April 26th 2013, Lina Arseneault
Northern California Business Marketing Association – PR Roundtable
Apply pilates principles to strengthen your social core
Norca lbma pr roundtable april 26 2013_lina_arseneault
1. APPLY PILATES PRINCIPLES TO
STRENGTHEN YOUR SOCIAL CORE
April 26th 2013, Lina Arseneault
Northern California Business Marketing Association – PR Roundtable
4. Session Objectives
• In this session, through the use of case
studies, we examine how you can apply
the principles of Pilates to strengthen
your social CORE.
• From beginner to advanced practitioner,
you‟ll learn social conditioning routines
that help build flexibility, strength and
endurance.
5. Digital and Social Interaction
• Forrester Research recommends that you
focus on strengthening your CORE
–Customize,
–Optimize,
–Respond, and
–Empower
Source: The Future of Interactive Marketing, Forrester Research, Shar VanBoskirk and Emily Riley
6. Championing the CORE
Directives
• Help your firm or clients adapt to
the new customer and technology
disruptions of the exploding
social era
Level of Maturity
http://www.slideshare.net/Briancrotty/forrester-future-of-interactive-marketing-april-2011
9. Social Media
Specialist with a
digital background
Social Media Field
Marketing Bias
Integrated Social
Media Specialist
Social Media
Specialist with a
SEO background
Social Media
Specialist with an
advertising
background
Social Media
Specialist with a
communications
background
Social Media
Specialist with a
direct marketing
background
Native Social Media
Specialist
Communications Bias
Digital
bias
12. 12
You have two ears and one mouth
You should listen twice as much
as you speak
13. Monday, February 4th 2012
http://www.informationweek.com/authors/Kurt-Marko
Social Listening
• On February 4th, Airtight social
noticed that a reporter from
Information Week had reach out to
Devin Akin of Aerohive
• In a tweet, the reporter asked
Devin if he could suggest a Wi-Fi
industry expert for an upcoming Wi-
Fi article
• Devin suggested Andrew von Nagy
(also of Aerohive aka
“revolutionwifi”)
• Having taken notice of this
tweet, AirTight contacted the
reporter directly (email and
telephone) and proposed an
interview with AirTight expert
• The interview is took place on
February 8th 2013
– Including product demo
14. • “In fact, as Kaustubh Phanse, Chief
Evangelist at AirTight Networks, an innovator
in WIPS technology, argues, WIPS can
complement MDM. He points out that MDM
doesn't provide visibility to, nor control over,
the devices actually accessing your network.
WIPS can enforce network access policies
and can automatically direct unregistered
users through a captive portal to download
any necessary MDM agents or software before
gaining unfettered network access.“
• Includes many other AirTight mentions
Read the full article:
http://www.networkcomputing.com/security/byod-security-do-you-really-need-
mdm/240150487
Creating @AirTight Awareness
• Monitor article for comments
• Respond as required
18. • If a tweet falls in a forest and no one
is around to share it, does it make a
sound?
• http://learn.meltwater.com/index.php/email/emailWebview?mkt_tok=3RkMMJWWfF9wsRohuanKZKXonjHpfsX67%2BwkWqa2lMI%2F0ER3fOvrPUfGjI4FTcZlI%2FqLAzICFpZo2FFVH%2ByBa4FU%2F%2Bc%3D
Transition From Doing Social
To Being Social
28. Employee HERO Spotlight
Appropriate sense of humor
On the Go: Twitter for iPhone
Good timing (in the moment)
Positive tone for Airtight
• DM = private „direct message‟ between Simon and
sender, not public domain
• To send a DM, you first have to follow that person
• If someone chooses to DM Simon, they will first have
“opted-in” to “follow” him
• Simon builds his following and engagement level
31. Modell‟s Sporting Goods –
#WirelessWednesday
• Modell‟s (2,619) + New York City Daily (116,417) + Airtight
(1,246) = 120,282 follower reach
• Variation on Stuart‟s tweet to include URL to New York Daily
feature story about the UndercoverBoss TV episode
37. A CORE Few References
• The Evolution of Social Business: Six Stages of Social Media
Transformation
– http://www.altimetergroup.com/research/reports/evolution-social-
business
• The Social Media ROI Cookbook: Six Ingredients Top brands Use To
Measure the Revenue Impact of Social Media
– http://www.altimetergroup.com/research/reports/the-social-media-roi-
cookbook
• Social media marketing reaches maturity
– http://www.btobonline.com/apps/pbcs.dll/article?AID=/20130304/SOCI
AL06/303049943/0/SEARCH
• The Top 50 Social Media Power Influencers of 2013. (via @Forbes) |
http://t.co/VmhiMOrRBw
38. • Lina is Senior Director of Digital Marketing and Social Communications at
AirTight Networks
– lina@airtightnetworks.com
• Twitter: @LinaArseneault
• Linkedin: www.linkedin.com/in/linaarseneault
• Blog: www.cafelina.me
• Pinterest: http://pinterest.com/linaarseneault/
• SlideShare http://www.slideshare.net/Lina_Arseneault
• AirTight Blog:
– Book Review: The Retail Revival: Re-Imagining Business for the New Age of
Consumerism
– http://blog.airtightnetworks.com/book-review-the-retail-revival-re-imagining-
business-for-the-new-age-of-consumerism/
– To shop or not to shop, in-store Wi-Fi is the answer to that question
– http://blog.airtightnetworks.com/to-shop-or-not-to-shop-in-store-wi-fi-is-the-
answer-to-that-question/