mp threadinar opening session

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Content from the opening session of the first Media Profile "MP Threadinar" presented by Mark Evans and Michael O'Connor Clarke

TRANSCRIPT

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“Your Social Brand”Establishing, nurturing, monitoring and protecting your brand in a fast-

moving world

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The World’s Most Successful Social Media Brand is……

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A Major Presence on Twitter

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Leverages YouTube to Engage Fans

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And he’s huge on Facebook too

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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

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Using Creativity and Humor to Sell Technology

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A.J. Bombers: Home of Wisconsin’s Best Burgers

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Using Foursquare to Drive Check-ins…and Poutine Sales

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The Key Marketing Tool is Twitter

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“AJ Bombers was built by Twitter”

- Joe Sorge, owner, AJ Bombers

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Gloria Huang, a Red Cross social media specialist

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LISTEN

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What’s Being Said About Our Company, Brands and Products?

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What’s Being Said About Our Company, Brands and Products?

What’s Being Said About the Competition?

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Where Are the Conversations Happening?

What’s Being Said About Our Company, Brands and Products?

What’s Being Said About the Competition?

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Monitoring

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Social Media Monitoring

TotalActivity

Geographic

Locations

Sentiment

Gender

Influencers

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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

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The Growing Role of Influence and Influencers

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How is Influence Defined?

“Influence is the ability to cause desirable and measurable actions and outcomes”

- Brian Solis

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Influence Tools

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Not All Influencers Are the Same

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What About Social ROI?

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What are the

Metrics?

What’s Measur

ed?

How do you

measure?

Look at other

Marketing

Activities

• Leads• Sales• Brand Activity• Customer

Service• SEO

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• 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

Page 37: MP Threadinar Opening Session

• 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

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• 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

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“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

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Delivering Value the Three E’s

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Takeaways

1. Listen2. Pick Your Spots3. Be consistent and committed4. Be engaged5. Deliver value6. Remember: it’s about the customer, not you

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2012 Social Media Forecast

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1. The Unstoppable Force

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2. Branded Content Hubs

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3. Conversation is King

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4. Complete Integration

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5. Mobilize!

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