Social MediaWhy You Must Engage

DRAFT3.11.12

Social Media

Today’s Presentation includes:• Kevin Corbett, Sr. Manager

MLB Advanced Media• Marni Landes, Social Media & Community Mgr.,

Goldstar• Matt Tomaszewicz, Co-Founder, Thrillcall• Barry Berkowitz, VP Digital Marketing Solutions,

Infogroup Interactive

Mobile’s Expansion

Does Infogroup have any stats to share on trends using mobile and social?

Would you like to share any findings here & why they are looking at mobile formats for email and integrating social, etc.?

Social Media

Social Media presents exciting ways to:• Build brands• Engage consumers• Build relationships• Increases page rank on search engines

Circle of Trust

The Circle of Trust

“Likenomics”

Teen Sex

Making Connections

Strangers FollowersTrue

Friends & Fans

Trend: How People Are Sharing

Email Facebook Other Twitter0%5%

10%15%20%25%30%35%40%45%50%

Online Channel

Source: ShareThis 2009

Response Rates When People Share

Email Facebook Other Twitter0%5%

10%15%20%25%30%35%40%45%

Online Channel

Barry Berkowitz of Infogroup will speak to how they are using email and social media to drive engagement and measurable results.

Please show examples

The Age to Engage

Marni (Goldstar and Kevin (MLBAM) are going to share some examples of how they’ve successfully engaged their following.

What does this look like to you?

I went skydiving to promote iFly indoor skydiving

Authentic

I rode a really scary roller coaster to promote Six Flags.

Efficient

A Medieval Times Knight rode his horse through our parking lot and then battled an enemy knight in front of our office entrance

Driving Engagement

Examples from MLB Advanced Media and their teams

Content Filter

• Love• Self-expression• Sharing Opinions• Showing Off

Ask yourself if what you’re about to post fulfills one of these 8 human needs:

• Fun/Escapism/Humor• Memories & Nostalgia• Making Money• Competition & Gaming

Content Considerations

• ADD VALUE! Implement programs with your consumer in mind!

• Be transparent - Listen to what is being posted• Join the conversation and engage• Ask questions, take polls, show you care• Be consistent and follow through• Be receptive to change• Surprise and delight your customers!

70 – 20 – 10Rule

Matt

#1 – Use Online Communities for PR

Word of Mouth on Steroids

#2Focus on Facebook

#2. Focus on Facebook

Kevin to show samples from teams

Facebook: Show Me The Tickets

Facebook: Group Singing!

Facebook: Caption Contests

Facebook: Goldstanagram Game

Facebook: Polls

Facebook: New Site Features

Facebook: Tabs/Apps

Free Stuff!

#3. Use Twitter to share great content

Can we show MLB example?

For broadcasting

Can we show MLB examples here?

Other MLB examples?

Twitter Teases

Twitter Responsiveness

Twitter RSS Feeds

For broadcasting

KEVIN – CAN WE TALK ABOUT MLBAM’S TEAMS AND WHAT THEY ARE DOING?

#4. Listen

Dave Carroll’s video has over 9 million views on Youtube

Tools like HootSuite , Tweetdeck and Google Alerts make listening easy

Does MLBAM have samples of how they listen ?

#5. Use Social-only Exclusives

Does MLBAM have samples of offers dedicated to social media?

#6. Leverage Linking Strategies

Promote cross-linking:• Your website• Email Campaigns• Facebook page• Blog• Twitter feed• Email signature, etc.

#7. Leverage Off-line Marketing Opportunities

Encourage people to follow you via:• Advertisements• Signage• Promotions• Use QR codes for quick links

#8. Have a Response Plan

Can you add value?

Evaluate the purpose

Respond in kind & share

Thank the person

Unhappy Customer?

DedicatedComplainer?

Comedian Want-to-Be?

NegativePositive

Yes No

Do you want to respond?

No Response

No

Yes

Take reasonable action to fix issue and let

customer know action taken

Are the facts correct?

Gently correct the facts

No

No

No

Yes

Are the facts correct?

Does customer need/deserve more

info?

Yes

Explain what is being done to correct the

issue.

Yes

Is the problem

being fixed?

Yes

Let post stand and monitor.

No

Yes

NoYes

Yes

Assess the message

Tactic Date Comments Completed

1. Tweet 2-3 times daily

2. Update FB status daily

3. Post weekly YouTube video

4. Make new blog post 3X week

5. 60 minutes researching new content

6. 30 minutes connecting with people

#9. Social Media Calendar

Matt to Show the Nucleus tool using screen shots

YouTube Subscribers

YouTube Optimization

#10. Measure

5% 26%

19%26%

14%12%

Exceeded ExpectationsMet ExpectationsMissed ExpectationsDon't Know How to MeasureNo such campaignsI don't know

2010 Social Media Results Poll

So how do you measure all this?

How do you prove it’s a worthwhile investment?

Facebook Metrics

• New Fans Growth Rate

• Average Interactions per Post

• Percent Fan Base Engaged

Facebook: New Fans Growth Rate

Facebook: Avg Interactions per Post

Facebook: % Fan Base Engaged

Set Some Goals!

• New Fans Growth Rate• Average Interactions per Post• Percent Fan Base Engaged

Top 10 Social Media List

1. Use online communities for PR

2. Focus on Facebook

3. Use Twitter as a well rounded tool

4. Listen to what consumers are saying

5. Reward fans with ‘Social-only’ exclusives

6. Leverage linking your social media sites

7. Use offline marketing to drive social media

8. Have a response plan

9. Just do it. Use a social media schedule

10. MeasureIt’s the Age to Engage.

Advice for 2011