Social Media in 3-D at #MPF11

#MPF11

@gbhalla @gbltd @douglassorocco @dunlapcodding

@alicegrey @dixonhughespllc @paul_hastings

social media in 3-D:a practical guide

#MPF11



three phases of social media usage:

1. trial 2. transition 3. strategy

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the staggering rise of internet use hascreated seismic shifts in behavior.

we’ve changed.

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…but the unanswered question hasbeen, “are your buyers searching

for you online?”

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finding and choosingprofessional serviceson the internet

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there are six billion searches on150,000,000 websites and

200,000,000 blogs every day!

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we know our buyers are lookingbut how do they find us?

#MPF11 @gbhalla @gbltd -- @douglassorocco @dunlapcodding -- @alicegrey @dixonhughespllc -- @paul_hastings

#MPF11


@alicegrey @dixonhughespllc @paul_hastings#MPF11 @gbhalla @gbltd -- @douglassorocco @dunlapcodding -- @alicegrey @dixonhughespllc -- @paul_hastings

the first dimension: integration

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1. create pre-event buzz2. engage during the event3. continue the dialogue afterwards

social and digital media can amplify yoursignal

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traditional, offline promotion is episodic with aprecipitous drop post-event

EVENT

save--the-date postcard/email

invitation bypostcard/email

event networking

follow-up calls

TIME

RE

AC

H

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digital tactics amplify pre-event buzz…



EVENT

event networking

follow-up calls

TIME

RE

AC

H

link on website

posts on assn/member sites

event microsite

sem

post on social networks

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EVENT

and enable broadcast messages during event



follow-up calls

TIME

RE

AC

H

link on website


event microsite

eventnetworkingtransformed

EVENT• updates via social networks and blog posts• document event with content polls, photos, podcasts and interviews


sem

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EVENT

creating a long tail post-event, multiplying investment



follow-up calls

TIME

RE

AC

H

link on website


eventnetworkingtransformed

EVENT• updates via social networks and blog posts• document event with content polls, photos, podcasts and interviews

conversation continued on microsite viaemail followupand drive-to-site marketing

webinarsbased onevent content

updatesvia socialmedia andblog posts


event microsite

sem

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an award-winning,integrated campaign

the challenge:• increase its brand awareness for recruiting purposes at

universities across the south• stand out in order to attract the best and brightest

real work + real fun: a recruiting campaign

#MPF11



the challenge:• increase its brand awareness for recruiting purposes at

universities across the south• stand out in order to attract the best and brightest

real work + real fun: a recruiting campaign

#MPF11



the solution:• an edgy, authentic and campaign that communicated in a

way that connected with a 20-year old target audience• incorporated print, an interactive website, social media

applications, video and display fixtures for live events

budget - The overall budget for the re-branding developmentwas $50,000. The actual expenses were $48,000.

scope - The project included the initial research,development of creative strategy, website, socialmedia applications, display fixtures and brochure.

the campaign

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key attributes: Students chose Dixon Hughes because it offeredthe resources of a national firm but has a friendlyintimate atmosphere. Growth opportunities areimportant in selection of where to begin career.Students desired mentoring to help them developprofessionally.

awareness: Students were not as familiar with Dixon Hughes asthe national firms. We found that professors weremost familiar with the national firms, so those werethe firms they endorsed. We adapted the project toinclude the professors in our target audience.

insights

• leverage the firm’s brand platform using attention-grabbingimages and visual metaphors

• concepts highlight current employees in the brochure andvia video and social media on the web

• factual attributes such as growth and focus are backed upby firm statistics . . .

• . . . combined with more personal attributes such asrelationships and comfort which are supported by employeetestimonials

the strategy

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• The website serves as the central hub of information for the campaignand features live twitter feeds from the employees, employee videosand links to social media sites such as YouTube and Facebook.

• Web videos take a fun approach to communicating what it is like towork for Dixon Hughes.

• Both the brochure and videos use the brand strategy of word pairingsto create a connection between the firm attributes and real people.

• To complete the synergistic approach, the same employees who arefeatured in the print and web tactics made personal visits to recruitingevents and career fairs. These personal visits authenticated ourcommunications and truly brought the campaign to life for our targetaudience. Students often commented on the latest twitter feeds andmade reference to employees’ hobbies and interest which facilitated apersonal approach to making career decisions.

the tactics

#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs






#MPF11



objective #1• Monthly web site hits increased by 64%. Average time on the

site increased by 23%.• Students who stopped by recognized the familiar faces from

the website and almost always made reference to tweets orinteresting facts on the website.

• We had the opportunity to interview students who wepreviously would not have had the opportunity to interviewbecause they would have only interviewed with the nationalfirms.

objective #2• The average GPA for full time hires remained 3.7.• The percentage of acceptance of the offer remained the same

in this tough market.

the results

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the second dimension: intelligence


Case Study: Technology Industry Group

- mining social media


What is social media intelligence?




What is social media intelligence?

“Social media intelligence is the combination ofquantitative and qualitative insights gained from

monitoring a specific brand, competitors,product, service, or subject matter in social

media. All in real-time.”


Social Intelligence Drivers

• 500 million users who collectively spend over 700 billionminutes a month on Facebook

• Of the total number of conversations about your “brand”,1 out of 10 are actionable – meaning they need to beresponded to. - 2010 Position² social media data*

• Corporate America is creating “Social Media CommandCenters”.


Case Study:Technology Industry Group


Take Inventory & Gather Intelligence


Tools


400%increase

Projected1.6MMusers

LinkedIn Network




Sites and Blogs


Blogs


Technology Tag Cloud


Risk/Issue Cloud


Results

• Ahead of trending issues

• Tripled our network contacts

• Identified client risks

• Increased practice penetration

• Focused client outreach

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the third dimension: insistence


(Client:PleaseQuitTalkingtoMe!)


400+SocialMarke<ngSites

400+NewWaysforClientstoContactMe


WhyDon’tThey…call,write…?

Leavemealone!


Doug’sLaw:Clientswilladoptthemediumforcommunica<onthatismostconvenientandfamiliartothem…andtheleastfamiliarandconvenienttoyou.Oh–itwillalsobetheleastsecure.Andnotmakesense.


“Noway!Urkidn’gme!

w00t!”‐StartupCEOtextgivingmese<lementauthority.

(“w00t”=exclama<onofjoy.)


Bingo!Ihaveagreatidea. Patentit!

X=Y,3#‐9/23 Q.E.D.–freeenergy!

Viafax…


“I’llsendyoustuffwithmysupersecretaccountandlabelitwiththetag“hdey7G53f44lf”–followit,reviewit,andletmeknowwhatyou

think.”(Everymorning,ofcourse.)


“Idon’twanna.”


Iwill!*

*Aswill3,093,938,456,345currentlawstudentsintheUS

www.greenfieldbelser.com

[email protected]

www.greenfieldbelser.com/blog

@gbhalla or @gbltd

www.youtube.com/greenfieldbelser

www.facebook.com/greenfieldbelser

www.dixon-hughes.com

[email protected]

www.dixon-hughes.com/recruit

www.alicegreyharrison.com

@alicegrey or @dixonhughespllc

http://www.youtube.com/user/DixonHughes

www.dunlapcodding.com

[email protected]

www.dunlapcodding.com/phosita

@douglassorocco or @dunlapcodding

[email protected]

@paul_hastings

Business

Social Media in 3-D at #MPF11