• Loyola University B.A.• Worked at MGH• Built department in The Cyphers Agency

to harness social media for clients.• Founded Social Fulcrum in 2010.• Worked on campaigns for Microsoft, Bayer,

Texas Instruments, The National Aquarium, Strayer University, Ocean City, etc.

• Babson MBA

?

1

Attention

Interest

Desire

Actionhttp://bit.ly/15W11xv

2

What are you looking for?

• Brand Sentiment• Influencers• Communities• Hot-Button Topics• Media aligned with target audience• Competition

What tools can you use?

Deliverable Example: Simple Report

Number of Mentions Found: 49

Average Number of Twitter Followers For These Users: 238

Range of Twitter Followers For These Users: 0-2,045

Deliverable Example: In-Depth Report

3

“Brand Assets”

• Content– written, images, video, audio Blog posts,

speaking events, presentations, how-to videos, etc.

• People– Expertise, Departments e.g. customer service

• Tools– Online tools e.g. body fat calculator

• Data– Database e.g. NCC recipe database

* Not a trick question

3

Exercise

• Get with your groups• Choose a company• Try to think of 3 “materials” or pieces

of content or “brand assets” for that company

4

Management

Measurement

Growth

Comprehensive Monitoring Tools

ExpensiveAffordable

Effective + Intuitive

Less Effective, Less Intuitive

5

• Shareable content• Facebook advertising• Product shareability• Influencer Outreach / Partnerships

Jan. 2013: <100 Fans

Shareable Content

Shareable Content

Give people a reason to pay attention.

When they see your content, people need to say: “I want more of that type of information”

Partnerships

6

The “Fun Stuff”

• Contests• Microsites• Integration with traditional

campaigns• Ambassador/evangelist programs

Thank You

Andrew@socialfulcrum.com

Addendum: A Note on Content

• Examples: – Visual portrayals of information– “Insider” knowledge– Complementary partnerships

• Each piece of content can be distributed multiple ways

• For more information, search “content marketing strategy”