Though your marketing team likely spends more dollars on its 1:many budget—those tweets and posts the entire world sees—there’s an-ever increasing amount of communication happening on social on a one-to-one basis. In fact, the expectations of an evolving audience is helping to push social over call centers. Join Spredfast’s Chris Kerns as he dives in with our panel to explain why 1:1 communication deserves more of your attention.
Smart Social Summit 2017 | The Short Attention Span Antidote: Mastering & Mon...Spredfast
Content marketing is king and a majority of marketers—52%—worldwide agree that video content boasts the most ROI. That makes video, whether 360, live, vertical, or traditional, the most in-demand form of consumer engagement. So how do you unlock this ROI and monetize video? From creative considerations to the consumer experience, this session will explore what it takes to connect with your audience via this content powerhouse.
Pinning for fun and profit, presented by Natanya AndersonSocialMedia.org
In her Brands-Only Summit presentation, Whole Foods Market's Director of Social Media and Digital Marketing, Natanya Anderson, shares the broad-based lifestyle approach they’ve applied to their social media strategy.
She talks about Pinterest, lessons learned around imagery, contest ups and downs, and more.
Smart Social Summit 2017 | Tomorrow's Customer Experience is Happening Today:...Spredfast
We’ve heard Seth Godin’s famous assertion, “Content marketing is the only marketing left.” But “content marketing” now means a world of interactivity, immersive experiences, user-generated content, technological innovation and more. How are you balancing your consumers' needs with your need to stand out? Join these content marketing experts as they share their secrets and content marketing strategies for successful content marketing today and tomorrow.
In this webinar, teach you how to boost creativity as you work through all stages of the creative process. As you build your social campaigns, implement them, and analyze their results, we will show you how to stay motivated - and creative - to achieve your best campaigns.
You will learn:
How social listening can lead to your strongest, most creative campaigns
How to identify signals that your campaign is working and reaching the right audience
Effective tips you can implement in your social strategies to make them more creative
Your audience doesn’t trust brand messaging. So how can you truly engage with them?
Social media provides a conduit to engage with trustworthy influencers who can relay your brand messages, reach your target audience and make your story resonate.
Join Cision’s Natalia Dykyj and Stacey Miller to learn how to use social media to build mutually-beneficial relationships with the influencers your audience trusts.
They’ll show you how to:
- Grow closer to your audience by targeting key influencers
- Identify relevant contacts using the right tools
- Build rapport with social media best practices
- Get on influencers’ radars by engaging across mediums
5 ways to make big data small, presented by Sharon CrostSocialMedia.org
In her Brands-Only Summit presentation, Hitachi Data Systems' Global Online Marketing and Social Media Manager, Sharon Crost, explains how they're using social technology and "big data" pipes to gain insight into the buyer's aggregate online activity
She also shares how they leverage that information to nurture customers through an online journey.
Social data intelligence, presented by Susan EtlingerSocialMedia.org
In her Brands-Only Summit presentation, Altimeter Group's Industry Analyst, Susan Etlinger, talks about how leading organizations are deriving actionable intelligence from a holistic view of social enterprise data.
She discusses the challenges, opportunities, and the criteria required to achieve social intelligence maturity.
Lorraine Goldberg - Content Marketing Boom or Bust? Surprising Truths and Myt...Julia Grosman
Content marketing requires understanding the audience and their needs. Data should inform content creation, distribution, and optimization at every stage. Visual storytelling through video and images is key to grabbing attention on social media where audiences have little time. Metrics from multiple sources can demonstrate the impact of content marketing across channels in driving traffic, engagement, and other business goals.
Smart Social Summit 2017 | The Short Attention Span Antidote: Mastering & Mon...Spredfast
Content marketing is king and a majority of marketers—52%—worldwide agree that video content boasts the most ROI. That makes video, whether 360, live, vertical, or traditional, the most in-demand form of consumer engagement. So how do you unlock this ROI and monetize video? From creative considerations to the consumer experience, this session will explore what it takes to connect with your audience via this content powerhouse.
Pinning for fun and profit, presented by Natanya AndersonSocialMedia.org
In her Brands-Only Summit presentation, Whole Foods Market's Director of Social Media and Digital Marketing, Natanya Anderson, shares the broad-based lifestyle approach they’ve applied to their social media strategy.
She talks about Pinterest, lessons learned around imagery, contest ups and downs, and more.
Smart Social Summit 2017 | Tomorrow's Customer Experience is Happening Today:...Spredfast
We’ve heard Seth Godin’s famous assertion, “Content marketing is the only marketing left.” But “content marketing” now means a world of interactivity, immersive experiences, user-generated content, technological innovation and more. How are you balancing your consumers' needs with your need to stand out? Join these content marketing experts as they share their secrets and content marketing strategies for successful content marketing today and tomorrow.
In this webinar, teach you how to boost creativity as you work through all stages of the creative process. As you build your social campaigns, implement them, and analyze their results, we will show you how to stay motivated - and creative - to achieve your best campaigns.
You will learn:
How social listening can lead to your strongest, most creative campaigns
How to identify signals that your campaign is working and reaching the right audience
Effective tips you can implement in your social strategies to make them more creative
Your audience doesn’t trust brand messaging. So how can you truly engage with them?
Social media provides a conduit to engage with trustworthy influencers who can relay your brand messages, reach your target audience and make your story resonate.
Join Cision’s Natalia Dykyj and Stacey Miller to learn how to use social media to build mutually-beneficial relationships with the influencers your audience trusts.
They’ll show you how to:
- Grow closer to your audience by targeting key influencers
- Identify relevant contacts using the right tools
- Build rapport with social media best practices
- Get on influencers’ radars by engaging across mediums
5 ways to make big data small, presented by Sharon CrostSocialMedia.org
In her Brands-Only Summit presentation, Hitachi Data Systems' Global Online Marketing and Social Media Manager, Sharon Crost, explains how they're using social technology and "big data" pipes to gain insight into the buyer's aggregate online activity
She also shares how they leverage that information to nurture customers through an online journey.
Social data intelligence, presented by Susan EtlingerSocialMedia.org
In her Brands-Only Summit presentation, Altimeter Group's Industry Analyst, Susan Etlinger, talks about how leading organizations are deriving actionable intelligence from a holistic view of social enterprise data.
She discusses the challenges, opportunities, and the criteria required to achieve social intelligence maturity.
Lorraine Goldberg - Content Marketing Boom or Bust? Surprising Truths and Myt...Julia Grosman
Content marketing requires understanding the audience and their needs. Data should inform content creation, distribution, and optimization at every stage. Visual storytelling through video and images is key to grabbing attention on social media where audiences have little time. Metrics from multiple sources can demonstrate the impact of content marketing across channels in driving traffic, engagement, and other business goals.
The document discusses engagement as the true measure of successful Facebook communities. It defines engagement as requiring dialogue and interaction between consumers and organizations. The document provides best practices for engagement, including encouraging engagement outside brand domains, collaborating with fans, rewarding loyalty, having an authentic digital identity, listening to communities, responding to inquiries, setting community guidelines, avoiding canned responses, and empowering community managers. It also provides case studies on the key engagement elements for Crystal Head Vodka and the film Revolution, including strong customer service, appreciation of user-generated content, compelling branding, and addressing difficult questions.
Guest: Serena Ehrlich, Director, Social and Evolving Media at Business Wire
What PR professionals will learn:
Simple ways to get your story noticed
Why data is your friend
How to choose the metrics that matter most
How to lead a social media engagement strategy, presented by Ryan DickersonSocialMedia.org
In his Brands-Only Summit presentation, Cox Media Group's Ryan Dickerson teaches a class on how to lead a social media engagement strategy.
He shares how to build a scalable, effective plan to engage customers, fans, and critics in social conversations.
BrightEdge Share15 - DM104: Content, Influence and Human Capital - Mel CarsonBrightEdge Technologies
The document discusses how to create brand advocates by influencing influencers on social media. It defines influencers as people with the capacity to shape others' behavior through their status, contacts, or wealth. The key is to create an authentic experience that impacts a target audience and encourages them to take action by changing or enhancing their perceptions of a brand. Specifically, the document recommends discovering influencers through surveys, tools, or cross-referencing data; reaching out to them by having a clear goal and explaining what's in it for them and their audience; measuring the output, engagement, and sentiment; and giving influencers free reign and creative control as in Microsoft's successful campaign with Stephen Fry.
Brands-Only Summit Social Media Case Study: United Airlines, presented by Lor...SocialMedia.org
In their Brands-Only Summit presentation, United Airlines' Manager of Social Media Programs, Lora O'Riordan, and Director of Social Media, Karin Moan, share how their merger with another airline led to the creation of a new social media team.
They explain how the new team combined marketing, operations, and everything in between to focus on customer service and responding.
Advanced Analytics: Are your campaigns effective?Cision
Most communicators know the importance of measurement, but few know how to do it correctly. Do you?
Cision PR Edition helps you prove the value of your communication by giving you a 360-degree view of your campaigns through easy-to-understand reporting and advanced analytics.
Join Cision’s Shawn Dooley for a free webinar to learn how to report on the impact of your campaigns. Shawn will show you how to:
- Measure your impact through competitive analysis
- Better understand your brand with performance metrics
- Create targeted communication with key message analysis
- Showcase your efforts through illustrated reports
"The Most Powerful Brand on Earth," presented by Susan EmerickSocialMedia.org
In her Brands-Only Summit author discussion, Brands Rising's Susan Emerick, talks about her book, "The Most Powerful Brand on Earth: How to Transform Teams, Empower Employees, Integrate Partners and Mobilize Customers to Beat the Competition in Digital and Social Media."
She shares the secrets to building a successful employee advocacy program with a roadmap to harness the power of empowering employees and partners to build trust and advocacy in social media.
Risks and Rewards of Celeb & Influencer Social VoicesSpredfast
You give your platform over to a celebrity or an influencer. Then what? The truth is celeb and influencer control over social has benefits and challenges alike. Learn how social and marketing teams are leveraging celebrity, influencer, and sports talent voice—and weathering its inevitable challenges.
CUBoulder MDST1002 Social Media ListeningMatt Duncan
Slides that Melissa Cech and I used in a presentation to CUBoulder MDST 1002 students about Social Media Marketing (with focus on listening) on March 21, 2018. Q&A in Twitter with #askcumatt
The 2017 State of Social Marketing Report RevealBryan Blackburn
In this live-recorded webinar, we unveil the findings from our 2017 State of Social Marketing Report.
With responses from nearly 2,800 marketers from 111 countries, this is our biggest report yet. You will get a detailed look into the social media industry in 2017 - including:
Challenges and successes of marketers from across the world
Social media budget forecasts through 2020
The rise of influencer marketing
Paid social and its role in business objectives
Bulldog Reporter webinar - Stop Doing Stupid Stuff: Using PR Measurement to M...Agility PR Solutions
• Connect the dots between your daily activities and business outcomes
• Develop customized metrics that reflect your value and contribution to business results
• Define benchmarks against which to judge performance
• Extract insight from your data
Guest speaker: Katie Delahaye Paine
Founder of KDPaine & Partners Inc., The Delahaye Group and Paine Publishing, author, Senior Fellow and Advisory Board member of the Society for New Communications Research (SNCR), initial founder of the Institute for Public Relations Measurement Commission, regular contributor to Communications World, PR Week, Business Marketing, and New Hampshire Magazine.
This document outlines strategies for becoming a stronger storyteller. It discusses the history and science of storytelling, challenges in 2016 with short attention spans and ad blocking, and how to craft better stories using techniques like the hero's journey structure and emotional appeals. Examples are provided of companies like Art.com and Survey Monkey that tell effective stories online. The presentation concludes with takeaways on using storytelling to make data resonate and developing a powerful narrative as the backbone of a brand's message.
Influencer Marketing is one of the fastest growing and most effective forms of marketing today, but only if you really approach it with a well thought out, functional plan. This presentations gives you the information you need to start out right in Influencer Marketing!
KickApps Business Results with Social Media Seminar - ROI, Trends, Social Med...Mike Merrill
The document discusses various metrics for measuring return on investment (ROI) from social media activities. It provides examples of non-financial and financial metrics to track over time, including social media mentions, website traffic, conversions, and revenue. The document also outlines the Social Media Club of Dallas' mission and upcoming events to promote social media literacy.
To keep customers coming back for more, you need to provide a variety of engaging content through your blog, social channels, press releases and more. View Jeff Barrett's "Convert More Customers With Video + Social" webinar presented by Cision and Social Fresh Conference.
Community to Cash: The Art of Building Social Media Marketing Campaigns that ...Ignite Social Media
Ignite Social Media Founder & President Jim Tobin and special guests Anita Root and Josh Gunderson from Carlson Rezidor Hotel Group give us an in-depth view of how they are using social media marketing to drive revenue and retain loyal customers.
This webcast teaches us:
- How to grow your communities by targeting and acquiring qualified fans and followers
- How to develop a content strategy that will engage and mobilize your communities
- How to turn your communities into revenue platforms
Pros and Cons of Paying For Social PlacementSimplilearn
This document outlines the pros and cons of paying for social media placement. It discusses 18 pros and cons, including that costs are relatively low but increasing fast, paid placement provides exposure but organic social is preferred, and targeting capabilities are strong but measurement can be challenging. Overall, the document analyzes the tradeoffs between reach, control, credibility, and ROI when deciding whether and how to utilize paid social media placement.
Sharing Social Intelligence across the BusinessBrandwatch
Unleashing the power of social data and connecting it to all business functions can have a major impact on business success. Keeping social data contained, feeding only marketing-related areas can hold companies back and prevent them from maturing.
In this webinar we discussed:
- Use cases for social insights beyond the marketing department
- The most efficient ways of activating social insights
- The contribution of social to business success
- Social intelligence vs traditional research methods
Taking the Value of Social Outside the Marketing OrganizationSpredfast
Within your marketing organization, there’s no doubt that your social programs drive bottom-line business value. So how do you spread that knowledge up to the C-suite and across the company? Learn how to extend social’s footprint to sales, social CRM, product, HR, and more.
Spredfast 2.0 is a social media management platform that offers comprehensive listening, engagement, management and measurement capabilities. It integrates with systems like Salesforce, Google Analytics and email marketing platforms. New features in version 2.0 include improved analytics, a mobile app, and integration with location-based services like Foursquare. Spredfast aims to provide everything marketers need to effectively execute social media initiatives across multiple channels and tie results back to business objectives.
The document discusses engagement as the true measure of successful Facebook communities. It defines engagement as requiring dialogue and interaction between consumers and organizations. The document provides best practices for engagement, including encouraging engagement outside brand domains, collaborating with fans, rewarding loyalty, having an authentic digital identity, listening to communities, responding to inquiries, setting community guidelines, avoiding canned responses, and empowering community managers. It also provides case studies on the key engagement elements for Crystal Head Vodka and the film Revolution, including strong customer service, appreciation of user-generated content, compelling branding, and addressing difficult questions.
Guest: Serena Ehrlich, Director, Social and Evolving Media at Business Wire
What PR professionals will learn:
Simple ways to get your story noticed
Why data is your friend
How to choose the metrics that matter most
How to lead a social media engagement strategy, presented by Ryan DickersonSocialMedia.org
In his Brands-Only Summit presentation, Cox Media Group's Ryan Dickerson teaches a class on how to lead a social media engagement strategy.
He shares how to build a scalable, effective plan to engage customers, fans, and critics in social conversations.
BrightEdge Share15 - DM104: Content, Influence and Human Capital - Mel CarsonBrightEdge Technologies
The document discusses how to create brand advocates by influencing influencers on social media. It defines influencers as people with the capacity to shape others' behavior through their status, contacts, or wealth. The key is to create an authentic experience that impacts a target audience and encourages them to take action by changing or enhancing their perceptions of a brand. Specifically, the document recommends discovering influencers through surveys, tools, or cross-referencing data; reaching out to them by having a clear goal and explaining what's in it for them and their audience; measuring the output, engagement, and sentiment; and giving influencers free reign and creative control as in Microsoft's successful campaign with Stephen Fry.
Brands-Only Summit Social Media Case Study: United Airlines, presented by Lor...SocialMedia.org
In their Brands-Only Summit presentation, United Airlines' Manager of Social Media Programs, Lora O'Riordan, and Director of Social Media, Karin Moan, share how their merger with another airline led to the creation of a new social media team.
They explain how the new team combined marketing, operations, and everything in between to focus on customer service and responding.
Advanced Analytics: Are your campaigns effective?Cision
Most communicators know the importance of measurement, but few know how to do it correctly. Do you?
Cision PR Edition helps you prove the value of your communication by giving you a 360-degree view of your campaigns through easy-to-understand reporting and advanced analytics.
Join Cision’s Shawn Dooley for a free webinar to learn how to report on the impact of your campaigns. Shawn will show you how to:
- Measure your impact through competitive analysis
- Better understand your brand with performance metrics
- Create targeted communication with key message analysis
- Showcase your efforts through illustrated reports
"The Most Powerful Brand on Earth," presented by Susan EmerickSocialMedia.org
In her Brands-Only Summit author discussion, Brands Rising's Susan Emerick, talks about her book, "The Most Powerful Brand on Earth: How to Transform Teams, Empower Employees, Integrate Partners and Mobilize Customers to Beat the Competition in Digital and Social Media."
She shares the secrets to building a successful employee advocacy program with a roadmap to harness the power of empowering employees and partners to build trust and advocacy in social media.
Risks and Rewards of Celeb & Influencer Social VoicesSpredfast
You give your platform over to a celebrity or an influencer. Then what? The truth is celeb and influencer control over social has benefits and challenges alike. Learn how social and marketing teams are leveraging celebrity, influencer, and sports talent voice—and weathering its inevitable challenges.
CUBoulder MDST1002 Social Media ListeningMatt Duncan
Slides that Melissa Cech and I used in a presentation to CUBoulder MDST 1002 students about Social Media Marketing (with focus on listening) on March 21, 2018. Q&A in Twitter with #askcumatt
The 2017 State of Social Marketing Report RevealBryan Blackburn
In this live-recorded webinar, we unveil the findings from our 2017 State of Social Marketing Report.
With responses from nearly 2,800 marketers from 111 countries, this is our biggest report yet. You will get a detailed look into the social media industry in 2017 - including:
Challenges and successes of marketers from across the world
Social media budget forecasts through 2020
The rise of influencer marketing
Paid social and its role in business objectives
Bulldog Reporter webinar - Stop Doing Stupid Stuff: Using PR Measurement to M...Agility PR Solutions
• Connect the dots between your daily activities and business outcomes
• Develop customized metrics that reflect your value and contribution to business results
• Define benchmarks against which to judge performance
• Extract insight from your data
Guest speaker: Katie Delahaye Paine
Founder of KDPaine & Partners Inc., The Delahaye Group and Paine Publishing, author, Senior Fellow and Advisory Board member of the Society for New Communications Research (SNCR), initial founder of the Institute for Public Relations Measurement Commission, regular contributor to Communications World, PR Week, Business Marketing, and New Hampshire Magazine.
This document outlines strategies for becoming a stronger storyteller. It discusses the history and science of storytelling, challenges in 2016 with short attention spans and ad blocking, and how to craft better stories using techniques like the hero's journey structure and emotional appeals. Examples are provided of companies like Art.com and Survey Monkey that tell effective stories online. The presentation concludes with takeaways on using storytelling to make data resonate and developing a powerful narrative as the backbone of a brand's message.
Influencer Marketing is one of the fastest growing and most effective forms of marketing today, but only if you really approach it with a well thought out, functional plan. This presentations gives you the information you need to start out right in Influencer Marketing!
KickApps Business Results with Social Media Seminar - ROI, Trends, Social Med...Mike Merrill
The document discusses various metrics for measuring return on investment (ROI) from social media activities. It provides examples of non-financial and financial metrics to track over time, including social media mentions, website traffic, conversions, and revenue. The document also outlines the Social Media Club of Dallas' mission and upcoming events to promote social media literacy.
To keep customers coming back for more, you need to provide a variety of engaging content through your blog, social channels, press releases and more. View Jeff Barrett's "Convert More Customers With Video + Social" webinar presented by Cision and Social Fresh Conference.
Community to Cash: The Art of Building Social Media Marketing Campaigns that ...Ignite Social Media
Ignite Social Media Founder & President Jim Tobin and special guests Anita Root and Josh Gunderson from Carlson Rezidor Hotel Group give us an in-depth view of how they are using social media marketing to drive revenue and retain loyal customers.
This webcast teaches us:
- How to grow your communities by targeting and acquiring qualified fans and followers
- How to develop a content strategy that will engage and mobilize your communities
- How to turn your communities into revenue platforms
Pros and Cons of Paying For Social PlacementSimplilearn
This document outlines the pros and cons of paying for social media placement. It discusses 18 pros and cons, including that costs are relatively low but increasing fast, paid placement provides exposure but organic social is preferred, and targeting capabilities are strong but measurement can be challenging. Overall, the document analyzes the tradeoffs between reach, control, credibility, and ROI when deciding whether and how to utilize paid social media placement.
Sharing Social Intelligence across the BusinessBrandwatch
Unleashing the power of social data and connecting it to all business functions can have a major impact on business success. Keeping social data contained, feeding only marketing-related areas can hold companies back and prevent them from maturing.
In this webinar we discussed:
- Use cases for social insights beyond the marketing department
- The most efficient ways of activating social insights
- The contribution of social to business success
- Social intelligence vs traditional research methods
Taking the Value of Social Outside the Marketing OrganizationSpredfast
Within your marketing organization, there’s no doubt that your social programs drive bottom-line business value. So how do you spread that knowledge up to the C-suite and across the company? Learn how to extend social’s footprint to sales, social CRM, product, HR, and more.
Spredfast 2.0 is a social media management platform that offers comprehensive listening, engagement, management and measurement capabilities. It integrates with systems like Salesforce, Google Analytics and email marketing platforms. New features in version 2.0 include improved analytics, a mobile app, and integration with location-based services like Foursquare. Spredfast aims to provide everything marketers need to effectively execute social media initiatives across multiple channels and tie results back to business objectives.
Working While Human: Building Winning, Inclusive TeamsSpredfast
What does it mean to thrive at work today—as a minority or otherwise? Hosted by Spredfast, this panel will address the reality of succeeding at work for all people today, as well as explore how internally created groups can strengthen that world even further—and how businesses can empower those communities to ensure their success.
Working While Human: Building Winning, Inclusive TeamsSpredfast
What does it mean to thrive at work today—as a minority or otherwise? Hosted by Spredfast, this panel will address the reality of succeeding at work for all people today, as well as explore how internally created groups can strengthen that world even further—and how businesses can empower those communities to ensure their success.
Popular Chips Insights is the world's first Social Media Analytics tool able to monitor Influencers and Competitors on Instagram and present unique Demographic reports like followers country, age and gender distribution.
The document discusses using Facebook for business and marketing purposes. It provides information on building a Facebook page, promoting a page, and using social ads. Key topics include how to define goals for a Facebook page, the differences between official pages, community pages, and groups, how to create and manage a page, and tools for monitoring page performance.
SXSW Interactive is amazing this year! I’m talking VR, AR, IoT, enter next acronym here, and even the P.O.T.U.S. made an appearance.
SXSW plays an increasingly important role in revolutionizing interactive media. While often known as a hotbed for tech startups, it’s the discussions around practical applications of such media, the opportunities they present, and the surrounding implications that have attracted the attention of a growing number of brands, platforms, and creators each year.
In this webinar we share key takeaways from SXSW 2016 and discuss what each means for the year ahead.
This document outlines a social media strategy for Swamp Head Brewery in Gainesville, Florida. The objectives are to increase the brewery's local presence and brand recognition through social media and generate interest in on-site events. The strategy involves using visual content and polls on platforms like Facebook, Twitter, and Instagram to engage audiences and drive people to events. Key dates, roles, and a response plan are defined to guide social media activities. Progress will be measured by metrics like follower growth and engagement rates across platforms.
Dunkin Donuts conducted a social media audit to guide their 2016 strategy. They found Instagram drives the most traffic and engagement but want to increase activity on Facebook and followers on Instagram. Their objectives are to increase unique visitors to profiles by 25% in 6 months through greater brand awareness and hashtag use, as well as increase Facebook posts and Instagram followers. Their strategies include paid promotion of top Facebook posts each Friday and promoting the unique hashtag #AmericanRunsOnDunkin to encourage user generated content.
Dunkin Donuts conducted a social media audit to guide their 2016 strategy. They found Instagram drives the most traffic and engagement, though they have the most Facebook followers. Most users are 18-30 years old and engage via Instagram and Twitter. Objectives are to increase unique visitors 25% via brand awareness and hashtags, boost Facebook activity, and grow Instagram followers. Strategies include paid Facebook boosting, promoting the #AmericanRunsOnDunkin hashtag, monitoring branded conversations, and offering promotions to loyalty members.
The social media strategy document outlines Wendy's plan to increase customer satisfaction and engagement on social media platforms. The objectives are to increase follower counts across all channels by 10% and increase the overall engagement rate by 10%. Key strategies include boosting Instagram ads, using targeted hashtags, and monitoring brand mentions. The plan also provides guidelines for employee social media use, a critical response plan for issues, and outlines how performance will be measured quarterly.
The social media strategy aims to increase Airbnb's following across platforms by making interactions more personal. Two main strategies are dedicating more time to customer responses and creating unique content. Objectives include increasing video content by 20% and post replies by 40% in six months. Key performance indicators will measure new followers, post reach and engagement, and unique visits. The roles, tools, timing of key events, and response plans are also outlined. Measurement will focus on increasing conversion rates through more active engagement on social media.
Saving Grace Uganda Social Media StrategyJoel Kuhn
Social Media strategy for Saving Grace in Uganda.
*NOTE: Some statistics are fictionalized for educational purposes. Not an official organization document.
From Fans to Advocates: How to Build Community and Grow #BrandLoveHootsuite
What is community? How can making community central to your business help you grow? Beyond likes, +1s, shares and RTs, how can brands engage with their audiences to build lasting relationships that take them from fans to advocates? Hootsuite’s VP Community & Customer Experience, Jeanette Gibson, and Dr. William Ward, Director, Education Strategy share best practices and real-world examples of how a strong community of fans and followers can become a powerful tool in activating others to get involved and fall in love with your brand.
Our social media strategy aims to represent our company's quality food and family focus online. Our goals are to gain 30% more Facebook, Instagram, and Twitter followers, make daily posts, and improve engagement. We analyzed our social profiles, finding Facebook gets most traffic but LinkedIn lowest engagement. Competitors' strengths include visual posts and video. Our brand is entertaining, family-oriented, and trustworthy. Strategies include paid Instagram ads, owned hashtags, and earned media monitoring. After 4 months, all networks grew followers and engagement except LinkedIn. Positive feedback was received except some tied our values to exclusion. We will work on LinkedIn, more hashtags, and another event.
WeSpire GreenBiz Webinar_Changing Behavior Through Purposeful Work: The Journ...WeSpire
Follow along the slide deck from WeSpire's webinar "Changing Behavior Through Purposeful Work: The Journey to 100% Engagement," on June 23, 2015 with speakers from Aveda Corporation, the Alcoa Foundation, and GreenBiz. (Original webcast on June 23, 2015)
The Key to Success on Social Media - Samantha Singer - Marketing Success - Au...Marketing Success
The topics will include:
- principles of social media marketing
- how to generate revenue through social media
- social media ads – are they worth it?
- using social media in an authentic manner
- Facebook, Twitter, Periscope, Snapchat – how to determine the relevant social media channels available
Uber's social media strategy prioritizes growing its audience on mobile-focused platforms like Instagram, Facebook, and Twitter. The strategy involves increasing engaging content and paid/owned media to convert followers into customers. An audit found Instagram had the highest engagement rate. Objectives include a 15% follower increase across platforms through awareness campaigns. Strategies include more paid ads, owned posts, and partner endorsements. Progress will be measured quarterly including follower growth, traffic sources, and sentiment analysis of hashtag campaigns.
Glenn I. Jones Home Services Media Strategy Courtney Rowe
Glenn I. Jones Home Services' social media strategy aims to increase engagement on Facebook and Twitter by 25% in six months. The strategy focuses on curating engaging content relevant to customers and responding to customers in a timely manner. Key performance indicators include follower growth and engagement rates. Roles and responsibilities are assigned and potential crisis scenarios are planned for. Progress will be reported quarterly.
Internal and external audiences: developing a strategy to engage hearts and m...CharityComms
Alina O’Keeffe, engagement manager, Sands, the stillbirth and neonatal death charity
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
With 17 weeks left until Giving Tuesday, the time to start planning your End of Year campaign is now. Our fundraising and user experience experts discuss tips, trends, and strategies to jump-start your End of Year planning.
Panda Express is developing a social media strategy for 2017 with the goals of creating a more interactive customer experience and directing online traffic to store locations. The key strategies are boosting activity on social platforms and incorporating interactive conversations. A social media audit found Facebook is most effective for driving website traffic. Objectives include increasing website visitors by 40% and gaining 4000 new Instagram followers. Roles and responsibilities are assigned, and a critical response plan is outlined to address potential issues. Progress will be measured through quantitative metrics like website traffic sources and social media follower counts.
This document provides an overview and summary of the mid-2017 influencer marketing landscape and Ogilvy's influencer marketing process. Some key points:
- Influencer marketing continues to grow in importance as traditional media declines and audiences engage differently. Brands are increasing investment.
- Micro-influencers with 30,000 or fewer followers are gaining prominence with higher engagement rates. Influencers are also becoming content creators.
- Ogilvy's process involves identifying the right influencers based on relevance, reach, and resonance; mapping them into tiers; and aligning objectives and measurement plans.
- Recent examples show the success of Glossier in engaging organic fans and Sperry in tapping
The document outlines a social media strategy for a nonprofit organization. It includes an audit of current social media performance, objectives to increase engagement and sales, and a competitor assessment. Key tactics include boosting posts, monthly giveaways, monitoring keywords, and aligning content with holidays. Metrics, roles, policies, and crisis response plans are also defined to guide social media activities over the coming year.
This document is a resume for Caroline Johnson, outlining her experience as an Assistant Account Executive at Harmonica Public Relations, where her responsibilities include researching influencers, pitching media outlets, compiling reports, and coordinating with clients in industries like yoga, wellness and tea. Previous experience includes fashion PR internships in London and Los Angeles where she assisted with events, samples, and blog writing. Her skills include strategic communication, writing, and proficiency with PR software and tools.
Jerry Ward, MD of Press Data and a Director of AMEC, delivered a presentation and workshop on the measurement and evaluation of communication, including the Barcelona Principles and AMEC's new framework.
www.prfest.co.uk
This document provides a summary of the candidate's work experience and skills. It outlines their current role as a Marketing Assistant at Research Media where they perform various tasks including email marketing, analytics reporting, client liaison, and managing media partnerships and suppliers. It also lists additional skills and provides details of their responsibilities and accomplishments in areas such as social media management, content creation, campaign development, and media partnerships. Measurement of their performance indicates growth in key metrics like social media followers, newsletter engagement and reduced unsubscribes.
Similaire à The Social Iceberg: Why Social Care Needs Serious Attention (20)
Spredfast SmartSocial Summit | We Still Really Just Want a Good Story | SlackSpredfast
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ChatGPT
Competitive Analysis: Noise Smartwatch
Overview
Noise is an Indian electronics brand that primarily manufactures smartwatches, wireless earphones, and other electronic accessories. Noise smartwatches have gained significant popularity due to their affordable pricing, feature-rich offerings, and stylish designs. The competitive landscape for Noise smartwatches includes both local and international brands that cater to various market segments. This analysis will focus on key competitors, market positioning, product features, pricing strategies, and consumer preferences.
Key Competitors
Amazfit (Huami):
Strengths: Known for excellent battery life, robust fitness tracking, and premium build quality.
Weaknesses: Slightly higher price points compared to Noise.
Products: Amazfit Bip U, Amazfit GTS series.
Realme:
Strengths: Strong brand presence, integration with Realme smartphones, and aggressive pricing.
Weaknesses: Limited variety in smartwatch models.
Products: Realme Watch, Realme Watch S.
Boat:
Strengths: Competitive pricing, appealing designs, and extensive marketing.
Weaknesses: Relatively new to the smartwatch market, which may affect consumer trust.
Products: Boat Storm, Boat Flash.
Samsung:
Strengths: High brand credibility, advanced features, and premium design.
Weaknesses: Higher price points make it less accessible to budget-conscious consumers.
Products: Galaxy Watch Active 2, Galaxy Watch 3.
Xiaomi:
Strengths: Strong ecosystem integration, affordable pricing, and extensive features.
Weaknesses: Less focus on premium design compared to some competitors.
Products: Mi Band series, Mi Watch.
Market Positioning
Noise positions itself as an affordable yet feature-rich alternative in the smartwatch market. Its target demographic includes budget-conscious consumers and fitness enthusiasts who seek value for money without compromising on essential features like fitness tracking, notifications, and battery life. Noise leverages its strong online presence and partnerships with e-commerce platforms to reach its audience effectively.
Product Features Comparison
Noise Smartwatches:
Key Features: Heart rate monitoring, SpO2 tracking, multiple sports modes, customizable watch faces, notifications, and music control.
Battery Life: Typically lasts 7-10 days on a single charge.
Build Quality: Focus on lightweight and comfortable designs with water-resistant capabilities.
Amazfit Smartwatches:
Key Features: Advanced fitness tracking, GPS, AMOLED displays, and long battery life (up to 20 days).
Battery Life: 10-20 days depending on the model.
Build Quality: Premium materials and durable designs.
Realme Smartwatches:
Key Features: Basic fitness tracking, SpO2 monitoring, and notifications.
Battery Life: Up to 9 days.
Build Quality: Sleek designs but slightly limited in variety.
Boat Smartwatches:
Key Features: Heart rate monitoring, multiple sports modes, and customizable watch faces.
7. 75%
Of TV Viewers
Engage with a
Second Screen at
least Once a Month
57%
Of Weekly Social Impressions for
Programming Related to Live Air
Viewing
7.5X
Lift in Follow Rate when On-
Air Programs Live Tweet
5.3%
Reduction in Total
Complaints After
Implementing Social
Care
30%
Of Customers
Prefer Social Care
to Traditional
Phone Care
5%
Customer Retention
Increase Leads to
25%
Increase in CLV
7.1%
Increase in
Customer
Retention Rates
After Implementing
Social Care
*Sources: McKinsey & Company, Aberdeen Group, and Reichald, HBS Press
Industry Research Metrics
8. “1:1 social media interaction
is the new autograph.”
- Jen Tulicki, Social Media Manager - Chicago Bears
9. Social Care at Airbnb
From 1-2-1 Interactions to
Building Fans for Life
Andrea Finnegan
Global Manager, Social Media Care
Airbnb
@FinnyAndy
22. Impact of Organizational Structure
CURRENT LIMITATIONS
● Current structure
stacked and siloed
● Not scalable nor optimized
for closed loop resolutions
● Monitoring done by
marketers not customer
service agents
FUTURE OPPORTUNITIES
● Add a new customer service channel
● Move to hub and spoke structure
● Create an approach that can grow to
meet customer need
● Train customer care agents to monitor
inbound customer care interactions
24. “Aloha is the essence of
relationships in which each
person is important to every other
person for the collective
existence”
- Excerpt from The “Aloha Spirit Law” of Hawaii, 1986
25. Question + Answer
Chris Kerns
Spredfast
@chriskerns
Sean Lin
Facebook
Andrea Finnegan
Airbnb
@FinnyAndy
Asiana Ponciano
Hawaiian Airlines
@AsianaPonciano
Notes de l'éditeur
Key Takeaways/Message for audience at end of presentation:
Scale & growth of the social care volume we’re dealing with
Diversity of the queries we get and the importance of us dealing with it promptly and well: we’re the voice of Airbnb in many cases
Power of 1-2-1, if you get it right, you have fans for life and that’s the differentiating factor
Companies that implement social care as a part of an omni-channel care strategy see an average of 5.3% reduction in overall complaints. (Aberdeen Group)
Consumer preferences are changing with 30% of customers indicating that they prefer social care to traditional phone care. (McKinsey & Company)
Just a 5% increase in customer retention can lead to up to a 25% increase in customer lifetime value. (Reichald, HBS Press)
Social care has real impact on long-term customer loyalty. Customers who engage with a company via social see an average of 7.1% increase in customer retention rates. (Aberdeen Group)
Guiding Questions:
What results have you seen when starting to be more actively engaging with customer care inquiries on social?
Have you seen a correlation between your social care program and customer retention rates?
Key Takeaways/Message for audience at end of presentation:
Scale & growth of the social care volume we’re dealing with
Diversity of the queries we get and the importance of us dealing with it promptly and well: we’re the voice of Airbnb in many cases
Power of 1-2-1, if you get it right, you have fans for life and that’s the differentiating factor
Talking points:
Thank you for the introduction Chris, Good morning everyone, really excited to be here today and to have the opportunity to share a little about how we look at social care at Airbnb
So, I’d like start by sharing a number with you: 135,000. We receive on average 135,000 actionable mentions to our social care team each month and this number is doubling for us every year, in some markets the number is actually tripling.
To be honest, that number really keeps me up at night!
It keeps me up at night as our aspiration is to not just to respond to those numbers (which in itself can be a challenge , right?) but to also ensure that each user has a positive or even an amazing experience when they interact with us on social so that they feel cared for and part of our community/our family, want to be fans for life. We see that as a huge opportunity, not always an easy task
Talking points:
So, how do we approach this opportunity?
So, our volumes are high but due to the nature of our business model (offering unique experience in over 193 countries) , the diversity of our queries is also large, so at a high level we try to address this by separating that incoming volume into different themes/buckets and addressing each bucket slightly differently
3 key buckets:
1st bucket: Traditional care questions: the importance here is catching things and turning them around quickly
2nd bucket: Community Outreach: showing we care during times when our community needs us most
3rd bucket:Surprising & Delighting our Community: Identifying opportunities to engage positively with our users/community:
To summarise all that into 1 sentence, I’d say our community look to us as the voice of Airbnb, they want to know what we stand for as a brand, that’s a huge responsibility and how we interact with them on a 1-2-1 basis has a huge impact on that perception of us as a brand and on whether we can meet our aspiration of making people feel like part of our community
Talking points:
To illustrate these buckets, I’d like to share with you some real examples:
First example, is a care example that underlines the importance of us being able to pick up and turnaround any MOT care issues quickly
In Samatha’s case, she arrived to her Airbnb late one night to find it didn’t meet her standards. You can see her tweet here: I”m stranded in Toyko at 12am, airbnbhelp plz help!
Due to having 24/7 support, we were able to pick this up quickly, got the information we needed from her from DM, understand what she needed, solved the problem and ultimately turn the situation around and here you can see her response: thank you for being life savers, and calling out the team member who helped her.
The takeaway here is how important it is to catch those MOTS quickly and deal with them appropriately.
Talking points:
The 2nd example is a community outreach example that illustrates the importance of showing we care during times when our community needs us, this is about knowing how to respond to incoming 1-2-1 queries but also being more proactive in OB communication
For example, over this summer we sadly had a lot of forest fires in NA as well as some floods, in this example, Clare reached out to us to ask how we were supporting the floods in Louisiana
The social care team worked with our comms and internal disaster team and quickly spoke to our community and advised that we would be supporting by opening up the disaster response tool which means that hosts can house displaced residents w/o Airbnb fees/ no charge from host
You can see a response from a member of our community…
So, the learning here is being there when needed, having an answer and showing we care
State of emergency...
Talking Points:
The 3rd example is a surprise and delight example. And this example illustrates that sometimes it’s not always clear what action we could take but it’s clear there’s an opportunity to engage/help turn a situation around… a great opportunity to surprise and delight for us to engage with our community and build a relationship.
Take for example, the story of Stowford & Phil and a longtime host of ours Phil. Stowford is the long suffering turtle of Phil
Phil put this ask out on Twitter…I won’t read this one out like the last one, I’ll let you do that… (pause)
Sooooo, basically, some Airbnb guests didn’t realise that by turning off certain switches while staying at Phil’s that they were actually turning off Stowford’s heatingin his tank and putting him at risk….
We reached out to Phil asking how we could help and he declined saying no real way we could, but we decided to try and address this situation somehow, showing that we care…
And sent the following to Phil: a dummies guide to turtles and tortoises for Phil’s future guests!
The insight here: look for opportunities where you can proactively reach out to users make them feel special no matter what the situation
Talking points:
So, to sum up, For Airbnb, our users/community are turning more and more to social. 1-2-1 social incoming volume is huge and is continuing to grow fast
The diversity of queries is vast, timeliness to respond is key and our users’ expectations are high as they should be.
And what we’re seeing is that we’re not just seen as a customer care team, we’re really seen as the voice of a brand Airbnb: huge opportunity and responsibility for us but also a huge opportunity
So, for us, 1-2-1 interaction on social is about being there when our users/community need us most, it’s about showing we care, it’s about building relationships and building a community of fans/advocates for life.
We feel that’s what will be our differentiating factor, that’s the power of 1-2-1 social care.
I’ll leave you with the words of one of our community members (Ellis Boyle): (show up and read tweet) which summarises nicely what we’re trying to achieve at Airbnb:
Thank you.
At Hawaiian Airlines, we’re welcoming, authentic ambassadors of our home, Hawaii - which is made up of 8 islands and we operate 170 daily flights between the major islands
Since Hawaii is our home town, we promise to offer authentic Hawaiian hospitality to our guests
We want our guests to experience the sights, sounds, and Aloha spirit of Hawaii at every touch point long the customer journey
Being a leisure carrier centered around a destination, our network and average traveler is different from larger carriers such as Delta and United as well as airlines similar to us such as JetBlue and Alaska Airlines.
Network wise, we have routes serving New York City to Beijing with 19 mainland and 13 international daily direct flights to Honolulu and 170 Neighbor Island flights a day.
Our inbound traveler traveler from North American and our International Destinations are either visiting Hawaii for the first time or visit twice a year. Many are celebrating milestones like Honeymoons and family vacations.
Our Neighbor Island travel are mostly made up of locals who use us to commute. They are very familiar with our company and most are HawaiianMiles (our frequent flyer program) members.
What this mean to the social media marketing team?
For those inbound travelers, we’re more experiential than transaction. Meaning people are traveling on us more so for pleasure than business.
For the local traveler, they depend on us for getting to their job or to see their family.
Our travelers are not turning to social for customer service as much as business travelers do, but when they do it’s important that they receive high quality service since their reasons for travel are much more personal (and perhaps a larger investment).
For the local traveler, it’s important that we understand who they are and why they depend on us. It’s important that they trust us and are proud that we’re their hometown carrier.
To give you an overview, we have three Facebook pages - an English facing page, a Japanese and Korean page, five Twitter channels - one main branded channel along with a few other focuses channels and one in Japanese and Korean, a Weibo and WeChat page, an Instagram page and a YouTube page.
This is all ran by two full time employees - who do everything from content creation, customer care, and overseeing international agencies who manage our international pages.
By identifying the attributes of our guests, we’re able to build our content and customer care strategies, but it’s a balancing act.
When it comes to our content strategy, our objectives are to
Acquire new audience members
Keep our audience engage by enticing them to perform a social actions such as Sharing, Commenting, and Liking
Increase brand awareness by targeting the right audience members through investing in Facebook and other social media ads
Educate prospecting travelers by serving content that showcased our service and more so our destination from a local perspective
When it comes to our social customer care or community management, our objectives are to
Acknowledges customers when they speak to us
Retains existing members by remaining highly responsive
Carries through our brand promise of authentic Hawaiian hospitality in each 1:1 interaction
Positively influence public opinion by engaging with customer in a transparent, helpful way
Remain competitive by constantly improving social customer care processes
We know what our objectives are, but when it comes to tactics, we’re still refining our approach
We’ve able to manage customer care at the moment with two employees because the volume isn’t high
When examining the inbound volumes of the Twitter channels of our competitors we saw as much as 80% less inbound message come in and even more compared to a legacy carrier like United
This could be due to the attributes of our guests or the fact that we don’t promote our Twitter channel as a customer call center like many other airlines do today
That being said it doesn’t mean that volume is remaining flat year over year. We’re seeing a slow growth of customer issues come through social, and we’ve tried to adapt
When we looked deeper into the overall volume of inbound messages, we see that unique customer interactions are fewer than the overall volume
As you can seem, in August we saw about 275 unique 1:1 customer interactions
We label customer service interactions with an issue label
Usually issues are around Reservations, Delays, and Baggage Claims make up most of the issues we see, but there are times when other issues pop up
During this particular month, we experience a PR flare up around our surfboard policy
Despite having less customer service issues and overall inbound messages, our team of two has to be monitoring 7 days a week 8am - 11pm HST
On the customer care side, these two members act as a triage center for all customer service issues since they are not customer service agents and I’ll go into this limitation on a later slide
Our social media team predominantly focuses on managing the outbound content
Our content is core to our social media marketing strategy
We believe it’s what keeps our audience engaged while showing how Hawaiian Airlines is the only airline serving guests with authentic Hawaiian hospitality.
In August, we published 146 pieces content through our English Facebook, Instagram, and Twitter.
As you can see by the Content Labels, we had a mix of content - Archive photos for Thursdays, general photos of Hawaii, our fleet and employees, fare promotions, information about our loyalty program, and destination related content from our website
We’ve integrated videos and influencer marketing in to our content mix, but with a team of two, we really depend on post analysis to look at what types of content performs well in each channel.
At times, it does get overwhelming toggling between the content and customer care
Which brings me to talking about how organizing one's social team impacts results.
With our current structure, our two full time employees aren’t able to deliver fill customer service, from pre-trip to post-trip issues, along with real-time issues - making it impossible for us to turn our Twitter channel into a call center
Despite being training on our Terms and Conditions, Contract of Carriage, and HawaiianMiles program, our social media team works in a silo
We’ve made some progress in improving the triage process by making it more streamlined by gaining access to various customer relations management systems or refining communications processes across the company
From a customer standpoint, resolutions aren’t always done seamlessly when reaching out to us via social
That being said, we’re moving towards capitalizing on future opportunities
Currently, we’re working with the Customer Contact team to build the case toward breaking down silos so we could perhaps add a social media channel to our customer service operation
Right now, we’re in the analysis phase of mapping current process, tracking volume and issue by type, and tracking time to resolution
Then we’ll use projection models to determine investment levels as well as organizational restructuring
Eventually I would like to see us move away from a gatekeeper type structure to a hub and spoke model where the social media team serves as the channel owners but train others on that channels so it can be used for customer care and other functions like HR recruitment, employee engagement, etc.
And we’re doing so because as a company we care about the customer journey at all touch points and we want to remain consistent in the delivery of the authentic Hawaiian hospitality
For us, delivering Hawaiian hospitality is important to us because we consider ourselves ambassadors of Hawaii. We want our guests to experience the sights, sounds, and Aloha spirit of Hawaii.
It’s that Aloha spirit that drives our unique brand of hospitality and our brand itself
We show Aloha by welcoming our guests warmly, sharing with an open heart, and treating them with kindness, tolerance and understanding
By having a brand promise like this, it’s even more important that each touch point along our customer’s journey is infused with Aloha, and sometimes there are moments along that journey when that isn’t the case, but in the social space we opportunities to win customer back.
I have an example of those small win-backs that speaks volumes when does with a little Aloha
Guests sent us a private message through facebook, saying that he forgot his iphone on a flight
Filed a report when he arrive at our baggage claim
Called baggage claim and encountered a less than stellar process that required the guest to give his password over the phone to the agent.
The guest felt that the agent was rude and not understanding when the guest refused
Guest turned to social to air frustration
We went back to baggage claim shared the message with the team there
They confirmed they have the phone and we advised that they make an exception about requiring the password in order to release the phone
The guest wrote back to us saying I contacted you on Facebook was professional and got the job done. Thanks a million.
End with a expert for a piece of legislation that was enacted in Hawaii in 1986 and that’s the Aloha Spirit Law