3. WELCOME
Robert Rose
@Robert_Rose
Robert@bigbluemoose.net
www.adaptivemarketer.com
Michael Weiss
@imagistic
mweiss@imagistic.com
www.imagistic.com
Thursday, September 16, 2010
4. OUR INTENTIONS
Web
1. What Social Media Is and Isn’t.... (Now - 9:00)
2. Interactive Exercises - 9:00AM - 10:00AM
3. Let’s Make It Real - Synthesize (10:00 - 10:45)
4. Break & Networking (15 Minutes)
5. Group Case Study Exercise - (11:00 - 11:30)
6. Individual Case Study Exercises - (11:30 - 12:30)
7. Q/A Wrap Up And Next Steps - (12:30 - 1:00)
Thursday, September 16, 2010
5. Social Web
Getting Beyond The Buzz
And Into Reality
Thursday, September 16, 2010
6. YES.. IT’S A GAME
CHANGER
80 Million millennials born 1982+
They’re almost 30! Shock!
They already outnumber Boomers
70% of them use social networking
73% of them have a Facebook profile
Thursday, September 16, 2010
7. AND SO IS YOUR MOM
67% of Boomers visit Social Sites
34% respond to content online
25% are members of social network
Fastest growing demographic on FB
Thursday, September 16, 2010
8. BUT ARE YOU READY?
74% of employees say it’s easy to damage a
company’s reputation on social media
58% of executives agree that reputational risk with
social networking should be a board room issue.
But only 15% say it actually is.
Only 22% of companies have formal policies
addressing how employees can use social
networking.
Thursday, September 16, 2010
9. Last year was a Web 2.0 Induced Haze….
2010 / 2011 has to be different....
It’s time to bring order to the chaos...
Thursday, September 16, 2010
10. SOCIAL WEB IS NOT...
- Advertising
- Traditional Lead Generation
- Brand Awareness
- SEO
- Content Marketing
It’s like butter.... by itself it doesn’t taste
right... But if makes everything so much
Thursday, September 16, 2010
11. SOCIAL WEB IS NOT...
A conversation....
It’s where the conversation
happens.....
So.... the real question is:
Thursday, September 16, 2010
12. HOW DO I MAKE IT REAL?
3 Myths....
3 Case Studies....
3 Months to a successful
process
Thursday, September 16, 2010
13. MYTH #1
PEOPLE ON SOCIAL
WEB ARE ALWAYS:
Transparent
Inclusive
Engaging
Sincere
Truthful
Positive...
Thursday, September 16, 2010
14. REALITY - THESE ARE PEOPLE
They can be just as...
Duplicitous
Evil
Close-minded
Argumentative
Stupid
Negative...
as any other conversation
Thursday, September 16, 2010
15. NESTLE VS. GREENPEACE
Who’s on the business end of your leash?
Thursday, September 16, 2010
16. SOUTHWEST
VS. KEVIN SMITH
Even when we’re prepared - we
can stumble
What to do in a world where
there is a Twitterati class that
can affect your brand
Communicate. Iterate. Manage.
Thursday, September 16, 2010
17. MYTH #2
SOCIAL MEDIA - YOU’RE DOING IT WRONG
There’s not one
way to have a conversation
and......
There’s not one way to
succeed in social marketing
Thursday, September 16, 2010
18. REALITY
THERE IS NO “WRONG”
VS
Followers: 125, 637 Followers: 138,348
Following: 18,503 Following: 120,831
Impact: 63 Impact: 50
Engagement: 50.3
Engagement: 2.1
Generosity: 20.2
Generosity: 74.4 Velocity: 71.2
Twitalyzer 5/31/10
Thursday, September 16, 2010
19. MYTH #3
SOCIAL MEDIA =
ONLY AWARENESS
MARKETING
Reality: Social media can be part of
the traditional lead-gen funnel.
But the real power for marketers
is in the new marketing
funnel
And it can - and should
be measured...
Thursday, September 16, 2010
22. SYNTHESIZE
LET’S MAKE IT REAL FOR YOU
Goal Was To Strike A Chord
How Do We Make This Real In Our Strategy?
What is OUR plan?
Thursday, September 16, 2010
23. 3 MONTHS TO A SUCCESSFUL
BRAND MANAGEMENT PROGRAM
A. Listening… The most important first step in any conversation
B. Objective/Goal (Awareness? Loyalty? SEO?)
C. Understand Your Customer (Social Graphics – where are they?)
D. Intentions: Your Internal Structure – (Distributed, Central,
Coordinated) - There’s a Reason this is CENTRAL
E. Define Your Process (who listens, who speaks)
F. Define Your Roles (social process, community manager)
G. Then…. Tools….
H. Rollout…. Measure… Iterate….
Thursday, September 16, 2010
24. HOW TO SELL THIS UPWARD
1st Step Is TO Plan...
This builds our case for the business
Marketing, CRM, Both or Other
Then... Then To Seal The Deal
Disaster Mitigation
Thursday, September 16, 2010
25. BREAK
When We Come Back.....
Thursday, September 16, 2010
26. FACEBOOK SCREENSHOT
PUT FACEBOOK SCREENSHOT HERE FOR
GROUP CASE STUDY
Thursday, September 16, 2010
27. GROUP CASE STUDY WORK
INDIVIDUAL CASE STUDY WORK
IN GROUPS
Thursday, September 16, 2010
28. WRAP UP
Make this real in your organization.
Download the planning tool and use these exercises
Put the plan in place - and use the questionnaire
to develop your own social media intentions
Revisit the plan often - it’s a process
measure its success by what does
and, maybe more importantly, what DOESN’T happen
Thursday, September 16, 2010
29. WRAP UP
List of Tools For your USE
We’ll make the Web Site Password Protected
Tools...
Username is email address
Password is: classdate or something
Thursday, September 16, 2010
30. THANK
YOU
@Robert_Rose
Robert@bigbluemoose.net
www.adaptivemarketer.com
Thursday, September 16, 2010
31. Photo Credits:
Maison Bisson
http://www.flickr.com/photos/hamed/
http://www.flickr.com/photos/elisamoro/4406457524/
http://www.flickr.com/photos/mvjantzen/3400081793/
http://www.flickr.com/photos/paulobrandao/3073485075/
http://www.flickr.com/photos/maisonbisson/201844037/
http://www.flickr.com/photos/sylvainbourdos/3307647438/
http://www.flickr.com/photos/28326381@N02/3022115992/
http://www.flickr.com/photos/timcummins/220629629/
http://www.flickr.com/photos/imagination_indie/2405244526/
http://www.flickr.com/photos/americanvirus/3393642983/
http://www.flickr.com/photos/sharif/2177051725/sizes/l/
Thursday, September 16, 2010
