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Social Business B2B at WM Phoenix Open

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April Sonsona presented on Waste Management's social media strategy for the WM Phoenix Open golf tournament. She discussed how they used influencers to promote sponsor awareness pre-tournament. During the tournament, they ran contests to highlight their services and hosted a sustainability forum. Their efforts on social media generated over 22 million impressions over the 5 day event. Their tracking of key metrics showed their social media efforts were successful in promoting Waste Management's brand and services to business audiences.

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SOCIALMEDIA.ORG CASE STUDIES Member Meeting 32 Chicago, 6-15-2014 Learn more about Member Meetings socialmedia.org/meetings SOC IALMEDIA. ORG MEM B ER MEETIN G 32 CHICA GO Waste Management April Sonsona Social media: Social business to business at WM Phoenix Open
Social Media April Sonsona Senior Manager, Social Media Social Business to Business at WM Phoenix Open July 15, 2014
April Sonsona @aprils_pen Waste Management Lead Social Media for company, built social media CRM Contractor for Centers for Disease Control Social Media Strategist - campaigns, content development, reporting & analytics The Home Depot Social Media Specialist, 6 years Part of original in-house team in charge of social media campaigns, monitoring, reporting & analytics Senior Manager, Social Media
Process & Planning Pre-Tournament Activities – Sponsorship Awareness Influencers Charities During Tournament – Services Awareness Contests Sustainability Forum Stages
Influencers - ProAm
Influencer & Player Notification
Charities
Influencers & Charity
Process & Planning During Tournament – Services Awareness Contests Sustainability Forum Stages
Contests Highlight Services on Course
PHOTO CONTESTS WINNERS ROUND 1 ROUND 2 ROUND 3 ROUND 4 green on 16th @tpcscottsdale #greenestshow #WantToWinSuiteTickets @wmphoenixopen @wastemanagement Waste Management!! #golf #pga #stripeshow #greenestshow Man these guys do it all out here! #greenestshow @ WasteManagement @WMPhoenixOpen My first time at the @wmphoenixopen #greenestshow #axwx #perfectday WINNINGPHOTOWINNER(S)
@Waste Management #greenestshow you guys have convinced my husband off 16 and to volunteer! Again, a huge thank you to all my friends @wastemanagement for having me at their corporate box! #greenestshow #thinkgreen
New Sustainable Initiatives
Sustainability Forum Conference & Thought Leadership
Impressions – 362,000+
5 days 15,000+ #GreenestShow used 75,000+ Engagements 22 Million Impressions
Summary Social Business to Business • Tracking & Measurement • Influencers Match Target Audience • Engagement • Contests • Sustainability Forum • Break up event in stages
563,000 Total Attendance
Contact April Sonsona Senior Manager, Social Media Waste Management @aprils_pen @wastemanagement
Learn more about past and upcoming Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 32 Chicago, 6-15-2014 Learn more about Member Meetings socialmedia.org/meetings SOC IALMEDIA. ORG MEM B ER MEETIN G 32 CHICA GO

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Logitech: Managing social media for a global brand, presented by Reagan Freyer
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Bristol-Myers Squibb: Making social content meaningful for patients, presente...
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Subaru: How Subaru shares the love from its loyal fans and uses UGC to maximi...
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Intuit: #SelfEmployed awareness campaign, presented by Geoff Morgan
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Dole: How we brought social in-house, presented by Amy Summers
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Cambia Health Solutions: HIPAA is not a reason to ignore people, presented by...
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UPS: Proactive social listening, presented by Vincent Washington
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Rackspace Hosting: How to address the "what if's" when starting a social enab...
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The Hershey Company: Developing a social media presence for a 122-year-old co...
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3M: Centralization across the enterprise, presented by Amber Campeau and Suzy...
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Measurement that matters, presented by Natalie Williams
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Social Business B2B at WM Phoenix Open