SOCIAL MEDIA IS A WASTEOF MONEYBRIAN CROSSMANAGING PARTNER & DIRECTOR OF ROCKET SCIENCEELASTICITYPRESIDENT AND CEOFUND ST....
SOCIAL MEDIA IS A WASTE oOF MONEY t doesn’t have t      But i     beBRIAN CROSSMANAGING PARTNER & DIRECTOR OF ROCKET SCIEN...
THERE IS NO MORE  SOCIAL MEDIA
SOCIAL MEDIA   =
AGENDA:1. THE “THANK YOU” ECONOMY(OR MANNERS MARKETING)2. OPERATIONALCONSIDERATIONS FORNONPROFITS3. DON’T WASTE YOUR MONEY...
POSITION YOURSELFWITHIN YOUR ISSUE
THE AVERAGE PERSON ISEXPOSED TO OVER 3,000 MARKETING MESSAGES  PER DAY
“Only14%of people trustadvertisements.                  “                  78%of people                  trust the        ...
THE NEW MATH•  Old: Message 5,000,000 to possibly reach 500!•  New: Personally reach 500 who influence 5,000 who influence  ...
130               FRIENDS                 300               FOLLOW EVERYONE  REACHES7,740 PEOPLE
SOCIAL MEDIA    IS THERE-INVENTION    OF THESMALL TOWN
1. BE INTERESTING   2.   MAKE IT EASY   3.   MAKE PEOPLE          HAPPY3 RULES OF WORD OF MOUTH
WOM CHECKLIST: 4 ELEMENTS              1.TALKERS              2.MESSAGE              3.TOOLS              4.MEASUREMENT
PEOPLE TALK ABOUT YOU WHENIT BENEFITS THEM
THEY’LL TALK ABOUT YOU IF                       It makes them look smart                       It enables them to help oth...
CONTENT MARKETING•   Creative: it’s a 24-hour content cycle.    You’d better have something to break    through the noise ...
HUMANIZE YOUR ORGANIZATION
CREATE A PERSONA...NOT A PROPOSITION
FOCUS ON HOW TO ‘BE’ SOCIALNOT ON HOW TO ‘DO’ SOCIAL.
BEING    HUMANHUMAN    INTEREST
ACTIVATE YOUR NETWORK.KNOW WHEN TO “DO THE ASK.”
STAFFING YOUR EFFORTS
MEASUREMENT
BEFORE DECLARING ROI - DEFINE THE “R”                       :2"6#4249% ;,<249% 84#$92=249%>-33+$149%8.?$(249%        !"#$%...
DOThink about engagement - NOT size          Activate your fans            Be Committed      Keep things professional     ...
Be infrequent in your engagement          Go by “gut” feel Make use it as a broadcast channel              Be cool Be the ...
OPTIMIZE YOUR EFFORTS90% OF SOCIAL MEDIA IS NEVER SEEN
TRIANGULATE FOR KINETIC POTENTIAL                 SEARCH   SOCIAL                    PR
PROVIDE VALUE(BEHIND EVERY B2B IS A “C”)
BEFORE YOU GO• Allow your audience to help you  shape your brand• Build a sense of community• Traditional and Social media...
MANAGING PARTNER &        DIRECTOR OF ROCKET SCIENCEBRIAN   ELASTICITYCROSS   brian@goelastic.com        314.292.9680     ...
Social Media is a waste of money?
Social Media is a waste of money?
Social Media is a waste of money?
Social Media is a waste of money?
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Social Media is a waste of money?

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May 9, 2011

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Social Media is a waste of money?

  1. 1. SOCIAL MEDIA IS A WASTEOF MONEYBRIAN CROSSMANAGING PARTNER & DIRECTOR OF ROCKET SCIENCEELASTICITYPRESIDENT AND CEOFUND ST. LOUIS
  2. 2. SOCIAL MEDIA IS A WASTE oOF MONEY t doesn’t have t But i beBRIAN CROSSMANAGING PARTNER & DIRECTOR OF ROCKET SCIENCEELASTICITYPRESIDENT AND CEOFUND ST. LOUIS
  3. 3. THERE IS NO MORE SOCIAL MEDIA
  4. 4. SOCIAL MEDIA =
  5. 5. AGENDA:1. THE “THANK YOU” ECONOMY(OR MANNERS MARKETING)2. OPERATIONALCONSIDERATIONS FORNONPROFITS3. DON’T WASTE YOUR MONEYON SOCIAL MEDIA - OPTIMIZINGTO REACH THE OTHER 90%
  6. 6. POSITION YOURSELFWITHIN YOUR ISSUE
  7. 7. THE AVERAGE PERSON ISEXPOSED TO OVER 3,000 MARKETING MESSAGES PER DAY
  8. 8. “Only14%of people trustadvertisements. “ 78%of people trust the recommendations of peers.
  9. 9. THE NEW MATH•  Old: Message 5,000,000 to possibly reach 500!•  New: Personally reach 500 who influence 5,000 who influence 20,000 who influence 200,000! +,-*.$/01*** 23444*5,)56,*-0)*-$%/* /)*0,$"*7)8"*9,::$#,*$",* 9)",*;$68$<6,*/0$%** !"#$%&$()%** 2*9&66&)%*-0)*=)%>/?**
  10. 10. 130 FRIENDS 300 FOLLOW EVERYONE REACHES7,740 PEOPLE
  11. 11. SOCIAL MEDIA IS THERE-INVENTION OF THESMALL TOWN
  12. 12. 1. BE INTERESTING 2. MAKE IT EASY 3. MAKE PEOPLE HAPPY3 RULES OF WORD OF MOUTH
  13. 13. WOM CHECKLIST: 4 ELEMENTS 1.TALKERS 2.MESSAGE 3.TOOLS 4.MEASUREMENT
  14. 14. PEOPLE TALK ABOUT YOU WHENIT BENEFITS THEM
  15. 15. THEY’LL TALK ABOUT YOU IF It makes them look smart It enables them to help others It allows them to feel important It enables connection to a group
  16. 16. CONTENT MARKETING• Creative: it’s a 24-hour content cycle. You’d better have something to break through the noise of the conversation.• Brand Building: Content and conversation defines a brand more than a new logo or a press release• Engaging: Inspire feedback. This is not a copywriting assignment.• Relevance is Redefined: To create conversation, simple, random and banal may be a brand’s best bets.
  17. 17. HUMANIZE YOUR ORGANIZATION
  18. 18. CREATE A PERSONA...NOT A PROPOSITION
  19. 19. FOCUS ON HOW TO ‘BE’ SOCIALNOT ON HOW TO ‘DO’ SOCIAL.
  20. 20. BEING HUMANHUMAN INTEREST
  21. 21. ACTIVATE YOUR NETWORK.KNOW WHEN TO “DO THE ASK.”
  22. 22. STAFFING YOUR EFFORTS
  23. 23. MEASUREMENT
  24. 24. BEFORE DECLARING ROI - DEFINE THE “R” :2"6#4249% ;,<249% 84#$92=249%>-33+$149%8.?$(249% !"#$%&#()! !"#$%&#()! *+,-.#%+/% 0$1(231+4! 5-,267%+/% 0$1(231+4! *+,-.#%+/%84#$97! 5-,267%+/%84#$97!
  25. 25. DOThink about engagement - NOT size Activate your fans Be Committed Keep things professional Have a strategy Resist the temptation to sell Stick to what you know
  26. 26. Be infrequent in your engagement Go by “gut” feel Make use it as a broadcast channel Be cool Be the smartest person in the room Forget the permanence of searchDON’T
  27. 27. OPTIMIZE YOUR EFFORTS90% OF SOCIAL MEDIA IS NEVER SEEN
  28. 28. TRIANGULATE FOR KINETIC POTENTIAL SEARCH SOCIAL PR
  29. 29. PROVIDE VALUE(BEHIND EVERY B2B IS A “C”)
  30. 30. BEFORE YOU GO• Allow your audience to help you shape your brand• Build a sense of community• Traditional and Social media can play ping-pong• Content is the new branding• “Pull” don’t “Push”• If you’re small, play like you’re big.• If you’re big, play like you’re small.
  31. 31. MANAGING PARTNER & DIRECTOR OF ROCKET SCIENCEBRIAN ELASTICITYCROSS brian@goelastic.com 314.292.9680 www.elasticthought.com www.facebook.com/briancross www.twitter.com/vanceopel PRESIDENT AND CEO FUND ST. LOUIS brian@fundstlouis.org 800.385.6419 www.fundstlouis.org www.facebook.com/fundstl www.twitter.com/fundstl
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