Third Annual Social Media Summit

May 21, 20148:00 a.m. to 3:00 p.m.

#PRSABOS @BentleyU, @prsaboston

Please follow and tweet your thanks to our sponsors:

@MyCorpSolutions

@BusinessWire

@PRNewswire

@Marketwired

@UpwardLabs

#PRSABOS @BentleyU,

@prsaboston

Please follow and tweet your thanks to our sponsors:

@RFBinder @RegisCollege_MA

@WeberShandwick @HollywdPR

@msl_group

@CallananKlein

Keynote Speaker

Victor LeeVice President,

Digital Marketing Hasbro

@vlee

Public relations people

should stop trying to do social

marketing!

We have just started.

~1620s~1890s~1920s~1994-2014

Status Updates - Then

Status Updates - Now

I like Snickers and poodles!!!

7.5M sites with like or

share button

4.5B average

daily likes

1.13 trillion

likes since launch

1.16% increase of negative posts when it rains out

Food Art - Then

Food Art - Now

1,500 posts eligible to appear on a user’s feed daily

Relationship Status - Then

Relationship Status - Now

Page interactions change by 225% when a relationship status

changes

Birthdays - Then

Birthdays - Now

720MM “Facebook 10th Bday” Video Look Backs Created. 50% of them

shared.

Photos - Then

250B uploaded loaded photos to

date

Photos - Now

350M daily uploaded photos

Facebook = 48% of all selfies

Videos - Then

1956 – 2000

VCR

Videos - Now

90% have under 5,000 views

4 billion views per

day

60 minutes per second

Breaking News - Then

Breaking News - Now

So how do you win in

social?

First understand…

Our lives aren’t told in bullet points• My name is Victor Lee• I was born in Boston• I have a ridiculous

knowledge of 80s music and one-hit wonders

• Put ketchup near me and I will punch you

We Live our Lives In Photos and Stories

Embrace

It Used To Be Simple

Ready, aim, fire

Social Changes Everything

Now the deer can fire back

A Social Age Love Story…

How To Win A Consumer In 10 Posts

#1: The Icebreaker

#2: Mutual Interest

#3: The One-Way Conversation

Because If It Is…

#4: Every Post Is Like The First Post

#5: Call Them Back

#6: Keep Them Smiling

#7: Brag About Them

#8: Grow With Them

#9: Show Commitment

#10: Don’t Forget The Beginning

MY PLEA TO YOU

It’s just the beginning. Co-author the future, define its legacy and drive its potential.

1.

Don’t regret a thing. Regret isn’t that you failed. It’s that you didn’t even try.

2.

THANKS

Internal Communications: Employees are your best

advocatesCheryl Wadsworth, ModeratorIron Mountain@cwadsworth29

Kristie HelmsState Street Bank@KristieHelms

Kristen GarveyEMC@KristenGarvey

Rick LacroixProgress Software@ricklacroix

Internal blog

Intranet

Iron Mountain Chatter

Being ‘Social’ at Iron Mountain

50EMC CONFIDENTIAL—INTERNAL USE ONLYEMC CONFIDENTIAL—INTERNAL USE ONLY

EMC: EMPLOYEES AS BRAND ADVOCATES

• Education

© Copyright 2014 EMC All Rights Reserved

51EMC CONFIDENTIAL—INTERNAL USE ONLYEMC CONFIDENTIAL—INTERNAL USE ONLY

Social Media Principles &

PolicySocial Voice

Social Media Monitoring

Social Media Content

Facebook Twitter

LinkedIn Weibo

Blogging

Social Media Risk

Management & Crisis Comms

Social Media Measurement

Becoming a Social Media

Influencer

Social Advertising

Influencer Marketing

Foundational Courses

Channels

Advanced Courses

Global Social Media Use

Community

CURRICULUM

© Copyright 2014 EMC All Rights Reserved

52EMC CONFIDENTIAL—INTERNAL USE ONLYEMC CONFIDENTIAL—INTERNAL USE ONLY

MAKING IT EASY TO SHARE

• Social Media Activation Kit for employees

© Copyright 2014 EMC All Rights Reserved

#PRSABOS @BentleyU, @prsaboston

Please follow and tweet your thanks to our sponsors:

@MyCorpSolutions

@BusinessWire

@PRNewswire

@Marketwired

@UpwardLabs

The Power of CEOs & Celebrities

Liz Brunner, ModeratorBrunner Communications@LizBrunner

Katie BurkeHubSpot@katieburkie@HubSpot

Emily BruttiOcean Spray @emilybrutti@oceansprayinc

JoJo GutfarbGoodwin Group@JoJoGutfarb@GoodwinGroupPR

Ocean Spray: The Power of the Celebrity

Maria Menounos & Healthy Holiday Cooking

Jimmy Fallon & #saucesingles

Matt Light, New England Patriots

Matt Light Foundation’s AFC Championship Raffle gets celebrities tweeting

Links You’ll Like:

• Ocean Spray website• Ocean Spray YouTube• Liz Brunner’s website• http://www.hubspot.com• Matt Light Foundation• Goodwin Group website

Social Media For Regulated Industries

Rob Bertsche, Moderator Prince Lobel @rbertsche

Jenna LebelLiberty Mutual

@JennaL15

Lily AlbinBoston Children’s

Hospital@LilyAlbin

Lisa LopezGenzyme

@GenzymeCorp

Sarah MolinariFidelity

@Fidelity@FidelityNews

Awareness

Service

Sales

80% of 18-49 year olds use socialnetworking sites several times per day

50% of web sales will be influenced bysocial media by 2015

72% of companies providecustomer care via social media

Social Media Will Add Value in Three Key Areas In 2014

65

Current LM Social Platforms

66

Pro

ven

Pro

vin

gTe

stin

g

Provides mass reach for high engagement with various forms of content and direct response capabilities

Fa

ceb

oo

kTw

itte

r

“Humanizes” brand through real-time marketing, brand-related updates, and engagements with influencers

Yo

uTu

be

Builds brand awareness through highly engaging videos, primarily Olympics campaign content

Go

og

le+

Builds SEO and relevance of LM through regularly updated brand content

Inst

ag

ram

Shares photos and short-form videos through behind-the-scenes and “humanized” content

Lin

ke

dIn

Promotes insurance content, brand partnerships and recruiting network

LM

Blo

g

Optimizes LM.com SEO by providing relevant home, auto, and insurance information

Links You’ll Like:

• Prince Lobel website• Boston Children’s Hospital website• Liberty Mutual website and Facebook page• Fidelity website• Genzyme YouTube channel and website

Lunch time!

Frozen desserts compliments of our friends at

Tweet a photo of you and a Yasso bar with the #PRSABos hashtag and

we will tweet the winner, and reveal your prize.

Engagement/Paid Media Panel

George Snell, ModeratorWeber Shandwick@HighTalk

Jeff PyattOutbrain

@jeffpyatt

Andres RoselloPTC

@andresrosello

Rob SheardBreville

@robsheard

Kate WillettViral Gains

@katijeanne

Links You’ll Like:

• Weber Shandwick website• PTC website• Breville website• Outbrain website• Viral Gains website

Consumer Panelists

Christine Koh, ModeratorOnline Media Writer/Consultant@bostonmamas

Peg MerzbacherPeapod@pjmerzbacher@peapoddelivers

Jarrod CohenKayem Foods@jarrodcohen @kayemfranks

Mike WattsYasso@MikeWatts82@eatyasso

Links You’ll Like:

• BostonMamas.com• Kayem Foods website• Peapod website, Facebook, Pinterest• Yasso website, Facebook, Instagram @teamyasso

Shameless Membership Plug

PRSA National is offering us a winning deal from May 22-June 5th ONLY:

1. FREE National initiation fee waived ($65)2. Free Section Dues Waived ($60)3. Free Boston Chapter Dues Waived ($60)

Tomorrow, visit www.prsa.org/joinus - use code: MD14 All new members who join during this time period are automatically entered to score Red Sox tickets.

for a chance to win

Continue the conversation with PRSA Boston:

• Young Professionals Network • Mentoring program – online signup/mentors needed• Independent Practitioners Network – 6 events/year• Monthly programs and hosting 2016 District Conference• Free national webinars and online resources via prsa.org• Events and job postings in “The Buzz” weekly• Accreditation for only $50 this year, the 50th Anniversary of the APR –

not too late to join the fall class!• $2,000 scholarship for undergraduate: apply online• Diane Davis Beacon Award• Summer Social, Holiday Party and Annual Meeting• Chat with us in our members’ Facebook Group, and @prsaboston

Thank you for attending… see you next year!