2. Social Media Week @Markam & Wells
 The Scoop
 Amazon Knows you Better Than Your Spouse: The Future of
Metrics
 Sports and Social Media
 Cars.com | Turning Autojournalism into Social Media Content
 Content, SEO and Social
 Door to More – Lesson’s from Nissan
 Social Media Law Lessons

3. The Scoop
200+ Events
Media & Publishing. Lifestyle & Culture. Society & Environment. Business &
Entrepreneurship. Advertising & Marketing. Education & Learning. Politics &
Government. Science & Technology. Health & Wellness.
Cities
Berlin, Bogota, Chicago, London, Los Angeles, Mumbai, San Paulo, Toronto
27% of total US internet time is spend on social networking sites.
15% of total US mobile time is spend on social networking sites.

4. The Future
of Metrics

5. Panel Favorite Examples
Coke
-Benefits to both parties
Affirm
-Phone Number & Birth Date
Coke YouTube is the No. 1 Brand on Facebook

6. Case Studies: Using Metrics for Predictions
DIVORCE =
POTENTIAL
FUTURE CREDIT
PROBLEMS
Guest ID
Use a CC, coupon,
survey, mail a refund,
call customer service,
open an email, visit
the website
Pregnancy

7. You Have the Data…Now What?
Assumption-based Thinking
Listen to your data.
More heads = Checks and balances.
Look at the whole.
5 Facebook metrics marketers should be measuring:
Fans, Organic Reach, Engagement, Storytellers,
Click-through

8. First Step in Metrics: Tracking Effectively
Effective measurement must align with your set measurable objectives.
- Peter Druker: SMART (Specific, Measurable, Actionable, Realistic, Timed)
Specific – Describe your objectives to the results you want. Dig deeper for
quantitative.
Measurable – You’ll want to use metrics in the campaign review.
Achievable – 100% goals
Realistic – Ensure you have the resources. People & Tools.
Timed – Specific time frames makes your objectives real and tangible.
5 Facebook metrics marketers should be measuring:
Fans, Organic Reach, Engagement, Storytellers, Click-through

9. Social Media
& Sports

10. Natural Convergence
Three Areas that Fit Well into Social Media:
-Behind the scenes. In the locker room, player
celebration, real time access
-Opinions on top of facts
-Ability to build a brand personality
-Player interaction
Twitter Stats: Tweets with hashtags get
2X more engagement

11. Pre-Game
Generate buzz before the game. Create FOMO.
Atlanta Falcons Case Study – Launching Tuesday’s
Microsoft Surface - Falcon's Social Hub
Flicker: 87 million users, 8 billion photos
*as of March 2013

12. Live
Twitter
-Crowd engagement
-Bringing together the fan community
-Discover major influencers
-Incorporate sponsors
More than 80% of fans use social media while watching a
game. More than 60% use it while attending a game.

13. Daily
Excellent ways to:
-Show Personality
-Highlight Special Events
Friendfeed, developed by former Googlers, today is owned by
Facebook. Top users hail from Turkey & Italy.

14. Constant Communication
Your fans are always listening and engaging
-Positive
Mission Control Tour
-Negative
Central America’s popular choice for social networking
and gaming in-one.

15. Making the Cut:
Cars.com

16. Nothing Different Than Publishing
Get it right
Clear Consumer Benefit
To the Point
Fast, but Thoughtful
Make it Engaging
Googles +1 is the fastest growing widget.

17. When Creating Content: Top Tips
Copywriting:
Design Consideration:
Write for both car-seekers and nonCelebrate your
seekers
Milestones
Shoot for a 6th grade reading level
Celebrate editorial
awards
Celebrate editorial POV
Share segment tips
Highlight high-end
YouTube has over 800 million unique visitors each month.
photography

19. Content, SEO
and Social

20. Write for the Audience…
…not the machines.
• Quality Content > Quantity Content.
• Don’t play tricks.
• Never force conversation or expertise.
• Don’t have an SEO strategy; Have a
content strategy that supports SEO.
Instagram has over 150 million users on the platform, 16
billion photos shared, and 1 billion likes happening each
day.

21. Road to Good SEO
Five Quick Tips >
1. Make sure your page loads within 3
seconds.
2. Produce content and then optimize for
SEO.
3. Think of bitly URLs as secondary SEO.
4. Don’t get caught up in social & SEO
analytics.
5. Create a human-to-human experience.
68% of the 500+ million users on Google+ are male.

22. Door to More –
Lessons from Nissan

23. Social is a Door to More
Nissan’s Goal with Social Media: Turn Social Users into
Owners and Owners in to Social Users
Why?
Because while Social ROI still seems a bit illusive, COI is
obvious and impactful.
How do they reach their goal?
Produce engaging content
Test, test, test
Accept that their social media tools are not web shopping
tools
75% of Twitter users use hashtags. Nissan’s #Nissan360
was used more than 1,000 soon after campaign launched.

24. Nissan “Door to More” Video Contest
Vine and Instagram Contest
Situation
Nissan invites Instagram video and Vine users to print, cut out and build a 3D model
of the new Versa Note then use that prop to shoot a video about “what you love.”
Entries must be shared on Instagram or Twitter (Vine’s parent company) using the
hashtag #VersaVid. Three videos will be selected to run in the Versa TV ad and six
entrants will receive a $1,000 Amazon.com gift card.
Results
Nissan received around 150 entries and a high amount of engagement and
impressions.
Lessons Learned
Simple: Make the contest easier.
31% of the Top 100 Brands are using Tumblr to
connect with it’s 112+ million users.

25. Vine saw a 403% growth between Q1 and Q3
this year – making it the world’s fastest
growing app.

26. Social Media Law

27. Copyright, Intellectual Property, Ownership, etc.
Q.
Your write a blog post or take a picture with your phone. Who owns it?
A.
You do. If you create it, you own it, until you say otherwise. From the moment you
“fix” your original creative work in a tangible medium, you own copyright in it.
There were 30 million Reddit posts in 2012.

28. Copyright, Intellectual Property, Ownership, etc.
Q.
Who has ownership and rights to content after it’s posted to a website, Facebook,
Twitter, Pinterest, etc.?
A.
You still do. You’ve made it easier for people to infringe your rights, but you still own it.
There are over 74 million users and 2.6 million
companies on LinkedIn.

29. Copyright, Intellectual Property, Ownership, etc.
Q.
So, do the social media sites have a right to use the content you posted to their sites?
A.
More than likely, yes. It varies by channel, but when you sign up for these services,
you have agreed to give up some of your rights.
In Oct. 2012, Digg had 1.5 million visitors. In Oct.
2013, Digg has decreased to less than 350,000
visitors.

30. Copyright, Intellectual Property, Ownership, etc.
Q.
What about brands? Do brands have the right to use content that is posted to social
media?
A.
If it falls under fair use, yes. If the owner has granted permission, yes. Otherwise, it is
copyright infringement.
Pinterest drives more traffic to publishers than
Twitter, LinkedIn and Reddit Combined.