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Es2011 soc med

  1. 1. Social Media<br />DRAFT<br />3.11.12<br />Why You Must Engage<br />
  2. 2. Social Media<br />Today’s Presentation includes:<br />Kevin Corbett, Sr. Manager <br /> MLB Advanced Media<br />Marni Landes, Social Media & Community Mgr., Goldstar<br />Matt Tomaszewicz, Co-Founder, Thrillcall<br />Barry Berkowitz, VP Digital Marketing Solutions, Infogroup Interactive<br />
  3. 3.
  4. 4.
  5. 5. Mobile’s Expansion<br />
  6. 6. Does Infogroup have any stats to share on trends using mobile and social?<br />Would you like to share any findings here & why they are looking at mobile formats for email and integrating social, etc.?<br />
  7. 7. Social Media<br />Social Media presents exciting ways to:<br />Build brands<br />Engage consumers<br />Build relationships<br />Increases page rank on search engines<br />
  8. 8. Circle of Trust<br />
  9. 9. The Circle of Trust<br />
  10. 10.
  11. 11. “Likenomics”<br />
  12. 12. Teen Sex<br />
  13. 13. Making Connections<br />
  14. 14. Trend: How People Are Sharing<br />Source: ShareThis 2009<br />
  15. 15. Response Rates When People Share<br />
  16. 16. Barry Berkowitz of Infogroup will speak to how they are using email and social media to drive engagement and measurable results.<br />Please show examples<br />
  17. 17. The Age to Engage<br />Marni (Goldstar and Kevin (MLBAM) are going to share some examples of how they’ve successfully engaged their following.<br />
  18. 18. What does this look like to you?<br />
  19. 19. I went skydiving to promote iFly indoor skydiving<br />
  20. 20.
  21. 21. Authentic<br />I rode a really scary roller coaster to promote Six Flags.<br />
  22. 22. Efficient<br />A Medieval Times Knight rode his horse through our parking lot and then battled an enemy knight in front of our office entrance<br />
  23. 23. Driving Engagement<br />Examples from MLB Advanced Media and their teams <br />
  24. 24. Content Filter<br />Ask yourself if what you’re about to post fulfills one of these 8 human needs:<br /><ul><li>Love
  25. 25. Self-expression
  26. 26. Sharing Opinions
  27. 27. Showing Off
  28. 28. Fun/Escapism/Humor
  29. 29. Memories & Nostalgia
  30. 30. Making Money
  31. 31. Competition & Gaming</li></li></ul><li>Content Considerations<br />ADD VALUE! Implement programs with your consumer in mind! <br />Be transparent - Listen to what is being posted<br />Join the conversation and engage<br />Ask questions, take polls, show you care<br />Be consistent and follow through<br />Be receptive to change<br />Surprise and delight your customers!<br />
  32. 32. 70 – 20 – 10<br />Rule<br />Matt<br />
  33. 33. #1 – Use Online Communities for PR<br />
  34. 34. Word of Mouth on Steroids<br />
  35. 35. #2<br />Focus on Facebook<br />
  36. 36. #2. Focus on Facebook<br />
  37. 37.
  38. 38.
  39. 39.
  40. 40. Kevin to show samples from teams<br />
  41. 41. Facebook: Show Me The Tickets<br />
  42. 42. Facebook: Group Singing!<br />
  43. 43. Facebook: Caption Contests<br />
  44. 44. Facebook: Goldstanagram Game<br />
  45. 45. Facebook: Polls<br />
  46. 46. Facebook: New Site Features<br />
  47. 47. Facebook: Tabs/Apps<br />
  48. 48. Free Stuff!<br />
  49. 49.
  50. 50. #3. Use Twitter to share great content<br />Can we show MLB example?<br />
  51. 51. For broadcasting<br />Can we show MLB examples here?<br />
  52. 52. Other MLB examples?<br />
  53. 53. Twitter Teases<br />
  54. 54. Twitter Responsiveness<br />
  55. 55. Twitter RSS Feeds<br />
  56. 56. For broadcasting<br />KEVIN – CAN WE TALK ABOUT MLBAM’S TEAMS AND WHAT THEY ARE DOING?<br />
  57. 57. #4. Listen<br />Dave Carroll’s video has over 9 million views on Youtube<br />
  58. 58. Tools like HootSuite , Tweetdeck and Google Alerts make listening easy<br />Does MLBAM have samples of how they listen ?<br />
  59. 59. #5. Use Social-only Exclusives<br />Does MLBAM have samples of offers dedicated to social media?<br />
  60. 60. #6. Leverage Linking Strategies<br />Promote cross-linking:<br />Your website<br />Email Campaigns<br />Facebook page<br />Blog<br />Twitter feed<br />Email signature, etc.<br />
  61. 61. #7. Leverage Off-line Marketing Opportunities<br />Encourage people to follow you via:<br />Advertisements<br />Signage<br />Promotions<br />Use QR codes for quick links<br />
  62. 62. #8. Have a Response Plan<br />Take reasonable action to fix issue and let customer know action taken<br />Negative<br />Positive<br />Yes<br />Yes<br />No<br />Assess the message<br />Evaluate the purpose<br />Do you want to respond?<br />Does customer need/deserve more info?<br />Unhappy Customer?<br />No Response<br />Yes<br />Are the facts correct?<br />Gently correct the facts<br />Yes<br />No<br />No<br />No<br />Can you add value?<br />DedicatedComplainer?<br />Are the facts correct?<br />Yes<br />Yes<br />No<br />No<br />Yes<br />Respond in kind & share<br />Thank the person<br />Comedian Want-to-Be?<br />Explain what is being done to correct the issue.<br />Is the problem being fixed?<br />Yes<br />No<br />Yes<br />Let post stand and monitor.<br />
  63. 63.
  64. 64. #9. Social Media Calendar<br />
  65. 65. Matt to Show the Nucleus tool using screen shots<br />
  66. 66. YouTube Subscribers<br />
  67. 67. YouTube Optimization<br />
  68. 68. #10. Measure<br />2010 Social Media Results Poll<br />
  69. 69. So how do you measure all this?How do you prove it’s a worthwhile investment?<br />
  70. 70. Facebook Metrics<br />New Fans Growth Rate<br />Average Interactions per Post<br />Percent Fan Base Engaged<br />
  71. 71. Facebook: New Fans Growth Rate<br />
  72. 72. Facebook: Avg Interactions per Post<br />
  73. 73. Facebook: % Fan Base Engaged<br />
  74. 74. Set Some Goals!<br />New Fans Growth Rate<br />Average Interactions per Post<br />Percent Fan Base Engaged<br />
  75. 75.
  76. 76. Top 10 Social Media List<br />Use online communities for PR<br />Focus on Facebook<br />Use Twitter as a well rounded tool<br />Listen to what consumers are saying<br />Reward fans with ‘Social-only’ exclusives<br />Leverage linking your social media sites<br />Use offline marketing to drive social media<br />Have a response plan<br />Just do it. Use a social media schedule<br />Measure<br />It’s the Age to Engage.<br />
  77. 77. Advice for 2011<br />

Notas do Editor

  • Would you like to be this ostrich and just ignore it? You can’t.Social media has revolutionized how we communicate. Look at how it has changed the way we receive the news. Once only the domain of newspaper reporters and broadcasters, today anyone can be the reporter and the broadcaster. Print media has transitioned from off line to online – just to survive.
  • Consider these astounding numbers:Skype – 560 MillionFacebook – 515 million (100 million added in past nine months). If it was a country – it would be the 3rd largest in the world. 50% of it’s active users log on every day.Twitter – 175 millionLinkedIn – 80 millioneHarmony – 20 million users in 191 countries – responsible for 236 marriages per day in the US. One in every 8 couples met through social mediaDelicious - 8.5 millionYouTube – 2 billion videos are being uploaded every day – ranked as the #2 search engineIn 2010 Gen Xers (born from the 60’s to early 80’s) out number the Baby Boomers and 96 percent of them have joined social networks.
  • Don’t forget about how smart phones are impacting the way we communicate. You can stay connected 24/7 with access to the Internet, Facebook, Twitter, check-in online with FourSquare or GoWalla. According to Neilson, there are currently 60 million users. In 2012 we expect 80 million more. 200 million of Facebook’s 500 million users access Facebook by phone.
  • Social Media presents exciting ways to:- Build brands- Engage consumers- Build relationships- Increases page rank on search enginesIt’s not about designing large scale programs with detailed strategies . . .. . . It’s trial and error and using an authentic voice to connect to people
  • The sales &amp; marketing funnel isn’t linear and it’s not a funnel. With the online community – a circle of trust has been created. Remember the “Meet the Parents” movie and Robert DeNiro’s character with his “Circle of Trust”?
  • It’s more like concentric circles of participation, conversation, affinity, awareness, community and trust.People find information and recommendations shared amongst friends as the most reliable and trustworthy source.
  • At the recent 2011 CES Show, Chief Executive of Comcast, Gary Shapiro admited “the consumer is king”A brand is no longer what a company says it is. It’s what their customers say it is. Companies still need to influence their brand though. How do they do that? Not by interrupting your customers with brand-making promises, delivered as advertisements. You influence a brand by encouraging people associated with that brand – forging direct relationships, relationships built on action and experience . . . and CARING.Oprah would be proud. At first, Fortune 500 companies and their brand managers found this loss of control scary. They now are embracing it to survive and stay relevant.
  • In 2011, the power and reach of individual affinity will leads to the rise of Likeonomics. Likeonomics describes how personal relationships, individiual opinions, powerful storytelling and social capital are helping brands and their products or services become more believeable. . . . And likeable
  • Google’s Analytics Evangelist Avinash Kaushik said “Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done, there is surprise it’s not better. “ I don’t want that to be the case for the people in this room.
  • Barry Berkowitz of Infogroup will speak to how they are using email and social media to drive engagement and measurable results.
  • Barry Berkowitz, Vice President, Digital Marketing Solutions, Infogroup InteractiveBarry has been gathering intelligence from audiences and driving them to action since the early days of the web. Originally an attorney in New York, Barry helped build online research firm IAG Nielsen to profitability; dramatically increased the scope of services and &quot;A List&quot; client roster for interactive promotions powerhouse ePrize; and helped IPG Agency Dailey in Los Angeles develop award winning mobile and socially integrated ad campaigns for top clients. Barry&apos;s experienced approach to today&apos;s mobile and social media landscape focuses on strategies and winning tactics that drive measurable results for client organizations of all types and sizes.
  • First – think about your state of mind. You may think you are in the business of selling tickets – little paper stubs granting entry to live entertainment events. You’re in the entertainment business and guess what you are selling – EXPERIENCES. LIVE ENTERTAINMENT. People love it – they are entertained, they can brag to their friends, I’d argue that you are in a really cool business. What other industry has so many raving fans? People come to your venues because they want to be entertained. Think about how many people envy your access. You have a very cool job. That’s awesome. This is the age to engage. Everything you do should be focused on driving engagement. If you do the money will follow.Marni and Kevin are going to share some examples of how they’ve successfully engaged their following.
  • Marni from Goldstar to present
  • Kevin Corbett to show examples and talk about how MLBAM embraced social media and how their team are using it.
  • Content ConsiderationsAt this year’s INTIX Conference in San Francisco, I gave a presentation called Social Media, How to Gain a Voice without Yelling. By yelling, I actually meant selling. If all you do is promote yourself, you’ll lose your followers. Be sure what you provide:ADDS VALUE! Implement programs with your consumer in mind! Is transparent - Listen to what is being posted.Join the conversation and engageBe consistent and follow throughBe receptive to changeSurprise and delight your customers!
  • Thrillcall will speak to this and show their tool to help manage and publish content.
  • When Florida’s Universal Studios was ready to announce the Wizarding World of Harry Potter theme park, they sought a way to communicate this to ensure buy-in from a fiercely loyal fan base and gained widespread coverage both on- and offline. Harry Potter has passionate fans. Instead of targeting traditional media, they targeted their announcement by embracing their online communities. It was hoped they would spread the news virally worldwide.The PR team set up a live webcast and invited the ten most influential individuals on the online arena – the webmasters and owners of the biggest Harry Potter fan sites. To add a little mystery, they hosted the webcast at midnight three weeks before the release of the latest Harry Potter book. The webcast which was filmed on the Harry Potter film set in London, gave their audience exclusive artwork and a chance to pose questions in real time via a microsite. The content was then offered to major online media channels, including MSN. The results: More than 1,000 pieces of coverage were generated internationally in just 24 hours. Online coverage by The Times ranked it as the most-read story for more than 24 hours. Yahoo and Google listed more than 6.5 million searches. Coverage appears on GMA, Today Show, etc. More than 18,000 blog posts expressed positive sentiments – roughly 3 percent of all global blog posts that day. The exclusive artwork was reproduced online more than 8,000 times.
  • Think of Twitter and Facebook as Word of the Mouth Advertising on steroids. They are incredibly powerful tools that can help extend your reach.
  • If you can handle only one social media effort – focus on Facebook. It’s no accident that Mark Zuckerberg was named Person of the Year by Time Magazine. For the past 84 years, Time Magazine has named a person of the year. It recognizes the person they believe has impacted society the most. Mark Zuckerberg has changed the way the world works. He appreciates people’s need to connect with others. People have connected with long lost friends, shared advice and recommendations and made all kinds of connections thanks to Facebook. Any smart phone can access Facebook. You can take photos of where you are and easily post and share. You can even buy a camera with a Facebook feature to tag photos for posting. There are plug-ins and developer tools so just about anyone can integrate Facebook into their lives and businesses. There day long seminars offered just on Facebook, so I’ll just touch some highlights.
  • I’m sure you’ve all heard of the “Like” button and have seen it. At a minimum, you should be using these tools. Facebook Pagescan serve as a great hub for fans. For venues, it’s great to get people to like you, become “fans” and hopefully follow you, becoming engaged in your site. AND becoming a part of the community you are creating. People want to feel like they belong. It’s a basic human need. Facebook is constantly evolving and expending. How many of you have heard of Facebook Connect?
  • (BOK sample) Facebook connect is a group of API’s that permit publishers to access Facebook data and interact with key Facebook features. Users can log into a site using their Facebook account. Websites are using the Facebook Connect feature to expand the like feature. With Facebook connect, a visitor allows access to their friends. In this case, they can see who else in this case is attending.
  • Marni from Goldstar shows other examples of content.
  • Involver, Wildfire, App Bistro. And lots more.
  • Who knew “a little birdie told me” could get so big?My #3 is Twitter. Use Twitter as a broadcast medium to post interesting content and to share. It is a great way to post quick messages. You can share content quickly and easily. It’s also a great medium to listen.
  •  Use Twitter as a broadcast medium to post interesting content and to share. It is a great way to post quick messages. You can share content quickly and easily. How many of you use the retweet button?
  • Show MLB and how they use Twitter
  • Examples from Goldstar for Marni to talk to.
  • KEVIN – Can you speak to this?The Media is on Twitter. They post when they are looking for stories. You can look for local publications. Here’s a sample screen from MediaonTwitter.com.
  • Listen to what consumers are saying. The Internet provides great tools to do this. How many of you know about Google Alerts?Use the Twitter search function to see if people are talking about your venue/team/shows.Has anyone heard the “United Broke My Guitar” story. Dave Carroll (an relatively unknown musician)and his band were flying United. When they were sitting waiting to deplane, a woman in the back looked out her window and said “they are throwing guitars”. Sure enough, Dave’s Taylor guitar was damaged. For over a year, he tried to get United to reimburse him for the $1200 it took to repair his treasured guitar. His last offer was getting $1200 in vouchers. United refused and said the issue was closed. Mr. Carroll said he had a Michael Moore moment and decided to do what musicians do – sing about it – along with a video. His band had fun helping him. He posted the video to YouTube and went to bed with 6 hits. In the morning he had over 1,000 emails in his inbox and 15,000 hits. In three days it was up to 50,000 views and United Airlines called him. They offered to pay his guitar bill if he would take the video off YouTube. He declined. In 6 days, he had over 1 million views and news channels like CNN and CBS were carrying his story. Today, his video has been viewed over 9 million times. Don’t ignore your customers!
  • Kevin – would you speak to this by chance? Do you have samplesTools like HootSuite,Tweetdeck and Google Alerts make listening easy.
  • Reward your loyal fans/followers with ‘Social-Only’ exclusives. Here are samples where venues are providing special promotion codes for ticket discounts via Facebook. Hopefully you are all rewarding your followers. But don’t just use discounts. They love behind the scenes information and “Insiders only” content. Show photos backstage or in the locker room before a game.  
  • #5. Leverage your social media sites with linking. Remember, you want to make things viral so they are easily shared. Make sure your Facebook and Twitter pages are shown on any digital communications you send. Think about your email campaigns, banner ads, and website. These should all carry links to your social media channels. What’s on your email signature?
  • Have a response plan for your social media efforts. What happens if someone posts something negative. How will your organization react. You should have a plan in place.
  • Matt to present
  • CMO magazine polled their executives on social media results for 2010. I put a line dividing the pie. The One way to read the results is to observe (on the right side of the line) that fully half of the respondents believe that they know how to measure success in such campaigns – (and on the left of the line) nearly twice the percentage of people who come right out and admit that they do not know. The same percentage said that their social media programs met expectations last year as pleaded innocence of all metric rigor.
  • And remember . . .
  • What’s my advice for 2011? Remember this is the Age to Engage.At the end of the day you must have compelling content and healthy stream of it. Content is not King, Conversation around content is King. Content starts the conversation. So marketing departments of brands begin to feel more like a media company. If you’re not remarkable – you’re invisible.