Successful Social Media
      Best Practices


      Joel Warady
           Principal
      Joel Warady Group

       19 M...
It’s Tough Out There!

   New Marketing & Communicating
             Demands
        More Than New Ideas

It Demands a Rei...
“Human Beings are
Powered by Emotion, Not
by Reason”  ♥
How does this change
the way you market your
corporate brand?
    ...
“Trademarks are owned by
    companies who create
           them.”

“Lovemarks are owned by the
   people who love them.”...
“The essential difference
between emotion and reason is
 that emotion leads to action,
     while reason leads to
  conclu...
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!
                                                       ...
Give Your Community
 Reasons to Like You
          “They Like Me,
          They Really Like
          Me!!!”




        ...
Listen to the Conversations




                              11
Engage the Community




                       12
Engage with Fans




                   13
Give Them Options




                    14
Let Them Talk




                15
16
Provide Quick Responses




                          17
18
19
Age                   % of Users
•   108 million users a month (February,        15 - 24               29%
    2010)
     ...
21
     21
Compelling Content




                     22
•   Social networking site that combines texting and          Gender            % of Users
    blogging called microbloggi...
Set the Proper Tone




Content
  Conversation
    Correspondence

                               24
Look Your Very Best




                      25
26
27
Help Them Find Their
  Way Back Home




                       28
29
30
31
•   Over 60 million registered users and
    almost 11.7 million visits to the site per      Age             % of User
   ...
Viral Brand Awareness
• You Don’t Own Your Brand
   – They own your brand
• Who are they???
   –   Customers
   –   Users
...
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 informat...
37
Corporate Blog
• Provides steady stream of anticipated new content to
  your target audience
• Creates an interactive, liv...
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...
Thank you!

    Questions:
 joel@joelwarady.com

You can also find me on:
 Facebook – joelwarady
 LinkedIn – joelwarady
 T...
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Joel Warady Social Media Club Amsterdam Presentation 19 May 2010

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Presentation given 19 May 2010 during Social Media Club Amsterdam

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Joel Warady Social Media Club Amsterdam Presentation 19 May 2010

  1. 1. Successful Social Media Best Practices Joel Warady Principal Joel Warady Group 19 May, 2010 1
  2. 2. It’s Tough Out There! New Marketing & Communicating Demands More Than New Ideas It Demands a Reinvention of the Entire Organization 2
  3. 3. “Human Beings are Powered by Emotion, Not by Reason” ♥ How does this change the way you market your corporate brand? 3
  4. 4. “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
  5. 5. “The essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusions.”—Donald Calne, neurologist 5
  6. 6. Social Media 6
  7. 7. Make Your Ears as Large as Possible 7
  8. 8. Don’t Close Your Ears Because You Don’t Like What You Hear 8
  9. 9. 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
  10. 10. Give Your Community Reasons to Like You “They Like Me, They Really Like Me!!!” 10
  11. 11. Listen to the Conversations 11
  12. 12. Engage the Community 12
  13. 13. Engage with Fans 13
  14. 14. Give Them Options 14
  15. 15. Let Them Talk 15
  16. 16. 16
  17. 17. Provide Quick Responses 17
  18. 18. 18
  19. 19. 19
  20. 20. 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
  21. 21. 21 21
  22. 22. Compelling Content 22
  23. 23. • 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
  24. 24. Set the Proper Tone Content Conversation Correspondence 24
  25. 25. Look Your Very Best 25
  26. 26. 26
  27. 27. 27
  28. 28. Help Them Find Their Way Back Home 28
  29. 29. 29
  30. 30. 30
  31. 31. 31
  32. 32. • 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
  33. 33. 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
  34. 34. Build Relationships Blog For Us! We’ll make it worth your while. 34
  35. 35. Build Relationships 35
  36. 36. 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
  37. 37. 37
  38. 38. 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
  39. 39. Integrate Online & Offline 39
  40. 40. Integrate Offline and Online 40
  41. 41. Integrate Online and Offline 41
  42. 42. The Way We Connect is Changing 42
  43. 43. The Way We Connect is Changing… Really Fast! 43
  44. 44. 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
  45. 45. Thank you! Questions: joel@joelwarady.com You can also find me on: Facebook – joelwarady LinkedIn – joelwarady Twitter - @joelwarady 45

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