AJ Gerritson's presentation at The New England Chapter of the Marketing Research Association's Annual One Day Conference on 4/28/10.

1. Leveraging Social Media to Grow Your Research Business Presented by: AJ Gerritson, 451 Marketing

4. Case Study: Ford Focus and the Lion Man

9. INTRO The return on investment from the campaign can be calculated. For example, Goodwill Industries launched a virtual fashion showroom and blog. Within two weeks of the launch of the fashion showroom, 48% of viewers made purchases from the Goodwill eBay store. To date, 15% of all viewers have made purchases from the online store.

10. INTRO The second is to take a measure that is more based on value. Value is created when people become aware of you and engage with your content. Their influence can be spread as they recommend a friend, share a comment or bookmark your content. This is a process in which you are seen as valuable enough to continue the relationship. Over time, a transaction or recommendation may happen. In the example of Goodwill Industries, they have over a 60% retention on their blog and one out of 14 people who read the blog click over to one of Goodwill's shopping sites (eBay, ShopGoodwill.com).

12. INTRO The importance of building a social media strategy

14. INTRO Take Away If Motrin had a clear strategy in place that incorporated an understanding of the company’s audience, designated social media roles, and a protocol that established monitoring tools, they probably never would have run the ad in the first place. Even if they had, they would at least been able to contain the backlash.

18. How to construct a social strategy for growing your business

24. Step 6 – Establish a protocol 1. What information do we want to keep private? 2. What kinds of information would we benefit from making public? 3. What personal social media use is appropriate? Inappropriate? 4. How will we measure which rules are helpful and which are not? 5. Who are our quality followers? How can we continually engage them? 6. How can we consistently send our messages? 7. Should we have a set of rules for proactive social media use? Reactive social media use? 8. How do we respond to positive engagement versus negative engagement?

25. Step 7 – Execute strategy

27. INTRO Shadowing?

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33. INTRO Two case studies that everyone MUST hear

36. Execution • Developed Strategy • Optimized Website • SEO/PR • Created Social Communities (3 Blogs, 8 Twitter Feeds, 7 LinkedIn Groups) • Trained Staff (Utilize Tools) • Launched “Recruiting 2.0”

37. Results • 65% Increase in monthly traffic from Google • LinkedIn Groups have become a tremendous applicant and lead source • Over 100k PR impressions • USP “Recruiting 2.0”

38. Pre-campaign monthly site traffic = 3,486 Last month’s site traffic = 27,810! (a 900% increase in traffic)

39. Case Study

43. Case Study Campaign Components

47. 7% Who Is 451 Marketing? Founded in February, 2004 Located on School Street in Boston A collaboration of 15 industry veterans committed to being best-of-breed social media, public relations, and creative specialists Clients include Allstate, Westin Hotels, Commonwealth of Massachusetts. Recently launched the MassItsAllHere.com website for the Commonwealth of Massachusetts.

48. AJ Gerritson, Founding Partner 451 Marketing 21 School Street, 3 rd Floor Boston, MA 02108 617-259-1605 x 204 www.451marketing.com www.451heat.com www.Linkedin.com/in/ajgerritson @ajgerritson