Social Media And why it matters.

Why “Social Media?” Less of a Television Channel Bringing Friends and Colleagues Closer A Sea of Shared Knowledge Misunderstandings Cause Many of the World's Woes Coming to Better Understandings We Leave for Those Who Follow A Friendly Environment For Them to Adopt or Correct Working on Knowledge Together Our Reasoning and Assumptions Made of Things We Have Seen or Figured Out Having Worked Them Out We Can Work Them Out in Cyberspace 0:50

The Social Feedback Cycle marketer-generated (Think “funnel”) word-of-mouth be aware consider buy consumer-generated (Think “megaphone”) use form opinion talk Social content, networks, and interactions relative media spending brand awareness keyword Social Web

The Purchase Funnel Awareness  Consideration  Purchase Social Media

The Social Web, Deconstructed. Social Content Social Platforms BLOGS VIDEOS MICROBLOGS AUDIO (PODCAST) PHOTOS BRANDED SOCIAL NETWORKS WIKIS WHITE-LABEL SOCIAL NETWORKS PROFILES EVENTS and CALENDARS STATUS UPDATES Social Graph INTERACTIONS A place to meet, connect, collaborate, and solve problems .

What’s a TV Channel? We all have them… but what are they? 0:43

What does this mean for my business? “ If you couldn’t interrupt me, how would you reach me?” 1:15 0:40

Question Authority of consumers don’t believe that companies tell the truth in advertisements 76% Source:Yankelovich

Our @DellOutlet is over 1.5 million followers on Twitter. We’ve now passed $3 million from DellOutlet and $6 million from DellSmBizOffers. Lionel Menchaca, Dell Chief Blogger Case Study: DELL

Implementing Social Media Bringing Friends and Colleagues Closer A Sea of Shared Knowledge Less of a Television Channel Misunderstandings Cause Many of the World's Woes Coming to Better Understandings We Leave for Those Who Follow A Friendly Environment For Them to Adopt or Correct Working on Knowledge Together Made of Things We Have Seen or Figured Out Our Reasoning and Assumptions Having Worked Them Out We Can Work Them Out in Cyberspace 0:35

Understand the Audience Consumption and participation are indicators of the clear trend.

Integrate with Marketing http://www.brooklynmuseum.org Integrated Campaigns Social Media Magazines TV and Radio Direct Mail Online Advertising

What does this mean for my business? How do I influence the collective? How do I build support inside my organization? 0:30

The Operations Connection Operations Marketing The challenges that CMOs are tasked with are often more operational than “marketing.”

Using Social Networks, I http://johnbell.typepad.com/ Spotting influencers is key to efficient outreach.

Using Social Networks, IV 0:27 When your customers are using location-based, real-time tools that provide indicators of organizational behaviors and personal values-based connections, how will your business be forced to evolve?

Using Social Networks, V If you saw this tweet in real-time , and knew it was from a patient or family member in your hospital, what would you do next ? What would be able to do next?

FTC - Transparency Brand is responsible Create code of ethics WOMMA Ethics Code Ethics In Social Media

Measurement and Metrics    Social Media Listening Web Analytics Pipeline Metrics Products with syndicated reviews convert 26% higher

Net Promoter Doesn’t Lie Word of Mouth Among Airlines Source: Harvard Business Review (evangelists)

Compelling Examples Less of a Television Channel Bringing Friends and Colleagues Closer A Sea of Shared Knowledge We Leave for Those Who Follow Having Worked Them Out Misunderstandings Cause Many of the World's Woes Our Reasoning and Assumptions A Friendly Environment Working on Knowledge Together Made of Things We Have Seen or Figured Out For Them to Adopt or Correct Coming to Better Understandings We Can Work Them Out in Cyberspace 0:15

3:00p 4 Examples: B2B

“ [Being a Thought Leader] is being considered the best, most authoritative, trusted source. It means being the “go to” people. It means being given the first look, being invited into a development project and asked for advice. It means being the organization that others MUST HAVE involved with a project. And it all leads to increased sales, profits, and image or it simply didn’t matter.” Rick Short, Indium Indium/ Thought Leadership “ 25% reduction in marketing spend”

3:00p 2 Examples: B2C 0:10

Comcast/ Customer Service

Comcast/ Customer Service

2 Examples: Gov’t and Non-Profit 10:00a 0:05

LIVESTRONG/ Grassroots Marketing

LIVESTRONG/ Grassroots Marketing

LIVESTRONG/ Grassroots Marketing

I had (and still have) a dream that the web could be less of a television channel and more of an interactive sea of shared knowledge. I imagine it immersing us as a warm, friendly environment made of the things we and our friends have seen, heard, believe or have figured out. I would like it to bring our friends and colleagues closer, in that by working on this knowledge together we can come to better understandings. If misunderstandings are the cause of many of the world's woes, then can we not work them out in cyberspace. And, having worked them out, we leave for those who follow a trail of our reasoning and assumptions for them to adopt, or correct. --Tim Berners-Lee, 1995, Vannevar Bush Symposium at MIT A Sea of Shared Knowledge

Thank You @evansdave #bizbuzz