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This is a presentation given at the Business Council of New York State's Annual Meeting at the Sagamore Hotel by Social Media Strategist Matt Hames.

This is a presentation given at the Business Council of New York State's Annual Meeting at the Sagamore Hotel by Social Media Strategist Matt Hames.

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  • Full page ad in the Wall Street Journal for Domtar
  • Consider the website
  • Talk about Domtar
  • Facebook google argument
  • The good news is, we can take a little control over the brand. This is a community page,
  • It’s a networking tool not based on geography.
  • People create profiles in LinkedIn. They refer each other, answer questions, join groups.
  • Networks that aren’t based on georgraphy
  • A place ot share smarts
  • From those profiles, LinkedIn creates a picture of the company.
  • 1,800 people.
  • Fro a brand, it’s a way to show off content.
  • This is the thing of the future.
  • This is Ning. The url is EMA-rubbermaid.com. It’s an invitation only social network that we can customize in any way we want.
  • It’s completely secure. Unless you get invited, you can’t get in.
  • This is Ning. The url is EMA-rubbermaid.com. It’s an invitation only social network that we can customize in any way we want.
  • – for example, by amplifying earned media coverage in mainstream media, or by reinforcing messaging in their newsletters or on their websites. (This is probably what I’ll talk about: Using social media to promote ideas, issues, and specific bits of legislation.)
  • Start with the knowledge. Start with what you’ll say in that room. Call it a podcast, a blog, a Ning social network, a vlog, social media pressroom Start with the ideas, insights, answers, processes, then pick the tactics that deliver.
  • NOT AN ONLINE BROCHURE! No person in our room wants to be handed a brochure. This is how to visualize those people, and those rooms.
  • NOT AN ONLINE BROCHURE! No person in our room wants to be handed a brochure. This is how to visualize those people, and those rooms.
  • Learner, shopper, buyer

Transcript

  • 1. Web 2.0 in 2011
  • 2.  
  • 3.  
  • 4.
    • What is a social network, and how they are different
    • Some examples of social media tools
    • The shift – ie, what now?
  • 5. What is a social network?
  • 6.
    • For an individual, the value is in the community
    • For a brand, the value is in harnessing the community
  • 7. Social Networks
  • 8.
    • Social media is about a change in behavior
    • A convergence, where online stopped being about ‘websites’ and started being about experiences
  • 9.
    • “ Social media is having the disruptive impact that TV did. But on an accelerated timeline.” – Eric Mower
  • 10. TRADITIONAL MEDIA SOCIAL MEDIA One way, brand speaking Two way / a conversation Focused on the brand Focused on the consumer Brand in control Consumer in control Repeating the message Adapting the message Entertaining Involving Brand created content User created content / Co-creation Space defined by Media Owner Space defined by Consumer
  • 11. Who has time for all this?
    • 2 nd Law of Social Networking
  • 12. Why EMA
    • Before we show off the tactics, people like to share.
    • So we’re not in control.
    • Of the brand, the message, of the consumer
    • As social media experts, we understand that we’re not in control. But we understand how to use tools to get a little control back.
  • 13.  
  • 14.  
  • 15.  
  • 16.
    • http://www.mower.com/crisisready
    • Crisis ready EMA Microsite
  • 17. The tactics
  • 18.  
  • 19.
    • Facebook has over 500 million members
    • 50% of all Canadians have a profile!
    Source: http://www.facebook.com/press/info.php?statistics
  • 20.
    • Connecting people I already know.
  • 21.
    • Facebook is after shoppers through the social graph.
  • 22.  
  • 23.  
  • 24.  
  • 25.  
  • 26.  
  • 27. Who is on Facebook?
  • 28.  
  • 29.  
  • 30.  
  • 31.  
  • 32.  
  • 33.  
  • 34.  
  • 35.  
  • 36.  
  • 37.  
  • 38.  
  • 39.  
  • 40.
    • There are a lot of brands that are part of the everyday life of people.
  • 41.  
  • 42.
    • When used right, Twitter can be a goldmine of insights.
  • 43.  
  • 44.
    • Twitter will be the place where you first hear of a crisis.
  • 45.  
  • 46.
    • Social bookmarking is the solution to never having to e-mail a link home.
    • It’s also a way to prove smarts.
  • 47.  
  • 48.  
  • 49.
    • A continuously updated what’s new section of the website
  • 50.  
  • 51.
    • YouTube has a vibrant community
  • 52.  
  • 53.
    • YouTube is the second most used search engine
  • 54.  
  • 55.  
  • 56. Location based social networks
  • 57.
    • Yelp, FourSquare, Gowalla, and a myriad of other tools are local mobile search engines.
    • Users "check-in" at venues, get rewards.
    • We’re giving people free stuff at client locations.
  • 58.  
  • 59.  
  • 60.  
  • 61.  
  • 62.  
  • 63.
    • A secure social network for $20 a month
  • 64. The shift
  • 65.
    • Understand customers better
    • Whoever they might be.
  • 66.
    • I just showed you a bunch of tactics.
    • Here’s how those things could work together.
  • 67.  
  • 68.
    • That’s a digital presence not a website.
    • It’s digital real-estate that you have some control over, where people can talk back.
  • 69.
    • These places need content.
    • And they need content for different parts of the journey.
  • 70.  
  • 71.
    • So develop a digital strategy whereby your website works with other digital assets.
    • Create shareable content (or share content).
    • And move people from learner to shopper to buyer.