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# iStrategy_SMIT

# iStrategy_SMIT. Agenda. Introduction Social Media & Internet - Its in our DNA Communication Has Changed + Mocial Technology Landscape Case Studies 5 Things Test & Learn Freemium & Low-Cost Solutions Questions. Introduction. Strategic marketing executive, fluent in 4 languages

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# iStrategy_SMIT

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  1. #iStrategy_SMIT

  2. Agenda • Introduction • Social Media & Internet - Its in our DNA • Communication Has Changed + Mocial • Technology Landscape • Case Studies • 5 Things • Test & Learn • Freemium & Low-Cost Solutions • Questions

  3. Introduction • Strategic marketing executive, fluent in 4 languages • Specializes in developing business for international brands via initiating & integrating social media and digital strategies • Subject matter expert on CNN’s Ali Velshi show • Clients include: Boy Scouts of America, Cisco, Ryan Seacrest, Chrysler, The Weather Company (The Weather Channel), Cingular Wireless (AT&T), Georgia Tech, InterContinental Hotels Group, Mercer, Jewish Family & Career Services, Ogilvy & Mather, Reader’s Digest, Qualcomm, Turner Network Television, Coca-Cola • Avid skateboarder who tweets to relax - follow her on Twitter @socialespionage

  4. How I Got Into Social Media Marketing

  5. It’s In Our DNA

  6. Communication Has Changed + Mocial

  7. Technology Landscape

  8. Case Studies

  9. ROI: Costs of Social Crises, Fraud & Regulations Crisis Communications team and process with employees of KitchenAid, Whirlpool, and consultants used to craft and monitor quality response • Direct Social Crises Costs • Average $15K for agency/consultant fees per incident (source: F500 brand) • Average $50K (100 man hours) of lost productivity &internal resource costs • Cost of compensatory offers/campaigns to affected users • Fraud and Brand Damage • Audience/Content Hijacking • Costs of Reporting of fake accounts to FB and TW • Lost Revenue due to diverted traffic to fraud account • Government Regulations and Fines • Australia, UK, Germany holding companies responsible for content posted to a page • Avg. fine is $25K in UK via Advert. Std. Board • Impact on Social Team and Budget • Each crises threatens future programs/budget • Increased manual moderation costs to avoid repeat ASB Upholds Complaint Against Foster’s Facebook Comments Novartis Slapped by the FDA Content in app deemed misleading Agency lost contract and its employee let go Poor Conversation Moderation Triggers ‘Harmful Advertising’ Rules Tweets about earnings & BOD meetings cause investor disclosure concerns AND CFO’s job

  10. Reputation Management & Recruiting:UPS • Phase 1: Initially, reputation management • Where are conversations? • Who is having them? • What are they talking about? • Customer Service issues • Phase 2: Blogger Outreach • Phase 3: Launch of ‘Intercept Service’ • Phase 4: 2008 Holiday Season ‘Recruiter Program’ • Measurable results

  11. Risk Management: Top 3 US Bank • Customer Environment • 82 brand owned sites, managed centrally • Strict process to enforce new account authorization • 100+ unauthorized & fraudulent accounts detected/removed quarterly • Legal & Compliance require monthly reporting and periodic audits of all social activity to verify compliance with internal procedures • Technology provided • Automated monitoring & discovery of unauthorized, branded accounts • Governance and Risk reports – detailing security incidents and remediation applied, incremental changes in incident frequency • Application control policies to enforce standardized publishing workflows • Results • Improved efficiency in detecting & reporting fraudulent account activity • Implementation of compliance policies enabled new engagement programs

  12. Customer Service: Dell • Customer Service • Issues categorized • Workflows established • Creating database of frequent issue responses • Source tagging • Salesforce Integration • Creating record of issue • Establishing SLA (service level agreement) • Results • Increase in mentions due to stellar customer service • Ratio of positive sentiment increased • https://twitter.com/dellcares

  13. Product Launch & Content Theme-ing: Cisco • Aim: Launch UMI Tele-presence • Strong Facebook following • Create a community around people sharing stories • Execution: Deployment of applications • Welcome, Sweepstakes, RSS, Twitterfeed, Flickr, YouTube • Results: UMI Facebook page is forum for community & brand affinity • Customer testimonials • Queries • Contest entries • Videos • http://www.facebook.com/Ciscoumi

  14. Five Things You Need To Do

  15. Goals

  16. Know Thy Customer Courtesy of Perseev.me

  17. Surveys, Keywords & Research

  18. Where Is My Tribe?

  19. Roadmap

  20. Test & Learn

  21. Freemium & Low-Cost Models

  22. “Business has only two functions – marketing and innovation.” Milan Kundera

  23. Thanks - You Have Been Awesome!

  24. Questions

  25. Let’s connect • Facebook.com/dorothea.bozicolonavolpe • Instagram & Vine @SocialEspionage • Gplus.to/SocialEspionage • Pinterest.com/socialespionage • Linkedin.com/in/socialanddigitalmediamaven • @SocialEspionage • Phone: (347)SMM-M727 • Fax: Really !?!?

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