0
SOURCE: http://flickr.com/photos/konaboy/176460812/




 Staying Afloat in
       Social Media



                        ...
SOURCE: http://flickr.com/photos/casch/828665095/
SOURCE: http://flickr.com/photos/sis/52290601/
SOURCE: http://flickr.com/photos/9613367@N03/735231064/
SOURCE: http://flickr.com/photos/dan_ellidge/2580830531/
SOURCE: http://flickr.com/photos/sharpimage/3269966783/
“Right now, your customers are
writing about your products on blogs
and recutting your commercials on
 YouTube. They’re de...
“These are all elements of a social
phenomenon— the groundswell —
 that has created a permanent,
   long-lasting shift in ...
The Internet is an
extension of your
marketing dept.
Creating a “World Wide Rave”
is about spreading ideas and
  having other people tell
        your stories.




           ...
Social Media
Websites that encourage
  its readers to post
        content
Social Media
Helps businesses grow in
   salience and sales
The smaller
you are,
the bigger
               The bigger
you must
                  you are,
LOOK.
              the smal...
Small businesses can look
bigger and big businesses
     can get smaller
nearly 500 Zappos employees actively use Twitter
$1B in sales (2008)
           9.0M purchasing customers
          38% purchased in past year
       75% are returning cus...
“Twitter is … a great way for
           employees and customers to see that
                  we are real people, and it ...
“Our #1 priority as a company is our
               company culture. We believe if we
           get the culture right, mo...
>> SHIFT PERSPECTIVE <<

Go from being a Creator
     to an Enabler.




                      Kate Thorp
“Listening is a highly underrated
     marketing strategy.”




                          Leslie Forde
Conversation requires
listening & responding.
1



                          2




                  3


         4
                      5
More than One Ocean
If you hide the
truth, someone will find
         the truth.
It’s about progress,
   not perfection.
John Mackey posted over 1,300 messages
  in the Yahoo! financial boards from 1999
to mid-2006. In these messages, Mackey h...
What gets measured,
gets manufactured.
Buzz doesn’t create
evangelists. Evangelists
     create buzz.
All Products.
All Channels.
SOURCE: http://www.flickr.com/photos/churl/318665120/
All Content.
All Channels.
#cpc
search.twitter.com
Being “agnostic” about
 the media platform.

               Kelley Woodland
“In the end, we may be in love
with books, but it’s words that have
       truly won our hearts.”




                  Je...
“It’s words that whisper into our
ear and transform us, that make us
  believe in other worlds or new
emotions we didn’t k...
“It’s words that keep us company
in those planes, on subways trains,
     or our comfy couches.”




                 Jeff...
“It’s words, not books, paper,
papyrus, or vellum pages that
    transform our lives.”




               Jeff Gomez
     ...
SOURCE: http://flickr.com/photos/23270082@N03/2644114373/
SOURCE: http://flickr.com/photos/ddexter_free/2601561386/
SOURCE: http://flickr.com/photos/konaboy/176460812/




 Staying Afloat in
       Social Media



                        ...
Questions?
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Staying Alfoat in Social Media

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PRESENTATION:
Staying Afloat in the Blue Ocean Waters of Social Media

WHO/WHERE/WHEN:
Custom Publishing Conference
Ft. Lauderdale, FL – March 23, 2009

DESCRIPTION
The Social Media waters can be treacherous. Many companies have capsized trying to capitalize on participating in this online customer-driven channel. Learn as John Moore, respected marketer and blogger, shares strategic advice on how any business can successfully navigate the Social Media waters by embracing and enlivening the consumer-driven online conversation.

PRESENTER:
John Moore, marketingologist
Brand Autopsy Marketing Practice
www.BrandAutopsy.com

Published in: Business, Technology

Transcript of "Staying Alfoat in Social Media"

  1. 1. SOURCE: http://flickr.com/photos/konaboy/176460812/ Staying Afloat in Social Media John Moore
  2. 2. SOURCE: http://flickr.com/photos/casch/828665095/
  3. 3. SOURCE: http://flickr.com/photos/sis/52290601/
  4. 4. SOURCE: http://flickr.com/photos/9613367@N03/735231064/
  5. 5. SOURCE: http://flickr.com/photos/dan_ellidge/2580830531/
  6. 6. SOURCE: http://flickr.com/photos/sharpimage/3269966783/
  7. 7. “Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They’re defining you on Wikipedia and ganging up on you in social networking sites like Facebook.” Charlene Li & Josh Bernoff GROUNDSWELL (2008)
  8. 8. “These are all elements of a social phenomenon— the groundswell — that has created a permanent, long-lasting shift in the way the world works.” Charlene Li & Josh Bernoff GROUNDSWELL (2008)
  9. 9. The Internet is an extension of your marketing dept.
  10. 10. Creating a “World Wide Rave” is about spreading ideas and having other people tell your stories. David Scott
  11. 11. Social Media Websites that encourage its readers to post content
  12. 12. Social Media Helps businesses grow in salience and sales
  13. 13. The smaller you are, the bigger The bigger you must you are, LOOK. the smaller you must GET.
  14. 14. Small businesses can look bigger and big businesses can get smaller
  15. 15. nearly 500 Zappos employees actively use Twitter
  16. 16. $1B in sales (2008) 9.0M purchasing customers 38% purchased in past year 75% are returning customers* * they spend 30% more SOURCES: http://en.wikipedia.org/wiki/Zappos & http://www.slideshare.net/zappos/zappos-womma-111308-presentation
  17. 17. “Twitter is … a great way for employees and customers to see that we are real people, and it makes the relationship a lot more personal, which is what we ultimately want people to feel about the Zappos brand.” Tony Hsieh ceo, Zappos SOURCE: http://www.inquisitr.com/2694/twitter-marketing-an-interview-with-zappos-ceo-tony-hsieh/
  18. 18. “Our #1 priority as a company is our company culture. We believe if we get the culture right, most of the other stuff, like great customer service, will fall into place on its own.” Tony Hsieh ceo, Zappos SOURCE: http://www.inquisitr.com/2694/twitter-marketing-an-interview-with-zappos-ceo-tony-hsieh/
  19. 19. >> SHIFT PERSPECTIVE << Go from being a Creator to an Enabler. Kate Thorp
  20. 20. “Listening is a highly underrated marketing strategy.” Leslie Forde
  21. 21. Conversation requires listening & responding.
  22. 22. 1 2 3 4 5 More than One Ocean
  23. 23. If you hide the truth, someone will find the truth.
  24. 24. It’s about progress, not perfection.
  25. 25. John Mackey posted over 1,300 messages in the Yahoo! financial boards from 1999 to mid-2006. In these messages, Mackey hid behind an alias (“rahodeb”) and trumpeted Whole Foods while trashing Wild Oats.
  26. 26. What gets measured, gets manufactured.
  27. 27. Buzz doesn’t create evangelists. Evangelists create buzz.
  28. 28. All Products. All Channels.
  29. 29. SOURCE: http://www.flickr.com/photos/churl/318665120/
  30. 30. All Content. All Channels.
  31. 31. #cpc search.twitter.com
  32. 32. Being “agnostic” about the media platform. Kelley Woodland
  33. 33. “In the end, we may be in love with books, but it’s words that have truly won our hearts.” Jeff Gomez PRINT IS DEAD (2007)
  34. 34. “It’s words that whisper into our ear and transform us, that make us believe in other worlds or new emotions we didn’t know existed.” Jeff Gomez PRINT IS DEAD (2007)
  35. 35. “It’s words that keep us company in those planes, on subways trains, or our comfy couches.” Jeff Gomez PRINT IS DEAD (2007)
  36. 36. “It’s words, not books, paper, papyrus, or vellum pages that transform our lives.” Jeff Gomez PRINT IS DEAD (2007)
  37. 37. SOURCE: http://flickr.com/photos/23270082@N03/2644114373/
  38. 38. SOURCE: http://flickr.com/photos/ddexter_free/2601561386/
  39. 39. SOURCE: http://flickr.com/photos/konaboy/176460812/ Staying Afloat in Social Media John Moore
  40. 40. Questions?
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