| January 18, 2012

Prepared by: BURNS MARKETING COMMUNICATIONS

Rob Bean

THE ART OF STRATEGY: SOCIAL MEDIA SUCCESS

Colorado Bioscience Association

Copyright © 2010. All rights reserved.

It took radio 38 years to reach 50 million users. Television needed 13 years to reach 50 million.

The Internet did it in four years, and the iPod in three. Facebook added 100 million users in less than nine months.

And iPhone applications hit one billion users in only nine months.

Sources: United Nations Cyberschoolbus Document, Mashable, and Apple

ABOUT ME

Rob Bean _ Senior Account Executive/Interactive Director _ 14-year veteran in integrated digital communications

• Website strategy and architecture • Applications development • Content management • User interface and user experience design • Social media team lead

ABOUT US

Founded in 1972 Services:

_ Strategy _ Research _ Branding _ Advertising _ Marketing communications _ Direct marketing _ Earned media

· Public relations · Social marketing

_ Event planning _ Interactive

OUR CLIENTS

TODAY’S AGENDA

Opportunities Strategy Conclusion Questions

Socialnomics Welcome to the Social Media Revolution

SOCIAL MEDIA OPPORTUNITIES

The web’s most popular activity Used to find answers to questions and establish connections

_ Wikipedia for starting research _ Digg and Delicious for articles _ Facebook and Twitter for friends, interest groups,

brands, and customer service _ Epinions and TripAdvisor for purchase decisions _ LinkedIn for professional networking _ YouTube for knowledge, entertainment, and brands _ Blogs and forums for knowledge-sharing _ Foursquare for location-based sharing

Enables companies to develop relationships with customers

_ Hear what people are saying about you _ Join the conversation _ Extend customer service _ Build brand love

THE POWER OF SOCIAL MEDIA

Social media transforms how we not only reach, but engage with target audiences. It’s trusted.

_ 90-percent of consumers trust recommendations from people they know. (Source: Nielsen)

_ 70-percent trust peer opinions posted online. (Source: Nielsen)

_ 14-precent trust advertisements. (Source: Marketing to the Social Web)

It’s easier than ever for you to market – or be marketed against. You need to be equipped for these new realities.

_ Understand the available channels and where your audience spends time online

_ Monitor your brand to know what is being said _ Be trained in how to speak socially _ Consistently participate in the conversation _ Know when to hold back or bring in an emergency plan

SOCIAL STRATEGY

Know your audience Determine which channels best fit your organization and audience Build your team Identify relevant topics and sources Develop a communications voice Create a strategic plan that integrates into your annual marketing cycle Establish your channel presence Drive traffic, build community, and conversation Monitor all activity and track success metrics

AUDIENCE INSIGHT

Know your audience _ Demographics

• Age • Gender • Location

_ Psychographic profiles • Interests • Affiliations • Lifestyle • Attitudes • Beliefs • Purchasing habits

_ Market research on industry, products, and services _ Thoughts from sales, marketing, and customer service

CHANNEL INSIGHT

Determine which channels best fit your organization and audience

_ Conduct audience research using channel-specific tools • Keyword and advertising analysis • Number of users who fit demographics • Number of interest or affiliation groups that fit

psychographic profile • Existing brand presence • Competitive presence and activities

_ Keep your mind open to creative thinking _ Collect research results in a usable document for your

organization _ Make decisions about which channels to adopt

• Did you find an adequate number of people to talk to on the channel?

• Are they open and accessible? • Did you discover a new opportunity on the channel? • What are the costs and time required? • Which features are available?

TEAM APPROACH

Build your team _ Social media efforts are best delivered by a team,

allowing you to: • Span the departments of your entire organization • Access a greater pool of resources, ideas, and voices

from which content may be generated • Offer customers a more robust brand experience • Maintain the day-to-day conversation that is key to

success

CONTENT GATHERING

Identify relevant topics and sources _ Insight and commentary on industry trends _ Industry-related articles, blogs, web sites, etc. _ Product promotions _ Events and happenings _ Video and photo assets _ Customer service _ Case studies and white papers _ Employment opportunities _ Announcements

This content is all about you, but you need to transform it so that it’s all about the customer.

_ Engaging _ Value-added _ Lovable _ Sharable

VOICE DEVELOPMENT

Develop a communications voice _ Coordinate your social voice – more casual and real –

with your corporate marketing voice _ Include three main elements:

• Fun (but relevant) • Knowledge-based (e.g., tips, techniques, and advice) • Marketing communications (e.g., product highlights,

releases, etc.)

_ Determine the communications ratio based on: • Your company’s culture • Your social media goals • The amount of relevant content you have access to

_ Decide your communication frequency

SPEAKNG SOCIALLY

Be honest and transparent Never post anonymous comments Organize your thoughts before commenting, posting, or replying Be short and get to the point quickly Source any information you may reference Be personal, yet remain true to the voice of your company Do not overtly promote your products or company Demonstrate your expertise Join the conversation. Don’t be afraid to participate, answer questions, or comment on other comments. Use proper grammar, punctuation, and spelling Utilize channel specific features to your advantage (i.e., Twitter hash tags, Facebook fan e-mails, multimedia wall postings, etc.)

PLAN CREATION

Create a strategic plan that integrates into your annual marketing cycle

_ A plan establishes processes for implementing social media strategies by helping you:

• Collect your thoughts • Establish your messages • Determine your overall strategy • Coordinate with other marketing activities • Consistently communicate and sustain the effort

_ A good communications plan will: • Consist of a high-level plan using social media to support

traditional media strategies • Include a tactical calendar that provides the details to help

you execute your high-level social media plan

CHANNEL DEVELOPMENT

Establish your channel presence _ Assign administrators _ Collect basic assets

• Profile pictures • Logos • URLs • Company information

_ Determine channel-specific features and supporting content

_ Train your team _ Launch internally

TRAFFIC BUILDING

Drive traffic, build community, and engage in conversation

_ Announce channel presence to your audience • Corporate web site • Newsletter • E-mail • Press release • Advertising • Events

_ Seek out targets on selected channels • Outreach within the channel • Organic traffic • Paid traffic

CHANNEL OUTREACH

Revisit your audience research Target individuals, groups, pages, and their administrators in an appropriate manner to invite them to engage with you Coordinate your efforts with other corporate brands, partner relationships, and affiliated organizations

ORGANIC TRAFFIC

Facebook traffic builders _ Monthly contests _ Posting questions from your fan base to the wall _ Survey and polls _ Facebook events to promote specific events _ Interviews from industry experts, customers, and brand

evangelists – could be text-based or video _ Communication, coordination, and wall posting to other

industry pages and groups _ Timely direct messages to fans (Facebook e-mail) _ Facebook applications like quizzes, games, gifts, etc.

ORGANIC TRAFFIC

LinkedIn traffic builders _ Encourage employees to create LinkedIn profiles _ Engage in LinkedIn Answers _ Recruit with LinkedIn Jobs and Talent Advantage _ Build a Company Profile to strengthen your presence _ Use the LinkedIn Polls tool for informal market research _ Get clients and vendors to write recommendations that

will appear on your personal profile and theirs _ Join or create LinkedIn Groups to network on a smaller

scale with like-minded people _ Use LinkedIn Applications to connect your blog to your

profile, share presentations, publish reading lists, etc.

Twitter traffic builders _ Find like minded people, follow them, and participate in

the conversation _ Monitor and respond to what people are saying about

your company/brand _ Support customer service efforts _ Deliver special offers, deals, coupons, sales, contests,

etc. _ Build brand awareness by joining the conversations and

forging relationships _ Share pertinent information – articles, blogs, links,

webinars, etc. – with your followers _ Cover live or breaking news

ORGANIC TRAFFIC

PAID TRAFFIC

Possible advertising topics could include: _ The launch of your social media channels _ Specific product campaign tie-ins _ Seasonal and special product offer _ Contest announcements _ Awareness

Many channels offer targeted ads based on criteria such as:

_ Location _ Age _ Gender _ Keywords _ Education _ Workplaces _ Relationship status _ Languages

TRACKING SUCCESS

Monitor all activity and track success _ Channel-specific tools _ Number of fans/followers _ Comments

• Sustained conversation • Conversation among fans

_ Referring traffic to web site or landing page _ Ad click-throughs _ Sales and coupon redemption _ Customer service feedback _ Awareness measures

DO _ Be willing to relinquish some control _ Put the emphasis on customer relationships _ Remain consistent with your brand personality _ Remember to be mindful of what you say

DON’T

_ Take a haphazard approach without strategy _ Ignore questions and comments _ Start something without following through _ Blatantly market your brand _ Lack personality _ Only use news feeds _ Spread yourself too thin

DOs &

DON’Ts

SOCIAL MEDIA SUMMARY

Social media is enabling people to interact, collaborate, and access information in new ways – and it’s here to stay. Organizations can engage with customers in a more targeted, customer-centric manner than traditional marketing allows. Many of the channels and tools are free, but it does take some money – and a lot of time – to do it right. Strategy and planning are key to ensure a sustained and successful effort.

SOCIAL MEDIA

THE CHALLENGE

Objective _ Create a communications channels to support the

communication of Nurse-Family Partnership success stories and policy positioning across internal and external channels.

Audiences _ Nurse practitioners and agencies _ Community advocates and policymakers _ First-time moms (graduates and referrals)

Social media usage _ To facilitate conversation between:

• The national organization and stakeholders • Trade press and policymakers

_ To educate all audiences about the benefits of implementing a successful and proven healthcare model in a climate of results oriented spending.

_ To be a springboard for seasonal giving and awareness campaigns.

THE SOLUTION

Multi-channel strategy _ Facebook is utilized to communicate with agency

contacts, nurses and the general public. • Helped them become the official NFP presence on

Facebook ahead of regional offices • Delivering interesting and timely content that fans

might share with their friends • Helping to build awareness of the organization • Launching pad for seasonal donor campaigns

_ Twitter is utilized to talk directly to the press and policy makers.

• Build awareness of the organization • Share links to news and research that supports your

cause and demonstrates NFP’s acceptance within the healthcare community

• Thank influential supporters publically and link to their positioning statements (if they exist)

• Influence and support discussion on topics you care about by retweeting applicable information

Communications planning & application development

Redesigned website

Facebook page

Twitter page

Flowers for Moms application

Flowers for Moms application

Flowers for Moms application

THE BUSINESS CASE FOR

MOBILE

Mobile website development _ Nurse-Family Partnership had an urgent need to tell

their story to a key stakeholder on a train. _ A one-time opportunity to lobby for funding. _ Mobile website deployment and pitch from a smartphone

in just over one week.

THE BUSINESS CASE FOR

MOBILE

Mobile website became tablet. _ Leveraged mobile website development into a field sales

tool for tablets.

THE RESULTS

Facebook and Twitter _ Channel audiences have grown steadily since the initial

creation. _ Steady number of responses and interactions between

NPF and their audiences.

Flowers for Moms application _ Over 10 million users in just under a month. _ 35 thousand fans (likes) _ 15-20 thousand daily users (sustained today). _ Helped client win a Silver Peak Award from the American

Marketing Association.

Gifts for Dads application _ Over 10K users in the week leading up to Fathers Day. _ Helped with perception that the organization just serves

the first-time mom.

Donations _ Online donations have increased due to the focus on

outreach through the social channels and through direct appeals in the Facebook applications.

“It’s better to live a social media life making mistakes than living a social media life doing nothing.”

Source: Socialnomics

QUESTIONS?

JOIN BURNS

MARKETING

Want to see how much fun online socializing can be? Join us on:

_ Facebook: www.burnsmarketing.com/facebook _ Twitter: www.twitter.com/burnsmarketing _ Blog: www.burnsmarketing.com/blog

Have questions? Contact us today. Rob Bean Senior Account Executive/ Interactive Director Burns Marketing Communications 970.776.1780 robb@burnsmarketing.com

GLOBAL PRODUCT LAUNCH

THE CHALLENGE

Create a strategic social media communication plan that supported the Intel® Core™ i7 Custom Desktop Challenge

_ Reach a very specific audience of modders through outlets to which they respond

_ Increase awareness for the launch of the Intel Core i7 and i5 processors

_ Promote immediate use of these processors _ Generate attention and participation for the worldwide

modding contest

THE SOLUTION

Utilize outlets so the target audiences can gather and spread information in a natural and comfortable way

_ Develop Facebook and Twitter pages to support the contest web site and to reach specific audiences

_ Maintain steady communications with modders through comments, posts, photo sharing, and more

_ Dedicate a section of the web site’s home page to Facebook feeds, which drew audiences to the contest’s fan page on Facebook

_ Identify top modding communities, groups, and blogs to communicate with throughout the contest

Contest web site with Facebook connect fan feeds

Facebook and Twitter pages

Global product launch via www.intelcorechallenge.com

THE RESULTS

Communication efforts were amplified with the use of social media

_ More than 400 people from nine different countries registered

_ The final number of submissions doubled the client’s expectations

_ Nearly 2,000 people voted for the People’s Choice category

_ More than 700 people followed the contest on Facebook, and participated in a consistent stream of banter on the wall

SOCIAL MEDIA

THE CHALLENGE

Create a loyalty program that rewards cardholders, promotes adoption of a “all-in-one” card, and generates additional business for local merchants Reach incoming “CSU Preview” students, existing students and CSU staff.

_ Move people from awareness of RamCard Plus card to adoption and use

_ Generate more activity from current cardholders _ Develop an online community that promotes activities

and participation in the “real world” _ Help to educate students about smart spending habits

THE SOLUTION

Utilize social channels to deliver messaging to the target audiences facilitating the spread of program information in a natural and comfortable way

_ Develop a message planning document to enable the FNB team to carry out sustainable, relevant posting to fans.

_ Develop Facebook and Twitter pages to support ongoing communications, wall contests and offline contests to generate a variety of experiences for cardholders

_ Create value by providing important financial information to fans (e.g. Financial Tip Tuesday)

_ Highlight perks and other benefits of being a cardholder _ Targeted campaigns

• Scholarship marketing • Street team development

_ Wall posting contests • Halloween photo tagging contest • CSU game photo tagging contest • Guess the score of a CSU game contest • Create your own ice cream flavor contest • Michael Jackson tribute concert ticket giveaway

Twitter and Facebook pages

Web banner and Facebook tagging contest

Email and website campaigns to support recruitment efforts

THE RESULTS

Ongoing communication efforts are being sustained through the use of social media

_ A steadily growing fan base _ Positive audience feedback _ Increased brand awareness _ Exposure for third-party merchants

SOCIAL MEDIA

THE CHALLENGE

Objective _ Create communications channel to support repositioned

AUGI Cad Camp event series

Audiences _ Annual attendees _ Prospective attendees _ Sponsors and solution providers

Social media usage _ To facilitate conversation between:

_ The national organization and attendees _ Attendees and local event sponsors

_ To educate attendees about the AutoDesk product roadmap

Inexpensive way to boost attendance, broaden target audience, and build excitement into the marketing program

Common ground _ An interest in expanding personal knowledge of AutoDesk

products for career development and productivity gains

THE SOLUTION

A full rebrand of the event series to reposition it in the industry Developed and implemented a strategic social media communication plan

_ Integrate Facebook feed and Twitter icons into the web site design to indicate our desire to keep in contact beyond their first visit

_ Communicate continually to the audience on a more personal level through Facebook and Twitter

_ Promote association value by providing relevant information for all fans and followers regardless of attendance

_ Combine upcoming event announcements with timely information from regional events. This includes event pictures, key presentation details, ongoing discussion, special offers, etc.

Promotional materials

Web site with social integration

Twitter and Facebook pages

SOCIAL MEDIA

THE CHALLENGE

Boost WaterPik’s current online presence with social media engagement

_ Boost WaterPik’s current online presence with social media engagement

_ Gain exposure for the company’s new EcoFlow low-flow showerhead

_ Create excitement and interest for a product that may not be on the forefront of consumers’ minds

_ Generate innovative ideas that combine water fun and water conservation

THE SOLUTION

Use a multi-step approach to develop a strong fan base and increase participation

_ Validate the target audience and the best ways to reach them through extensive research

• People who are likely to buy eco-friendly products • People who know the Water Pik brand name as it refers

to shower products • Common ground is an interest in water conservation

_ Cultivate an audience base with online advertising, social media tactics, and direct outreach

_ Generate excitement and participation among fans with gifting applications, quizzes, and custom applications

_ Create awareness for the brand and product through outreach to specific groups and fan pages

ECOFLOW BY WATER PIK

The strategy _ Research appropriate audience and channels _ Develop audience-base through organic and paid traffic

building _ Generate excitement and participation on Facebook _ Create awareness by reaching out to appropriate groups

and fan pages Targeted campaigns

_ Wall posting contests • How do you save water? • What's your favorite shower song?

_ Quiz activity • What do you know about H20?

_ Gifting applications • Send a shower to a dirty friend • What kind of shower are you

_ Community activation • Save a billion gallons water challenge

Facebook page

Facebook page

Facebook application and ads

Facebook application

Facebook application

THE RESULTS

The audience responded through active participation _ Audience feedback was positive and the fan base

grew steadily _ Contests and quizzes experienced high participation

LINKEDIN STRATEGIES

LinkedIn Services Page

Features Company overview Careers Services Connections

Opportunities Distributor connections Recommendations Etc.

Datalink – Twitter and LinkedIn Service Pages