Download - MP Threadinar Opening Session
“Your Social Brand”Establishing, nurturing, monitoring and protecting your brand in a fast-
moving world
The World’s Most Successful Social Media Brand is……
A Major Presence on Twitter
Leverages YouTube to Engage Fans
And he’s huge on Facebook too
facebook.com/justinbieber35.5M “Likes”
Bottom Line: Bieber Rules Social Media
youtube.com/justinbieber1.3M subscribers77M channel views357M videos watched
@justinbieber13.2M followers, featured on 525K lists
Using Creativity and Humor to Sell Technology
A.J. Bombers: Home of Wisconsin’s Best Burgers
Using Foursquare to Drive Check-ins…and Poutine Sales
The Key Marketing Tool is Twitter
“AJ Bombers was built by Twitter”
- Joe Sorge, owner, AJ Bombers
Gloria Huang, a Red Cross social media specialist
LISTEN
What’s Being Said About Our Company, Brands and Products?
What’s Being Said About Our Company, Brands and Products?
What’s Being Said About the Competition?
Where Are the Conversations Happening?
What’s Being Said About Our Company, Brands and Products?
What’s Being Said About the Competition?
Monitoring
Social Media Monitoring
TotalActivity
Geographic
Locations
Sentiment
Gender
Influencers
Free Tools- No Cost- Readily Available- Good Way to Get Started
Premium Tools- Breath of coverage- Comprehensive databases- Accurate analysis- Customization- Support- Integration with CRM
systems and dashboards- Real-time engagement
The Growing Role of Influence and Influencers
How is Influence Defined?
“Influence is the ability to cause desirable and measurable actions and outcomes”
- Brian Solis
Influence Tools
Not All Influencers Are the Same
What About Social ROI?
What are the
Metrics?
What’s Measur
ed?
How do you
measure?
Look at other
Marketing
Activities
• Leads• Sales• Brand Activity• Customer
Service• SEO
• Leads• Sales• Brand Activity• Customer
Service• SEO
• # of Followers• # of Likes• Total Activity• Sentiment
What are the
Metrics?
What’s Measur
ed?
How do you
measure?
Look at other
Marketing
Activities
• Klout• Kred• PeerIndex• Appinions• Sysomos
• Leads• Sales• Brand Activity• Customer
Service• SEO
• # of Followers• # of Likes• Total Activity• Sentiment
What are the
Metrics?
What’s Measur
ed?
How do you
measure?
Look at other
Marketing
Activities
• Advertising• Direct Mail• Newsletters• Media
Relations
• Klout• Kred• PeerIndex• Appinions• Sysomos
• Leads• Sales• Brand Activity• Customer
Service• SEO
• # of Followers• # of Likes• Total Activity• Sentiment
What are the
Metrics?
What’s Measur
ed?
How do you
measure?
Look at other
Marketing
Activities
“This is a restaurant built by social media. This is the only way we know it. We can't say what it would be
like without it.”- Joe Sorge, owner, A.J. Bombers Bar & Restaurant
“We don’t get a lot of pressure to justify [the return on investment]. [Social media] is a very important
customer-service element, and that’s enough for us.”- Rick Maynard, manager of public affairs, KFC
Delivering Value the Three E’s
Takeaways
1. Listen2. Pick Your Spots3. Be consistent and committed4. Be engaged5. Deliver value6. Remember: it’s about the customer, not you
2012 Social Media Forecast
1. The Unstoppable Force
2. Branded Content Hubs
3. Conversation is King
4. Complete Integration
5. Mobilize!