iStrategy_SMIT

gabonesedestructionΛογισμικό & κατασκευή λογ/κού

17 Φεβ 2014 (πριν από 3 χρόνια και 4 μήνες)

69 εμφανίσεις

Social Media Marketing Technologies

Presented by

Dorothéa Bozicolona
-
Volpe


© 2013 Dorothéa Bozicolona
-
Volpe


1

#
iStrategy_SMIT

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

Agenda


Introduction


Social Media & Internet
-

Its
in our DNA


Communication Has Changed +
Mocial


Technology Landscape


Case Studies


5 Things


Test
&
Learn


Freemium

& Low
-
Cost Solutions


Questions


2

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

Introduction


Strategic marketing executive, fluent in 4 languages


Specializes in developing business for international brands
via initiating & integrating social media and digital strategies


Subject matter expert on CNN’s Ali
Velshi

show


Clients include: Boy Scouts of America, Cisco, Ryan
Seacrest
,
Chrysler, The Weather Company (The Weather Channel),
Cingular Wireless (AT&T), Georgia Tech, InterContinental
Hotels Group, Mercer, Jewish Family & Career Services,
Ogilvy & Mather, Reader’s Digest, Qualcomm, Turner
Network Television, Coca
-
Cola


Avid skateboarder who tweets to relax
-

follow her on
Twitter @
socialespionage



3

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

How I Got Into Social Media Marketing

4

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

It’s In Our DNA

5

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

Communication Has Changed +
Mocial

6

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

Technology Landscape

7

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

Case Studies

8

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT


ROI: Costs of Social Crises, Fraud & Regulations


Direct Social Crises Costs


Average $15K for agency/consultant fees per incident (source:
F500 brand)


Average $50K (100 man hours) of lost productivity &

internal
resource costs


Cost of compensatory offers/campaigns to affected users


Fraud and Brand Damage


Audience/Content Hijacking


Costs of Reporting of fake accounts to FB and TW


Lost Revenue due to diverted traffic to fraud account


Government Regulations and Fines


Australia, UK, Germany holding companies responsible for
content posted to a page


Avg. fine is $25K in UK via Advert. Std. Board


Impact on Social Team and Budget


Each crises threatens future programs/budget


Increased manual moderation costs to avoid repeat

Novartis
Slapped by
the FDA

ASB Upholds
Complaint Against
Foster’s Facebook
Comments

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

Reputation Management &
Recruiting:UPS


Phase 1: Initially, reputation management


Where are conversations?


Who is having them?


What are they talking about
?


Customer Service issues



Phase 2: Blogger Outreach


Phase 3: Launch of ‘Intercept Service’


Phase 4: 2008 Holiday Season ‘Recruiter Program’


Measurable results


10

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

Risk Management: Top 3 US Bank


Customer Environment


82 brand owned sites, managed centrally


Strict process to enforce new account authorization


100+ unauthorized & fraudulent accounts detected/removed quarterly


Legal & Compliance require monthly reporting and periodic audits of all social
activity to verify compliance with internal procedures


Technology provided


Automated monitoring & discovery of unauthorized, branded accounts


Governance and Risk reports


detailing security incidents and remediation
applied, incremental changes in incident frequency


Application control policies to enforce standardized publishing workflows


Results


Improved efficiency in detecting & reporting fraudulent account activity


Implementation of compliance policies enabled new engagement programs


11

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

Customer Service: Dell


Customer Service


Issues categorized


Workflows established


Creating
database of frequent issue responses


Source
tagging



Salesforce

Integration


Creating record of issue


Establishing SLA (service level agreement
)



Results


Increase in mentions due to stellar customer service


Ratio of positive sentiment
increased



https://twitter.com/dellcares

12

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

Product Launch & Content Theme
-
ing
: Cisco


Aim: Launch UMI Tele
-
presence


Strong Facebook following


Create a community around people sharing
stories




Execution: Deployment of applications


Welcome, Sweepstakes, RSS,
Twitterfeed
, Flickr,
YouTube



Results: UMI Facebook page is forum for community
&
brand
affinity


Customer testimonials


Queries


Contest entries


Videos


http://www.facebook.com/Ciscoumi



13

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

Five Things You Need To Do

14

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

Goals

15

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

Know Thy Customer

16

Courtesy of Perseev.me

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

Surveys, Keywords & Research

17

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

Where Is My Tribe?

18

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

Roadmap

19

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

Test & Learn

20

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

Freemium

& Low
-
Cost Models

21

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

22

“Business
has
only two
functions


marketing and
innovation.”
Milan
Kundera

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

Thanks
-

You Have Been Awesome!

23

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

Questions

24

© 2013 Dorothéa Bozicolona
-
Volpe


#
iStrategy_SMIT

Let’s connect


Facebook.com/
dorothea.bozicolonavolpe



Instagram

& Vine @
SocialEspionage



Gplus.to/
SocialEspionage



Pinterest.com/
socialespionage



Linkedin.com/in/
socialanddigitalmediamaven



@
SocialEspionage



Phone
: (
347)SMM
-
M727



Fax: Really !?!?


25