Adam Metz


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Viral Marketing / Social Media Marketing and The Advertising
This workshop will feature the leading social media platforms Twitter and Facebook, that offers new opportunities for businesses and solution providers to reach their customers and engage / acquire new customers. This will be followed by round table discussions led by experts who will help you with your specific questions and concerns. The session will conclude with a fireside chat with the experts and sharing of the learnings from the day.

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Adam Metz

  1. 1. Consumer-Brand Social Media <ul><li>Best Practices & Case Studies of Social Customer Management </li></ul>Adam Metz, Principal, Metz Consulting
  2. 2. Desired Outcomes - $☺ ☞☜☝☟ ♡ <ul><li>To obtain customer data from the social Internet for four primary reasons </li></ul><ul><ul><li>Create sales - $ </li></ul></ul><ul><ul><li>Drive brand awareness & equity - ☺ </li></ul></ul><ul><ul><li>Speak with and listen to customers across multiple channels - ☞☜☝☟ </li></ul></ul><ul><ul><li>Allow customers who love the brand to evangelize the brand ♡ </li></ul></ul>
  3. 3. The Methodology <ul><li>Phase I : Assess Needs, Contracting Process </li></ul><ul><li>Phase II : Data Collection, Diagnosis, Structural Strategy </li></ul><ul><li>Phase III : Feedback Meeting(s), Tactical Strategy </li></ul><ul><li>Phase IV : Implementation & Tactical Strategy Delivery </li></ul><ul><li>Phase V : Re-Cycle, Re-implement or Termination </li></ul>} 12-24 mo.
  4. 4. Best Practices <ul><li>Consulting team and client need to follow a Flawless Consulting methodology </li></ul><ul><li>Strategy composition should follow POSTm methodology </li></ul><ul><ul><li>Modified Forrester methodology </li></ul></ul><ul><ul><li>People, Objectives, Strategy, Tools, Measurement </li></ul></ul><ul><li>All data points must reconcile to both an analytics solution AND a customer relationship management solution </li></ul>
  5. 5. Case Study #1 <ul><li>Deliverable </li></ul><ul><ul><li>12 month structural and tactical social web strategy (written July-Oct 2008) </li></ul></ul><ul><li>Execution </li></ul><ul><ul><li>SFCVB marketing and I.T. teams executed </li></ul></ul><ul><ul><li>First destination marketing organization to implement social network connectivity (Facebook Connect) </li></ul></ul>San Francisco Convention & Visitors Bureau
  6. 6. Case Study #1 <ul><li>Key Outputs </li></ul><ul><ul><li>108, 162 fans in 12 months </li></ul></ul><ul><ul><li>Largest destination marketing organization outside of NYC, Chicago on the social web </li></ul></ul><ul><ul><li>Typical posts have return-on-participation of up to 300-500x </li></ul></ul><ul><ul><li>ROI of 200x on implementation </li></ul></ul>San Francisco Convention & Visitor’s Bureau
  7. 7. Case Study #2 <ul><li>Deliverable </li></ul><ul><ul><li>12 month structural and tactical social web strategy </li></ul></ul><ul><ul><li>Business Development with all key social web brands </li></ul></ul><ul><li>Execution </li></ul><ul><ul><li>Mighty Leaf marketing & eCommerce teams implemented </li></ul></ul>Mighty Leaf Tea
  8. 8. Case Study #2 <ul><li>Outputs </li></ul><ul><ul><li>15% year-over-year increase in web traffic </li></ul></ul><ul><ul><li>5402 Fans across social networks - most popular non-Starbucks beverage on Twitter </li></ul></ul><ul><ul><li>Daily contact with customers and prospects </li></ul></ul><ul><ul><li>Order size grew 12-20% post-implementation </li></ul></ul>Mighty Leaf Tea
  9. 9. Case Study #3 <ul><li>Deliverable </li></ul><ul><ul><li>Strategy for the brand’s first social web implementation, for Pulitzer-Prize-winning author Thomas Friedman’s Hot, Flat & Crowded </li></ul></ul><ul><ul><li>Coordinated business development between FSG and business social network LinkedIn </li></ul></ul><ul><ul><li>Coordinated synchronization of FSG, Friedman web properties and social web strategy implementation </li></ul></ul>MacMillan/Farrar, Straus & Giroux
  10. 10. Case Study #3 <ul><li>Key Outputs </li></ul><ul><ul><li>The most successful non-fiction author implementation on LinkedIn </li></ul></ul><ul><ul><li>650 Responses </li></ul></ul><ul><ul><li>Respondents included COO of Red Cross </li></ul></ul><ul><ul><li>Best responses planned for integration in second revision of book </li></ul></ul>MacMillan/Farrar, Straus & Giroux
  11. 11. Book, Management Consulting