Tools and Technologies for Social Media Success

@JamiePappas

Director, Brand Communications & Social Media @Akamai

NEDMA Marketing Technology Summit 2013

©2013 AKAMAI | FASTER FORWARDTM ©2013 AKAMAI | FASTER FORWARDTM

#MTech13 @NEDMA | @JamiePappas @Akamai

Director, Brand Communications & Social Media @Akamai Technologies I have been focused on social social media, e2.0 and enterprise communities for >8 years, digital for >10, marketing for 15 years, with hands-on experience in: •  External social media communities •  External blogs •  External company-owned communities •  Internal e2.0 communities •  Internal blogs •  Executive blogging and social media

A little about me before we get started…

©2013 AKAMAI | FASTER FORWARDTM ©2013 AKAMAI | FASTER FORWARDTM

#MTech13 @NEDMA | @JamiePappas @Akamai

Vision: Transform the way Akamai communicates, engages and collaborates with our key audiences.

Strategy: 1.  Integrate social media into all communications touch-points.

2.  Embrace active listening.

3.  Empower and encourage amplification.

We are building the framework and foundation to empower everyone at Akamai to be social!

Social Marketing at Akamai

©2013 AKAMAI | FASTER FORWARDTM ©2013 AKAMAI | FASTER FORWARDTM

#MTech13 @NEDMA | @JamiePappas @Akamai

An integrated suite of tools is critical to our success SocialEye •  Pre-scheduled news/info •  Centralized engagement metrics •  Workflows, permissions and

content review

HootSuite •  Real-time monitoring •  Real-time engagement

Radian6 •  Long-term metrics •  Trending topics/posts •  Launch/event buzz •  Brand sentiment

Salesforce •  Campaign integration •  Campaign tracking •  Lead gen/sales metrics

Google Analytics •  Social referral traffic •  Social exit traffic •  Benchmarking against

web traffic

©2013 AKAMAI | FASTER FORWARDTM ©2013 AKAMAI | FASTER FORWARDTM

#MTech13 @NEDMA | @JamiePappas @Akamai

Audience Size Across Top 5 Channels

•  Akamai has an audience of 61,000+ members across social (+144% over all of 2012)

•  Social drove 217M+ views of Akamai content (+61% over all of 2012)

•  Social drove 136,000+ mentions of Akamai and our products (+63% over all of 2012)

Facebook 43%

LinkedIn Corporate

Page 37%

Twitter 17%

LinkedIn Customer

Group 2%

YouTube 1%

Conversation Spread Across Top 10 Countries

Cloud 22%

Mobile 26%

Security 26%

Media 26%

Conversation Spread Across Pillar

U.S., 71%

New Zealand,

14%

Japan, 13%

Indonesia, 12%

China, 10%

Venezuela, 9%

Ireland, 9%

Costa Rica, 8%

Germany, 7%

Greece, 7%

Measurement: 2013 Year-to-Date Snapshot