Social Media for CEOs

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  • 1. the ceo series:social media06.29.11
  • 2. welcome.
    2
  • 3. 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.
    3
  • 4. agenda
    4
    Innovate Yourself
    Five Foundation Ideas
    Five Essential Capabilities
    Five Basic Tools
    One-on-One Workshops
  • 5. scottgriffith
    5
  • 6. agenda
    Innovate Yourself
    Five Foundation Ideas
    Five Essential Capabilities
    Five Basic Tools
    One-on-One Workshops
    6
  • 7. mike troiano
    7
  • 8. mike troiano
    8
  • 9. social marketing to the uninitiated…
    9
  • 10. 10
    …and to the enlightened.
    “social media is like acocktail party...”
  • 11. promise of social media
    scalable intimacy
    More intimate relationships thanare possible through broadcast media, at sufficient scale toimpact the enterprise.
    11
  • 12. idea #1…
    12
  • 13. good business is personal.
    13
  • 14. representative weiner.
    14
  • 15. but it’s not always bad.
    15
  • 16. idea #2…
    16
  • 17. “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
    17
  • 18. a “brand” is not the stimulus…
    … but the collective emotional response.
    18
  • 19. you are the brand manager of you.
    • A goodwill asset, out there
    • 20. Lives in the hearts and minds of others
    • 21. At least aware of you, top-of-mind
    • 22. Hopefully positively predisposed to you
    • 23. Ideally eager to help you
    19
  • 24. idea #3…
    20
  • 25. 21
    arrive with an empty inbox.
  • 26. 22
  • 27. critical distinction
    23
    vs.
    push
    pull
  • 28. never push. empower to pull.
    • You’ve learned to pause before pushing. Now you need to overcome that learned behavior.
    • 29. You are not pushing your blither at the world.
    • 30. You’re putting your thoughts and impressions someplace where anyone interested in them can get them.
    24
  • 31. don’t be that guy.
    25
  • 32. idea #4…
    26
  • 33. 27
    “Some day, and that day may never come, I would like to call upon you to do a service in return …”
  • 34. serve others, serve yourself.
    • Not karma. Just community.
    • 35. Spend an hour every week.
    • 36. Help. Answer a question.
    • 37. Make an intro. Have coffee.
    • 38. Add value, for someone else.
    28
  • 39. idea #5…
    29
  • 40. 30
    social media is what you make of it.
  • 41. 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 ____.
    31
  • 42. <live demo>
    32
  • 43. 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.
    33
  • 44. so how do youmake it yours?
    34
  • 45. agenda
    Innovate Yourself
    Five Foundation Ideas
    Five Essential Capabilities
    Five Basic Tools
    One-on-One Workshops
    35
  • 46. essential capabilities
    36
    activation
    distribution and conversion
    engagement
    outreach and participation
    creation
    original content development
    curation
    culling third-party content
    listening
    monitor the conversation
  • 47. agenda
    Innovate Yourself
    Five Foundation Ideas
    Five Essential Capabilities
    Five Basic Tools
    One-on-One Workshops
    37
  • 48. easy. accessible. representative.
    38
  • 49. really?
    39
  • 50. really.
    40
  • 51. shareaholic
    41
  • 52. tweetdeck
    42
  • 53. look familiar?
    43
  • 54. twitter for iphone
    44
  • 55. 45
    tumblr
    http://tumblr.com
  • 56. 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.
    46
  • 57. 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.
    47
  • 58. essential capabilities
    48
    activation
    distribution and conversion
    engagement
    outreach and participation
    creation
    original content development
    curation
    culling third-party content
    listening
    monitor the conversation
  • 59. five tools
    Twitter
    TweetDeck
    Shareaholic
    Twitter for [mobile]
    Tumblr
    49
  • 60. social marketing is social
    50
  • 61. agenda
    Innovate Yourself
    Five Foundation Ideas
    Five Essential Capabilities
    Five Basic Tools
    One-on-One Workshops
    51
  • 62. workshops
    group A – Strategic Questions
    groupB – Tactical Help
    groupC – Business Applications
    52
  • 63. 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.
    53