The document discusses strategies for city and regional magazines to leverage social media. It recommends developing a social media presence across major networks like Facebook and Twitter as well as location-based services. Magazines should share local content and happenings to engage local audiences. Partnering with other magazines and sharing content/promotions across regions can increase reach. Magazines should measure social media return on investment based on metrics like impressions, leads, and increased satisfaction rather than traditional ROI. Planning, staffing, and regularly updating social profiles are also important.
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Social Media ROI: Measure Influence and Business Impact
1. The Next Level of Social Evolution: I Have a Social Profile, What ’s Next? May 2nd 10:45am-12noon Chicago, 2011 Benjamin J. Weisman, [email_address] twitter.com/buckyben facbook.com/buckyben flickr.com/buckyben1 Senior Vice President, Director of Innovations, MRM Worldwide – Princeton Office, an InterPublic Group company
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12. CASI Is Simplicity & Relevancy for Publications CONVERSATION ENGAGE & EDUCATE EXPERIENCE PUBLICATION & BRAND ENGAGEMENT, AFFINITY & OVER TIME PRODUCT PURCHASE & USAGE MOTIVATE SOCIAL NETWORK USERS
43. REINFORCE: A strong call to an easy action - making the purchase experience as painless as possible ENGAGE: Highlight a problem Highlight a benefit Consideration Awareness Interest Consumer Decision Making Journey PROMOTE: WHY YOUR BRAND? Get your products onto the consumers ’ shortlist by generating interest and explaining how products offer a relevant solution to them Assist navigation through product portfolio Purchase
48. The Power of Mobile: location services are worth integrating
49. Find Restaurants. Represent your Publications as a user & post reviews & rate. & Yelp http://www.yelp.com/ Find Restaurants. Represent your Publications as a user & post reviews & rate. http://www.urbanspoon.com/ Find Bars, Restaurants, Events, & Museums. Represent your Publications as a user & post reviews & rate. http://www.citysearch.com
50. Learn more about where you are, discover new places, find deals, get guides & plan your trips. Loopt & Where http://where.com Learn more about what ’s around your current location, connect with friends, and get deals! http://www.loopt.com Use these services to build your brand ’s credibility with local audiences & drive more interest to your Site or Social Profiles. & Sell co-branded partnerships here with locations like restaurants and museums
51. Another location-based game, Gowalla has a lot more visual flair than Foursquare. Gowalla takes it a step further with a fun set of Trips that the Gowalla team have put together to encourage you to explore places a little further in each city. Eg: Austin City BBQ Bonanza ‘. Check-ins can be posted from the mobile App to Twitter/Facebook. A location-based game that lets you check in when you're out and about - earning you points & badges. If you check in more times than anyone else at a venue, you're promoted to Mayor status –mainly for bragging rights, some venues are offering promotions to Mayors and nearby visitors with Coupons & other offers. Check-ins can be posted from the mobile App to Twitter/Facebook. Gowalla & FourSquare http://www.gowalla.com/ http://www.foursquare.com/
59. What Is Going On Here? Facebook is still trying to figure it all out. Expect a lot of changes and revisions to keep coming. Facebook will continue to push its code base out into the internet to become more integrated into the World Wide Web and its users habitual behaviors and the marketers that use its platform.
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61. Adding an iFrame or FBML You can still use FBML, but try an iFrame… If doesn ’t address your needs…
62. Using other Applications There are several applications that let you add HTML to your pages or iFrames and more. Just click ‘Browse More Applications ’ at the bottom of your Apps Section in your Fan Page!
77. Benjamin J. Weisman , Senior Vice President, Director of Innovations, MRM Worldwide – Princeton Office, an InterPublic Group company In his role at MRM Princeton, Ben is equal parts Creative Director, Digital Strategist, Product Developer and Motion Theorist. Ben continually seeks out new and innovative ways to approach digital brand marketing in both physical and synthetic social spaces. His work embodies a respect for, and a focus on, direct marketing and social media integration. As new social media platforms emerge identifying methods that enable marketers to connect and collaborate with audiences and consumers is critical. As the marketing approaches change so too must engagement methods shift. Ben is hyper focused on adding utility to peoples lives by producing work with his clients and teams that are experiential, authentic and in sync with this dynamic marketing environment. Having honed his skills at top digital shops including Iris, Deep Focus, and Tribal DDB, Benjamin possesses an entrepreneurial curiosity that has earned him a reputation as an industry ‘trailblazer’. By employing social media tools with keen proficiency Ben helps migrate consumers to new and pre-commoditized landscapes. Ultimately, assisting consumers in best determining opportunities for his clients. Past clients have included adidas, Office Depot, COTY, HBO, Nike, SONY, Sony Ericsson, Vitamin Water, Hertz, AVIS, Applebee’s, Cuervo, Dewars, Russian Standard Vodka, BMS, Sunovion, Orencia, Plavix, Lunesta, Humira, ETS, GRE, TOEFL, PRAXIS, TOEIC and the NRDC. Ben currently lives in Central New Jersey with his wife Elise, and daughters Rose & Violet. He is a News Hound and a Naturalist who finds inspiration in Humanities roots, and Science Fiction. Instructor Bio Benjamin.Weisman@MRMWorldwide.com twitter.com/buckyben facbook.com/buckyben flickr.com/buckyben1