INgage Networks: Value of Social Media

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Social media has the ability to save companies lots of money through enhancing traditional and online campaigns. INgage Networks‘ Corporate Communications Manager Kathy Saenz explained how her company saved $270K in expenses via social media. They had previously paid $250K annually for an external PR agency, and $20K in events budgeting for venue, traveling and promotions expenses. They saved all of that money by bringing their PR in-house and focusing on social media. Instead of running large events at expensive venues, they now run webinars. Of their latest webinar, Saenz said, “It was a targeted B2B audience we wanted to reach; [we] broke record attendance numbers. We didn’t have to pay for anything as a result. Great exposure and big money saved.”

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During my final quarter at the MIT Sloan School of Management, I conducted an independent study about social entrepreneurship in the education sector, primarily focused on current players and existing opportunities in the space. I collaborated with education non-profit Noble Impact to determine how the high school education system might be transformed by greater involvement from communities and businesses. My research entailed three stages: Internet research, phone and in-person interviews with key players at non-profits and businesses, and creation of a final report, which you’ll find attached to this email. My research was focused on four questions: - How are high school students currently engaged in career development? - Which businesses are most engaged in K-12 education? How and why? - What scalable opportunities exist to solve the skills gap between the classroom and workforce? - What should I do after MIT Sloan to have the greatest impact in education? The final report covers my key findings for the first two questions – insights were pulled from interviews with recruiters, students, non-profit leaders, and corporate giving professionals. The report also covers potential opportunities that Noble Impact or other organizations could implement to improve career-oriented programming offered to high school students. Lastly, the report gives a very brief insight into where my head’s at for post-Sloan plans. INSPIRATION FOR THIS PROJECT I was inspired to conduct this project for two key reasons: Education has been a life-changer for me, and Noble Impact’s work inspired me to think harder about how I could contribute to improving education in America. As a first-generation college (and graduate) student, I’ve observed and relished in the difference furthering my education has made in my life, as compared with the trajectories of my siblings, cousins, and elders. Education not only pulled me out of poverty, but it also opened my mind to the many ways in which I could l contribute to the world. Last year, I was invited to judge Noble Impact’s Arkansas High School Startup Weekend, and I was amazed by what the students were capable of producing: Full product prototypes, pitch presentations, and compelling arguments for why their business ideas were important. At the time, I didn’t consider how I might contribute to their experience beyond my duty as a judge, but as my second year of Sloan began to wrap up, I reflected upon my two years in business school and realized that my time in Little Rock with those motivated, talented students was the most inspiring time of my MBA. After starting a dialogue with Noble Impact CEO Eric Wilson, I decided I couldn’t end my semester without a deep dive into the education world. And thus, this project was born.

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For our semester-long project in Entrepreneurship Lab at MIT Sloan, three groupmates and I consulted with group social networking app weCliq to help them understand key issues that exist within the realm of group socialization and which market(s) experience the biggest "pain point" when it comes to meeting new people. When weCliq came to us, it was targeting college students via is "group selfie" photo-sharing app. We conducted customer discovery interviews with college students to determine that socialization wasn't actually a huge problem for that market, given the ample on-campus opportunities students have for meeting new people. We expanded our interview to include young professionals and found that this group had more of a challenge with socializing, since they weren't co-located with people of their age, spent more time working and enjoying hobbies, and - more often than college students - had relocated to a new city after school. Since weCliq's app is based on the assumption that people want to socialize via these "group selfie" photos, we also tested that assumption in our interviews. Finding that interviewees were shy to share their opinions about "selfies" and "groupies" (group selfies), we conducted an extensive Facebook data study, in which we analyzed the 50 most recent photos that 60+ users were tagged in, determining what settings these photos were taken within, what type of photos they were (group candid, group staged, individual, groupie, selfie, etc.), and what the key demographic traits of the user tagged were. The findings of our two methods - customer discovery interviews and data analysis - can be found within this presentation, which we shared with weCliq's team and our class of peers to kick off a discussion of potential strategies that build upon our findings. This project was conducted by Christina Chen (MIT Sloan, M.B.A., 2016), Shambhu Koriala (MIT, B.S. Management Science, 2014), Simone Liano (Wellesley College, B.S. Neuroscience and Economics, 2017) and Erica Swallow (MIT Sloan, M.B.A., 2015).

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This report is a final project for the Harvard Business School course, Launching Technology Ventures (LTV), taught by Professor Jeffrey Bussgang. This project presented an opportunity for teammate Scott Jacobsen, a cross-registrant from the Harvard Kennedy School of Government, to collaborate with MIT Sloan School of Management cross-registrant Erica Swallow to research customer interest in his startup idea: A platform for political candidates to promote and raise funds for their campaigns while engaging voters with fresh and educational content about their campaign priorities and goals. Scott’s background in politics -- as a campaign staffer for competitive U.S. Senate races and a veteran of a national advocacy group in Washington, D.C. -- set him up with a network and mindset to tackle the abyss of civic engagement, specifically at the Congressional level, which Americans seem to have particularly dismal opinions of: Congress currently stands at a 15% approval rating and the 2014 midterm election registered the lowest voter turnout in over 70 years. With the lessons of LTV, Scott’s political savvy, and Erica’s experience in community management, startup marketing, and product design, the team set out on a mission to understand the platform’s potential user base and validate/invalidate current assumptions about that demographic’s top concerns and needs in regards to political engagement platforms. The report details the team's analysis, process, and key findings.

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At the 2013 StartupBus Accelerate unconference, I spoke very specifically about how to craft an startup email pitch, focusing on my three-sentence formula for getting a journalist's attention. As a tech journalist myself, I receive thousands of startup pitches annually. My advice is based on that personal experience of seeing only a handful of great pitches among a ton of horrible ones. Here's a look at how to pitch with concision and effectiveness.

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A Pitch MVP enables a startup founder to engage with his or her target audience to see if they're willing to invest in the startup idea through the exchange of currency. Addressing a room of budding entrepreneurs at a Lean Startup Machine Boston workshop, I spoke about the various types of Pitch MVPs, how to present them to potential customers, and what qualifies as valid "currency." This presentation was given on September 23, 2013.

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The social web is democratizing entrepreneurship. Entrepreneurship is on the rise, and social networks are helping entrepreneurs do everything needed to get their businesses going, from ideating, finding a co-founder, and hiring, to finding investors, managing stakeholders, getting press, and getting much-needed advice. During April 2013, I spoke with a group of NYU Stern students about the growing social networks for entrepreneurs. Thank you, Professor Arun Sundararajan for inviting me to speak with your "Networks, Crowds and Markets" class!

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The Hispanic market is the fastest-growing demographic in the U.S. and also the most mobile and social media savvy in the country. It's no wonder that big brands have made it a priority to reach Hispanic communities in America. In this presentation, attendees will learn about big brands that are effectively reaching Hispanic communities with innovative and technology-focused campaigns. This presentation was presented on June 13, 2012 at the Social Media Strategies Summit in Miami. For more details: http://socialmediastrategiessummit.com/miami-2012/agenda.html

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Foursquare’s launch in 2009 set the stage for the mobilization of loyalty programs. While punch cards and scan cards still reign in use, digital loyalty programs are popping up in a number of industries. In this presentation, attendees will learn about mobile apps that can help mobilize their businesses’ loyalty programs. This presentation was given in May 2012 at the Mobile Marketing Strategies Summit in San Francisco: http://mobilemarketingstrategiessummit.com/san-francisco2012/agenda.html.

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This presentation was part of a webinar I gave as part of Mediabistro’s Social Media 101 interactive workshop on how to get started with social media. The session, entitled "How To Use LinkedIn to Build Your Network," went over the basic of using the the platform for building a professional and personal network. Full session details: LinkedIn is the major social media platform used for professional networking, job search, and lead generation. Find out how to create a LinkedIn page that is rich with keywords and will serve your business and professional goals. Check out the Social Media 101 agenda here: http://www.mediabistro.com/socialmedia101/program.asp

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Launched by Google in 2011, Google+ is the latest social networking tool on the block. Businesses of all types, but especially those in the consumer goods market, are giving the platform a try. In this presentation, attendees will discover the pros and cons of using Google+ from a business point of view, while also learning about how other brands are using the platform. This presentation was giving at the Social Media Strategies Conference in Chicago in April 2012.

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Learn how to pitch your little startup heart out and actually get somewhere with the media peeps! Join tech journalist Erica Swallow for an overview of how to interact with tech media as a startup. You'll learn the basics of PR for startups, including how to engage and build relationships with the media, how to craft a press release, top tips for writing an awesome email pitch, what "exclusive" and "embargo" mean, which assets are useful for journalists and what not to do. This class will also include a number of case studies from recent pitches that Erica has received. She will show you a behind-the-scenes look at how she was pitched and where each pitch led. Of course, questions are welcome, so bring your queries and a notebook for taking down your top learnings! Learn more about Erica's class on Skillshare: http://www.skillshare.com/PR-for-Startups/2036846353

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As social platforms advance and users adopt new networking and sharing habits based on evolving needs and desires, brands continue to push the envelope in introducing interactive social campaigns using these ever-evolving technologies. Some of the most innovative brands have already begun to experiment with lesser known social platforms to cater to targeted audiences and test the grounds with new types of advertising models. Many of these campaigns are pure trial-and-error efforts to see what works and what doesn’t works, and there certainly aren’t any one-size-fits-all solutions out there. At the Social Marketers Summit in Prague, I recently spoke on 10 of the most intriguing, but lesser known, location-based, Q&A, press and microblogging social platforms out there and how more businesses can start using them.

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This presentation on "6 Social Media Tips for Traditional Media" was presented by Erica Swallow on Friday, June 25, 2010 at Social Media Brasil (http://www.socialmediabrasil.com.br/), the largest social media conference in Brazil. The presentation cover six tips that online publishers should consider when implementing a new social media strategy or improving upon an existing strategy. Questions? Find Erica on Twitter at http://twitter.com/ericaswallow.

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Income statement definition An income statement is a financial statement that reports a company's financial performance over a specific accounting period. It is one of the three important financial statements used for reporting a company’s financial performance, the other two being the balance sheet and the cash flow statement. The income statement focuses on the revenue, and expenses reported by a company during a particular period. It provides valuable insights into a company’s operations, the efficiency of its management, underperforming sectors, and its performance relative to industry peers. The income statement is also known as the profit and loss (P&L) statement or the statement of revenue and expense. It starts with the details of sales and then works down to compute net income and eventually earnings per share (EPS). The income statement does not differentiate between cash and non-cash receipts (sales in cash vs. sales on credit) or cash vs. non-cash payments/disbursements (purchases in cash vs. purchases on credit). Key income statement items Revenue is the total amount of money a company earns from its operations, usually from the sale of goods or services. For example, a car manufacturer’s revenue would be the total amount of money it earns from selling cars. Cost of Goods Sold (COGS) represents the direct costs associated with producing or delivering the goods or services sold by a company. In the auto industry, COGS would include the cost of raw materials, labor, and other expenses directly related to manufacturing vehicles. Gross Profit is calculated by subtracting the COGS from the revenue. Selling, General, and Administrative (SG&A) expenses represents the costs associated with a company's non-production activities, such as sales, marketing, and administrative functions. In the auto industry, SG&A expenses would include salaries of sales personnel, advertising expenses, rent for office spaces, and other costs related to running the business. Depreciation & Amortization: Depreciation refers to the systematic allocation of the cost of a tangible asset over its useful life. Amortization, on the other hand, is the process of spreading out the cost of an intangible asset over its useful life. In the auto industry, depreciation and amortization expenses would include the depreciation of manufacturing equipment, vehicles, and amortization of patents or trademarks. Interest Expenses represents the costs associated with borrowing money or using credit facilities. Interest expenses are incurred when a company has outstanding debt or loans. In the auto industry, interest expenses would include interest paid on loans used to finance manufacturing facilities or purchase equipment. This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com

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INgage Networks: Value of Social Media

1. Measuring the Value of Social Media INgage Networks Annual Impact to Bottom-line = $1 Million $500K BUSINESS OVERVIEW $270K revenue INgage Networks is an award-winning savings enterprise social software provider that leverages consumer social networks, as well as its own enterprise software, to enhance: Mobile Marketing Business Development Business Development Talent Acquisition Public Relations + Brand Awareness Lead generation: two Fortune 1000 companies and an Proves more effective than contracting an external PR agency. independent agency of the U.S. government that supports all Public Relations + Brand Awareness Savings = $250K/year federal agencies. Potential revenue = $500K Employee Communications Spurs joint webinar opportunity with 2,500 attendees. Promotes efficient use of business meetings in New York City, Product Development Savings = $20K reduces travel costs. Estimated savings = $5K Increases viral opportunities for company videos and content.  $200K  new ideas savings efficiency White Label Social Network White Label Social Network Mobile Marketing Mobile Marketing Product Development Talent Acquisition Employee Communications Generates new ideas on enhancing products and positioning Reduces cost and staff time spent in recruitment and selection Reduces volume of internal emails; increases efficiency to serve particular industry segments. process. Eliminates 1 FTE = $100K annual cost savings. through real-time communication. Reduces recruitment advertising costs and agency fees. Disseminates disaster planning and recovery information Savings = $100K quickly. Updates VIP Career Club members on job postings c 2009 INgage Networks. All rights reserved. Contact an expert today: 1.866.591.6837 INgage Networks, formerly known as Neighborhood America. www.ingagenetworks.com

INgage Networks: Value of Social Media

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