Heartland deck

Heartland deck

• 1.
  Kelly Olexa
• 2.
  The Social MediaRevolution
• 3.
  “New Media Strategieshas changed the jargon of Web 2.0” - wired magazineExecutive SummarySolely dedicated to social media since 1999. Founded by political pollster Pete SnyderTen Years10+Of innovation and defining social media marketing, metrics and best practicesNinety EmployeesArlington, Los Angeles, New York, Chicago, North Carolina and San Francisco90+Fifteen Hundred CampaignsExecuted by NMS’ subject-matter experts across more than 60 industries1,500+
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  Select ClientsTelecommunications
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  Tobacco
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  Automotive Manufacturing
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  Energy
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  Federal & StateTaxation
• 9.
  Chemical Production
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  Environment
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  Pharmaceutical
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  Media & Entertainment
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  Electoral Politics
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  Labor
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  HealthcareEntertainmentCorporateCorporatePublic Affairs
• 16.
  Business & PublicAffairs ExperienceMajor Garment Producer Facing Activist-led Boycott of GoodsTobacco Company Whose #1 Product is Facing Potential FDA BanCountry’s Leading Private Company Under Attack By Environmental Activists and the MediaTrade Association Whose Members are Targets of Public Health, Environmental and Parenting Activists + more bipartisan online talent than any firm in the country industry + over 10 years of experience = expertise on wide variety of challenging issuesAccounting Firm Embroiled in Lehman Brothers Collapse; Facing Congressional Investigation
• 17.
  Using Social MediaEffectively for Business:The NMS Approach
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  NMS Service OverviewPROMOTEDigitalPublic Relations – Blogger EngagementSocial Media Activation and AdvocacyGrassroots MessagingANALYZEConsumer Analysis and Communications InsightsMeasuring EngagementCompetitor ResearchPROTECT – Wikipedia Management and Strategic ExecutionEarly Warning Monitoring and Strategic Rapid Response
• 19.
  Integrated ApproachBrandVIDEOSCreative OptimizationPlatformOptimizationPHOTOSARTICLESGIVEAWAYSPROMOTIONSBlogs & WebsitesMessage BoardsSocial NetworksAsset SharingInformation SharingGeo-Social Platforms
• 20.
  Current State ofSocial Media
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  Where We’re HeadedFacebookis now the most visited site on the internetAnd is also the fastest growing search engine51% of Facebook users said being a fan increased purchase intent, 67% of Twitter followers said the same79% of Twitter followers reported that they were more likely to recommend a brand they followed, and 60% of Facebook fans said the same93% of social users expect their brands to have a presence in social, and 43% expect a brand to help solve product issues**Cone’s 2008 Business in Social Media Survey
• 22.
  Best Practices11
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  Organizational Best PracticesChoreograph,don’t just CoordinateEvery large organization is siloed, but the best ones learn to create persistent channels so groups can amplify each other’s effortsTrain. Everyone.At least make it clear that there are better ways to impress your friends than going roguePlaybook approach makes it easy for all employees to get a handle on what to say, how to say it, and what is appropriateFlatten your AssetsEverything created by one group can likely be used by another to engage an audience in social – make it easy to discover and share across the companyTrack and Share ContactsAs important as what you’re saying is who you’re saying it toMake sure your tracking and reporting can keep track of correspondence and editorial history
• 24.
  Applying Social Mediaat the Organizational LevelYouYour CompanyYour TeamFriends, Families, ColleaguesTarget Audience(s)
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  Selling to theC-SuiteRecommendations on Tapping the C-SuiteEducate: Nearly 75% of business leaders say they are actively learning about social media. Don’t get left behind: Educate yourself in the best practices and nuts and bolts of social media. Join The Word of Mouth Marketing Association and track breakthroughs and developments in the social media space.Start Small and Record Victories: 63% of business leaders believe social media isn’t just a fad. Minimize risk and maximize results by launching a pilot program that is manageable and scalable. Reduce uncertainty surrounding social media by executing a small starter project and document successes.Encourage Company Enthusiasts: Leverage positive company social media groundwork by socializing results throughout the company.Sell on a Personal Level: To start, sell to stakeholders individually. Lay out a snapshot of what competitors are doing in the space, and always keep key statistics close at hand. 44% of business leaders feel they are falling behind their competitors in social media executions. Reassure the Management with Expert Help: The majority of business leaders believe social media is an appropriate and necessary first step for their company. Avoid panic and uncertainty by bringing in outside experts to handle the scope and executions. *5 Steps to building a company wide social media plan, How Business Leaders view social media, Selling Social Media Upstairs—Smart Blog on Social Media and Smart Brief on Social Media
• 26.
  Social Media: Wherewe’re headedMobile80% of smartphone users consume mobile media
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  91% of momsnever leave home without a mobile device
• 28.
  Social web isdriving mobile data usage – extensions of existing services, vs. pure standalone appsSocial SearchSearch is now trending away from paid and towards organic & social
• 29.
  Twitter has announcedthat it will index links, allowing to rank by popularity, query, and sharing
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  Facebook users share28 million pieces of external content a month, which can be indexed
• 31.
  Top traffic driverto CafeMom is Facebook, to SomEEcards is TwitterAugmented RealityAbility to overlay digital information wherever the consumer is
• 32.
  Rapidly developing spacewith significant usage expected by mid 2010
• 33.
  Able to connectusers directly to community
• 34.
  Social recommendations +Mobile Outdoor = opportunityCase Study: NBCCHALLENGEReinforce NBC.com as the official home of NBC and differentiate it from other sites hosting NBC programming
• 35.
  Drive awareness ofNBC.com’s multi-function, multi-use full episode technology (streaming, HD, subscriptions, downloads, mobile)
• 36.
  Inform viewers ofNBC’s accessibility everywhere: on-air, online, mobile, OOHEXECUTIONInteract with targeted series specific viewers (29 different series) through word of mouth messaging, digital PR and micro blogging, working to seed links and drive traffic to NBC.com
• 37.
  Manage the TwitterHandles for several of the NBC shows and the Facebook profiles/Fan Pages for many of the NBC showsRESULTSFACEBOOKTotal Facebook fans: 2,977,317
• 38.
  26 pages managedNBC.COMVIDEOFacebook is the #2 traffic driver
• 39.
  Twitter is the#6 traffic driverTWITTERTotal Twitter followers: 329,667
• 40.
  26 pages managedDIGITALNETWORK11,162 placements since May
• 41.
  200+membersSimple Rules ForOnline Politics: Colin Delany (NMS)Think about the ends before you think about the means. Think before you act: what is your goal? Who is your audience? Where can you reach them? Brilliance is secondary to persistance. Starting a revolution is great. Continuing that revolution takes work. You will only be successful with consistent interaction and engagement. Plan on this before you launch. Integrate, Integrate, Integrate. Make sure that your online efforts mirror your offline efforts for maximum efficacy. Links, Hashtags, URLs, make sure they are everywhere and are consistent. Check out www.epolitics.com for more information from Colin.
• 42.
  Discussion TopicsWhat toolsonline to use for intra-organizational training? (Yammer)What tools can be used for issue advocacy, to potentially influence the government or protest an issue?How to develop a grass-roots movement….encourage word-of-mouth discussions and sharing of content?
• 43.
  For more information,please contact Kelly Olexa:[email protected]: 224-699-9266