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COMET BRANDING | HELLO |
Sara Meaney
partner | left brain
14 years of client and agency side experience in
branding, marketing, PR and social media.
branding, marketing + pr
in traditional + social media
Al Krueger
founder | partner | right brain
10 years of client and agency side experience in
branding, marketing, PR and social media.
comet b ra n d i n g marketing + public relations evolved

COMET BRANDING | HELLO |
AMA Milwaukee Agency Crawl
How Clients + Agencies Can Work Together
to Optimize Social Media Outcomes
comet b ra n d i n g marketing + public relations evolved

WHAT IS | SOCIAL MEDIA |
Social media can be created by anyone.
Shifting how people nd, read and share news, information and content.
Increasing the importance of two-way communication.
Democratizing content, transforming people from readers into publishers.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? |
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? |
• Allowing people to connect directly with brands.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? |
• Allowing people to connect directly with brands.
• Allowing brands to connect directly to customers.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? |
• Allowing people to connect directly with brands.
• Allowing brands to connect directly to customers.
• Causing a seismic shift in the marketing game.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? |
• Allowing people to connect directly with brands.
• Allowing brands to connect directly to customers.
• Causing a seismic shift in the marketing game.
• Making selling more subtle.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? |
• Allowing people to connect directly with brands.
• Allowing brands to connect directly to customers.
• Causing a seismic shift in the marketing game.
• Making selling more subtle.
• Requiring authentic, honest and resourceful content.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? |
• Allowing people to connect directly with brands.
• Allowing brands to connect directly to customers.
• Causing a seismic shift in the marketing game.
• Making selling more subtle.
• Requiring authentic, honest and resourceful content.
• Adding p2p to the b2c, b2b and non-pro t mix.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? |
• Allowing people to connect directly with brands.
• Allowing brands to connect directly to customers.
• Causing a seismic shift in the marketing game.
• Making selling more subtle.
• Requiring authentic, honest and resourceful content.
• Adding p2p to the b2c, b2b and non-pro t mix.
• Providing a megaphone for every opinion - good or bad.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? |
• Allowing people to connect directly with brands.
• Allowing brands to connect directly to customers.
• Causing a seismic shift in the marketing game.
• Making selling more subtle.
• Requiring authentic, honest and resourceful content.
• Adding p2p to the b2c, b2b and non-pro t mix.
• Providing a megaphone for every opinion - good or bad.
• Changing the kinds of work agencies do for clients.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? |
• Allowing people to connect directly with brands.
• Allowing brands to connect directly to customers.
• Causing a seismic shift in the marketing game.
• Making selling more subtle.
• Requiring authentic, honest and resourceful content.
• Adding p2p to the b2c, b2b and non-pro t mix.
• Providing a megaphone for every opinion - good or bad.
• Changing the kinds of work agencies do for clients.
• Putting signi cant pressure on agencies to evolve.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? |
• Allowing people to connect directly with brands.
• Allowing brands to connect directly to customers.
• Causing a seismic shift in the marketing game.
• Making selling more subtle.
• Requiring authentic, honest and resourceful content.
• Adding p2p to the b2c, b2b and non-pro t mix.
• Providing a megaphone for every opinion - good or bad.
• Changing the kinds of work agencies do for clients.
• Putting signi cant pressure on agencies to evolve.
• Forcing changes in the client - agency dynamic.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Communication
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Communication
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Communication
• Information sharing must increase between client and agency.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Communication
• Information sharing must increase between client and agency.
• Internal client-side information sharing must also increase.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Communication
• Information sharing must increase between client and agency.
• Internal client-side information sharing must also increase.
• Real-time responses increase the urgency of information sharing,
shortening turnaround times.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Communication
• Information sharing must increase between client and agency.
• Internal client-side information sharing must also increase.
• Real-time responses increase the urgency of information sharing,
shortening turnaround times.
• Roles for participation and involvement on both sides of the fence must
be crystal clear.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Transparency
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Transparency
• Activities, dates, times are completely visible and traceable in social
media. Truth serum. Reality check for clients and agencies.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Transparency
• Activities, dates, times are completely visible and traceable in social
media. Truth serum. Reality check for clients and agencies.
• Certain social media platforms require disclosure/integrity to ensure
authenticity.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Transparency
• Activities, dates, times are completely visible and traceable in social
media. Truth serum. Reality check for clients and agencies.
• Certain social media platforms require disclosure/integrity to ensure
authenticity.
• Social media “coverage” is a different game. Inherent biases exist,
compared to traditional journalism.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Discretion
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Discretion
• Rules for internal and external use of social media must be carefully
considered. Is there an employee policy in place?
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Discretion
• Rules for internal and external use of social media must be carefully
considered. Is there an employee policy in place?
• Company secrets/intellectual property must be protected.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Discretion
• Rules for internal and external use of social media must be carefully
considered. Is there an employee policy in place?
• Company secrets/intellectual property must be protected.
• Private and professional lives converge in social media and are
transferrable from client to agency to employee and back again.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Discretion
• Rules for internal and external use of social media must be carefully
considered. Is there an employee policy in place?
• Company secrets/intellectual property must be protected.
• Private and professional lives converge in social media and are
transferrable from client to agency to employee and back again.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Legal implications
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Legal implications
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Legal implications
• Engagement contracts require social media considerations; new
territory. Little, if any, legal precedent.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Legal implications
• Engagement contracts require social media considerations; new
territory. Little, if any, legal precedent.
• Changes in content approval, due to real-time social media demands.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Legal implications
• Engagement contracts require social media considerations; new
territory. Little, if any, legal precedent.
• Changes in content approval, due to real-time social media demands.
• Little or no control of downstream reuse of content.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Legal implications
• Engagement contracts require social media considerations; new
territory. Little, if any, legal precedent.
• Changes in content approval, due to real-time social media demands.
• Little or no control of downstream reuse of content.
• Permanence of information. Once it’s out there, it’s out there. Even if
you delete it.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Integration
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Integration
• Activities and content in social media must be consistent with brand.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Integration
• Activities and content in social media must be consistent with brand.
• Social media should not stand alone, but can be a valuable aspect of a
comprehensive marketing/communications strategy.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Integration
• Activities and content in social media must be consistent with brand.
• Social media should not stand alone, but can be a valuable aspect of a
comprehensive marketing/communications strategy.
• All marketing and communications initiatives should be interconnected
across all media platforms whenever possible.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Integration
• Activities and content in social media must be consistent with brand.
• Social media should not stand alone, but can be a valuable aspect of a
comprehensive marketing/communications strategy.
• All marketing and communications initiatives should be interconnected
across all media platforms whenever possible.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Integration
• Activities and content in social media must be consistent with brand.
• Social media should not stand alone, but can be a valuable aspect of a
comprehensive marketing/communications strategy.
• All marketing and communications initiatives should be interconnected
across all media platforms whenever possible.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Integration
• Activities and content in social media must be consistent with brand.
• Social media should not stand alone, but can be a valuable aspect of a
comprehensive marketing/communications strategy.
• All marketing and communications initiatives should be interconnected
across all media platforms whenever possible.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Sustainability
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Sustainability
• Social media is not a campaign. It’s a relationship platform and must be
ongoing to be fruitful.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Sustainability
• Social media is not a campaign. It’s a relationship platform and must be
ongoing to be fruitful.
• In order to remain relevant and foster ongoing engagement, activities
and content must evolve over time.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Sustainability
• Social media is not a campaign. It’s a relationship platform and must be
ongoing to be fruitful.
• In order to remain relevant and foster ongoing engagement, activities
and content must evolve over time.
• Long term commitment to online community is important.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | THINGS TO STRIVE FOR |
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | THINGS TO STRIVE FOR |
• Be authentic. People can spot a fake from miles away.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | THINGS TO STRIVE FOR |
• Be authentic. People can spot a fake from miles away.
• Be consistent. Commit time and resources necessary to do it well.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | THINGS TO STRIVE FOR |
• Be authentic. People can spot a fake from miles away.
• Be consistent. Commit time and resources necessary to do it well.
• Listen and respond. This is a two-way conversation.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | THINGS TO STRIVE FOR |
• Be authentic. People can spot a fake from miles away.
• Be consistent. Commit time and resources necessary to do it well.
• Listen and respond. This is a two-way conversation.
• Add value in relevant ways.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | THINGS TO STRIVE FOR |
• Be authentic. People can spot a fake from miles away.
• Be consistent. Commit time and resources necessary to do it well.
• Listen and respond. This is a two-way conversation.
• Add value in relevant ways.
• Share stories and pictures.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | THINGS TO STRIVE FOR |
• Be authentic. People can spot a fake from miles away.
• Be consistent. Commit time and resources necessary to do it well.
• Listen and respond. This is a two-way conversation.
• Add value in relevant ways.
• Share stories and pictures.
• Be patient. It takes time to build a network in person. Same thing
applies in social media.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | THINGS TO AVOID |
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | THINGS TO AVOID |
• Don’t be too salesy or self-serving. Would you push that hard at a
dinner party with friends?
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | THINGS TO AVOID |
• Don’t be too salesy or self-serving. Would you push that hard at a
dinner party with friends?
• Don’t spam. Make it relevant and engaging.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | THINGS TO AVOID |
• Don’t be too salesy or self-serving. Would you push that hard at a
dinner party with friends?
• Don’t spam. Make it relevant and engaging.
• Don’t say or do anything you wouldn’t want your boss or mother to
see...
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | THINGS TO AVOID |
• Don’t be too salesy or self-serving. Would you push that hard at a
dinner party with friends?
• Don’t spam. Make it relevant and engaging.
• Don’t say or do anything you wouldn’t want your boss or mother to
see...
• Don’t forget why you’re there in the rst place. Listen and respond
to your audience.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | THINGS TO AVOID |
• Don’t be too salesy or self-serving. Would you push that hard at a
dinner party with friends?
• Don’t spam. Make it relevant and engaging.
• Don’t say or do anything you wouldn’t want your boss or mother to
see...
• Don’t forget why you’re there in the rst place. Listen and respond
to your audience.
• Don’t be afraid to offer some personal/non-work perspectives,
where appropriate. People like to interact with people, not faceless
brands.
comet b ra n d i n g marketing + public relations evolved

SOCIAL MEDIA | QUESTIONS? COMMENTS? |
comet b ra n d i n g
? marketing + public relations evolved

*all enclosed content confidential + copyright ©2009 comet branding llc
a milwaukee-based progressive branding, marketing + public relations agency