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Social Media 101

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Comprehensive high-level overview of social media: categories, examples, case studies and strategy.

Comprehensive high-level overview of social media: categories, examples, case studies and strategy.

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Social Media 101 Social Media 101 Presentation Transcript

  • 1
  • COMET BRANDING | HELLO | Social Media 101 comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | OVERVIEW | Chapter 1: What is social media? Chapter 2: Social media for business Chapter 3: Are you ready? Chapter 4: So now what? comet b ra n d i n g branding + public relations evolved
  • WHAT IS | CHAPTER 1: WHAT IS SOCIAL MEDIA? | Chapter 1: What is social media? Why “social” is applicable to business What is social media doing to how businesses communicate internally and externally? Categories of social media platforms What’s the big deal about social media? comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | READ ALL ABOUT IT? | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | READ ALL ABOUT IT? | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | READ ALL ABOUT IT? | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | READ ALL ABOUT IT? | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | READ ALL ABOUT IT? | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | READ ALL ABOUT IT? | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | READ ALL ABOUT IT? | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | READ ALL ABOUT IT? | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | READ ALL ABOUT IT? | comet b ra n d i n g marketing + public relations evolved
  • WHAT IS | SOCIAL MEDIA? | Any online media that enables people to interact with one another. Also referred to as: • Web 2.0 • Digital media • New media • Social networking comet b ra n d i n g branding + public relations evolved
  • WHAT IS | SOCIAL MEDIA? | comet b ra n d i n g marketing + public relations evolved
  • WHAT IS | SOCIAL MEDIA? | Content created by people using highly accessible and scalable publishing technologies. comet b ra n d i n g marketing + public relations evolved
  • WHAT IS | SOCIAL MEDIA? | Content created by people using highly accessible and scalable publishing technologies. A shift in how people discover, read and share news, information and content. comet b ra n d i n g marketing + public relations evolved
  • WHAT IS | SOCIAL MEDIA? | Content created by people using highly accessible and scalable publishing technologies. A shift in how people discover, read and share news, information and content. A fusion of sociology and technology comet b ra n d i n g marketing + public relations evolved
  • WHAT IS | SOCIAL MEDIA? | Content created by people using highly accessible and scalable publishing technologies. A shift in how people discover, read and share news, information and content. A fusion of sociology and technology Monologues become dialogues comet b ra n d i n g marketing + public relations evolved
  • WHAT IS | SOCIAL MEDIA? | Content created by people using highly accessible and scalable publishing technologies. A shift in how people discover, read and share news, information and content. A fusion of sociology and technology Monologues become dialogues People change from content readers into publishers comet b ra n d i n g marketing + public relations evolved
  • WHAT IS | SOCIAL MEDIA? | Content created by people using highly accessible and scalable publishing technologies. A shift in how people discover, read and share news, information and content. A fusion of sociology and technology Monologues become dialogues People change from content readers into publishers Allows people to connect in the online world to form both personal and business relationships. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | BRAND MAP | comet b ra n d i n g marketing + public relations evolved 8
  • SOCIAL MEDIA | BRAND MAP | YOUR PERSONAL BRAND comet b ra n d i n g marketing + public relations evolved 8
  • SOCIAL MEDIA | BRAND MAP | COMPANY Y COM PAN YOUR PAN COM PERSONAL Y BRAND CO NY MP PA AN M Y CO comet b ra n d i n g marketing + public relations evolved 8
  • SOCIAL MEDIA | BRAND MAP | COMPANY Y COM PAN YOUR COMPANY PAN COM PERSONAL BRAND Y BRAND CO NY MP PA AN M Y CO comet b ra n d i n g marketing + public relations evolved 8
  • COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN YOUR COMPANY PAN COM PERSONAL BRAND Y BRAND CO NY MP PA AN M Y CO comet b ra n d i n g marketing + public relations evolved 8
  • COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN YOUR COMPANY PAN COM PERSONAL BRAND Y BRAND CO NY MP COM AN M PA Y CO PAN CO-WORKER’S Y PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
  • COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN YOUR COMPANY PAN COM PERSONAL BRAND Y BRAND CO NY MP COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
  • COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN YOUR COMPANY PAN COM PERSONAL BRAND Y BRAND CO NY MP COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
  • COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN YOUR COMPANY PAN COM PERSONAL BRAND Y BRAND CO NY MP COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
  • COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN YOUR COMPANY PAN COM PERSONAL BRAND Y BRAND Your Y CO Family MP N COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
  • COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN YOUR COMPANY PAN COM PERSONAL BRAND Y BRAND Your Y CO Family MP N COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
  • COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN YOUR COMPANY PAN COM PERSONAL BRAND Y BRAND Your Y CO Family MP N COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
  • COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN Your YOUR COMPANY PAN COM Friends PERSONAL BRAND Y BRAND Your Y CO Family MP N COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
  • COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN Your YOUR COMPANY PAN COM Friends PERSONAL BRAND Y BRAND Your Y CO Family MP N COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
  • COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN Your YOUR COMPANY PAN COM Friends PERSONAL BRAND Y BRAND Your Y CO Family MP N COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
  • COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND Other COMPANY “Friends” Y AN MP CO Y COM PAN Your YOUR COMPANY PAN COM Friends PERSONAL BRAND Y BRAND Your Y CO Family MP N COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
  • COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND Other COMPANY “Friends” Y AN MP CO Y COM PAN Your YOUR COMPANY PAN COM Friends PERSONAL BRAND Y BRAND Your Y CO Family MP N COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
  • COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND Other COMPANY “Friends” Y AN MP CO Y COM PAN Your YOUR COMPANY PAN COM Friends PERSONAL BRAND Y BRAND Your Y CO Family MP N COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
  • SOCIAL MEDIA | WHY? What’s the big deal? | comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WHY? What’s the big deal? | What’s the big deal about social media? comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WHY? What’s the big deal? | What’s the big deal about social media? 1. Immensely measurable. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WHY? What’s the big deal? | What’s the big deal about social media? 1. Immensely measurable. Nearly real-time response rates. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WHY? What’s the big deal? | What’s the big deal about social media? 1. Immensely measurable. Nearly real-time response rates. Many interactions can be tracked all the way from initial touchpoint to close of a sale. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WHY? What’s the big deal? | What’s the big deal about social media? 1. Immensely measurable. Nearly real-time response rates. Many interactions can be tracked all the way from initial touchpoint to close of a sale. It doesn’t get any better than that. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WHY? What’s the big deal? | comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WHY? What’s the big deal? | 2. Flexible and customizable. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WHY? What’s the big deal? | 2. Flexible and customizable. As many customer touchpoints as your company is able to manage effectively. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WHY? What’s the big deal? | 2. Flexible and customizable. As many customer touchpoints as your company is able to manage effectively. Useful for multiple people within an organization, not just marketing and PR. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WHY? What’s the big deal? | 2. Flexible and customizable. As many customer touchpoints as your company is able to manage effectively. Useful for multiple people within an organization, not just marketing and PR. Product managers, customer service, senior executives and junior staff can all play a strategic part. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WHY? What’s the big deal? | 2. Flexible and customizable. As many customer touchpoints as your company is able to manage effectively. Useful for multiple people within an organization, not just marketing and PR. Product managers, customer service, senior executives and junior staff can all play a strategic part. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WHY? What’s the big deal? | *Hubspot comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WHY? What’s the big deal? | 3. Less money and better results (*61% lower cost per lead) than traditional media strategies. *Hubspot comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WHY? What’s the big deal? | 3. Less money and better results (*61% lower cost per lead) than traditional media strategies. 4. Establish deeper connections with your existing customers, increasing loyalty and building an army of brand ambassadors. *Hubspot comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WHY? What’s the big deal? | 3. Less money and better results (*61% lower cost per lead) than traditional media strategies. 4. Establish deeper connections with your existing customers, increasing loyalty and building an army of brand ambassadors. 5. Competition may already be there, shaping the industry discussion or possibly even telling your story for you- in a way you would not necessarily appreciate. *Hubspot comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WHY? What’s the big deal? | comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WHY? What’s the big deal? | 6. Employees are already using social media, maybe even on your behalf, without your oversight or knowledge. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WHY? What’s the big deal? | 6. Employees are already using social media, maybe even on your behalf, without your oversight or knowledge. Leverage their knowledge, their personal and professional networks and their savvy to increase your company’s reach in a positive way. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WHY? What’s the big deal? | 6. Employees are already using social media, maybe even on your behalf, without your oversight or knowledge. Leverage their knowledge, their personal and professional networks and their savvy to increase your company’s reach in a positive way. 7. Customers are de nitely online. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WHY? What’s the big deal? | 6. Employees are already using social media, maybe even on your behalf, without your oversight or knowledge. Leverage their knowledge, their personal and professional networks and their savvy to increase your company’s reach in a positive way. 7. Customers are de nitely online. Many are actively using social media, searching for information and support. They need someone to give it to them. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WHY? What’s the big deal? | 6. Employees are already using social media, maybe even on your behalf, without your oversight or knowledge. Leverage their knowledge, their personal and professional networks and their savvy to increase your company’s reach in a positive way. 7. Customers are de nitely online. Many are actively using social media, searching for information and support. They need someone to give it to them. Add value to their search, and they’ll become advocates, not just customers. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | CATEGORIES | comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | CATEGORIES | 1. Networking sites: social, business, both comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | CATEGORIES | 1. Networking sites: social, business, both 2. Blogs & microblogs comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | CATEGORIES | 1. Networking sites: social, business, both 2. Blogs & microblogs 3. Forums & discussion boards comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | CATEGORIES | 1. Networking sites: social, business, both 2. Blogs & microblogs 3. Forums & discussion boards 4. Content-sharing: photos, video, knowledge comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | CATEGORIES | 1. Networking sites: social, business, both 2. Blogs & microblogs 3. Forums & discussion boards 4. Content-sharing: photos, video, knowledge 5. Social bookmarking comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | CATEGORIES | 1. Networking sites: social, business, both 2. Blogs & microblogs 3. Forums & discussion boards 4. Content-sharing: photos, video, knowledge 5. Social bookmarking 6. Wikis comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | CATEGORIES | 1. Networking sites: social, business, both 2. Blogs & microblogs 3. Forums & discussion boards 4. Content-sharing: photos, video, knowledge 5. Social bookmarking 6. Wikis 7. Tools / Resources comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | NETWORKING SITES | Online communities of people who share interests and/or activities. Most are Web based and provide a variety of ways for users to interact: e-mail, instant messaging and bulletin boards. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | BLOGS & MICROBLOGS | Word derived from “web log”. Combines text, images, and links to other blogs, Web pages, and other media related to its topic. Readers can comment on content. Microblogs, offer similar functionality, but in a limited number of characters per entry. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | FORUMS & DISCUSSION BOARDS | 43,800 members 1 million+ members 1,500+ members 26,000+ members comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | CONTENT-SHARING SITES | Photos Video Slides, Presentations Audio comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | SOCIAL BOOKMARKING | Method for Internet users to store, organize, search, and manage bookmarks; a system of content categorization. Users save links to Web pages that they want to remember and/or share. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | WIKIS | Web site that uses a speci c kind of software that allows multi-user and multi-location creation and editing of interlinked Web pages. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | TOOLS | Web-based or desk top applications that enable ease of use, measurement, integration of multiple platforms, etc. Many are free; some are subscriber- based. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | CHAPTER 2: WHO USES IT? | comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | CHAPTER 2: WHO USES IT? | Chapter 2: Who uses social media and how? comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | CHAPTER 2: WHO USES IT? | Chapter 2: Who uses social media and how? User demographics and trends comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | CHAPTER 2: WHO USES IT? | Chapter 2: Who uses social media and how? User demographics and trends How are companies and brands using it? comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | CHAPTER 2: WHO USES IT? | Chapter 2: Who uses social media and how? User demographics and trends How are companies and brands using it? Which companies and brands are using it well? comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | USER DEMOGRAPHICS | comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | USER DEMOGRAPHICS | • Each site has its own demographic pattern and usage statistics. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | USER DEMOGRAPHICS | • Each site has its own demographic pattern and usage statistics. • Data can be con icting from various sources; trends are more important than numbers. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | USER DEMOGRAPHICS | • Each site has its own demographic pattern and usage statistics. • Data can be con icting from various sources; trends are more important than numbers. • Changing constantly. comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | USER TRENDS: BIG FOUR | Founded 2006 Founded 2003 Founded 2005 Founded 2004 comet b ra n d i n g source: Quantcast.com 9.09 branding + public relations evolved
  • SOCIAL MEDIA | WHO USES FACEBOOK? | US: 91.2 m source: istrategy comet b ra n d i n g labs branding + public relations evolved
  • SOCIAL MEDIA | WHO USES LINKEDIN? | US: 12.8 m Global: 25.2 m comet b ra n d i n g source: Quantcast.com 9.09 marketing + public relations evolved
  • SOCIAL MEDIA | WHO USES TWITTER? | US monthly visitors: 27.6 m 52% Age 35+ 56% Higher Ed. Varied Income Grad School $0-30k 18-34 College $30-60k 35-49 No College $60-100k 50+ $100k + comet b ra n d i n g source: Quantcast.com 5.09 branding + public relations evolved
  • SOCIAL MEDIA | WHO USES YOUTUBE? | US: 82.4 m comet b ra n d i n g source: Quantcast.com 9.09 branding + public relations evolved
  • SOCIAL MEDIA | STRATEGIC USES | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | STRATEGIC USES | • Internal communications comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | STRATEGIC USES | • Internal communications • Brand awareness comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | STRATEGIC USES | • Internal communications • Brand awareness • Selling comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | STRATEGIC USES | • Internal communications • Brand awareness • Selling • Building community comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | STRATEGIC USES | • Internal communications • Brand awareness • Selling • Building community • Prospecting / lead-generation comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | STRATEGIC USES | • Internal communications • Brand awareness • Selling • Building community • Prospecting / lead-generation • Recruit / retain employees comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | STRATEGIC USES | • Internal communications • Brand awareness • Selling • Building community • Prospecting / lead-generation • Recruit / retain employees • Research / intelligence-gathering comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | STRATEGIC USES | • Internal communications • Brand awareness • Selling • Building community • Prospecting / lead-generation • Recruit / retain employees • Research / intelligence-gathering • Customer service comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | STRATEGIC USES | • Internal communications • Brand awareness • Selling • Building community • Prospecting / lead-generation • Recruit / retain employees • Research / intelligence-gathering • Customer service • Product innovation comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | STRATEGIC USES | • Internal communications • Brand awareness • Selling • Building community • Prospecting / lead-generation • Recruit / retain employees • Research / intelligence-gathering • Customer service • Product innovation • Fundraising comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | STRATEGIC USES | • Internal communications • Brand awareness • Selling • Building community • Prospecting / lead-generation • Recruit / retain employees • Research / intelligence-gathering • Customer service • Product innovation • Fundraising • Marketing / PR comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | APPLICATIONS FOR BUSINESS | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | APPLICATIONS FOR BUSINESS | Who is doing it well? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | APPLICATIONS FOR BUSINESS | Who is doing it well? • Dell: Making money on Twitter. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | APPLICATIONS FOR BUSINESS | Who is doing it well? • Dell: Making money on Twitter. • Sun Microsystems: CEO blog is setting the bar high. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | APPLICATIONS FOR BUSINESS | Who is doing it well? • Dell: Making money on Twitter. • Sun Microsystems: CEO blog is setting the bar high. • HSBC: Entrepreneurial community-building. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | APPLICATIONS FOR BUSINESS | Who is doing it well? • Dell: Making money on Twitter. • Sun Microsystems: CEO blog is setting the bar high. • HSBC: Entrepreneurial community-building. • Blendtec: Unlikely social media sensation. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | DELL | *Dell’s Social Media Goals 1. Enter into conversations with customers everyday in every major language 2. Address any form of customer dissatisfaction head-on knowing that not everything will be solved and some of Dell’s weaknesses will be exposed 3. Encourage "crowd sourcing" as the next step in listening to customers 4. Use video to personalize the Dell story *per Dell’s social media communications team at Austin SMC 9/07 event comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | DELL | Dell’s platforms: • Selling • Brand • Community comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | DELL | Dell cashes in on Twitter: • Sales • Brand • Community comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | SUN MICROSYSTEMS | CEO blog -Jonathan Schwartz: • Brand • Community • Multi-media engagement • “Behind the curtain” comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | HSBC | Business Network: • Brand • Community-building • Multi-media engagement • Research comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | BLENDTEC | Will It Blend?: Unlikely hero • Brand-building • Entertainment • Community-building • Multi-media engagement comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | MEASUREMENT & ROI | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | MEASUREMENT & ROI | Many tools are available to tie activity to outcomes: comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | MEASUREMENT & ROI | Many tools are available to tie activity to outcomes: With clear and appropriate goals, outcomes are absolutely measurable. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | MEASUREMENT & ROI | Many tools are available to tie activity to outcomes: With clear and appropriate goals, outcomes are absolutely measurable. Investment is mostly time to manage and maintain. Customized applications require programming. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CHAPTER 2: RECAP | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CHAPTER 2: RECAP | Who uses social media? Just about everyone. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CHAPTER 2: RECAP | Who uses social media? Just about everyone. How are companies and brands using it? Many ways. Not just marketing. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CHAPTER 2: RECAP | Who uses social media? Just about everyone. How are companies and brands using it? Many ways. Not just marketing. Which companies and brands are using it well? More and more. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CHAPTER 3: ARE YOU READY? | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CHAPTER 3: ARE YOU READY? | Chapter 3: Are You Ready? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CHAPTER 3: ARE YOU READY? | Chapter 3: Are You Ready? Is your business ready to leverage social media? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CHAPTER 3: ARE YOU READY? | Chapter 3: Are You Ready? Is your business ready to leverage social media? Processes, expectations and considerations comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CHAPTER 3: ARE YOU READY? | Chapter 3: Are You Ready? Is your business ready to leverage social media? Processes, expectations and considerations What business outcomes can you expect? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CHAPTER 3: ARE YOU READY? | Chapter 3: Are You Ready? Is your business ready to leverage social media? Processes, expectations and considerations What business outcomes can you expect? Measurement and ROI comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESSES | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESSES | INTERNAL BUY-IN? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESSES | INTERNAL BUY-IN? • Is management team on board? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESSES | INTERNAL BUY-IN? • Is management team on board? • Approvals for real time responses? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESSES | INTERNAL BUY-IN? • Is management team on board? • Approvals for real time responses? • Openness of information? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESSES | INTERNAL BUY-IN? • Is management team on board? • Approvals for real time responses? • Openness of information? • Ready to adjust/fix problems that become evident? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | COMMUNICATIONS POLICY. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | COMMUNICATIONS POLICY. • Do you have one today? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | COMMUNICATIONS POLICY. • Do you have one today? • Does it clarify employee behaviors/consequences? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | COMMUNICATIONS POLICY. • Do you have one today? • Does it clarify employee behaviors/consequences? • Update it for social media. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | COMMUNICATIONS POLICY. • Do you have one today? • Does it clarify employee behaviors/consequences? • Update it for social media. • Employees are already using social media. How can you get them to use it in a way that benefits the company, rather than hurting it? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | CLEARLY DEFINED BRAND GOALS. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | CLEARLY DEFINED BRAND GOALS. • It is widely understood by all involved? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | CLEARLY DEFINED BRAND GOALS. • It is widely understood by all involved? • Voice/personality of the company- is it clear? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | CLEARLY DEFINED BRAND GOALS. • It is widely understood by all involved? • Voice/personality of the company- is it clear? • Clarifying this will enable all to represent consistently. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | STAFF / RESOURCES AVAILABLE. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | STAFF / RESOURCES AVAILABLE. • Do you have the required staff/resources to dedicate to it? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | STAFF / RESOURCES AVAILABLE. • Do you have the required staff/resources to dedicate to it? • Have they been allocated the time/goals to do it well? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | STAFF / RESOURCES AVAILABLE. • Do you have the required staff/resources to dedicate to it? • Have they been allocated the time/goals to do it well? • Have they been trained adequately? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | CONTENT AVAILABILITY / MEDIA ASSETS. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | CONTENT AVAILABILITY / MEDIA ASSETS. • Company stories comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | CONTENT AVAILABILITY / MEDIA ASSETS. • Company stories • Images, video, animations, audio, etc. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | CONTENT AVAILABILITY / MEDIA ASSETS. • Company stories • Images, video, animations, audio, etc. • It is usable? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | CONTENT AVAILABILITY / MEDIA ASSETS. • Company stories • Images, video, animations, audio, etc. • It is usable? • Is it accessible? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | CONTENT AVAILABILITY / MEDIA ASSETS. • Company stories • Images, video, animations, audio, etc. • It is usable? • Is it accessible? • Does it support your goals? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | TECHNICAL INFRASTRUCTURE. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | TECHNICAL INFRASTRUCTURE. • Who updates Web site content? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | TECHNICAL INFRASTRUCTURE. • Who updates Web site content? • Are servers big enough for new applications? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | TECHNICAL INFRASTRUCTURE. • Who updates Web site content? • Are servers big enough for new applications? • Will firewalls disable access to important sites/content? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | TECHNICAL INFRASTRUCTURE. • Who updates Web site content? • Are servers big enough for new applications? • Will firewalls disable access to important sites/content? • Do you have adequate securities in place? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | INDUSTRY REGULATIONS / LEGAL IMPLICATIONS. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | INDUSTRY REGULATIONS / LEGAL IMPLICATIONS. • Industry heavily regulated? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | INDUSTRY REGULATIONS / LEGAL IMPLICATIONS. • Industry heavily regulated? • Approval processes comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | INDUSTRY REGULATIONS / LEGAL IMPLICATIONS. • Industry heavily regulated? • Approval processes • Do differently? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CONSIDERATIONS | INDUSTRY REGULATIONS / LEGAL IMPLICATIONS. • Industry heavily regulated? • Approval processes • Do differently? • Does not have to impede, but will impact your efforts comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | EXPECTATIONS | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | EXPECTATIONS | Rome wasn’t built in a day: takes time to build community. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | EXPECTATIONS | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | EXPECTATIONS | Can’t have rainbows without the rain: expect critics. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | EXPECTATIONS | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | EXPECTATIONS | Open kimono policy applies: be transparent and authentic. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | EXPECTATIONS | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | EXPECTATIONS | Sad clowns are confusing (and creepy): stay consistent with your brand. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | EXPECTATIONS | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | EXPECTATIONS | Don’t let jerks sidetrack your efforts: ensure alignment with business goals. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | EXPECTATIONS | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | EXPECTATIONS | Can’t put the genie back in the bottle: discretion is paramount. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CHAPTER 4: WHAT NEXT? | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CHAPTER 4: WHAT NEXT? | Chapter 4: What comes next? comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CHAPTER 4: WHAT NEXT? | Chapter 4: What comes next? Purpose/Goals comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CHAPTER 4: WHAT NEXT? | Chapter 4: What comes next? Purpose/Goals - Strategy to achieve those goals comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CHAPTER 4: WHAT NEXT? | Chapter 4: What comes next? Purpose/Goals - Strategy to achieve those goals - Agree on metrics for success comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CHAPTER 4: WHAT NEXT? | Chapter 4: What comes next? Purpose/Goals - Strategy to achieve those goals - Agree on metrics for success Getting started: internal dynamics comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | CHAPTER 4: WHAT NEXT? | Chapter 4: What comes next? Purpose/Goals - Strategy to achieve those goals - Agree on metrics for success Getting started: internal dynamics Resources for further reading comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | STEP ONE | PLAN + RESEARCH. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | STEP ONE | PLAN + RESEARCH. DETERMINE goals/objectives. Awareness? Engagement? Online sales? Web traffic? Make a plan. Set expectations. Define and report against them. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | STEP ONE | PLAN + RESEARCH. DETERMINE goals/objectives. Awareness? Engagement? Online sales? Web traffic? Make a plan. Set expectations. Define and report against them. RESEARCH to learn about the strengths/weaknesses/opportunities and challenges of each social media platform. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | STEP ONE | PLAN + RESEARCH. DETERMINE goals/objectives. Awareness? Engagement? Online sales? Web traffic? Make a plan. Set expectations. Define and report against them. RESEARCH to learn about the strengths/weaknesses/opportunities and challenges of each social media platform. SCAN the social media landscape to determine find where your target demographic is hanging out. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | STEP ONE | PLAN + RESEARCH. DETERMINE goals/objectives. Awareness? Engagement? Online sales? Web traffic? Make a plan. Set expectations. Define and report against them. RESEARCH to learn about the strengths/weaknesses/opportunities and challenges of each social media platform. SCAN the social media landscape to determine find where your target demographic is hanging out. SELECT the appropriate social media platforms and tactics for your efforts. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | STEP TWO | STARTUP. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | STEP TWO | STARTUP. SET UP accounts. Link them to each other whenever possible. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | STEP TWO | STARTUP. SET UP accounts. Link them to each other whenever possible. GATHER your assets. Social media comes alive with video, images, content. Consider new materials for new media. Compile and create content that dramatizes your brand story. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | STEP THREE | LISTEN + OBSERVE. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | STEP THREE | LISTEN + OBSERVE. SEARCH for people and topics using key words. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | STEP THREE | LISTEN + OBSERVE. SEARCH for people and topics using key words. FIND the competition and figure out what they’re doing right/wrong. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | STEP THREE | LISTEN + OBSERVE. SEARCH for people and topics using key words. FIND the competition and figure out what they’re doing right/wrong. EXPLORE and find companies doing really cool things. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | STEP THREE | LISTEN + OBSERVE. SEARCH for people and topics using key words. FIND the competition and figure out what they’re doing right/wrong. EXPLORE and find companies doing really cool things. EMULATE those who do it well. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | STEP THREE | LISTEN + OBSERVE. SEARCH for people and topics using key words. FIND the competition and figure out what they’re doing right/wrong. EXPLORE and find companies doing really cool things. EMULATE those who do it well. AVOID mistakes others have made. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | STEP FOUR | ENGAGE + GROW. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | STEP FOUR | ENGAGE + GROW. BE A RESOURCE, offer relevant and valuable content, recommendations and thoughts. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | STEP FOUR | ENGAGE + GROW. BE A RESOURCE, offer relevant and valuable content, recommendations and thoughts. ENGAGE with value-add commentary and opportunities to deepen their relationships with your brand. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | STEP FOUR | ENGAGE + GROW. BE A RESOURCE, offer relevant and valuable content, recommendations and thoughts. ENGAGE with value-add commentary and opportunities to deepen their relationships with your brand. JOIN THE CONVERSATION by commenting or retweeting/forwarding other people’s posts. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | STEP FIVE | MEASURE RESULTS. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | PROCESS | STEP FIVE | MEASURE RESULTS. PROVE what you did was worth it. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | INTERNAL DYNAMIC | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | INTERNAL DYNAMIC | COMMUNICATION. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | INTERNAL DYNAMIC | COMMUNICATION. • Depth and breadth of information shared across internal departments must increase. Walls between product, brand, campaigns come down. Knowledge must be shared freely. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | INTERNAL DYNAMIC | COMMUNICATION. • Depth and breadth of information shared across internal departments must increase. Walls between product, brand, campaigns come down. Knowledge must be shared freely. • 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 | INTERNAL DYNAMIC | COMMUNICATION. • Depth and breadth of information shared across internal departments must increase. Walls between product, brand, campaigns come down. Knowledge must be shared freely. • Real-time responses increase the urgency of information sharing, shortening turnaround times. • Levels of participation and involvement must be crystal clear. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | INTERNAL DYNAMIC | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | INTERNAL DYNAMIC | TRANSPARENCY. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | INTERNAL DYNAMIC | TRANSPARENCY. • Activities, dates, times are completely visible and traceable in social media. Truth serum. Reality check for all internal parties. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | INTERNAL DYNAMIC | TRANSPARENCY. • Activities, dates, times are completely visible and traceable in social media. Truth serum. Reality check for all internal parties. • Certain social media platforms require disclosure/integrity to ensure authenticity. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | INTERNAL DYNAMIC | TRANSPARENCY. • Activities, dates, times are completely visible and traceable in social media. Truth serum. Reality check for all internal parties. • 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 | INTERNAL DYNAMIC | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | INTERNAL DYNAMIC | DISCRETION. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | INTERNAL DYNAMIC | DISCRETION. • Private and professional lives converge in social media and are transferrable from company to employee and back again. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | INTERNAL DYNAMIC | DISCRETION. • Private and professional lives converge in social media and are transferrable from company to employee and back again. • 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 | INTERNAL DYNAMIC | DISCRETION. • Private and professional lives converge in social media and are transferrable from company to employee and back again. • 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 | INTERNAL DYNAMIC | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | INTERNAL DYNAMIC | LEGAL IMPLICATIONS. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | INTERNAL DYNAMIC | LEGAL IMPLICATIONS. • Agency 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 | INTERNAL DYNAMIC | LEGAL IMPLICATIONS. • Agency 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 | INTERNAL DYNAMIC | LEGAL IMPLICATIONS. • Agency 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 | INTERNAL DYNAMIC | LEGAL IMPLICATIONS. • Agency 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 | INTERNAL DYNAMIC | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | INTERNAL DYNAMIC | INTEGRATION. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | INTERNAL 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 | INTERNAL 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 | INTERNAL 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 | INTERNAL 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 | INTERNAL 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 | INTERNAL 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 | INTERNAL DYNAMIC | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | INTERNAL DYNAMIC | SUSTAINABILITY. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | INTERNAL 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 | INTERNAL 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 | INTERNAL 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 + 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 + 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 + 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 + 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 | RESOURCES FOR FURTHER READING | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | RESOURCES FOR FURTHER READING | Books: • Social Media is a Cocktail Party - Jim Tobin • Groundswell - Charlene Li and Josh Bernoff • Naked Conversations - Robert Scoble and Shel Israel • Personality Not Included - Rohit Bhargava • Tribes - Seth Godin Blogs: • Mashable.com • NowIsGone.com • web-strategist.com/blog/ comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | TOOLS + RESOURCES TO CONSIDER | comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | TOOLS + RESOURCES TO CONSIDER | • General - Namechk.com: Checks the availability of usernames across platforms. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | TOOLS + RESOURCES TO CONSIDER | • General - Namechk.com: Checks the availability of usernames across platforms. • Twitter - Twellow: Powerful search tool for people, categories, key words, etc. - BudURL: URL link minimizing tool that lets you track click-throughs. - Tweetdeck: Desktop application that enables groupings, favorites, etc. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | TOOLS + RESOURCES TO CONSIDER | • General - Namechk.com: Checks the availability of usernames across platforms. • Twitter - Twellow: Powerful search tool for people, categories, key words, etc. - BudURL: URL link minimizing tool that lets you track click-throughs. - Tweetdeck: Desktop application that enables groupings, favorites, etc. • Facebook - InsideFacebook.com: Offers tips and insights into optimizing FB for your brand, e.g. downloadable Facebook Marketing Bible. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | TOOLS + RESOURCES TO CONSIDER | • General - Namechk.com: Checks the availability of usernames across platforms. • Twitter - Twellow: Powerful search tool for people, categories, key words, etc. - BudURL: URL link minimizing tool that lets you track click-throughs. - Tweetdeck: Desktop application that enables groupings, favorites, etc. • Facebook - InsideFacebook.com: Offers tips and insights into optimizing FB for your brand, e.g. downloadable Facebook Marketing Bible. • YouTube - www.youtube.com/advertise: Offers insights into how the platform can be customized and utilized by your brand. comet b ra n d i n g marketing + public relations evolved
  • SOCIAL MEDIA | TOOLS + RESOURCES TO CONSIDER | • General - Namechk.com: Checks the availability of usernames across platforms. • Twitter - Twellow: Powerful search tool for people, categories, key words, etc. - BudURL: URL link minimizing tool that lets you track click-throughs. - Tweetdeck: Desktop application that enables groupings, favorites, etc. • Facebook - InsideFacebook.com: Offers tips and insights into optimizing FB for your brand, e.g. downloadable Facebook Marketing Bible. • YouTube - www.youtube.com/advertise: Offers insights into how the platform can be customized and utilized by your brand. • Blogging - WordPress: Blog platform that enables significant customization (moderate+) - Blogger: Do-it-yourself blog platform offering templates (basic) comet b ra n d i n g marketing + public relations evolved
  • COMET BRANDING | HELLO | Sara Meaney partner | left brain 14 years of client and agency side experience in branding, marketing, PR and 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 | Sara Meaney partner | left brain 14 years of client and agency side experience in branding, marketing, PR and social media. Marketing + Branding + Public Relations 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 | COMPETENCIES | Comet works to offer the best in: BRANDING MARKETING PUBLIC RELATIONS ‣ Strategic Brand Development ‣ Strategy and Plan Creation ‣ Media Relations, Media Training and Planning ‣ Event Concept Development, and Interview Management ‣ Brand Platform Creation Event Promotion and ‣ Strategic Partnership and ‣ Voice and Messaging Management Sponsorship Development Development ‣ Marketing Collateral Creation and ‣ Spokesperson Services Strategic ‣ Brand Name and Trademark Copywriting Public Relations Planning and Concepts ‣ Statistics and Return on Execution ‣ Analysis: Strengths, Investment Tracking/Monitoring ‣ Story Writing and Media Material Weaknesses, Opportunities, ‣ Market Research and Insight Development Threats ‣ Product Launch Programs ‣ Rebranding and evolution Across both traditional and social media platforms: ‣ Social Media Research, Strategy, Planning and Implementation comet b ra n d i n g branding + public relations evolved
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