MTech13: "Tools and Technologies for Social Media Success" - Jamie Pappas

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1. Tools and Technologies for Social Media Success @JamiePappas Director, Brand Communications & Social Media @Akamai NEDMA Marketing Technology Summit 2013 2. ©2013…

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1. Tools and Technologies for Social Media Success @JamiePappas Director, Brand Communications & Social Media @Akamai NEDMA Marketing Technology Summit 2013 2. ©2013 AKAMAI | FASTER FORWARDTM ©2013 AKAMAI | FASTER FORWARDTM #MTech13 @NEDMA | @JamiePappas @Akamai Director, Brand Communications & Social Media @Akamai Technologies I have been focused on social social media, e2.0 and enterprise communities for >8 years, digital for >10, marketing for 15 years, with hands-on experience in: •  External social media communities •  External blogs •  External company-owned communities •  Internal e2.0 communities •  Internal blogs •  Executive blogging and social media A little about me before we get started… 3. ©2013 AKAMAI | FASTER FORWARDTM ©2013 AKAMAI | FASTER FORWARDTM #MTech13 @NEDMA | @JamiePappas @Akamai Vision: Transform the way Akamai communicates, engages and collaborates with our key audiences. Strategy: 1.  Integrate social media into all communications touch-points. 2.  Embrace active listening. 3.  Empower and encourage amplification. We are building the framework and foundation to empower everyone at Akamai to be social! Social Marketing at Akamai 4. ©2013 AKAMAI | FASTER FORWARDTM ©2013 AKAMAI | FASTER FORWARDTM #MTech13 @NEDMA | @JamiePappas @Akamai An integrated suite of tools is critical to our success SocialEye •  Pre-scheduled news/info •  Centralized engagement metrics •  Workflows, permissions and content review HootSuite •  Real-time monitoring •  Real-time engagement Radian6 •  Long-term metrics •  Trending topics/posts •  Launch/event buzz •  Brand sentiment Salesforce •  Campaign integration •  Campaign tracking •  Lead gen/sales metrics Google Analytics •  Social referral traffic •  Social exit traffic •  Benchmarking against web traffic 5. ©2013 AKAMAI | FASTER FORWARDTM ©2013 AKAMAI | FASTER FORWARDTM #MTech13 @NEDMA | @JamiePappas @Akamai Audience Size Across Top 5 Channels •  Akamai has an audience of 61,000+ members across social (+144% over all of 2012) •  Social drove 217M+ views of Akamai content (+61% over all of 2012) •  Social drove 136,000+ mentions of Akamai and our products (+63% over all of 2012) Facebook 43% LinkedIn Corporate Page 37% Twitter 17% LinkedIn Customer Group 2% YouTube 1% Conversation Spread Across Top 10 Countries Cloud 22% Mobile 26% Security 26% Media 26% Conversation Spread Across Pillar U.S., 71% New Zealand, 14% Japan, 13% Indonesia, 12% China, 10% Venezuela, 9% Ireland, 9% Costa Rica, 8% Germany, 7% Greece, 7% Measurement: 2013 Year-to-Date Snapshot