Digital Brand Management Social Media Management. It’s all about executing one integrated strategy not 100 isolated tactics
Set clear Goals / Objectives.
‘SEXPO’ ON TWITTER
14 Social Media is strategic To build Awareness use Hamish & Andy To share info and strengthen Positioning use Lucio.
ENGAGEMENT PLAN. MONITOR. RESPONSE.
16 Social Media Fragmentation This can mean different things, examples: a)Individual Product Managers executing unilaterally b)Passionate Consumers c)Brand activists and antagonists d)Competitive Sabotage
17 Social Media Centralisation Instead of allowing networks to evolve without direction, it pays to actively manage your network. We can now knit networks together to create productive individuals and smart communities.
A LIVE SOCIAL MEDIA MANAGER Pushes out key messages, photos, quotes To attendees and those interested but unable to attend this year Stimulates conversations and awareness
CASE STUDY – THE NAB SHOW NATIONAL ASSOCIATION OF BROADCASTERS For 2009 conference used: - Twitter, Facebook, Blogs, Message Boards - to capture the interest of returning and prospective.
CASE STUDY – THE NAB SHOW NATIONAL ASSOCIATION OF BROADCASTERS Findings Attendance increased by over 10% Twitter was the best performer 90% of new attendees using a S.M. code were first timers! NAB increased S.M. spend for 2010
CASE STUDY – AMERICAN COLLEGE OF CARDIOLOGY ANNUAL MEETING Twitter account - Year round. Exclusive information relevant to the meeting. Branded background & style of messaging Encouraged attendees & exhibitors to have meeting related conversations via S.M.
CASE STUDY – AMERICAN COLLEGE OF CARDIOLOGY ANNUAL MEETING Findings Reduced demands on staff Stimulated attendee interaction 90% of tweets were cardiologists, exhibitors, media
CASE STUDY – NATIONAL ASSOC. OF NURSES – ANNUAL CONFERENCE Branded online platform set up. All data loaded; 300 events, 100 speakers, event partners As attendees ‘arrived’ at the platform Conversations already taking place People already connecting Community manager encouraged interaction pre-event
CASE STUDY – NATIONAL ASSOC. OF NURSES – ANNUAL CONFERENCE Findings 69% engaged. 263 public conversations and 231 private messages 51% built their schedules via integrated scheduler.