This document outlines Mike Lewis's presentation on the six keys to stand out social marketing. The six keys are: paying attention, interaction, content, presence, management, and measurement. For each key, Mike discusses focus areas and key concepts. He provides examples of how companies have used each key to improve social media marketing results. The presentation encourages an interactive discussion through questions on Twitter using the hashtag #StandOut.

1. THE 6 KEYS TO STAND OUT SOCIAL MARKETING
Mike Lewis
Author of ‘Stand Out Social Marketing’
Vice President of Marketing & Sales
Awareness, Inc.
@bostonmike
mike@standoutsocialmarketing.com
© 2012 Awareness CONFIDENTIAL

2. Connect Questions via Twitter:
ABOUT ME… #StandOut @bostonmike
• VP of Marketing & Sales at Awareness
• Boston native,father of 2, Entrepreneur
and'marketing guy'
• Active blogger, tweeter, and social media
enthusiast
• Author, Stand Out Social Marketing,
McGraw-Hill, Nov 9, 2012
Blog:
StandOutSocialMarketing.com
Facebook:
Facebook.com/standoutsocial
Twitter:
@bostonmike

3. Connect Questions via Twitter:
BUY THE BOOK #StandOut @bostonmike
http://tinyurl.com/StandOutMarketing
© 2012 Awareness CONFIDENTIAL

4. Connect Questions via Twitter:
THIS IS AN INTERACTIVE SESSION #StandOut @bostonmike
(1) Ask Questions
(2) Tweet me
(3) Visit the blog
(standoutsocialmarketing.c
om)
and search for highlighted
words in this box:
© 2012 Awareness CONFIDENTIAL

5. Connect Questions via Twitter:
STANDOUTSOCIALMARKETING.COM #StandOut @bostonmike
• Case Studies
• Infographics
• Strategies
• Strategists
• Much More!
© 2012 Awareness CONFIDENTIAL

6. Connect Questions via Twitter:
#StandOut @bostonmike
A personal story...

7. Connect Questions via Twitter:
#StandOut @bostonmike

8. Connect Questions via Twitter:
#StandOut @bostonmike

9. Connect Questions via Twitter:
#StandOut @bostonmike

10. Connect Questions via Twitter:
#StandOut @bostonmike

11. Connect Questions via Twitter:
#StandOut @bostonmike

12. Connect Questions via Twitter:
#StandOut @bostonmike
ooops...
wrong day!

13. Connect Questions via Twitter:
#StandOut @bostonmike

14. Connect Questions via Twitter:
#StandOut @bostonmike

15. Connect Questions via Twitter:
#StandOut @bostonmike

16. Connect Questions via Twitter:
#StandOut @bostonmike

17. Connect Questions via Twitter:
#StandOut @bostonmike

18. Connect Questions via Twitter:
#StandOut @bostonmike

19. Connect Questions via Twitter:
#StandOut @bostonmike
THE NEXT
DAY...

20. Connect Questions via Twitter:
#StandOut @bostonmike

21. Connect Questions via Twitter:
#StandOut @bostonmike
How’d they
know that?

22. Connect Questions via Twitter:
#StandOut @bostonmike
It was this guy!!!

23. Connect Questions via Twitter:
WHAT I THOUGHT... #StandOut @bostonmike
Just spoke with mike. Wants to
head home to see his son.
Booked him on earlier flight.

24. Connect Questions via Twitter:
#StandOut @bostonmike
Wow!!!
Social Marketing
Automation!!!
© 2012 Awareness CONFIDENTIAL

25. Connect Questions via Twitter:
#StandOut @bostonmike
WHAT ACTUALLY
HAPPENED...

26. Connect Questions via Twitter:
#StandOut @bostonmike
Not as exciting, but a great story none the less

27. Connect Questions via Twitter:
THE 6 KEYS & WHERE DELTA STOOD OUT #StandOut @bostonmike
Paying Interaction Content
Attention
Presence Management Measurement
© 2012 Awareness CONFIDENTIAL

28. Connect Questions via Twitter:
#StandOut @bostonmike
Paying Attention
The Heart of your social
strategy
Involves Paying Attention to
behaviors and individuals
Focus area: Paying attention to
behavior to drive sales
Key Concepts:
•Social Prospecting
•Social Scoring
© 2012 Awareness CONFIDENTIAL

29. Connect Questions via Twitter:
FOR EXAMPLE… LET'S SAY WE ARE SELLING… #StandOut @bostonmike

30. Connect Questions via Twitter:
Traditionally… #StandOut @bostonmike
• Broadcast messages
through multiple channels
• Collect Data and
Demographically target
• Open stores in areas of
audience concentration
• Drive people to online or
offline purchases

31. Connect Questions via Twitter:
Through Social We Would: @bill Need new shoes
#StandOut @bostonmike
for the office party.
What to buy?
• Listen for individuals who show Need shoes? We have the largest
selection & 20% discount so you look
a likelihood of buying great at the party http://bit.ly/45hdf
• Target: month 2 in marathon
training. Feeling better
 Hyper-target individuals with everyday
contextual offers and
content Dude! If you need a new pair of kicks check these out
http://bit.ly/jhgk - We will power you on the big day!
 Identify Contextual
Influencers HUGE ski trip with the guys
 Market to a widget next month! Can’t wait!
enthusiast group on
Facebook Looking for new ski boots? 10% of for you today
http://bit.ly/jhgk
 Contextual groups (or
create one) UGH! I hate back to school
shopping for the kids!
We hate it too... shop online and avoid the hassle... free
returns! http://bit.ly/jhgk

32. Connect Questions via Twitter:
#StandOut @bostonmike
social scoring = finding prospects & converting them to
High potential to
customers Customer &
buy Influencer Partner Candidate Advocate
© 2012 Awareness CONFIDENTIAL

33. Connect Questions via Twitter:
THE BIG THREE OF MONETIZING BY PAYING ATTENTION #StandOut @bostonmike
Social Prospecting
Automated Social Profile Collectio
Social Scoring
© 2012 Awareness CONFIDENTIAL

34. Connect Questions via Twitter:
SOCIAL PROSPECTING #StandOut @bostonmike
Pay attention to the conversations and actions
that demonstrate a liklihood of sale. Identifying
buying signals and listen for them.
Example: Pella Windows

35. Connect Questions via Twitter:
IMPLICIT VS EXPLICIT BUYING SIGNALS #StandOut @bostonmike
Example: Pella Windows
Explicit Implicit
“Looking to buy
new windows. “Ugh… I can‟t get
Anyone have this draft to stop!
experience with It‟s cold in here!”
Pella?”
“What is the Just starting work
cheapest place to on the new
buy new windows?” addition!
Just bought the
“Looking for a
new house and am
recommendation
getting ready to
on windows…”
move next week!!

36. Connect Questions via Twitter:
SOCIAL PROFILE COLLECTION #StandOut @bostonmike
Collected the publically available profile information on the individuals
engaging in your specific conversations.
Engagement on brand
owned social destination
Participation in
Public Posts and actions
Facebook contests,
on Social Networks like:
Downloads, et
Social Profile
© 2012 Awareness CONFIDENTIAL

37. Connect Questions via Twitter:
SOCIAL SCORING #StandOut @bostonmike
Develop a scoring criteria that is dynamic and identifies individuals based
on actions over time.
© 2012 Awareness CONFIDENTIAL

38. Connect Questions via Twitter:
DEFINE A PATH TO PURCHASE #StandOut @bostonmike
TRACKING BEFORE DIRECT ENGAGEMENT
© 2012 Awareness CONFIDENTIAL

39. Connect Questions via Twitter:
BUILD A BEHAVIORAL SCORE MODEL #StandOut @bostonmike
© 2012 Awareness CONFIDENTIAL

40. Connect Questions via Twitter:
SOCIAL SCORING IN ACTION #StandOut @bostonmike
+10 points
Visited page
+10 points
“Any recommendations
for product?”
+5 points
Prospective JoinedFacebookpag
buyer e
+5 points
“looking to buy
something…”
© 2012 Awareness CONFIDENTIAL

41. Connect Questions via Twitter:
HYPER-TARGETED MARKETING CAMPAIGNS #StandOut @bostonmike
© 2012 Awareness CONFIDENTIAL

42. Connect Questions via Twitter:
REAL LIFE EXAMPLES #StandOut @bostonmike
The Louisville Real Estate
Agent
IBM Generates Millions by
Listening for Leads
30% conversion rate on
leads sourced via Twitter
TriNet Listens for „events‟ and Roger Smith Hotel attracts
sells software guests
© 2012 Awareness CONFIDENTIAL

43. Connect Questions via Twitter:
FOILED CUPCAKES #StandOut @bostonmike
© 2012 Awareness CONFIDENTIAL

44. Connect Questions via Twitter:
#StandOut @bostonmike
Interaction
If paying attention is the yin of
social marketing, interaction is
the yang.
Focus area: Interact with your
audience based on who they are to
drive improved response rates
Key Concepts:
•Interaction Continuum
•Interaction Science
© 2012 Awareness CONFIDENTIAL

45. Connect Questions via Twitter:
THE INTERACTION CONTINUUM #StandOut @bostonmike
© 2012 Awareness CONFIDENTIAL

46. Connect Questions via Twitter:
TIPS AT EACH STAGE #StandOut @bostonmike
See social Share photos
activity of others and videos
Extended in their network
Audience
The silent Ask Questions
observers
Passive
Followers
Regular Consistency is
Engagers key
Moderate
Interactors
Top Fans Make them
champions
Active Interactors
Influencers who
Guest post
are active with
Influential your brand
Interactors
© 2012 Awareness CONFIDENTIAL

47. Connect Questions via Twitter:
#StandOut @bostonmike
Content
Focus on the needs of your
prospects… not the needs of
your company
Repurposing content to drive
additional interactions and responses
Key Concepts:
•Home Base & Outposts
•Content Mapping
© 2012 Awareness CONFIDENTIAL

48. Connect Questions via Twitter:
MULTI-PURPOSING CONTENT #StandOut @bostonmike
© 2012 Awareness CONFIDENTIAL

49. Connect Questions via Twitter:
CONTENT MAPPING #StandOut @bostonmike
© 2012 Awareness CONFIDENTIAL

50. Connect Questions via Twitter:
#StandOut @bostonmike
Presence
Build and manage your brand
persona
Create a stand out persona that
thrives on interaction and posting
distinctive content
Key Concepts:
•Humanizing your brand
•Brand Consistency
© 2012 Awareness CONFIDENTIAL

51. Connect Questions via Twitter:
HUMANIZING A BRAND #StandOut @bostonmike
© 2012 Awareness CONFIDENTIAL

52. Connect Questions via Twitter:
BRAND CONSISTENCY #StandOut @bostonmike
© 2012 Awareness CONFIDENTIAL

53. Connect Questions via Twitter:
#StandOut @bostonmike
Management
Stand out management comes
from internal process and
execution
Manage and develop internal workflow
and procedures to drive success
Key Concepts:
•Workflow
•Consistency
© 2012 Awareness CONFIDENTIAL

54. Connect Questions via Twitter:
MANAGING THE SUPER BOWL #StandOut @bostonmike
Collaborate and
manage
internally
Example
The 2012 Super Bowl Host
Committee identified and
assisted fans in the
Indianapolis area for the
big game. A team of 50
managed all interactions
resulting in $3.2M in value
to NFL.

55. Connect Questions via Twitter:
JETBLUE #StandOut @bostonmike
© 2012 Awareness CONFIDENTIAL

56. Connect Questions via Twitter:
ORGANIZING INTERNALLY #StandOut @bostonmike
© 2012 Awareness CONFIDENTIAL

57. Connect Questions via Twitter:
#StandOut @bostonmike
Measurement
Meausure the things that
impact the bottom line
Measurement based on ROI
Key Concepts:
•ROI
•KPIs Measurement
© 2012 Awareness CONFIDENTIAL

58. Connect Questions via Twitter:
SOCIAL ROMI VS SOCIAL ROMO #StandOut @bostonmike
SOCIAL ROMI SOCIAL ROMO
Return on Marketing Investment Return on Marketing Objective
Overall social marketing contributions to Specific social marketing contributions to
the business over time (usually year-over- customer engagement and sales (usually
year) campaign based and short term)
© 2012 Awareness CONFIDENTIAL

59. Connect Questions via Twitter:
SOCIAL ROMI VS SOCIAL ROMO #StandOut @bostonmike
SOCIAL ROMI SOCIAL ROMO
Return on Marketing Investment Return on Marketing Objective
Add All Marketing Calculate Lead Gen
Expenditures Effectiveness
Determine Contribution to Results Determine Contribution to Results
Calculate ROMI
© 2012 Awareness CONFIDENTIAL

60. Connect Questions via Twitter:
8 ROI RELATED METRICS #StandOut @bostonmike
Conversions
Easiest Implementation = Link Append
1. Create appended URL:
http://mycompany.com/?q=LeadSource&fn=Link
2. Mask with vanity or bit/ly
3. Send through appropriate channel
Reach &
• Reach = SUM(Fans, Followers, Subscribers)
Relevance
• Reach Velocity = Social Reach growth Month-Over-Month
Interactions
• Interaction = SUM(shares, likes, retweets, @replies,
comments, favs, etc)
• Interaction Velocity = Social Reach growth Month-Over-Month
See also – Author Int Rate, Content Int Rate, Theme Int Rate
Activity Ratio
• Activity Ratio = # of Interactions / Social Reach
• Active Audience Ratio = # Active Audience Members / Social
Reach
© 2012 Awareness CONFIDENTIAL

61. Connect Questions via Twitter:
8 ROI RELATED METRICS (CONT.) #StandOut @bostonmike
Content Effectiveness
•Comment-to-Content Ratio
•Comment-to-Profile Ratio
•Content-to-Share Ratio
Brand Sentiment
•Audience Sentiment
•Contributor Sentiment
•Content Sentiment
•Author Sentiment
Inbound Links
•Total Number
•Authority Domains
Influence
•Influencer Score
•Influential topics/areas
© 2012 Awareness CONFIDENTIAL

62. Connect Questions via Twitter:
#StandOut @bostonmike
Mike Lewis
Author of „Stand Out Social Marketing‟
Vice President of Marketing & Sales
Awareness, Inc.
@bostonmike
mike@standoutsocialmarketing.com