tools and technologies for social media success - nedma marketing technology summit 2013
DESCRIPTION
As shared at the New England Direct Marketing Association Marketing Technology Summit 2013 While most marketers today are using social media to engage with their customers and prospects, many are still overwhelmed by this relatively new way of conducting business. For starters, they have to learn how to communicate both efficiently and effectively across Twitter, Facebook, LinkedIn and the rest of the social media ecosystem. But as if that's not challenging enough, they still need to know which tools and technologies will give them the best chance for success. That's what this panel of experienced social media practitioners will address in this discussion. They'll tell you what they use to get the job done right. They'll share the secrets, strategies and shortcuts for getting the biggest possible ROI on your own social media activities. Learn more: http://www.nedma.com/summit/TRANSCRIPT
Tools and Technologies for Social Media Success
@JamiePappas
Director, Brand Communications & Social Media @Akamai
NEDMA Marketing Technology Summit 2013
#MTech13 @NEDMA | @JamiePappas @Akamai
©2014 Jamie J. Pappas. All rights reserved.
Director, Brand Communications & Social Media @Akamai Technologies I have been focused on social social media, e2.0 and enterprise communities for >8 years, digital for >10, marketing for 15 years, with hands-on experience in: • External social media communities • External blogs • External company-owned communities • Internal e2.0 communities • Internal blogs • Executive blogging and social media
A little about me before we get started…
#MTech13 @NEDMA | @JamiePappas @Akamai
©2014 Jamie J. Pappas. All rights reserved.
Vision: Transform the way Akamai communicates, engages and collaborates with our key audiences.
Strategy: 1. Integrate social media into all communications touch-points.
2. Embrace active listening.
3. Empower and encourage amplification.
We are building the framework and foundation to empower everyone at Akamai to be social!
Social Marketing at Akamai
#MTech13 @NEDMA | @JamiePappas @Akamai
©2014 Jamie J. Pappas. All rights reserved.
An integrated suite of tools is critical to our success SocialEye • Pre-scheduled news/info • Centralized engagement metrics • Workflows, permissions and
content review
HootSuite • Real-time monitoring • Real-time engagement
Radian6 • Long-term metrics • Trending topics/posts • Launch/event buzz • Brand sentiment
Salesforce • Campaign integration • Campaign tracking • Lead gen/sales metrics
Google Analytics • Social referral traffic • Social exit traffic • Benchmarking against
web traffic
#MTech13 @NEDMA | @JamiePappas @Akamai
©2014 Jamie J. Pappas. All rights reserved.
Audience Size Across Top 5 Channels
• Akamai has an audience of 61,000+ members across social (+144% over all of 2012)
• Social drove 217M+ views of Akamai content (+61% over all of 2012)
• Social drove 136,000+ mentions of Akamai and our products (+63% over all of 2012)
Facebook 43%
LinkedIn Corporate
Page 37%
Twitter 17%
LinkedIn Customer
Group 2%
YouTube 1%
Conversation Spread Across Top 10 Countries
Cloud 22%
Mobile 26%
Security 26%
Media 26%
Conversation Spread Across Pillar
U.S., 71%
New Zealand,
14%
Japan, 13%
Indonesia, 12%
China, 10%
Venezuela, 9%
Ireland, 9%
Costa Rica, 8%
Germany, 7%
Greece, 7%
Measurement: 2013 Year-to-Date Snapshot