taking your social media global
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Taking Your Social Media Global
isummit2013
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Hi.JusticeMitchell.com
@justicemitchell #iSummit13
Integrated Marketing:AdvertisingInteractive
Social (Content Driven) Media
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This Is A Test ... Remain Calm.
?
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The NWO Landscape
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Owned, Earned, Paid, Social & Data
PAID: Media
Earned: Media
SOCIAL
Owned: IP
DATA
ADVERTISINGOnline TraditionalEndorsementsOutreach
CONTENTUGCCreatedCuratedLocation-BasedRanks & Reviews
INFLUENCERResponsiveRecruitmentRetention
PARTNERSHIPSCo-BrandingWhite Labeling
INTELLIGENCETestingMonitoringOptimizationAnalysis
PROPERTIESContent
WebsitesData & Lists
Mobile/TabletApplicational
ProductEmail
CHANNELSFacebook
TwitterYouTubeLinkedInGoogle+
Instagrametc.
COMMUNITYSubscribers
ForumsGroupsBoards
AFFILIATESPartnerships
Ambassadors
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Who’s King Of The Mountain?
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Sans-Sexy Competitive Analysis
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Sexier Regionality
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Holy Shit.
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Ushahidi & Crowdmap
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Global Brand Footprint & Social
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Global Social Growth
ENGLISHCORPORATEBRAND
Consolidated:United Kingdom
CanadaSouth Africa
IndiaAustralia
New ZealandUnited States
Primary Percentages
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Global Social Growth
Regions To Develop
SPANISH PORTUGUESE GERMAN
FRENCH RUSSIANFEDERATION
BRAZIL NORWAY
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Global Social Growth
Emerging Markets (Inactive?)
JAPANESE DUTCH CHINESE
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Global Social Structure
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Social Customer ServiceClient
SME
Crisis? Sales#SoMe
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Global Social Customer Service
Regional Sales
Regional Contact
Client
SME
Crisis? Sales#SoMe
PR Corporate
PR Regional
Regional SALES
Objectives
?
RegionalEngagement
Regional BrandAmbassadorProgram
Regionally Specific?
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MONITOR
RECRUIT &REPEAT
Creating Global Recruitment & Retention
New Channels = New Challenges
ACTIONABLEEDUCATION
SOLUTIONS(greener grass)
PREPARE SUPPORTING CONTENT
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Why Should I Give A Shit?1,000?
680
208
130
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Create, Build & Optimize It
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Where Do I Begin?
Define goals & objectives for the global brand and regional footprint:
NCAs ENGAGEMENT RETENTION RECRUITMENT BRAND IMPRESSION
ONLINE PURCHASESBUZZ
CONTESTS PRESS & NEWS WEBINARS COMMUNITY EVENTS PRODUCTEDUCATION
TRENDSPOTTING
Primary Directives:
Secondary Directives:
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Regional Ideation & Tactics
• Events
• Brand Lift
• Grand Openings
• Product Introduction
• Season Campaign Directives
• Cultural “Piggybacking”
• Affiliate & Sponsorships
• Experiential
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The NWO
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Social Business
CONVERSATIONS
THEN NOWCONVERSATIONS
BRANDPROTECTION
THOUGHT LEADERSHIP
CUSTOMERSERVICE
CRISISMANAGEMENT
PRODUCTEDUCATION
COMMUNITIES
TRAINING &ENCULTURATION
NEW BUSINESSDEVELOPMENT
CUSTOMERFEEDBACK
PROTOTYPINGTOOL
AMBASSADORS
BRANDIMPRESSION
CREATINGTRUST SO
CIAL
INTE
LLIG
ENCE
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Key Takeaways
• Create, or outsource, a deep-dive of your brand in the global landscape
• Create a iron-clad global SOP for communications — who responds and why
• Regional cultural and (brand appropriate) behavior should be represented in your content
• Define secondary social outposts; create and infuse with brand
• Define brand and regional goals and objectives
• Your content must be mobile and socially ready
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Your Content Guide
Justice Mitchell:
• Global Social Media Director — Kaseya
• JusticeMitchell.com — Blogger
Social Nerd:
• twitter.com/justicemitchell
• instagram.com/justicemitchell
• facebook.com/justicewmitchellSPEAKER
isummit2013