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Nama deck 8 21-12-ye-3

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Nama deck 8 21-12-ye-3

  1. 1. Beyond Facebook & Twitter Taking your social media program to the next level NAMA BOOT CAMP | AUGUST 2012 Rick Thaemert & Bill YeSocial Media - Beyond Facebook and Twitter AUGUST 2012
  2. 2. Introductions Rick Thaemert and Bill Ye Social Media - Beyond Facebook and Twitter AUGUST 2012
  3. 3. AboutGlobal Prairie Social Media - Beyond Facebook and Twitter AUGUST 2012
  4. 4. Our Value Proposition Insights and ideas at the intersection of marketing and technology Social Media - Beyond Facebook and Twitter AUGUST 2012
  5. 5. Relevant Experience Social Media - Beyond Facebook and Twitter AUGUST 2012
  6. 6. Our Approach OWNED MEDIA • Website • Blogs OWNED • Events MEDIA • Collateral • Sales tools EARNEDEARNED MEDIA MEDIA• Advocacy PAID MEDIA• Publicity PAID MEDIA• Social media • Print• Scientific publications • Broadcast• Executive visibility • Online • SEM Social Media - Beyond Facebook and Twitter AUGUST 2012
  7. 7. The Evolution of Social Media Social Media - Beyond Facebook and Twitter AUGUST 2012
  8. 8. Social Evolution• From distinct channels• To networks• To total integrated engagement Social Media - Beyond Facebook and Twitter AUGUST 2012
  9. 9. The Social Network Social Media - Beyond Facebook and Twitter AUGUST 2012
  10. 10. Age Of ConversationWe’re living in the age of theconversation, where more and morepeople have… Social Media - Beyond Facebook and Twitter AUGUST 2012
  11. 11. Creating… Social Media - Beyond Facebook and Twitter AUGUST 2012
  12. 12. Sharing… Social Media - Beyond Facebook and Twitter AUGUST 2012
  13. 13. 24/7… Social Media - Beyond Facebook and Twitter AUGUST 2012
  14. 14. At Warp Speed… Social Media - Beyond Facebook and Twitter AUGUST 2012
  15. 15. Resulting In Data Explosion In 2011 more data was created than in all previous years of human history combined. Source: IBM Global Chief Marketing Officer Study Social Media - Beyond Facebook and Twitter AUGUST 2012
  16. 16. SocialNetworkExamples Social Media - Beyond Facebook and Twitter AUGUST 2012
  17. 17. FacebookSocial Networks allow users and organizations tostrategically engage in a variety of ways:• Community• Advocacy• As Individuals – Influencers, Thought Leaders Social Media - Beyond Facebook and Twitter AUGUST 2012
  18. 18. Twitter Social Media - Beyond Facebook and Twitter AUGUST 2012
  19. 19. LinkedIn• Recruitment• Thought Leadership• Interaction through status updates• Join Groups – originate and engage in discussions – exhibit your opinion, exhibit your brand Social Media - Beyond Facebook and Twitter AUGUST 2012
  20. 20. Social Business Networks Social Media - Beyond Facebook and Twitter AUGUST 2012
  21. 21. Benefits Of Social Business Social Media - Beyond Facebook and Twitter AUGUST 2012
  22. 22. Intel Arctic Apples SOCIAL MEDIA Snapshot GM Potato SOCIAL MEDIA Snapshot July 31, 2012 – August 13, 2012 July 31, 2012 – August 13, 2012 COVERAGE SOURCES KEY INSIGHTS/DIALOGUE TOPIC CLOUD •• There were917 posts about Arctic Apples over modified potatoes There were 1,527 posts about genetically the past two weeks. • Facebook drove the vast majority of conversation with 86.3% of 691 during the followed by Twitter with 9.9% of coverage. past two weeks.800900 791 coverage, Twitter drove the majority around conversation with 45% of700 •• The significant conversation of the the Arctic Apple can be800 coverage, followed by Facebook with 24.5%. attributed in large part to increased consumer involvement with600700 374 • There was a significant increase in the conversation relating NGOs during the USDA public comment period.500600400 o acrylamide, including: Label It” on August 2 sparked to A Facebook post by “Just500300 214 o Over 60 retweets of a across social media regarding the Arctic increased conversation post from @antimcdonalds stating200 125 that McDonalds‟ food period andacrylamide, causing Apples public comment contains received over 1,700 shares,400 75 270 likes and 53 comments (see following slide).100 24 21 deadly problems in pregnant women. Food and Water300 0 o A Facebook meme (see following slide) by An article aboutSnow White‟s Queen holding an apple with the o Watch displayed potato chips and acrylamide by200 91 Mercola.com, “Are You the meme has been shared 562 times title, “Trust Me, It‟s Safe”; Eating This All Time Favorite100 14 13 8 „Cancer-in-a-Can‟ Snack?”, which generated and has received more than 30 comments to date. 0 o conversation across of the Facebook meme by the article Continued circulation social media platforms; Occupy Monsanto was viewed 436, 152 times, shared over 60 times and tweeteda green apple carved into the shape of a skeleton with showing over 561 times. the title, “I‟m no ordinary apple”; the meme has now been • Articles from Grist.org and has received in excess of 1,000 shared 2,991 times and the BBC continued the social media chatter around GMO potato field trials in Ireland. comments. •• Based on keywords, including “avoid” and “unnatural,” appear Negative negative social media commentary around GM foods, “bad” appears as a keyword termtone of overall chatter. prominently in the topic cloud, reflecting the within this report‟s topic cloud POSTING TRENDS TWEET SENTIMENT TOP INFLUENCERS Klout NEUTRAL NEGATIVE NEUTRAL NEGATIVE• Conversation peaked on August 2 and The largest spike in conversation occurred on July 31th with 310 posts and can be attributed August 8 related to two separate Facebook poststhe GMO potato It”, both to chatter about by “Just Label field trials in Ireland. with a call to action for consumers to NEUTRAL NEGATIVE• Conversation on GM potatoes increased on submit comments to the USDA opposing August 8 due to articles by Egypt the deregulation of Arctic Apples. Independent and The Diet Solution, which• The peak on August 10 reflected the reported study findings of intestinal changes Social Media - Beyond Facebook and Twitter AUGUST 2012 Facebook meme “Trust Me, It‟s Safe” by in rats caused by eating genetically Food and Water Watch. modified potatoes.
  23. 23. Just Say “Know” to Genetically Engineered Apples (Facebook) Social Media - Beyond Facebook and Twitter AUGUST 2012
  24. 24. “Trust Me, It‟s Safe” (Facebook) Social Media - Beyond Facebook and Twitter AUGUST 2012
  25. 25. AdvocacySmithfield Social Media - Beyond Facebook and Twitter AUGUST 2012
  26. 26. AdvocacyU.S. Farmers & Ranchers AllianceCenter for Food Integrity Social Media - Beyond Facebook and Twitter AUGUST 2012
  27. 27. Brand Building Social Media - Beyond Facebook and Twitter AUGUST 2012
  28. 28. Keys ToSuccess Social Media - Beyond Facebook and Twitter AUGUST 2012
  29. 29. Keys To SuccessDefine business objectives and metricsListen, analyze, engageMake content compelling and “fluid”Revisit business objectives and metrics Social Media - Beyond Facebook and Twitter AUGUST 2012
  30. 30. Listen, Analyze, Engage Social Media - Beyond Facebook and Twitter AUGUST 2012
  31. 31. Metrics SlideFacebook InsightsGoogle AnalyticsSocial Media MonitoringKlout Social Media - Beyond Facebook and Twitter AUGUST 2012
  32. 32. Where Next Social Media - Beyond Facebook and Twitter AUGUST 2012
  33. 33. Nowcasting Social Media - Beyond Facebook and Twitter AUGUST 2012
  34. 34. Nowcasting Social Media - Beyond Facebook and Twitter AUGUST 2012
  35. 35. Summary• Social Media strategy has evolved from separate channels, varied tactics to an integrated approach• There is a vast amount of data available and it’s only growing.• Let your business objectives be your guide but define metrics to keep your tactics in check• Combined with qualitative research, your engagement strategy can affect conversations in real time and allow you to adjust your business decisions Social Media - Beyond Facebook and Twitter AUGUST 2012
  36. 36. Thanks &QuestionsRick Thaemert and Bill Ye Social Media - Beyond Facebook and Twitter AUGUST 2012

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