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Taking Your Social Media Global
isummit2013
Hi.JusticeMitchell.com
@justicemitchell #iSummit13
Integrated Marketing:AdvertisingInteractive
Social (Content Driven) Media
This Is A Test ... Remain Calm.
?
The NWO Landscape
Owned, Earned, Paid, Social & Data
PAID: Media
Earned: Media
SOCIAL
Owned: IP
DATA
ADVERTISINGOnline TraditionalEndorsementsOutreach
CONTENTUGCCreatedCuratedLocation-BasedRanks & Reviews
INFLUENCERResponsiveRecruitmentRetention
PARTNERSHIPSCo-BrandingWhite Labeling
INTELLIGENCETestingMonitoringOptimizationAnalysis
PROPERTIESContent
WebsitesData & Lists
Mobile/TabletApplicational
ProductEmail
CHANNELSFacebook
TwitterYouTubeLinkedInGoogle+
Instagrametc.
COMMUNITYSubscribers
ForumsGroupsBoards
AFFILIATESPartnerships
Ambassadors
Who’s King Of The Mountain?
Sans-Sexy Competitive Analysis
Sexier Regionality
Holy Shit.
Ushahidi & Crowdmap
Global Brand Footprint & Social
Global Social Growth
ENGLISHCORPORATEBRAND
Consolidated:United Kingdom
CanadaSouth Africa
IndiaAustralia
New ZealandUnited States
Primary Percentages
Global Social Growth
Regions To Develop
SPANISH PORTUGUESE GERMAN
FRENCH RUSSIANFEDERATION
BRAZIL NORWAY
Global Social Growth
Emerging Markets (Inactive?)
JAPANESE DUTCH CHINESE
Global Social Structure
Social Customer ServiceClient
SME
Crisis? Sales#SoMe
Global Social Customer Service
Regional Sales
Regional Contact
Client
SME
Crisis? Sales#SoMe
PR Corporate
PR Regional
Regional SALES
Objectives
?
RegionalEngagement
Regional BrandAmbassadorProgram
Regionally Specific?
MONITOR
RECRUIT &REPEAT
Creating Global Recruitment & Retention
New Channels = New Challenges
ACTIONABLEEDUCATION
SOLUTIONS(greener grass)
PREPARE SUPPORTING CONTENT
Why Should I Give A Shit?1,000?
680
208
130
Create, Build & Optimize It
Where Do I Begin?
Define goals & objectives for the global brand and regional footprint:
NCAs ENGAGEMENT RETENTION RECRUITMENT BRAND IMPRESSION
ONLINE PURCHASESBUZZ
CONTESTS PRESS & NEWS WEBINARS COMMUNITY EVENTS PRODUCTEDUCATION
TRENDSPOTTING
Primary Directives:
Secondary Directives:
Regional Ideation & Tactics
• Events
• Brand Lift
• Grand Openings
• Product Introduction
• Season Campaign Directives
• Cultural “Piggybacking”
• Affiliate & Sponsorships
• Experiential
The NWO
Social Business
CONVERSATIONS
THEN NOWCONVERSATIONS
BRANDPROTECTION
THOUGHT LEADERSHIP
CUSTOMERSERVICE
CRISISMANAGEMENT
PRODUCTEDUCATION
COMMUNITIES
TRAINING &ENCULTURATION
NEW BUSINESSDEVELOPMENT
CUSTOMERFEEDBACK
PROTOTYPINGTOOL
AMBASSADORS
BRANDIMPRESSION
CREATINGTRUST SO
CIAL
INTE
LLIG
ENCE
Key Takeaways
• Create, or outsource, a deep-dive of your brand in the global landscape
• Create a iron-clad global SOP for communications — who responds and why
• Regional cultural and (brand appropriate) behavior should be represented in your content
• Define secondary social outposts; create and infuse with brand
• Define brand and regional goals and objectives
• Your content must be mobile and socially ready
Your Content Guide
Justice Mitchell:
• Global Social Media Director — Kaseya
• JusticeMitchell.com — Blogger
Social Nerd:
• twitter.com/justicemitchell
• instagram.com/justicemitchell
• facebook.com/justicewmitchellSPEAKER
isummit2013