Part 2 of the City of Zeeland/Zeeland Chamber of Commerce Business Academy. Focused on Social Media integration in marketing and communication plans, how to measure ROI, metrics, potential pitfalls and social media faux pas.

1. Social Media 201
ZCC/COZ
Howard Miller Public Library
Thursday, February 24, 2011

2. Who am I?
Jason Kehrer
Husband.
Father-to-be.
Storyteller.
Lifelong learner.
Technophile.

3. What is TIG?
The Image Group
Creative.
Strategic.
People.
Integration.
Communication.
Cultural Imapct.

4. Social media?
Lots oʼpeople...
talking to each other about
you, your brand, services,
products, needs, desires,
hopes, dreams, their pets, and
also some nonsense.

5. Social Media.
Style of communication.
Tools + networks.
Twitter, Facebook, LBS, blogs.

6. Social Media.
Short bursts.
Constant stream, regularity.
User-generated.
Commenting + listening.
Sharing.

7. “You canʼt just say it. You
have to get the people to
say it to each other.”
- James Farley
CMO, Ford

8. “The old media paradigm was pay to
play. Now you get back what you
authentically put in. Youʼve got to
be willing to play to play.”
- Alex Bogusky

9. Faux pas.

10. Faux pas.
Kenneth Cole's Egypt Tweet Offends Just About Everyone on Twitter

11. Faux pas.

12. Faux pas.

13. 0
Faux pas.
, 0 0
270

14. Faux pas.

15. Faux pas.

16. Location-Based Services.

17. Location-Based Services.

18. Location-based.
“Own” your location.
Specials.
Find your regulars.
Connect with other
businesses.
See whoʼs busy.

19. ROI.
Itʼs working if you
are selling more
stuff...sort of.

20. ROI.
One metric of many. Layer them
together.
Not just numbers, impressions,
friends or followers.
Insight.
Multiple touchpoints.
Loyal customer base

21. ROI.
Brand
ambassadors
telling your story.

22. ROI.
Engagement.
Trust.
Insight.
Involvement.

23. Benefits.
Personality + brand essence.
Direct connect to customers.
Social search.
SEO.

24. Metrics.
Twitter: @mentions, retweets,
diversity, new followers (Klout) (Topsy)
Blogs: visits, length of stay, repeat
visits, RSS subscribers, referrals
(Google Analytics)
Facebook: interactions,
demographics, post quality, etc.
(Facebook Insights)

25. Big mistakes.
Not listening, responding, engaging.
Quick over-reactions.
Not reciprocating.
Fakeity-fake-fake.
Forgetting about the handholds.
Only worrying about numbers.
You snooze, you lose.

26. Marketing & Comm Plan
Considerations.
Pick the right tools to tell your story.
Who are you talking to?
Who is doing the talking?
Are you listening?
Whatʼs the voice and personality of
the organization?

27. Setting a strategy.
1. Observe + report.
2. Set the stage.
3. Socialize media.
4. Find a voice...and a purpose.
5. Words -> Actions. (Brian Solis/Mashable)

28. Setting a strategy.
6. Humanize the brand!
7. Community.
8. Revise + Adapt...or die.
9. Social Biz Process (CRM)
10. Metrics

29. Policies.

30. Social media.
No other tool like it
to tell your story +
showcase your
personality.

31. Upcoming
events.
April Tech Lunch - Productivity
Apps
Thursday, April 14, 11:30a
hollandchamber.org

32. Upcoming Macatawa
events.
TEDxMacatawa Planning
Friday, February 25, 11:45a
TIG
TEDxMacatawa Event
Thursday, September 15
Knickerbocker

33. Contact.
@jasonkehrer
jason.kehrer@imagegroup.com
@imagegroup
www.imagegroup.com