Social Media Boot Camp Series Module 4 Measurement, Hyper-Local Marketing, and Campaigns

1. Social Media Boot Camp Series
Module 4
Measurement, Hyper-Local
Marketing, and Campaigns
With Shane Gibson @shanegibson

2. Types of ROI
6.Differentiation
1. Reputation
2. Risk Reduction
7.Brand Association
3. Client Retention
8.PR & Exposure
4. Efficiency 9.Immediate Revenue
5. Business Intelligence 10.Long-Term Revenue

3. ROI Continued
16.Staff Capacity
Building
11. Supplier Capacity
Building 17.Network Growth
12. Perception Shifting
18.Opportunity
Creation
13. More & Better Recruits
14. Innovation 19.Job Satisfaction
15. Client Education 20.Trust Building

4. Measurement
• Google Analytics
• Hootsuite
• Klout
• Tweetreach
• Viralheat

5. Hootsuite Analytics

8. Viral Heat

9. It’s about
listening!

10. Business Intelligence
• Search.Twitter.com
• Google Alerts
• LinkedIn Groups, Questions & Network
• Linkedin Signal
• Blogsearch.Google.com
• Customer/Community blogs and social networks
• Competitor/Industry news, blogs, and social
networks

11. Blog.suggestionbox.com

12. Real-Time Feedback

14. Score Keeping?

15. Stakeholder Spotting

18. Tweets tell the future
• Computer scientists studied 3 million tweets
• 25 movies (including Avatar)
• Tweet frequency could be used to accurately
predict the box office takings
• Content of the messages predict ongoing success.
• "Our predictions were incredibly close," Bernardo
Huberman, head of the social computing lab at HP

19. Can we just not do it?

28. Get in the game

29. Campaigns/Events

31. “After accruing the initial 120 participants and an
additional 144 engaged influencers, the word of mouth
power kicked in, as those individuals, proud to have
“earned” such special treatment, generated more than
4,600 tweets about the new route. This, in turn, led to
more than 7.4 million impressions and coverage in
top blogs and news outlets like the L.A. Times and
CNN Money. And all it took was making those
original 120 participants feel special.”
Porter Gale – VP Marketing, Virgin

33. Finding Influencers
• Local Niche Bloggers
• Journalists
• Meetup.com Organizers
• Back-links to local competitor or topic
specific sites
• Use Twellow and Klout

34. Twellow.com

35. Pepsi Cultural Calendars
• Demographic’s entertainment events
• Community events
• Significant milestones
• Own a #tag in your community

36. Launch Plan
1. Identify Your Goal
2. Identify Your Target Audience and your Nanomarkets
3. Pick the Right Platforms
4. Map out Social Etiquette and Policy
5. Implement Listening and Engagement Strategy
6. Know Core Pains, Dreams, and Goals
7. Uniquely Communicate Solutions Mixing Marketing and
Community

37. Ford Social Media Policy
Rules for Ford Social Media Engagement
At Ford Motor Company, our social media strategy involves connecting our consumers with our employees in the digital space
whenever possible, and providing value to them in the process. As a result, we have specific rules for online engagement, which,
amongst other variables, involves abiding by the Word of Mouth Marketing Association’s Code of Ethics.
Ford will:
Always request that our social media influencers be transparent and disclose their relationship, as well as anything they’ve received
as a result of that relationship with Ford
Insist on honesty of opinion. We want both positive and negative reviews of our vehicles
Offer influencers engaging experiences that are worth talking about. We won’t be cutting and pasting press releases into e-mails in
hopes someone will post them
Always carefully target our outreach to ensure that we aren’t “spamming” anyone with unwanted messages
Listen carefully to suggestions and concerns
Compensate influencers for consulting or other duties they do for Ford. This compensation will solely be for their time as an
advisor and will not include an expectation that they will write about the project – favorably or unfavorably
Apologize quickly for any mistakes we make. No one is perfect and we are sure that we will make a misstep in our efforts to
engage with the social web, but we will be sure to learn from our mistakes
Share this policy with all influencers we work with
Source: TheFordStory.com

40. Resources
Training site:
http://socializedacademy.com/fordtrainingsk
Social Media Podcast:
http://closingbigger.net
Socialized:
http://socialized.me