Ensure the security of your HCL environment by applying the Zero Trust princi...
Strategize or Die! How to Build a Social Media Strategy and Why
1. Presented by: AJ Gerritson “ How to Build a Social Media Strategy… And Why!”
2. 7% Who Is 451 Marketing? Founded in February, 2004 Located on School Street in Boston A collaboration of 15 industry veterans committed to being best-of-breed social media, public relations, and creative specialists Clients include Allstate, Westin Hotels, Commonwealth of Massachusetts. Recently launched the MassItsAllHere.com website for the Commonwealth of Massachusetts.
6. Major corporations are using the tools to stay in touch with their vocal customers. Social Networking Collaborative Tools YouTube, Flicker Blogs
7. 300,000,000 users (that’s 300 million!) 10 million “fans” sign up to commercial “brand pages” every day.
8. Perez Hilton a.k.a. Mario Lavanderia 2004 Launched a celebrity gossip website Average 24 - 45 posts per day Earns $111,000 per month in ad sales alone.
9. Heather Armstrong Forbes Magazine - “Most Influential Women in Media” 2009 Made famous for her website www.dooce.com National Advertisers
10. New research found that companies with the highest levels of social media activity on average increased revenues by 18% in the last 12 months, while the least active saw sales drop 6% over that period. Source - Wetpaint & Altimeter Group
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12. GOAL: Employee Retention and Recruitment TACTICS: Microblogs, Wikis, Podcasts HELPED TO: Extend Communications, Deliver Trainings Globally, Employee Engagement, Perform Jobs More Effectively
13. GOAL: Develop Customer Service-Centered Brand TACTICS: Twitter HELPED TO: Deliver Swift Customer Service, Engage Customers, Humanize Brand
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16. How Long is Your Content Effective? 3, 6, 9 months? 1 minute, 1 day, 1 week?
17. Resources needed to run a campaign effectively Reputation Management Content Research Technologist Content Development Strategist Day to Day Management Practitioner of Social Media Coordination Of all corporate activities Measurement Design Skills
31. Step 6 – Establish a protocol 1. What information do we want to keep private? 2. What kinds of information would we benefit from making public? 3. What personal social media use is appropriate? Inappropriate? 4. How will we measure which rules are helpful and which are not? 5. Who are our quality followers? How can we continually engage them? 6. How can we consistently send our messages? 7. Should we have a set of rules for proactive social media use? Reactive social media use? 8. How do we respond to positive engagement versus negative engagement?
37. Results • 65% Increase in monthly traffic from Google • LinkedIn Groups have become a tremendous applicant and lead source • Over 100k PR impressions • USP “Recruiting 2.0”
38. Pre-campaign monthly site traffic = 3,486 Last month’s site traffic = 15,910! (a 500% increase in traffic)