Ford Module 4 (Alberta FDA) Social Media
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This document provides an overview of social media measurement, hyper-local marketing, and campaign strategies. It discusses various tools for measuring social media ROI and engagement, including Google Analytics, Hootsuite, Klout, and Tweetreach. It also covers finding influencers, developing launch plans, cultural calendars, and Ford's social media policy for working with influencers. The overall summary is that the document outlines strategies and best practices for measuring social media performance, running hyper-local marketing campaigns, and collaborating with influencers.
Ford Module 4 (Alberta FDA) Social Media
- 1. Social Media Boot Camp Series Module 4 Measurement, Hyper-Local Marketing, and Campaigns With Shane Gibson @shanegibson
- 2. Types of ROI 1. Reputation 1.Differentiation 2. Risk Reduction 2.Brand Association 3. Client Retention 3.PR & Exposure 4. Efficiency 4.Immediate Revenue 5. Business Intelligence 5.Long-Term Revenue
- 3. ROI Continued 1. Supplier Capacity 1.Staff Capacity Building Building 2.Network Growth 2. Perception Shifting 3.Opportunity Creation 3. More & Better Recruits 4.Job Satisfaction 4. Innovation 5.Trust Building 5. Client Education
- 4. Measurement • Google Analytics • Hootsuite • Klout • Tweetreach • Viralheat
- 8. Viral Heat
- 10. Business Intelligence • Search.Twitter.com • Google Alerts • LinkedIn Groups, Questions & Network • Linkedin Signal • Blogsearch.Google.com • Customer/Community blogs and social networks • Competitor/Industry news, blogs, and social networks
- 14. Score Keeping?
- 18. Tweets tell the future • Computer scientists studied 3 million tweets • 25 movies (including Avatar) • Tweet frequency could be used to accurately predict the box office takings • Content of the messages predict ongoing success. • "Our predictions were incredibly close," Bernardo Huberman, head of the social computing lab at HP
- 19. Can we just not do it?
- 28. Get in the game
- 29. Campaigns/Events
- 31. “After accruing the initial 120 participants and an additional 144 engaged influencers, the word of mouth power kicked in, as those individuals, proud to have “earned” such special treatment, generated more than 4,600 tweets about the new route. This, in turn, led to more than 7.4 million impressions and coverage in top blogs and news outlets like the L.A. Times and CNN Money. And all it took was making those original 120 participants feel special.” Porter Gale – VP Marketing, Virgin
- 33. Finding Influencers • Local Niche Bloggers • Journalists • Meetup.com Organizers • Back-links to local competitor or topic specific sites • Use Twellow and Klout
- 34. Twellow.com
- 35. Pepsi Cultural Calendars • Demographic’s entertainment events • Community events • Significant milestones • Own a #tag in your community
- 36. Launch Plan 1. Identify Your Goal 2. Identify Your Target Audience and your Nanomarkets 3. Pick the Right Platforms 4. Map out Social Etiquette and Policy 5. Implement Listening and Engagement Strategy 6. Know Core Pains, Dreams, and Goals 7. Uniquely Communicate Solutions Mixing Marketing and Community
- 37. Ford Social Media Policy Rules for Ford Social Media Engagement At Ford Motor Company, our social media strategy involves connecting our consumers with our employees in the digital space whenever possible, and providing value to them in the process. As a result, we have specific rules for online engagement, which, amongst other variables, involves abiding by the Word of Mouth Marketing Association’s Code of Ethics. Ford will: Always request that our social media influencers be transparent and disclose their relationship, as well as anything they’ve received as a result of that relationship with Ford Insist on honesty of opinion. We want both positive and negative reviews of our vehicles Offer influencers engaging experiences that are worth talking about. We won’t be cutting and pasting press releases into e-mails in hopes someone will post them Always carefully target our outreach to ensure that we aren’t “spamming” anyone with unwanted messages Listen carefully to suggestions and concerns Compensate influencers for consulting or other duties they do for Ford. This compensation will solely be for their time as an advisor and will not include an expectation that they will write about the project – favorably or unfavorably Apologize quickly for any mistakes we make. No one is perfect and we are sure that we will make a misstep in our efforts to engage with the social web, but we will be sure to learn from our mistakes Share this policy with all influencers we work with Source: TheFordStory.com
- 40. Resources Training site: http://socializedacademy.com/fordtrainingab Social Media Podcast: http://closingbigger.net Socialized: http://socialized.me