AMANDA CHRISTIE SOCIAL MEDIA July 2010
Social Media Approach Go where the people are Be creative & open-minded Generate & share relevant content Create conversations & make connections Ask for customer comments & feedback Keep the content fresh & consistent Localize your activity & messaging Have a plan – know your objectives Empower employees to get involved
Social Media Toolbox Socialize - Facebook & Twitter Blogging – Wordpress, Blogger, LiveJournal Localize – Foursquare & Gowalla Bookmarking – Delilcious, StumbleUpon Share news – Digg, Reddit, Slideshare, Video – Wordpress, Youtube, Flickr Livecasting – Ustream.tv, Livestream Events – Upcoming, Meetup.com
Social Media Client Experience
Social Media Monsanto – Case Study Objective: Reduce customer churn rate Develop customer relationships beyond product & price Build awareness for the new brand messaging Strategy: Create conversation outside of sales Solicit feedback from our customers Speed to market - beat the competition to the social media sites Tactics: Creation of Facebook, LinkedIn and Twitter pages Localized, farmer tips on the Asgrow website, industry blogs & Twitter Commodity & weather update text message program Webcasts and podcasts featuring Monsanto executives Collect & post videos created by farmers & retailers
Social Media Monsanto – Case Study, p. 2 Results: Brand health increased by 20% in 6 month period Secured video, audio and written testimonials from farmers Hit text message program goals within first two months –over 600 farmer subscriptions Links: http://www.youtube.com/watch?v=qhHXtdJbPag http://www.facebook.com/Asgrow http://twitter.com/Asgrow http://twitter.com/MonsantoCo http://www.monsantoblog.com/ My Role: Strategic Planning Idea Generation Budgeting Team Lead Script Writing Agency Oversight Research & Measurement
Social Media Bud Light Party Cruise – Case Study Objective: Create a buzz around BL Party Cruise Secure media & retail partner involvement in the promotion Pull contemporary adults into grocery, c-store and on-premise accounts for their chance to win Strategy: Integrated campaign to launch this monumental promo Create online conversations with contemporary adults Create viral content to gain awareness Tactics: Create Facebook and MySpace pages for winners to connect before the cruise Web banners, video ads, blog postings and links on relevant websites Host parties on premise to create excitement and distribute pamphlets that drive customers online Post TV ads, original video content and party pics on Youtube and other social media sites Email campaign to remind consumers of the promo and their chance to win
Social Media Bud Light Party Cruise – Case Study, p. 2 Results: Nearly 30% of Party Cruise winners joined the Party Cruise Facebook and MySpace Pages The earned social media coverage tripled the brand impressions during this promotional period Despite the large budget Party Cruise was deemed a success by executives and is currently in its third year of activation Links: http://www.facebook.com/BudLightPartyCruise http://www.myspace.com/budlightportparadise http://www.wokk.com/ http://www.budlightportparadise.com/ My Role: Creative Concepting On Premise Retail Event Planning Localized ad template project management Facebook & MySpace content creation Collaboration with internal A-B stakeholders Agency Team Leader Timeline & Budget
Social Media CSL Tax Advisors – Case Study Objective: Launch new tax resolution services Build overall awareness for this local tax firm Secure three face-to-face client meetings each week Strategy: Drive traffic to company website through social media and paid advertising Optimize the functionality, searchability & content of the website Establish CSL Tax Advisors as knowledge leaders on tax resolution Create relationships & trust with potential clients via social media Tactics: Search Engine Optimization for the company website Direct mail campaign to drive traffic to the website Company website blog featuring tax tips & IRS alerts Google Places & Yahoo Local profiles Monthly e-newsletter available on the company website BBB membership and A+ Rating
Social Media CSL Tax Advisors – Case Study, p. 2 Results: Too early to tell…this campaign is launching July to August Links: http://csltax.com/ http://www.bbb.org/stlouis/business-reviews/taxes-consultants-and-representatives/c-s-l-tax-consulting http://www.accountant-finder.com/CSL http://local.yahoo.com/CSL My Role: Marketing Consultant Competitive Research Brand Identity Development Strategic Planning Project Management Measurement of all Tactics
AMANDA CHRISTIE www.amandachristie.wordpess.com Amanda.christie@sbcglobal.net (314) 680-5070