Post on 09-May-2015
description
Managing The Social Web
Setting The Corporate Intentions
November 13, 2010
Tuesday, November 23, 2010
BEFORE WE BEGIN
OR...
Tuesday, November 23, 2010
WELCOMERobert Rose
@Robert_RoseRobert@bigbluemoose.netwww.adaptivemarketer.com
Michael Weiss@imagistic
MichaelW@imagistic.comwww.imagistic.com
Tuesday, November 23, 2010
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
Tuesday, November 23, 2010
Social WebGetting Beyond The Buzz
And Into Reality
Tuesday, November 23, 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
Tuesday, November 23, 2010
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
Tuesday, November 23, 2010
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?
Tuesday, November 23, 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...
Tuesday, November 23, 2010
- 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...
Tuesday, November 23, 2010
SOCIAL WEB IS NOT...A conversation....
It’s where the conversationhappens.....
So.... the real question is:
Tuesday, November 23, 2010
3 Myths....
3 Months to a successful process
HOW DO I MAKE IT REAL?
Tuesday, November 23, 2010
Transparent
Inclusive
Engaging
Sincere
Truthful
Positive...
MYTH #1PEOPLE ON SOCIAL WEB ARE ALWAYS:
Tuesday, November 23, 2010
They can be just as...
DuplicitousEvilClose-mindedArgumentativeStupidNegative...
as any other conversation
REALITY - THESE ARE PEOPLE
Tuesday, November 23, 2010
NESTLE VS. GREENPEACE
Who’s on the business end of your leash?
Tuesday, November 23, 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.
Tuesday, November 23, 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
Tuesday, November 23, 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
Tuesday, November 23, 2010
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...
Tuesday, November 23, 2010
THE SOCIAL WEB FISHBOWL.....
INTERACTIVE EXERCISE #1
Tuesday, November 23, 2010
BRAND JAM
INTERACTIVE EXERCISE #1
Tuesday, November 23, 2010
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
Tuesday, November 23, 2010
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
Tuesday, November 23, 2010
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
Tuesday, November 23, 2010
When We Come Back.....
BREAK
Tuesday, November 23, 2010
- You Should be ashamed.. - I hate your airline - Give him his job back.... - I knew this would happen
What WOULD YOU have done?
Tuesday, November 23, 2010
INDIVIDUAL CASE STUDY WORKIN GROUPS
GROUP CASE STUDY WORK
Tuesday, November 23, 2010
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
Tuesday, November 23, 2010
List of Tools For your USE
www.socialwebinstitute/downloads
WRAP UP
Tuesday, November 23, 2010
THANKYOU
Tuesday, November 23, 2010