bobby isaacson' apna presentation: how to leverage social media
DESCRIPTION
Presentation at the 2013 American Premier Nanny Association Conference: 'How to Leverage Social Media Like a Pro' Presented on October 18, 2013 in Santa Monica California.TRANSCRIPT
@BOBBYISAACSON
@bobbyisaacson
#APNAsocial
@BOBBYISAACSON
In The Nanny Game Since…
1986
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
We’re #33!!!
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
240 Million
@BOBBYISAACSON
99.26%
@BOBBYISAACSON
238 Million
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
We’re… Nowhere to be found…
@BOBBYISAACSON
314 Million
@BOBBYISAACSON
91% of all U.S. citizens have their mobile device within
reach 24/7
@BOBBYISAACSON
285 Million
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
1.1 Billion
@BOBBYISAACSON
78%
@BOBBYISAACSON
780+ Million
@BOBBYISAACSON
Who’s on Facebook?
• 230 Million 18-24 year-olds
• 260 Million 25-35 year-olds
• 330 Million 35-54 year-olds
@BOBBYISAACSON
@BOBBYISAACSON
554 Million
@BOBBYISAACSON
1,400
@BOBBYISAACSON
Most of the cool kids are doing it…
@BOBBYISAACSON
But not everyone…
@BOBBYISAACSON
Not a Fortune 500 Brand?
@BOBBYISAACSON
Why should you care?
@BOBBYISAACSON
Video Link: http://www.youtube.com/watch?v=QUCfFcchw1w
@BOBBYISAACSON
TRUST!
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
“Trust me with your child!
@BOBBYISAACSON
@BOBBYISAACSON
1,700
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
Mommy
Nanny
Friend
@BOBBYISAACSON
51
Peet’s Coffee – Give A Cup• 203 Advocates
• 105,000 Social Actions
• 3M Impressions
Drive voting to microsite, to decide where Peet’s should hold social sampling events
Spread awareness about the launch of Peet’s Single Cups to spark product trial
Build foundation of an always-on blogger and customer advocate network for Peet’s Coffee and Tea
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
of consumers worldwide TRUST recommendations from friends and family more than any form of advertising
-Nielsen, 2013
92%
@BOBBYISAACSON
Video Link: http://vimeo.com/67257576
@BOBBYISAACSON
But how do I get people talking?
@BOBBYISAACSON
58
Target Weddings – ‘Be Yourself Together’• 120 Advocates
• 24,000 Social Actions
• $112K Earned Media Value
Identify influencers, especially in wedding & DIY verticals
Build awareness of Target’s Wedding Registry (traditional and untraditional items)
Drive authentic influencer and audience conversations around the “Be Yourself, Together” theme
@BOBBYISAACSON
5 Tips + 1 Free!
@BOBBYISAACSON
#1 - Get Graphical With It
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
No likes
@BOBBYISAACSON
Facebook suggests:
• Min = 560×292 pixels
• Max = 1200×627 pixels
@BOBBYISAACSON
#2 – Be SOCIAL!
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
@BOBBYISAACSON
Video Link: http://www.youtube.com/watch?v=ZUG9qYTJMsI
@BOBBYISAACSON
$4,500
@BOBBYISAACSON
11 Million
@BOBBYISAACSON
#3 – Power Your Advocates
@BOBBYISAACSON
Advocate = Happy Customer
@BOBBYISAACSON
Advocate content receives 10x more engagement than
branded content
@BOBBYISAACSON
What to do:
• Retweet your advocates
• Share your advocates content • (i.e. pictures)
• Share testimonials/referrals
@BOBBYISAACSON
of consumers are more likely to buy a product when they hear about it from someone else77%
@BOBBYISAACSON
#4 – Download & Use Apps
@BOBBYISAACSON
Tool Use CostBuffer App – Bufferapp.com Schedule posts across multiple
networks through out the day.Free basic (premium available)
Flipboard App Curate, read and share the best news relevant to you.
Free
Viralheat – Viralheat.com Measure the reach, engagement and sentiment of your posts.
Free (premium available)
Find relevant influencers online to talk about your agency.
Free (premium available)
Rapportive – Rapportive.com Plug-in for gmail, allows you to see all social info in your inbox.
Free
@BOBBYISAACSON
#5 - Listen
@BOBBYISAACSON
@BOBBYISAACSON
• Learn
• Participate in conversations
• Leverage insights to improve
@BOBBYISAACSON
#6 – Just Do It (Yourself)
@BOBBYISAACSON
@BOBBYISAACSON
• No one knows your brand better than you
• More authentic and engaging
• Learn from your audience (clients)
88
3M – Scotch Colors & Patterns Tape• 60 Advocates
• 188,000 Social Actions
• 17M Impressions
Identified DIY, fashion & design advocates
Created DIY projects using the new Scotch Colors and Patterns duct tape
Drove 90-day sweepstakes to distribute over 34K product samples
@BOBBYISAACSON
Do’s & Don’ts
@BOBBYISAACSON
DO: Be where your audience is.
Facebook? Probably Tinder? Probably not.
@BOBBYISAACSON
DO: Right Content, Right Channel
Job Description = Facebook/blog Job Description ≠ Twitter
@BOBBYISAACSON
DO: Post regularly – create a cadence, stick
to it and your audience will follow
@BOBBYISAACSON
Buffer App HOOTSUITE
@BOBBYISAACSON
DON’T Try and be everywhere – it will
backfire.
@BOBBYISAACSON
DON’T
Try to take advantage of irrelevant trends.
@BOBBYISAACSON
#Tacky
#Gross
“Wrong time for product placement”
@BOBBYISAACSON
@BOBBYISAACSON
Don’t Just talk about
yourself – provide value
@BOBBYISAACSON
Closing…• Have patience• Build – trust, relationships• Help first, sell second (if at all)• Uncover• JUST DO IT
@BOBBYISAACSON
@bobbyisaacson
#APNAsocial