Social Graces
making the right impression in social spaces

hi, my name is greg

i work for crayon
a strategic consultancy that helps its
clients achieve positive change and
impact by joining the conversation.

things you probably already know

“social media describes the online
technologies and practices that people use
to share opinions, insights, experiences, and
perspectives with each other. Social media
can take many different forms, including
text, images, audio, and video. Popular social
mediums include blogs, message boards,
podcasts, wikis, and vlogs.”
{wikipedia.org}

social media to weather recession
“Conventional wisdom says that experimental media get cut in tough economic times. But
social applications like communities, social networking sites, and word-of-mouth marketing
are proving themselves, and they depend on an abundant resource — your customers —
rather than a scarce one — advertising dollars. In a recession, social applications with
measurable results will pay off.”
- Josh Bernoff, Forrester Research – February 6, 2008

shift happens
Social Media Marketing Spend (budget) in 5 years' time (2012)
10-25% Over 25%
25% 16%
Zero
3%
10%+
41%
0-5%
5-10% 24%
32%
Source: SNCR, Jaffe Conversational Marketing Survey, 2007

we’re not really talking about “social media”

communication conversation

the sad truth about communication

2007:
77% of u.s. consumers can’t recall
the name of a single new product
what’s a marketer to do?
source: comscore/schneider/stagnito communications / iri most memorable new product launch survey

shout louder?

fight clutter with clutter?

photo: Steve Coulson (www.stevecoulson.com)

the web is the least effective
medium ever for traditional marketing

conversational marketing engages
“
marketing weary consumers through the
power of community, dialogue and
partnership .”
{joseph jaffe, join the conversation}

brands are built by conversation
Source: BrandChannel Top Brands 2006

the new rules for conversation

five new ways of thinking

harness the power of small ideas
planting seeds for your brand’s future

there are no magic beans

littleAthingsExperimentation
2008: Year of
go a long way

connect the dots

Case Study
starting a conversation with an
integrated social media strategy

challenges:
• How do you introduce “yet another new piece of software”
into an already crowded market of incumbents?
• How do you seed a new idea to a skeptical and marketing-
weary universe of “influencers”?
the crayon solution:
• Directly engage early adopters with a combination of
incentives for immediate trial and active social media
engagement to stimulate interest, usage and conversation
• Instead of “telling” people about ooVoo (“end”), let them use
it to create an experience (“means to an end”)
• “Demonstrate”, “empower” and “involve” audience with
ooVoo as a conversation catalyst or conduit

measuring the impact

every touch is a conversation starter
try not to screw it up

square peg meet round hole

square peg meet round hole
0.2 marketing for a 2.0 world

a billboard can start a conversation
{even when you don’t want it to}

sex marks the spot

Good Morning Amy, Thank you for contacting Target;
unfortunately we are unable to respond to your inquiry
because Target does not participate with non-traditional
media outlets. This practice is in place to allow us to focus
on publications that reach our core guest. Once again thank
you for your interest, and have a nice day.

this story has a happy ending
{well, i guess you could say it does}

a tv spot can start a conversation
{unless you let it kill conversation instead}

have you met dan@sprint.com?

missed opportunity calling on line 1
Dear Valued Customer,
Thank you for contacting Sprint. Thank you for sharing your
feedback on the new commercial featuring Dan Hesse. We will
pass your feedback on to the appropriate group. We really do
appreciate you taking the time to voice your opinion. Thank
you again for contacting Sprint. We appreciate your business.
Sincerely, Teri W. Sprint

amplify, extend & enhance

Case Study
turning a traditional marketing program
into a conversation

“traditional digital” as a starting point
• Panasonic created a promotional program where
they invited 30 families to “live in high definition”
through (un)wiring them with a bundle of premium,
high definition products (tv, blu-ray, still camera,
digital camcorder, etc.)
• Panasonic engaged crayon to help evolve this
program from a campaign to a commitment and in
doing so, create a fully-functioning and self-
sustaining community of like-minded consumers.

conversation as a pathway to community
1.0
Website
2.0
Conversation Hub
3.0
Community

recognize the power of course correction
turn haters into lovers by showing you care

maybe you’ve heard this one before
+

social media megaphone in action

there is power in the buzzing crowd

57

awakens
a sleeping giant
Response + Responsiveness

#5 in organic search results

real people in real time
can make a real difference

Response + Responsiveness

your ends should match your socks
conversations should actually make sense

70

conversations move beyond digital
don’t underestimate the power of the physical

digital conversations in the physical world
online social networks vs. mobile social software

tweet-ups: twitter meet-ups
photo credit: brian solis, taken at marketingprofs tweet-up @ the barking crab in boston, usa

eat
find + meet + do

i’ll leave it in your hands
will you join the conversation?

let’s continue this conversation
company: www.crayonville.com
blog: www.gregverdino.com
twitter: @gregverdino
email: greg@crayonville.com
photo: Brian Solis (www.briansolis.com)