The house of social media v.public

•  Loyola University B.A. •  Worked at MGH •  Built department in The Cyphers Agency to

harness social media for clients. •  Founded Social Fulcrum in 2010. •  Worked on campaigns for Microsoft, Bayer,

Texas Instruments, The National Aquarium, Strayer University, Ocean City, etc.

•  Babson MBA

?

1

A"en%on  

Interest  

Desire  

Ac%on  h"p://bit.ly/15W11xv  

2

What are you looking for? •  Brand Sentiment •  Influencers •  Communities •  Hot-Button Topics •  Media aligned with target audience •  Competition

What tools can you use?

Deliverable Example: Simple Report Number of Mentions Found: 49 Average Number of Twitter Followers For These Users: 238 Range of Twitter Followers For These Users: 0-2,045

Deliverable Example: In-Depth Report

3

“Brand Assets” •  Content – written, images, video, audio Blog posts, speaking

events, presentations, how-to videos, etc. •  People – Expertise, Departments e.g. customer service

•  Tools – Online tools e.g. body fat calculator

•  Data – Database e.g. NCC recipe database

*  Not  a  trick  ques%on  

3

Exercise •  Get with your groups •  Choose a company •  Try to think of 3 “materials” or pieces of

content or “brand assets” for that company

4

Management

Measurement

Growth

Comprehensive Monitoring Tools

Expensive  Affordable  

Effec%ve  +  Intui%ve  

Less  Effec%ve,  Less  Intui%ve  

5

•  Shareable content •  Facebook advertising •  Product shareability •  Influencer Outreach / Partnerships

Jan. 2013: <100 Fans

Shareable Content

Shareable Content

Give people a reason to pay attention. When they see your content, people need to say: “I want more of that type of information”

Partnerships

6

The “Fun Stuff” •  Contests •  Microsites •  Integration with traditional campaigns •  Ambassador/evangelist programs

Thank  You  

[email protected]

Addendum: A Note on Content •  Examples: – Visual portrayals of information – “Insider” knowledge – Complementary partnerships

•  Each piece of content can be distributed multiple ways

•  For more information, search “content marketing strategy”