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