THE POWER OF REAL-TIME SOCIAL MEDIA MARKETING How to Attract and Retain Customers and Grow the Bottom Line in the Socially...
ABOUT THE AUTHORS: <ul><li>Beverly Macy  is the CEO and co-Founder of Gravity Summit, which brings together businesses usi...
<ul><li>This new book is already being called a ‘classic, high-level and sophisticated’ book full of jaw-dropping “Wow!” m...
The New Communications Landscape   <ul><li>A thorough understanding of WHAT ‘real-time social media’ actually is </li></ul...
Chapter 1: Real-Time Marketing <ul><li>Consider the following: </li></ul><ul><ul><li>One Tweet – a message with no more th...
<ul><li>The way we communicate has changed forever </li></ul><ul><li>Seismic shift occurring in communications and content...
Chapter 3 – The Power of Conversation and Engagement <ul><li>Listening in real-time </li></ul><ul><li>Gather actionable in...
Chapter 4 - Real-Time Marketing Strategies <ul><li>Competition is fierce in the global economy </li></ul><ul><li>Old defin...
Chapter 5 – Case Stories –  Lessons in Leadership <ul><li>American Red Cross </li></ul><ul><ul><li>1 Tweet turns into $33M...
Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing Chapter 6 – Analytics and Measurement <ul><li>W...
Chapter 7 – The NEXT Lens <ul><li>This is not the end, but another beginning </li></ul><ul><ul><li>Social Media Dream Life...
Focus on  Chapter 3 – The Power of Conversation and Engagement <ul><li>Listening in real-time </li></ul><ul><li>Gather act...
Listening in Real-Time <ul><li>There is a Conversation taking place in real-time about  </li></ul><ul><ul><ul><li>Your bra...
The Conversation is Taking Place With or Without You  <ul><li>FEAR </li></ul>Beverly Macy & Teri Thompson The Power of Rea...
The Power of Conversation and Engagement Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
Conversation That Empowers  <ul><li>Starts with LISTENING in Real-Time </li></ul><ul><ul><li>LISTENING is the fundamental ...
Conversation That Engages  <ul><li>Listen to the voice of: </li></ul><ul><ul><li>the individual  </li></ul></ul><ul><ul><l...
Conversation That Empowers  <ul><li>Shift from </li></ul><ul><li> “ Cult of Personality” to “Cult of Conversation” Researc...
Cult of Conversation  <ul><li>Three foundational elements </li></ul><ul><li>Conversation </li></ul><ul><li>Connection </li...
Conversation Foundation  <ul><li>Entry point to social media is CONVERSATION </li></ul><ul><li>What are you going to say? ...
Connection Foundation  <ul><li>Conversation style will determine CONNECTIONS that can  </li></ul><ul><li>generate: </li></...
Community Foundation  <ul><li>Arises out of meaningful Conversation and Connection: </li></ul><ul><li>Becomes the place wh...
Case Story- USA Today: Publishing in Real-Time <ul><li>Successful Conversation and Engagement with readers </li></ul><ul><...
Case Story- USA Today: Publishing in Real-Time  <ul><li>The Situation:  </li></ul><ul><li>Skilled professionals with years...
Case Story- USA Today: Publishing in Real-Time <ul><li>First up:  Gene Sloan </li></ul><ul><li>“ The Cruise Log” </li></ul...
Case Story- USA Today: Publishing in Real-Time <ul><li>Result: </li></ul><ul><li>Conversation with readers created meaning...
Real-Time Conversation Success Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing Blogs
Why is Conversation Important? Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing <ul><li>Celebrat...
Summary <ul><li>&quot;The Power of Real-Time Social Media Marketing“ and the Now Lens is a sophisticated, high-level persp...
Thank You <ul><li>Empower Yourself </li></ul><ul><li>Lead the Way </li></ul><ul><li>Change the World </li></ul><ul><li>Now...
Today's hottest trends for on-the-spot marketing! <ul><li>&quot;A must read for media and marketers.”   —Alan Cohen, CEO, ...
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The Power of Real Time Social Media

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Presented by Authors Beverly Macy and Teri Thompson from Gravity Summit on behalf of Awareness Inc.

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  • January 21, 2011 January 21, 2011 FLEE stands for… It’s an acronym that Steve Rubel coined to help have a framework for how to get started in this space.
  • January 21, 2011 January 21, 2011 Headline: “Prepare to be Shocked”
  • January 21, 2011 January 21, 2011 Headline: “Prepare to be Shocked”
  • January 21, 2011 January 21, 2011
  • The Power of Real Time Social Media

    1. 1. THE POWER OF REAL-TIME SOCIAL MEDIA MARKETING How to Attract and Retain Customers and Grow the Bottom Line in the Socially Connected World Beverly Macy and Teri Thompson of Gravity Summit©
    2. 2. ABOUT THE AUTHORS: <ul><li>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. </li></ul><ul><li>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 </li></ul><ul><li>Read more about Gravity Summit at http://www.gravitysummit.com/ </li></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    3. 3. <ul><li>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 </li></ul><ul><li>“ I need this book” is what people say as they realize the value of this uniquely insightful information not available anywhere else </li></ul><ul><li>Designed for senior executives, advertisers, marketers, and leaders across all businesses, government agencies, non-profit organizations </li></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing The Power of Real-Time Social Media Marketing
    4. 4. The New Communications Landscape <ul><li>A thorough understanding of WHAT ‘real-time social media’ actually is </li></ul><ul><li>The breathtaking facts and implications for the global marketplace seen through the NOW Lens </li></ul><ul><li>‘ Conversation is the new currency’ and ‘Reviews are the new advertising’ </li></ul><ul><li>Exclusive real-life stories and best practices from 8 top brands and rising companies </li></ul><ul><li>Look 1 – 5 years into the future through the NEXT Lens </li></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    5. 5. Chapter 1: Real-Time Marketing <ul><li>Consider the following: </li></ul><ul><ul><li>One Tweet – a message with no more than 140 characters – turns into $33 million-plus in disaster aid </li></ul></ul><ul><ul><li>A town hall meeting on transportation systems in Orange County, California, is viewed in real-time in Russia, Western Europe, and Asia </li></ul></ul><ul><ul><li>Formerly struggling competitors are thriving by sharing customers </li></ul></ul><ul><li>Hear global voices from the U.S., China, India, Africa, Turkey, and South America talk about social media </li></ul><ul><li>Learn about digital natives and the global youth bulge </li></ul><ul><li>Understand the anytime/anywhere engagement that consumers now demand </li></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    6. 6. <ul><li>The way we communicate has changed forever </li></ul><ul><li>Seismic shift occurring in communications and content distribution </li></ul><ul><li>Why now and what does it all mean? </li></ul><ul><li>Why is social media suddenly everywhere? </li></ul><ul><li>Harness the perfect storm for your brand to break through the noise and rise to the top </li></ul>Chapter 2 – Why Now? Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    7. 7. Chapter 3 – The Power of Conversation and Engagement <ul><li>Listening in real-time </li></ul><ul><li>Gather actionable intelligence from conversation clusters </li></ul><ul><li>Smarter customer relationship management, marketing communications, enterprise ecosystems </li></ul><ul><li>Authentic and successful consumer engagement </li></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    8. 8. Chapter 4 - Real-Time Marketing Strategies <ul><li>Competition is fierce in the global economy </li></ul><ul><li>Old definitions, strategies and planning methods are being redefined </li></ul><ul><li>Competitive edge depends on openness </li></ul><ul><li>New strategic considerations </li></ul><ul><ul><li>Real-Time Market Leadership </li></ul></ul><ul><ul><li>The Collaborative Enterprise </li></ul></ul><ul><ul><li>Real-Time Search </li></ul></ul><ul><ul><li>Social Learning Platforms </li></ul></ul><ul><li>Fail fast and fail forward </li></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    9. 9. Chapter 5 – Case Stories – Lessons in Leadership <ul><li>American Red Cross </li></ul><ul><ul><li>1 Tweet turns into $33M in Haitian Relief </li></ul></ul><ul><li>USAToday </li></ul><ul><ul><li>Publishing in Real-Time </li></ul></ul><ul><li>EMC Corporation </li></ul><ul><ul><li>Real-Time in the Enterprise </li></ul></ul><ul><li>Orange County Transportation Authority </li></ul><ul><ul><li>Transform Government </li></ul></ul><ul><li>Wahoo’s Fish Tacos </li></ul><ul><ul><li>Community Building Through Extreme Sports </li></ul></ul><ul><li>Mazda North America </li></ul><ul><ul><li>Social Media Restart </li></ul></ul><ul><li>The Roxy Theater </li></ul><ul><ul><li>How Social Media Saved the Sunset Strip </li></ul></ul><ul><li>DIRECTV </li></ul><ul><ul><li>Customer Interaction Transforms Business </li></ul></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    10. 10. Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing Chapter 6 – Analytics and Measurement <ul><li>What to Measure </li></ul><ul><li>Measuring Conversation and Impact on the Bottom Line </li></ul><ul><li>Free and fee-based tools and services </li></ul><ul><li>Gather Real-Time Data and adjust strategies and media buys in real-time </li></ul><ul><li>Social CRM </li></ul>
    11. 11. Chapter 7 – The NEXT Lens <ul><li>This is not the end, but another beginning </li></ul><ul><ul><li>Social Media Dream Life </li></ul></ul><ul><ul><li>Social Mobile / Social Tablet </li></ul></ul><ul><ul><li>Social Gaming and Virtual Currency </li></ul></ul><ul><ul><li>There’s An App for That </li></ul></ul><ul><ul><li>The NEXT Lens </li></ul></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    12. 12. Focus on Chapter 3 – The Power of Conversation and Engagement <ul><li>Listening in real-time </li></ul><ul><li>Gather actionable intelligence from conversation clusters </li></ul><ul><li>Smarter customer relationship management, marketing communications, enterprise ecosystems </li></ul><ul><li>Authentic and successful consumer engagement </li></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    13. 13. Listening in Real-Time <ul><li>There is a Conversation taking place in real-time about </li></ul><ul><ul><ul><li>Your brand </li></ul></ul></ul><ul><ul><ul><li>Your industry </li></ul></ul></ul><ul><ul><ul><li>Your competition </li></ul></ul></ul><ul><li>The Conversation is taking place </li></ul><ul><ul><ul><li>with You </li></ul></ul></ul><ul><ul><ul><li>Or without You </li></ul></ul></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    14. 14. The Conversation is Taking Place With or Without You <ul><li>FEAR </li></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    15. 15. The Power of Conversation and Engagement Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    16. 16. Conversation That Empowers <ul><li>Starts with LISTENING in Real-Time </li></ul><ul><ul><li>LISTENING is the fundamental element of any </li></ul></ul><ul><ul><li>successful social media campaign </li></ul></ul><ul><ul><li>Find out WHERE conversations are taking place about your brand </li></ul></ul><ul><ul><li>Guide you into the 1 st , 2 nd and 3 rd layers of listening </li></ul></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    17. 17. Conversation That Engages <ul><li>Listen to the voice of: </li></ul><ul><ul><li>the individual </li></ul></ul><ul><ul><li>the community </li></ul></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    18. 18. Conversation That Empowers <ul><li>Shift from </li></ul><ul><li> “ Cult of Personality” to “Cult of Conversation” Research by Markyr Media </li></ul><ul><li>CULT OF PERSONALITY: </li></ul><ul><li>People were mysterious and inaccessible </li></ul><ul><li>Chasing an image that brands PUSH on consumers </li></ul><ul><li>Push you into thinking you have to “BE” in order to be happy </li></ul><ul><li>CULT OF CONVERSATION: </li></ul><ul><li>The velvet rope and wall are gone </li></ul><ul><li>Access & Openness </li></ul><ul><li>Looking to one’s friends to find out what is important </li></ul><ul><li>“ NOT ABOUT IMAGE > IT’S ABOUT CONVERSATION” </li></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    19. 19. Cult of Conversation <ul><li>Three foundational elements </li></ul><ul><li>Conversation </li></ul><ul><li>Connection </li></ul><ul><li>Community </li></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    20. 20. Conversation Foundation <ul><li>Entry point to social media is CONVERSATION </li></ul><ul><li>What are you going to say? </li></ul><ul><li>How are you going to say it? </li></ul><ul><li>Are you a “semisocial” personality? </li></ul><ul><li>Are you a “social” personality? </li></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    21. 21. Connection Foundation <ul><li>Conversation style will determine CONNECTIONS that can </li></ul><ul><li>generate: </li></ul><ul><li>Crowdsourcing </li></ul><ul><li>Business development </li></ul><ul><li>Sales leads </li></ul><ul><li>Associations </li></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    22. 22. Community Foundation <ul><li>Arises out of meaningful Conversation and Connection: </li></ul><ul><li>Becomes the place where these two elements flourish </li></ul><ul><ul><li>and grow </li></ul></ul><ul><li>Must be fed with new, meaningful conversations </li></ul><ul><li>Generate stronger connections that make the community </li></ul><ul><li>an engaging environment </li></ul><ul><li>for participants </li></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    23. 23. Case Story- USA Today: Publishing in Real-Time <ul><li>Successful Conversation and Engagement with readers </li></ul><ul><li>moved traditional journalists onto more </li></ul><ul><li>cost-effective and reader-direct social media platforms </li></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    24. 24. Case Story- USA Today: Publishing in Real-Time <ul><li>The Situation: </li></ul><ul><li>Skilled professionals with years of hard-earned experience </li></ul><ul><li>used to one-way communication </li></ul><ul><li>The Challenge: </li></ul><ul><li>Retrain on social platforms for future viability of the company </li></ul><ul><li>How do you make traditional journalists see the value of </li></ul><ul><li>conversing with readers? </li></ul><ul><li>The Solution: </li></ul><ul><li>Sell the staff one-at-a time </li></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    25. 25. Case Story- USA Today: Publishing in Real-Time <ul><li>First up: Gene Sloan </li></ul><ul><li>“ The Cruise Log” </li></ul><ul><li>Cruise community blog </li></ul><ul><li>Twitter presence </li></ul><ul><li>Members interacted with </li></ul><ul><li>Gene </li></ul><ul><li>Members of reading </li></ul><ul><li>audience interacted with </li></ul><ul><li>each other </li></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    26. 26. Case Story- USA Today: Publishing in Real-Time <ul><li>Result: </li></ul><ul><li>Conversation with readers created meaningful relationships with USA Today’s audience </li></ul><ul><li>On-site </li></ul><ul><li>Off-site </li></ul><ul><li>Audience twitter followers referred others to USAToday.com site </li></ul><ul><li>Measureable increase </li></ul><ul><li>Potent conversation and engagement with followers resulted in favorable ROI on traffic to site </li></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    27. 27. Real-Time Conversation Success Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing Blogs
    28. 28. Why is Conversation Important? Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing <ul><li>Celebrate your customers </li></ul><ul><li>Improve products and services based on their needs, </li></ul><ul><li>lifestyles </li></ul><ul><li>Foster brand loyalty </li></ul><ul><li>Increase the bottom line </li></ul><ul><li>More real-time successful case stories: </li></ul><ul><ul><li>Mazda USA </li></ul></ul><ul><ul><li>DirecTV </li></ul></ul><ul><ul><li>The Roxy Theatre </li></ul></ul><ul><ul><li>Wahoo’s Fish Tacos </li></ul></ul>
    29. 29. Summary <ul><li>&quot;The Power of Real-Time Social Media Marketing“ and the Now Lens is a sophisticated, high-level perspective on marketing in real-time </li></ul><ul><li>Designed for executives, marketers, and leaders across all businesses, government agencies, non-profit organizations </li></ul><ul><li>Highlights breathtaking facts and implications for today’s global marketplace </li></ul><ul><li>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 </li></ul><ul><li>Peers into the future Next Lens </li></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    30. 30. Thank You <ul><li>Empower Yourself </li></ul><ul><li>Lead the Way </li></ul><ul><li>Change the World </li></ul><ul><li>Now available on Amazon.com </li></ul><ul><li>http://amzn.to/f8xSRx </li></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
    31. 31. Today's hottest trends for on-the-spot marketing! <ul><li>&quot;A must read for media and marketers.” —Alan Cohen, CEO, OMD USA </li></ul><ul><li>&quot;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.&quot; —John Gerzema, Chief Insights Officer, Young & Rubicam, and coauthor of Spend Shift </li></ul><ul><li>&quot;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.&quot; —John Miller, CMO, NBC Universal TV Group </li></ul><ul><li>&quot;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!&quot; —Zhihang Chi, Ph.D., Vice President and General Manager, North America, Air China Limited </li></ul><ul><li>&quot;Beverly Macy is a true innovator and thought leader in the field of social media marketing.&quot; —Cathy Sandeen, Ph.D., MBA, Dean, UCLA Extension, University of California Los Angeles </li></ul>Beverly Macy & Teri Thompson The Power of Real-Time Social Media Marketing
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