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!