This document summarizes a presentation about using social media for B2B marketing. It discusses two case studies - one for Omni Hotels & Resorts and one for Regus. For Omni, Affect created a social media strategy using platforms like Twitter, Facebook, and blogs to engage with meeting planners and increase brand awareness. This led to increased traffic, followers, media coverage and leads. For Regus, Affect tailored the messaging and creative assets to target entrepreneurs in New York City and generated over 350 sales leads through an integrated social media, PR and marketing campaign.
This deck is from a recent training done for travel-related clients of Ogilvy PR Worldwide in Hong Kong. This is a "White Belt" level training in the Ogilvy Social Media Belts training system. Please give feedback on asiadigitalmap.com
Social Media For Business Part 1 Social Media BasicsSteven Fisher
In Part 1, we lay the foundation and explain the basics of social media, what created this new technology area, what tools are available and what it is used for in a business setting.
This deck is from a recent training done for travel-related clients of Ogilvy PR Worldwide in Hong Kong. This is a "White Belt" level training in the Ogilvy Social Media Belts training system. Please give feedback on asiadigitalmap.com
Social Media For Business Part 1 Social Media BasicsSteven Fisher
In Part 1, we lay the foundation and explain the basics of social media, what created this new technology area, what tools are available and what it is used for in a business setting.
Introduction to social media from B2B perspective. Delivered at a customer workshop for a global B2B client.
External utilization part done and presented by Marko Sykkö from Promener / Tehostamo Consulting.
Using social media strategy in building the corporate brand image is a route a lot of people imagine they know - what with the number of influencers, opinion leaders, trend watchers, and spotters laying claims to so-called virile strategy which generate likes, impressions and conversations. However, that is not all there is to capturing corporate essence in an era of great cynicism. Using Social Media as a route to build corporate stature requires the need to develop and manage strategic partnerships, the monitoring of trends and applications of knowledge from trends in building conversations while measuring the impact of efforts in order to intensify or discontinue a course of action. Beyond this, this presentation attempts a historical perspective of the social media phenomenon as well as platform possibilities looking at the Nigerian context.
Social media & public relations power point (ncfpd 2009)Karen Freberg
This presentation was for the National Center for Food Protection and Defense (NCFPD) as a social media training tool for professionals and researchers in social media.
Traditional and social media—and the corresponding PR tactics—are often seen to be at odds in the changing communications landscape. However, many businesses fail to realize that most traditional media have embraced social media, and that the latter should be used to complement the former, not replace it. Using my company’s 2008-2010 global communications program as a case study, I will demonstrate the benefits of a blended approach to traditional PR and social media tactics.
This presentation was given at the SIC 2010. Please do not hesitate to contact me, if you have any questions or like to chat.
Capture Renters & Retain Residents Through Popular New Media Channels: The Po...ktamira
With vacancies on the rise around the country, it is more critical than ever to incorporate new technology and media channels into the marketing mix to keep vacancies filled. During this presentation, participants will walk away with a comprehensive understanding of how to reach new renters through mobile technology and online video as well as how to building stronger connections with current residents—and turn them into ambassadors for their apartment community—through the most popular social networking sites.
Slides from a workshop about the Third Sector and Social Media I delivered on the Isle of Wight on 1 December 2009. Not fully annotated - will do that soon
B2B Social Business Case Study Guide: Jefferson FinancialCSRA, Inc.
Social business will begin disrupting B2B sales & marketing in 2012, and CSRA's Social Business Education Series shows executives how to take advantage of it. This financial services case study shows how Jefferson Financial, which sells variable annuities to investors through investment advisors, grabbed significant market share by using a combination of LinkedIn, Facebook, Twitter and legacy media and marketing.
Continuous Experimentation in the B2B Domain: A Case StudyJürgen Münch
Rapid value delivery requires a company to utilize empirical evaluation of new features and products in order to avoid unnecessary product risks. This helps to make data- driven decisions and to ensure that the development is focused on features that provide real value for customers. Short feed- back loops are a prerequisite as they allow for fast learning and reduced reaction times. Continuous experimentation is a development practice where the entire R&D process is guided by constantly conducting experiments and collecting feedback. Although principles of continuous experimentation have been successfully applied in domains such as game software or SAAS, it is not obvious how to transfer continuous experimentation to the business-to-business domain. In this article, a case study from a medium-sized software company in the B2B domain is presented. The study objective is to analyze the challenges, benefits and organizational aspects of continuous experimentation in the B2B domain. The results suggest that technical challenges are only one part of the challenges a company encounters in this transition. The company also has to address challenges related to the customer and organizational culture. Unique properties in each customers business play a major role and need to be considered when designing experiments. Additionally, the speed by which experiments can be conducted is relative to the speed by which production deployments can be made. Finally, the article shows how the study results can be used to modify the development in the case company in a way that more feedback and data is used instead of opinions.
Introduction to social media from B2B perspective. Delivered at a customer workshop for a global B2B client.
External utilization part done and presented by Marko Sykkö from Promener / Tehostamo Consulting.
Using social media strategy in building the corporate brand image is a route a lot of people imagine they know - what with the number of influencers, opinion leaders, trend watchers, and spotters laying claims to so-called virile strategy which generate likes, impressions and conversations. However, that is not all there is to capturing corporate essence in an era of great cynicism. Using Social Media as a route to build corporate stature requires the need to develop and manage strategic partnerships, the monitoring of trends and applications of knowledge from trends in building conversations while measuring the impact of efforts in order to intensify or discontinue a course of action. Beyond this, this presentation attempts a historical perspective of the social media phenomenon as well as platform possibilities looking at the Nigerian context.
Social media & public relations power point (ncfpd 2009)Karen Freberg
This presentation was for the National Center for Food Protection and Defense (NCFPD) as a social media training tool for professionals and researchers in social media.
Traditional and social media—and the corresponding PR tactics—are often seen to be at odds in the changing communications landscape. However, many businesses fail to realize that most traditional media have embraced social media, and that the latter should be used to complement the former, not replace it. Using my company’s 2008-2010 global communications program as a case study, I will demonstrate the benefits of a blended approach to traditional PR and social media tactics.
This presentation was given at the SIC 2010. Please do not hesitate to contact me, if you have any questions or like to chat.
Capture Renters & Retain Residents Through Popular New Media Channels: The Po...ktamira
With vacancies on the rise around the country, it is more critical than ever to incorporate new technology and media channels into the marketing mix to keep vacancies filled. During this presentation, participants will walk away with a comprehensive understanding of how to reach new renters through mobile technology and online video as well as how to building stronger connections with current residents—and turn them into ambassadors for their apartment community—through the most popular social networking sites.
Slides from a workshop about the Third Sector and Social Media I delivered on the Isle of Wight on 1 December 2009. Not fully annotated - will do that soon
B2B Social Business Case Study Guide: Jefferson FinancialCSRA, Inc.
Social business will begin disrupting B2B sales & marketing in 2012, and CSRA's Social Business Education Series shows executives how to take advantage of it. This financial services case study shows how Jefferson Financial, which sells variable annuities to investors through investment advisors, grabbed significant market share by using a combination of LinkedIn, Facebook, Twitter and legacy media and marketing.
Continuous Experimentation in the B2B Domain: A Case StudyJürgen Münch
Rapid value delivery requires a company to utilize empirical evaluation of new features and products in order to avoid unnecessary product risks. This helps to make data- driven decisions and to ensure that the development is focused on features that provide real value for customers. Short feed- back loops are a prerequisite as they allow for fast learning and reduced reaction times. Continuous experimentation is a development practice where the entire R&D process is guided by constantly conducting experiments and collecting feedback. Although principles of continuous experimentation have been successfully applied in domains such as game software or SAAS, it is not obvious how to transfer continuous experimentation to the business-to-business domain. In this article, a case study from a medium-sized software company in the B2B domain is presented. The study objective is to analyze the challenges, benefits and organizational aspects of continuous experimentation in the B2B domain. The results suggest that technical challenges are only one part of the challenges a company encounters in this transition. The company also has to address challenges related to the customer and organizational culture. Unique properties in each customers business play a major role and need to be considered when designing experiments. Additionally, the speed by which experiments can be conducted is relative to the speed by which production deployments can be made. Finally, the article shows how the study results can be used to modify the development in the case company in a way that more feedback and data is used instead of opinions.
A Capability Maturity Model for Corporate Performance Management, an Empirica...Mika Aho
Presents a Capability Maturity Model (CMM) for assessing the maturity of Corporate Performance Management (CPM) within an organization.
The CPM maturity development process was studied in five case companies where the author participated into CPM projects in a various consultation roles. Through a literature study and the development process in each company, the author has made observations, and has identified the key components, factors, and levels of a CPM maturity.
The findings of this study further extend the CPM research providing a deeper understanding of the process, components, and levels of CPM maturity. The conference paper also provides organizations with an understanding about CPM and its potential value. The model provides a quick way for organizations to gauge where their CPM initiative is now and where it needs to go next.
The Case for B2B Social Media - Lead GenerationSandra Fathi
Presented as part of Social Media Week NYC February 13, 2012 at Affect (www.affect.com).
Sandra Fathi @sandrafathi, sfathi@affect.com
Katie Creaser @ksafrey, kcreaser@affect.com
Social Media for Sustainable Business by @JoeySheppEarthsite
Social Media principles align with Sustainable Business principles. In this presentation, learn an overview of social media, how it is changing the face of media, and how Sustainable Business is perfectly positioned to take advantage of this disruptive technology.
IBM presentation at Digital Media Barcelona- Twitter For Business Microbloggi...the bureau, digital agency
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Using social to grow your consulting business - ASCA 2010Firebelly Marketing
Using social media to grow your consulting business!
There are now 500 million people on Facebook. That's more people than all but three countries in the world. Add in Twitter, YouTube, blogs, ratings and reviews, and more - and that's a lot of voices in a lot of places. Your customers and prospects are talking online - right now! Do you know what they're saying about you? Are you part of the conversation? Your brand does have the opportunity to fit into this new communications paradigm - to interact with prospects and customers one-on-one. You'll learn how to listen to what's being said about your brand, how to use your brand story to build content, how to use content to build and fuel conversations, and how to build a plan that helps your company harness the power of social media marketing.
Rodrigo Martucci and Mark Harrison put together this presentation for the Measurement Master Class I did on 17 November to a packed house at meshmarketing 2010 in Toronto, Ontario, Canada. However, I sort of went way off script because I am way more of an operations geek and social media evangelist than I am a measurement geek.. I hope this is indeed useful!
Rodrigo Martucci and Mark Harrison put together this presentation for the Measurement Master Class I did on 17 November to a packed house at meshmarketing 2010 in Toronto, Ontario, Canada. However, I sort of went way off script because I am way more of an operations geek and social media evangelist than I am a measurement geek.. I hope this is indeed useful!
Investor Relations & Emerging Media – Presented at the NIRI Capital Area Chap...Michael Pranikoff
Investor Relations (IR) & Emerging Media: Presentation given by PR Newswire Global Director of Emerging Media, Michael Pranikoff, to the National Investor Relations Institute (NIRI) Capital Area Chapter ( Washington D.C.) on September 28, 2011
Presidio MBA: Social Media For Sustainable Business By @JoeySheppEarthsite
Social Media principles align with Sustainable Business principles. In this presentation, learn an overview of social media, how it is changing the face of media, and how Sustainable Business is perfectly positioned to take advantage of this disruptive technology.
EMG’s expert online marketing analyst Jessica Liu discusses the importance and application of social media intelligence in an adaptive marketing strategy along with a few best practices and real life case studies in this hour long webinar.
What is the state of art in Social Media for Business? This presentation shows case studies and gives some tips on how to use Social Media to make business... [University of Economy - Izmir - 02/12/2011]
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Cyber crime is rampant and every organization must prepare itself for the when, not if, they will have a data breach. This presentation was given at Pworld's Crisis Communications Boot Camp in Ottawa, CA June 13, 2019
This presentation was given at the FPRA Capital Chapter's meeting in Tallahasse on May 25, 2017. It covers what communicators need to know in the event of a data breach or cyber security incident.
Fear Factor Metrics: PR Metrics Communicators Fear MostSandra Fathi
Presentation given at PR News Measurement Conference in Chicago on November 18, 2015. Covers key measurement concepts including Share of Voice (SOV), Competitive Benchmarking & Correlations
Trade Secrets Your Agency Isn't SharingSandra Fathi
If you have never worked in a PR agency, their doings can seem mysterious. How does the agency get all of that coverage for their clients? Is it because of exclusive relationships with publications? Is it because they meet reporters for drinks or play golf together? What is the black magic that commands such high retainers? If you haven't been inside an agency, and your company expects you to hire and manage one, it can be intimidating. Agencies prefer to adopt a mystique about how they work because they think that keeping you in the dark will give them the upper hand in negotiations. However, the more you know about agency operations, the better results you achieve for your company and the more value you extract from your agency. In this session, we'll review models of agency operations and discuss the factors you need to know when engaging an agency.
We'll discuss:
Comparing apples to apples: how to compare agencies during the dreaded RFP process
How to see through the bull@#*%: Relationships don't mean a thing if they don't know how to tell your story
How to avoid the bait and switch: meet your team—not just the sales team—during the hiring process
How to negotiate guaranteed results into your agency agreement
How to save time and money—dictate how your hours should and shouldn't be spent in a retainer relationship
How to set yourself up for success: what you need to do to educate your new partner
This presentation was given at Ragan's 7th Annual Employee Communications, PR & Social Media Summit at Microsoft on October 28th, 2015
Bloggers Speak Out: New paid and pitching techniques to score more placement Sandra Fathi
This PPT was presented as part of a webinar for PR Daily entitled "Bloggers Speak Out: New paid and pitching techniques to score more placement." The webinar had three presenters and this portion was given by Sandra Fathi. It covers what's new in blogger relations, influencer marketing strategies, research and tools, promotions and sponsorships and product and service reviews.
This presentation was given at eMetrics, Chicago, on June 9th, 2015. It focuses on three primary tactics of measurement for public relations: share of voice, competitive benchmarking and correlations.
Data-Driven PR Metrics: Share of Voice, Competitive Benchmarking, CorrelationsSandra Fathi
Presentation given at eMetrics Summit in San Francisco on April 1, 2015. Covers PR measurement through three specific tactics - share of voice, competitive benchmarking and correlations.
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As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
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Top mailing list providers in the USA.pptxJeremyPeirce1
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In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
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3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
The Case for B2B Social Media: Turning Engagement into Leads
1. Turning Engagements into Leads:
The Case for B2B Social Media
Counselors Academy Conference
May 13th, Lake Las Vegas
#CAPRSA
Sandra Fathi
President, Affect
President, PRSA New York Chapter
sfathi@affect.com
@sandrafathi
2. What is PR?
Why
Social
Media
is
PR
Why
Social
Media
is
Relevant
to
B2B
How
to
Fuse
Tradi5onal
PR
with
Social
Media
Measurement
&
Key
Performance
Indicators
for
Social
Media
Using
Social
Media
to
Change
Percep5ons
&
Behaviors
to
Increase
ROI
3. “Public relations helps an organization and its
publics adapt mutually to each other.”
- PRSA Assembly 1982
4. “Public relations helps an organization and its
publics adapt mutually to each other.”
- PRSA Assembly 1982
Huh?
5. “The practice of managing communication
between an organization and its publics.”
“...Common activities include speaking at conferences, working
with the media, crisis communications, social media
engagement, and employee communication.”
- Wikipedia (Dec. 2010)
6. Social Media = Bi-directional
Communications
Searching for Information
Connecting with People, Organizations & Brands
Networking with Business Colleagues
Finding & Sharing Interests
Recommending & Reviewing Products
Researching & Educating
Purchasing
9. • 500 million active users
• Approximately 70% of FB users outside of U.S.
• 50% of users log on to FB each day
• Average user has 130 friends
• 700 billion minutes per month spent of FB
• Average user connected to 80 community pages, groups
and events
• More than 250 million active users access FB through
mobile devices
Source: Facebook, May 2011
10. • Largest professional network on the Internet
• More than 100 million members in over 200 countries
and territories
• More than half of LinkedIn members are outside of the
U.S.
• Executives from all of the 2010 Fortune 500 companies
• More than 2 million companies have LinkedIn Pages
Source: LinkedIn May 2011
• 45% of B2B Companies have gained a customer from
LinkedIn
Source: B2B Social Media Guide
13. • 35 hours of video uploaded per minute in 2010
• 700 billion playbacks in 2010
• 70% of YouTube traffic from outside the U.S.
• Demographic is broad: 18-54
• 100+ million YouTube Mobile views per day
• YouTube is monetizing over 2 billion video views per
week globally
• Number of advertisers using display ads on YouTube
increased 10-fold in the last year
Source: YouTube, May 2011
15. • More than 12 million American adults maintain a blog
• More than 57 million Americans read blogs
• Technorati is currently tracking more than 70 million
blogs
• Over 120 thousand blogs are created every day
• 22 of the 100 most popular websites are blogs
• 51% of blog readers shop online
Source: Blog World Expo
16. Media Goes Social
• 37% of journalists are required to maintain Twier accounts
– PRWeek 2010
• 52% of reporters now use Twier as part of their jobs
– Cision/GSPM 2010
• 65% of journalists use Facebook for their work
– Cision/GSPM 2010
17. Wire
Service
Media
Press
Release
Outreach
Post
on
Website
Message
SMT
Strategic
RMT
Placements
Byline
Ar5cles
18. Facebook
Blog
Twier
Message YouTube
Slideshare
Blog
Comments
LinkedIn
19. In order to measure success, you must identify
your goal.
In order to reach the goal, you must plan your
path.
26. Cisco Cuts $100,000+ Off Product Launch
Cisco SM Stats:
• Blog: 22 external, 475K views/quarter
• Twier: 108 Cisco feeds with 2 million followers
• Facebook: 79 groups with 100k+ fans
• YouTube: 300+ channels, 2,000+ videos, 4 million
views
Cisco SM Product Launch:
• 9,000 aendees vs. 100 traditional
• Triple the number of press articles
• More than 1,000 blog posts and 40 million online
impressions
• Cost one-sixth of a traditional Cisco product launch
Source: Social Media Examiner
28. Top External (or Customer-Facing) Social
Strategy Objectives in 2011
29. B2B Social Media:
Omni Hotels & Resorts
April 2011
Affect Strategies PROPRIETARY & CONFIDENTIAL March 4, 2010
30. OMNI CASE STUDY
CURRENT SITUATION
Omni Hotels & Resorts offers luxury hotels and resorts
throughout North America.
Omni has a large portfolio of meeting venue options to
meet business event planning needs.
Affect PROPRIETARY & CONFIDENTIAL April 2011
31. OMNI CASE STUDY
CURRENT SITUATION
Omni wanted to significantly increase brand awareness
and recognition among meeting planners across the
United States.
Omni tapped Affect to create a social media presence
that would allow it to engage with event planners and
their influencers.
Affect PROPRIETARY & CONFIDENTIAL April 2011
32. OMNI CASE STUDY
THE ASSIGNMENT
Create brand awareness and buzz within the meeting
and event planner community about Omni locations,
meeting options and specific promotions.
Motivate meeting planners to take action and choose
Omni for their events.
Affect PROPRIETARY & CONFIDENTIAL April 2011
33. OMNI CASE STUDY
STRATEGIES
Use social media as a platform for engaging in meaningful conversations
with meeting and event planners and providing them with expertise and
resources.
Create the Omni Understands landing page – a one-stop shop for meeting
planners with information and resources that makes their jobs easier.
Use Twier as a platform for Omni to address the needs and interests of
meeting planners across the United States.
Create Omni Meeting & Event Planners Forum on Facebook for planners
to stay abreast of industry news and network with other planners.
Use a blog commenting campaign to create a dialogue between Omni and
industry influencers.
Affect PROPRIETARY & CONFIDENTIAL April 2011
34. OMNI CASE STUDY www.omniunderstands.com
OMNI UNDERSTANDS LANDING
PAGE
Affect PROPRIETARY & CONFIDENTIAL April 2011
35. OMNI CASE STUDY www.twier.com/omnimeetings
TWITTER: @OMNIMEETINGS
Affect PROPRIETARY & CONFIDENTIAL April 2011
36. OMNI CASE STUDY www.facebook.com/omnimeetings
FACEBOOK FAN PAGE
Affect PROPRIETARY & CONFIDENTIAL April 2011
37. OMNI CASE STUDY
BLOG COMMENTING
Omni commented on 2-3 industry blogs and online publications each week
Affect PROPRIETARY & CONFIDENTIAL April 2011
38. OMNI CASE STUDY
RESULTS SNAPSHOT
Enhanced brand awareness Strong community
engagement
Gained more than 800 followers of
Omni’s Twier handle Conducted more than 300
conversation on Twier and
Secured media coverage for Omni in Facebook with meeting planners
top outlets read by meeting & event and influencers
planners via social media efforts
Following and engaging with more
Web traffic and lead generation meeting planners on social media
than any of Omni’s competitors
Generated at least 7 leads for
meetings involving more than 150
aendees
Increased monthly traffic to Omni
Understands landing page by 23%
Affect PROPRIETARY & CONFIDENTIAL April 2011
39. OMNI CASE STUDY
RESULTS: MEDIA COVERAGE
Interactions on Twier have led to media coverage for Omni
Affect PROPRIETARY & CONFIDENTIAL April 2011
40. OMNI CASE STUDY
RESULTS: LEADS GENERATED
Online engagement has generated known leads for Omni
Affect PROPRIETARY & CONFIDENTIAL April 2011
41. OMNI CASE STUDY
RESULTS: FACEBOOK
IMPRESSIONS
Planners' Forum Facebook
Impressions
Numbers are not cumulative
35000
32,000
30000
27,086
25000
22,489
20000
15000
12,373
10000
5000 3,422
No Insights
0
October November December January February March
Affect PROPRIETARY & CONFIDENTIAL April 2011
42. OMNI CASE STUDY
RESULTS: MEDIA COVERAGE
Interactions on Facebook have secured positive media coverage
for Omni on About.com
Affect PROPRIETARY & CONFIDENTIAL April 2011
46. REGUS CASE STUDY
CURRENT SITUATION
Regus provides flexible office arrangements for businesspeople
worldwide.
Regus maintains fully furnished and equipped offices, meeting
rooms, receptionists and videoconferencing suites available to rent
by the hour, day, week or month.
Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
47. REGUS CASE STUDY
CURRENT SITUATION
1,000+ business centers
450 cities in 75 countries
Serving 200,000 clients daily
Clients can even opt for a “global membership” with the
BusinessWorld pass, or open a virtual office anywhere in the world.
Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
48. REGUS CASE STUDY
THE ASSIGNMENT
Generate 350 sales leads for Regus’ 18 locations in Manhaan.
Could highly targeted, local programs perform beer than a single,
national campaign?
Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
49. REGUS CASE STUDY
BRAND POSITIONING
Regus’ current brand
positioning is global, not
local.
It also speaks to two
target audiences.
Image: Regus Sales Personas brief
Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
50. REGUS CASE STUDY
TARGET AUDIENCE RESEARCH
“Yes, I have heard about Regus. “
“My three main concerns when
choosing an office are affordability,
light and noise.”
“I know very lile about Regus, but
yes, I'd consider it because I presume
William Scheckel Regus’ shared office space is flexible
Marketing Consultant and affordable and things like tables,
chairs, printers and such are there
already. That's less for me to think
about.”
Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
51. REGUS CASE STUDY
CAMPAIGN POSITIONING
We tapped into the elements of Regus’ brand essence that made
sense for New York City-based prospects.
Entrepreneurs “Make it easy”
Young (25 – 45) “Make it fast”
1 -5 employees, but growing “Put my best foot forward”
Fast business trajectory “Sick of working from home”
Heavy networkers “Look the part”
Sense of community “Goa be affordable”
(business & NYC) “Just give me the facts”
Tech-skewed “Do anything for my business”
Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
52. REGUS CASE STUDY
OLD CREATIVE
Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
53. REGUS CASE STUDY
NEW CREATIVE
Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
54. REGUS CASE STUDY
PUBLIC RELATIONS
Press Releases Radio Media Tour
Media Relations Satellite Media Tour
Byline Articles
Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
55. REGUS CASE STUDY
MARKETING
Regus Hosted Events
Sponsored Events
Online Advertising & SEM
Email Sponsorships
Partner Marketing
Taxi TV
Cinema Placements
Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
56. REGUS CASE STUDY
SOCIAL MEDIA
Facebook
LinkedIn
Twier
Flickr
Blog Commenting Campaign
Viral Video
Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
57. REGUS CASE STUDY
PROJECT TIMELINE
Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
58. REGUS CASE STUDY
MEASUREMENT
Track activities,
but measure by results.
Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
59. REGUS CASE STUDY
RESULTS
The Q4 2009 New York City campaign generated:
723 sales leads
900+ sweeps leads
$1,067,000 in revenue (by close of Q4 2009)
a 114% year-over-year increase from Q4 2008 revenue
Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
60. REGUS CASE STUDY
NEXT STEPS
Q1 2010 Priority Market Campaigns
New York City, Chicago, Atlanta, San Francisco, Phoenix
Public Relations Agency of Record
Social Media Agency of Record
Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
61. AGENCY OVERVIEW
2010 AWARD WINS
Gold Award: Social Media
Gold Award: Video/Marketing Service
Platinum Award: Integrated Marketing Campaign
Integrated Communications for Business-to-
Business
Public Relations Agency Professional of the Year
Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
62.
63. Sandra Fathi
President, Affect
President, PRSA New York Chapter
Web: affect.com
Blog: techaffect.com
Email: sfathi@affect.com
Twier: @sandrafathi
Slideshare.net/sfathi