•People are talking about you. Why aren’t you?
•Trusted brands can ask questions and expect answers.
•Enthusiastic fans will market for you.
Learning to Listen
• How to find conversations about your brand
• The difference between monitoring and measurement
• How to participate/respond meaningfully
• How to mine information for the company good
• How to apply audience intelligence across the
What Am I Looking For?
▪Mentions (Positive & Negative)
▪Number of conversations/mentions
▪Sentiment & Tone
▪Influencers (Comments, Subscribers, Audience)
Monitoring vs. Measurement
Watching and/or listening to conversations in order to
determine course of action
Quantifying or qualifying conversations to establish success,
failure or comparison
Respond rapidly (bad and good)
Saying “I don’t know” is good, so long as you find out and respond
Let social settings be your guide
Provide Value = Earn Credibility + Consistency Over Time
= Earned Trust
Earned Trust = Influence
Mining for Information
How To Get There
Earn credibility and trust
Ask for permission
Don’t be a broken record
Say “Please,” “I’m Sorry,” and “Thank You.”
Mining for Information
Input On New Products
Idea Gathering For New Products/Improvements
Gather Responses To Policy Changes or Positions
Gauge Reactions To Company Decisions Before
Learn to trust your consumers
Gather learnings then do something with them
Champion the consumer up the ladder
Empower employees to utilize social media
Make everyone responsible for company reputation
Start by listening and participating internally
It Gets Better With Participation
•Content is king for a reason.
•Providing relevant content energizes your fans.
•Energetic fans will market for you.
•A regularly updated website with content
organized in reverse chronological order
•A contraction of the term “web log”
Pew Internet & American Life Project http://www.pewinternet.org/PPF/r/130/press_release.asp
Benefits of blogging
Blogs allow you to tell yourstories
Blogs give your organization a human voice
Blogs open up a clear line of communication between you
and your supporters (and potential supporters)
They allow you to build more direct relationships
Blogs are easy
Blogs are search engine friendly
Image by Will Lion http://flickr.com/photos/will-lion/3131228673/
How to: start blogging
How to: fail at blogging
• Don’t be open, transparent and authentic
• Give blogging responsibilities to people who aren’t
passionate about your organization and your work
• Don’t trust your staff to represent the organization on the
• Don’t allow comments or don’t pay attention to the
comments that you get
• Regurgitate press releases instead of writing interesting
and useful content
• Forget to feed and nurture your blog
• Know what you want & what you don’t want so you can
be clear in your hopes and expectations for commenters
• Ask for what you want and reward folks who give it to you
• Power to the people (or down with legalese)
• Moderation is your friend
• Having a sense of humor never hurts
• Why are we participating?
• What’s the tone we want to convey?
• Would I say this standing in the middle
of a packed Freedom Hall?
• Organization participation and personal
participation (ask nicely)
• Be useful
• Be informative
• Be interesting
• How to identify relevant blogs
• How to differentiate between them
• How outreach is different (and the same)
• Why outreach isn’t enough
Finding The Right Blogs
•Google Blog Search (blogsearch.google.com)
•Old Fashioned Google Search (www.google.com)
•Look At Blogrolls Of Those You Find
Good Blogger Outreach
Subject header: “Opening myself up to your pointed criticism!”
I’m the social media guy for Beam Global and long-time admirer. We’ve just launched a campaign (hoping
to soon call it a “movement” though now that I think about that, I need a thesaurus) that I’d love your
feedback on if you can spare a moment or two. Figured since you’re a marketing big shot who gets
Web 2.0, it might raise your eyebrows.
Jim Beam is spending its budget this year marketing people who exhibit the brand persona, not the brand
itself. (Bear with me, dude. It’ll make sense in a sec.) We’ve found an initial group of people who
exhibit true character, integrity, perseverance through struggle, etc., (The Stuff Inside) and we’re
marketing them — helping them because it’s the right thing to do. We’re walking the talk. One such
subject is even a comedy troupe you might enjoy called Summer of Tears. Good videos.
Social Media Release: http://www.thestuffinside.com/socialmediarelease/
I developed the social media strategies. Beam’s being kinda brave changing the way they market
themselves. I’d just love to get your feedback on it all.
Thanks for the time, man.
Good Blogger Outreach
Five shiny stars for this pitch from Jason. Let’s review what makes it work:
Personalized- says he’s long-time fan (and how can I disprove that, right?)
His subject header is brilliant: “Opening myself up to your pointed criticism.”
That makes me feel like he wants my critique not my gratuitous plug. Big
difference. Totally caught my attention, and I scan e-mail at best.
Low key. Jokes. Calls me “marketing big shot.”
Sounds like an e-mail. Not a press release. Uses words like “thanks for the
Learn from this, dear PR people. Especially you 1.0 PR people that are still
sending bloggers press releases. That is so 2002.
Bloggers Are No Different Than Media
The Problem Is We’ve Been Treating Media Wrong
Technology Has Lulled Our Industry Into Laziness
Bloggers React The Way Media Should Have
(All Jason’s Opinion)
It’s More Than
Focus On The Relationship NOT The Release
Stop Using Blasts And BCCs
Aim For Quality Not Quantity
The Old Culling & Editing Lists Is Now Participating
Comment when compelled
Interact on social networks
•Understand Each Has Its Own Social Norms
•Participation And Providing Value Are Key
•Know Which Ones Make Sense For Your Brand
Why It’s Hot
Facebook vs. MySpace
How Marketing There Differs
Does It Makes Sense
52.5% are 35+
10.5 MM Men, 35-54 on Facebook
26.4% of all users are women, 35-64
30.2% of all users make $100K or more
87.3% white; 9% black; 1.5% Asian; 2.2 other
Is your audience there?
52.6% are 25-54
14 MM are 45-64 (20%)
25.2% of all users are men, 25-54
27.5% of all users are women, 25-54
82% white; 12% black; 1.3% Asian; 2.4 other
Is your audience there?
The Future Is
•Engaged customers are your best R&D.
•Being a partner is better than being a supplier.
•Collaborative partners will market for you.
•Listening – Employees want a voice and to be heard
•Participating – Providing them with access, information and
empowering them to share breeds loyalty
•Collaborating – Embracing employees as stakeholders and
collaborators is a proven business model
Social Media Club
Photo by Aaron Marshall
SMCLouisville.org | email@example.com
Michelle Jones | OnAPathMedia.com | firstname.lastname@example.org |@michellej
David Finch| DavidSFinch.com | email@example.com | @davidfinch
Brendan Jackson | cre8.com | firstname.lastname@example.org | @jackbr4
Jason Falls | SocialMediaExplorer.com| email@example.com | @jasonfalls
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