The document summarizes an event held by the Social Media Club Great Lakes Bay. It provides an agenda for the event which includes getting connected with the group's social media accounts, learning about their mission to educate on social media use, an introduction of the team members, a presentation by speaker David Murray on demystifying social media for organizations, a Q&A with Murray, an announcement of the next month's event, and a giveaway.

1. Welcome
October Event
@SMCgreatlakes | #smcglb | /SMCgreatlakes
Sunday, October 20, 13

2. Venue sponsored by:
bavarianinn.com | /bavarianinnrestaurant | @bavarian_inn
Sunday, October 20, 13

3. October sponsored by:
frankenmuthriverplace.com | @riverplaceshops
Sunday, October 20, 13

4. Tonight's Agenda
Get 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

5. 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

6. 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.
Sunday, October 20, 13

7. Our Team
Jeff DeHaven - President
Will Hard - Vice President
Erin Poltorak - Treasurer
Celeste Ivon - Events
Tyler Heitzman - Events
Heidi McIvor - Sponsorship
Alisha Beckrow - Sponsorship
Derek Dewey - Communications
Sunday, October 20, 13

8. Sponsors:
Sunday, October 20, 13

9. Tonight's Speaker
David Murray
Social Media Manager
Blue Cross Blue Shield
of Michigan
@davemurr
/davemurr
Sunday, October 20, 13

10. Demystifying Social Media for
Your Organization
Sunday, October 20, 13

11. Sunday, October 20, 13

12. Sunday, October 20, 13

13. People Do Business With…
Sunday, October 20, 13

14. KNOW, LIKE, and TRUST
How will your social media efforts accomplish
these three things?
Sunday, October 20, 13

15. KNOW =
Allow people to learn who you are,
what you can do for them, what
you stand for and represent.
Sunday, October 20, 13

16. LIKE =
Proud to be a customer and act as
an ambassador or brand advocate
without you asking them to.
Sunday, October 20, 13

17. TRUST =
Refer you to their network and
recommend your
services/products to someone who
is not a customer.
Sunday, October 20, 13

18. • Communication
• Stories
• Twitter
• Referral Engine
• Tools
• Passion
• Marketing
• Emotion
• Advertising
• People
• Followers/Fans
• Relationship Builder
Sunday, October 20, 13
• Facebook
• Automated

19. Sunday, October 20, 13

20. What Are You
Passionate About?
Sunday, October 20, 13

21. Listen
What Are You
Passionate About?
Sunday, October 20, 13

22. Sunday, October 20, 13

23. Identify Your Content
Bubble
1. Listen
Sunday, October 20, 13

24. Identify Your Content
Bubble
•Core Subjects
1. Listen
Sunday, October 20, 13

25. Identify Your Content
Bubble
•Core Subjects
•Related Subjects
1. Listen
Sunday, October 20, 13

26. Identify Your Content
Bubble
•Core Subjects
•Related Subjects
•Passion Subjects
1. Listen
Sunday, October 20, 13

27. Identify Your Content
Bubble
•Core Subjects
•Related Subjects
•Passion Subjects
•Shared Subjects
1. Listen
Sunday, October 20, 13

28. Publishing
Content
Sunday, October 20, 13

29. Good
Get People Plugged In
Sunday, October 20, 13

30. Better
Get People to Participate
Sunday, October 20, 13

31. Best
Get People to Share
Sunday, October 20, 13

32. How We Search for Content
Has Flipped
Sunday, October 20, 13

33. Sunday, October 20, 13

34. Sunday, October 20, 13

35. Sunday, October 20, 13

36. Sunday, October 20, 13

37. Sunday, October 20, 13

38. Aim to Be a Helpful
Resource
Sunday, October 20, 13

39. Sunday, October 20, 13

40. Your Content Is A Product
of your Brand
Sunday, October 20, 13

41. The Social Web Is
Referral City
Sunday, October 20, 13

42. Those Who Communicate, Win
Sunday, October 20, 13

43. Sunday, October 20, 13

44. Sunday, October 20, 13

45. Why Would Anyone Follow Us?
Sunday, October 20, 13

46. Unique Value for Our
Social Networks
Sunday, October 20, 13

47. Social Media ROI
Sunday, October 20, 13

48. Secret Formula:
Social Media ROI = [(tweets – followers) ÷
(comments x average monthly posts)] ÷
(Facebook shares x Facebook likes) ÷
(mentions x channels used) x engagement
~ Olivier Blanchard
Sunday, October 20, 13

49. ROI Is a Financial Term
Sunday, October 20, 13

50. Finding the ROI of Social
Media Is Dependent On:
1) What You Are Asking
2) What You Are Measuring
Sunday, October 20, 13

51. Three Big Categories
• Sales
• Cost of Customer Loyalty
• Awareness of Brand or
Product
Sunday, October 20, 13

52. Other Categories That Can Fit Into the
Those Three Categories
•
•
•
•
•
•
•
•
•
•
•
•
Sunday, October 20, 13
Leads
PR/Outreach
Operational Costs or Savings
Traffic
Engagement
Consumer Sentiment
SEM
Behaviors
Sharing of Content
Campaign Awareness (NP)
Fundraising (NP)
And more…

53. Qualitative and Quantitative
Sunday, October 20, 13

54. 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
Sunday, October 20, 13

55. 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
Sunday, October 20, 13

56. Build Data Bridges
Sunday, October 20, 13

57. Layer Your Marketing Efforts
Sunday, October 20, 13

58. It’s About Behavior.
Not Impressions.
Sunday, October 20, 13

59. Get Them to Lean In
Sunday, October 20, 13

60. The Importance of Images
Sunday, October 20, 13

61. Think Long Term
Sunday, October 20, 13

62. Social Works Best
When It Is Integrated
Sunday, October 20, 13

63. Identify Business Goals
Sunday, October 20, 13

64. And the
Secret
Content
Formula Is…
Sunday, October 20, 13

65. HELP
Sunday, October 20, 13

66. That’s How You
Stay Top of Mind
Sunday, October 20, 13

67. Sunday, October 20, 13

68. Thank you!
David Murray
Manager, Social Media
w :: (313) 225-5688
c :: (313) 348-0814
dmurray@bcbsm.com
Twitter :: http://twitter.com/davemurr
Linkedin :: http://www.linkedin.com/in/davemurr
Sunday, October 20, 13

69. Channels
Username
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
Sunday, October 20, 13
http://www.ahealthiermichigan.org/
http://storify.com/BCBSM

70. SOCIAL MEDIA CLUB
GREAT LAKES BAY
Sunday, October 20, 13

71. November's Event
Fabiano 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

72. Tonight's Giveaway
frankenmuthriverplace.com | @riverplaceshops
Sunday, October 20, 13

73. Sponsors:
Thank you for attending... See you November 21!
Sunday, October 20, 13