Following customers into social media

Communication has been democratized The Lifestream Age Consumer generated content Age of the digital camera Wifi & broadband Facebook – Doubled since 9/08 Twitter – Doubled since 3/09

Communication has been democratized

The Lifestream Age

Consumer generated content

Age of the digital camera

Wifi & broadband

Facebook – Doubled since 9/08

Twitter – Doubled since 3/09

More messages in more places Attract rather than detract Build communities not databases Communicate “with” instead of “at” Economy of a million niche markets

More messages in more places

Attract rather than detract

Build communities not databases

Communicate “with” instead of “at”

Economy of a million niche markets

Google loves social media 24/7 access Connect directly with decision makers Build frequency more efficiently and dynamically

Google loves social media

24/7 access

Connect directly with decision makers

Build frequency more efficiently and dynamically

Be interesting Build awareness Generate relationships Show passion Demonstrate honesty Create discussions Listen, listen, listen

Be interesting

Build awareness

Generate relationships

Show passion

Demonstrate honesty

Create discussions

Listen, listen, listen

Social networking (Facebook) Blogs (Wordpress) Microblogs (Twitter) Reference tools (Wikipedia) Peer to Peer Sharing (YouTube) Research (Google Alerts) Peer to Peer Reviews (Yelp)

Social networking (Facebook)

Blogs (Wordpress)

Microblogs (Twitter)

Reference tools (Wikipedia)

Peer to Peer Sharing (YouTube)

Research (Google Alerts)

Peer to Peer Reviews (Yelp)

Recruiting Branding Call to action Market research Entertainment Networking

Recruiting

Branding

Call to action

Market research

Entertainment

Networking

P.O.S.T. Method People Objective Strategy Technology

P.O.S.T. Method

People

Objective

Strategy

Technology

Who is your audience? What do they like and dislike? What motivates them? What do they talk about? Obsess over? What are their demographics?

Who is your audience?

What do they like and dislike?

What motivates them?

What do they talk about? Obsess over?

What are their demographics?

Who are the stake holders? What is the end goal? What will your audience do if you’re successful? Will you organization be more valuable for having started the campaign? Which verbs are important?

Who are the stake holders?

What is the end goal?

What will your audience do if you’re successful?

Will you organization be more valuable for having started the campaign?

Which verbs are important?

Which analytics and data will show you reached your objective? What resources (time, labor, financial) are available? Who will have ownership? What are competitors doing?

Which analytics and data will show you reached your objective?

What resources (time, labor, financial) are available?

Who will have ownership?

What are competitors doing?

Which technologies are important? Video, picture, audio sharing Per-to-peer networks vs. Blogging When and how will content be generated? Who is the caretaker and observer?

Which technologies are important?

Video, picture, audio sharing

Per-to-peer networks vs. Blogging

When and how will content be generated?

Who is the caretaker and observer?

Not everything that can be counted counts, and not everything that counts can be counted. - Albert Einstein

Not everything that can be counted counts, and not everything that counts can be counted.

- Albert Einstein

Measure Awareness (Web Traffic) Measure Acquisition (Conversion rates) Measure Retention (Reputation management) Qualities (Trust, Influence, Coolness factor)

Measure Awareness (Web Traffic)

Measure Acquisition (Conversion rates)

Measure Retention (Reputation management)

Qualities (Trust, Influence, Coolness factor)

Have a personality, a perspective and passion Define your audience Listen more than you talk Have a plan and keep the end in mind Make a schedule and budget time

Have a personality, a perspective and passion

Define your audience

Listen more than you talk

Have a plan and keep the end in mind

Make a schedule and budget time

Engage in conversations by being helpful and by giving more than you take Consumers will share their opinions whether or not you want to hear them Concentrate on building word of mouth by delivering interesting and relevant content Build trust and add value first. “Bring wine to the picnic”

Engage in conversations by being helpful and by giving more than you take

Consumers will share their opinions whether or not you want to hear them

Concentrate on building word of mouth by delivering interesting and relevant content

Build trust and add value first. “Bring wine to the picnic”

Allstate Blog forums.allstate.com

Allstate Facebook facebook.com

Allstate YouTube youtube.com

Allstate Facebook facebook.com

Keith Wainauski, Farmers @insuranceanswers

State Farm Agents linkedin.com

Toe dipping Educational content Video, links Staying top of mind Branding as the experts Developing relationships Retweeting, replying, interacting

Toe dipping

Educational content

Video, links

Staying top of mind

Branding as the experts

Developing relationships

Retweeting, replying, interacting

Focus on relationship building between people Twitter search conversations Interject value into conversation Use social media tools to be a catalyst for real, in person interaction

Focus on relationship building between people

Twitter search conversations

Interject value into conversation

Use social media tools to be a catalyst for real, in person interaction

Create an internal platform facilitate sharing of information and creativity Comment, reply, retweet, forward information that adds real value to people Don’t be that guy

Create an internal platform facilitate sharing of information and creativity

Comment, reply, retweet, forward information that adds real value to people

Don’t be that guy

Number of new relationships Traffic to website Increased revenue Decreased expenses Conversion rates

Number of new relationships

Traffic to website

Increased revenue

Decreased expenses

Conversion rates

Focus on consultative selling Be educational Watch what you say Walk before running Prove communicate enhance repeat

Focus on consultative selling

Be educational

Watch what you say

Walk before running

Prove communicate enhance repeat

Develop content and distribute Teach three agents to be experts Evaluate, find successes, repeat

Develop content and distribute

Teach three agents to be experts

Evaluate, find successes, repeat

William Crozer 702.339.3002 [email_address]

William Crozer

702.339.3002

[email_address]