michael winn: meaningful connections integrated social strategy

Meaningful Connections:The Integration of Social Outreach and Strategic Objectives

Corporate Digital Strategy

Objectives

Audiences

Messages

Corporate Social Strategy

Engagement

Measurement

Assessment

Inspire & Engage

Your Objective

“We want people to feel

ownership of this museum.

We ask them to tell us what

they think. We want to

engage our community.”

Brooklyn Museum

Your Audience

Who

What

When

Where

Why

5 Behaviors on the Social Web

Watch

79.8%

Share

61.2%

Comment

36.%

Produce

24.2%

Curate

<1 %

(Altimeter Group: 2010 Socialgraphics)

Your Audience Behaviors

Your Audience Connections

Mobile

250M users

50% access

via mobile

51M registered users

*91% of mobile phones

have photo/video capability

750M users

50% access

via mobile

10M users

100% access

via mobile

(35,000 new users daily)

Over 2B views each day

Over 100M mobile views

50M registered users

50% access via mobile

Your #1 Audience

Can I find you without knowing your name?

Your Message

Connected

Targeted

Integrated

Engagement: Opportunities

Engagement: Listening to Learn

Hootsuite

TweetDeck

Google Alerts

Digital Dashboards

In 2012, 43% of U.S.

companies

will use their blog for

marketing purposes

compared to

34% in 2010.

Engagement: Your Voice

Blogging

Added Value:

SEO & Mobile

Engagement: Your Community

Facebook

Opportunities:

Timeline (Mar. 30th)

Photo + Video

Apps + Events

B2B + B2C relations

Added Value:

SEO + Mobile

750M users

Engagement: Collaboration

Public or

Member-only

Engagement: Your Photo Story

Pin it

Share it

Grow it

Engagement: Content Strategy

Discover

Evaluate

Respond

Measurement

Social Triage

Social Media MetricsFrequency: When to post

Location: Where to post

Measurement

Trending: What to post

Influencer: Who to post to

Measurement

Examples of ROI

Ex: Growth of network

Ex: Volume and tone of comments

Ex: Cost savings of social media vs. traditional outreach

On-Demand ReportsObjectives

Integrated with goals

Targeted to audience

Strategic to media

Opportunities

Observe and adapt

Analytical trends

Future events

Assessment

Thank you!

Michael WinnChief Digital Officer

Digital Opps

@DigitalWINN

850-980-9222

mwinn@rboa.com