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Demystifying Social MediaGetting Beyond The Buzz & Into Reality
Saturday, November 6, 2010
LET’S CONNECT
@Robert_Rose
www.adaptivemarketer.com
Saturday, November 6, 2010
What Do Communicators WantFrom Social Media?
Saturday, November 6, 2010
Sanity.
Saturday, November 6, 2010
Saturday, November 6, 2010
Saturday, November 6, 2010
Saturday, November 6, 2010
Demystify Social Media
Get Beyond The Buzz
And Into Reality
Saturday, November 6, 2010
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....
Web
Saturday, November 6, 2010
Okay... Now For Some Hype
Saturday, November 6, 2010
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
Saturday, November 6, 2010
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
Saturday, November 6, 2010
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
Saturday, November 6, 2010
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
Saturday, November 6, 2010
Last year was a Web 2.0 Induced Haze….
2010 / 2011 has to be different....
It’s time to bring order to the chaos...
Saturday, November 6, 2010
- 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...
Saturday, November 6, 2010
SOCIAL WEB IS NOT...A conversation....
It’s where the conversationhappens.....
So.... the real question is:
Saturday, November 6, 2010
3 Myths....
3 Case Studies....
3 Months to a successful process
HOW DO I MAKE IT REAL?
Saturday, November 6, 2010
Transparent
Inclusive
Engaging
Sincere
Truthful
Positive...
MYTH #1PEOPLE ON SOCIAL WEB ARE ALWAYS:
Saturday, November 6, 2010
They can be just as...
DuplicitousEvilClose-mindedArgumentativeStupidNegative...
as any other conversation
REALITY - THESE ARE PEOPLE
Saturday, November 6, 2010
NESTLE VS. GREENPEACE
Who’s on the business end of your leash?
Saturday, November 6, 2010
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.
Saturday, November 6, 2010
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
Saturday, November 6, 2010
VS
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
Saturday, November 6, 2010
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...
Saturday, November 6, 2010
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?
Saturday, November 6, 2010
THE BRAND JAM
INTERACTIVE EXERCISE #1
Saturday, November 6, 2010
WHAT DO YOU THINK?
Saturday, November 6, 2010
- You Should be ashamed.. - I hate your airline - Give him his job back.... - I knew this would happen
What WOULD YOU have done?
Saturday, November 6, 2010
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
Saturday, November 6, 2010
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
Saturday, November 6, 2010
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
Saturday, November 6, 2010
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
Saturday, November 6, 2010
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
Saturday, November 6, 2010
A. Let’s secure our future... What’s in a name.....
Point Browser to: www.knowem.com
LET’S TAKE THE FIRST STEP TOGETHER
Saturday, November 6, 2010
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....
Saturday, November 6, 2010
THANKYOU
@Robert_Rose
www.adaptivemarketer.com
Saturday, November 6, 2010
Maison Bissonhttp://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/
Photo Credits:
Saturday, November 6, 2010