3.04.14
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Too Many Platforms: The Next Wave of Social Management Integration #SMTLive
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Let’s face it. There are too many social platforms. There’s one to manage tweets, one to check analytics, one to internally collaborate, and so on. We have a hard time keeping track of all these platforms today. As social media continues to grow and change, it’s bound to get worse before it gets more efficient. What’s the solution? Should vendors consolidate? Will big companies buy out the smaller guys? Most importantly, what will happen to your information when social sites shut down? Join us on this webinar to learn how to: -Know whether your business has too many social media sites. -Decide which social sites to join, keep, and let go of to manage the risks. -Effectively and systematically export data from your social venues into your own systems. -Create a social emergency plan in case the social venue closes or its authorization system shuts down.
Transcript of 3.04.14
Too Many Platforms: The Next Wave of Social Management Integration
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Our SpeakersMelinda Byerley is the CEO and Co Founder of Vendorsi, a 100% independent software research and evaluation platform for marketers in every budget range. As a marketer for over 20 years, most recently as CMO of a Y Combinator startup Poll Everywhere, Melinda has been on the front line of buying marketing technology at all levels: from 6 figure ecommerce platforms to free social media tools. Previously Melinda has been a general management and marketing leader at eBay, PayPal, Linden Lab/Second Life, and CheckPoint Software. Melinda holds an MBA from Cornell University Johnson Graduate School of Business, and a BFA in Theatre from Illinois Wesleyan University. @MJB_SF
Kat Mandelstein recently joined PwC Advisory through the acquisition of Ant’s Eye View where she leads teams consulting with some of the most recognizable brands in the world on their digital and social business strategies. Recently, Kat stepped up to lead the Austin Chapter of Chautauqua, a new community focused on the Future of Work founded by Stowe Boyd. Kat has served on the global board of directors for Social Media Club since 2011 and is the past President of the Austin Chapter. She is also the host of #SMCBooks Book Club Webinars for Social Media Club and is a member of the W3C Social Business Community Group. @katmandelstein
Jason Eng is a Sr. Social ole contributor and voice of Sony Professional USA across all its social networks including Twitter, Facebook, Google+, LinkedIn, Instagram, YouTube, and Vimeo. In addition, Jason is responsible for the entire social media strategy and influencer relationships for Sony Professional USA. A big believer in face to face meetings, Jason enjoys meeting Sony fans face to face and building relationships. @JasonEng_
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the Global Vice President of Marketing for Maxymiser, a leader in web optimization and analytics, and author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012) @pauldunay
Copyright Maxymiser 2013
The Oracle-ization of Marketing
Kat Mandelstein- PwC Advisory- Social Media Club Global BOD@katmandelstein
#SMTlive @PwCAdvisory, @SocialMediaClub
Define business objectives BEFORE getting tacticalObjectivesAn objective is big intention. It is a major success factor that moves the business at hand forward. Aim for 3-4 objectives maximum.
GoalsA goal is measured success. It quantifies the success of the objectives. There should be at least one measurable goal for every objective.
TacticsA tactic is a process to create action in the field. Itis the means to accomplish an objective.
StrategiesA strategy is a waypoint to achieving an objective by connecting multiple points of thinking.
Hypothetical example:Scale Mt. Everest
Sample objectives:Increase awarenessImprove loyaltyImprove customer advocacy
Hypothetical example:Do it by July 12, 2016
Sample goals:Increase twitter followers by 20%Respond to customer questions within 2 hrs
Hypothetical examples:Improve my enduranceRaise money
Sample strategies:Become thought leadersIncrease collaboration with customers
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Hypothetical examples:Train in several athletic eventsHold fundraisers or find sponsors
Sample tactics:Create Facebook ContestPost How to Videos on YouTube #SMTlive @katmandelstein
Example Challenges…
You have no formal process to activate key stakeholders during a crisis. Roles and responsibilities are undefined.
You have no formal strategy that guides your team though the different phases of the crisis lifecycle.
You’re leveraging social listening for sentiment, but not for early-warning signs of a potential crisis.
Develop a Social Media Crisis Management Plan
Steps to take…Get Prepared•Develop crisis response roles and responsibilities•Define crisis levels, and appropriate response for each•Activate framework to quickly organize during a crisis
Establish Governance Plan•Define your digital crisis presence framework •Outline your crisis response engagement plan•Identify key influencers and communication plan to reach out to them during crisis•Enable organization on steps to take during crisis
Measure and Refine•Define and set goals to measure ‘successful’ crisis handling•Adjust strategy and benchmarks based on crisis evolution
#SMTlive @katmandelstein
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