There are a couple of important reasons why social is important for brands: * people, collectively and one on one, have all sorts of conversations, public, internal, private. Part of those conversations is the fact that they buy based on beliefs -- yours. Do they connect with theirs? * a brand is a person's gut feeling about a product, service, or organization. It's individual, and it's based on emotions and not driven by your messages. * more and more people are online. You can discover what they do there, depending on who your customers are. Here are some ideas of how you can think through developing, implementing, managing and measuring a social media program.

1. Why social media is important for brands
and how to develop, implement, manage, and measure a social media program
Valeria Maltoni . www.ConversationAgent.com
Social Media Plus — May 25, 2010

2. people don't buy what you make, they buy why
you do it
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/piet_musterd/1858568495/

3. people don't buy what you make, they buy why
you do it
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/marctonysmith/4475275970/

4. a brand is a person’s gut feeling about a
product, service, or organization
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/professorbop/3955195669/

5. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

6. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

7. “One desire that is getting stronger than any other
demands remains the desire to be unique.”
— John Galliano
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

8. do you have it?
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

9. product as utility
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

10. product as design of experience
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

11. product as community builder
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

12. service for environmental priorities
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

13. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

14. develop
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/torontorob/4549794944/

15. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

16. objective
goals
strategy
tactics
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

17. http://socialmediagovernance.com/policies.php
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

18. implement
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/sis/266718134/

19. “Personae: fictitious characters
created to represent different
individuals within a targeted
demographic that might use a site
or product.”
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

20. M, S
L
http://www.rapleaf.com/
http://www.flowtown.com/
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

21. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

22. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

23. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

24. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
http://www.google.com/alerts

25. http://Search.twitter.com
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

26. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
http://Boardtracker.com

27. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
http://www.backtype.com

28. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
http://www.socialmention.com

29. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

30. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/missha/2209205063/

31. content
conversation strategy
team
process
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://tinyurl.com/yfol4x7

32. manage
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/eschipul/4160817135/

33. messaging conversation starters
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

34. since 2004
http://thrivewithkp.org/
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

35. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://smallbusiness.intuit.com/

36. http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/humanrace/?id=race_day
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

37. http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/what_is_nike_plus
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

38. crisis
complaints
competition
problems
questions
crowd
influentials
compliments
program impacts
point of need
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://commons.wikimedia.org/wiki/File:Young_kudu_with_big_ears_%28Kenya%29.jpg

39. measure
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/darrenhester/3901158717/

40. 1. Increase revenue
2. Decrease costs
3. Increase customer satisfaction
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/rubyblossom/3563008119/

41. define your metrics, arrange for tracking,
set your benchmarks
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/ac_theart/3790478918/

42. http://www.google.com/analytics/
http://www.coremetrics.com/
http://www.hitwise.com/us/
http://www.fireclick.com/
http://www.omniture.com/en/
http://www.radian6.com/
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

43. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

44. customer retention
customer value
competitive customers
referral engine
new leads
Web site conversions
length of sales cycle
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

45. number of newly acquired customers
number of customer referrals
number of transactions
changes in repeat customers
uplift in other marketing channels

46. the corporate home page
is at google.com

47. “A mighty flame follows a tiny spark.”
— Dante
“You can’t start a fire without a spark.”
— Springsteen
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

48. people don't buy what you make,
they buy why you do it
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/suvcougar/1273657633/

49. what you do serves as the proof of that
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/suvcougar/2220063184

50. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/vernhart/1574355240/