smc glb oct 2013
DESCRIPTION
David Murray social media manger at Blue Cross Blue Shield of Michigan. Presented by: Bavarian Inn Restaurant, NextMedia 360, Zak's Kandy Haus & Frankenmuth's River Place Shops.TRANSCRIPT
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WelcomeOctober Event
@SMCgreatlakes | #smcglb | /SMCgreatlakes
Sunday, October 20, 13
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Venue sponsored by:
bavarianinn.com | /bavarianinnrestaurant | @bavarian_inn
Sunday, October 20, 13
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October sponsored by:
frankenmuthriverplace.com | @riverplaceshops
Sunday, October 20, 13
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Tonight's AgendaGet connected with us
Announce our mission
Introduce our team
Hear from tonight's speaker - David Murray
Q&A with David
Reveal November's event
Giveaway
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Connect With Us
SMCgreatlakes.com (website to come) powered by: NextMedia 360
facebook.com/SMCgreatlakes
twitter.com/SMCgreatlakes | #smcglb
By phone: 989.941.6490
Text alerts: SMCGLB to 313131
Sunday, October 20, 13
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Our Mission
Mission - To educate and enhance the use of social media, for professional purpose throughout the Great Lakes Bay Region.
Social Media - Internet based tools for two-way communicating, sharing and discussing information.
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Our TeamJeff DeHaven - President
Will Hard - Vice President
Erin Poltorak - Treasurer
Celeste Ivon - Events
Tyler Heitzman - Events
Heidi McIvor - Sponsorship
Alisha Beckrow - Sponsorship
Derek Dewey - Communications
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Sponsors:
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Tonight's SpeakerDavid Murray
Social Media Manager Blue Cross Blue Shield of Michigan
@davemurr
/davemurr
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Demystifying Social Media for Your Organization
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Sunday, October 20, 13
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Sunday, October 20, 13
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People Do Business With…
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KNOW, LIKE, and TRUST
How will your social media efforts accomplish these three things?
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KNOW =
Allow people to learn who you are, what you can do for them, what
you stand for and represent.
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LIKE =
Proud to be a customer and act as an ambassador or brand advocate
without you asking them to.
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TRUST =
Refer you to their network and recommend your
services/products to someone who is not a customer.
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• Tools
• Marketing
• Advertising
• Followers/Fans
• Automated
• Communication
• Stories
• Referral Engine
• Passion
• Emotion
• People
• Relationship Builder
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Sunday, October 20, 13
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What Are You Passionate About?
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What Are You Passionate About?
Listen
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Sunday, October 20, 13
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1. Listen
Identify Your Content Bubble
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1. Listen
Identify Your Content Bubble
•Core Subjects
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1. Listen
Identify Your Content Bubble
•Core Subjects •Related Subjects
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1. Listen
Identify Your Content Bubble
•Core Subjects •Related Subjects •Passion Subjects
Sunday, October 20, 13
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1. Listen
Identify Your Content Bubble
•Core Subjects •Related Subjects •Passion Subjects •Shared Subjects
Sunday, October 20, 13
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Publishing Content
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Good Get People Plugged In
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Better Get People to Participate
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Best Get People to Share
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How We Search for Content Has Flipped
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Sunday, October 20, 13
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Sunday, October 20, 13
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Sunday, October 20, 13
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Sunday, October 20, 13
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Sunday, October 20, 13
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Aim to Be a Helpful Resource
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Sunday, October 20, 13
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Your Content Is A Product of your Brand
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The Social Web Is Referral City
Sunday, October 20, 13
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Those Who Communicate, Win
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Sunday, October 20, 13
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Sunday, October 20, 13
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Why Would Anyone Follow Us?
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Unique Value for Our Social Networks
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Social Media ROI
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Social Media ROI = [(tweets – followers) ÷ (comments x average monthly posts)] ÷ (Facebook shares x Facebook likes) ÷
(mentions x channels used) x engagement
Secret Formula:
~ Olivier Blanchard
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ROI Is a Financial Term
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Finding the ROI of Social Media Is Dependent On: 1) What You Are Asking
2) What You Are Measuring
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Three Big Categories • Sales • Cost of Customer Loyalty • Awareness of Brand or
Product
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Other Categories That Can Fit Into the Those Three Categories
• Leads • PR/Outreach • Operational Costs or Savings • Traffic • Engagement • Consumer Sentiment • SEM • Behaviors • Sharing of Content • Campaign Awareness (NP) • Fundraising (NP) • And more…
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Qualitative and Quantitative
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Qualitative: What Can Be Measured • Cost Savings That Social Media Programs Have
Had On Customer Service and/or Customer Acquisitions
• Brand Awareness • Sales Generated From Social Media Efforts • Customer Loyalty (Retention) to A Brand • Web Traffic (Estimated Value) From Social
Networks • New Leads (Estimated Value) From Social
Networks • The Numbers – Fans, Followers, Subscribers
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Quantitative: What Should Be Measured • Cost Savings That Social Media Programs Have Had
On Any of Your Company’s Customer Relations and Bottom Line.
• Actual Sales Generated From Social Media Efforts
• New Leads (Estimated Value) From Social Networks
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Build Data Bridges
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Layer Your Marketing Efforts
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It’s About Behavior. Not Impressions.
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Get Them to Lean In
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The Importance of Images
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Think Long Term
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Social Works Best When It Is Integrated
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Identify Business Goals
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And the Secret Content Formula Is…
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HELP
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That’s How You Stay Top of Mind
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Thank you!
David Murray Manager, Social Media w :: (313) 225-5688 c :: (313) 348-0814 [email protected] Twitter :: http://twitter.com/davemurr Linkedin :: http://www.linkedin.com/in/davemurr
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Channels Username AHealthierMichigan.org http://www.ahealthiermichigan.org/
MiBluesPerspectives.com http://www.mibluesperspectives.com/
Facebook :: BCBSM https://www.facebook.com/BCBSM
Facebook :: AHM https://www.facebook.com/HealthierMI
Facebook :: BCN https://www.facebook.com/mibcn
Twitter :: BCBSM https://twitter.com/bcbsm
Twitter :: AHM https://twitter.com/healthiermi
YouTube :: BCBSM http://www.youtube.com/user/bcbsmnews
YouTube :: AHM http://www.youtube.com/user/AHealthierMichigan
Google + BCBSM https://plus.google.com/+bcbsm/posts
Google+ AHM https://plus.google.com/102396592739530451846/posts Instagram http://instagram.com/healthiermi
Pinterest http://www.pinterest.com/ahealthiermi/
SlideShare http://www.slideshare.net/BCBSMichigan
SoundCloud https://soundcloud.com/bcbsmnews
StumbleUpon http://www.stumbleupon.com/stumbler/HealthierMi/likes
Storify http://storify.com/BCBSM
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GREAT LAKES BAYSOCIAL MEDIA CLUB
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November's EventFabiano Brothers, INC. Bay City
Emily Hotz
Account Executive - Education at Google
Social Connections through Technology
$5 per person
November 21 @ 3:30 pm
SIGN UP TONIGHT!
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Tonight's Giveaway
frankenmuthriverplace.com | @riverplaceshops
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Sponsors:
Thank you for attending... See you November 21!
Sunday, October 20, 13