Presentation given 19 May 2010 during Social Media Club Amsterdam

1. Successful Social Media
Best Practices
Joel Warady
Principal
Joel Warady Group
19 May, 2010
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2. It’s Tough Out There!
New Marketing & Communicating
Demands
More Than New Ideas
It Demands a Reinvention of
the Entire Organization
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3. “Human Beings are
Powered by Emotion, Not
by Reason” ♥
How does this change
the way you market your
corporate brand?
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4. “Trademarks are owned by
companies who create
them.”
“Lovemarks are owned by the
people who love them.”
—Lovemarks: The Future Beyond Brands, Kevin Roberts
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5. “The essential difference
between emotion and reason is
that emotion leads to action,
while reason leads to
conclusions.”—Donald Calne, neurologist
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6. Social Media
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7. Make Your Ears as Large as
Possible
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8. Don’t Close Your Ears Because You
Don’t Like What You Hear
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9. test
Fas ng!
Growi
• #1 social networking site on the web
• More than 400 million active users Age % of Users
worldwide in April, 2010 18 - 24 29.22%
• Over 125 million users in U.S. alone 25 - 34 24.70%
• Average user spends at least 55 35 - 44 20.10%
minutes on Facebook per day 45 - 54 16.97%
• Companies can create Business Pages 55+ 9.01%
in which customers or future
customers can become fans (now Gender % of Users
“likes”) and interact with your page by Male 45%
leaving comments, posting pictures, Female 55%
sharing comments
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Courtesy of Quantcast.com

10. Give Your Community
Reasons to Like You
“They Like Me,
They Really Like
Me!!!”
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11. Listen to the Conversations
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12. Engage the Community
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13. Engage with Fans
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14. Give Them Options
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15. Let Them Talk
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17. Provide Quick Responses
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20. Age % of Users
• 108 million users a month (February, 15 - 24 29%
2010)
25 - 34 27%
• Over 1 billion views per day (February,
2010) 35 - 44 25%
• 75% of Americans watched an online 45 - 54 15%
video last month 55+ 4%
• Companies can link to their consumers Gender % of Users
very personally and provide short,
compelling videos, introducing Male 49%
themselves, products, events, etc. Female 51%
• The reach is considerable when videos
spread virally through email, websites,
other media platforms
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Courtesy of Quantcast.com

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22. Compelling Content
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23. • Social networking site that combines texting and Gender % of Users
blogging called microblogging Male 48%
• 75 million Twitter members Attracting 180 million Female 52%
visitors per month
• Twitter can be used to provide short messages
about trends from trade shows being attended,
announcing new availability, announcing events,
or involving consumers in NPD
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Courtesy of Quantcast.com

24. Set the Proper Tone
Content
Conversation
Correspondence
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25. Look Your Very Best
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27. 27

28. Help Them Find Their
Way Back Home
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32. • Over 60 million registered users and
almost 11.7 million visits to the site per Age % of User
month
3-11 0%
• A virtual business card rolodex. With all
of your contacts on one page you can 12-17 0%
connect with past, present, and future
clients and suppliers very easily
18-34 37%
• Is unmatched with any other social 35-49 43%
networking site in connecting businesses
or professionals to one another 50+ 20%
• More than 75% of users are college
educated Gender % of Users
• LinkedIn can be utilized for referrals or to
Male 48%
build creditability
Female 52%
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Courtesy of Quantcast.com

33. Viral Brand Awareness
• You Don’t Own Your Brand
– They own your brand
• Who are they???
– Customers
– Users
– Lovers
– Haters
– Competitors
– The People of Earth
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34. Build Relationships
Blog For Us! We’ll
make it worth your
while.
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35. Build Relationships
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36. Blogs and Your Brand
• 81% of online searchers read blogs
– 53% read them weekly
– 70% of the 53% pass the information on to others
• Should you write your own Blog
– Okay if you are transparent
– Absolutely not acceptable if through subterfuge
– Wal-Marting Across America
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38. Corporate Blog
• Provides steady stream of anticipated new content to
your target audience
• Creates an interactive, live personality to the
company, not just a static corporate feel
• Enables the content to be picked up by blog feeds and
consumers, it heightens awareness of the company
• Creates transparency
• Builds relationships
• Easily incorporated into other platforms
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39. Integrate Online & Offline
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40. Integrate Offline and Online
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41. Integrate Online and Offline
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42. The Way We Connect is
Changing
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43. The Way We Connect is
Changing… Really Fast!
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44. Marketing Without Marketing:
A Brand Hijack Manifesto
Let go of the fallacy that your brand belongs to you. It belongs to the market.
Co-create your brand by collaborating with your customers.
Scrap the focus groups, fire the cool chasers, and hire your audience.
Facilitate your most influential and passionate customers in translating your brand’s
message to a broader audience.
Be patient. Your brand initiative could take years – or weeks – to take off.
Be flexible. Carefully plan every step, but be totally open to having the story
rewritten along the way.
Lose control. Free yourself to seize sudden opportunities that only last for moments.
Resist the paranoid urge for consistency. Embrace the value of being surprising and
imperfect.
Respect your community. Draw the line between promotion and the ad-busting
trinity of manipulation, intrusion, and co-option.
Let the market hijack your brand.
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45. Thank you!
Questions:
joel@joelwarady.com
You can also find me on:
Facebook – joelwarady
LinkedIn – joelwarady
Twitter - @joelwarady
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