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Ford Social Media Monitoring Measurement and Campaigns
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Social Media Boot Camp SeriesModule 3
Blogging, Video and LinkedInWith Shane Gibson
@shanegibson
Types of ROI1. Reputation 2. Risk Reduction 3. Client Retention 4. Efficiency 5. Business
Intelligence
6.Differentiation
7.Brand Association 8.PR & Exposure 9.Immediate Revenue10.Long-Term Revenue
ROI Continued11.Supplier Capacity
Building 12.Perception Shifting 13.More & Better
Recruits 14.Innovation 15.Client Education
16.Staff Capacity Building
17.Network Growth18.Opportunity Creation19.Job Satisfaction
20.Trust Building
Measurement•Google Analytics•Hootsuite•Postrank•Klout
Postrank
Postrank
Sysomos – Media Analyst
Sysomos Heartbeat
Viral Heat
It’s about listening!
Business Intelligence
• Search.Twitter.com• Google Alerts• LinkedIn Groups, Questions & Network• Linkedin Signal• Blogsearch.Google.com• Customer/Community blogs and social networks• Competitor/Industry news, blogs, and social
networks
Blog.suggestionbox.com
Real-Time Feedback
Score Keeping?
Stakeholder Spotting
Tweets tell the future•Computer scientists studied 3 million tweets
•25 movies (including Avatar) •Tweet frequency could be used to accurately
predict the box office takings•Content of the messages predict ongoing
success. •"Our predictions were incredibly close," Bernardo
Huberman, head of the social computing lab at HP
Can we just not do it?
Get in the game
Campaigns/Events
“After accruing the initial 120 participants and an additional 144 engaged influencers, the word of mouth power kicked in, as those individuals, proud to have “earned” such special treatment, generated more than 4,600 tweets about the new route. This, in turn, led to more than 7.4 million impressions and coverage in top blogs and news outlets like the L.A. Times and CNN Money. And all it took was making those original 120 participants feel special.”
Porter Gale – VP Marketing, Virgin
Finding Influencers•Local Niche Bloggers•Journalists•Meetup.com Organizers•Back-links to local competitor or
topic specific sites•Use Twellow and Klout
Twellow.com
Canada’s Biggest Book Launch Party
(Until someone tells us otherwise)
Sociable! Book Launch
Launch Plan1. Identify Your Goal
2. Identify Your Target Audience and your Nanomarkets
3. Pick the Right Platforms
4. Map out Social Etiquette and Policy
5. Implement Listening and Engagement Strategy
6. Know Core Pains, Dreams, and Goals
7. Uniquely Communicate Solutions Mixing Marketing and Community
ResourcesDemo blog:http://socialized.me/ford Training site: http://socialized.me/fordtraining Social Media Podcast: http://closingbigger.net Socialized: http://socialized.me