Presentation at the 2013 American Premier Nanny Association Conference: 'How to Leverage Social Media Like a Pro' Presented on October 18, 2013 in Santa Monica California.

1. bobbyisaacson
@
#APNAsocial
@BOBBYISAACSON

2. In The Nanny Game Since…
1986
@BOBBYISAACSON

3. @BOBBYISAACSON

4. @BOBBYISAACSON

5. @BOBBYISAACSON

6. @BOBBYISAACSON

7. @BOBBYISAACSON

8. @BOBBYISAACSON

9. We‟re #33!!!
@BOBBYISAACSON

10. @BOBBYISAACSON

11. @BOBBYISAACSON

12. 240 Million
@BOBBYISAACSON

13. 99.26%
@BOBBYISAACSON

14. 238 Million
@BOBBYISAACSON

15. @BOBBYISAACSON

16. @BOBBYISAACSON

17. @BOBBYISAACSON

18. @BOBBYISAACSON

19. @BOBBYISAACSON

20. We‟re… Nowhere to be found…
@BOBBYISAACSON

21. 314 Million
@BOBBYISAACSON

22. 91% of all U.S. citizens have
their mobile device within reach
24/7
@BOBBYISAACSON

23. 285 Million
@BOBBYISAACSON

24. @BOBBYISAACSON

25. @BOBBYISAACSON

26. 1.1 Billion
@BOBBYISAACSON

27. 78%
@BOBBYISAACSON

28. 780+ Million
@BOBBYISAACSON

29. Who‟s on Facebook?
• 230 Million 18-24 year-olds
• 260 Million 25-35 year-olds
• 330 Million 35-54 year-olds
@BOBBYISAACSON

30. @BOBBYISAACSON

31. 554 Million
@BOBBYISAACSON

32. 1,400
@BOBBYISAACSON

33. Most of the cool kids are doing it…
@BOBBYISAACSON

34. But not everyone…
@BOBBYISAACSON

35. Not a Fortune 500 Brand?
@BOBBYISAACSON

36. Why should you care?
@BOBBYISAACSON

37. Video Link: http://www.youtube.com/watch?v=QUCfFcchw1w
@BOBBYISAACSON

38. TRUST!
@BOBBYISAACSON

39. @BOBBYISAACSON

40. @BOBBYISAACSON

41. “Trust
me with
your
child!
@BOBBYISAACSON

42. @BOBBYISAACSON

43. 1,700
@BOBBYISAACSON

44. @BOBBYISAACSON

45. @BOBBYISAACSON

46. @BOBBYISAACSON

47. @BOBBYISAACSON

48. @BOBBYISAACSON

49. Nanny
Friend
Mommy
@BOBBYISAACSON

50. @BOBBYISAACSON

51. Peet‟s Coffee –
Give A Cup
•
105,000 Social Actions
•
3M Impressions
- Spread awareness about the
launch of Peet‟s Single Cups to
spark product trial
203 Advocates
•
- Drive voting to microsite, to decide
where Peet‟s should hold social
sampling events
- Build foundation of an always-on
blogger and customer advocate
network for Peet‟s Coffee and Tea

52. @BOBBYISAACSON

53. @BOBBYISAACSON

54. %
92
of consumers worldwide
TRUST recommendations
from friends and family
more than any form of
advertising
-Nielsen, 2013
@BOBBYISAACSON

55. Video Link: http://vimeo.com/67257576
@BOBBYISAACSON

56. But how do I get people talking?
@BOBBYISAACSON

57. @BOBBYISAACSON

58. Target
Weddings –
„Be Yourself
Together‟
•
120 Advocates
•
24,000 Social Actions
•
$112K Earned Media Value
- Identify influencers, especially in
wedding & DIY verticals
- Build awareness of Target‟s
Wedding Registry (traditional and
untraditional items)
- Drive authentic influencer and
audience conversations around the
“Be Yourself, Together” theme

59. 5 Tips
+ 1 Free!
@BOBBYISAACSON

60. #1 - Get Graphical With It
@BOBBYISAACSON

61. @BOBBYISAACSON

62. @BOBBYISAACSON

63. @BOBBYISAACSON

64. No likes 
@BOBBYISAACSON

65. Facebook suggests:
• Min = 560 292 pixels
• Max = 1200 627 pixels
@BOBBYISAACSON

66. #2 – Be SOCIAL!
@BOBBYISAACSON

67. @BOBBYISAACSON

68. @BOBBYISAACSON

69. @BOBBYISAACSON

70. @BOBBYISAACSON

71. @BOBBYISAACSON

72. Video Link: http://www.youtube.com/watch?v=ZUG9qYTJMsI
@BOBBYISAACSON

73. $4,500
@BOBBYISAACSON

74. 11 Million
@BOBBYISAACSON

75. #3 – Power Your Advocates
@BOBBYISAACSON

76. Advocate = Happy Customer
@BOBBYISAACSON

77. Advocate content receives 10x
more engagement than branded
content
@BOBBYISAACSON

78. What to do:
• Retweet your advocates
• Share your advocates content
• (i.e. pictures)
• Share testimonials/referrals
@BOBBYISAACSON

79. %
77
of consumers are more
likely to buy a product when
they hear about it from
someone else
@BOBBYISAACSON

80. #4 – Download & Use Apps
@BOBBYISAACSON

81. Tool
Use
Cost
Buffer App – Bufferapp.com
Schedule posts across multiple
networks through out the day.
Free basic (premium available)
Flipboard App
Curate, read and share the best
news relevant to you.
Free
Viralheat – Viralheat.com
Measure the reach, engagement
and sentiment of your posts.
Free (premium available)
Find relevant influencers online
to talk about your agency.
Free (premium available)
Plug-in for gmail, allows you to
see all social info in your inbox.
Free
Rapportive – Rapportive.com
@BOBBYISAACSON

82. #5 - Listen
@BOBBYISAACSON

83. @BOBBYISAACSON

84. • Learn
• Participate in conversations
• Leverage insights to improve
@BOBBYISAACSON

85. #6 – Just Do It (Yourself)
@BOBBYISAACSON

86. @BOBBYISAACSON

87. • No one knows your brand better than you
• More authentic and engaging
• Learn from your audience (clients)
@BOBBYISAACSON

88. 3M – Scotch
Colors &
Patterns Tape
•
60 Advocates
•
188,000 Social Actions
•
17M Impressions
- Identified DIY, fashion & design
advocates
- Created DIY projects using the new
Scotch Colors and Patterns duct
tape
- Drove 90-day sweepstakes to
distribute over 34K product
samples

89. Do‟s & Don‟ts
@BOBBYISAACSON

90. DO:
Be where your audience is.
Facebook? Probably
Tinder? Probably not.
@BOBBYISAACSON

91. DO:
Right Content, Right Channel
Job Description = Facebook/blog
Job Description ≠ Twitter
@BOBBYISAACSON

92. DO:
Post regularly – create a cadence, stick to it
and your audience will follow
@BOBBYISAACSON

93. Buffer App
HOOTSUITE
@BOBBYISAACSON

94. DON‟T
Try and be everywhere – it will backfire.
@BOBBYISAACSON

95. DON‟T
Try to take advantage of irrelevant trends.
@BOBBYISAACSON

96. #Tacky
“Wrong time
for product
placement”
#Gross
@BOBBYISAACSON

97. @BOBBYISAACSON

98. Don‟t
Just talk about
yourself –
provide value
@BOBBYISAACSON

99. Closing…
•
•
•
•
•
Have patience
Build – trust, relationships
Help first, sell second (if at all)
Uncover
JUST DO IT
@BOBBYISAACSON

100. @bobbyisaacson
#APNAsocial
@BOBBYISAACSON