The Power of Real Time Social Media

THE POWER OF REAL-TIME SOCIAL MEDIA MARKETINGHow to Attract and Retain Customers and Grow the Bottom Line in the Socially Connected World

Beverly Macy and Teri Thompson of Gravity Summit©

Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing 22

ABOUT THE AUTHORS:

Beverly Macy is the CEO and co-Founder of Gravity Summit, which brings together businesses using the cutting edge of social media tools. She is a professional speaker and consults with senior executives on real-time social media marketing initiatives for Fortune 500 companies. She teaches Executive Marketing courses for the UCLA Business and Management Extension Program. She had a fourteen year tenure at Xerox, where she received top honors for marketing and sales contributions.

Teri Thompson is Creative Director, Marketing, Media, and Innovations with Gravity Summit specializing in social media strategy, new technology and entertainment. She served on the Innovations Team at Initiative Media /IPG where she scoured the globe for emerging platforms, was Media Director for U2 Bono’s (RED) campaign and had clients in auto, retail, and home entertainment. Teri has received numerous awards for production and marketing campaigns while at ABC, CBS, NBC, and Fox Sports Net in a career spanning 25 years. She is also a Social Media Adjunct Professor at Woodbury University in Burbank, California

Read more about Gravity Summit at http://www.gravitysummit.com/


This new book is already being called a ‘classic, high-level and sophisticated’ book full of jaw-dropping “Wow!” moments in the fast-paced developments of social media

“I need this book” is what people say as they realize the

value of this uniquely insightful information not available anywhere else

Designed for senior executives, advertisers, marketers, and leaders across all businesses, government agencies, non-profit organizations

The Power of Real-Time Social Media Marketing


The New Communications Landscape

A thorough understanding of WHAT ‘real-time social media’ actually is

The breathtaking facts and implications for the global marketplace seen through the NOW Lens

‘Conversation is the new currency’ and ‘Reviews are the new advertising’

Exclusive real-life stories and best practices from 8 top brands and rising companies

Look 1 – 5 years into the future through the NEXT Lens


Chapter 1: Real-Time Marketing

Consider the following:– One Tweet – a message with no more than 140 characters – turns

into $33 million-plus in disaster aid– A town hall meeting on transportation systems in Orange County,

California, is viewed in real-time in Russia, Western Europe, and Asia– Formerly struggling competitors are thriving by sharing customers

Hear global voices from the U.S., China, India, Africa, Turkey, and South America talk about social media

Learn about digital natives and the global youth bulge Understand the anytime/anywhere engagement that

consumers now demand


The way we communicate has changed forever Seismic shift occurring in communications and content

distribution Why now and what does it all mean? Why is social media suddenly everywhere? Harness the perfect storm for your brand to break

through the noise and rise to the top

Chapter 2 – Why Now?


Chapter 3 – The Power of Conversation and Engagement

Listening in real-time Gather actionable intelligence from conversation clusters Smarter customer relationship management, marketing

communications, enterprise ecosystems Authentic and successful consumer engagement


Chapter 4 - Real-Time Marketing Strategies

Competition is fierce in the global economy Old definitions, strategies and planning methods are

being redefined Competitive edge depends on openness New strategic considerations

– Real-Time Market Leadership

– The Collaborative Enterprise

– Real-Time Search

– Social Learning Platforms

Fail fast and fail forward


Chapter 5 – Case Stories – Lessons in Leadership

American Red Cross– 1 Tweet turns into $33M in Haitian Relief

USAToday– Publishing in Real-Time

EMC Corporation– Real-Time in the Enterprise

Orange County Transportation Authority– Transform Government

Wahoo’s Fish Tacos – Community Building Through Extreme Sports

Mazda North America – Social Media Restart

The Roxy Theater– How Social Media Saved the Sunset Strip

DIRECTV– Customer Interaction Transforms Business


Chapter 6 – Analytics and Measurement

What to Measure Measuring Conversation and Impact on the Bottom Line Free and fee-based tools and services Gather Real-Time Data and adjust strategies and media

buys in real-time Social CRM


Chapter 7 – The NEXT Lens

This is not the end, but another beginning

– Social Media Dream Life

– Social Mobile / Social Tablet

– Social Gaming and Virtual Currency

– There’s An App for That

– The NEXT Lens


Focus on Chapter 3 – The Power of Conversation and Engagement

Listening in real-time Gather actionable intelligence from conversation clusters Smarter customer relationship management, marketing

communications, enterprise ecosystems Authentic and successful consumer engagement


Listening in Real-Time

There is a Conversation taking place in real-time about • Your brand

• Your industry

• Your competition

The Conversation is taking place • with You

• Or without You


The Conversation is Taking Place With or Without You

FEAR


The Power of Conversation and Engagement


Conversation That Empowers

Starts with LISTENING in Real-Time

– LISTENING is the fundamental element of any

successful social media campaign

Find out WHERE conversations are taking place about your brand

Guide you into the 1st, 2nd and 3rd layers of listening


Conversation That Engages

Listen to the voice of:

the individual

the community


Conversation That Empowers

Shift from

“Cult of Personality” to “Cult of Conversation”Research by Markyr Media

CULT OF PERSONALITY:

People were mysterious and inaccessible

Chasing an image that brands PUSH on consumers

Push you into thinking you have to “BE” in order to be happy

CULT OF CONVERSATION:

The velvet rope and wall are gone

Access & Openness

Looking to one’s friends to find out what is important

“NOT ABOUT IMAGE > IT’S ABOUT CONVERSATION”


Cult of Conversation

Three foundational elements

1) Conversation

2) Connection

3) Community


Conversation Foundation

Entry point to social media is CONVERSATION

1. What are you going to say?

2. How are you going to say it?

3. Are you a “semisocial” personality?

4. Are you a “social” personality?


Connection Foundation

Conversation style will determine CONNECTIONS that can

generate:

1. Crowdsourcing

2. Business development

3. Sales leads

4. Associations


Community Foundation

Arises out of meaningful Conversation and Connection:

1. Becomes the place where these two elements flourish and grow

2. Must be fed with new, meaningful conversations

3. Generate stronger connections that make the community

an engaging environment

for participants


Case Story- USA Today: Publishing inReal-Time

Successful Conversation and Engagement with readers

moved traditional journalists onto more

cost-effective and reader-direct social media platforms



The Situation: Skilled professionals with years of hard-earned experienceused to one-way communication

The Challenge:Retrain on social platforms for future viability of the companyHow do you make traditional journalists see the value ofconversing with readers?

The Solution:Sell the staff one-at-a time



First up: Gene Sloan

“The Cruise Log” Cruise community blog Twitter presence Members interacted with

Gene Members of reading

audience interacted with

each other



Result:

Conversation with readers created meaningful relationships with USA Today’s audience

On-site Off-site Audience twitter followers referred others to

USAToday.com site Measureable increase

Potent conversation and engagement with followers resulted in favorable ROI on traffic to site


Real-Time Conversation Success

Blogs


Why is Conversation Important?

•Celebrate your customers•Improve products and services based on their needs,

lifestyles•Foster brand loyalty•Increase the bottom line

•More real-time successful case stories:•Mazda USA•DirecTV•The Roxy Theatre•Wahoo’s Fish Tacos


Summary

"The Power of Real-Time Social Media Marketing“ and the Now Lens is a sophisticated, high-level perspective on marketing in real-time

Designed for executives, marketers, and leaders across all businesses, government agencies, non-profit organizations

Highlights breathtaking facts and implications for today’s global marketplace

Highlights eight exclusive and detailed case stories from American Red Cross, Mazda North American Operations, USA Today, DIRECTV, Wahoo's Fish Tacos, Orange County Transportation Authority, EMC Corp, and The Roxy Theater on Sunset

Peers into the future Next Lens


Thank You

Empower Yourself Lead the Way Change the World

Now available on Amazon.com

http://amzn.to/f8xSRx

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Today's hottest trends for on-the-spot marketing!

"A must read for media and marketers.” —Alan Cohen, CEO, OMD USA

"What do fish tacos, data storage, and disaster relief all have in common? Each has harnessed the power of marketing that amplifies via the real-time social web. These and many other case studies are part of this engaging new book that details strategies for marketers to understand, evolve, and profit in the social age." —John Gerzema, Chief Insights Officer, Young & Rubicam, and coauthor of Spend Shift

"Understanding what's possible and how to use social media will be essential for every marketer; this book will hold your hand in this brave new world." —John Miller, CMO, NBC Universal TV Group

"Like it or not, social media is here to stay. It needs to be understood, managed, and harnessed. This book tells you how. Read it!" —Zhihang Chi, Ph.D., Vice President and General Manager, North America, Air China Limited

"Beverly Macy is a true innovator and thought leader in the field of social media marketing." —Cathy Sandeen, Ph.D., MBA, Dean, UCLA Extension, University of California Los Angeles

The Power of Real Time Social Media

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