Managing The Social Web

Setting The Corporate Intentions

November 13, 2010

Tuesday, November 23, 2010
BEFORE WE BEGIN


                                  OR...




Tuesday, November 23, 2010
WELCOME
          Robert Rose
        @Robert_Rose
    Robert@bigbluemoose.net
    www.adaptivemarketer.com

            M...
OUR INTENTIONS
                             Web
   1.     What Social Media Is and Isn’t.... 9:00
   2.     Interactive Ex...
Social Web
                     Getting Beyond The Buzz
                          And Into Reality


Tuesday, November 23,...
YES.. IT’S A GAME
                 CHANGER


 80 Million millennials born 1982+

 They’re almost 30! Shock!

 They already...
AND SO IS YOUR MOM

   67% of Boomers visit Social Sites

   34% respond to content online

   25% are members of social n...
BUT ARE YOU READY?
     74% of employees say it’s easy to damage a
     company’s reputation on social media

     58% of ...
Last year was a Web 2.0 Induced Haze….

              2010 / 2011 has to be different....

              It’s time to brin...
SOCIAL WEB IS NOT...
                   - Advertising
                   - Traditional Lead Generation
                   ...
SOCIAL WEB IS NOT...
                       A conversation....


                       It’s where the conversation
      ...
HOW DO I MAKE IT REAL?
                             3 Myths....

                             3 Months to a successful
   ...
MYTH #1
           PEOPLE ON SOCIAL
            WEB ARE ALWAYS:

         Transparent

         Inclusive

         Engagi...
REALITY - THESE ARE PEOPLE

                             They can be just as...

                             Duplicitous
...
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 ...
MYTH #2
         SOCIAL MEDIA - YOU’RE DOING IT WRONG

      There’s not one
      way to have a conversation


      and....
REALITY
                             THERE IS NO “WRONG”


                                     VS




        Followers: ...
MYTH #3
             SOCIAL MEDIA =
            ONLY AWARENESS
               MARKETING
          Reality: Social media ca...
INTERACTIVE EXERCISE #1




     THE SOCIAL WEB FISHBOWL.....




Tuesday, November 23, 2010
INTERACTIVE EXERCISE #1




     BRAND JAM




Tuesday, November 23, 2010
SYNTHESIZE
                             LET’S MAKE IT REAL FOR YOU



                                Goal Was To Strike A...
3 MONTHS TO A SUCCESSFUL
                      BRAND MANAGEMENT PROGRAM
       A.        Listening… The most important firs...
HOW TO SELL THIS UPWARD


                                     1st Step Is TO Plan...

                             This b...
BREAK




                             When We Come Back.....




Tuesday, November 23, 2010
- You Should be ashamed..
                             - I hate your airline
                             - Give him his j...
GROUP CASE STUDY WORK




                             INDIVIDUAL CASE STUDY WORK
                                      IN...
WRAP UP

                  Make this real in your organization.
           Download the planning tool and use these exerci...
WRAP UP




                             List of Tools For your USE

                    www.socialwebinstitute/downloads
...
THANK
                      YOU




Tuesday, November 23, 2010
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Social web institute managing the corporate intentions

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The Social Web Institute's presentation given at the American Marketing Association's Social Web Event in Los Angeles

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Social web institute managing the corporate intentions

  1. 1. Managing The Social Web Setting The Corporate Intentions November 13, 2010 Tuesday, November 23, 2010
  2. 2. BEFORE WE BEGIN OR... Tuesday, November 23, 2010
  3. 3. WELCOME Robert Rose @Robert_Rose Robert@bigbluemoose.net www.adaptivemarketer.com Michael Weiss @imagistic MichaelW@imagistic.com www.imagistic.com Tuesday, November 23, 2010
  4. 4. OUR INTENTIONS Web 1. What Social Media Is and Isn’t.... 9:00 2. Interactive Exercises - 9:30AM - 10:15AM 3. Let’s Make It Real - Synthesize 10:15 - 10:45 4. Break & Networking 15 Minutes 5. Group Case Study Exercise - 11:00 - 11:30 6. Individual Case Study Exercises - 11:30 - 12:30 7. Q/A Wrap Up And Next Steps - 12:30 - 1:00 Tuesday, November 23, 2010
  5. 5. Social Web Getting Beyond The Buzz And Into Reality Tuesday, November 23, 2010
  6. 6. YES.. IT’S A GAME CHANGER 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 Tuesday, November 23, 2010
  7. 7. AND SO IS YOUR MOM 67% of Boomers visit Social Sites 34% respond to content online 25% are members of social network Fastest growing demographic on FB Tuesday, November 23, 2010
  8. 8. BUT ARE YOU READY? 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. Tuesday, November 23, 2010
  9. 9. 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
  10. 10. SOCIAL WEB IS NOT... - 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 Tuesday, November 23, 2010
  11. 11. SOCIAL WEB IS NOT... A conversation.... It’s where the conversation happens..... So.... the real question is: Tuesday, November 23, 2010
  12. 12. HOW DO I MAKE IT REAL? 3 Myths.... 3 Months to a successful process Tuesday, November 23, 2010
  13. 13. MYTH #1 PEOPLE ON SOCIAL WEB ARE ALWAYS: Transparent Inclusive Engaging Sincere Truthful Positive... Tuesday, November 23, 2010
  14. 14. REALITY - THESE ARE PEOPLE They can be just as... Duplicitous Evil Close-minded Argumentative Stupid Negative... as any other conversation Tuesday, November 23, 2010
  15. 15. NESTLE VS. GREENPEACE Who’s on the business end of your leash? Tuesday, November 23, 2010
  16. 16. SOUTHWEST VS. KEVIN SMITH Even when we’re prepared - we can stumble What to do in a world where there is a Twitterati class that can affect your brand Communicate. Iterate. Manage. Tuesday, November 23, 2010
  17. 17. MYTH #2 SOCIAL MEDIA - YOU’RE DOING IT WRONG There’s not one way to have a conversation and...... There’s not one way to succeed in social marketing Tuesday, November 23, 2010
  18. 18. REALITY THERE IS NO “WRONG” VS Followers: 125, 637 Followers: 138,348 Following: 18,503 Following: 120,831 Impact: 63 Impact: 50 Engagement: 50.3 Engagement: 2.1 Generosity: 20.2 Generosity: 74.4 Velocity: 71.2 Twitalyzer 5/31/10 Tuesday, November 23, 2010
  19. 19. MYTH #3 SOCIAL MEDIA = ONLY AWARENESS MARKETING Reality: Social media can be part of the traditional lead-gen funnel. But the real power for marketers is in the new marketing funnel And it can - and should be measured... Tuesday, November 23, 2010
  20. 20. INTERACTIVE EXERCISE #1 THE SOCIAL WEB FISHBOWL..... Tuesday, November 23, 2010
  21. 21. INTERACTIVE EXERCISE #1 BRAND JAM Tuesday, November 23, 2010
  22. 22. SYNTHESIZE LET’S MAKE IT REAL FOR YOU Goal Was To Strike A Chord How Do We Make This Real In Our Strategy? What is OUR plan? Tuesday, November 23, 2010
  23. 23. 3 MONTHS TO A SUCCESSFUL BRAND MANAGEMENT PROGRAM 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…. Tuesday, November 23, 2010
  24. 24. HOW TO SELL THIS UPWARD 1st Step Is TO Plan... This builds our case for the business Marketing, CRM, Both or Other Then... Then To Seal The Deal Disaster Mitigation Tuesday, November 23, 2010
  25. 25. BREAK When We Come Back..... Tuesday, November 23, 2010
  26. 26. - 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
  27. 27. GROUP CASE STUDY WORK INDIVIDUAL CASE STUDY WORK IN GROUPS Tuesday, November 23, 2010
  28. 28. WRAP UP Make this real in your organization. Download the planning tool and use these exercises Put the plan in place - and use the questionnaire to develop your own social media intentions Revisit the plan often - it’s a process measure its success by what does and, maybe more importantly, what DOESN’T happen Tuesday, November 23, 2010
  29. 29. WRAP UP List of Tools For your USE www.socialwebinstitute/downloads Tuesday, November 23, 2010
  30. 30. THANK YOU Tuesday, November 23, 2010
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