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The Influence industry has been disrupted. The rise of social media has democratized the playing field of influencers and opened up an entire new world of advocates and audience. These “new famous” can have as impactful of a role as traditional journalists , editors and celebrities have had in the past. Today, brands and agencies are struggling to define who is influential and how to measure the impact of this new influence. The emerging area of IRM (Influencer Relationship Management) can provide clients with the ability to truly scale their outreach programs.
This session will explore a best practices approach to balancing the art and science of Influence and present case studies of brands that are successfully managing this emerging area of public relations.
1. Understand the variety of tools in the marketplace that support Influencer Relationship Management (IRM) and best-practices approach to scaling this emerging skill
2. Ideas for how to enhance relationships with online influencers (in a variety of verticals)
3. Explore impact of influence on community management (through case studies)
While the number of people, businesses, and organizations active on social platforms continues to grow daily, not everyone is sold on the value of social media marketing. And while you may “get it”—the whys and hows of social media marketing—sometimes it seems like an impossible task to convince skeptics to suspend their disbelief and dive in. This session explores what skeptics want and need at every stage of their belief, and how to deliver that to them.
1. How to identify the key questions in skeptics' heads—and how to use them to build your case
2. A seven-step process that every "Social Skeptic" goes through, from Shock to Integration
3. How to recognize where skeptics are in that process, and what information they need (and in what format!) to help move them to the next phase
Ever get jealous that the open, unstructured social media efforts of the community completely trounce your well-planned and even well-funded social media programs? Are you frustrated when your own social media efforts are thwarted by inter-departmental competition? These problems are common, and we can no longer blame them on people “not getting” social media. The blame actually lies in the way we run our organizations. In this session the authors of Humanize: How People-Centric Organizations Succeed in a Social World will explore how to create organizations that are more human, thus more compatible with social media.
1. Understand the subtle ways in which our organizational “best practices” have been sabotaging our social media efforts for some time now.
2. Understand a new framework for changing culture, process, and behavior in organizations in ways that is more aligned with the power of social media.
3. Begin to develop specific strategies for changing their own organization on at least one of those three levels.
Rackspace’s social media policy consists of two words: “Be helpful”. Do you know how to react if a customer complains about your brand on social media? Do you ignore them, or do you vow to wow them? Rackspace’s social media response team, led by Sr. Manager Rob Collazo and also including engineers Matt Wilbanks and Jeremy Wasner, monitors social networks around the clock to provide “Fanatical Support” to those airing grievances with the company online, from Twitter to message boards. These engineers form a team that is ready to provide “Fanatical Support” to customers within a moment’s notice.
Led by Robert Scoble, panelists will share how to use 140 characters or less to avert a crisis, empowering your employees to help customers in distress and how to build an internal network of subject matter experts for the best results on being helpful using social media.
by David Griner
Digital was supposed to be the death of traditional TV advertising, but savvy marketers have turned social media into a bigger forum than the Super Bowl. In this fun session packed with case studies, the editors of America’s most successful ad blog, AdFreak.com, share lessons from the best and brightest in an industry where the 30-second spot is getting a new lease on life.
1. How national brands are partnering with YouTube to create truly interactive ad experiences with TV spots
2. Successful ad tactics for any budget
3. How to get ad bloggers and target audiences on board with your idea
4. How to plan an engaging ad from Day 1
5. Advice, inspiration and tough love for brands and agencies who feel stuck in a TV ad rut
by Danii Oliver
My session will discuss the importance of blogging about your business to increase brand SEO and brand awareness. The importance of blogging about your knowledge in your field and what you company does.
Importance of Blogging Importance of building brand SEO Importance of blogging about what you do and know
Multicultural “It” girls are the forgotten treasure in today’s marketing landscape. Their collective buying power increases year after year and they over-index in the social media landscape. Brands and online publishers who tap into their interests and desires can not only gain their trust but ultimately their brand loyalty and their time. In “Social Media Marketing To Multicultural “It” Girls”, I highlight my extensive experiences working for various multicultural-focused national brands as the spearhead for successful social media campaigns. I’ll expand on key takeaways for success marketing to this demographic online.
1. Who the multicultural "It" girl is and why you need her support
2. What motivates the multicultural "It" girl to action in the digital space
3. How to effectively make her a brand ambassador
Business is now forced to play be a different set of rules. When every customer can now talk directly to each other, it’s like a small town. When people listen more to what your customers say about your company than your advertising, it’s like a small town. When it now takes multiple jobs to support a family, it’s like a small town. When the individual human voice is valued over corporate mission statements, it’s like a small town. When everyone online is trying to band together in small communities, it’s like a small town.
1. How to plan for zero and tough times
2. How to be creative instead of spending money
3. How to multiply lines of income to minimize risk
4. How to work anywhere any-when
5. How to treat customers like community
6. How to build local connections for competitive advantage
In this session, join veteran blogger and social media practitioner Christopher S. Penn as he reviews how to develop concrete measurements for social media and blogging ROI using industry-standard tools like Google Analytics. Learn how to find your ROI and then grow it by identifying the weakest spots in your marketing funnel, then applying social media and blogging to strengthen them.
1. Find your blogging and social media ROI
2. Diagnose your marketing funnel
3. Improve your social and blogging ROI instantly
by Eric Pratum
Hugging your followers, loving on your fans, and otherwise thinking the new media world is all unicorns and rainbows is really tough when revenue and branding (often in that order) are the only two large goals of marketing. The world of social media is full of data and amazing toolsets. In this presentation, we will discuss good and bad social media measurement, toolsets for collecting useful social media data, and how to use that data to move your programs forward and ensure that you’re not throwing money into the pit that is social media guru-dom.
1. The "next level" of social media isn't being social for social's sake. It's getting people to your website, driving revenue, getting email sign ups, and more.
2. Customers, clients, and donors can smell desperation a mile away. Make your content genuinely useful and genuinely valuable.
3. There a lots of free social media and web analytics toolsets you've never heard of that you could be using and plenty you have heard of that could be helping you do more.
5th–7th June 2012