ along comes UGC, the āvisual webā and SnapChat. We explore practical tips on how to adapt 6 key social media trends.
HubSpot uses LinkedIn Ads to precisely target marketing professionals by company, job title, and other attributes to promote its marketing software. It achieves clickthrough rates of 1-3% on LinkedIn Ads, over 60% higher than other social networks, and acquires high-quality leads at an average cost per click of $3. HubSpot is able to tailor messaging and test different offers to learn prospects' preferences and improve campaign performance over time.
Marketing Automation Meetup - Eloqua Lead ScoringDerek Bell
Ā
On the first Thursday of each month, we host a Marketing Automation Meetup. Generally supporting our Oracle Marketing Cloud Eloqua customers and prospects, these events provide a wide range of information and insight to support Modern Marketers. This event, held 16 April 2015, focussed on Lead Scoring.
Innovating digital 2020 : Digital Marketing trendsDave Chaffey
Ā
A presentation to Chartered Institute of Marketing members at the University of Wolverhampton. October 2019 covering 5 applications of data-driven marketing.
The Importance of an Always-on Content Strategy in Higher EducationLinkedIn
Ā
Data from LinkedIn Insights demonstrates how higher education marketers can drive reach, lift frequency, and optimize for engagement with an always-on content strategy.
Link Building: how to sell the idea to your CMO and manage your agency for re...Kaizen
Ā
Kirsten Beacock - Corporate Comms and PR EMEA @ Lastminute.com
Having been in Digital PR for more than a decade, Kirsten will explore her tips on working with agencies to get real results. Sheāll cover everything from how to nail the brief to how to sell link building in-house to the CMO and beyond.
This document provides advice on building a side project into a profitable business by starting small and focusing on customer needs. It recommends choosing a product that solves a problem people will pay for, requires minimal users to be useful, and has existing competition. The document also discusses how to make time for side projects, manage growth while keeping an existing job, use small iterative releases, and market the product through content, sponsorships and paid ads targeted at relevant communities. The overall message is to focus on solving customer problems over features and valuing steady progress over rapid growth.
Mina Seetharaman - Thought Leadership Disrupted Julia Grosman
Ā
This document summarizes the results of a survey on thought leadership content. It finds that audiences are experiencing content overload, leading them to be more selective in the content they consume. However, marketers plan to increase their output of thought leadership despite poor engagement rates currently. The document provides six new rules for effective thought leadership, including knowing your audience, involving outside experts, focusing on quality over quantity, and positioning yourself as a thought partner rather than leader.
The document provides an overview of content marketing strategies and best practices. It discusses the key factors for content marketing success, including having a documented content strategy, publishing quality content consistently, and mapping content to the consumer journey. It also discusses companies that are doing content marketing well, such as SAP's use of a "content hub" to attract early-stage leads through helpful content. The document emphasizes the importance of understanding the buyer journey and addressing prospects' needs at each stage through different content types and topics. It also stresses the importance of measuring content marketing ROI.
The presentation discusses how to evaluate the return on investment of social media initiatives for businesses and non-profits by establishing clear objectives, measuring relevant metrics at each stage of the customer journey, from awareness to transactions, and determining if social media activities positively impacted key performance indicators like revenue, membership, or donations. It emphasizes that non-financial impacts alone do not constitute ROI, and that social media must ultimately drive customer behaviors and financial outcomes to deliver a return on investment.
Social media marketing presentation at #fusionmex by Olivier Blanchard - @the...i-SCOOP
Ā
Keynote covering intelligent use, planning and integration of social media marketing in the enteprise, given by Olivier Blanchard (@thebrandbuilder) at Fusion Marketing Experience (#fusionmex) Brussels on March 23, 2011.
Getting Digital Webinar 3: Tracking ImpactHannah Rudman
Ā
This document provides guidance on developing a digital engagement plan and tracking its impact. It recommends deciding on objectives, setting targets, and considering call to action. It also suggests identifying the target audience and relevant digital platforms. Finally, it outlines various qualitative and quantitative metrics that can be tracked, such as awareness, customer happiness, website visits, social media followers, and sales. Tracking metrics helps assess the plan's value and determine if refinement is needed.
The document provides guidance on developing an effective social media strategy and practice for clients. It emphasizes focusing on clients' objectives first before developing tactics. Social media should be integrated with traditional marketing and support key goals like increasing sales, customer loyalty, or public relations. The document also outlines services an agency can provide, like social listening, community management, and crisis response. It stresses the importance of measurement by setting targets and defines metrics for each objective.
PR firms need to evolve their social media practices to better serve clients. Simply building social media presences is not enough - agencies must own digital crisis planning, reputation management through monitoring, and training other roles. The key is establishing clear objectives with clients focused on goals like new customers or sales, not just vanity metrics. Agencies should create service strategies around reputation, crisis, and community management tailored to objectives.
The only way to truly know if your social media efforts are working for you is to measure your results. We cover some easy and more in depth ways to measure your social media success.
This document discusses how social media can be effectively utilized by businesses. It notes that social media plugs into all business functions, not just marketing, and outlines various ways social media can help businesses, including sales, customer support, human resources, public relations, and customer loyalty. The document provides 10 rules for using social media, such as having a plan, focusing on business goals not just metrics, and using social media to become a better company. It emphasizes defining objectives and targets for social media use based on business goals.
The document discusses social media policies for businesses. It provides examples of what should be covered in a social media policy, including roles and responsibilities, appropriate use of social media, and best practices. A good social media policy instructs employees on using social media for business purposes while protecting the company. It can help businesses increase their marketing potential and prevent issues from arising from employees' social media use. The policy should be flexible, reasonable, and complement existing company guidelines and rules.
The document discusses social media policies for businesses. It provides examples of what to include in a social media policy such as mission statements, style guides, roles and responsibilities. It explains why businesses need social media policies to avoid risks and crises, and instruct employees on appropriate social media use. The summary also mentions that social media can be used for recruitment by advertising jobs and screening applicants. Best practices for social media policies include being flexible, reasonable, and focusing on objectives rather than banning behaviors.
Search And Success: How To Make Your Website, Content And SEO Pay OffMichael Hackmer
Ā
You know SEO, content and social media are important to your marketing because everyone keeps telling you they are. But what not enough marketers know is how to make those tactics actually pay off in increased leads, sales and ROI.
This presentation covers how to tie it all together with an information architecture and conversion strategy that will not only bring in more traffic, but help you turn more of that traffic into growth on the bottom line. Including how to:
- Identify your target audience and the messaging you need to reach them
- Build an information architecture that naturally enables SEO and social marketing
- Develop a content marketing library that wins business
- And, converting more visitors into leads, leads into sales, and sales into long-term ROI
Sponsored by LogMyCalls
The Presentation Agenda
1) Background (Terms, B2B And B2C Marketing Trends, SEO, ETC)
2) Consumer Trends Worth Noting
3) Identifying Your Customers
4) What Is Information Architecture And Why Is It Important?
5) SEO And Content Marketing That Wins Business
6) Measuring Results And Converting To Sales
7) Building Your Social Media Strategy
8) Time And Resource Management
Questions? Please contact Michael Hackmer, Found, Social Web Tactics, at: 703-362-1586. Email: michaelhackmer@socialwebtactics.com
The document discusses best practices for using social media. It provides statistics on popular social media platforms and their users. It also gives examples of how companies have successfully used social media for customer engagement, collaboration, and innovation. The document advocates developing social media strategies that are aligned with business objectives and establishing governance policies and metrics to measure initiatives.
Is social media the new direct marketing - 3 march 2011 -- slideshareRon Jacobs
Ā
No one believes that Social Media Marketing is the new Direct Marketing, but it is making an impact everything that we do. Social Media Marketing's ability to capture huge amounts of data, is something that every marketer should be aware of, no matter if they choose to take advantage of it or not. This presentation was given to the Detroit Direct Marketing Association on 3 March 2011.
The document discusses how to develop and measure the ROI of social media programs for organizations. It provides an overview of integrating social media, choosing platforms based on objectives, and establishing guidelines. It also discusses how to use social media to support brands through listening, engaging customers, and crisis management. The document outlines steps to measure ROI, including establishing baselines, monitoring mentions, and looking at sales data to identify relationships between social media activities and financial outcomes.
Coverings2011: Practical Marketing - Digital Visibility for Small BusinessesSimple Marketing Now LLC
Ā
Marketing and promoting your business matter now more than ever in a world where customers educate themselves online first. You must be digitally visible. The challenge for many small businesses is finding the resources [including people] to market effectively while also running day-to-day operations. How then to prioritize what you do so you donāt neglect activities that connect with customers online and offline, while also delivering business results? The solution has to do with thinking about how you deliver value to customers, while creating content that addresses customersā needs.
Presentation by Doug Hay, CEO of Doug Hay & Associates covering how to integrate the various elements to maximize the ROI for small and medium businesses.
Social Media Marketing for Insurance Professionals - AgencyONEbethjbates
Ā
This document provides an overview of social media strategy for insurance professionals. It discusses why professionals should engage with social media, including building trust, encouraging engagement, and increasing website traffic. It emphasizes the importance of listening to understand customers and influencers. The document also covers determining goals and measuring success, as well as tactics for LinkedIn, Facebook, blogging, and compliance. Professionals are advised to integrate social media into their overall marketing strategy consistently and through calls to action.
Interactive marketing strategies for financial services companiesDavid Mullings
Ā
The document discusses interactive marketing strategies for financial services companies. It outlines various digital marketing channels such as email marketing, banner ads, search engine marketing, social media, blogging, video/podcasts, and mobile/location-based services. It emphasizes engaging with customers through conversation rather than interruptions and highlights the importance of measuring engagement over just clicks or followers.
Non Profit Social Media Workshop PresentationIan Utile
Ā
This document discusses social media and its potential value for non-profit organizations. It provides statistics on global internet and social media usage. It also includes case studies on using platforms like Twitter, Facebook and YouTube. The document discusses challenges like determining return on investment and allocating resources. Key metrics for non-profits that could benefit include increased donations, membership, volunteerism and engagement. Monitoring tools are presented to help track online mentions and conversations.
Similar to Olivier Blanchard Presentation from SMIATL 2010 (20)
The document discusses building relationships through social media. It emphasizes that relationships require work over time and provides tips for connecting with others online, such as finding influencers, asking people questions, giving value as a resource, and maintaining relationships. The overall message is that developing strong relationships can lead to increased traffic, leads, revenue and other business benefits, but relationships are an investment that require incubation before seeing results.
The document discusses reasons for being on social media. It notes that marketers should socialize their business strategy rather than devising a social media strategy. A key reason for using social media is to get to know customers by listening to better understand their wants and build brand experience. Successful social media uses focus on engaging authentically with customers in a conversational manner.
This document provides a primer on copyright law, fair use, and defamation in the digital world. It discusses key concepts such as what constitutes defamation, protections for republishing content, and examples of statements that have been ruled as defamatory or not defamatory. It also covers copyright law and fair use, explaining what is and isn't allowed under fair use such as commentary, criticism, or using portions of works for educational purposes. Specific cases involving online reviews, social media posts, and linking vs copying content are also summarized.
This document discusses Arby's focus on mobile engagement to reach customers. It outlines Arby's mobile roadmap, including optimizing the mobile website for convenience, implementing mobile messaging through check-ins and social media apps like Foursquare and Instagram, developing branded mobile apps, and running mobile-optimized promotions and advertising. The summary highlights Arby's growth in mobile messaging subscribers and discusses both successes like leveraging in-store touchpoints and challenges around compatibility and educating customers.
The document discusses influencer marketing and provides tips for gaining the attention of top brands. It defines influencer marketing and explains that brands work with influencers to drive conversations and generate content. It then discusses how accidental influencers emerged online and qualities brands consider like reach, relevance, resonance, and relationship. Examples of successful campaigns are provided before six tips for increasing influence, such as expanding online/offline reach, increasing relevance, engagement, and building relationships with brands and networks.
This document provides an overview of Kennesaw State University's social media presence and strategies from 2010-2013. It discusses the initial creation of Facebook and Twitter accounts used primarily for news, the hiring of a social media specialist, and their efforts to expand the university's presence on other platforms like LinkedIn, Google+, and YouTube. Metrics on growth and engagement are presented for Facebook and Twitter, as well as tactics for boosting content and audiences. Challenges and lessons learned are also reviewed.
The document discusses how to use social media to grow your business by making real-life connections. It recommends setting goals for social media engagement and choosing platforms where your target audience spends time. The key is to become a "detective" by researching people on social media before meetings. Building relationships involves starting conversations, offering help without asking for anything in return, and nurturing connections over time through ongoing engagement on multiple platforms. The end goal is meeting people in person and strengthening those relationships.
Superstorm Sandy overwhelmed the American Red Cross with relief needs in 11 states. The Red Cross raised $254 million for relief efforts, spending $145 million immediately and reserving $109 million for long-term assistance. Social media played a key role in fundraising and communications, with two staff dedicated to managing Red Cross social media accounts. The Red Cross continues relief work and aims to support survivors until all donated funds are spent.
This document provides a 10-step social media game plan for non-profits to help them effectively utilize social media. It begins with evaluating current social media strategy and channels. It then discusses training stakeholders on social media, listening to conversations on channels, sharing engaging content, and monitoring engagement. The document also covers strategies like creating editorial calendars and setting goals. It emphasizes measuring results and re-evaluating periodically to improve social media performance. The overall message is that social media requires dedication but can help non-profits increase awareness, support, and engagement if done strategically.
This document provides an overview of social media strategies for non-profits. It discusses how non-profits can use social media to appeal to non-members, bring value to members, cause membership participation, urge volunteering, and do community outreach. It then focuses on using Facebook, Twitter, and LinkedIn, with suggestions like posting valuable content twice daily and having a 4-1-1 posting ratio. The document also discusses metrics like the Social Media Power 100 formula and transitioning communications from social media to other channels like email and in-person events.
The document discusses curating content and the ethical and practical considerations around it. It provides tips for curating content within fair use guidelines, such as only using portions of headlines and articles, limiting the number used from single sources, prominently identifying sources, and linking to original sources when possible. The overall goals are for a content curation solution that enables customized newsletters while maintaining compliance with copyright.
This document discusses how to optimize one's LinkedIn profile and online presence to increase visibility and credibility to recruiters and opportunities. It recommends six strategies: 1) Increase visibility on LinkedIn, 2) Make the profile more credible through endorsements and recommendations, 3) Join relevant groups, 4) Monitor who views the profile, 5) Identify and engage with potential connections, and 6) Establish additional online feeds to post updates proactively. The document emphasizes that a good LinkedIn profile alone is not enough and these strategies can help make one more discoverable and credible online.
The document discusses how businesses can use social media and local events to engage customers and build their audience. It recommends that businesses collect information from existing customers through social media to cultivate relationships. Businesses should then promote their local events on social media and offer incentives like check-in specials to encourage customers to spread positive word of mouth advertising. If done correctly, this strategy can help businesses develop a passionate local audience.
1) The document contrasts the differing philosophies of Mark Zuckerberg and Christopher Poole regarding transparency and anonymity online. Zuckerberg believes in complete transparency with one single identity, while Poole advocates for some level of anonymity.
2) As their companies Facebook and 4chan grew, both Zuckerberg and Poole moved their stances somewhat towards the center, adding more options for control and verification while still maintaining aspects of their original philosophies.
3) The challenges of context collapse online, where audiences are unknown, shape how the tools of Facebook and 4chan evolved regarding transparency versus anonymity for their users.
The document discusses the role of new media like blogs, podcasts, and social media in how news and information is shared, especially during times of crisis when traditional media is restricted. It references how CNN's Ben Wedeman used Twitter to report from Cairo during the crackdown when no other communication methods were available. The document also briefly touches on how new media allows for direct communication between reporters and audiences through comments and sharing news, as well as how there are generally no set rules for new media compared to traditional news outlets.
FanBolt is a website that started in 2002 and has since had 7 redesigns. It currently has over 99,500 registered members and averages 1.1 million hits per month. The site hosts over 3 million forum posts and has held over 875 contests with over $200,000 in prizes. The document provides tips for starting a blog or website including specifying goals, developing content, being consistent, building a community, optimizing for search engines, using social media, tracking traffic, and monetizing the site. It also describes some of FanBolt's press opportunities, set visits to television shows, and goals for future speaking engagements, sponsorships and events. The overall message is about creating a loyal fan
This document provides guidance on using Twitter to engage audiences at conferences and events. It discusses choosing memorable hashtags, searching for existing hashtags, setting the right tone on Twitter, moderating conversations, keeping tweets concise and answer, and continuing the conversation after the event ends. The overall message is that Twitter can be used to interact with audiences and get feedback to improve future events.
The document discusses how social media has evolved the sales process. It recommends that salespeople understand buyers are now in control, educated, and want solutions rather than pitches. It outlines benefits of social selling like brand awareness and lead generation. It provides tips for using social media effectively like developing compelling content, searching LinkedIn, and creating credibility. Executives want salespeople to understand their issues and propose solutions at the right time. The document advises salespeople to create a social media plan and track results to build loyalty.
More from Center for Sustainable Journalism at Kennesaw State University (20)
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
Ā
The Radar reflects input from APCOās teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
ā¼ā·āæāŗā»ā·ā½ā·ā¼ā½ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Final ank Satta Matka Dpbos Final ank Satta Matta Matka 143 Kalyan Matka Guessing Final Matka Final ank Today Matka 420 Satta Batta Satta 143 Kalyan Chart Main Bazar Chart vip Matka Guessing Dpboss 143 Guessing Kalyan night
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
Best practices for project execution and deliveryCLIVE MINCHIN
Ā
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
The Steadfast and Reliable Bull: Taurus Zodiac Signmy Pandit
Ā
Explore the steadfast and reliable nature of the Taurus Zodiac Sign. Discover the personality traits, key dates, and horoscope insights that define the determined and practical Taurus, and learn how their grounded nature makes them the anchor of the zodiac.
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Ā
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
Ā
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Ā
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoftās Digital Transformation Framework
McKinseyās Ten Guiding Principles of Digital Transformation
Forresterās Digital Transformation Framework
IDCās Digital Transformation MaturityScape
MITās Digital Transformation Framework
Gartnerās Digital Transformation Framework
Accentureās Digital Strategy & Enterprise Frameworks
Deloitteās Digital Industrial Transformation Framework
Capgeminiās Digital Transformation Framework
PwCās Digital Transformation Framework
Ciscoās Digital Transformation Framework
Cognizantās Digital Transformation Framework
DXC Technologyās Digital Transformation Framework
The BCG Strategy Palette
McKinseyās Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Ā
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
Profiles of Iconic Fashion Personalities.pdfTTop Threads
Ā
The fashion industry is dynamic and ever-changing, continuously sculpted by trailblazing visionaries who challenge norms and redefine beauty. This document delves into the profiles of some of the most iconic fashion personalities whose impact has left a lasting impression on the industry. From timeless designers to modern-day influencers, each individual has uniquely woven their thread into the rich fabric of fashion history, contributing to its ongoing evolution.
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Ā
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
šš§šÆšš¢š„ šš”š š š®šš®š«š šØš šš§šš«š š² šššš¢šš¢šš§šš² š°š¢šš” ššššššššāš¬ ššššš¬š ššššš«š¢š§š š¬
Explore the details in our newly released product manual, which showcases NEWNTIDE's advanced heat pump technologies. Delve into our energy-efficient and eco-friendly solutions tailored for diverse global markets.
1. Social Media Program
Planning & R.O.I.
olivier alain blanchard
@thebrandbuilder
Social Media Integration Conference
Atlanta, GA
22 October 2010
#SMIATL
2. Training
Social Media Program Integration
for C-Suite executives,
Managers and organizations.
Consulting
- Brand Mgmt.
- Online Reputation Mgmt.
- Social Web & New Media
ā¦ and the blog.
What do I do?
Advisory Board Shenanigans
3.
4. First Rule: The tools are the tools. The tools are not the thing.
6. Ways in which Social Media can help a business:
Sales
Net New Customers, Increased Frequency of Transactions, promo exposure
Increased yield (average $ value per transaction), and product penetration
Customer Support
Immediate feedback and response, positive impact in public forum, cost reduction
Human Resources
More effective recruiting, online monitoring of employee behavior (risk management)
Public Relations
Online Reputation Management, improved brand image via Social Web
Customer Loyalty
Increased interactions, better quality of interactions, deeper relationship with brand,
Increased trust in brand, increased mindshare of brand, greater values alignment
Business Intelligence
7. āThe community closes the sale.ā
- Porter Gale (@virginamerica)
Virgin America invests in the good will of customers, simply by publicly
acknowledging and supporting them in the same channels where theyāre
communicating.
28. The customer lifecycle funnel
Acquisition Development Retention
You are here You also need to build here
Create something worthwhile ļ Let the community share it
32. What many organizations forgot to ask
before getting into the Social space:
āWhat are we trying to accomplish?ā
Define the objective FIRST.
THEN come up with the tactics.
33. Tactics donāt dictate the objective.
You knowā¦
What this team really needs
Is more Social Media!
And more followers too!
NO
38. Customer Support
Market Research
Online Reputation Management
Community Management
Consumer Insights
Recruiting
Business Development
Sales
P.R.
Business Measurement
Marketing
Education
Thought Leadership
Search/SEO Mobility
How Social Media plugs into business functions
Customer Acquisition
39. Ways in which Social Media can help a business:
Sales
Net New Customers, Increased Frequency of Transactions, promo exposure
Increased yield (average $ value per transaction), and product penetration
Customer Support
Immediate feedback and response, positive impact in public forum, cost reduction
Human Resources
More effective recruiting, online monitoring of employee behavior (risk management)
Public Relations
Online Reputation Management, improved brand image via Social Web
Customer Loyalty
Increased interactions, better quality of interactions, deeper relationship with brand,
Increased trust in brand, increased mindshare of brand, greater values alignment
Business Intelligence
Know Everything. (No, really.)
40. Awareness
Do enough people know about us? Do enough people think about us?
Context
Do people think of us in the right way?
Value
Do people understand our value? What we offer?
Relevance
Do people appreciate our value to them?
Catalysts
Do people have a reason to think about us? To engage with us? To buy into us?
Brand Management: Momentum Drivers
41. Social media is there to drive,
amplify and reinforce all of these things:
Awareness
Context
Value
Relevance
Interactions
Transactions
Leveraging Social Communications
43. Where do you want to start?
Sales
Net New Customers, Increased Frequency of Transactions, promo exposure
Increased yield (average $ value per transaction), and product penetration
Customer Support
Immediate feedback and response, positive impact in public forum, cost reduction
Human Resources
More effective recruiting, online monitoring of employee behavior (risk management)
Public Relations
Online Reputation Management, improved brand image via Social Web
Customer Loyalty
Increased interactions, better quality of interactions, deeper relationship with brand,
Increased trust in brand, increased mindshare of brand, greater values alignment
Business Intelligence
Know Everything. (No, really.)
44. Build your program based on these objectives
Sales
Net New Customers, Increased Frequency of Transactions, promo exposure
Increased yield (average $ value per transaction), and product penetration
Customer Support
Immediate feedback and response, positive impact in public forum, cost reduction
Human Resources
More effective recruiting, online monitoring of employee behavior (risk management)
Public Relations
Online Reputation Management, improved brand image via Social Web
Customer Loyalty
Increased interactions, better quality of interactions, deeper relationship with brand,
Increased trust in brand, increased mindshare of brand, greater values alignment
Business Intelligence
Know Everything. (No, really.)
45. Set targets. Be specific. Be clear.
Monitoring...?
Engagingā¦?
46. Build your program based on these objectives
Sales
Net New Customers, Increased Frequency of Transactions, promo exposure
Increased yield (average $ value per transaction), and product penetration
Customer Support
Immediate feedback and response, positive impact in public forum, cost reduction
Human Resources
More effective recruiting, online monitoring of employee behavior (risk management)
Public Relations
Online Reputation Management, improved brand image via Social Web
Customer Loyalty
Increased interactions, better quality of interactions, deeper relationship with brand,
Increased trust in brand, increased mindshare of brand, greater values alignment
Business Intelligence
Know Everything. (No, really.)
47. Set targets for each program
Sales
Net New Customers: How many? What time frame? How? How does SM fit in?
Customer Support
cost reduction: What is the cost reduction target? How can we do it?
Public Relations
Online Reputation Management: Define parameters. How will we gauge success?
Improved brand image via Social Web: Set targets. How will we measure this?
Customer Loyalty
Increased mindshare: Set targets and method. How will we measure success?
Business Intelligence
Know Everything: Enhance BI practice. What do we want to know? Can SM help us
gather data and insights? How will we do this? What tools do we need? Etc.
48. Goals are not targets
Increase net new customers
Increase sales revenue
Increase net unique website visitors
Increase the number of followers
Increase market share
Increase positive sentiment
Increase positive recommendations/WOM
Increase mindshare
Attract better talent
Amplify marketing efforts
Increase customer participation
Improve reputation with investors
49. Set targets. Be specific. Be clear.
+500 net new transacting customers this Q
+13% sales revenue YoY
+8000 net new website visitors this M
200 Net new followers this W
+3% more market share YoY
100% increase in pos.sentiment
50. How will you measure this?
+500 net new transacting customers this Q
+13% sales revenue YoY
+8000 net new website visitors this M
200 Net new followers this W
+3% more market share YoY
100% increase in pos.sentiment
51. What departments in your company
are tasked with meeting those objectives?
Marketing?
PR?
Customer Service?
Biz Dev?
(Who owns these functions now?)
55. Planning for Social Media Integration
Marketing Customer
Service
Public
Relations
HR IT
Advertising
Reputation
Mgmt.
Business
Dvlpmt.
Legal
Customer
Support
Collaboration
Business Functions Business Processes
Measurement
Data Analysis
Internal
Communications
Research
How does Social Media
fit into and across my
organization?
65. Okay, so how
do we make
this happen?
Thinking. Planning. Deploying.
66. Three-Step Process
Step 1: Strategy & development
Identifying goals
Identifying key departments
Developing strategies and tactics
Setting targets and budgets
Clarifying intent
Providing direction
67. Three-Step Process
Step 1: Strategy & development
Step 2: Operational Deployment
Identifying goals
Identifying key departments
Developing strategies and tactics
Setting targets and budgets
Clarifying intent
Providing direction
Getting departments up to speed
Training staff
Enabling technology and tools
Creating the internal infrastructure
Working with Legal, IT, HR, etc.
Creating guidelines
Developing the organization
Continuous improvement
68. Three-Step Process
Step 1: Strategy & development
Step 2: Operational Deployment
Step 3: Management & Execution
Identifying goals
Identifying key departments
Developing strategies and tactics
Setting targets and budgets
Clarifying intent
Providing direction
Getting departments up to speed
Training staff
Enabling technology and tools
Creating the internal infrastructure
Working with Legal, IT, HR, etc.
Creating guidelines
Developing the organization
Continuous improvement
Community management
Online reputation management
Monitoring
Measurement
Digital customer support
Internal collaboration
Etc.
69. Managing a fully deployed program
VP Social Communications
Developed the Social Communications Infrastructure
Oversees SM activity
Coordinates SM activity
Provides leadership + Support
Customer Support
PR + Reputation Mgmt
Marketing
Measurement
Community Management
Monitoring
Support
Triage
Data Analysis
Reporting
Monitoring
Responding to crises
Content, events & Promotion
Monitoring
Responding to inquiries
Content
Triage
Research
Content Development
Promotions
Internal
Collaboration
Hub / Channel
71. The four categories of roles in Social Media
Different Focus + Different perspectives
72. Managing a fully deployed program
VP Social Communications
Developed the Social Communications Infrastructure
Oversees SM activity
Coordinates SM activity
Provides leadership + Support
Customer Support
PR + Reputation Mgmt
Marketing
Measurement
Community Management
Monitoring
Support
Triage
Data Analysis
Reporting
Monitoring
Responding to crises
Content, events & Promotion
Monitoring
Responding to inquiries
Content
Triage
Research
Content Development
Promotions
Internal
Collaboration
Hub / Channel
Often the biggest
challenge
73. A word about āValue.ā
The lesson here is this:
This isnāt about establishing a Social Media
presence and then figuring out how to use it.
Think of how the Social Web, its
technologies and networks can help you
become more useful.
ļ Competitive Edge
74. A word about āValue.ā
Value = Usefulness = Purpose = Value
How are you useful to your customers?
clients?
boss?
organization?
peers?
industry?
category?
How can you create āusefulness?ā
75. A word about āValue.ā
Example: A garbage company wants to use Social Media
How can they use Social technologies to be more
useful and competitive?
Mobile App
Pay Your bill
Post pickup schedules
Follow/track the trucks
Locate Recycling Stations
Recycling + Composting Tips
Communicate service changes
Manage your account
Share app with friends
How would you use these?
79. Step 1: Map companyās capabilities
Identify key assets within the organization
Bloggers, socially savvy execs, techies, leaders, etc.
Catalog all Social Media related activity
Is the company already working in the social space? Who? How? Where?
Assess strengths
Strong communications team, swift IT department, horizontal cultureā¦
Assess weaknesses
Poor internal communications, no PR department, mobile what?
80. Step 2: Create a task force.
Senior Management
Department heads
Legal Counsel
Human Resources
Power users of Social Media
I.T.
Customer Service
P.R.
Marketing.
82. The Two Social Media Build Scenarios
1. Your company is fairly new to Social Media, and you have to start
from scratch .
Next on the agenda: Establishing business objectives, identifying
opportunities, establishing listening posts, identifying assets within the
company who can manage early social media-related tasks, and bringing all
departments to the table to discuss synergies.
2. Your company already has clusters of activity in the Social Media
space. These are mostly decentralized, autonomous, and
disconnected. (Pirate ships.)
Next on the agenda: Harness, incorporate, organize.
Caution: Do not interfere. Pirates donāt bend to hierarchy without merit. Give
them their space.
85. BRAND
Centralized Ground-Up Model
?
?
?
?
?
?
?
Advantages: You can custom-engineer your Social Media infrastructure.
You have complete control over your outposts.
Disadvantages: You have to start from scratch.
Staff needs to be trained.
89. How to clean up a pirate ship model:
1. Respect the pirates. They know how to execute.
2. Invite the pirates to the table. Recognize their wins.
3. Ask the pirates to report on what they see and hear.
4. Ask the pirates to report on their wins and losses.
5. Ask the pirates how you can help them win more.
6. Fund the pirates and send them on missions.
7. Ask the pirates to help you build up your fleet.
8. Ask the pirates to play a leadership role.
9. Ask the pirates to write the playbook for you.
10. Turn the pirates into privateers.
90. Step 4: Create Social Media Policies
1. The companyās position on Social Media
2. Official Social Media usage for company
3. Personal Social Media usage for company
4. Confidentiality guidelines
5. Disclosure guidelines
6. Restricted Speech guidelines
7. Anti-defamation guidelines
8. Conduct guidlines
9. Personal and professional responsibility guidelines
10. A list of resources
11. A note from Human Resources
12. Training modules and schedules
What your Social Media Policies should include:
91. A. Clear internal written policies for what is and is not permitted
- Require disclaimer that when mentioning the company, that is personal, not company
opinion.
- No use of company or customer information, logo, trademarks, etc. without written
permission.
- No talking about company plans, policies, financial information, other than what has
already been made public.
- Hold employees personally responsible for all social media conversations. Violation of policy
will be grounds for termination.
B. Clear āRules of the Roadā for blogging and Social Media behavior. (How to stay out of
trouble.)
C. Training
D. Monitoring is at the discretion of the company.
E. Enforcement must be consistent and fair.
Some notes on internal Social Media Guidelines
92. Legal Considerations
Disclosure: The Rulebook
FEDERAL TRADE COMMISSION
16 CFR Part 255
Guides Concerning the Use of Endorsements and Testimonials in Advertising
The company must inform employees, agencies, and advocates they have a
formal relationship with of their disclosure policies and take action quickly
to correct problems where possible.
Clearly disclose company involvement on all blogs produced by the company
and agencies.
Source: Social Media Business Council
The nugget: āClientsā are now responsible for 3rd party contractors
infractions when it comes to disclosure and the content of communications.
93. Legal Considerations
Disclosure
ā[A]n endorsement means any advertising message (including verbal
statements, demonstrations, or depictions of the name, signature, likeness or
other identifying personal characteristics of an individual or the name or seal of
an organization) that consumers are likely to believe reflects the opinions,
beliefs, findings, or experiences of a party other than the sponsoring advertiser,
even if the views expressed by that party are identical to those of the
sponsoring advertiser.ā
16 CFR Part 255
94. Legal Considerations
Disclosure
When communicating with blogs or bloggers on behalf of their company or on
topics related to the business of the company, company agents must:
1. Disclose who they are, who they work for, and any other relevant affiliations from the
very first encounter.
2. Disclose any business/client relationship if they are communicating on behalf of a third
party.
3. Comply with all laws and regulations regarding disclosure of identity.
Pseudonyms:
(Option 1) Never use a false or obscured identity or pseudonym.
(Option 2) If aliases or role accounts are used for employee privacy, security, or other
business reasons, these identities will clearly indicate the organization agents represent
and provide means for two-way communications with that alias.
Source: Social Media Business Council
95. Legal Considerations
Disclosure
For personal blogs or social media interactions:
1. If employees write anything related to the business of their employer on
personal pages, posts, and comments, they will clearly identify their business
affiliation. The manner of disclosure can be flexible as long as it is clear to the
average reader, directly connected to the relevant post, or provides a means of
communicating further
(Example disclosure methods could include: usernames that include the company name,
link to bio or about me page, or statement in the post itself: āI work for __<company>___
and this is my personal opinionā).
2. Employees will clarify which posts/comments are their own opinions vs.
official corporate statements.
Source: Social Media Business Council
96. Legal Considerations
Disclosure
3. Writing which does not mention work-related topics does not need to
mention the employment relationship.
4. If employees blog anonymously they should not discuss matters related to
the business of their employer. If employer-related topics are mentioned, they
should disclose their affiliation with the company.
Source: Social Media Business Council
97. Legal Considerations
Disclosure
Transparency when providing bloggers with any form of compensation such as
rewards, incentives, promotional items, gifts, samples, or review items:
1. Set formal policies on using incentives with bloggers for staff and agencies.
2. Communicating these policies clearly to bloggers in advance, and asking that
they do the same in any post that may result.
3. Proactively ask bloggers to be transparent about their relationship and
communications with your company.
4. Encourage bloggers to disclose the source of any compensation directly in
any post they write about you.
5. Paid posts or reviews must be clearly disclosed in the specific post as
advertisements.
Note: Sending bloggers products for review does not obligate them to comment on them
at all, and they are free to write a positive, negative, or neutral comments. Be
prepared.
Source: Social Media Business Council
98. Legal Considerations
Disclosure
Source: Social Media Business Council
When using external agencies or personnel to communicate on your behalf:
1. Require the agency to disclose its relationship with your company when it
conducts blogger relations.
2. Require the agency to be truthful and never knowingly deceive bloggers.
3. Publicly acknowledge when the agency and/or related parties act contrary
to these policies, and quickly take corrective action where possible.
4. Require agencies and agency personnel to meet or exceed your internal
disclosure requirements.
5. Require agencies to enforce these requirements on their subcontractors.
Note: Always discuss and secure formal agreement on these practices before
entering into a business relationship with an agency involved in social media.
99. Give people clarity and set expectations.
Confidentiality
For clarity: Establish confidentiality codes for internal communications and
email.
Recipient Only ā Confidential
Working Group ā Group Confidential
Company ā Company Confidential
Open ā Free to share
101. Step 5: Division of Labor ā Who does what?
Visualizing A Structure
Coordinating with
External agencies
Internal Communications
External Communications
Reporting to C-suite
102. Beware the pirate shipsā¦
ā¦ but use them to your advantage.
Planning for outsourced managementā¦
Integration Process
AgencyInternal
Marketing
Dept.
Can deliver
Canāt deliver
Integration
Into
Organization
Merging
1
2
3
Consider an adaptive process rather than a ārigidā strategic model.
103. Step 6: IT enablement
IT owns technology deployment and process enablement.
- Tools
- Servers
- Cloud
- Connections
- Processes
They make this happen:
104. This canāt happen without an infrastructure
VP Social Communications
Developed the Social Communications Infrastructure
Oversees SM activity
Coordinates SM activity
Provides leadership + Support
Customer Support
PR + Reputation Mgmt
Marketing
Measurement
Community Management
Monitoring
Support
Triage
Data Analysis
Reporting
Monitoring
Responding to crises
Content, events & Promotion
Monitoring
Responding to inquiries
Content
Triage
Research
Content Development
Promotions
Internal
Collaboration
Hub / Channel
Often the biggest
challenge
105. I.T. and enablement
Internal collaboration tools
Sharepoint
Yammer
Jive Networks
Calendars
Email
IM
Groups
Wikis
Radian6
Telephone
Microsoft Project
Post-it notes
Bulleting boards
Shouting
108. Step 7: Training your staff.
Once Social Media policies and
guidelines are established,
donāt just put them in the
employee handbook and the
intranet and forget about
them.
Train your staff.
Basic Social Media Guidelines
- Official Use
- Personal use
Specific Functional Training
109. 2 Tracks:
1. Awareness & Sensitivity training
ļ All employees
2. Internal Certification Programs
ļ Community management
ļ Customer Service
ļ Business Development
ļ P.R.
ļ Marketing
ļ Digital
ļ Engagement
ļ Etc.
Step 8: Training your staff
110. Training in new disciplines is
an open source model: Test.
Test. Test.
The test kitchen model: Experiment.
113. Failure is an option. Just keep it small.
People screw up. This is the real-time web.
Plan for small failures.
Make failure a learning exercise.
Train.
Supervise.
Mentor.
Repeat.
117. Step 8: Creating Order with schedules
Just like editorial calendars:
Schedule Activity, reporting, meetings, permanence
118. Step 9: Account Continuity Planning
Sooner or later,
every job comes to an end.
People leave. Plan for it.
119. Step 9: Account Continuity Planning
Consider what happens to personal Twitter accounts when employees leave.
1. Does your company lose access to the followers of that account?
2. Do your customers suddenly lose their twitter connection to you?
3. Does the next person (the replacement) have to completely rebuild network
equity?
The absence of continuity planning can create serious headaches for
organizations and invalidate months, even years of hard work.
A: Either own the official accounts (see next slide), orā¦
B: Include a clause in the account managerās employment/Social Media contract
that specifically addresses network/follower ownership and overlap with
personal accounts used for official company use. (Hand over a list of
followers monthly ā Add to corporate account.)
120. Step 9: Account Continuity Planning
Clear Association
Especially important for service roles.
Less so for executive roles.
121. Step 9: Account Continuity Planning
When someone moves out of a roleā¦
Transition Procedures
1. Update the avatar/profile image.
2. Update the profile information.
3. Notify the community of the change.
4. Focus on new account manager, not the former account manager.
5. Make the transition painless for the customers.
Olivier Blanchard
Community Mgr.
Likes Nutella.
Lisa Small
Community Mgr.
Likes puppies.
Old New
122. Step 9: Account Continuity Planning
Weekly/Monthly data transfers. All accounts must share fans and
Followers with central corporate account/database.
Data Consolidation:
Fans and followers
(constituting the network)
are valuable. Own the data.
123. Step 10: Hiring for Social Media
A breadth of backgrounds is good. Look for variety and flexibility.
Resumes only tell part of the story. Titles donāt always mean experience.
Obtain references from trusted Social Media practitioners.
126. Hire for different roles in Social Media
Strategically-
Minded
CEO-type
Entrepreneurial
Sees all the angles
Operational
Aptitude
COO-type
Very organized
Works across silos
Communications-minded
Customer service
Public Relations
Task-oriented
Caring and trustworthy
Analytical
Loves numbers
Excel Sensei
Data visualization
129. Social Media Program
Planning & R.O.I.
olivier alain blanchard
@thebrandbuilder
Social Media Integration Conference
Atlanta, GA
22 October 2010
#SMIATL
131. Departments and functions
Customer Support
Online Reputation Management
Community Management
Channel Development
Digital Property Management
Monitoring & Measurement
Public Relations
Marketing
Event Management
Product Management
CRM & sCRM
How to handle negativity
Setting the record straight
Targeting
132. The Triumvirate of Digital Brand Management
P.R.
Customer Support
Community
Management
The
Sweet
Spot
133. The Triumvirate of Digital Brand Management
P.R.
Customer
Support
Community
Management
1. Mutually Supportive.
3. Escalation of Response
2. Ensures Balanced Approach
Collaboration
134. Call Center Forums Twitter
1st layer
2nd layer
(Back End)
P.R.
Customer
Support
Community
Management
Customer Support 2.0
Customers / users / the public
(Front End)
136. Managing a fully deployed program
VP Social Communications
Developed the Social Communications Infrastructure
Oversees SM activity
Coordinates SM activity
Provides leadership + Support
Customer Support
PR + Reputation Mgmt
Marketing
Measurement
Community Management
Monitoring
Support
Triage
Data Analysis
Reporting
Monitoring
Responding to crises
Content, events & Promotion
Monitoring
Responding to inquiries
Content
Triage
Research
Content Development
Promotions
Internal
Collaboration
Hub / Channel
Often the biggest
challenge
137. Integrated crisis response model
VP Social Communications
Oversees Response
Provides leadership + Support if needed
Debriefs staff after incident
Customer Support
PR + Reputation Mgmt
Measurement
Community Management
Monitors
Helps the customer in
real time. Resolves the
crisis.
Measures impact
of activity.
Monitors
Watches for escalation
during and after incident.
Works with community manager
and customer support if additional
steps must be taken.
Monitors
Assists Customer Support
Follows up after the incident.
Internal
Collaboration
Hub / Channel
141. Channel Development in 30 seconds:
1. Identifying the channels you should be in.
- Activity? No activity?
- Positive sentiment? Negative sentiment?
- Competition presence?
2. Understanding the channels you should be in.
3. Creating listening outposts in those channels.
4. Connecting with key denizens in those channels.
5. Becoming involved with topics and conversations.
6. Developing a positive reputation in those channels.
7. Growing social equity in those channels.
8. Establishing leadership presence in those channels.
142.
143. Social Media Program
Planning & R.O.I.
olivier alain blanchard
@thebrandbuilder
Social Media Integration Conference
Atlanta, GA
22 October 2010
#SMIATL
155. ā¦ all of which are limited resources.
We haveā¦ rocks.
156. These resources
=
100%
of your budget
Head Count
Advertising
E-Marketing
Inbound Call Center
Sales Dept.
Public Relations
Marketing
I.T.
Accounting
These resources
generate
100%
of your business
157. Which buckets do we empty
to fill this new one?
Understand that a new
Social Media programās
funding doesnāt appear
out of thin air.:
158. Okay fine. But if
Iām going to take a chance
on this social media thing,
it had better make good business
sense! Why should I allocate
resources to it?
159. Reason #1:
It will result in a cost reduction.
Maybe in customer service?
You mentioned something about
business intelligence and
market research?
Reason #2:
It will generate more revenue.
I want more transactions,
more net new customers,
more customer loyalty,
etc.
163. ROI =
COST OF INVESTMENT
(GAIN FROM INVESTMENT - COST OF INVESTMENT)
THE R.O.I. EQUATION
164. Truth about R.O.I.
ROI is a business metric,
not a media metric.
ROI is 100% media-agnostic.
Only measuring digital or social wonāt get you anywhere.
168. Improvement + Cost Reduction Idea: Customer Service
- One CSR can handle several customers at once.
- Customers donāt have to wait on hold.
- āAccentsā are no longer an issue.
- Resolution times remain the same, but to the
customer, they seem considerably shorter.
- CSRs spend less time on each ticket.
- 140 Characters keeps things simple.
- Transparency of process = positive PR.
- Added convenience for customers on the go.
- Proactive Customer Service can generate loyalty
and capture market share. (Angry consumers
could be a competitorās customers.)
- Even a 10% shift to twitter customer service
could yield significant cost savings.
- Run simulations and measure impact.
169. Other cost-reduction ideas:
Business Intelligence / Market Research
Increased Reach through SM = Lower CPI (cost per impression)
In-network recruiting = lower recruiting costs
171. Objectives should be specific.
F.R.Y.FREQUENCY, REACH, YIELD
Increase how often customers buy from us each month
Increase the net number of transacting customers
Increase average spend per transaction
Etc.
172. What if you arenāt āfor profit?ā
You still depend on some kind of revenue to function:
Grants, funding, donations, membership fees, etc.
Same thing.
Revenue is revenue. Budgets are budgets. Money is money.
173. Zero value, unless hype is your currency.
Weāre doing Social
Media! Woohoo!!!
174. The Problem.
Iām a Social Media guru.
Love isnāt about ROI, baby.
Forget your greedy ways.
175. ROI is NOT:
Return on Inspiration
Return on Involvement
Return on Innovation
Return on Immersion
Return on Imagination
Return on Importance
Return on Inbound
Return on Imbecility
Return on Ignorance
Return on Incompetence
ROI is:
Return on Investment.
176. R.O.I. Confusion - A tale of operational silos
Engagement R.O.I.
Different Focus + Different perspective
178. Okay, hotshot,
You have your Social Media doohickey.
Now Iād better see some real results!
Or elseā¦
I shrank my PR budget by 20%
and my outbound call budget by 40%.
Now I can afford a team of social media
Rock stars. Can I get a hellz yeah?
182. Oh my! Look at all the new
visitors to our website!
and all of our FaceBook friends!
Hot Damn, we even have
comments on the blog!
What about our
Twitternets?
185. Monitoring to baseā¦
Monitoring to baseā¦
Our Google Analytics are through
the roof! Even our social mentions
are wicked good!
We have liftoff!
Yeah butā¦
What about
the P&L?
188. What kind of mood is
The old man in today?
Not good.
He doesnāt care how many visitors
the website gets, or how many
eyeballs we estimate weāve reached
unless it means weāre selling
more stuff.
189. But why?
Our website is getting
mad hits, Jack!
And we have 3,000 followers
on Twitter now!
Iām sorry, son.
If your Social Media program
is generating revenue, we arenāt
seeing it. We need to allocate
resources where we can
make money.
Itās just business.
190. Darn it.
This media measurement
stuff isnāt working.
We need to start
tying this stuff to actual
Business performance.
Where to start?
Letās seeā¦
At the beginning?
192. ROI = actualized potential.
Social Media Activity - Vertical/Lateral
Ultimately, Social Media activity has to positively impact customer
behaviors and drive revenue in order to deliver R.O.I.
199. Also measure net new customers
NNC is a measure of effective reach,
not just media reach.
200. Transaction data should be specific
F.R.Y.FREQUENCY, REACH, YIELD
How often customers transact. (transactions per month)
How many customers you are reaching. (net new customers)
How much they spend. ($ per transaction)
202. Step 6: Overlay your data onto a timeline
activities
transactions
social data
web data
loyalty metrics
etc.
203. We overlaid all of our timelines
and noticed that since our social media
activities began, our website visits are up,
our social mentions are also up, and
everyone seems to love us.
So is there a
discernable pattern
in this?
204. Step 7: Look for patterns
Before After
Impact
Impact
Impact
No Impact
Uncertain Impact
205. Step 8: Prove & disprove relationships
Before After
How was this group
Touched by SM or WOM?
(And how was it not?)
207. Prove & disprove relationships
Before After
How was this group
Touched by SM?
208. How long
will all this
analysis take? Itās all a process
of elimination, really.
Isolating patterns,
quantifying deltas,
proving ad-hocsā¦
Then all
we have to do is
figure out what the cost
savings and revenue gains
are, and plug them
into the equation.
209. Oh wow.
This R.O.I. thing
wasnāt at all about
measuring media,
impressions and
eyeballs!
210. First things first: Prove that Social Media works
ACCOUNTING
All things
remaining the
sameā¦
We may have
proof of
concept.
Hot damn!
211. So it turns out that our
Social Media program is impacting
every aspect of our business except
traffic in our brick and mortar stores.
Can you get on that? Yeah. We need
to find out why we arenāt having
an effect there. Kthxbye.
Proper R.O.I. Analysis helps identify areas of improvement
212. Dudes, we are
ON THIS!!!
Letās start engaginā!!!
Iāll start crafting some
wicked blog posts.
More store traffic.
Roger that.
214. And please, no more of this.
Iām a Social Media guru.
Behold my army of followers.
My personal brand is golden.
Only measure
followers, fans, visitors,
downloads, click-throughs,
mentions and web stats.
Thatās Social Media
measurement, baby!
Dig it.
216. What a Social Media win looks like:
Facebook.com/oldspice
94,000 followers
Velocity: 8K to 66K in only 2 days
16,000,000 views
Most response videos >200,000 views
706,000 fans/likes
ā¦ sharing videos with friends on their wall
218. Sales of body wash up 107% in the first month.
(Itās a good start, but will it be enough to justify the campaignās expense?)
(It already has.)
219. āIncreasing revenueā is too abstract.
F.R.Y.FREQUENCY, REACH, YIELD
How often customers transact. (transactions per month)
How many customers you are reaching. (net new customers)
How much they spend. ($ per transaction)
220. Strategy drives tactics - Tactics drive metrics
FREQUENCY
REACH
YIELD
How can we leverage Social Media to influence customers to
buy from us more often?
How can we measure changes in this behavior?
How can we leverage Social Media to acquire net new customers?
How can we measure increased reach and conversions?
How can we leverage Social Media to influence customers to spend
more per transaction?
How can we measure changes in this behavior?
221. I just figured out
how to increase
deodorant sales
by about 9%!
FREQUENCY
222. YIELD I know how to
increase yield!!!
Let them eat cake!
223. Awareness
Run through it logically.
AwarenessCampaign*
Retweet
Join club
Share
Etc.
Altered
Purchasing
Behavior
Track appropriate metrics
Create a ātake the challengeā page where users log their product purchase.
CRM captures that data at point of sale.
Same store sales increase but market share remains the same.
Etc.
227. Measuring success: Defining metrics early
? ? ?
? ?
Non-financial objective
?
A leads to B leads to C leads to D...
228. Measuring success: Defining metrics early
? ? ?
? ?
Non-financial objective
?Start here.
Define Metric/value.
What is my target?
How much $ do I need to do this?
229. Measuring success: Defining metrics early
? ? ?
? ?
Non-financial objective
?
Now move here.
My $ target is $x.
Where do I measure changes in $x?
What behaviors leads to this?
230. Measuring success: Defining metrics early
? ? ?
? ?
Non-financial objective
?
Now move here.
My targets are X, Y and Z.
My metrics are M, N and O.
My channels are P, Q, R and S
What behaviors drive these targets?
231. Plan first. Map out the route.
Identify relevant metrics every step of the way.
Measure hereā¦
Not here.
232. Now start from the beginning. 1. Baseline. 2. Timelineā¦
You planned from outcome to catalyst.
Now measure from catalyst to outcome.
R.O.I. = financial metrics within this process.
Your metrics
246. Note: Most Obama For America online supporters gave little, but
they gave often. Frequency was a key factor in the O4A strategy.
247. Can we increase the frequency of contributions?
YES.
Increase frequency of interactions
Ask more often
Update swag more often
Repeat message more often
Engage more often
SM is more cost effective than paid media
250. Second largest search engine in the world, only to Google
Twitter now has over 100 MILLIONregistered users.
55,000,000tweets per day.
37%of users tweet from their phones.
All talking to each other all day long.
Facebook has over 500 MILLION users
ļ Millions of people are content publishers now.
Donāt forgetā¦
251. Can we increase our reach?
YES.
Be everywhere.
Seed and grow our channels
Help our supporters share content
Ask our fans to share content
Arm our fans with tools
Make our reach strategy clear
Vertical + Lateral engagement
254. Can we increase our Yield?
YEP!
Foster depth of engagement
Develop and build loyalty
Increase involvement of fans
Understand the value of timing
Build clarity of purpose
Ask when we need to ask