DI 101 Training UK

Social Media + Digital Marketing = Word of Mouth

Digital Influence 101

01 Why Does Social Media Matter?

Some BIG Figures.

• 684,000,000 - the number of

visitors to Wikipedia in the last year

• 412.3 years - length in time it

would take to view all content on

YouTube (March 2008)

Some BIG Figures.

• 77% - percentage of active Internet

users who read blogs

• Number of tweets to date

http://popacular.com/gigatweet/

A Sellable Product For All Clients

• By being able to offer a basic low

investment package of social media

mapping and blogger engagement,

we can build clients’ understanding

of digital’s importance for their

brands.

Our approachENGAGING

• Co-creation Program me Design & Management

• Live Community Events

• Video Content: Viral, Episodic, Broadband Channels

• Community Design & Management

• Blogger & Influencer Engagement Programs

• Social Network Activation

PLANNING

• Influencer Engagement Plans

• Network Maps

• Visibility Plan

LISTENING

• Conversation Snapshots

• Live Listening Posts

• Crisis Monitoring

Our promise: amplification

Awareness

Consideration

Engagement

Loyalty

Conversion

Make people aware of brand, product or issue

Educate people and begin to demonstrate the relevance

Get people involved through spending time and interactions.

Motivate people to openly support you, contribute something, share WOM

Convert people to Promoters & loyal customers

Viral videos, games, display advertising, blog outreach, SEO plus

Brand Web sites, syndicated content, new media desk & room, social media outreach

Brand Web sites, contests, blogs, games, social network participation.

Blog summits, Blogs, vlogs, social network groups, blogger relations. Share-able programs

Fan activation centers, co-creation programs, communities

Communication Goal Potential Tactics

WHY?

FreeMantle Media – Radian6 Snapshot

FreeMantle Media – Radian6 Snapshot

FreeMantle Media – Radian 6 SnapShot

FreeMantle Media – Radian 6 SnapShot

Lexis Nexis – Radian 6 Snapshot

Lexis Nexis – Radian 6 SnapShot

Lexis Nexis – Radian 6 Snapshot

“I believe both are great resources for Legal researching. I haven’t dealt with West Law as of yet, but Lexis Nexis is awesome! The site is updated constantly, you can find anything!” – Yahoo Answers

Costing It Up

• We can provide a live listening post using

Radian 6 + Technorati and Google Blog

Searching on a monthly basis.

• Cost: £7500 Per Month.

– Based on a Live Listening post set up for 3 different

categories on Radian 6 (e.g. 1. Brand, 2. Topic, 3.

Competitors)

– 50 Hrs Per Month for an Acc. Mgr/ Acc. Exec.

(Dell deals Twitter screen)

Media (Consumer Generated & New Media)

Social Networks

Broadband Media

SearchSyndication & Delivery

Multimedia Sharing

02 What’s so hard about influencer outreach?

Best Practice Blogger Engagement

1. Do Your Homework

2. Engage. Don't Pitch.

3. Write The Perfect Email.

4. It's Not Their Day Job.

5. Follow The Code

Simple Reach

•Page Impressions

•Visits, Unique Visitors

•Emails opened, click-throughs

•Videos viewed, audio plays

Search Visibility

•Higher search results

•Greater search results “share”

•3rd party results

Reach

Word of Mouth

•Number of Mentions, Posts, Comments

•Tone: Positive, Negative, Neutral

•Conversation Index

•Recommendations

•Mentions-per-user

•Send This To A Friend

•Inbound links

Site Activity

•Time spent on site

•Number of Interactions

Engagement

•Sales

•Subscription

•Registration

Conversion

Measurement Ingredients

What should I do immediately?

• Save Time . . . RSS Reader

• Network 24/7 . . . LinkedIn

• Bookmarking 2.0 . . . del.ico.us

• Claim Yourself . . . Facebook