Social web institute managing the corporate intentions

Managing The Social Web

Setting The Corporate Intentions

November 13, 2010

Tuesday, November 23, 2010

BEFORE WE BEGIN

OR...


WELCOMERobert Rose

@[email protected]

Michael Weiss@imagistic

[email protected]


mailto:[email protected]


http://www.adaptivemarketer.com

http://www.adaptivemarketer.com



http://www.imagistic.com

http://www.imagistic.com

OUR INTENTIONS

1. What Social Media Is and Isn’t.... 9:00 2. Interactive Exercises - 9:30AM - 10:15AM3. Let’s Make It Real - Synthesize 10:15 - 10:454. Break & Networking 15 Minutes5. Group Case Study Exercise - 11:00 - 11:306. Individual Case Study Exercises - 11:30 - 12:307. Q/A Wrap Up And Next Steps - 12:30 - 1:00

Web


Social WebGetting Beyond The Buzz

And Into Reality


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

AND SO IS YOUR MOM


74% of employees say it’s easy to damage a company’s reputation on social media

58% of executives agree that brand reputation 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?


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 - 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

SOCIAL WEB IS NOT...


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

It’s where the conversationhappens.....

So.... the real question is:


3 Myths....

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


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


MYTH #3SOCIAL MEDIA =

ONLY AWARENESSMARKETING

Reality: Social media can be part ofthe traditional lead-gen funnel.

But the real power for marketersis in the new marketingfunnel

And it can - and shouldbe measured...


THE SOCIAL WEB FISHBOWL.....

INTERACTIVE EXERCISE #1


BRAND JAM

INTERACTIVE EXERCISE #1


Goal Was To Strike A Chord

How Do We Make This Real In Our Strategy?

What is OUR plan?

SYNTHESIZELET’S MAKE IT REAL FOR YOU


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….

3 MONTHS TO A SUCCESSFULBRAND MANAGEMENT PROGRAM


1st Step Is TO Plan...

This builds our case for the businessMarketing, CRM, Both or Other

Then... Then To Seal The Deal

Disaster Mitigation

HOW TO SELL THIS UPWARD


When We Come Back.....

BREAK


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

What WOULD YOU have done?


INDIVIDUAL CASE STUDY WORKIN GROUPS

GROUP CASE STUDY WORK


Make this real in your organization.Download the planning tool and use these exercises

Put the plan in place - and use the questionnaireto develop your own social media intentions

Revisit the plan often - it’s a processmeasure its success by what does

and, maybe more importantly, what DOESN’T happen

WRAP UP


List of Tools For your USE

www.socialwebinstitute/downloads

WRAP UP


http://www.socialwebinstitute/downloads

http://www.socialwebinstitute/downloads

THANKYOU


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Social web institute managing the corporate intentions

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