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Making Sense of Social Media: Strategy Matters (2010)

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Making Sense Of Social Media Strategy Matters Bryan Huber, Chief Interactive Officer
About Bryan Bryan Huber Chief Interactive Officer Quick facts: ‣ Involved in the internet before Al Gore invented it ‣ Built first corporate website in 1996 ‣ On LinkedIn since 2003 ‣ Joined Paul Werth Associates in 2010 ©2010 Paul Werth Associates | Builder’s Exchange
So, What Is Social Media?
What is Social Media? User Generated Content ©2010 Paul Werth Associates | Builder’s Exchange
What is Social Media? It’s not a new phenomenon It’s been around for over 20 years! ©2010 Paul Werth Associates | Builder’s Exchange
What is Social Media? Ways for users to generate content Photo Video Blogs Sharing Sharing Social Podcasts Ratings Wikis Networking Micro Message Comments Blogs Boards ©2010 Paul Werth Associates | Builder’s Exchange
What is Social Media? More And More Content Is Being Created On Mobile Devices ©2010 Paul Werth Associates | Builder’s Exchange
So, What Is Social Networking?
What is Social Networking? Tools That Allow Users To Connect And Build Relationships ©2010 Paul Werth Associates | Builder’s Exchange
What is Social Networking? Tools for users to connect Facebook Twitter YouTube Flickr LinkedIn FourSquare UStream Last.fm ShareThis MySpace There are many, many more… ©2010 Paul Werth Associates | Builder’s Exchange
Why Is It important? Almost 600 Million Facebook Users ©2010 Paul Werth Associates | Builder’s Exchange
Why Is It important? Over 4 Billion Photos on Flickr ©2010 Paul Werth Associates | Builder’s Exchange
Why Is It important? 13 Hours Of Video Uploaded Per Minute On YouTube ©2010 Paul Werth Associates | Builder’s Exchange
Why Is It important? Over 13 Million Articles on Wikipedia ©2010 Paul Werth Associates | Builder’s Exchange
Why Is It important? Over 300 Check-ins Per Second On Foursquare ©2010 Paul Werth Associates | Builder’s Exchange
Why Should You Care?
Why should you care? Allows you to build relationships with customers. ©2010 Paul Werth Associates | Builder’s Exchange
Why should you care? Allows you to be part of a consistent conversation. ©2010 Paul Werth Associates | Builder’s Exchange
Why should you care? A conversation which includes your industry, your company, your competitors, and your customers. ©2010 Paul Werth Associates | Builder’s Exchange
Why should you care? Companies can: ‣ Connect ‣ Listen ‣ Contribute ‣ Respond ‣ Measure ©2010 Paul Werth Associates | Builder’s Exchange
Why Is Social Media Important To Your Marketing Mix?
Part of Your Marketing Mix Social Media...One Part of Your Marketing Effort ‣ Additional channels to expand your reach. ‣ Strategy reigns! ‣ Create and share compelling content. ‣ Stay disciplined, engaged and motivated. ©2010 Paul Werth Associates | Builder’s Exchange
Avoiding Social Media Crisis
Avoiding Social Media Crisis Reputation is.... The sacred trust between a company and its customers. It takes 3-10 years to repair once damage is inflicted. ©2010 Paul Werth Associates | Builder’s Exchange
Avoiding Social Media Crisis Social Media + Reputation The Great Unknown! ©2010 Paul Werth Associates | Builder’s Exchange
Avoiding Social Media Crisis What’s Changed? ‣ People find comfort in information, regardless of quality, a trait enhanced in 24/7 news cycle. ‣ Journalists, bloggers find sources while you’re writing the news release. ‣ Social media impacts the perception of your organization whether or not you are involved and aware. ‣ Now you have more opportunities to engage reporters and stakeholders – and to BE the media. ©2010 Paul Werth Associates | Builder’s Exchange
Avoiding Social Media Crisis Be the Media! ‣ Paid ‣ Earned ‣ Owned (web) ‣ Shared (social) ©2010 Paul Werth Associates | Builder’s Exchange
Building Your Community
Building Your Community How to Manage Your Time? ‣ Discipline ‣ Create an editorial calendar. ‣ Use dashboards and management tools. This is how to ‣ Engagement compete with ‣ Build relationships and activate your voice. the big guys! ‣ Enhance your reputation. ‣ Motivation ‣ Don’t go it alone. ©2010 Paul Werth Associates | Builder’s Exchange
Building Your Community Build Compelling Content ‣ Do your homework. ‣ What do your customers care about? ‣ Test ideas before you campaign. ‣ Don’t ignore the potential of social media for free polling. ‣ Keep it brief. ‣ And use images, video and audio to tell your story. ©2010 Paul Werth Associates | Builder’s Exchange
Questions? ©2010 Paul Werth Associates | Builder’s Exchange
Connect With Me in/bryanhuber @bryanhuber in/paulwerthassociates @paulwerth paulwerth.com ©2010 Paul Werth Associates | Builder’s Exchange
Thank You

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Making Sense of Social Media: Strategy Matters (2010)

  • 1. Making Sense Of Social Media Strategy Matters Bryan Huber, Chief Interactive Officer
  • 2. About Bryan Bryan Huber Chief Interactive Officer Quick facts: ‣ Involved in the internet before Al Gore invented it ‣ Built first corporate website in 1996 ‣ On LinkedIn since 2003 ‣ Joined Paul Werth Associates in 2010 ©2010 Paul Werth Associates | Builder’s Exchange
  • 4. What is Social Media? User Generated Content ©2010 Paul Werth Associates | Builder’s Exchange
  • 5. What is Social Media? It’s not a new phenomenon It’s been around for over 20 years! ©2010 Paul Werth Associates | Builder’s Exchange
  • 6. What is Social Media? Ways for users to generate content Photo Video Blogs Sharing Sharing Social Podcasts Ratings Wikis Networking Micro Message Comments Blogs Boards ©2010 Paul Werth Associates | Builder’s Exchange
  • 7. What is Social Media? More And More Content Is Being Created On Mobile Devices ©2010 Paul Werth Associates | Builder’s Exchange
  • 8. So, What Is Social Networking?
  • 9. What is Social Networking? Tools That Allow Users To Connect And Build Relationships ©2010 Paul Werth Associates | Builder’s Exchange
  • 10. What is Social Networking? Tools for users to connect Facebook Twitter YouTube Flickr LinkedIn FourSquare UStream Last.fm ShareThis MySpace There are many, many more… ©2010 Paul Werth Associates | Builder’s Exchange
  • 11. Why Is It important? Almost 600 Million Facebook Users ©2010 Paul Werth Associates | Builder’s Exchange
  • 12. Why Is It important? Over 4 Billion Photos on Flickr ©2010 Paul Werth Associates | Builder’s Exchange
  • 13. Why Is It important? 13 Hours Of Video Uploaded Per Minute On YouTube ©2010 Paul Werth Associates | Builder’s Exchange
  • 14. Why Is It important? Over 13 Million Articles on Wikipedia ©2010 Paul Werth Associates | Builder’s Exchange
  • 15. Why Is It important? Over 300 Check-ins Per Second On Foursquare ©2010 Paul Werth Associates | Builder’s Exchange
  • 16. Why Should You Care?
  • 17. Why should you care? Allows you to build relationships with customers. ©2010 Paul Werth Associates | Builder’s Exchange
  • 18. Why should you care? Allows you to be part of a consistent conversation. ©2010 Paul Werth Associates | Builder’s Exchange
  • 19. Why should you care? A conversation which includes your industry, your company, your competitors, and your customers. ©2010 Paul Werth Associates | Builder’s Exchange
  • 20. Why should you care? Companies can: ‣ Connect ‣ Listen ‣ Contribute ‣ Respond ‣ Measure ©2010 Paul Werth Associates | Builder’s Exchange
  • 21. Why Is Social Media Important To Your Marketing Mix?
  • 22. Part of Your Marketing Mix Social Media...One Part of Your Marketing Effort ‣ Additional channels to expand your reach. ‣ Strategy reigns! ‣ Create and share compelling content. ‣ Stay disciplined, engaged and motivated. ©2010 Paul Werth Associates | Builder’s Exchange
  • 24. Avoiding Social Media Crisis Reputation is.... The sacred trust between a company and its customers. It takes 3-10 years to repair once damage is inflicted. ©2010 Paul Werth Associates | Builder’s Exchange
  • 25. Avoiding Social Media Crisis Social Media + Reputation The Great Unknown! ©2010 Paul Werth Associates | Builder’s Exchange
  • 26. Avoiding Social Media Crisis What’s Changed? ‣ People find comfort in information, regardless of quality, a trait enhanced in 24/7 news cycle. ‣ Journalists, bloggers find sources while you’re writing the news release. ‣ Social media impacts the perception of your organization whether or not you are involved and aware. ‣ Now you have more opportunities to engage reporters and stakeholders – and to BE the media. ©2010 Paul Werth Associates | Builder’s Exchange
  • 27. Avoiding Social Media Crisis Be the Media! ‣ Paid ‣ Earned ‣ Owned (web) ‣ Shared (social) ©2010 Paul Werth Associates | Builder’s Exchange
  • 29. Building Your Community How to Manage Your Time? ‣ Discipline ‣ Create an editorial calendar. ‣ Use dashboards and management tools. This is how to ‣ Engagement compete with ‣ Build relationships and activate your voice. the big guys! ‣ Enhance your reputation. ‣ Motivation ‣ Don’t go it alone. ©2010 Paul Werth Associates | Builder’s Exchange
  • 30. Building Your Community Build Compelling Content ‣ Do your homework. ‣ What do your customers care about? ‣ Test ideas before you campaign. ‣ Don’t ignore the potential of social media for free polling. ‣ Keep it brief. ‣ And use images, video and audio to tell your story. ©2010 Paul Werth Associates | Builder’s Exchange
  • 31. Questions? ©2010 Paul Werth Associates | Builder’s Exchange
  • 32. Connect With Me in/bryanhuber @bryanhuber in/paulwerthassociates @paulwerth paulwerth.com ©2010 Paul Werth Associates | Builder’s Exchange