Brown Bag Social Media
THE
Lunch and Learn Series
November 2008
SocialMedia404.com

Hello! My Name Is….

Lunch & Learn: SM To Go
What is it?
Why should you (or your clients) care?
How it’s being used => for profit, not for profit
Impacts for Public Relations & Communications
How to get there

Some (Brief) History
“We’ll need to rethink a few things…”
The Machine Is Using Us
Jan 2007
http://www.youtube.com/user/mwesch

“Social Media is game changing.
… it's shifting the power to define and control a brand from the traditional
institution to the individual or community.
… the ownership of all brands is gradually becoming the domain of the user. “
www.Radian6.com/cms/social_media
flickr.com/photos/tonypeters

Internet Reach
internetworldstats.com

Social Media General Trends
+25%
+15%
+5%
+50%
+30%
+30%
+30%
www.universalmccann.com

Fortune 500 Trends
University of Massachusetts Dartmouth Center for Marketing Research

It’s not about technology…
flickr.com/photos/crystalflickr

Implementation still growing
(e.g: widgets,
measuring, ..)
another dimension -
“use” strategies
(e.g: cross-posting,
status donation, …
flickr.com/photos/briansolis

it’s about
interaction.
flickr.com/photos/polandeze

wordle.net

but many…
…are afraid of change.
flickr.com/photos/pictureperfectpose

Organizations: Making The Leap
“Crossing the Chasm:
Marketing and Selling High-Tech
Products to Mainstream Customers”
start small => business case & pilot

People: once they have crossed
Forrester’s
“ecosystem”
Creators = publishers
Critics = commenter's
Collectors = organizers
Joiners = networkers
Spectators = read & watch
Inactives = no use for SM
forrester.com/Groundswell/profile_tool.html

Social Media Is Everywhere
 Healthcare
 Education
 Natural Resources
 Non-profits
 Hobbies & Special Interest
 Business
 Government
 Arts & Culture
 Environmental

non-profit
Social Media
flickr.com/photos/shawnzlea

Why?
Advocacy
Awareness
Fundraising
Inspiring action
Influencing change

Non-Profit: Key Places To Begin
nten.org wearemedia.org
beth.typepad.com

Social Media
for business
flickr.com/photos/pagedooley

Why?
Marketing PR/Communications
Finance Sales
Customer Service & Product Management
Relations
Collaboration &
Recruitment and
Retention Tele-working

Strategy

For-Profit: Key Places To Begin
A List of Social Media Marketing Examples
beingpeterkim.com/2008/09/ive-been-thinki.html
26 Free Social Media Tracking Tools
marketingpilgrim.com/2007/08/26-free-tools-for-buzz-monitoring.html
Everything You Need To Know
socialmedia404.com/?page_id=256

All content must now be
created and packaged
in small pieces for easy
mixing, sharing, consuming.
flickr.com/photos/markhillary

flickr.com/photos/dantaylor

Your Strategies
Go with the flow
Ease into it; start doing it
Think about (micro) replication
Think about new interactions
Think person first, institution second

Your Tactics
pr-squared.com

OASIS
Social Media 404’s OASIS: Obtaining ROI
Objectives – determine what you want to achieve first.
Audience – profile your audience.
Strategy – pick a path that fits.
Implementation – select the technologies.
Sustainment – nurture. measure. adjust.
flickr.com/photos/batega

Listening
How To Measure: Listening
my blog, forum, other blog(s), forum(s),
external presence external presence(s)
Aggregation,
Interpretation,
Adjustment
“attention, “authority,
participation” influence”*
*beingpeterkim.com/2008/09/a-framework-for.html

“My”
World

Traffic Source
Information now travels...
… at the speed of Twitter.

“My” Universe

and finally…
flickr.com/photos/Jsome1

5 Things You Can Do
1. Sign up for Twitter => follow & listen
2. Sign up for Seesmic => see how video
conversations work
3. Sign up for LinkedIn => join a group
4. Set up some Google Alerts (you, your clients)
5. Mock up a Social Media Release

there remains
much
to
discuss…
flickr.com/photos/ -bast-

Conversation
SocialMedia404.com
twemes.com/SM404