Social web institute managing the corporate intentions

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 Michael Weiss @imagistic MichaelW@imagistic.com www.imagistic.com Tuesday, November 23, 2010

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

Social Web Getting Beyond The Buzz And Into Reality Tuesday, November 23, 2010

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

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

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

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

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

SOCIAL WEB IS NOT... A conversation.... It’s where the conversation happens..... So.... the real question is: Tuesday, November 23, 2010

HOW DO I MAKE IT REAL? 3 Myths.... 3 Months to a successful process Tuesday, November 23, 2010

MYTH #1 PEOPLE ON SOCIAL WEB ARE ALWAYS: Transparent Inclusive Engaging Sincere Truthful Positive... Tuesday, November 23, 2010

REALITY - THESE ARE PEOPLE They can be just as... Duplicitous Evil Close-minded Argumentative Stupid Negative... as any other conversation 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 that can affect your brand Communicate. Iterate. Manage. Tuesday, November 23, 2010

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

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

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

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 Chord How Do We Make This Real In Our Strategy? What is OUR plan? Tuesday, November 23, 2010

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

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

BREAK When We Come Back..... 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

GROUP CASE STUDY WORK INDIVIDUAL CASE STUDY WORK IN GROUPS Tuesday, November 23, 2010

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

WRAP UP List of Tools For your USE www.socialwebinstitute/downloads Tuesday, November 23, 2010

THANK YOU Tuesday, November 23, 2010

Social web institute managing the corporate intentions

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