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Don’t Waste Time Online – Strategy First ,[object Object],Business First Social Media Summer Camp,[object Object]
Setting the Tone,[object Object],What makes it noise vs. helpful communication?,[object Object],What bothers you about information you receive in the mail, email and online for social networks?,[object Object],What inspires interaction?,[object Object],What barriers do you see to implementing a strategy at your organization?,[object Object]
Don’t  Waste  Time  Online –  Strategy  First
Don’t  Waste  Time  Online –  Strategy  First
Don’t  Waste  Time  Online –  Strategy  First
Don’t  Waste  Time  Online –  Strategy  First
Key Elements,[object Object],Solution meets audiences needs,[object Object],Accessibility,[object Object],Hyper Segmentation,[object Object],Convergence,[object Object],Online Activity = Offline Action,[object Object],A  Burning Platform,[object Object],Account = success,[object Object]
My BO – Wrap Up,[object Object],What was the value for the customer?,[object Object],What was the visible measurement?,[object Object],The Numbers,[object Object],2 million profiles,[object Object],35,000 volunteer groups,[object Object],400,000 blog posts,[object Object],200,000 offline events,[object Object],13 million email addresses,[object Object],$639 million raised (67% online),[object Object],Millions of SM connections,[object Object]
Social Media Strategy,[object Object],Research and Planning,[object Object],Need (customer/business),[object Object],Current Conversation,[object Object],Identification of actions willing to take (internal culture),[object Object],Resources (content, people, $$),[object Object],Action,[object Object],Build channel/customize channel,[object Object],Communication (and integration),[object Object],Evaluation – Measure and Adjust,[object Object]
Don’t  Waste  Time  Online –  Strategy  First
Don’t  Waste  Time  Online –  Strategy  First
Key Elements,[object Object],Identification of barriers,[object Object],Location,[object Object],Culture,[object Object],Stock price/performance slide,[object Object],Online action = offline action,[object Object],Authenticity,[object Object],Gradual build,[object Object],Access,[object Object]
BE3 Blog Wrap Up,[object Object],What was the value for the employee?,[object Object],What was the visible measurement?,[object Object]
A New Channel,[object Object]
Don’t  Waste  Time  Online –  Strategy  First
Don’t  Waste  Time  Online –  Strategy  First
Using Social Media for Innovation - Starbucks,[object Object],New Channel (not an existing tool),[object Object],Allows for multiple user interaction types,[object Object],Fills a need,[object Object],Creates ownership from customer,[object Object],Fulfills on the brand promise (online/offline),[object Object]
MyStarbucks Wrap Up,[object Object],What was the value for the customer?,[object Object],What was the visible measurement?,[object Object]
Audience ,[object Object],Where do get their information?,[object Object],User Behaviors,[object Object],Create,[object Object],Collect,[object Object],Consume,[object Object],Comment,[object Object]
Don’t  Waste  Time  Online –  Strategy  First
Using Social Media for Customer Service - Comcast,[object Object],Existing Tool  ,[object Object],Fills a need,[object Object],Creates ownership from customer,[object Object],Fulfills on the brand promise (online/offline),[object Object]
Comcast Cares Wrap Up,[object Object],What was the value for the customer?,[object Object],What was the visible measurement?,[object Object]
What do you do with the info on a Macro level,[object Object],LISTEN and take notes,[object Object],Your Piece of the Pie,[object Object],What is being said,[object Object],How does it compare to others in your space,[object Object],Frequency & Tone,[object Object],- ,[object Object],X,[object Object],+,[object Object],A vs. B,[object Object]
Don’t  Waste  Time  Online –  Strategy  First
Don’t  Waste  Time  Online –  Strategy  First
Don’t  Waste  Time  Online –  Strategy  First
Don’t  Waste  Time  Online –  Strategy  First
Don’t  Waste  Time  Online –  Strategy  First
Don’t  Waste  Time  Online –  Strategy  First
Using Social Media to Build Expertise/Product Use – A List Apart,[object Object],Key Elements – A List Apart,[object Object],Quality content, not sales info or self-promotion,[object Object],Crowd-sourcing of content,[object Object],Multiple ways to interact,[object Object],Key Elements – Juicy Juice,[object Object],Multiple ways to interact (watch, games, puzzles) all based on education,[object Object],Ability to share,[object Object],Convergence (TV, YouTube, Web),[object Object],Incentive/Fills a Need,[object Object],Multiple ways to interact,[object Object]
A List Apart and Juicy Juice Wrap Up,[object Object],What was the value for the employee?,[object Object],What was the visible measurement?,[object Object]
Make it happen:,[object Object],Find the need,[object Object],How can you help?,[object Object],What are you willing to do online and offline?,[object Object],Identifying the right tool,[object Object],Listen – Participate - Facilitate,[object Object],Identify influencers,[object Object],Measure,[object Object]
Measurement,[object Object],Not HITS,[object Object],Engagement,[object Object],Behavior Change,[object Object],Sales,[object Object],Known expertise,[object Object]
What Does it Really Take?,[object Object],Resources,[object Object],Culture – Authenticity,[object Object],Willingness to fail first,[object Object],Clear understanding ,[object Object],Purpose for campaign,[object Object],Tied to business goals,[object Object],Value you can add,[object Object],Education/Training,[object Object]
Connect post-event:,[object Object],Jamie Timm,[object Object],@jamietimm,[object Object],www.linkedin.com/in/jamietimm,[object Object],Jamie_Timm@columbus.org,[object Object]

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UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
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Don’t Waste Time Online – Strategy First

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Hinweis der Redaktion

  1. Personal anecdotes here, audience weigh in to make leap to business application; identify areas of barrier to taking this back and implementing
  2. Importance of ambient awareness with interaction with campaign…
  3. Hyper Segmentation – location, past donations, issues of interest; the ask vs. the nudge (less stress activity to get involved – call one person, watch a video, small donation)
  4. Connections to resources and important people; ownership of election; regular people can impact positive change; election results
  5. This is why people fail – this is a cycle not a build it and its done process; focus on intersection of the customer need and organization’s willing action
  6. What was the employee barrier? Culture of top down; location spread out; lacked big team feel; first external leader – all others were “farm grown”When: December of 2006How it started – part of first 100 days campaign for new CEO
  7. Different levels of user interaction (create, comment, consume); emphasis on customer need; ownership in company; fulfills brand promise
  8. User interaction; categories that correspond to Starbucks innovation areas; digg type interaction with ideas
  9. What do we do with the information? Offline action
  10. Key components – personal; directing to other resources/people; face to an account
  11. Existing tool because that’s where the conversation is; changes opinion about telecomm companies; if you’re going to be there for customer support you better be there doing customer support on and offline
  12. Consume, collect/share, create (and inherently comment)
  13. Online action (on their blog) = online action otherwise
  14. Differences in audience dictate different campaign