As an addendum to Part I, we take lessons learned and apply them to real-world business initiatives using social media. Learn if your company or organization is a prime candidate for Social Media Marketing and what steps to take when beginning a campaign. Presentation compiled and presented by Michael Wunsch, VP of Client Services, and Emily Van Winkle.

1. Social Media Palooza

2. Your Presenters
Michael Wunsch
VP, Client Services
Suzanne Beane
VP, Media + Strategy

3. Today’s Agenda
3

4. Are You A
Candidate?

5. Integrated Digital Lifestyle
5
Your next client or customer is always on
at work.

6. Integrated Digital Lifestyle
6
Your next client or customer is always on
at home.

7. Integrated Digital Lifestyle
7
Your next client or customer is always on
at leisure.

8. Are You A Candidate?
8
Business to Business
+ Become a thought leader in your industry
+ Social network prospecting
+ Industry collaboration

9. Are You A Candidate?
9
Business to Consumer
+ Personalizes the brand
+ Shows the culture of a company
+ Lower cost than traditional marketing and advertising
+ Helps accomplish branding goals
+ Extends the branding reach
+ Large Search Engine Optimization impact
+ Links, fresh content, more real estate

10. Are You A Candidate?
10
Non-Profit
+ Social loves a cause
+ Low cost alternative
+ Utilize volunteers
+ Furthers community

11. Are You A Candidate?
11
2010 Social Media Marketing Industry Report
SocialMediaExaminer.com | Michael A. Stelzner

12. Respondent Makeup
12
2010 Social Media Marketing Industry Report
SocialMediaExaminer.com | Michael A. Stelzner

13. Are Businesses Using Social Media
13
91%
2010 Social Media Marketing Industry Report
SocialMediaExaminer.com | Michael A. Stelzner

14. Are Businesses Using Social Media
14
65%
2010 Social Media Marketing Industry Report
SocialMediaExaminer.com | Michael A. Stelzner

15. Are Businesses Using Social Media
15
2010 Social Media Marketing Industry Report
SocialMediaExaminer.com | Michael A. Stelzner

16. Worksheet
Our Pros / Cons

17. Core Platforms

18. Top Social Media Platforms
18
2010 Social Media Marketing Industry Report
SocialMediaExaminer.com | Michael A. Stelzner

19. What Are The Possibilities?
19
Three Main Forms of Social
+ Sharing
+ Del.icio.us, StumbleUpon, Mixx
+ Networking
+ Facebook, MySpace, Bebo
+ Publishing
+ Twitter, YouTube, Yelp

20. Core Platforms
20
+ Post news / inside info
+ Offer specials
+ Reward / Comp
+ Monitor for CS issues
+ Customize page
+ Post links
+ Promote events

21. Core Platforms
21

25. Core Platforms
25
+ Create Official or Community page
+ Create Place page and merge with business page
+ Create a community page
+ CPC / CPM ads
+ Customize tabs
+ Post videos / photos
+ Promote events

26. If Facebook Was Real
26

30. Core Platforms
+ Show expertise in industry
+ Sponsored videos
+ Advertisements
+ Customize channel
+ Universal Search

34. Core Platforms
34
+ Create groups
+ Prospect
+ CPC / CPM ads (highly targeted)
+ Use Answers
+ Think Facebook created in boardroom
+ Recruit

35. Core Platforms
35
Blogs
+ Company announcement channel
+ Real-time
+ Information feed
+ Huge SEO benefit
+ Control the message
+ Promote conversation with target audience

39. Worksheet
Property Strategy

40. Tips For
Success

41. Tips For Success
41
+ Be transparent: Always be clear that you are a representative of a
company when you’re doing social media on behalf of them.
+ The social sites are an extension of your brand: Use the same
colors, tone and wording as you do on the rest of your marketing
materials.
+ Be timely: When there is a question on a social site, answer as
quickly as possible.

42. Tips For Success
42
+ If there is a complaint, address when appropriate. 9 times out of
10, they will appreciate the fact that you’re listening.
+ Monitor! People are going to talk about your brand in other
locations than your social sites.
+ Be honest.
+ Talk to them like you would in person.

43. Tips For Success
43
+ Update on a consistent basis.
+ Start with one site until you get the hang of it, then expand.
+ Don’t be afraid to ask what your Fans/Followers/Subscribers
want to see.
+ Keep the posts on-brand.

44. Monitoring

45. Monitoring
45
+ Look for variations of your company name. Misspell words and keywords as
variations to find all posts.
+ What are your competitors doing?
+ Brand awareness
+ Public Perception
+ Influencers
+ Leads
+ Paid: Radian6, Nielsen BuzzMetrics, Meltwater Group
+ Free: Google, Google Blog Search, Search.Twitter.com

46. Measurement

47. Monitoring
47
+ Interactions
+ Search results – videos, images, tweets
+ Sentiment
+ Page visitors on Facebook (determined by Facebook Insights)
+ Site traffic as determined by Google Analytics
+ Number of Retweets
+ Number of Fans/Followers/Subscribers
+ Video plays and channel views
+ Share of voice
+ Facebook Insights report
+ Email unsubscribes

48. PR Crisis
Planning / Response

49. PR Crisis Planning / Response
49
+ Prevent
+ Act
+ Communicate
+ Who (Internal/External)
+ What
+ When
+ How
+ Evaluate
+ Why

50. Should Our Brand Blog?
50
+ What is commitment level
+ Set content calendar / mins.
+ Strategy – one or many (purpose)
+ Not content for content’s sake
+ Real people, real situations
+ Is brand ready???

51. L.E.A.P.

52. The LEAP Social Media Platform
52
Phase I - LISTEN
Hear and understand customer perception as it exists today, uncover opportunities for strategic
growth and create an engagement roadmap for achievements.
Phase II - ENGAGE
Create content and programs that help you connect with and learn from customers,
partners and employees.
Phase III - ACT
Content deployment and property
management execution – daily activities that
makes social media – and your customers –
come alive.
Phase IV - PERFORM
Actionable insights are measured against benchmarks
in the Listen phase and inform future strategies.

53. The LEAP Social Media Platform 53
Step 1 – Listen to your customers, learn about opportunities.
LISTEN OFFERINGS
+ Social Network Analysis
+ Competitive Analysis
+ Business Case Development
+ Customer Persona Development
+ Social Media Audit: Profile, Inventory Goals
+ PR Social Media Marketing Plan
+ Benchmarks and Key Performance Indicators

54. The LEAP Social Media Platform 54
Step 2 – Engage with creative content
ENGAGE OFFERINGS
+ Key Message and Response Definition
+ Social Media Property Development
+ Publication Creation – white papers, case studies, press kits, newsletters
+ Content Creation – webinars, videos, podcasts, blogs
+ Cause PR Planning and support
+ Promotion scheduling and support

55. The LEAP Social Media Platform 55
Conversation and interaction… delivered.
ACT OFFERINGS
+ Blog Management – onsite and offsite
+ Media, Community and Blogger Relations
+ Social Media Property Management – postings and responding
+ Press Release writing, pitching, posting (online and offline)
+ Public affairs monitoring and posting
+ Online News Management
+ Event Management

56. The LEAP Social Media Platform 56
How it’s working and what to do next
PERFORM OFFERINGS
+ Social Network Analysis and Reporting
+ Conversation Clouds
+ Topic Trend Reporting
+ Media Type Trend Reporting
+ Buzz Analysis
+ Site Analytics

57. Social Network Analysis 57
+ SNAs can evaluate all social media properties
+ Maps social networks
+ Views social relationships and social capital
+ Relationships viewed along
network theory which consists
of nodes and ties
+ Identifies key influencers
(focal nodes) or those who
might be marginalized (isolates)
+ Focuses on structure and
relationships
+ Data is mined and classified
+ What people do online can be tracked (messages, responses, followers,
followers of followers)

58. The State of the
Blogosphere

59. 59

60. 60

61. 61

62. 62

63. 63

64. Questions?