Web content 2010 social media brand management beyond the buzz and into reality

Real Social Media Brand Management Beyond The Buzz & Into Reality Saturday, June 5, 2010

LET’S CONNECT @Robert_Rose #wcconf Robert@bigbluemoose.net www.adaptivemarketer.com Saturday, June 5, 2010

What Do Marketers Want From Social Media? Saturday, June 5, 2010

Sanity. Saturday, June 5, 2010

Saturday, June 5, 2010

Get Beyond The Buzz And Into Reality Saturday, June 5, 2010

“Sometimes you just have to say WTF...” “I deal in human fulﬁllment” A well implemented social media brand management process is the power to do both. Saturday, June 5, 2010

WHAT WE’LL TALK ABOUT Web 1. What Social Media Is and Isn’t.... 2. The 3’s... 3 Myths - 3 Case Studies & 3 Months To A Process 3. Let’s Make It Real.... How To Get Started... 4. One Present.... Saturday, June 5, 2010

Okay... Now For Some Hype Saturday, June 5, 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 Saturday, June 5, 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 Saturday, June 5, 2010

BUT HERE’S THE THING... 4% of our media budget Display Ads Search Traditional “Media” is not Ad Nets at the heart of Social Media. Portals Social Media It’s about one thing..... Data Brokers Mobile email Content...... In Game 0 8 15 23 Razorﬁsh Outlook Report 2010 30 Saturday, June 5, 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... Saturday, June 5, 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 Saturday, June 5, 2010

SOCIAL WEB IS NOT... A conversation.... It’s where the conversation happens..... So.... the real question is: Saturday, June 5, 2010

HOW DO I MAKE IT REAL? 3 Myths.... 3 Case Studies.... 3 Months to a successful process Saturday, June 5, 2010

MYTH #1 PEOPLE ON SOCIAL WEB ARE ALWAYS: Transparent Inclusive Engaging Sincere Truthful Positive... Saturday, June 5, 2010

REALITY - THESE ARE PEOPLE They can be just as... Duplicitous Evil Close-minded Argumentative Stupid Negative... as any other conversation Saturday, June 5, 2010

NESTLE VS. GREENPEACE Who’s on the business end of your leash? Saturday, June 5, 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. Saturday, June 5, 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 Saturday, June 5, 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 Saturday, June 5, 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... Saturday, June 5, 2010

3 SOCIAL WEB BRAND MANAGEMENT CASE STUDIES It doesn’t have to be huge It doesn’t have to be transparent It doesn’t have to be all encompassing Saturday, June 5, 2010

SIZE DOESN’T MATTER EHTP - Small Non-Proﬁt Small team, blog, Facebook, Twitter and (6 People) content. Won 1st Round of Chase Now: 800+ Facebook Fans and Community Giving growing and $65,000 richer. Saturday, June 5, 2010

YOUR BRAND: IT DOESN’T HAVE TO BE TRANSPARENT Social Brand Management Country music legend Dwight Yoakam Publishing platform micro-appearances (instead of Tonight Show). Use Social Nets to build a community. To “stay-in-touch” with the fan base Saturday, June 5, 2010

YOUR BRAND: IT DOESN’T HAVE TO BE ALL ENCOMPASSING Wal-mart uses eleven-moms To just provide a community For moms. Started organically - just Moms talking about products. Wal-mart embraced and Helped them launch… Saturday, June 5, 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. Governance: Your Internal Structure – (Distributed, Central, Coordinated) E. Define Your Process (who listens, who speaks) F. Define Your Roles (social process, community manager) G. Then…. Tools…. H. Rollout…. Measure… Iterate…. Saturday, June 5, 2010

ONE PRESENT A. 90 Social Web Brand Management Implementation Plan B. List of resources social media analytics sites and other tools C. Social Media Governance questionnaire - for your policy making pleasure Slidshare: http://www.slideshare.net/BigBlueMoose/social-web-implementation-plan Saturday, June 5, 2010

THANK YOU @Robert_Rose Robert@bigbluemoose.net www.adaptivemarketer.com Saturday, June 5, 2010

Photo Credits: Maison Bisson http://www.flickr.com/photos/hamed/ http://www.flickr.com/photos/elisamoro/4406457524/ http://www.flickr.com/photos/mvjantzen/3400081793/ http://www.flickr.com/photos/paulobrandao/3073485075/ http://www.flickr.com/photos/maisonbisson/201844037/ http://www.flickr.com/photos/sylvainbourdos/3307647438/ http://www.flickr.com/photos/28326381@N02/3022115992/ http://www.flickr.com/photos/timcummins/220629629/ http://www.flickr.com/photos/imagination_indie/2405244526/ http://www.flickr.com/photos/americanvirus/3393642983/ http://www.flickr.com/photos/sharif/2177051725/sizes/l/ Saturday, June 5, 2010

Web content 2010 social media brand management beyond the buzz and into reality

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