Using Social Media Technology to Drive Measurable Business Value

1. This video received 540,603 views on YouTube. (And has generated just about nothing tangible for its creator).

2. Using Social Media Technology to Drive Measurable Business Value “ For me, transparency is a competitive weapon." ~ Sun COO Jonathan Schwartz on why he blogs Presented by: Jason Voiovich Ecra Creative Group 651.209.2778 or [email_address]

8. Feedback: Analytics Loop Content Enabler Social Media

9. “Give it a chance.” HealthcareScoop.com now boasts 1241 stories. (And a meaningful revenue generator and positioning tool for Consumer Aware, but it took 12 months.)

11. excelcycle Content Layer Content Enabler Social Media Finished Cycles Complete specifications (from the mfg) Excel's "take" (not just the mfg's) Mfg photos Excel's own photos Video of the cycle in use

12. excelcycle Content Layer Content Enabler Social Media Parts, Clothing & Accessories Complete specifications (from the mfg) Excel's "take" (not just the mfg's) Mfg photos Excel's own photos Video of the cycle in use

13. excelcycle Content Layer Content Enabler Social Media Service Appointments Details and packages Before/After photos Videos of maintenance in action Training videos (DIY crowd); build vision of expertise

14. excelcycle Content Layer Content Enabler Social Media Community Invest their own time in "rides" and "lifestyle" activities Cycling advice and commentary (written) Training courses

15. excelcycle Enabling Layer Content Enabler Social Media Enabling Technology Online store (tied into their store's sales and ERP system) eBay store Email distribution and tracking system Scheduling software

16. excelcycle Social Media Layer Content Enabler Social Media Social Media YouTube (videos) Flickr (photos) Google Ads, etc Blog Facebook group and page Google Calendar

17. excelcycle Feedback Loop Content Enabler Social Media Feedback Loop: What to measure? YouTube viewers: Clicks to product or service featured Flickr viewers: Clicks to product or service featured Facebook: Activity level in community, number of riders who show up at events Track backs through blog, Facebook, YouTube, etc to their store or the eBay store Email clickthroughs to site, store

19. Jason Voiovich Content Layer Content Enabler Social Media Goal: Demonstrate Expertise State of the Brand brand Written content Audio content/version Weekly schedule

20. Jason Voiovich Enabling Layer Content Enabler Social Media Enabling Technology Email distribution Online blog (as a repository of content) iTunes (for podcasts)

21. Jason Voiovich Social Media Layer Content Enabler Social Media Social Media Blog Catalog, Technorati, Blog Carnivals Pull-In to Facebook page ( personal network) Pull-In to LinkedIn page ( professional network) Twin Cities Business (syndication)

22. Jason Voiovich Feedback Loop Content Enabler Social Media Feedback Loop: What to measure? Overall number of recipients Email views, new viewers, click-through, subscriptions Direct phone calls or inquiries Comments (any media) iTunes subscriptions Success of ‘re-warming’ efforts Speaking opportunities Non-referral chain awareness

25. Comp Intel Enabling Layer Content Enabler Social Media Enabling Technology You need a central place to collect information from multiple sources.

26. Comp Intel Social Media Layer Content Enabler Social Media Where do you get data? RSS feeds on new posts and comments from guitar blogs Pricing updates from eBay store, Best Buy, Guitar Center Facebook guitar groups (free to join) “ Test posts” (to gauge reaction to an idea anonymously)

27. Comp Intel Feedback Loop Content Enabler Social Media Feedback Loop: What to measure? Content analysis of blog posts, comments, and ratings (provide good feedback for product development) Response to our own “test marketing” in the social media community (using established sources) Pricing patterns on eBay stores (“to the moment” pricing information)