The Power of Real Time Social Media

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©

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

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

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

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

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 1 st , 2 nd and 3 rd 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
Conversation
Connection
Community

Conversation Foundation
Entry point to social media is CONVERSATION
What are you going to say?
How are you going to say it?
Are you a “semisocial” personality?
Are you a “social” personality?

Connection Foundation
Conversation style will determine CONNECTIONS that can
generate:
Crowdsourcing
Business development
Sales leads
Associations

Community Foundation
Arises out of meaningful Conversation and Connection:
Becomes the place where these two elements flourish
and grow
Must be fed with new, meaningful conversations
Generate stronger connections that make the community
an engaging environment
for participants

Case Story- USA Today: Publishing in Real-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 experience
used to one-way communication
The Challenge:
Retrain on social platforms for future viability of the company
How do you make traditional journalists see the value of
conversing 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 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
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

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

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