michael winn: meaningful connections integrated social strategy
TRANSCRIPT
Meaningful Connections:The Integration of Social Outreach and Strategic Objectives
Corporate Digital Strategy
Objectives
Audiences
Messages
Corporate Social Strategy
Engagement
Measurement
Assessment
Inspire & Engage
Your Objective
“We want people to feel
ownership of this museum.
We ask them to tell us what
they think. We want to
engage our community.”
Brooklyn Museum
Your Audience
Who
What
When
Where
Why
5 Behaviors on the Social Web
Watch
79.8%
Share
61.2%
Comment
36.%
Produce
24.2%
Curate
<1 %
(Altimeter Group: 2010 Socialgraphics)
Your Audience Behaviors
Your Audience Connections
Mobile
250M users
50% access
via mobile
51M registered users
*91% of mobile phones
have photo/video capability
750M users
50% access
via mobile
10M users
100% access
via mobile
(35,000 new users daily)
Over 2B views each day
Over 100M mobile views
50M registered users
50% access via mobile
Your #1 Audience
Can I find you without knowing your name?
Your Message
Connected
Targeted
Integrated
Engagement: Opportunities
Engagement: Listening to Learn
Hootsuite
TweetDeck
Google Alerts
Digital Dashboards
In 2012, 43% of U.S.
companies
will use their blog for
marketing purposes
compared to
34% in 2010.
Engagement: Your Voice
Blogging
Added Value:
SEO & Mobile
Engagement: Your Community
Opportunities:
Timeline (Mar. 30th)
Photo + Video
Apps + Events
B2B + B2C relations
Added Value:
SEO + Mobile
750M users
Engagement: Collaboration
Public or
Member-only
Engagement: Your Photo Story
Pin it
Share it
Grow it
Engagement: Content Strategy
Discover
Evaluate
Respond
Measurement
Social Triage
Social Media MetricsFrequency: When to post
Location: Where to post
Measurement
Trending: What to post
Influencer: Who to post to
Measurement
Examples of ROI
Ex: Growth of network
Ex: Volume and tone of comments
Ex: Cost savings of social media vs. traditional outreach
On-Demand ReportsObjectives
Integrated with goals
Targeted to audience
Strategic to media
Opportunities
Observe and adapt
Analytical trends
Future events
Assessment
Thank you!
Michael WinnChief Digital Officer
Digital Opps
@DigitalWINN
850-980-9222