This presentation goes beyond just social media and will include high level strategy as well as low level tactics. It also introduces the importance of engagement in creating and deepening your relationship with brand ambassadors.
Specific case studies are included as well as options for calculating ROI.
How to Manage Communities on Social MediaJosie Khng
Are your Facebook fans or Twitter followers overwhelming you with their conversations?
Afraid of re-creating the Chrysler or Nestle Social Media fiasco?
Don't worry, it's social media and not brain surgery!
The presentation will guide you through community management best practices for both the social media agency as well as your brand manager. This includes tips for your employees on how to behave on the internet.
Created for the digital marketing agency I work for, Vocanic in Singapore. Feel free to share this and check our website out at www.vocanic.com!
Like building a house, you want a solid foundation for your social media marketing efforts. This deck provides a high level look at what parts of the foundation you should have before just jumping in. A strong emphasis is on social media is not a stand alone strategy or tactic!
At the Digital Innovation Forum 2015 (brought to you by Big Hospitality and Restaurant Magazine), our CEO, Paul, and Sam, Head of Strategy, gave a presentation on Digital Branding for Social Content. The presentation focused around a case study for a recent project of ours for Wollensky's Grill in Chicago. Here are the slides from said presentation, with a full video and blog to follow.
Inbound Content Marketing for Retirement Living: What, Why, How?Our Kids Media
Content has become one of the most important tools that marketers have for generating leads and driving sales. But many companies struggle with understanding what it really is, and how to use it effectively in their sales cycle. Join us for this webinar and learn tips for creating great content from scratch. People make decisions based on research and emotion, and great content will fuel your sales cycle, propelling leads from initial contact to move-in. Register now! Offered in partnership with BCSLA.
Building, Growing & Sustaining Social Media Communities Keynote Presentation Pam Moore
Building, Growing & Sustaining Social Media Communities. Pam Moore, CEO /Founder Marketing Nutz, full service social brand, digital marketing, conversion optimization agency & consultancy used this presentation for her closing keynote presentation at the American For the Arts, National Art Project Conference in Portland, Oregon, November, 2013. Pam shares 10 tips to help business leaders birth, grow and sustain communities both on and offline.
http://www.pammarketingnut.com/2013/11/building-growing-sustaining-social-communities-includes-slideshare-presentation
How to Manage Communities on Social MediaJosie Khng
Are your Facebook fans or Twitter followers overwhelming you with their conversations?
Afraid of re-creating the Chrysler or Nestle Social Media fiasco?
Don't worry, it's social media and not brain surgery!
The presentation will guide you through community management best practices for both the social media agency as well as your brand manager. This includes tips for your employees on how to behave on the internet.
Created for the digital marketing agency I work for, Vocanic in Singapore. Feel free to share this and check our website out at www.vocanic.com!
Like building a house, you want a solid foundation for your social media marketing efforts. This deck provides a high level look at what parts of the foundation you should have before just jumping in. A strong emphasis is on social media is not a stand alone strategy or tactic!
At the Digital Innovation Forum 2015 (brought to you by Big Hospitality and Restaurant Magazine), our CEO, Paul, and Sam, Head of Strategy, gave a presentation on Digital Branding for Social Content. The presentation focused around a case study for a recent project of ours for Wollensky's Grill in Chicago. Here are the slides from said presentation, with a full video and blog to follow.
Inbound Content Marketing for Retirement Living: What, Why, How?Our Kids Media
Content has become one of the most important tools that marketers have for generating leads and driving sales. But many companies struggle with understanding what it really is, and how to use it effectively in their sales cycle. Join us for this webinar and learn tips for creating great content from scratch. People make decisions based on research and emotion, and great content will fuel your sales cycle, propelling leads from initial contact to move-in. Register now! Offered in partnership with BCSLA.
Building, Growing & Sustaining Social Media Communities Keynote Presentation Pam Moore
Building, Growing & Sustaining Social Media Communities. Pam Moore, CEO /Founder Marketing Nutz, full service social brand, digital marketing, conversion optimization agency & consultancy used this presentation for her closing keynote presentation at the American For the Arts, National Art Project Conference in Portland, Oregon, November, 2013. Pam shares 10 tips to help business leaders birth, grow and sustain communities both on and offline.
http://www.pammarketingnut.com/2013/11/building-growing-sustaining-social-communities-includes-slideshare-presentation
An integrated campaign is a 'sequence of individual, coordinated market events that share a common audience profile and messaging theme'. At the end of the day, an integrated campaign takes one strategic, creative idea and applies it to different channels, respecting that channel for the job it’s meant to do. It’s about consistency. It’s about being where your donor is – communicating with them in a way that suits them, and offering them choice in how they want to communicate with you. It takes a comprehensive understanding of all media, creative, strategy, production and data to bring an integrated campaign to life. This session will outline the process required to create an effective integrated campaign and present case studies of effective integrated campaigns created by Stephen Thomas Ltd.
Content Creation: The Ultimate “How To” Guide4Good.org
All of your online content should be created from the perspective of “Are you communicating your information in the most compelling and impactful way for your constituents?” We will review the strategy for content and messaging to be used in all marketing initiatives (website, blogging, social media, Search Engine Optimization, email, e-newsletters, brochures, etc.). At the end of this workshop, you’ll know how to create effective content from your homepage to your blog to your brochures!
Best Practices in Social Media for NGO's [Report]Social Samosa
As an NGO, your social media activities should aim at creating awareness, generating interest, encouraging sharing, and enlisting support and participationfor your initiatives.
Word of Mouth Marketing for the Direct Marketing AssociationWillow Baum
This "Art & Science of Word of Mouth Marketing" presentation illustrates cultural and media trends using case studies of sustainable upstarts that pose new challenges to the direct marketing industry and to the US Postal Service.
Presentation to an audience of senior marketers at a Fortune 50 company. Trends are based on concepts outlined in Social Media Marketing for Dummies and recent events in the digital space
A social business is one that embraces true customer communication and makes it a part of their DNA. Social media aware organizations share these six characteristics.
Listen to Your Customers
------------------------------------
Monitor your brand.
Collect and respond to feedback (positive or negative).
Encourage user-generated ideas and content.
Pay it Forward
------------------------------------
Take a helpful posture.
Give away what you do best.
Help spread the ideas of others.
Give more than you take.
Hand Employees the Keys
------------------------------------
Encourage them to be social media aware.
Equip them with the tools and training.
Allow employees to be themselves.
They are your best advocates.
Set No Expectations
------------------------------------
You engage to be helpful and supportive.
You don’t expect a bottom line ROI.
The ROI is in the relationships you build.
Build Bridges
------------------------------------
Maintain current relationships and build new ones.
If you develop a trust-centered relationship with your followers, you will eventually be rewarded with their business.
Gary Vaynerchuck calls this the thank you economy.
Support the Community
------------------------------------
Connect your audience to valuable content.
Don’t steal the spotlight. No one likes a ball hog.
Become the glue that connects people.
In this presentation, Jim Sterne, Web analytics expert and President of Web strategy firm Target Marketing, shared with us how social media metrics and Web metrics tie together.
Stuff about Twitter & Social Media for Marketing Magazine event (http://bit.ly/31Zea6) October 2009 with case studies from Five by Five & from Phones 4 U.
bluurb.wordpress.com
A case for the "strategy of no strategy" and a warning that the age of D.I.Y marketing (do it yourself) for small business is DEAD. Inspired by Tara "MissRogue" Hunt's "Your Social Media Strategy Won't Save You".
Empathic Marketing – aka, what’s true in life is true in marketing.David Murphy
Empathic Marketing was inspired by my observations over time and across categories that the ways in which we form personal relationships mirrors how we form brand relationships.
Forces such as empathy, experiences, endorsement and energy help shape our real life relationships. These 4Es of real relationships – empathy, experiences, energy and endorsement – form a clear and measurable brand planning model to help marketers create more customer-centered brand platforms.
Marketing Retirement Homes: What do Seniors Really Want and Search For? [SEMI...Our Kids Media
When you look at any retirement home marketing and communications material, you see the words Beautiful, Elegant, Amenities, Services... But what is it that families looking for a retirement community REALLY want? We analyzed thousands of questions and inquiries received from families using www.comfortlife.ca (Canada's guide and directory to the best retirement homes) to give you an insiders look into the needs and wants of Canadian seniors. Start marketing your retirement community and care services with this important research and insight.
Originally presented by Agnes Stawicki or Our Kids Media at the Comfort Life Marketing Academy Lunch & Learn in Toronto on April 8, 2014.
Getting Started with Influencer Marketing - Pubcon 2019Brent Csutoras
Influencer Marketing is one of the fastest growing and most effective forms of marketing today, but only if you really approach it with a well thought out, functional plan. This presentations gives you the information you need to start out right in Influencer Marketing!
Come dig in with us on three key aspects of engaging with customers and learn about specific techniques that will help drive sustainable growth in your business: Getting into the mindset of your prospects and customers, creating content that resonates with your target audience, and initiating a relationship.
Show me the smart money – increasing the productivity of market research(ers)
Achieving significant cost savings, research-led revenue replacement and growth requires wholesale changes to the way companies buy, use and conduct market research.
From insight generation to decision-focussed research: better briefing, prioritisation of research, accountability of research functions. From the
Outhouse to in-house: self-managed panels, omnibus, automated reporting, hiring “experts”
Satisfaction and preferences to customer value: CVA and choice modelling
Surveys to integrated data: operational segmentation and calibrated performance metrics.
Virginia Real Estate Agency Presentation 2013Matthew Rathbun
Agency is the backbone of the real estate industry. These relationships set the tone and out- line of how consumers will be work with their agent and what the agent’s responsibilities are. This course is constructed to reinforce the Virginia regulations pertaining to Agency and practical application of Procuring Cause. We’ll also explore agency disclosure options and tools to ensure compliance with regulations. Case Studies and student engagement makes this class interactive. For more information visit www.TheAgentTrainer.com
An integrated campaign is a 'sequence of individual, coordinated market events that share a common audience profile and messaging theme'. At the end of the day, an integrated campaign takes one strategic, creative idea and applies it to different channels, respecting that channel for the job it’s meant to do. It’s about consistency. It’s about being where your donor is – communicating with them in a way that suits them, and offering them choice in how they want to communicate with you. It takes a comprehensive understanding of all media, creative, strategy, production and data to bring an integrated campaign to life. This session will outline the process required to create an effective integrated campaign and present case studies of effective integrated campaigns created by Stephen Thomas Ltd.
Content Creation: The Ultimate “How To” Guide4Good.org
All of your online content should be created from the perspective of “Are you communicating your information in the most compelling and impactful way for your constituents?” We will review the strategy for content and messaging to be used in all marketing initiatives (website, blogging, social media, Search Engine Optimization, email, e-newsletters, brochures, etc.). At the end of this workshop, you’ll know how to create effective content from your homepage to your blog to your brochures!
Best Practices in Social Media for NGO's [Report]Social Samosa
As an NGO, your social media activities should aim at creating awareness, generating interest, encouraging sharing, and enlisting support and participationfor your initiatives.
Word of Mouth Marketing for the Direct Marketing AssociationWillow Baum
This "Art & Science of Word of Mouth Marketing" presentation illustrates cultural and media trends using case studies of sustainable upstarts that pose new challenges to the direct marketing industry and to the US Postal Service.
Presentation to an audience of senior marketers at a Fortune 50 company. Trends are based on concepts outlined in Social Media Marketing for Dummies and recent events in the digital space
A social business is one that embraces true customer communication and makes it a part of their DNA. Social media aware organizations share these six characteristics.
Listen to Your Customers
------------------------------------
Monitor your brand.
Collect and respond to feedback (positive or negative).
Encourage user-generated ideas and content.
Pay it Forward
------------------------------------
Take a helpful posture.
Give away what you do best.
Help spread the ideas of others.
Give more than you take.
Hand Employees the Keys
------------------------------------
Encourage them to be social media aware.
Equip them with the tools and training.
Allow employees to be themselves.
They are your best advocates.
Set No Expectations
------------------------------------
You engage to be helpful and supportive.
You don’t expect a bottom line ROI.
The ROI is in the relationships you build.
Build Bridges
------------------------------------
Maintain current relationships and build new ones.
If you develop a trust-centered relationship with your followers, you will eventually be rewarded with their business.
Gary Vaynerchuck calls this the thank you economy.
Support the Community
------------------------------------
Connect your audience to valuable content.
Don’t steal the spotlight. No one likes a ball hog.
Become the glue that connects people.
In this presentation, Jim Sterne, Web analytics expert and President of Web strategy firm Target Marketing, shared with us how social media metrics and Web metrics tie together.
Stuff about Twitter & Social Media for Marketing Magazine event (http://bit.ly/31Zea6) October 2009 with case studies from Five by Five & from Phones 4 U.
bluurb.wordpress.com
A case for the "strategy of no strategy" and a warning that the age of D.I.Y marketing (do it yourself) for small business is DEAD. Inspired by Tara "MissRogue" Hunt's "Your Social Media Strategy Won't Save You".
Empathic Marketing – aka, what’s true in life is true in marketing.David Murphy
Empathic Marketing was inspired by my observations over time and across categories that the ways in which we form personal relationships mirrors how we form brand relationships.
Forces such as empathy, experiences, endorsement and energy help shape our real life relationships. These 4Es of real relationships – empathy, experiences, energy and endorsement – form a clear and measurable brand planning model to help marketers create more customer-centered brand platforms.
Marketing Retirement Homes: What do Seniors Really Want and Search For? [SEMI...Our Kids Media
When you look at any retirement home marketing and communications material, you see the words Beautiful, Elegant, Amenities, Services... But what is it that families looking for a retirement community REALLY want? We analyzed thousands of questions and inquiries received from families using www.comfortlife.ca (Canada's guide and directory to the best retirement homes) to give you an insiders look into the needs and wants of Canadian seniors. Start marketing your retirement community and care services with this important research and insight.
Originally presented by Agnes Stawicki or Our Kids Media at the Comfort Life Marketing Academy Lunch & Learn in Toronto on April 8, 2014.
Getting Started with Influencer Marketing - Pubcon 2019Brent Csutoras
Influencer Marketing is one of the fastest growing and most effective forms of marketing today, but only if you really approach it with a well thought out, functional plan. This presentations gives you the information you need to start out right in Influencer Marketing!
Come dig in with us on three key aspects of engaging with customers and learn about specific techniques that will help drive sustainable growth in your business: Getting into the mindset of your prospects and customers, creating content that resonates with your target audience, and initiating a relationship.
Show me the smart money – increasing the productivity of market research(ers)
Achieving significant cost savings, research-led revenue replacement and growth requires wholesale changes to the way companies buy, use and conduct market research.
From insight generation to decision-focussed research: better briefing, prioritisation of research, accountability of research functions. From the
Outhouse to in-house: self-managed panels, omnibus, automated reporting, hiring “experts”
Satisfaction and preferences to customer value: CVA and choice modelling
Surveys to integrated data: operational segmentation and calibrated performance metrics.
Virginia Real Estate Agency Presentation 2013Matthew Rathbun
Agency is the backbone of the real estate industry. These relationships set the tone and out- line of how consumers will be work with their agent and what the agent’s responsibilities are. This course is constructed to reinforce the Virginia regulations pertaining to Agency and practical application of Procuring Cause. We’ll also explore agency disclosure options and tools to ensure compliance with regulations. Case Studies and student engagement makes this class interactive. For more information visit www.TheAgentTrainer.com
TapInfluence Co-founder Holly Hamann Presents "Why Influencer Marketing Matters" at the 6th Annual Social Media Marketing Conference on January 30th, 2013
Social Media: The Old Game Has New RulesHeather Lytle
Presentation to understand the basics of how social media has changed the landscape of marketing. It is the same game, just with new rules. Identifies "Presence" as the most important "P" in the new media marketing mix.
This presentation version includes more detailed text for those unable to attend presentation in person.
Anvil's Lunch & Learn on Using Social to Amplify Your BrandAnvil Media, Inc.
Anvil's Social Media Specialist, Melissa Fears, presented at Anvil's quarterly Lunch & Learn on using social to amplify your brand, increase followers, and obtain more customers.
Got Clout - GCC Global Coaches Conference October 2011Lisa McKenzie ★
Welcome to Red Carpet Strategies, thank you for joining us here to participate in our presentation with the Global Coaches Conference. Follow along with the slides below as you listen to Lisa McKenzie share her strategies on how to build your personal brand, share your expertise, grow your audience and discover how to measure and manage your social influence.
About Global Coaches Conference
Global Coaches Conference is the fastest growing online coaching conferences for global change leaders. Lively, enriching, powerful conversations with change leaders around the world.
A presentation by the Community Foundation for Northeast Georgia and Rock Paper Scissors to help nonprofits understand their brand impact on their organizations, begin building a Brand Commitment and Marketing Plan, establish the value of storytelling and its impact on marketing, and reconnecting with social media and how it impacts a nonprofit's efforts.
Just when you think you’ve mastered social media… along comes UGC, the “visual web” and SnapChat. We explore practical tips on how to adapt 6 key social media trends.
Healthy Inspirations Traditional Marketing & FacebookJustin Tamsett
Research shows traditional marketing is proving less successful but when combined with social media we see the success increase. Learn the secrets of both traditional marketing and social media.
Kevin Erb and Heather Schoegler presented to the Paul Clarke Nonprofit Resource Center on May 20, 2014. The content is aimed at helping not-for-profit organizations:
1. Do more with less
2. Think and act strategically
3. Define their audience
4. Define their toolkit
5. Build their arsenal
6. Engage their audience
7. Transform their audience into advocates
8. Share inspiration
Presented by Heather Schoegler and Tamarah Brownlee of Parkview Health. Covers content including:
- Guidelines or Policy or Both?
- Crafting your Policy and Guidelines
- NLRB Insights
- Implementation Plan
- Employee Social Media Examples
- Future Issues
- Your Next Steps
This is the why, how and story of the power (Twitter) social media has on promoting an event. It profiles the Parkview Foundation's Cookin' Men event held on April 30, 2011 in support of the mobile mammography program - a partnership between Parkview, Francine's Friends and the Breast Diagnostic Center.
Highlighting the why, how and results of using (Twitter) social media to engage the community to tell the story of the new Parkview Regional Medical Center.
For information on the Parkview Regional Medical Center, visit www.Parkview.com and follow the #PRMC hashtag.
Winners determined by votes in @bethelink's #JTerm11 course at Huntington University. Students voted on the nominees during class using Twitter. Nominees were selected based on research and personal experience. Please reference the "notes" for each slide for additional information including sources.
Habits of Success was presented to mentor students at Manchester College. The mentor program focuses on Covey's 7 habits so this presentation builds on those and adds in my personal recommendations on success strategies.
Presented through TQM Network (@tqmnetwork) on January 15, 2010 by Craig Crook (@craigdcrook), Andrew Hoffman (@bethelink) and Heather Schoegler (@HSchoegler).
An overview of social media tactics and best practice from a PR and marketing perspective. Includes case studies of both for-profit and not-for-profit organizations.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
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.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
Personal Brand Statement:
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.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
6. How does a brand
break through the clutter?
Become Remarkable.
7. If your company went out of business,
would anyone notice?
Dynamic Workplace.
Emotional Connection.
8. Engaged workers are 37% more likely to
stay with their employers.
Engaged customers are 3x more likely
to recommend (advocate) a product or
service to a friend.
Dynamic Workplace.
Emotional Connection.
9. How does a brand
break through the clutter?
Engage.
13. Who determines the brand?
Consumers through their experience.
And their family, friends.
And your coworkers.
And suppliers, vendors.
The community at large.
14. How does a brand fit into a
community?
Openly embracing a fan mentality.
Put the power into the fan’s hands.
Join them first.
15. Community Engagement
= the level of involvement, interaction,
intimacy an individual has with a brand
over time.
If it’s about sales, market share,
etc., build engagement that will get
people to interact but also buy and
advocate.
26. It’s not just about Social Media.
Behave as you do offline.
Engage as you do offline.
At Parkview, we strive for excellence
with every patient, every day and
[in every interaction, in every way.]
Be yourself.
27. It’s not just about Social Media.
It’s about conversations.
15% of consumer discussions happen online
16% of consumer discussion are inspired by TV
76% of consumer conversations happen face-to-face
Start convos
everywhere.
28. How do we start those conversations?
Be a community celebrant. Not celebrity.
Your story becomes the community’s story.
Customers become emotionally invested in your success.
Relationships start being built around shared values.
Emotional connections with customers become natural, not
forced.
Celebrate success of your
customers, community.
29. Result?
Relationship Capital.
“Businesses, like people, thrive on good relationships and,
like people, don’t appreciate being treated as a money
generating mule-horse expected to carry on regardless of
conditions. Service delivered on an emotional level, a
relationship capital level, comes naturally when you are
doing what you love.”
– Scott Woodhead
30. Community must be collaborative.
Marketing, PR, Social Media
Innovation
Customer Service
IT
Legal
HR
No One Person Owns
Engagement.
31. Community must be collaborative.
Working together creates a remarkable
service or product.
Being Remarkable
Creates Passion, which
Creates Brand Ambassadors.
33. Don’t try to control it.
Don’t sound like a press release.
Don’t over share.
Listen. Engage.
Know your audience; where they are.
Know your options.
Deepen the relationship.
Be in the Conversation.
34. Listen. Engage.
@XboxSupport is the Guiness World
Record Holder for most responsive brand
on Twitter.
• 5,000 tweets/week
• 3-5 minute average response time
AT&T uses “cocktail” style conversation to
glean info from customers. Champions
users internally.
Be in the Conversation.
35. Listen. Engage.
Monitor Listen
Conversations Engage
Be in the Conversation.
36. Know your audience; where they are.
Are your customers:
• Local
• National
• Global
If yes, who is where?
Be in the Conversation.
37. Know your audience; where they are.
Are your customers:
• Local
• National
• Global
If yes, who is where?
Be in the Conversation.
42. Celebrate your Brand Ambassadors.
Ambassador or Advocacy Program.
Customer-Engagement Summit.
Focus Group.
VIP Opportunities. Exclusives.
Loyalty Program.
Leverage.
43. Ambassador or Advocacy Program.
FiskersFiskateers.
Intel Insiders.
Microsoft MVPs.
Walmart Moms (and Dads).
Leverage.
44. VIP Opportunities.
Parkview Regional Medical Center
Social Media Tours
• 16 conversations through 55 tweets
• 12,057 witnesses
• 757 lists exposed
“I understand now that at every decision, the
patients and the community were considered.”
Leverage.
46. Loyalty Program.
Scentiments.com – December 2011
• 10 points for Facebook& Twitter mentions
• 2,000 shoppers signed up in the first week
• 500 members mentioned in social media.
Increase in holiday sales directly related to
the program.
Leverage.
50. Don’t count your fans before they
hatch.
Starbucks
• 26 million fans
• 0.26% engagement rate
• 0.02% comments
Measuring.
51. Share of Voice (SOV)
= #brand mentions/total# of industry mentions
Social Media Engagement
= #Likes+#Shares+#Comments/#posts
Google Analytics Social Insights
Brand Awareness.
53. Social Sales Effectiveness (SSE)
= #sales via SM/total #sales
Repeat Purchases
= #buying “more” via SM/total #purchases
Market Share
Sales.
54. Net Promoter Score
= % Promoters - % Detractors
Only one part of Net Promoter System.
- Right tools
- Right management process
= more promoters, less detractors
Loyalty.
58. Retail Life-Cycle
eBay’s Help Me Shop browser plug-in
• Begins with inspiration and research.
• Connect with friends through purchase.
• Resource for those consider same buy.
Goes beyond eBay’s inventory.
Innovating.
59. “The future of social networking lies in conveying
value and delivering against the brand promise
not only within your own communities but also in
the communities you do not own and are not
present. The cycle of monitoring must be
supported by a conversation framework that
pushes important opportunities to engage or learn
through the organization to return a response or
trigger change or adaptation within.” – Brian
Solis, author of Engage
This presentation goes beyond just social media and will include high level strategy as well as low level tactics. It also introduces the importance of engagement in creating and deepening your relationship with brand ambassadors.
Most businesses agree that good brands are bought. In today’s world, those who allow others to “join” their brand will be great.
Communications is not a One-Way Street any more.Social Media has changed the way we market.Billboards, print ads, and commercials were always one-way.Now, brands engage in dialogue with the consumersCommunication is now a two-way street.What else is it?
It’s the “the digital watercooler” effect – what happens (or historically happened) offline, now happens online.That’s why my overarching philosophy and what you’ll see throughout is simply taking your brand, values and actions you are already doing offline and bringing them online.That’s word of mouth, but how do we work with social marketing and traditional marketing?
What makes a Brand memorable?Nielsen tested 2011 Superbowl ads for likeability and recall.The Top 3 liked ads, didn’t make Top 10 list for recall. Cute, funny, creative doesn’t always create brand connection.
You might wonder how to become remarkable though….
This might be a little harsh…If you can answer “YES” to the question – start there!Why you can answer yes makes your brand remarkable.It’s also important to offer a unique product or service. But when you don’t necessarily have something completely unique, focus on the other two qualities.“Your Company’s “Obituary” Can Shape Its Future” in Harvard Business Review May 2012 by Taylor
I like numbers, especially to back up beliefs. These numbers clearly support an emphasis on “engagement.”“How to Engage Your Customers and Employees” in Harvard Business Review May 2012 by R. “Ray” Wang.
“Improved engagement creates business value and strategic differentiation.”“How to Engage Your Customers and Employees” in Harvard Business Review May 2012 by R. “Ray” Wang.
How Parkview Health defines engagement and why we believe it’s critical to supporting our mission to improve the health of the communities we serve.
WHERE we look for engagement opportunities:Examine the current stateIdentify our vision for the future Engagement is how we fill the gap between the two.What are the optimal synergies and relationships we can build onThat inform and support our strategic priorities
HOWIn all opportunities for community engagement, we’ll be making sure itAchieves our strategic goals for growthConnects the dots across marketing, clinical and business functions for optimal successTracks ROE to ensure that we are delivering on our growth goals
WHY Engage?Old View = you own your brandNew View = consumers own your brand
Before you create your own community and try to get people to join it,Find out where your ambassadors are and join them there.
In a perfect world, we’d all like to think that loyalty = profits. Right?In my line of work, we would actually replace profits with health!However, most businesses struggle to find the balance between simply growing their customer base and cultivating devoted followers.“5 Ways to Convert Users and Clients into Loyal Advocates” in FastCompany.com by Lydia Dishman April 5, 2012
GOALS for Engagement“Stop MANAGING your Customers and start ENGAGING them!” on socialmediatoday.com by IvarKroghrud
So who evangelizes?What do we call that group?…..There are a lot of terms out there and some of them are used synonymously. However, not all are created equal.For the purposes of engagement and building loyalty, we’ll call our target “Brand Ambassadors.”
Don’t confuse audience with influence.Having a large # of followers doesn’t give you the power to drive action.Having a large # of followers give you to drive awareness.“Social Media Influencers versus Brand Advocates Infographic” onconvinceandconvert.com by Jay Baer July 2012http://www.briansolis.com/2011/06/is-the-universal-sign-of-engagement“Why Online Influencer Outreach is Overrated and How to Fix It” on convinceandconvert.com by Jay Baer
Advocacy is simply a temperature scaleAnd is wholly conditional. Variables: Their passion for the brandKnowledge of the categoryAnd morehttp://www.briansolis.com/2011/06/is-the-universal-sign-of-engagement“Why Online Influencer Outreach is Overrated and How to Fix It” on convinceandconvert.com by Jay Baer
Via Zuberance.comFor these slides, consider “Brand Advocate” to equal “Brand Ambassador”“Social Media Influencers versus Brand Advocates Infographic” onconvinceandconvert.com by Jay Baer July 2012
Via Zuberance.com“Social Media Influencers versus Brand Advocates Infographic” onconvinceandconvert.com by Jay Baer July 2012
Via Zuberance.com“Social Media Influencers versus Brand Advocates Infographic” onconvinceandconvert.com by Jay Baer July 2012
First things first.If you haven’t tapped into the power of those who are passionate about your business (a.k.a. Your Core),Don’t bother trying to reach influencers.EXAMPLE: Jay Baer says, “Your facebook page isn’t a place to create new customers from thin air, it’s a clubhouse.”Once you’ve focused efforts on current customers who have a passion for your business,Then put some focus on influencers who bring the audience. HOW? Don’t ask Influencers to cover your product. Ask them to cover the movement of your brand ambassadors.“Social Media Influencers versus Brand Advocates Infographic” onconvinceandconvert.com by Jay Baer July 2012“Why Online Influencer Outreach is Overrated and How to Fix It” on convinceandconvert.com by Jay Baer
People are only as interested in your brand’s #sm effortsAs your brand shows interest in the community.BTW – you should do this because your consumers do this.** Buzzfeed recently did a study and found that real-world sharing (or word-of-mouth marketing) is no different online and offline.- Looked at 50 stories receiving most traffic on Facebook since 2007: media ratio of views to shares was only 9-1.“Growing Social Networks for Business: 3 essential lessons” on TopRankBlog.com by Lee Odden on July 16, 2012“Do Influencers Still Matter in Social marketing” in socialmediatoday.com by Mac Ocampo March 23, 2012
It’s also important to remember to do it at scale.You don’t have to be SBUX or Apple. “Benefits of inluencer-relationship marketing: authenticity, scale and ROI” on smartblogs.com by Gregory Shove April 9, 2012
If you’re in marketing, you’ve got a unique skill set. Most of the time, you’ve been focused on using that to advance your company’s brand.What happens if we take those skills and instead of using them to benefit us/company, we use them to benefit and promote others…your brand ambassadors.After all, don’t they own your brand?
How many of you are doing what you love?Can you build relationship capital with your brand ambassadors if they LOVE your product more than you do?
Deployment
Collaboration across the departments involved is pretty unique.That uniqueness operationally, can add to your remarkableness.You being remarkable is what people remember with fondness when they write your obituary.
“over share” – “no one one wants to hear from your company more than they do their own friends and family.“deepen” – It is cheaper to retain a customer than acquire a new one. Make sure you’re engaging with them in a way that when they return again, you are adding recognition status. “Legitimize” them! It only deepens the relationship and makes them more loyal.** Be proactive. Don’t let someone else tell your story. Know what your competitors are doing and/or what they’re saying about you, your products or your industry.http://mashable.com/2011/04/12/digital-marketing-lessons/“5 Ways to Convert Users and Clients into Loyal Advocates” in FastCompany.com by Lydia Dishman April 5, 2012
Xbox also listens for mentions of the brand to let them know the “Tweet Fleet” is there to offer support for technical issues.AT&T is excellent example of taking external information and shaping internal culture and process.** By tracking data businesses can “connect the dots” between their customers’ transactions and their future engagement.http://mashable.com/2011/04/12/digital-marketing-lessons/
Just because the current state of social mediaPromotes monitoring as a reporting functionAnd conversations as a symptom of a reactionDoesn’t mean it has to be that way in the future.In fact, that’s a very traditional sense of the tools.Consider again that AT&T doesn’t simple report customer feedback.They make internal and external changes because of it. http://www.briansolis.com/2011/06/is-the-universal-sign-of-engagement/
Remember, it’s not about “you” and your preferences of use.It’s about everyone else. http://mashable.com/2011/04/12/digital-marketing-lessons/
Geotarget posts for to localize a message, promotions and contests.http://mashable.com/2011/04/12/digital-marketing-lessons/
Not an exhaustive listhttp://mashable.com/2011/04/12/digital-marketing-lessons/
FOR EXAMPLETwitter and Facebook are not interchangeable. You should have a different approach for each.Now, my examples for each of these are a bit generic and obviously there are exceptions in practice.http://mashable.com/2011/04/12/digital-marketing-lessons/
Once you’ve created them…what do you do with them?Deepen the relationship…Note that it’s an “Engagement” Summit, not experience. Engagement includes all the ways your company can motivate customers to invest in an ongoing relationship with your product or service.(Remember/Reference PH VIDEO)“Five ‘no regrets’ moves for superior customer engagement” in McKinsey Quarterly by Tom French, Laura LaBerge, and Paul Magil July 2012
Depending on where you are in your brand ambassador program, this might be relevant or might feel like Phase 4. And that’s good!These programs span all customer relationships. You need to be able to sustain and invest and consider how you’ll use their feedback to change products and services.What is common across all of these organizations:- They put the advocates front and center, often before the brand.“Webinar: Scale and Trust. Making the case for a Formalized Social Advocate Program” on web-strategist.com July 3, 2012
Case StudyBe completely up front and honest with:WhyExpectationsBe genuine. Remember that ambassadors like being flattered. Inviting them to an exclusive legitimizes their position.
CONNECT THE DOTSWho is your audience. Provide them with resources, key words, etc. that add to the engagement. (Ex: QR Code on hard hat.)Remove hindrances to success. (Ex: don’t give handouts to people on a tour when you want their hands free to do #sm.)CLOSING THE LOOPSend personalized thank you’sUse keywords and specifics from event (Ex: hashtag and Parkview twitter handle to encourage and reinforce further engagement.)
Do you already offer a loyalty program, TY’s?Just take that online.“5 Ways to Convert Users and Clients into Loyal Advocates” in FastCompany.com by Lydia Dishman April 5, 2012
** Note of caution: before you consider incentivizing, consult your lawyer first. ** FTC requires all material connections to be disclosed with a document process. Here is where you DO want to over share. Disclosure give brands authenticity and transparency.“7 Tips to Enhance Influencer Marketing” in Mashable.com by Michael Ogince July 10, 2012
Example of tweet link and resulting info using Cmp.ly“7 Tips to Enhance Influencer Marketing” in Mashable.com by Michael Ogince July 10, 2012
Sales people have that terrific saying that goes Always Be Closing but I think when we’re talking engagement, we need to always be measuring.In other words: ROI
Numbers don’t mean anything if you can’t achieve basic levels of engagement.“Why Brands Need Friends – Not Fans – on Facebook” on Mashable.com by Clyde McKendrick November 18, 2011
ROI“Social Analytics Formulas to Use for ROI Reports” in socialmediatoday.comhttp://socialmediatoday.com/576416/5-killer-strategies-dominate-facebook-twitter-and-youtube
ROI“Social Analytics Formulas to Use for ROI Reports” in socialmediatoday.com
ROI“Social Analytics Formulas to Use for ROI Reports” in socialmediatoday.com
Don’t forget to measure loyalty. Remember, loyalty creates advocates and evangelists.NPS research shows:Companies with high NPSAlso show high financial gainsAnd high market share Always be testing! Don’t take a theory unless it proves true in your business.
What could be on the horizon for brand ambassador engagement?http://www.briansolis.com/2011/06/is-the-universal-sign-of-engagement/
“Second-Screen Engagement: the marketer’s holy grail?’ in Mashable.com by Lauren Hockenson June 28, 2012
Reminds us that brand ambassadors aren’t just external. They’re internal as well and sometimes that population is more critical to your success than the external ambassadors.“Measuring an Employee’s Worth? Considering Influence” in FastCompany.com by E.B. Boyd July 5, 2012
Would you create a product that supports sales outside your business?!As it’s a new tool, the ROI of this as yet to seen.“4 Retail Revolutionaries Rethinking E-Commerce” in FastCompany.com by Tara Moore March 30, 2012
Imagine this…social media isn’t aboutWhat you can do for your consumersBut what your consumers can do for you. http://www.briansolis.com/2011/06/is-the-universal-sign-of-engagement/