Paid Earned Owned
Social Media Brand and Product
(Pages and Feeds) Websites
PPC – Search Word of Mouth Mobile Brand and
Marketing Product Websites
Mobile Advertising User Forums Proprietary Mobile
Sponsorships News, PR, Customer Care
Paid Applications Relationships Digital Content
Who/Where are they?
What is their personality
How/Where do they
How/Where do they
The Importance of Words
Treat this part very seriously. It is a myth that successful
communication relies mainly on delivery style.
What you say is just as important as how you say it.
Certain words have great psychological impact on
us. They address our basic human desires and our
emotional needs and wants.
They compel us to pay attention and take action.
Successful copywriters use certain words to add
persuasive power to their ads.
Specificity can result from descriptive language.
Which dessert would get your attention faster?
Something described as “A sinful
combination of bourbon-soaked
vanilla beans and fresh raspberries
With a chocolate ganache surprise”.
Get your audience salivating
Much of the language in corporations today is clichéd,
vague, and pretentious. When speaking, be concise,
clear, and authentic – get to the human side of language.
Call to action
If you end with a call to action, make it clear and specific.
Your audience should know exactly what they are called to
do and have reasons for taking that course of action.
Leave the participants with a memorable comment or
question that ties directly back to your main point.
Most messages should end in such away that
participants are inclined to crave more
information you may share with them later.
When appropriate, leave the audience at a
climax: promise that in a future message you
will provide additional useful information.
The human brain seeks closure.
Participants will be inclined to return to
something that has not been solved
B2B in Social Media
•Humanize your company
•Grow your digital footprint
•Become a trusted advisor
93% of social media users
believe a company or a brand
should have presence on social media
85% believe a company should go
further than just having a presence
Source : Cone Business Social Media Study 2008
“For companies, resistance to social media is futile.
Millions of people are creating content for the social
web. Your competitors are already there. Your
customers have been there for a long time. If your
business isn’t putting itself out there, it ought to be.”
Business Week Feb. 19, 2009
Financial Advisor “Fergus”
Financial Advisors’ Use of Social Media
Social media is game-changing…
it is an intelligence source that
allows you to track unobserved, and for free,
the movements of people in your network.
- Kip Gregory
Author of “Winning Clients in a Wired World”
“Reconnected with old friends who were looking for
my type of expertise.”
“Referral of a client to another friend who
looked me up through Facebook.”
“Discussion and referrals for speaking engagements.”
“Introduce from one client to a prospect through Facebook.”
“Social media has lead to greater awareness
about me/my capabilities.”
“I feel that any time a client can see what you have done, who
you know and what you are doing. They can build a better
relationship with you.”
Source : Ledermark Social Media Survey March 2010
Meet Rick Bakas
1st Director of Social Media in the wine biz.
New Media sherpa, certiﬁed sommelier,
Adviser/Coach for @BakasMedia, author of Quick Bites.
Rick has 50,330 followers alone
Routinely has Twitter wine tastings for St. Supery
Why does this matter?
As a consumer in a wine store, wine labels
jump out based on things people recognize.
If someone is shopping and not sure
what they want but recognize St. Supery
from Twitter, chances are they will buy a
wine from that vineyard.
Social Wine Stats
Some key statistics that we have found:
• 700,000 people watch wine related videos each
•Over 7000 wine tweets/ day
•Over 1300 wine bloggers
•The wine experience has become portable with over
300 iPhone apps.
Although data on aggregate wine sales as a
result of social media activity is limited,
significant new behaviors such as
#winewednesdays on Twitter, and virtual
tastings have had an impact on wine sales,
and word of mouth 90
There is more to learn every day…
Just as your 12-year-old…
1. The Razorfish Social Influence Marketing Report
2. Research Micro Blogging Trend During World Cup,Sina.Inc
3. Brands and Social Media, Ogilvyone Worldwide
4. Power to the People – Social Media Tracker Wave 3
5. Social Media in Asia, 360 Digital Influence, Ogilvy Public Relations
6. Digital Actions and Their Effect on Advocacy, Consumer Insights Inc.
8. Social media for business, Slideshare
9. What the f**k is social media, Slideshare
10. Before you open your mouth, Slideshare