1. the ceo series:social media06.29.11

2. welcome. 2

3. Holland-Mark is a strategic marketing consultancy focused on helping client brands uncover the truth and become imperative through better products,more effective messaging, and more intimate customer relationships. 3

4. agenda 4 Innovate Yourself Five Foundation Ideas Five Essential Capabilities Five Basic Tools One-on-One Workshops

5. scottgriffith 5

6. agenda Innovate Yourself Five Foundation Ideas Five Essential Capabilities Five Basic Tools One-on-One Workshops 6

7. mike troiano 7

8. mike troiano 8

9. social marketing to the uninitiated… 9

10. 10 …and to the enlightened. “social media is like acocktail party...”

11. promise of social media scalable intimacy More intimate relationships thanare possible through broadcast media, at sufficient scale toimpact the enterprise. 11

12. idea #1… 12

13. good business is personal. 13

14. representative weiner. 14

15. but it’s not always bad. 15

16. idea #2… 16

17. “If all of Coke’s plants were burned to the ground, if every one of its employees were to quit, if all of its retail distribution was lost to competitors, if every single remaining tangible asset was sold, the person who owned the rights to the Coke name and trademark could go to any bank in the world … and borrow money to completely rebuild the company.” Brand Aid Brad VanAuken 17

18. a “brand” is not the stimulus… … but the collective emotional response. 18

20. Lives in the hearts and minds of others

21. At least aware of you, top-of-mind

22. Hopefully positively predisposed to you

23. Ideally eager to help you19

24. idea #3… 20

25. 21 arrive with an empty inbox.

26. 22

27. critical distinction 23 vs. push pull

29. You are not pushing your blither at the world.

30. You’re putting your thoughts and impressions someplace where anyone interested in them can get them.24

31. don’t be that guy. 25

32. idea #4… 26

33. 27 “Some day, and that day may never come, I would like to call upon you to do a service in return …”

35. Spend an hour every week.

36. Help. Answer a question.

37. Make an intro. Have coffee.

38. Add value, for someone else.28

39. idea #5… 29

40. 30 social media is what you make of it.

41. fill in the blanks… My company is ____. My top competitors are ____________. My top news source is ____. I often enjoy ____________. A personal interest of mine is ____. I’d like to be smarter about ____. 31

42. <live demo> 32

43. five ideas Good business is personal. You are the brand manager of you. Never push. Empower to pull. Serve others, serve yourself. Social media is what you make of it. 33

44. so how do youmake it yours? 34

45. agenda Innovate Yourself Five Foundation Ideas Five Essential Capabilities Five Basic Tools One-on-One Workshops 35

46. essential capabilities 36 activation distribution and conversion engagement outreach and participation creation original content development curation culling third-party content listening monitor the conversation

47. agenda Innovate Yourself Five Foundation Ideas Five Essential Capabilities Five Basic Tools One-on-One Workshops 37

48. easy. accessible. representative. 38

49. really? 39

50. really. 40

51. shareaholic 41

52. tweetdeck 42

53. look familiar? 43

54. twitter for iphone 44

55. 45 tumblr http://tumblr.com

56. enterprise social marketing Decidewho you’re talking to. Listento learn how you can contribute. Delivercontent that does so. Builda relationship over time. Askfor what you want. 46

57. five ideas Good business is personal. You are the brand manager of you. Never push. Empower to pull. Serve others, serve yourself. Social media is what you make of it. 47

58. essential capabilities 48 activation distribution and conversion engagement outreach and participation creation original content development curation culling third-party content listening monitor the conversation

59. five tools Twitter TweetDeck Shareaholic Twitter for [mobile] Tumblr 49

60. social marketing is social 50

61. agenda Innovate Yourself Five Foundation Ideas Five Essential Capabilities Five Basic Tools One-on-One Workshops 51

62. workshops group A – Strategic Questions groupB – Tactical Help groupC – Business Applications 52

63. Holland-Mark is a strategic marketing consultancy focused on helping client brands uncover the truth and become imperative through better products,more effective messaging, and more intimate customer relationships. thank you. 53