Building a Profitable Social Media Practice

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Presentation by Danielle Wiley at the 2010 Mirren New Business Conference.

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Building a Profitable Social Media Practice Danielle Wiley, SVP, Edelman Digital

2 “YOU CAN ALWAYS TELL THE PIONEERS FROM THE ARROWS IN THEIR BACKS”-UNKNOWN This is a product

3 ABOUT EDELMAN AND EDELMAN DIGITAL This is a product

Edelman By The Numbers #1 #1 #1 #1 Largest Independent PR Agency Agency of the Decade Holmes Report Large Agency of the Year PR Week PR Agency of the Decade Ad Age 52 200 50+ 3,200 Former Journalists and Bloggers on Staff Offices Around the Globe People Worldwide Years of Family Ownership 4

5 One of the First Agencies to Engage in Social Media ONE OF THE FIRST AGENCIES TO ENGAGE IN SOCIAL MEDIA

6 Our Teams Are Integrated CREATIVE TECHNOLOGY STRATEGY

8 Our Partners Are Innovative and Nimble

11 IT Marketing “social media” touches all of these

12 WHAT OUR CLIENTS ARE BUYING This is a product

13 HUMAN BEINGS HAVE ALWAYS BEEN SOCIAL. MEDIA HAS CAUGHT UP. Social Network Management Tripling the fan base in 6 months through ongoing engagement

18 WHAT IT TAKES TO SUCCEED IN SOCIAL MEDIA /MARKETING This is a product

19 New Training Source:EdelmanBelt System

20 New Culture OPEN Connecting internal and external ecosystems/communities for mutual gain COLLABORATIVE Freely sharing information and knowledge internally CLOSED Silos, rigidity & information hoarding

23 Listen First, Refine And Never Stop • Sentiment• Topics of interest, issues • Complaints, compliments, questions • Needs • Motivations • Goals • Objectives • Refine • Launch • Measure • Influence • Participation • Effectiveness • ROI • One to one • One to many • Many to many

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Insurers' journeys to build a mastery in the IoT usage

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Building a Profitable Social Media Practice

1. Building a Profitable Social Media Practice Danielle Wiley, SVP, Edelman Digital

2. 2 “YOU CAN ALWAYS TELL THE PIONEERS FROM THE ARROWS IN THEIR BACKS”-UNKNOWN This is a product

3. 3 ABOUT EDELMAN AND EDELMAN DIGITAL This is a product

4. Edelman By The Numbers #1 #1 #1 #1 Largest Independent PR Agency Agency of the Decade Holmes Report Large Agency of the Year PR Week PR Agency of the Decade Ad Age 52 200 50+ 3,200 Former Journalists and Bloggers on Staff Offices Around the Globe People Worldwide Years of Family Ownership 4

5. 5 One of the First Agencies to Engage in Social Media ONE OF THE FIRST AGENCIES TO ENGAGE IN SOCIAL MEDIA

6. 6 Our Teams Are Integrated CREATIVE TECHNOLOGY STRATEGY

7. 7 Our Staff is Engaged

8. 8 Our Partners Are Innovative and Nimble

9. 9 “A BRAND IS NOT WHAT YOU SAY IT IS. IT’S WHAT THEY SAY IT IS.”-ANONYMOUS BRAND MANAGER This is a product

10. 10

11. 11 IT Marketing “social media” touches all of these

12. 12 WHAT OUR CLIENTS ARE BUYING This is a product

13. 13 HUMAN BEINGS HAVE ALWAYS BEEN SOCIAL. MEDIA HAS CAUGHT UP. Social Network Management Tripling the fan base in 6 months through ongoing engagement

14. 14 Listening/Monitoring Programs

15. 15 Blogger Outreach

16. 16 Ambassador Programs

17. 17 Localization

18. 18 WHAT IT TAKES TO SUCCEED IN SOCIAL MEDIA /MARKETING This is a product

19. 19 New Training Source:EdelmanBelt System

20. 20 New Culture OPEN Connecting internal and external ecosystems/communities for mutual gain COLLABORATIVE Freely sharing information and knowledge internally CLOSED Silos, rigidity & information hoarding

21. 21 New Leadership Attitudes RISK = OK

22. 22 Learning To Fly

23. 23 Listen First, Refine And Never Stop • Sentiment• Topics of interest, issues • Complaints, compliments, questions • Needs • Motivations • Goals • Objectives • Refine • Launch • Measure • Influence • Participation • Effectiveness • ROI • One to one • One to many • Many to many

Building a Profitable Social Media Practice

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