Presentation from January 18, 2012, at the Rocky Mountain Innosphere in Fort Collins, Colorado. For Colorado BioScience Association.

2. THE ART OF STRATEGY:
SOCIAL MEDIA SUCCESS
Colorado Bioscience Association | January 18, 2012
Prepared by:
BURNS MARKETING COMMUNICATIONS
Rob Bean
Copyright © 2010. All rights reserved.

3. It took radio 38 years to reach 50 million users.
Television needed 13 years to reach 50 million.
The Internet did it in four years, and the iPod in three.
Facebook added 100 million users in less than nine months.
And iPhone applications hit one billion users in only nine months.
Sources: United Nations Cyberschoolbus Document, Mashable, and Apple

4. ABOUT Rob Bean
_ Senior Account Executive/Interactive Director
ME _ 14-year veteran in integrated digital communications
• Website strategy and architecture
• Applications development
• Content management
• User interface and user experience design
• Social media team lead

5. ABOUT Founded in 1972
Services:
US _ Strategy
_ Research
_ Branding
_ Advertising
_ Marketing communications
_ Direct marketing
_ Earned media
· Public relations
· Social marketing
_ Event planning
_ Interactive

6. OUR
CLIENTS

7. TODAY’S Opportunities
Strategy
AGENDA Conclusion
Questions

8. Socialnomics
Welcome to the Social Media Revolution

9. SOCIAL MEDIA The web’s most popular activity
Used to find answers to questions and establish
OPPORTUNITIES connections
_ Wikipedia for starting research
_ Digg and Delicious for articles
_ Facebook and Twitter for friends, interest groups,
brands, and customer service
_ Epinions and TripAdvisor for purchase decisions
_ LinkedIn for professional networking
_ YouTube for knowledge, entertainment, and brands
_ Blogs and forums for knowledge-sharing
_ Foursquare for location-based sharing
Enables companies to develop relationships with
customers
_ Hear what people are saying about you
_ Join the conversation
_ Extend customer service
_ Build brand love

10. THE POWER OF Social media transforms how we not only reach, but
engage with target audiences.
SOCIAL MEDIA It’s trusted.
_ 90-percent of consumers trust recommendations from
people they know. (Source: Nielsen)
_ 70-percent trust peer opinions posted online. (Source: Nielsen)
_ 14-precent trust advertisements. (Source: Marketing to the Social Web)
It’s easier than ever for you to market – or be
marketed against.
You need to be equipped for these new realities.
_ Understand the available channels and where your
audience spends time online
_ Monitor your brand to know what is being said
_ Be trained in how to speak socially
_ Consistently participate in the conversation
_ Know when to hold back or bring in an emergency plan

11. SOCIAL Know your audience
Determine which channels best fit your organization
STRATEGY and audience
Build your team
Identify relevant topics and sources
Develop a communications voice
Create a strategic plan that integrates into your
annual marketing cycle
Establish your channel presence
Drive traffic, build community, and conversation
Monitor all activity and track success metrics

12. AUDIENCE Know your audience
_ Demographics
INSIGHT •
•
Age
Gender
• Location
_ Psychographic profiles
• Interests
• Affiliations
• Lifestyle
• Attitudes
• Beliefs
• Purchasing habits
_ Market research on industry, products, and services
_ Thoughts from sales, marketing, and customer service

13. CHANNEL Determine which channels best fit your organization
and audience
INSIGHT _ Conduct audience research using channel-specific tools
• Keyword and advertising analysis
• Number of users who fit demographics
• Number of interest or affiliation groups that fit
psychographic profile
• Existing brand presence
• Competitive presence and activities
_ Keep your mind open to creative thinking
_ Collect research results in a usable document for your
organization
_ Make decisions about which channels to adopt
• Did you find an adequate number of people to talk to on
the channel?
• Are they open and accessible?
• Did you discover a new opportunity on the channel?
• What are the costs and time required?
• Which features are available?

14. TEAM Build your team
_ Social media efforts are best delivered by a team,
APPROACH allowing you to:
• Span the departments of your entire organization
• Access a greater pool of resources, ideas, and voices
from which content may be generated
• Offer customers a more robust brand experience
• Maintain the day-to-day conversation that is key to
success

15. CONTENT Identify relevant topics and sources
_ Insight and commentary on industry trends
GATHERING _ Industry-related articles, blogs, web sites, etc.
_ Product promotions
_ Events and happenings
_ Video and photo assets
_ Customer service
_ Case studies and white papers
_ Employment opportunities
_ Announcements
This content is all about you, but you need to
transform it so that it’s all about the customer.
_ Engaging
_ Value-added
_ Lovable
_ Sharable

16. VOICE Develop a communications voice
_ Coordinate your social voice – more casual and real –
DEVELOPMENT with your corporate marketing voice
_ Include three main elements:
• Fun (but relevant)
• Knowledge-based (e.g., tips, techniques, and advice)
• Marketing communications (e.g., product highlights,
releases, etc.)
_ Determine the communications ratio based on:
• Your company’s culture
• Your social media goals
• The amount of relevant content you have access to
_ Decide your communication frequency

17. SPEAKNG Be honest and transparent
Never post anonymous comments
SOCIALLY Organize your thoughts before commenting, posting,
or replying
Be short and get to the point quickly
Source any information you may reference
Be personal, yet remain true to the voice of your
company
Do not overtly promote your products or company
Demonstrate your expertise
Join the conversation. Don’t be afraid to participate,
answer questions, or comment on other comments.
Use proper grammar, punctuation, and spelling
Utilize channel specific features to your advantage
(i.e., Twitter hash tags, Facebook fan e-mails,
multimedia wall postings, etc.)

18. PLAN Create a strategic plan that integrates into your
annual marketing cycle
CREATION _ A plan establishes processes for implementing social
media strategies by helping you:
• Collect your thoughts
• Establish your messages
• Determine your overall strategy
• Coordinate with other marketing activities
• Consistently communicate and sustain the effort
_ A good communications plan will:
• Consist of a high-level plan using social media to support
traditional media strategies
• Include a tactical calendar that provides the details to help
you execute your high-level social media plan

20. CHANNEL Establish your channel presence
_ Assign administrators
DEVELOPMENT _ Collect basic assets
• Profile pictures
• Logos
• URLs
• Company information
_ Determine channel-specific features and supporting
content
_ Train your team
_ Launch internally

21. TRAFFIC Drive traffic, build community, and engage in
conversation
BUILDING _ Announce channel presence to your audience
• Corporate web site
• Newsletter
• E-mail
• Press release
• Advertising
• Events
_ Seek out targets on selected channels
• Outreach within the channel
• Organic traffic
• Paid traffic

22. CHANNEL Revisit your audience research
Target individuals, groups, pages, and their
OUTREACH administrators in an appropriate manner to invite
them to engage with you
Coordinate your efforts with other corporate brands,
partner relationships, and affiliated organizations

23. ORGANIC Facebook traffic builders
_ Monthly contests
TRAFFIC _ Posting questions from your fan base to the wall
_ Survey and polls
_ Facebook events to promote specific events
_ Interviews from industry experts, customers, and brand
evangelists – could be text-based or video
_ Communication, coordination, and wall posting to other
industry pages and groups
_ Timely direct messages to fans (Facebook e-mail)
_ Facebook applications like quizzes, games, gifts, etc.

24. ORGANIC LinkedIn traffic builders
_ Encourage employees to create LinkedIn profiles
TRAFFIC _ Engage in LinkedIn Answers
_ Recruit with LinkedIn Jobs and Talent Advantage
_ Build a Company Profile to strengthen your presence
_ Use the LinkedIn Polls tool for informal market research
_ Get clients and vendors to write recommendations that
will appear on your personal profile and theirs
_ Join or create LinkedIn Groups to network on a smaller
scale with like-minded people
_ Use LinkedIn Applications to connect your blog to your
profile, share presentations, publish reading lists, etc.

25. ORGANIC Twitter traffic builders
_ Find like minded people, follow them, and participate in
TRAFFIC the conversation
_ Monitor and respond to what people are saying about
your company/brand
_ Support customer service efforts
_ Deliver special offers, deals, coupons, sales, contests,
etc.
_ Build brand awareness by joining the conversations and
forging relationships
_ Share pertinent information – articles, blogs, links,
webinars, etc. – with your followers
_ Cover live or breaking news

26. PAID Possible advertising topics could include:
_ The launch of your social media channels
TRAFFIC _ Specific product campaign tie-ins
_ Seasonal and special product offer
_ Contest announcements
_ Awareness
Many channels offer targeted ads based on criteria
such as:
_ Location
_ Age
_ Gender
_ Keywords
_ Education
_ Workplaces
_ Relationship status
_ Languages

27. TRACKING Monitor all activity and track success
_ Channel-specific tools
SUCCESS _ Number of fans/followers
_ Comments
• Sustained conversation
• Conversation among fans
_ Referring traffic to web site or landing page
_ Ad click-throughs
_ Sales and coupon redemption
_ Customer service feedback
_ Awareness measures

28. DOs DO
_ Be willing to relinquish some control
& _ Put the emphasis on customer relationships
DON’Ts _ Remain consistent with your brand personality
_ Remember to be mindful of what you say
DON’T
_ Take a haphazard approach without strategy
_ Ignore questions and comments
_ Start something without following through
_ Blatantly market your brand
_ Lack personality
_ Only use news feeds
_ Spread yourself too thin

29. SOCIAL MEDIA Social media is enabling people to interact,
collaborate, and access information in new ways –
SUMMARY and it’s here to stay.
Organizations can engage with customers in a more
targeted, customer-centric manner than traditional
marketing allows.
Many of the channels and tools are free, but it does
take some money – and a lot of time – to do it right.
Strategy and planning are key to ensure a sustained
and successful effort.

30. SOCIAL
MEDIA

31. THE Objective
CHALLENGE
_ Create a communications channels to support the
communication of Nurse-Family Partnership success
stories and policy positioning across internal and
external channels.
Audiences
_ Nurse practitioners and agencies
_ Community advocates and policymakers
_ First-time moms (graduates and referrals)
Social media usage
_ To facilitate conversation between:
• The national organization and stakeholders
• Trade press and policymakers
_ To educate all audiences about the benefits of
implementing a successful and proven healthcare model
in a climate of results oriented spending.
_ To be a springboard for seasonal giving and awareness
campaigns.

32. THE Multi-channel strategy
SOLUTION
_ Facebook is utilized to communicate with agency
contacts, nurses and the general public.
• Helped them become the official NFP presence on
Facebook ahead of regional offices
• Delivering interesting and timely content that fans
might share with their friends
• Helping to build awareness of the organization
• Launching pad for seasonal donor campaigns
_ Twitter is utilized to talk directly to the press and policy
makers.
• Build awareness of the organization
• Share links to news and research that supports your
cause and demonstrates NFP’s acceptance within the
healthcare community
• Thank influential supporters publically and link to their
positioning statements (if they exist)
• Influence and support discussion on topics you care
about by retweeting applicable information
Communications planning & application development

33. Redesigned website

34. Facebook page

35. Twitter page

36. Flowers for Moms application

37. Flowers for Moms application

38. Flowers for Moms application

39. THE BUSINESS Mobile website development
_ Nurse-Family Partnership had an urgent need to tell
CASE FOR their story to a key stakeholder on a train.
MOBILE _ A one-time opportunity to lobby for funding.
_ Mobile website deployment and pitch from a smartphone
in just over one week.

40. THE BUSINESS Mobile website became tablet.
_ Leveraged mobile website development into a field sales
CASE FOR tool for tablets.
MOBILE

41. THE Facebook and Twitter
RESULTS
_ Channel audiences have grown steadily since the initial
creation.
_ Steady number of responses and interactions between
NPF and their audiences.
Flowers for Moms application
_ Over 10 million users in just under a month.
_ 35 thousand fans (likes)
_ 15-20 thousand daily users (sustained today).
_ Helped client win a Silver Peak Award from the American
Marketing Association.
Gifts for Dads application
_ Over 10K users in the week leading up to Fathers Day.
_ Helped with perception that the organization just serves
the first-time mom.
Donations
_ Online donations have increased due to the focus on
outreach through the social channels and through direct
appeals in the Facebook applications.

42. “It’s better to live a social media life making mistakes than living
a social media life doing nothing.”
Source: Socialnomics

43. QUESTIONS?

44. JOIN Want to see how much fun online socializing can be?
Join us on:
BURNS _ Facebook: www.burnsmarketing.com/facebook
MARKETING _ Twitter: www.twitter.com/burnsmarketing
_ Blog: www.burnsmarketing.com/blog
Have questions? Contact us today.
Rob Bean
Senior Account Executive/
Interactive Director
Burns Marketing Communications
970.776.1780
robb@burnsmarketing.com

45. GLOBAL PRODUCT
LAUNCH

46. THE Create a strategic social media communication
CHALLENGE
plan that supported the Intel® Core™ i7 Custom
Desktop Challenge
_ Reach a very specific audience of modders through
outlets to which they respond
_ Increase awareness for the launch of the Intel Core i7
and i5 processors
_ Promote immediate use of these processors
_ Generate attention and participation for the worldwide
modding contest

47. THE Utilize outlets so the target audiences can gather and
SOLUTION
spread information in a natural and comfortable way
_ Develop Facebook and Twitter pages to support the
contest web site and to reach specific audiences
_ Maintain steady communications with modders through
comments, posts, photo sharing, and more
_ Dedicate a section of the web site’s home page to
Facebook feeds, which drew audiences to the contest’s
fan page on Facebook
_ Identify top modding communities, groups, and blogs to
communicate with throughout the contest

48. Contest web site with Facebook connect fan feeds

49. Facebook and Twitter pages

50. Global product launch via www.intelcorechallenge.com

51. THE Communication efforts were amplified with the use of
RESULTS
social media
_ More than 400 people from nine different
countries registered
_ The final number of submissions doubled the
client’s expectations
_ Nearly 2,000 people voted for the People’s
Choice category
_ More than 700 people followed the contest on Facebook,
and participated in a consistent stream of banter on
the wall

52. SOCIAL
MEDIA

53. THE Create a loyalty program that rewards cardholders,
CHALLENGE
promotes adoption of a “all-in-one” card, and
generates additional business for local merchants
Reach incoming “CSU Preview” students, existing students
and CSU staff.
_ Move people from awareness of RamCard Plus card to
adoption and use
_ Generate more activity from current cardholders
_ Develop an online community that promotes activities
and participation in the “real world”
_ Help to educate students about smart spending habits

54. THE Utilize social channels to deliver messaging to the
SOLUTION
target audiences facilitating the spread of program
information in a natural and comfortable way
_ Develop a message planning document to enable the FNB team
to carry out sustainable, relevant posting to fans.
_ Develop Facebook and Twitter pages to support ongoing
communications, wall contests and offline contests to generate
a variety of experiences for cardholders
_ Create value by providing important financial information to
fans (e.g. Financial Tip Tuesday)
_ Highlight perks and other benefits of being a cardholder
_ Targeted campaigns
• Scholarship marketing
• Street team development
_ Wall posting contests
• Halloween photo tagging contest
• CSU game photo tagging contest
• Guess the score of a CSU game contest
• Create your own ice cream flavor contest
• Michael Jackson tribute concert ticket giveaway

55. Twitter and Facebook pages

56. Web banner and Facebook tagging contest

57. Email and website campaigns to support recruitment efforts

58. THE Ongoing communication efforts are being sustained
RESULTS
through the use of social media
_ A steadily growing fan base
_ Positive audience feedback
_ Increased brand awareness
_ Exposure for third-party merchants

59. SOCIAL
MEDIA

60. THE Objective
CHALLENGE
_ Create communications channel to support repositioned
AUGI Cad Camp event series
Audiences
_ Annual attendees
_ Prospective attendees
_ Sponsors and solution providers
Social media usage
_ To facilitate conversation between:
_ The national organization and attendees
_ Attendees and local event sponsors
_ To educate attendees about the AutoDesk product
roadmap
Inexpensive way to boost attendance, broaden target
audience, and build excitement into the marketing program
Common ground
_ An interest in expanding personal knowledge of AutoDesk
products for career development and productivity gains

61. THE A full rebrand of the event series to reposition it in the
SOLUTION
industry
Developed and implemented a strategic social media
communication plan
_ Integrate Facebook feed and Twitter icons into the web
site design to indicate our desire to keep in contact
beyond their first visit
_ Communicate continually to the audience on a more
personal level through Facebook and Twitter
_ Promote association value by providing relevant
information for all fans and followers regardless of
attendance
_ Combine upcoming event announcements with timely
information from regional events. This includes event
pictures, key presentation details, ongoing discussion,
special offers, etc.

62. Promotional materials

63. Web site with social integration

64. Twitter and Facebook pages

65. SOCIAL
MEDIA

66. THE Boost WaterPik’s current online presence with social
CHALLENGE
media engagement
_ Boost WaterPik’s current online presence with social
media engagement
_ Gain exposure for the company’s new EcoFlow
low-flow showerhead
_ Create excitement and interest for a product that may
not be on the forefront of consumers’ minds
_ Generate innovative ideas that combine water fun and
water conservation

67. THE Use a multi-step approach to develop a strong fan
SOLUTION
base and increase participation
_ Validate the target audience and the best ways to reach
them through extensive research
• People who are likely to buy eco-friendly products
• People who know the Water Pik brand name as it refers
to shower products
• Common ground is an interest in water conservation
_ Cultivate an audience base with online advertising,
social media tactics, and direct outreach
_ Generate excitement and participation among fans with
gifting applications, quizzes, and custom applications
_ Create awareness for the brand and product through
outreach to specific groups and fan pages

68. ECOFLOW BY The strategy
_ Research appropriate audience and channels
WATER PIK _ Develop audience-base through organic and paid traffic
building
_ Generate excitement and participation on Facebook
_ Create awareness by reaching out to appropriate groups
and fan pages
Targeted campaigns
_ Wall posting contests
• How do you save water?
• What's your favorite shower song?
_ Quiz activity
• What do you know about H20?
_ Gifting applications
• Send a shower to a dirty friend
• What kind of shower are you
_ Community activation
• Save a billion gallons water challenge

69. Facebook page

70. Facebook page

71. Facebook application and ads

72. Facebook application

73. Facebook application

74. THE The audience responded through active participation
RESULTS
_ Audience feedback was positive and the fan base
grew steadily
_ Contests and quizzes experienced high participation

75. LINKEDIN
STRATEGIES

76. Features
Company overview
Careers
Services
Connections
Opportunities
Distributor connections
Recommendations
Etc.
LinkedIn Services Page

77. Datalink – Twitter and LinkedIn Service Pages