7 myths of social media

7 Deadly Sins of Social MediaPresented for KC/IABC by Justin Goldsborough (@jgoldsborough) Justin Goldsborough justin.goldsborough@fleishman.com Twitter: @jgoldsborough Blog: www.justincaseyouwerewondering.com LinkedIn: http://www.linkedin.com/in/justingoldsborough 816.512.2236

ST. LOUIS PROFILE THE LARGEST FOOTPRINT IN NORTH AMERICA CLIENT SATISFACTION World Headquarters 250+ 93% counselors specializing in say they would public recommend FHrelations, digital, creative and research OUR WORLDWIDE NETWORK INDUSTRY RECOGNITION PRACTICE GROUPS2000+ employees | 80 offices Best Multinational Agency of the Year 20 languages | 28 countries The Holmes Report, 2010 B-to-B Communications Brand Marketing  Consumer Marketing  Word-of-Mouth  Food and COLLABORATIVE CULTURE OMNICOM FAMILY Agribusiness  Social and Digital  Public Relations Crisis Management  Moms  Customer Relationship Management Mobile Research  Retail  Multicultural  Nutrition  90% Media Services National Advertising Agencies Behavioral Change  Internal Global Advertising Brands Communications  Reputation of clients served by Management more than one office Specialty Communications 11

Your brand is……what your customers say it is. Period. -- Me 13

7 Deadly Sins 14

“There’s power in customerconversations, but not if you’re just listening without acting.”— Steve Fuller, L.L. Bean CMO 18

http://www.youtube.com/watch?v=Bpy75q2DDow&feature=player_embedded 23

“Make sure you doing something different at this time next year.”— Betsey Solberg 27

Start with GSOT GOALS Generate leads Generate qualified leads STRATEGIES Leverage owned social media platforms to drive registrations Leverage IRL events as an opportunity to drive registrations OBJECTIVES Generate 1,000 news leads in 2013 Ensure 75% of leads generated are qualified leads TACTICS Launch a photo contest on Facebook that requires participant registration Pitch the contest to mom bloggers and local media 30

“I want to be really good at fewerchannels than mediocre at more.” -- Joe Chernov VP of content marketing at Eloqua 34

Your brand here New Math: 5,000 people who sought out your message are more valuable than 5 million who didn’t. Source: Fleishman-Hillard 39

http://www.youtube.com/watch?v=5YGc4zOqozo 41

http://www.youtube.com/watch?v=s-gvs2Y2368 43

> The majority of social media programs are not designed to generate ROI (in the short-term)Insert image in this > Measure the Impact of social media programs…value attribution is a space secondary issue/concern/challenge > Most attempts to rename the acronym are the result of confusion over Impact and ROI 52 52

Mobile Face-to-face Marketing Conversations Social Personalized Networks Search Blogs Online Communities Direct Mail Rewards Online Display Programs Targeted AdvertisingPersonalization Online Brand Content Print Opt-in E-mail Media Relations Radio Mass TV Awareness Consideration Trial Loyalty Advocacy Relationships Digital Traditional Source: Fleishman-Hillard 59

http://www.youtube.com/watch?v=AoT13m8-Kxo 60

http://www.youtube.com/watch?v=-r8Th9DBGbQ 64

Sales on the rise 14% 65

Conversation Discovery A person issues a social media post about BWW. Is it positive or balanced? Evaluate No Negative “Rager” Post/Response Negative Post Is the chatter a rage, rant, joke or a Yes strong personal opinion? Response Monitor Only Concurrence No Yes Do not respond. Monitor for The post is a positive or neutral relevance as needed. observation, comment or question about “Troll” BWW. Will a response drive additional Is this person dedicated to bashing or engagement? Do we want to respond? degrading BWW? No Fix the Facts No “Misguided” Respond with factual information Are the facts wrong? Yes and / or correct the Let Stand misinformation. Let the comment stand. No No response needed. Yes “Unhappy Consumer” Restore Is this an online review citing isolated complaints about BWW? Yes Address and / or correct the complaint.Positive/NeutralPost Response No FH to provide Share More Info Provide more information about BWW update/recommendation to Final Evaluation BWW real-time for or repost the information to encourage Will you respond? As additional information. alignment, prior to responding appropriate, determine how we will respond and content of response. Yes YesResponse Guidelines* Relevancy Transparency Personalize Timeliness Tone Respond to sites / Disclose BWW No cut & paste Response within 48 Respond in a non- people that influence affiliation responses hours or less aggressive manner BWW target customers *FH to take point on the following steps: 1) Evaluate post for response. 2) Draft & post responses as appropriate. 3) Informing appropriate stakeholders of the post & appropriate next steps. 66 66

Your brand is……what your customers say it is. Period. -- Me 72

Q&A 73

Thank you! Justin Goldsborough justin.goldsborough@fleishman.com Twitter: @jgoldsborough Blog: www.justincaseyouwerewondering.com LinkedIn: http://www.linkedin.com/in/justingolds borough 816.512.2236 74

7 myths of social media

by Justin Goldsborough on Oct 18, 2012

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