Joel Warady Social Media Club Amsterdam Presentation 19 May 2010

Successful Social Media Best Practices Joel Warady Principal Joel Warady Group 19 May, 2010 1

It’s Tough Out There! New Marketing & Communicating Demands More Than New Ideas It Demands a Reinvention of the Entire Organization 2

“Human Beings are Powered by Emotion, Not by Reason” ♥ How does this change the way you market your corporate brand? 3

“Trademarks are owned by companies who create them.” “Lovemarks are owned by the people who love them.” —Lovemarks: The Future Beyond Brands, Kevin Roberts 4

“The essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusions.”—Donald Calne, neurologist 5

Social Media 6

Make Your Ears as Large as Possible 7

Don’t Close Your Ears Because You Don’t Like What You Hear 8

test Fas ng! Growi • #1 social networking site on the web • More than 400 million active users Age % of Users worldwide in April, 2010 18 - 24 29.22% • Over 125 million users in U.S. alone 25 - 34 24.70% • Average user spends at least 55 35 - 44 20.10% minutes on Facebook per day 45 - 54 16.97% • Companies can create Business Pages 55+ 9.01% in which customers or future customers can become fans (now Gender % of Users “likes”) and interact with your page by Male 45% leaving comments, posting pictures, Female 55% sharing comments 9 Courtesy of Quantcast.com

Give Your Community Reasons to Like You “They Like Me, They Really Like Me!!!” 10

Listen to the Conversations 11

Engage the Community 12

Engage with Fans 13

Give Them Options 14

Let Them Talk 15

Provide Quick Responses 17

Age % of Users • 108 million users a month (February, 15 - 24 29% 2010) 25 - 34 27% • Over 1 billion views per day (February, 2010) 35 - 44 25% • 75% of Americans watched an online 45 - 54 15% video last month 55+ 4% • Companies can link to their consumers Gender % of Users very personally and provide short, compelling videos, introducing Male 49% themselves, products, events, etc. Female 51% • The reach is considerable when videos spread virally through email, websites, other media platforms 20 Courtesy of Quantcast.com

Compelling Content 22

• Social networking site that combines texting and Gender % of Users blogging called microblogging Male 48% • 75 million Twitter members Attracting 180 million Female 52% visitors per month • Twitter can be used to provide short messages about trends from trade shows being attended, announcing new availability, announcing events, or involving consumers in NPD 23 Courtesy of Quantcast.com

Set the Proper Tone Content Conversation Correspondence 24

Look Your Very Best 25

Help Them Find Their Way Back Home 28

• Over 60 million registered users and almost 11.7 million visits to the site per Age % of User month 3-11 0% • A virtual business card rolodex. With all of your contacts on one page you can 12-17 0% connect with past, present, and future clients and suppliers very easily 18-34 37% • Is unmatched with any other social 35-49 43% networking site in connecting businesses or professionals to one another 50+ 20% • More than 75% of users are college educated Gender % of Users • LinkedIn can be utilized for referrals or to Male 48% build creditability Female 52% 32 Courtesy of Quantcast.com

Viral Brand Awareness • You Don’t Own Your Brand – They own your brand • Who are they??? – Customers – Users – Lovers – Haters – Competitors – The People of Earth 33

Build Relationships Blog For Us! We’ll make it worth your while. 34

Build Relationships 35

Blogs and Your Brand • 81% of online searchers read blogs – 53% read them weekly – 70% of the 53% pass the information on to others • Should you write your own Blog – Okay if you are transparent – Absolutely not acceptable if through subterfuge – Wal-Marting Across America 36

Corporate Blog • Provides steady stream of anticipated new content to your target audience • Creates an interactive, live personality to the company, not just a static corporate feel • Enables the content to be picked up by blog feeds and consumers, it heightens awareness of the company • Creates transparency • Builds relationships • Easily incorporated into other platforms 38

Integrate Online & Offline 39

Integrate Offline and Online 40

Integrate Online and Offline 41

The Way We Connect is Changing 42

The Way We Connect is Changing… Really Fast! 43

Marketing Without Marketing: A Brand Hijack Manifesto Let go of the fallacy that your brand belongs to you. It belongs to the market. Co-create your brand by collaborating with your customers. Scrap the focus groups, fire the cool chasers, and hire your audience. Facilitate your most influential and passionate customers in translating your brand’s message to a broader audience. Be patient. Your brand initiative could take years – or weeks – to take off. Be flexible. Carefully plan every step, but be totally open to having the story rewritten along the way. Lose control. Free yourself to seize sudden opportunities that only last for moments. Resist the paranoid urge for consistency. Embrace the value of being surprising and imperfect. Respect your community. Draw the line between promotion and the ad-busting trinity of manipulation, intrusion, and co-option. Let the market hijack your brand. 44

Thank you! Questions: joel@joelwarady.com You can also find me on: Facebook – joelwarady LinkedIn – joelwarady Twitter - @joelwarady 45

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Joel Warady Social Media Club Amsterdam Presentation 19 May 2010

by Joel Warady on May 24, 2010

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Joel Warady Social Media Club Amsterdam Presentation 19 May 2010 — Presentation Transcript