1. Lithium Communities

    01:43

    from Lithium / Added

    13K Plays / / 0 Comments

    Drive revenue, reduce service costs and build lasting advocates with Lithium's online community tools. Harness the trusted content your passionate customers bring to your website to enhance SEO and make your website a social destination for the long haul.

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    • The Coca-Cola Company: The Power of Coca-Cola Journey -- presented by Ashley Callahan

      29:57

      from SocialMedia.org / Added

      3,334 Plays / / 0 Comments

      BlogWell: How Big Brands Use Social Media is an amazing series of events presented by SocialMedia.org that features 8 great case studies in corporate social media. To learn more, visit socialmedia.org/blogwell/. To download the slide presentation in this video, visit wom.us/170Vy8e. ---------------------------------------------------------------------------------------------------------------------- In her BlogWell Bay Area presentation, The Coca-Cola Company's Manager of Digital Communications and Social Media, Ashley Callahan, shares how the brand's "Coca-Cola Journey" campaign grew its social media channels by 100%. She offers tips on how to create compelling, meaningful content and how to effectively track results through examples of the successful Journey campaign. ---------------------------------------------------------------------------------------------------------------------- Below is live coverage of this session: — Ashley says the Coca-Cola Journey was launched to become a hub of great content. The website was redesigned to be an editorial magazine format. — There is a large planning process that includes public affairs and marketing folks. They meet with global marketing folks and take pitches from freelancers as well. — Ashley says compelling content can be a blog, photo, or a video. The water cooler test is applied to all stories. • Does it answer the “Why should I care” test? • Does it surprise you? • Is it compelling with universal appeal? • Is it being measured systematically? — As a marketer they ask: • Does the topic generate interest? • Is it new? • Is it something we've seen before? — Ashley shares the most interesting content to Coca-Cola audiences according to metrics: • Food • Company History • Jobs —Integrating great content across channels has led to it being seen 500 times, 2,400 page views, and an infographic on The Daily Beast. — Ashley says the most popular content of all time is The Coca-Cola Journey resulting in 8,000 shares from people syndicating their content by sharing it on their own sites/social media profiles. — Success metrics include website visitors, sharing, and media coverage of Coca-Cola Journey stories. — What’s next? Building an infrastructure to support Journey editors and owners globally with localized content. They will be hosting content that would have been in a microsite in the past on the brand site (Journey). Q & A: Q: Did you bring in people with a journalism background to get Journey started? A: Ashley: Yes, people with journalism degrees and backgrounds are leading the effort. I also have a journalism background. Q: How is media supported within the company? A: Ashley: Our largest business strategy is lead by the CEO who wants to double the audience by 2020. We’re not monetizing it, it is set up like a publisher. This allows for more freedom to talk about different topics. Q: Is all of your content created by Coca-Cola or do you also have content created by users/communities. How do you manage global content and translation? A: Ashley: We write both brand and non-Coke articles. We work with freelancers. We've republished content from media outlets we respect and enjoyed. We have also worked with General Mills to source content from their food website and with partners such as Ronald McDonald House. Q: Do you have communities where customers generate content (user generated content)? A: Ashley: Yes, it is a new feature on the website launched in the past month. Q: Have you gotten any push back on this being more lifestyle-oriented versus product-centric? A: Ashley: This is where metrics come in. People love to hear about products. We look at what has worked in the past to see what worked and what hasn't. People can’t argue with numbers. Q: What tools do you use? A: Ashley: Gigya, proprietary CMS. Every article is weighted on views, shares, and bounce rate = expressions of interest score. SEO is a big part of the formula. We look at keywords that aren't as competitive that we can use and own. This [Journey] has grown our social media channels 100% . Q: What’s next for Coca-Cola social media? A: Ashley: Our goal is to grow the new social media platforms such as Instagram. We customize content to each platforms. For example, jobs are posted to LinkedIn. Lists in short digestable formats such as “2 things you should know” work really well in content and so do images.

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      • UCB Pharma: Increasing Patient Connectivity Through Social Media -- presented by Greg Cohen

        27:36

        from SocialMedia.org / Added

        447 Plays / / 0 Comments

        BlogWell: How Big Brands Use Social Media is an amazing series of events presented by SocialMedia.org that features 8 great case studies in corporate social media. To learn more, visit socialmedia.org/blogwell/. To download the slide presentation in this video, visit http://wom.us/18gdMTy. ---------------------------------------------------------------------------------------------------------------------- In his BlogWell Bay Area presentation, UCB Pharma's Manager of Social Media and Customer Influence, Greg Cohen, explains how the brand used social to better connect with their patients on a personal level. He shares how UCB Pharma's latest social wellness campaign lets patients express themselves and inspire others through multiple social channels. ---------------------------------------------------------------------------------------------------------------------- Below is live coverage of this session: — Greg: I promise not to talk about anything too crazy. All my friends imagine that I have nine screens in front of me at all times, but I think of myself as a James Bond figure, not worried about the technology, but about meeting people and understanding what’s happening around us. — I focus on making patients feel special, not just an ID number. We specialize in patient-centric marketing. We like to let patients speak and tell their story. It’s not about selling products. It’s about sharing — from diagnosis, to their story after dealing with a disease for many years. — How to handle Social Expression: 1. Listen. Understand what they need. 2. What do your patients want? 3. Consider language. Make it relatable to patients. Patients only know how they feel and what they want to talk about. 4. Develop programs to elicit feedback that gives patients the opportunity to express themselves. — Greg: What social can give us and can do for us: Insights into what patients are thinking and doing, descriptions of patient-doctor interactions, general direction for quantitative and qualitative research, and patient success stories. — We work with a variety of diseases, and we give people information about their diseases. — We developed an integrated marketing approach to help people understand their disease, including a printed magazine. — We inspire, educate, and engage. — We launched our page in 2009, with no commenting. In 2011, we turned on limited commenting. In 2013, we decided we would let our team post what they wanted. Before that, we had to approve every post. — We launched a My4Words campaign that became an emotional driver that let patients express themselves and inspire others. We developed a campaign around everyday victories for arthritis patients. So far we’ve had about 900 stories shared with us and we hope to have a couple thousand by the end of the year. We developed 208 thank-you videos with people submitting their stories. We matched donations from donors and worked to engage our community. — Key Lessons When Dealing With Disease on Social: 1. Be positive. Don’t let it get you down. 2. Encourage creative thinking beyond the rules of compliance and regulatory bodies. Then, reshape the context of what is possible. 3. Don’t rely on education tools of the past. 4. Set up processes and stick to it. 5. In the end, it’s all about patients. — Greg: What I love about my job is that there is no sales function connected to it! We’re here to make communities, friends and connections. We’re here to help and here to be a resource for people. Q & A: Q: How do you measure success? A: Greg: In the beginning, it was about metrics. But what we began focusing on was people who saw our content that weren’t already in our community. We’re spreading information about serious diseases and our programs.

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        • Personal Employee Workspaces

          03:03

          from Intranet Connections / Added

          369 Plays / / 0 Comments

          Personalize your intranet experience with employee private workspaces including pages for widgets, alerts, subscriptions and bookmarking

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          • BIG data Social Panel - connecting our world and everything in it!

            46:37

            from Interactive Scotland / Added

            21 Plays / / 0 Comments

            Gary Ennis, Managing Director from NS Design hosts a panel addressing the question "Does serendipity play a major role in developing the leading digital and social platforms?" Gary is joined by Dave Coplin, Microsoft Richard Ayers, Seven League Benjamin Faes, Google Jason Ball, Qualcomm Ventures Bob Thomson, Storm Ideas

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            • Blue Note: Trolls, Detractors and Bozo (Handling the Haters)

              02:28

              from Mighty Media Group / Added

              126 Plays / / 0 Comments

              If you are engaging with your online community online, chances are you have or will experience a negative comment or person. It rarely pays to fight fire with fire but Stephenie Rodriguez, Chief Enabling Officer of Mighty Media Group offers three tips for handling the heat and turning negative into a positive.

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              • Social Brand Platforms

                31:10

                from Make Web Not War / Added

                28 Plays / / 0 Comments

                Speaker: Jamie Garratt Websites are dead… Well, the tradition 1 to 1 websites are. I’d like to speak about how brands are now moving to Social Platforms first for their marketing and business needs. At Idea Rebel we innovate Social and Web strategies for clients such as Electronic Arts, Aritzia and Mountain Equipment coop.

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                • Social Media good for brands

                  07:42

                  from Aneta Falconer / Added

                  50 Plays / / 0 Comments

                  This webcast explains what social media is and why it’s called social. Its positives and negatives for business and it’s connection to PR. Thanks to social network PR can be almost invisible. Is it a a good thing for brands and businesses? Probably. But is it good for consumers? Read more at: http://netasbitsandpieces.blogspot.com/2010/02/brand-and-social-media.html *this webcast was made for studying purposes.

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