Social Media for CEOs

the ceo series:social media06.29.11

welcome.
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Holland-Mark is a strategic marketing consultancy focused on helping client brands uncover the truth and become imperative through better products,more effective messaging, and more intimate customer relationships.
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agenda
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Innovate Yourself
Five Foundation Ideas
Five Essential Capabilities
Five Basic Tools
One-on-One Workshops

scottgriffith
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agenda
Innovate Yourself
Five Basic Tools
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mike troiano
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mike troiano
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social marketing to the uninitiated…
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…and to the enlightened.
“social media is like acocktail party...”

promise of social media
scalable intimacy
More intimate relationships thanare possible through broadcast media, at sufficient scale toimpact the enterprise.
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idea #1…
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good business is personal.
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representative weiner.
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but it’s not always bad.
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idea #2…
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“If all of Coke’s plants were burned to the ground, if every one of its employees were to quit, if all of its retail distribution was lost to competitors, if every single remaining tangible asset was sold, the person who owned the rights to the Coke name and trademark could go to any bank in the world … and borrow money to completely rebuild the company.”
Brand Aid
Brad VanAuken
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a “brand” is not the stimulus…
… but the collective emotional response.
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you are the brand manager of you.
A goodwill asset, out there
Lives in the hearts and minds of others
At least aware of you, top-of-mind
Hopefully positively predisposed to you
Ideally eager to help you
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idea #3…
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arrive with an empty inbox.

critical distinction
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vs.
push
pull

never push. empower to pull.
You’ve learned to pause before pushing. Now you need to overcome that learned behavior.
You are not pushing your blither at the world.
You’re putting your thoughts and impressions someplace where anyone interested in them can get them.
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don’t be that guy.
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idea #4…
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“Some day, and that day may never come, I would like to call upon you to do a service in return …”

serve others, serve yourself.
Not karma. Just community.
Spend an hour every week.
Help. Answer a question.
Make an intro. Have coffee.
Add value, for someone else.
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idea #5…
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social media is what you make of it.

fill in the blanks…
My company is ____.
My top competitors are ____________.
My top news source is ____.
I often enjoy ____________.
A personal interest of mine is ____.
I’d like to be smarter about ____.
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<live demo>
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five ideas
Good business is personal.
You are the brand manager of you.
Never push. Empower to pull.
Serve others, serve yourself.
Social media is what you make of it.
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so how do youmake it yours?
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agenda
Innovate Yourself
Five Basic Tools
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essential capabilities
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activation
distribution and conversion
engagement
outreach and participation
creation
original content development
curation
culling third-party content
listening
monitor the conversation

agenda
Innovate Yourself
Five Basic Tools
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easy. accessible. representative.
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really?
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really.
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shareaholic
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tweetdeck
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look familiar?
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twitter for iphone
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tumblr
http://tumblr.com

enterprise social marketing
Decidewho you’re talking to.
Listento learn how you can contribute.
Delivercontent that does so.
Builda relationship over time.
Askfor what you want.
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five ideas
Good business is personal.
You are the brand manager of you.
Never push. Empower to pull.
Serve others, serve yourself.
Social media is what you make of it.
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essential capabilities
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activation
distribution and conversion
engagement
outreach and participation
creation
original content development
curation
culling third-party content
listening
monitor the conversation

five tools
Twitter
TweetDeck
Shareaholic
Twitter for [mobile]
Tumblr
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social marketing is social
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agenda
Innovate Yourself
Five Basic Tools
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workshops
group A – Strategic Questions
groupB – Tactical Help
groupC – Business Applications
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Holland-Mark is a strategic marketing consultancy focused on helping client brands uncover the truth and become imperative through better products,more effective messaging, and more intimate customer relationships.
thank you.
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Social Media for CEOs

by Michael Troiano on Jul 06, 2011

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Social Media for CEOs — Presentation Transcript