Understanding how tom communicate on social media requires a deeper understanding of who could be interested in your content. It's not as simple as posting content, you must understand the story of your potential customers and figure how you apply to them, not them to you.

1. M O N I TO R I N G & A NA LYS I S O F S O C I A L M E D I A
I M PA C T O N C O R P O R AT E
B R A N D & I N T E R N A L S O C I A L S T R AT E G I E S
Social Intelligence, May 5 & 6
Gregory Birgfeld, Associate Director, Social Media Strategy & Analytics. Onyx Pharmaceuticals/Amgen

2. M O N I TO R I N G & A NA LYS I S O F S O C I A L M E D I A
I M PA C T O N C O R P O R AT E
B R A N D & I N T E R N A L S O C I A L S T R AT E G I E S
Social Intelligence, May 5 & 6
Gregory Birgfeld, Associate Director, Social Media Strategy & Analytics. Onyx Pharmaceuticals/Amgen

3. TRUTH

4. I M PA C T O N
C O R P O R AT E B R A N D
& I N T E R N A L S O C I A L
S T R AT E G I E S
M O N I T O R I N G &
A N A LY S I S O F
S O C I A L M E D I A
Gregory Birgfeld
Associate Director,
Social Media Strategy & Analytics
!
@gbirgfeld

5. The viewpoints and opinions expressed
in this presentation do not represent
those of my employer

6. Lascaux Cave paintings estimated to be 17,300 years old.

8. !
Smoke Signals, Frederic Remington (1861-1909)
!

9. So all we have to do is…. LISTEN, Right?

10. So all we have to do is…. LISTEN the right way.

11. A touch more complicated

12. STORY

13. Social Media
Twitter
FacebookLinkedIn
YouTube
Instagram
Pinterest
GlassDoor Google+
Flickr
Blogs

14. Social Media
Advertising
Public
Relations
Advocacy
Investor
Relations
Professional
Organizations
Employees
HR
Customer
Service
Executive
Leadership
Brand

15. Brand
Customer
Other
Brand
Competitor
Competitor
Other
Brand
Other
Brand
Other
Brand
Other
Brand
Persona

17. A S T H E PA R T I C I PA N T
S O C I A L L I S T E N I N G

18. S O C I A L L I S T E N I N G : A S A PA R T I C I PA N T
• What are the problems, or what are the activities that
revolve around your product/brand?
• Hear the stories that are wrapped around these
moments, create a storyline.
• What is the intersection of that story to your brand.

19. C R E AT E P E R S O N A S
PA R T I C I PA N T L I S T E N I N G

20. W H AT I S T H E I R
D I G I TA L L A N G U A G E ?
PA R T I C I PA N T L I S T E N I N G

21. A S A B R A N D
S O C I A L L I S T E N I N G

22. S O C I A L L I S T E N I N G : A S A B R A N D
• What is being said about you now?
• What conversations are you relevant to?
• What terms exist alongside your brand or product?
• What is happening when you're brand is mentioned?
• Who is sharing your content, where, when and why?

23. The Tuilleries, 20th June 1792
I N T E R N A L
L I S T E N I N G
W H O A R E W E , R E A L LY ?

24. W H O A R E W E , R E A L LY ? : I N T E R N A L L I S T E N I N G
• Understand that your brand is represented by every
single employee in your organization.
• Any data around employee interaction is important to
understand your brand personality. (HR, Customer
Service, Glassdoor, etc)
• The value of promoting and supporting your brand
community can not be overstated.

25. W H AT I S
O U R VA L U E ?
O U R P E R S O N A ?
R E A C T I N G T O C O N T E N T
James Joyce, Dublin, 1904

26. C O M PA N Y W I D E
M E D I A C R E AT I O N
• Sales
• Marketing
• Investor Relations
• Customer Services
• Human Resources
• Product Development
• Technology
• Charitable/Advocacy
• Current Employees Activities
that match Your Brand

27. B R I N G I N G I T A L L T O G E T H E R
W H AT VA L U E C A N
Y O U B R I N G T O
T H E I R S T O RY ?
The Neverending Story, Warner Bros.,1984

28. I M PA C T O N
C O R P O R AT E B R A N D
& I N T E R N A L S O C I A L
S T R AT E G I E S
M O N I T O R I N G &
A N A LY S I S O F
S O C I A L M E D I A
Gregory Birgfeld
Associate Director,
Social Media Strategy & Analytics
!
@gbirgfeld
Thank You