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AdvancedSocialMediaMarke0ng:APrac(calApproachforBusinessApril22,2016

Today’sAgenda9:00AM SocialMedia2016–What’sNew?10:15AM Break10:30AM GuestSpeaker:SocialMedia’sImpactonMarke0ng12:30PM LunchBreak1:15PM Crea0ngaSocialMediaMarke0ngCampaign:BestPrac0ces2:15PM Break2:30PM FinalProjectPresenta0ons–Part13:30PM Break3:45PM FinalProjectPresenta0ons–Part25:00PM ClassEnds

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SocialMediaBestPrac0ces

LinkedIn:ProfileSummary

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LinkedIn:ProfileSummary

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FBFundraisingCampaignNon-Profit:HeiferInterna0onal•  Spent:£2,800onFacebookAds•  Reached:6.4millionUsers•  Engaged:1,000sofLikes&Shares•  Effect:30Dona(ons•  ROI: £13.50spentforevery£1raised

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TwiYer&YouTube:#SaveSmarterCompany:AvivaUK

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#SafeSmarterCampaign

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16hYps://twiYer.com/AvivaUK/status/715801605874909184

FB:“Sustainability”Approach

17hYps://www.facebook.com/Aviva/?brand_redir=110617675665050

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UseHumor

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Maersk:SocialMediaStrategy•  Strategy:Tellstoriesaboutthebusiness–  Eachsocialchannelhasitsownapproach

•  ROI:–  Increasedbrandawareness– Higheremployeesa(sfac(on– Newmarketinsights–  Closertocustomers

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MaerskCampaignExample•  Story:HowMaerskshippingcontainersnavigatethefrozenBal(cSea

•  Campaign:FB>LandingPage>(Gated)Brochureonan(-freezeservices

•  ROI: 150“HotLeads”passedtoSales

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MaerskSocialMediaStrategy:EachMaersksocialchannelhasitsownapproach

–  Instagram:Followerscanpostpicturesofships,#Maersk–  LinkedIn:Maerskpostsar(clesaboutworkculture&jobs

OutcomeStudy:MaersksecondonlytoLegointermsofFBengagement(1.5mFBfans,15%customers).

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Maersk:OurSocialMediaChannels

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Maersk:EmployeeAdvocacy

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YouTube:Recrui(ngwithVideo

hYps://www.youtube.com/watch?v=0i7yjabtBs839

PersolSunglassesonInstagram

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PersolCampaign•  ThecampaignputsusersintheshoesofFrankieMalone,arebelseekingtooverthrowaregimethathasoutlawedfreethoughtandstampedoutindividuality.

•  IllustratorJonathanBartleYisdrawingthenewscenesaqeruserscollec0velyvote,withlikes,forhowthestoryshouldproceed.

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AppleNowonSocialMedia

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Apple“MillennialAmbassador”,teachesatUCBerkley:

TaionSlideshare

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Facebookhasthemostac(veusers

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Today’sAgenda9:00AM SocialMedia2016–What’sNew?10:15AM Break10:30AM GuestSpeaker:SocialMedia’sImpactonMarke0ng12:30PM LunchBreak1:15PM Crea0ngaSocialMediaMarke0ngCampaign:BestPrac0ces2:15PM Break2:30PM FinalProjectPresenta0ons–Part13:30PM Break3:45PM FinalProjectPresenta0ons–Part25:00PM ClassEnds

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The12CommandmentsofSocialMedia

Thoushalt:1.  Determinethyorganiza(on'sgoalsforsocialmedia.Socialmediashallbeemployedunderaflexible

plantomeetthosegoals.2.  Knowthytargetaudienceandcommunity.3.  Knowthyorganiza(onalcultureandvoice.Speaktoyouraudienceinyourvoice.4.   Listen.Ifyoudonothingelse,listentowhatpeoplearesayingaboutyourorganiza(on,productsor

services,compe(torsandenvironment.5.  Besocial.ItiscalledSOCIALmedia:Engageyourcommunity.6.  Bepa(entbutmeasureresults!Progresstakes(mebutmustbemonitored.7.  NotaYempttobeoneveryplauorm.Priori%zeonthesocialpla-ormsthatmeetyourobjec4ves,

audience,andresourcesbest.8.  Beauthen0c24/7/52.9.  Showthypassion.Involveyourstakeholdersemo(onally.10.  Beconsistentwithmessage,principlesandtone.11.  Producegreattargetedcontent.12.  Usegoodmanners.Ifyouareangrydelayyourpostortweetandreaditagainbeforepos(ng.

52Source:ProfessorGarySchirr;LinkedInBlog;witheditto#7.

NataschaThomsonNaThomson@Marke(ngXLerator.com@NaThomson+1(925)519-8111

Marke0ngXLerator.com

Over15yearsofB2Bmarke0ngexperienceinGlobal2000andstartupcompanies.CustomersincludeSAP,EMC,Polycom,SLAP,andLookingGlass.

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