1. SOCIAL MEDIA IS A WASTE
OF MONEY
BRIAN CROSS
MANAGING PARTNER & DIRECTOR OF ROCKET SCIENCE
ELASTICITY
PRESIDENT AND CEO
FUND ST. LOUIS
2. SOCIAL MEDIA IS A WASTE o
OF MONEY t doesn’t have t
But i be
BRIAN CROSS
MANAGING PARTNER & DIRECTOR OF ROCKET SCIENCE
ELASTICITY
PRESIDENT AND CEO
FUND ST. LOUIS
7. AGENDA:
1. THE “THANK YOU” ECONOMY
(OR MANNERS MARKETING)
2. OPERATIONAL
CONSIDERATIONS FOR
NONPROFITS
3. DON’T WASTE YOUR MONEY
ON SOCIAL MEDIA - OPTIMIZING
TO REACH THE OTHER 90%
11. THE NEW MATH
• Old: Message 5,000,000 to possibly reach 500!
• New: Personally reach 500 who influence 5,000 who influence
20,000 who influence 200,000!
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12. 130
FRIENDS
300
FOLLOW
EVERYONE
REACHES
7,740 PEOPLE
13.
14. SOCIAL MEDIA
IS THE
RE-INVENTION
OF THE
SMALL TOWN
15. 1. BE INTERESTING
2. MAKE IT EASY
3. MAKE PEOPLE
HAPPY
3 RULES OF WORD OF MOUTH
16. WOM CHECKLIST: 4 ELEMENTS
1.TALKERS
2.MESSAGE
3.TOOLS
4.MEASUREMENT
19. THEY’LL TALK ABOUT YOU IF
It makes them look smart
It enables them to help others
It allows them to feel important
It enables connection to a group
20. CONTENT MARKETING
• Creative: it’s a 24-hour content cycle.
You’d better have something to break
through the noise of the conversation.
• Brand Building: Content and
conversation defines a brand more
than a new logo or a press release
• Engaging: Inspire feedback. This is
not a copywriting assignment.
• Relevance is Redefined: To create
conversation, simple, random and
banal may be a brand’s best bets.
28. BEFORE DECLARING ROI - DEFINE THE “R”
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29. DO
Think about engagement - NOT size
Activate your fans
Be Committed
Keep things professional
Have a strategy
Resist the temptation to sell
Stick to what you know
30. Be infrequent in your engagement
Go by “gut” feel
Make use it as a broadcast channel
Be cool
Be the smartest person in the room
Forget the permanence of search
DON’T
34. BEFORE YOU GO
• Allow your audience to help you
shape your brand
• Build a sense of community
• Traditional and Social media can play
ping-pong
• Content is the new branding
• “Pull” don’t “Push”
• If you’re small, play like you’re big.
• If you’re big, play like you’re small.
35. MANAGING PARTNER &
DIRECTOR OF ROCKET SCIENCE
BRIAN ELASTICITY
CROSS brian@goelastic.com
314.292.9680
www.elasticthought.com
www.facebook.com/briancross
www.twitter.com/vanceopel
PRESIDENT AND CEO
FUND ST. LOUIS
brian@fundstlouis.org
800.385.6419
www.fundstlouis.org
www.facebook.com/fundstl
www.twitter.com/fundstl