smc glb oct 2013
DESCRIPTION
David Murray social media manger at Blue Cross Blue Shield of Michigan. Presented by: Bavarian Inn Restaurant, NextMedia 360, Zak's Kandy Haus & Frankenmuth's River Place Shops.TRANSCRIPT
WelcomeOctober Event
@SMCgreatlakes | #smcglb | /SMCgreatlakes
Sunday, October 20, 13
Venue sponsored by:
bavarianinn.com | /bavarianinnrestaurant | @bavarian_inn
Sunday, October 20, 13
October sponsored by:
frankenmuthriverplace.com | @riverplaceshops
Sunday, October 20, 13
Tonight's AgendaGet connected with us
Announce our mission
Introduce our team
Hear from tonight's speaker - David Murray
Q&A with David
Reveal November's event
Giveaway
Sunday, October 20, 13
Connect With Us
SMCgreatlakes.com (website to come) powered by: NextMedia 360
facebook.com/SMCgreatlakes
twitter.com/SMCgreatlakes | #smcglb
By phone: 989.941.6490
Text alerts: SMCGLB to 313131
Sunday, October 20, 13
Our Mission
Mission - To educate and enhance the use of social media, for professional purpose throughout the Great Lakes Bay Region.
Social Media - Internet based tools for two-way communicating, sharing and discussing information.
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Our TeamJeff DeHaven - President
Will Hard - Vice President
Erin Poltorak - Treasurer
Celeste Ivon - Events
Tyler Heitzman - Events
Heidi McIvor - Sponsorship
Alisha Beckrow - Sponsorship
Derek Dewey - Communications
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Sponsors:
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Tonight's SpeakerDavid Murray
Social Media Manager Blue Cross Blue Shield of Michigan
@davemurr
/davemurr
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Demystifying Social Media for Your Organization
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People Do Business With…
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KNOW, LIKE, and TRUST
How will your social media efforts accomplish these three things?
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KNOW =
Allow people to learn who you are, what you can do for them, what
you stand for and represent.
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LIKE =
Proud to be a customer and act as an ambassador or brand advocate
without you asking them to.
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TRUST =
Refer you to their network and recommend your
services/products to someone who is not a customer.
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• Tools
• Marketing
• Advertising
• Followers/Fans
• Automated
• Communication
• Stories
• Referral Engine
• Passion
• Emotion
• People
• Relationship Builder
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What Are You Passionate About?
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What Are You Passionate About?
Listen
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1. Listen
Identify Your Content Bubble
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1. Listen
Identify Your Content Bubble
•Core Subjects
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1. Listen
Identify Your Content Bubble
•Core Subjects •Related Subjects
Sunday, October 20, 13
1. Listen
Identify Your Content Bubble
•Core Subjects •Related Subjects •Passion Subjects
Sunday, October 20, 13
1. Listen
Identify Your Content Bubble
•Core Subjects •Related Subjects •Passion Subjects •Shared Subjects
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Publishing Content
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Good Get People Plugged In
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Better Get People to Participate
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Best Get People to Share
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How We Search for Content Has Flipped
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Aim to Be a Helpful Resource
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Your Content Is A Product of your Brand
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The Social Web Is Referral City
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Those Who Communicate, Win
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Why Would Anyone Follow Us?
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Unique Value for Our Social Networks
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Social Media ROI
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Social Media ROI = [(tweets – followers) ÷ (comments x average monthly posts)] ÷ (Facebook shares x Facebook likes) ÷
(mentions x channels used) x engagement
Secret Formula:
~ Olivier Blanchard
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ROI Is a Financial Term
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Finding the ROI of Social Media Is Dependent On: 1) What You Are Asking
2) What You Are Measuring
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Three Big Categories • Sales • Cost of Customer Loyalty • Awareness of Brand or
Product
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Other Categories That Can Fit Into the Those Three Categories
• Leads • PR/Outreach • Operational Costs or Savings • Traffic • Engagement • Consumer Sentiment • SEM • Behaviors • Sharing of Content • Campaign Awareness (NP) • Fundraising (NP) • And more…
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Qualitative and Quantitative
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Qualitative: What Can Be Measured • Cost Savings That Social Media Programs Have
Had On Customer Service and/or Customer Acquisitions
• Brand Awareness • Sales Generated From Social Media Efforts • Customer Loyalty (Retention) to A Brand • Web Traffic (Estimated Value) From Social
Networks • New Leads (Estimated Value) From Social
Networks • The Numbers – Fans, Followers, Subscribers
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Quantitative: What Should Be Measured • Cost Savings That Social Media Programs Have Had
On Any of Your Company’s Customer Relations and Bottom Line.
• Actual Sales Generated From Social Media Efforts
• New Leads (Estimated Value) From Social Networks
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Build Data Bridges
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Layer Your Marketing Efforts
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It’s About Behavior. Not Impressions.
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Get Them to Lean In
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The Importance of Images
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Think Long Term
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Social Works Best When It Is Integrated
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Identify Business Goals
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And the Secret Content Formula Is…
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HELP
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That’s How You Stay Top of Mind
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Thank you!
David Murray Manager, Social Media w :: (313) 225-5688 c :: (313) 348-0814 [email protected] Twitter :: http://twitter.com/davemurr Linkedin :: http://www.linkedin.com/in/davemurr
Sunday, October 20, 13
Channels Username AHealthierMichigan.org http://www.ahealthiermichigan.org/
MiBluesPerspectives.com http://www.mibluesperspectives.com/
Facebook :: BCBSM https://www.facebook.com/BCBSM
Facebook :: AHM https://www.facebook.com/HealthierMI
Facebook :: BCN https://www.facebook.com/mibcn
Twitter :: BCBSM https://twitter.com/bcbsm
Twitter :: AHM https://twitter.com/healthiermi
YouTube :: BCBSM http://www.youtube.com/user/bcbsmnews
YouTube :: AHM http://www.youtube.com/user/AHealthierMichigan
Google + BCBSM https://plus.google.com/+bcbsm/posts
Google+ AHM https://plus.google.com/102396592739530451846/posts Instagram http://instagram.com/healthiermi
Pinterest http://www.pinterest.com/ahealthiermi/
SlideShare http://www.slideshare.net/BCBSMichigan
SoundCloud https://soundcloud.com/bcbsmnews
StumbleUpon http://www.stumbleupon.com/stumbler/HealthierMi/likes
Storify http://storify.com/BCBSM
Sunday, October 20, 13
GREAT LAKES BAYSOCIAL MEDIA CLUB
Sunday, October 20, 13
November's EventFabiano Brothers, INC. Bay City
Emily Hotz
Account Executive - Education at Google
Social Connections through Technology
$5 per person
November 21 @ 3:30 pm
SIGN UP TONIGHT!
Sunday, October 20, 13
Tonight's Giveaway
frankenmuthriverplace.com | @riverplaceshops
Sunday, October 20, 13
Sponsors:
Thank you for attending... See you November 21!
Sunday, October 20, 13