Demystifying social web

transcript

Demystifying Social MediaGetting Beyond The Buzz & Into Reality

Saturday, November 6, 2010

LET’S CONNECT

@Robert_Rose

Robert@bigbluemoose.net

www.adaptivemarketer.com

What Do Communicators WantFrom Social Media?

Sanity.

Demystify Social Media

Get Beyond The Buzz

And Into Reality

WHAT WE’LL TALK ABOUT

1. What Social Media Is and Isn’t....2. The 3’s... 3 Myths - 3 Case Studies & 3 Months To A Process3. Let’s Make It Real.... How To Get Started...4. One Present....

Okay... Now For Some Hype

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

YES.. IT’S A GAME CHANGER

67% of Boomers visit Social Sites

34% respond to content online

25% are members of social network

Fastest growing demographic on FB

SO ARE THE GRANDPARENTS

1/09 - Pres launches Weekly YouTube Address

1/09 - Senate/House launch YouTube Channels

2/09 - Recovery.gov launched

3/09 - WH gets 92k questions in virtual town meeting

6/09 CDC Verified Twitter accounts

8/09 Chairman Joint chiefs Tweets

8/09 DOJ creates blog

1/10 GSA launches dialog tool 20,000 votes collected

4/10 Library of Congress collects Twitter archive

6/10 OMB rules amended to allow for persistent cookies (e.g. Google Analytics)

7/10 GovTwit directory has more than 3,000 entries

7/10 FEMA now sense emergency alerts via Twitter

.GOV IS MOVING TOO

4% of our media budget

Traditional “Media” is notat the heart of Social Media. It’s about one thing.....

Content...... or rather...

Conversation

BUT HERE’S THE THING...

Razorfish Outlook Report 2010

0 8 15 2330

Display Ads

Search

Ad Nets

Portals

Social Media

Data Brokers

Mobile

In Game

Last year was a Web 2.0 Induced Haze….

2010 / 2011 has to be different....

It’s time to bring order to the chaos...

- Advertising - Constituent communications - Traditional Lead Generation - Brand Awareness - SEO - Content Marketing

It’s like butter.... by itself it doesn’t taste

SOCIAL WEB IS NOT...

SOCIAL WEB IS NOT...A conversation....

It’s where the conversationhappens.....

So.... the real question is:

3 Myths....

3 Case Studies....

3 Months to a successful process

HOW DO I MAKE IT REAL?

Transparent

Inclusive

Engaging

Sincere

Truthful

Positive...

MYTH #1PEOPLE ON SOCIAL WEB ARE ALWAYS:

They can be just as...

DuplicitousEvilClose-mindedArgumentativeStupidNegative...

as any other conversation

REALITY - THESE ARE PEOPLE

NESTLE VS. GREENPEACE

Who’s on the business end of your leash?

SOUTHWEST VS. KEVIN SMITH

Even when we’re prepared - we can stumble

What to do in a world where there is a Twitterati class thatcan affect your brand

Communicate. Iterate. Manage.

There’s not oneway to have a conversation

and......

There’s not one way tosucceed in social marketing

MYTH #2SOCIAL MEDIA - YOU’RE DOING IT WRONG

Followers: 125, 637Following: 18,503Impact: 63Engagement: 2.1Generosity: 74.4

Followers: 138,348Following: 120,831Impact: 50Engagement: 50.3Generosity: 20.2Velocity: 71.2

REALITYTHERE IS NO “WRONG”

Twitalyzer 5/31/10

MYTH #3SOCIAL MEDIA =

ONLY AWARENESS

Reality: Social media can be part ofany communications plan...

The real power for communicatorsis in the conversation...

And it can - and shouldbe measured...

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.

BUT ARE YOU READY?

THE BRAND JAM

INTERACTIVE EXERCISE #1

WHAT DO YOU THINK?

- You Should be ashamed.. - I hate your airline - Give him his job back.... - I knew this would happen

What WOULD YOU have done?

It doesn’t have to be huge

It doesn’t have to be transparent

It doesn’t have to be all encompassing

3SOCIAL WEB

BRAND MANAGEMENTCASE STUDIES

EHTP - Small Non-Profit(6 People)

Won 1st Round of ChaseCommunity Giving

Small team, blog, Facebook, Twitter and content.

Now: 800+ Facebook Fans and growing and $65,000 richer.

SIZE DOESN’T MATTER

Social Brand ManagementCountry music legendDwight Yoakam

Publishing platformmicro-appearances(instead of Tonight Show).

Use Social Nets to build a community. To “stay-in-touch”with the fan base

YOUR BRAND: IT DOESN’T HAVE TO

BE TRANSPARENT

Wal-mart uses eleven-momsTo just provide a communityFor moms.

Started organically - justMoms talking about products.Wal-mart embraced and Helped them launch…

YOUR BRAND:IT DOESN’T HAVE TO BE ALL

ENCOMPASSING

A. Let’s secure our future... What’s in a name..... (more on this in a minute)

B. Listening… The most important first step in any conversation

C. Objective/Goal (Awareness? Loyalty? SEO?)

D. Understand Your Customer (Social Graphics – where are they?)

E. Intentions: Your Internal Structure – (Distributed, Central, Coordinated) - There’s a Reason this is CENTRAL

F. Define Your Process (who listens, who speaks)

G. Define Your Roles (social process, community manager)

H. Then…. Tools….

I. Rollout…. Measure… Iterate….

3 MONTHS TO A SUCCESSFULSOCIAL WEB PROGRAM

A. Let’s secure our future... What’s in a name.....

Point Browser to: www.knowem.com

LET’S TAKE THE FIRST STEP TOGETHER

A. 90 Social Web Brand Management Implementation Plan

B. List of resources social media analytics sites and other tools

C. Social Media Governance questionnaire - for your policy making pleasure

Slidshare:http://www.slideshare.net/BigBlueMoose/social-web-implementation-plan

ONE PRESENTTHEY’RE BETA - SO BE KIND....

THANKYOU

@Robert_Rose

Robert@bigbluemoose.net

www.adaptivemarketer.com

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