Social Media Boot Camp The Roi Of Social Media Participation

1Sterling Cross Communication - Traditional Storytelling Integrating Today's Technology - www.sterlingcrossgroup.com

Your Presenter:


Christopher Lower, Director of Marketing & PR, Sterling Cross Communications

Chris’s Background:• 17 years of Marketing, Sales, & Copywriting • 10 years of focus on emerging web technologies and their use in

marketing – Blogs, Podcasts, Viral Campaigns, Social Media (MySpace, etc.), Wikis, Web Video (YouTube, etc), webinars, RSS and more.

• Worked for such companies as Disney, Toys R Us, Starlog Franchise Corporation, Build-a-Bear Workshops, Zeiss Microscopes, & Champp’s Americana.

Sterling Cross Communications:• 7 year old Public Relations, Social Media Relations, & Marketing Firm• Local, National, & International Clients in Professional Services, Luxury

Goods, Retail, Hospitality, Gourmet Food & Wine, Professional Chefs & Catering, Consumer Goods, Children’s Products & Toys, Trends, Technology, IT, Medical Device, Human Resources & Recruiting, and Media.

Agenda:1. Welcome & Introductions2. How Powerful Is Social Media Today?3. Review of Social Media & Terms4. Integration of a Social Media Campaign5. Base Business Initiatives6. Time Management in Campaigns7. ROI & ROP8. Strategies for selling Social Media to decision

makers as well as clients.I welcome questions during

each section of the presentation


How Powerful is Social Media:


• The recent study by Chadwick Martin Bailey and iModerate Research Technologies found that consumers are 67% more likely to buy from the brands they follow on Twitter, and 51% more likely to buy from a brand they follow on Facebook. Moreover, they’re 79% more likely to recommend their Twitter follows to a friend, and 60% more likely to do the same on Facebook.

Review of Terms?:


• Friends & Followers -• The audience – these people have chosen to sign up to

listen to what you have to say.• Opt-in –

• A conscious choice to participate in a conversation, or to receive messages and information.

• Engagement – • The act of participating in the conversation streams that

are happening across social media platforms.

Review of Terms?:


• Transparency/Authenticity –• The degree of authenticity and truthfulness in your

message, purpose, and intention in your online dealings and actions.

• Conversion – • Moving the audience from interested listeners to a desired

action, such as purchasing, etc.• Linkback –

• Instances where your social media sites (and others) link back to your site.

• Going Viral –• The potential for your message to spread quickly on the

internet.

Integration of a Social Media Campaign:


• Strategy – focus must be developed• How will it work with your other marketing

tools – combine with print & web• Using built in integration components of the

tools• Linking & RSS• Calls to action/conversion points to move the

audience around your marketing

Base Business Initiatives:


• Ideation for campaigns• Cadbury Gorilla - http://www.youtube.com/watch?v=DBwnKQEJkiM

.• Will it Blend - http://www.youtube.com/watch?v=DLxq90xmYUs.• Cocaine Toilet - http://www.youtube.com/watch?v=cgQIZMqYqLw.• Punch Pizza - http://www.flickr.com/photos/punch_pizza/.• moto-i – http://www.twitter.com/motoi2go.• Comcast – http://www.twitter.com/comcastcares• California Open Source Textbooks (COST) -

http://www.opensourcetext.org/.• Coca-cola’s YouTube Channel -

http://www.youtube.com/user/cocacolachannel?blend=1&ob=4

http://www.youtube.com/watch?v=DBwnKQEJkiM

http://www.youtube.com/watch?v=DLxq90xmYUs

http://www.youtube.com/watch?v=cgQIZMqYqLw

http://www.flickr.com/photos/punch_pizza/

http://www.twitter.com/motoi2go

http://www.twitter.com/comcastcares

http://www.opensourcetext.org/

http://www.youtube.com/user/cocacolachannel?blend=1&ob=4



• What are your goals for Social Media??

• PR & Advertising• Sales• Customer Retention• Customer Service• Market Research• Recruiting/Hiring• Screening



• What can I measure??• Followers/Friends• Clickthroughs – Search Engine

Optimization (SEO)• Sales• Customer Retention• Online Reputation• Testimonials/Reviews

Let’s Look at an Example:


• The company: Rose Associates, an 80-year-old real estate marketing and management company based in New York City. Rose has 200 employees and manages some 20,000 luxury apartment units.



• The idea: Bob Scaglion, Rose's senior managing director of residential marketing, uses Twitter's search function for lead generation, which works well, because people often send messages about apartment hunting travails. "Our clientele is young and upwardly mobile," he says. "Twitter is where they are." The easiest way to find customers who are looking for what you sell is to go to search.twitter.com and start typing in keywords. Rose uses 10 key terms, like New York City apartments, moving to New York City, and no fee rentals. When a person uses one of these phrases, someone in the company's marketing department sends a reply message like the one above with a link to Rose's apartment listings. Unsolicited messages from strangers might sound creepy, but such is life on Twitter.



• The result: No followers? No problem! Rose has only 200 followers on its Twitter account but generates 100 leads a month by sending a few targeted replies every day. Scaglion says roughly half of those leads convert to actual rentals, which is pretty good, given that the program costs almost nothing.

• How to find leads faster: There are dozens of Twitter applications that can continuously search Twitter and alert you when a keyword is used. Scaglion's company uses an application called TweetDeck and a Web service called DemandSpot, both of which are free.

Time Management:


• Strategy

Time Management:


• Propagators & Aggregators – Tools• Hellotxt• Friendfeed• Tweetdeck• Hootsuite

Example 2- A more complex plan:


• Is it just about Sales??• Building Awareness• Building Community• Resident Retention• Customer Service• Social Media as an Amenity?http://www.lyricliving.comhttp://twitter.com/lyriclifestylehttp://thelyriclifestyle.wordpress.com/http://www.facebook.com/pages/

Saint-Paul-MN/The-Lyric-at-Carleton-Place-Apartments/303387075690?ref=nf

ROI & ROP:


• Targeted & Untargeted engagement• SEO• Reputation management/Brand awareness• Warm Lead Sales Structure• Database Build• Return on Participation (ROP)

Strategies for Selling Social Media:


Obtaining Buy in from the C-suite & Customers–1. Cost Savings v. Traditional Media2. Measurability3. Market Research/Marketshare4. Customer Service, Loyalty, & Engagement5. Opt-in List building6. Control of brand by losing control.

Are Your Brains Full Yet?


Q&A

Thank you for listening to us rant!


• Please take 2 minutes to fill out the survey sheet, and turn it in for a drawing for gift cards to Kitchen Window in Calhoun Square.

• Feel free to check us out at:• www.abovethebuzz.wordpress.com• www.twitter.com/MrChristopherL

• Sterling Cross Communications would love to discuss any of the ideas and strategies presented here today, and can assist with the implementation and execution of any of the discussed technologies! Let’s grab coffee!

• To contact us please call: 763-496-1499• On the web: www.sterlingcrossgroup.com