This document proposes that AMSA establish a presence on social media platforms to better communicate information about its activities and products to stakeholders. It recommends creating accounts and regular posts on Facebook, Twitter, YouTube, and other sites to share videos, photos, news and build an online community. Metrics on social media usage show its huge growth and importance for connecting with clients, especially younger generations. An integrated social media strategy could help AMSA build its brand and reputation online through low-cost engagement.

1. COMMUNICATION AND
SPREADING COVERAGE
THROUGH NEW SOCIAL
MEDIA TOOLS
A proposal for AMSA, to connect, communicate, interact and “exist” in the
new social media platforms to build brand value and share good things.
E.
Koes(nger
-­‐
Oct
2010

2. The
idea…
To
spread
across
the
new
social
media
the
informa,on
and
ac,vi,es
that
AMSA
generates
towards
their
stakeholders,
under
a
global
communica(on
strategy.
The
objec(ve...
To
be
present
in
the
new
social
media
highligh(ng
products,
services,
commercial
partnerships,
news,
social
ac(vi(es,
and
cross
func(onal
efforts
between
business
units,
to
foster
a
sense
of
community
through
viral
marke(ng
on
a
real
(me
basis,
to
be8er
sell
and
promote
AMSA.

3. Do
you
really
need
“to
be”
there?
Just
try
not
to…..
in
fact
you
already
are!!
Many
of
your
clients,
partners
&
compe,tors
are
already
there,
so......
It’s time for you to join
the conversation!!!

5. Timeline
• 1995
–
dot
com
• 1998
–
email
marke(ng
• 2001
–
SEO
• 2004
–
P2P
• 2005
–
New
media
• 2007
–
Social media
• 2010
–
Geo-­‐loca(on
• 2012
–
…
Source:
Elliance

6. Social
media
it’s
not
about
sales
or
ads
only,
is
about
pursuing
rela(onships
and
fostering
communi(es
of
consumers
and
partners.
MORE
THAN
HALF
OF
THE
HUMAN
RACE
IS
UNDER
THE
AGE
OF
30,
THEY’VE
NEVER
KNOWN
LIFE
WITHOUT
INTERNET,
SO…
YOU
CAN
GUESS
HOW
THEY
FEEL
ABOUT
SOCIAL
MEDIA!!!
Now
look
at
some
numbers
that
show
how
social
media
is
fu**ing
huge

7. • If
Facebook
were
a
country
it
would
be
the
third
most
populated…
only
a=er
China
and
India!
• 500
BILLION
of
minutes
spent
on
Facebook
per
month…
last
year
was
150
billion!
• 25
BILLION
is
the
amount
of
content
(web
links,
news
stories,
blog
posts,
notes,
photos,
etc.)
shared
each
month
on
Facebook
…
six
,mes
more
than
last
year!
• 500
BILLION
peer
influence
impressions
Americans
generate
per
year
via
social
media...
and
62%
of
those
impressions
come
from
Facebook!
• 24
HOURS
of
video
uploaded
to
YouTube
every
minute…
more
than
double
last
year’s
volume!
• 2
BILLION
videos
viewed
per
day
in
YouTube…
twice
as
many
last
year!
• 4
BILLION
images
hosted
on
Flickr…
13
,mes
more
that
the
US
congress
library!
• 1
of
6
marriages
last
year
between
people
who
met
through
social
media…
that’s
more
than
twice
the
number
of
people
who
met
at
bars,
clubs,
and
other
social
events
combined!
• 27
MILLION
of
“tweets”
per
day
on
Twijer…
that
is
8
,mes
last
year’s
volume!
• 95%
of
the
companies
are
using
LinkedIn
to
find
and
ajract
employees…
• 8
HOURS
took
Bill
Gates
to
reach
100,000
Twijer
followers!
Source:
Facebook,
Forester
Research,
YouTube,
Flickr,
Time
Magazine,
Business
wire,
Mashable,
Marketwire,
Neatorama,
AdAge,
U.S.
Census
Bureau,
Business
Insider

8. AMSA
should
not
be
“the
company”
who
refuses
to
adapt
to
change
and
reality,
and
loses
touch
with
hassle-­‐free
cost
effec(ve
networking
in
order
to
build
a
bejer
online
iden(ty
and
reputa(on.
Simply:
social
media
is
too
hard
to
ignore
The
new
online
communi(es
are
virtually
redefining:
• How
we
work
• How
we
collaborate
• How
we
share
• How
we
connect
• How
we
communicate
• How
we
learn,
discover,
influence,
complaint,
celebrate…
In
three
words,
the
new
social
media
is
redefining
….
HOW WE LIVE!

9. Facebook
use/traffic
Twijer
use/traffic
Source:
Chi(ka
data
analy(cs
survey
You
Tube/traffic
Most
popular
social
media
Basic
benefits
of
popular
social
media
tools
tools
for
marketers
Source:
Social
Media
Marke(ng
Industry
Report
2009,
M.
Stelzner
Source:
Flowtown

10. ¿How
social
media
works
for
business?
Source:
Elliance
The
first
thing
to
do,
is
to
integrate
social
media
in
the
global
communicaNons
strategy
of
the
company
Key Questions:
• What
needs
are
you
trying
to
fulfill?
• Is
the
company
adaptable
and
flexible
towards
social
media?
•
Are
you
ready
for
instant
exposure
and
permanent
feedback?
• Why
do
you
want
or
need
a
virtual
community?
• What
internal
resources
will
you
support
it
with?
• Who
will
par(cipate?

11. Reduction/elimination crisis spend inc. PR,
product recall
Increase/maintain share price
Additional revenue generated
Reduction in refunds/returns
InfoGraph designed by Hold. www.WeAreHold.com
Social Tech Social Tech
Metrics Metrics
In the business
Outside the business
Operational
Brand Management
Reputation/
Development
Customer service
Social Tech Social Tech
Metrics Metrics
Leadership
Acquisition
and retention
Cloud computing inc. mobile
Project and time tracking software
Collaborative work tools and knowledge sharing e.g. wikis,
internal social networks, crowdsourcing platforms
Virtual working technologies
Recruitment and business contact networks
Digital profiles
Promotional tools like corporate blogs, microblogging
and networks (which attract and retain talent)
Influence dashboards
Realtime monitoring solutions
Online sentiment analysis
Automated moderation software
Analytics and reporting tools
Competitor insight tools
Virtual service tools
Realtime monitoring solutions
Wikis/crowdsourcing platforms
Online survey/ad platforms
Social networks and brand communities
Analytics tools
Collaborative problem-solving platforms
e.g. message boards
More accurate pricing and/or better profit margins
Higher staff retention
Lower CPA of new hires
Decrease travel costs
Reduce recruitment time
Related Roles/Departments: R&D, Product/Brand Management, Sales,
Innovation, Director & Board level
Sitting squarely in business development is the potential for social technologies to not only reduce research/trial time and
decrease time to market but increase revenue and market share by using indepth customer insight and even collaborative
working to streamline and create products which customers will buy. Crowdsourcing and innovation is increasingly being
used by forward-thinking businesses.
Monitoring Tools
Communities
Virtual worlds/Metaverses
Real-time analytics
Enhanced comms tools like webcasts, social networks, blogs
Collaborative work tools and platforms
Polls/Surveys
Open source technologies
Widgets and Apps
Data analytics, reporting and visualization
Micro-financing platforms
Online monitoring tools
Crowdsourcing e.g bespoke social networks, discussion
boards, email feedback generators, idea submission and
ranking platforms, wikis
Research/surveys/Q&A tech
Virtual goods & services
Reduction in staff turnover
Reduce staff costs
Higher positivity (+ vs. competitor)
Acquring customers away from competitors
More up-to-date info, more often
Reduce spend on independent reports
SEO metrics like google ranking, keyword performance,
organic search traffic, mitigating negative commentary
Faster resolution turn around
Increase in repeat customer/customer retention
Increase in customer satisfaction
Reduction in negative sentiment
Reduction in Op Ex
Reduction in paid media spend
Increase and/or more targeted reach
Returning customers
Volume of WOM
Sales data: acquire, repeat/increase purchase, reduce return,
cross sell, friend-get-friend
Engagement metrics
Measuring effectiveness of campaigns: Reach,
Engagement, Positive Sentiment, Negative Sentiment
Increase Profit
Reduce Cost of Business
Greater visibility across the business with data and feedback
Improved flexibility of business
Raise profile of company and individuals
Meet sustainability objectives
Win awards
Increase longevity of business/growth
Decrease time to market
Streamline product/services range to reduce costs
Sales increase
Reduce market research and user group testing spend
Increase market share
Reduction in staff turnover
Reduce staff costs
Benefits Benefits
Benefits Benefits
Benefits Benefits
Social Tech Social Tech
Metrics Metrics
v 1.0
Shannon Boudjema @shannonboudjema
Paul Armstrong @munkyfonkey www.SoTechNow.com
Darika Ahrens @darika
Related Roles/Departments: HR, IT, Ops, Snr Management
The Operational benefits of using Social Tech mainly relate to saving money vs. making money for the business. Social
technologies often have a very direct effect on productivity (e.g. the use of collaborative work tools) as well as traditional
IT management (e.g. shift to cloud computing, reduce data duplication). There are also a wealth of benefits with regards
to human resource from recruitment (eliminating recruiters, global talent pool thanks to remote working technologies,
reducing likelihood of wrong hires and promoting the company as a great place to work) to retention by giving employees
greater work satisfaction and aiding skills development. All of these areas can have a measurable effect on the bottom line.
Related Roles/Departments: R&D, Product/Brand Management, Sales,
Innovation, Director & Board level
There are a multitide of social technologies available to those guiding the strategic direction of business from insights to
innovation. There are numerous stakeholder benefits from management & employees, to shareholders as well the potential
for brand awareness and business growth - today and in the future.
Related Roles/Departments: Marketing, Customer Service, Brand Manager,
Director & Board level, Shareholders
By far one of the most valuble parts of a business is the brand; growing and maintaining a reputation. Social technologies
provide both solutions (via online monitoring capabilities) AND challenges (like scalability and ownership), which are worth
evaluating to protect and increase the value of the brand.
Related Roles/Departments: Customer Service, Sales, R&D, Brand/Product Manager,
Marketing
If the old adage - It’s cheaper to keep a customer than find a new one is true, then social technologies can deliver increased
revenue as well as a reduction in cost to provide the levels of service customers expect - while driving and maintaining
customer satisfaction.
Related Roles/Departments: Customer Service, Sales, R&D, Brand/Product manager,
Marketing
Customers are at the heart of every business with social technologies having wide ranging benefits on loyalty, avg spend,
frequency of spend, referrals and overall customer satisfaction. In addition social technologies deliver deep insight into
customer demand as well as the potential for greater customisation. For marketers, much of what they deliver should
impact here but with many never measuring the results of their efforts or true ROI.
Incentive and promotional tools & communities
Paid Media like Paid Search, PPC, Display, Targeted ads,
Direct mail
Brand Owned Channels like blogs, video, image, websites,
communities
Earned Media/WOM/viral marketing
Analytics & Reporting tools
Social Commerce tools
Digital and mobile apps
Social CRM software and tools
Customer profiling & tracking tools
This
infograph
helps
to
beOer
understand
the
benefits
and
correspondent
metrics
of
implemenNng
social
technologies
as
part
of
the
global
communica(on
strategy.
Even
do
the
direct
social
media
ROI
is
intangible,
it’s
clearly
useful
and
necessary
to
build
brand
value
and
also
to
develop
Return
on
Engagement,
Par(cipa(on,
Involvement,
Ajen(on,
Trust…
Design
by:
Hold
&
Soc
Tech

12. Do
a
simple
experiment
• Search
“AMSA”
in
You
Tube,
and
you
will
go
directly
into
the
“American
Medical
Student
Associa(on”
videos…
• Search
“ECOM”
in
You
Tube
and
you
will
only
see
the
“ECOM
Coffee
project”
(IFC,
Nespresso
AAA
SQCP,
Rainforest
Alliance),
and
the
J.F.
Orlich
“ECOM
Compromiso
del
Ahorro”
and
“Presentación
Quali(vity
Master”
videos…
These
are
the
only
ECOM
&
AMSA
videos
in
You
Tube
This kind of promotional and training videos, along
with a whole different corporate videos that can show
what ECOM-AMSA does for producers, should be in a
You Tube corporate channel
Why
a
You
Tube
channel?

13. Because
uploading
corporate
videos
in
one
single
global
video
platorm
will
highlight
products,
services,
partnerships
and
corporate
social
responsibility
ac(vi(es,
all
this,
in
order
to
create brand value, online reputation, and engage
stakeholders into a virtual community.
Three
examples
of
You
Tube
corporate
channels
IFC
GMCR
FNCC

14. How
interacts
social
media?
Rainforest
Alliance
(example)
Through
a
simple
link
all
the
online
iden(ty
of
RA
interacts
with
photos
(Flickr),
videos
(You
Tube
channel),
micro
blogging
(Twijer),
and
social
networking
(Facebook).

15. Understanding
Twijer
Twijer
is
a
simple
tool
that
helps
connect
businesses
more
meaningfully
with
the
The
company
sends
a
tweet
to
his
clients
right
audience
at
the
right
(me.
The
client
receive
the
informa(on
and
use
it
or
share
it
with
people
interested
in
your
company.
The
informa(on
is
instantly
spread
among
your
clients
or
stakeholders,
and
everyone
following
you,
will
know
what
you
have
to
say
at
the
moment.
The
conversa(onal
nature
of
Twijer
as
a
focus
group,
lets
you
Voilà!!
Then
you
have
a
community
of
clients
following
your
tweets.
build relationships with
customers, partners and other people important to your business.
Beyond
transac(ons,
Twijer
shrinks
the
emo(onal
distance
between
your
company
and
your
customers.
Plus,
the platform lends itself to integration with your existing communication
channels and strategies.
In
combina(on,
those
factors
can
make
Twijer
a
cri(cal
piece
of
your
company’s
bigger
digital
footprint.
Photos:
Illy
Café

16. Synergy
between
Twijer,
Flickr
and
YouTube
Inmediate
update
on
related
ac(vity
Links
to
show
photos
on
Flickr
Links
to
show
videos
on
YouTube
channel
Name,
biography,
website,
general
info
Info
about
people
followed
by
the
company
and
people
following
the
company
Nestlé
S.A.
(TwiOer
example)

17. Many
companies
foster
a
sense
of
community
through
Facebook.
This
viral
marke(ng
tool
allows
the
company
to
interact
with
customers
and
to
develop
a
network
around
the
brand.

18. Example
Imagine
upload
all
the
photos
AMSA & ECOM could
possibly
show!!
In just one picture wall!!

19. Ac(vity
+
Visibility
=
Credibility
Image
source:
Elliance

20. At
the
end,
ul(mately…
• Sharing
…social
media
works
for:
Knowledge…
• Sharing
Values…
• Developing
Trust
and
Commitment…
• Genera(ng
Emo(onal
Connec(on…
What does AMSA & ECOM wants to share?
To
be
con(nue…
or
not.