Social Media Enhance the experience and value of your brand through the use of owned platforms and earned media.

1. Brett McCoy
http://www.myjive.com
twitter.com/brettmccoy
SocialCrush
Social Media
Enhance the experience and value
of your brand through the use of
owned platforms and earned media.
Flickr image by gregorywdean

2. Brett McCoy
Ron Edelen
twitter.com/brettmccoy
twitter.com/myjive
Already bored? Go ahead and tweet
about it. Tell the world that Brett has no
idea what he is talking about. If you do,
please be sure to mention @brettmccoy
and @myjive in your tweet.
Flickr image by KillTaupe

3. Agenda
CaroMont Health: Social Media Case Study
(1) CaroMont Health
- Build brand awareness within the community
- Elevate brand perception
- Engage with community members
(2) Assets
- The social components owned and managed by CaroMont Health
(3) Tools
- The listening, tracking, marketing and analytics tools we use.
(4) Results
- What we have accomplished
(5) Conclusion. Questions?

4. Assets

11. Tools

12. Hootsuite
•Listening
•Team Management
•Marketing

13. SproutSocial
•Social Analytics
•Engagement

14. Clicky
•Website Analytics
•Content Management

15. EdgeRank
•Facebook Posting
•Content Strategy
Flickr image by http://www.fubiz.net

16. Foursquare
•Venue Management
•Location Marketing

17. Platform(s) Activity Topic Keywords Measure Engagement Responsible
(Facebook, Twitter, Blog, Flickr, (Listen, Follow, Engage) What is it we want to accomplish? (Hash-tags, terms) (Followers, Awareness, views, (Low, Medium (Who will do this task?)
Youtube, LinkedIn) engagement, sentiment, etc.) high)
Facebook, Twitter Follow, Listen Find Local people to follow. Send them a note if #caromonthealth Followers + Followees Low Myjive
they follow back. + Respond to any comments on
your wall.
Facebook, Twitter Follow, Listen, Engage Find seven things worth retweeting/sharing in #caromonthealth engagement + followers + Low Myjive
your general feed and share. + Respond to any followees
Content Calendar
comments on your wall.
Facebook, Twitter Follow, Listen, Engage Reply to at least five things with full responses #caromonthealth engagement + followers + Low Myjive
(not just “thanks”). + Respond to any comments followees
on your wall.
Facebook, Twitter Follow, Listen, Engage Point out a few people that CaroMont respects. It #caromonthealth engagement + followers + Low Myjive
shows your mindset, too. + Respond to any followees
comments on your wall.
Facebook, Twitter Follow, Listen, Engage Follow back at least 10 folks. + Respond to any #caromonthealth engagement + followers + Low Myjive
comments on your wall. followees
Facebook, Twitter Follow, Listen, Engage 30 minutes of just polite two-way chit chat with at #caromonthealth engagement + followers + Low Myjive
least 4 people. + Respond to any comments on followees
your wall.
Facebook, Twitter Follow, Listen, Engage Find Local people to follow. Send them a note if #caromonthealth engagement + followers + Low Myjive
Facebook, Twitter Follow, Listen, Engage
your wall.
•Team Management
they follow back. + Respond to any comments on
Begin building brand. Find five people who have
had a negative experience and try to connect. +
#caromonthealth +
#clic
followees
engagement + followers +
followees
Medium Myjive
Facebook, Twitter, LinkedIn
Facebook, Twitter, LinkedIn
Follow, Listen, Engage
Follow, Listen, Engage
•Content Strategy
Respond to any comments on your wall.
Send birthday wishes to people in your network.
+ Respond to any comments on your wall.
Comment on at least seven people’s status
#caromonthealth
#caromonthealth
engagement + followers +
followees
engagement + followers +
Low
Low
Myjive
Myjive
messages or updates. followees
Facebook, LinkedIn Follow, Listen, Engage Join 3-4 new groups today. Post a hello message #caromonthealth engagement + followers + Low Myjive
in each. followees
Facebook, LinkedIn Follow, Listen, Engage leave a new comment or two on every group or #caromonthealth engagement + followers + Low Myjive
fan page you belong to. followees
Facebook, Twitter, LinkedIn Follow, Listen, Engage Share at least 3 interesting updates that you find. #caromonthealth engagement + followers + Low Myjive
followees
Facebook, Twitter, LinkedIn Follow, Listen, Engage Find Local people to follow. Send them a note if #caromonthealth engagement + followers + Low Myjive
they follow back. + Respond to any comments on followees
your wall.
Facebook, Twitter, LinkedIn Follow, Listen, Engage Find seven things worth retweeting/sharing in #caromonthealth engagement + followers + Low Myjive
your general feed and share. + Respond to any followees
comments on your wall.
Facebook, LinkedIn Follow, Listen, Engage leave a new comment or two on every group or #caromonthealth engagement + followers + Low Myjive
fan page you belong to. followees
Facebook, Twitter, LinkedIn Follow, Listen, Engage Accept any invitations that make sense for you to #caromonthealth engagement + followers + Low Myjive
accept. followees
LinkedIn, Facebook Follow, Listen, Engage Drop into Q&A and see if you can volunteer 2-3 #caromonthealth engagement + followers + Low Myjive
answers followees
Facebook, Twitter, LinkedIn Follow, Listen, Engage Provide 1 recommendation every few days for #caromonthealth engagement + followers + Low Myjive
people you can honestly and fully recommend. followees

18. Results

19. Facebook
35,000+
monthly views

20. flickr image by Joe Curtin
Facebook
2,000+ monthly
active users

21. Twitter
engagement 97%
influence 67%
It’s about relevancy, engagement and
connection and not about your number of
followers.

22. klout

23. Foursquare

24. TWITTER May June July August
Connections (# of people who CaroMont follows) 698 902 952 1029
Excel
Followers (# of people who follow CaroMont Health) 150 233 271 (up 50) 322
Mentions (# of times someone mention @caromonthealth) 22 42 33 40
Retweets ( # of times a tweet of @caromonthealth was retweeted) 23 17 11 11
Clicks (# of times someone clicked link @caromonthealth posted) 88 845 1350 14,000
Passion (Ratio of # of followers who are generally happy with the 51% 76% 87% 87%
brand and would promote it)
Engagement Score (National average: 32% - Your engagement score 83% 90% 95% 97%
is an indicator of how well you are communicating with your audience.)
Influence Score (Average score is 59% - Your influence is an indicator 63% 66% 67% 67%
of your growth and the interest level among your audience. ..)
Sentiment (This means the ratio between # of mentions that are 4:1 8:1 11:1 13:1
positive vs negative)

25. In conclusion,
Why social?
ADVANCING YOUR BUSINESS
IN THE DIGITAL AGE.

26. 80/20
Listen Engage
We live in a “hash-tag” world.
Prepare to dedicate time to monitoring the conversations.
Remember, when something is social it is open to good
and bad commentary.
Flickr image by paoloappe

27. For us, what is the value of Digital & Social Media?
Accessible all the time Become invaluable in the situation
The opportunity to ad value to any situation and any where your product is important
context - if the participant initiates it Create deliberate value to the context of the product
experience, becoming an integral and expected part
It is never more than an arms of it
length away.
Your brand is only important sometimes, but when it Record
is it has to be available. Digital apparatus can record and collect data for
product enhancement and innovation. This could
The opportunity to participate become your most important data set.
Participating with your customer in the product
context. Listen and learn from people
They know what they want and are happy to share.
Listen in context. Listen to the situation.

28. For us, what is the value of Digital & Social Media?
Pay attention to your people Real relationships based on real
Appreciate your brands participants such as they conversations
appreciate you buy engaging with your brands. By Do not create messaging - create communications
giving them your attention and devotion they will that encourage conversations between you are your
reward you for it. brands participants.
Create long term relationships Ignite Communities
Create areas of subscription and membership Find existing conversations, add interesting and
allowing for meaning and value for your brands relevant content and value to the dynamics and make
participant. our brand an important part of the context of these
situations

29. Helpful links and fun sutff.
Tools Discussed today
• HootSuite
• Sprout Social
• Social Mention
• HowSociable
• Clicky
• Twitter Search
Fun Stuff
• http://fuelingnewbusiness.com/2010/06/24/study-60-percent-of-companies-using-social-
media-have-no-plan/
• http://www.pamorama.net/wp-content/uploads/2010/03/social-media-landscape.jpg
• http://www.pamorama.net/wp-content/uploads/2010/03/social-media-landscape.jpg
• http://socialmediamind.com/internet-and-businesses-online/twitter-marketing-for-online-
businesses/
• http://www.topdesignmag.com/wp-content/uploads/2011/01/twitter-infographics1.jpg
• http://www.fastcompany.com/1710068/embargoed-till-1201-am-thursday-grandmas-on-
facebook?partner=homepage_newsletter

30. myjive.com
My name is Brett,
and I thank you!
QUESTIONS?