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9797

Copyright © 2008 Amanda Vega Consulting, All Rights Reserved.

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Amanda Vega and Team

20 years online experienceBegan as a chat moderator MBA, Columbia UniversityOffices in 10 locations32 FT staff, 120 contractors: 15 countries/4 languagesPR, social media, web serviceswww.amandavega.comwww.PRinaJar.comPink Porsche owner, pug lover, red bottom shoe zealot

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The book and website

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The Social Media Bible - contributor

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Some of Our Clients

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Interesting Statistics Facebook would be the fourth most

populated place in the world. Easily beats Brazil, Russia and Japan.

80% of companies use, (or are planning to use), LinkedIn as their primary tool to find employees

Top 3 people on Twitter (Ashton Kutcher, Ellen DeGeneres and Britney Spears) have more combined followers than the entire population of Austria.

According to Socialnomics, if you were paid $1 for every time an article was posted on Wikipedia, you would earn $156.23 per hour.

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Social Media RealitiesCommunication to existing fans/friends is only ¼ of the programSocial is about interacting, not sellingShareable content > sales copyThe value of new fans/friends is specific• Facebook fan = $2.16• Avg spend of fan = $71.84 more

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Social media is about what you can do for your

customers, not what your customers can do

for you.

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Social Marketing defined

Fusion of sociology and technologyShifts from monologue to conversationAudience shift from consume to produceBrands can participate in existing talks

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SocialSphere

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Selling stories

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The Social Media Campaign

Image courtesy LaurelPapworth.com and PersonalizeMedia.com

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How Can You Play?BlogsPodcastsSocial Networking SitesWidgets/AppsTwitter, Yelp, Technorati, Digg, etc.Comment Marketing for PR and Reputation Management

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Typical Social Media Plan

Step 1: ListenStep 2: Create content documentStep 3: Create the plan/footprintStep 4: Assign personas/personnelStep 5: InteractStep 6: Track and regroup

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Step One - Listening

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Step 2: Messaging Document

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Step 3: Build Footprint

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Message Platforms

Female30’s

Stay at Home Mom Active Blogger

Existing Followers

Female40’s

Executive Mom Active Blogger

Existing Followers

Female/Male30’s/40’s

Busy WorkerActive Blogger

Existing Followers

Internal StaffPR Team RepVarious others

TBD

PUSHPush: Daily Blog, Video

Optimizations, Podcasts, etc….

PULLPull: Daily Comment Marketing,

Niche Social networking

Sites/Newsletters/Coupons, etc.

Step 4: Personas/Plan

BCFS Mom establishes a message platform – "personas" are selected to push or pull on topics they are already familiar withPersona is assigned “key subjects” – found through 100 influencers, internal teams and others who are within the target and activePersonas have plans that include PUSH and PULL activities, which are detailed by week

• Push involves all outbound communications such as blogs, podcasts, PR efforts, etc. • Pull includes all participation with other blogs, news stories, etc. which are managed by consumers. This

seeds conversations off the main site, allowing for organic grow

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Step 5/6: Talk and Track

Tracking Tools – we use Radian6

RSS Feed (manual)

Twitter Feeds

Tie into Google Analytics and SEO

rankings

Set site goals, traffic goals, store goals,

followers

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Step 5/6: Reporting

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How Can You Play?BlogsPodcastsSocial Networking SitesWidgets/AppsTWITTER, Yelp, Technorati, Digg, etc.Comment Marketing for PR and Reputation ManagementA million other things we don’t have time to cover

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Myths and TruthsSocial Media isn’t taking traditional stuff and putting it onlineA blog on your site and a YouTube rendering of your video is NOT social mediaMost companies and agencies don’t get the “outside your customer base” conceptYou can.t PLAN “viral” Out of everything, comment marketing/reputation management is MOST important

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Most Importantly…Social media and use of tools online is about reaching people through OTHER people The new buyer and media is influenced by messaging outside of your core marketingIt’s about saying something relevant enough so I pass to MY network, not what you pass to yours – Twitter retweet examplesIf you don’t play/talk, others will for youYou must have policy and risk auditing in place

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Credit Union Opportunity

CUs are organically built on real relationships – not bank “relationships”Segmented audience and conversation helpsPeople are desperate to connect, feel special, and not deal with machinesA natural attraction to your industry drives the right kind of social personThe big banks can’t move as quickly

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UT Federal Credit Union

1,557 fans$1 for every friend to charityMore discussion neededMore features could be added

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Other ExamplesAZ Federal CU • Posts a good amount of community news• Very personally social = more interaction

Patelco CU• Good use of video: contest on YouTube

TX CU League• Good use of information video across many

topics• Better use of photos than rest• Great tie in to other sites/friends/promos

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Cassandra Luppens, CISA

10+ years in auditISACA Austin BODInnovator in

merging IT and Business

Twitter: CassLuppens

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RisksSocial

networking sites are the most vulnerable category of Web sites 82% of social

networking sites have an urgent, critical or high severity vulnerability - May 2009 WhiteHat Security

“ It is not a risk that someone will do something dumb someday. Actually, it’s a certainty.”

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Risk Cont.Financial/Operational Risk

Current movements towards real time and/or tagged information such as XBRL

Regulatory Information leakage

M&A activityIntellectual propertyClient/customer informationPersonal information

Fraud

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RewardsFree Free Free!

MarketingAdvertisingResearchCollaborationBloggingRecruitmentCustomer Support

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What To Do About Risk

Policy and ProcedureTraining-HR

Training/imploring your employees the socially responsible way to use social media

PasswordsURL un-shortenerHow to protect yourself and your

information

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What Else Can You Do?

Documentation-IT Create policy which dictates your security standards

Utilize your risk assessment to identify specific areas that need to be addressed such as disclosure of confidential information

Consistently executing on the policy through HR/Legal/Audit

This will enable you to enforce your policy document should you have a violation

Keep it simple61% of employees say that even if employers are

monitoring their social networking activities, they won’t change what they are doing online –Deloitte LLP 2009 Ethics and Workplace Survey Results

Empowerment –Intel- right or wrong approach

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Bottom Line…Risk vs. Reward – you have to

evaluateA good policy is your strongest

assetYou MUST have a social media

expert AND a compliance, IT, HR, and marketing person involved – the knowledge of each is imperative to be collectively used

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ClosingYou don’t want to miss the party.• But you do want to protect your wallet.

Social media isn’t making other advertising obsolete.• But it’s not going away either.

You may think only the kids are playing.• But those “kids” are your future customers.

So get involved, hire experts, and join the conversation!

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My plea to you…Connect the way only a credit union can!

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THANK YOU!!!Thank you again!!!

Questions and Answers