Social Media is dead! Long live Social Media!

SOCIAL MEDIA IS DEAD!LONG LIVE SOCIAL MEDIA! ERIC WEAVER • ANT’S EYE VIEW • #SMWVAN

“BUT… WE LOVE SOCIAL MEDIA!” •! Connecting and keeping up with friends •! Expressing ourselves creatively (and getting feedback) •! Meeting people with shared connections we’d never normally meet •! Talking in shared interest groups •! Stalking old boy/ girlfriends •! Getting an “aww”/+1/Like for photos of our dog.

BUT…CAN YOU FEEL IT? !"#$%"!%&()*+(,-.(/-..0(1/( 2*0.3()*+(,-.(4*05.6/78*0(-7/( ,960.:(41649;763( •! We’ve built sites for every media imaginable. •! We’ve created communities for everything. •! We’ve joined communities for everything. •! We’ve tweeted about everything. •! We’ve poked everyone. •! We’ve tried to incent “viral” chatter about our products.

!"#$%"!%&(<*+=(,-./.( 76.(>2-802(+*6:/=(70:(,-.( ;7/,(8?.(#(/@*A.(10(“IF SOCIAL !704*95.6=(*0.(;*47;(/*417;( ?.:17(/4.0./,.6(@9B;14;C( /71:(MEDIA IS DEAD,IT’S BECAUSEGUYS LIKE YOUKILLED IT.”

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NUTSHELLWe’re emotion-based, time-starved creatures, built forsocial interaction.

!"#$%"!%&(#(+.0,(,*(/.5.67;(4*0J.6.04./(,-1/(C.76=(?70C(*J(+-14-(J*49/.:(*0( 4*0/9?.6(B.-751*6H("0.(10,.6./802(,7;A(+7/(BC(^,*+.(F*C:H()1/(9./8*0(+7/=(c:*(/*417;(,**;/(?7A.(9/(B.b.6(@.*@;.(V(*6(+*6/.3d(D/(#(;1/,.0.:=(#(B.270(,*(+*0:.6=(c:*( ,-.C(?7A.(9/(?*6.(;1A.;C(,*(6.4*??.0:(V(*6(B9C3d( M44P(R.00.,-([.902(K(+++H,-.;.b.6,+*H4*?(But does socialtranslate tobuying?

DR. REY JUNCO, LOCK HAVEN UNIVERSITY !"#$%"!%&(Q6H(&.C(e904*(:1:(7(/,9:C(10( +-14-(-.(-7:(,+*(/.,/(*J(/,9:.0,/(A..@(7( 4;7//(O*9607;(*0.(*0(f+1b.6(70:(*0.(9/102( ,67:18*07;(,**;/H( ( )1/(/,9:C(J*90:(,-7,(f+1b.6(4*9;:(10(J74,( 1046.7/.(.0272.?.0,(70:(1?@6*5.(267:./H(( ( -b@ggB;*2H6.CO904*H4*?g@:Jge904*).1B.62.6_*A.0f+1b.6%0272.?.0,E6 7:./H@:J(TWITTERCOLLABORATIONRESULTED IN AVGHALF A GRADEPOINT INCREASE

DOES “TOUCH” MAKE US PERFORM BETTER? !"#$%"!%&(^,*+.(7;/*(B6*92-,(9@(j$^kI/(G14-7.;( R679/=(+-*(J*90:(,-7,(,.7?/(,-7,(@-C/147;;C(,*94-.:( .74-(*,-.6(?*6.(M4-./,(B9?@/=(B74A(/;7@/P( *9,@.6J*6?.:(,.7?/(,-7,(:1:0I,(,*94-(7/(J6.9.0,;CH().( @*/1,.:(,-7,(,*94-(46.7,./(*]C,*410/(10(,-.(B6710(,-7,( 47;?=(J*49/=(70:(46.7,.(@*/185.(J..;102/(,-7,(;.:(,*( B.b.6(@.6J*6?704.H( ( -b@gg+++H;15./41.04.H4*?gWWiSWK,*94-CKJ..;CK0B7K ,.7?/K+10H-,?;(M44P(h14A6H4*?g@-*,*/g?75.614XiiY(

WILL FEELING MORE RELAXED DRIVE PURCHASE?!"#$%"!%&(^*H(L.I6.(.?*8*07;(46.7,96./(70:(,*94-(B6102/(@*/185.(.?*8*0/H(f-.0( :*./(c516,97;d(,*94-(46.7,.(,-*/.(/7?.(A10:/(*J(*]C,*410/3(Q*(,-.C(47;?=(J*49/(70:( 46.7,.(@*/185.(J..;102/3(f-1/(/,9:C(+*9;:(1?@;C(,-7,(1,I/(@*//1B;.H( -b@gg+++H4?B10J*H4*?g4?BK4?/g+@K4*0,.0,g9@;*7:/gXiWigilg L-Cm^*417;mG.:17mG7b.6/mXiWiH@:J(

AND ARE WE JUST TALKING B2C?1 in 2 leads to B2Bwebsites are comingfrom…Leads from LinkedIn Groups most likely toconvert.Visitors from LinkedIn Groups most likely toattend webinars.!"#$%"!%&(D0:(+.I6.(0*,(O9/,(,7;A102(7B*9,(4*0/9?.6/H(D(6.4.0,(/,9:C(/-*+.:(,-7,(,-.(B./,(;.7:/(J*6(FXF(@;7C/(76.(4*?102(J6*?(_10A.:#0H($*9;:(,-.(/7?.(,-.*6C(7@@;C3( ( -b@gg+++H;.7:J*6?1]H4*?gL-CK^-*9;:K[*9Kj/.K_10A.:10Kk*6KFXFKE.0.678*0g(_%DQk"&G#`(^fjQ[("k(XnS(FXF($"GND<#%^(o(k%F(XiWW(

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THE GOALS HAVE NOT CHANGED. EVER. !"#$%"!%&(f-.(:*,K 4*?(B9BB;.(47?.(70:(We need to build awareness. +.0,H("96(;15./(+.6.( ,670/J*6?.:H(f-.(/*417;( B9BB;.(-7/(4*?.(M70:(We need to convert the curious. ?7CB.(2*0.P(70:(*96( ;15./(76.(,670/J*6?.:H( (We need to increase revenue. F9,(10(B*,-(47/./=(,-.( 2*7;/(-75.(0*,(4-702.:H( #0(J74,=(,-.CI5.(0.5.6( 4-702.:H((We’re wondering: (what’s beyond The Twitter? L.(/8;;(-75.(,-.(/7?.( @6*B;.?/(,*(/*;5.(

AND WE FACE MANY HURDLES !"#$%"!%&(F9,( ,-.(-96:;./(76.( LD[(B122.6H(<*( *0.(-7/(8?.(J*6(No one has the time. 70C,-102=( ./@.417;;C(C*96( ?76A.802H(Everyone is distracted. %5.6C*0.(1/(DQQH( <*(*0.(,69/,/( 70C*0.H(N.*@;.(76.(Trust is harder to come by. .08,;.:(70:(,-.16( .]@.4,78*0/(470( B.(1:1*84H("0.( B;*22.6(470(46.7,.(Expectations can often be ridiculous. ?*6.(B9ZZ(,-70( ?1;;1*0/(10(7:( /@.0:=(70:(,-.6.I/(One blogger can outshout our budget. /*(?94-(0*1/.( 7B*9,(/*417;(,-7,( 1,I/(1?@*//1B;.(,*(So much noise about social! A0*+(+-.6.(,*( ,960H(

!"#$%"!%&(#0(,-.( “Join the ?.708?.=(,-.( conversation!”! -C@./,.6/=(?*/,(*J( “Marketers need +-*?(-75.(<%!%&( training pants!”! -7:(?76A.802(“Advertisers don’t O*B/=(76.(4*0/,70,;C( get it!”! “It’s about a /4*;:102(9/(7B*9,( dialogue!”! -*+(+.I5.(?1//.:( ,-.(4;9.K,6710H((

THEIR LATEST SCOLDING: ,-.16(;7,./,(/4*;:102( !"#$%"!%&(D0:(“YOU NEED A SOCIAL MEDIA 1/(,-7,(+.(0..:(7( c/*417;(?.:17(STRATEGY!” /,67,.2CHd(

WE DON’T NEEDNO STEENKEENGSOCIAL MEDIASTRATEGY

THAT’S LIKE ACELL PHONE STRATEGY.

OR A FREEWAYSTRATEGY.

THAT’S AFOCUS ONTHE TOOL,

RATHERTHAN THEBUSINESSOBJECTIVE.

BOTH MARKETERS& “GURUS” HAVETO STOPPLANNINGSOCIAL MEDIAIN A VACUUM,

INDEPENDENTLYOF OTHERDEPARTMENTS,

LIKE SOME KINDOF BOLT-ONPUBLISHINGPLATFORM,

BECAUSE THATREDUCES ITSPOWER. !"#$%"!%&(f**;(29C/(/.;;(C*9(*0(7(,**;H(F9,( B9/10.//./(9/.(,**;/(,*(744*?@;1/-(E"D_^H(( ( ^*(C*9(:*0I,(0..:(7(,**;(/,67,.2C=(C*9(0..:( /,67,.21./(76*90:(Fj^#<%^^(2*7;/(.0272.?.0,=( 7+76.0.//=(748578*0=(6.,.08*0=(.,4H((E*7;/(,-7,( 10,.267,.(?9;8@;.(,**;/H(F.479/.(!"#$%&"%()*"% "+,%-(.&,-%"/$0%

!"#$%"!%&(f-.(/*417;(O*960.C(J*6(?*/,(-7/(B..0( 7B*9,(4*05104102(?7072.?.0,(,*(,6C(1,=(,-.0( @9/-102(*p.6/(70:(@6*?*/H(L-.0(@@;(:*0I,( 6./@*0:=(+.(6./*6,(,*(cB9C102d(J70/(517(7:/H(F9,( ,-.CI6.(5.6C(;*+K57;9.(J70/H(% THE JOURNEY FOR SOME 1.! Convince mgmt to try 2.! Push via social 3.! Buy fans via ads 4.! Tabs and apps! 5.! Justify the labor cost 6.! …?

THE JOURNEY FOR SOME 1.! Convince mgmt to try 2.! Push via social 3.! Buy fans via ads 4.! Tabs and apps!!"#$%"!%&(#0(J74,=(7(6.4.0,(/,9:C(/-*+.:(,-7,(X(*9,(*J(.5.6C(T(J70/(4-702./(,-.16( 5.! Justify the labor cost?10:(70:(90;1A.(7(B670:H(^*(,-7,(7:(/@.0:(71?.:(7,(B9C102(;1A./(-7/(7(B91;,K10(liU( +7/,.(67,.H(D0:(:*(C*9(&%D__[(,-10A(,-./.(B*92-,(J70/(76.(,69.(-70:K671/.6/3( % 6.! …? 1$%!23%

THE JOURNEY FOR SOME 1.! Convince mgmt to try 2.! Push via social 3.! Buy fans via ads 4.! Tabs and apps!!"#$%"!%&(D0:(@964-7/.:(f+1b.6(J70/3(f-.CI6.(B*,K46.7,.:(744*90,/H([*9(@7C(70( 90/469@9;*9/(4*?@70C=(70:(,-.C(+1;;(/.,(,-.16(J7A.(744*90,/(,*(J*;;*+(C*9H( % 5.! Justify the labor cost 6.! …? G76A.802(?1//1*0(744*?@;1/-.:3("J(4*96/.(0*,H(D0:(,-7,I/(,-.(,-102(,-1/(1/0I,(7( :7?0.:(B7/A.,B7;;(27?.q(r97;1,C(,69?@/(9708,C(10(/*417;=(,**H(G76A.,.6/(70:(.].4985./(0..:(,*(/,*@(,-10A102(6.74-gJ6.9.04C(70:(/,76,(,-10A102(,69/,g10h9.04.H((

The bigger opportunity: alignthe entire organization aroundintegrated social engagement.

“Engagement, engagement,engagement! What does thateven mean?!?” !"#$%"!%&(f61@;.(.0272.?.0,=(7;;(,-.(+7Cq(L-7,(:*./(1,(.5.0(.,(&434%

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THE SOCIAL BUSINESS JOURNEY !"#$%"!%&(L.(/..(4*?@701./(B.102(*0(7(:1p.6.0,(A10:(*J(O*960.C=(*0.(,-7,(;**A/(;1A.(,-1/( Stage 5 Stage 4 Fully Stage 3 Measurable Engaged Stage 2 Operational Stage 1 Experimental Social Social Social engagement engagement Traditional Dabbling in engagement drives real and customer Traditional, social becomes more business experience is command and engagement embedded in results, with part of the control business occurs but is business systems and organization’s operations using disconnected operations. tools fully DNA. one-way to business Internal optimized to Breakthrough communication operations. training, support business results to drive business Fractured channel con dent and – increased outcomes. tools, silo’d alignment and competent revenue and e orts and campaign employees and loyalty are disparate integration to more fully realized. measures begin to deliver harness online reign. tangible results. relationships.

FINAL DESTINATION: FULL ENGAGEMENTBUSINESS OUTCOMES ORGANIZATIONAL CUSTOMER EVIDENCEProducts are brought to IMPACTS “I trust you”market more quickly Entire employee base “I recommend you”Differentiate beyond $$ has a 360° view of theEngaged users spend customer and can “I’m valued and heard”more time on site anticipate needs “That was my idea”Influencers drive Brand dashboard tiedrevenue via trust “You’ve anticipated my to revenue needs”Activation creates choice Senior execs leadingat retail “You didn’t talk AT me” with customerGet & retain best talent engagement “You’ve improved myMore efficient research, life” Increased awareness,development, marketing revenue, loyalty, “I defend you”& ops advocacyBuilt-in demand reducesfinancial risk

HOW DO YOU START ON THISJOURNEY?Know that there is one.Communicate and educatebeyond your department.Create a plan that allowseveryone to win.Assess where you are and seta compass point.Map organizational objectivesto social tactics.Choose your presence wisely.Anticipate potential “tribalrifts.”

These I heard about The YouTube vid podcasts help you from shows me how to me understand Glassdoor. operate the software. new product offerings. HR & TRAINING IT AND INFRASTRUCTURE SALES, SHIPPING &SUPPLY CHAIN OPERATIONS MARKETING, CUST CARE DISTRIBUTN PR 85% would prefer you Please build a Is this @CustCare, Ibought locally sourced store in our Groupon deal need help with ingredients. community. still valid? my bill. !"#$%"!%&(FC(10O.4802(?76A.,(@6.J.6.04.(10,*(C*96(.086.(57;9.(4-710=(C*9(470( @6.:1/@*/.(C*96(.0,.6@61/.(,*(:.?70:(V(70:(:1?101/-(4*/,(V(D<Q(&#^RH(

Consumers distrustadvertising. But they loveengagement.!"#$%"!%&().6.I/(,-.(,-102H(L-.0(C*9(-75.(4-*14.=(C*9(B.210(,*(-7,.(;74A(*J(4-*14.H(D0:=(*s.0=(C*9(470I,(4-**/.(,*(120*6.(7:5.68/102H(#,I/(7;;(76*90:(9/H(D0:(,-.(tW(,.6?( ?*/,(7//*417,.:(+1,-(c7:5.618/102d3(#,I/(cJ7;/.Hd(

DDB EXAMPLE: START WITH EMOTIONAL, INTEGRATE WITH TRADITIONAL!"#$%"!%&(#I?(2*102(,*(215.(7(/-*9,*9,(,*(?C(J*6?.6(4*;;.729./(10(,-.(6**?(,*:7CH(( ( j01;.5.6(-16.:(QQF(,*(@6*?*,.(7(0.+(;*+.6K/*:19?(@6*:94,H(#,(-7:(7(5.6C(678*07;(-.7;,-(B.0.>,(*J(XTU(;.//(/*:19?H(F9,(-*+(:*(C*9(2.,(4*0/9?.6/(.]41,.:(7B*9,(/94-( 7(,-1023(

STARTING POINT: A CREATIVE HOOK WITH STRONG EMOTIONAL & SOCIAL APPEAL!"#$%"!%&([*9(/@.7A(,*(,-.?(,-6*92-(.?*8*07;(:.41/1*0K?7A102H([*9(,.;;(7(/,*6CH([*9(,6122.6(,-.(962.(,*(4*00.4,(/*417;;CH(D0:(,-.0(C*9(.04*9672.(,-.?(,*(%<EDE%H(

DDB STARTED THE CONVERSATION WITH TRADITIONAL BROADCAST !"#$%"!%&(#(/-*+(,-1/(7(;*,(B9,(1,I/(/94-(7(26.7,(.]7?@;.H((&7,-.6(,-70(/@.0:(7(J*6,90.(10(B6*7:47/,(?.:17=(QQF(6.4*??.0:.:(*0.(/@*,(J*6( B6*7:47/,(,*(/,76,(,-.(4*05.6/78*0(V(70:(,-.0(4*0809102(1,(10(/*417;(4-700.;/H(

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FIRST 25 DAYS: 6000 Facebook fansSO DID IT 375,000 video impressions; total media cost: $0WORK? 20,000 Salty & Pep shakers sold outDDB’S Highest website traffic EVERRESULTS Unit sales rose by 24% overFOR KNORR previous year Sidekicks surpassed Uncle Ben’s as the #1 BRAND in the category

WHAT WOULD THE RESULTS BEIF DDB HAD ONLY PLANNEDSILOED SOCIAL MEDIA TACTICS?OR JUST A COMMERCIAL?

Consumers conserve theirtime for Oxytocin-rich places!"#$%"!%&(^*=(,-.(^7;,C(47?@7120(+7/(B*,-(46.785.(70:(-7:(,-7,(.?*8*07;(-**AH( L-7,(*,-.6(.51:.04.(:*(+.(-75.(,-7,(?12-,(/-*+(7(4*00.48*0(B.,+..0(c/*417;( ,*94-d(70:(:./167B;.(B.-751*63(

CONSUMERS PREFER ENGAGEMENT 3456&/-75)5"+$)-8/$-9+4":-;-#)-+<-9#=->?@@-XT=iii=iii(Xi=iii=iii( !"#$%"!%&(D(;**A(7,(9019.(51/1,/(,*(X(;762.KB670:(:*,K4*?/(70:(,-.16(J70(@72./(WT=iii=iii( /-*+/(,-7,(4*0/9?.6/(4;.76;C(@6.J.6(J70(@72./(,*(:*,K4*?(/1,./H(#J(C*9(+70,.:(,*( 10,.674,(+1,-(7(B670:=(+*9;:0I,(C*9(@6.J.6(,*(:*(/*(7?1:/,(J7?1;C(70:(J61.0:/3(Wi=iii=iii( T=iii=iii( i( !"#$%&()*+,- .#/%++(*+,0)"#$%&()- 1+#+2#*+,- .#/%++(*+,0+#+2#-

And the forgotten benefit:GOOGLE <3’s ENGAGEMENTTOO !"#$%"!%&(D0:(+.(*s.0(J*62.,(,-.(/.764-(B.0.>,(*J(.0272.?.0,H( (#J(C*9(-75.(4*0,.0,(,-7,(1/(2760.6102(4*05.6/78*0=(E**2;.(;1A.;C(7//9?./(,-7,(1,I/(7( /7J.(B.,(,-7,(*,-.6/(+1;;(;1A.(,-7,(4*0,.0,(,**(V(/*(1,(2*./(9@(10(,-.(/.764-(6./9;,/H(

!"#$%"!%&(^1](C.76/(72*(#(@*/,.:(7(@-*,*(*J(?C(+1J.(*0(k;14A6(70:(8,;.:(1,(c)*b./,( L*?70(%5.6Hd(D(J.+(C.76/(;7,.6=(#(0*84.:(,-7,(,-.(@-*,*(+7/(2.u02(7(!%&[(:1/@6*@*68*07,.(09?B.6(*J(51/1,/H(f-.(6.J.66.6(/,6102(+7/(J6*?(1?72./H2**2;.H4*?=( c-*b./,(+*?70(.5.6Hd(<"(LD[=(#(,-*92-,H(F9,(/96.(.0*92-w( vW(

!"#$%"!%&(wB.479/.(,-.(@-*,*(+7/(@*/,.:(,*(k;14A6=(7(/*417;(4*??901,C(+1,-(?1;;1*0/(*J(9/.6/(70:(.5.0(?*6.(4*05.6/78*0/=(E**2;.(7//9?.:(?*6.(@.*@;.(+*9;:( B.(10,.6./,.:=(B9?@102(,-1/(100*49*9/(@-*,*(,*(,-.(,*@(*J(,-.(670A102/H(E""E_%( R<"L^q(M:1/4;71?.6(/104.(,-1/(/46..0(267B=(?C(+1J.(-7/(/;1@@.:(,*(/.4*0:(@;74.( B.-10:(e.007(k1/4-.6P(t/-7A./>/,( vX(

So when determining whereand how to engage, think:True, authentic dialogueIntegrated engage-pointsEmotional relevance andoxytocins

AND LET LISTENING DATA TO DRIVE FOCUS SHARE OF MENTIONS BY CHANNEL, 30 DAYS CAPTURE ON TWITTER… …AND WHILE GUESTS DRIVE TO ARE TALKING ABOUT THE ABCAADE- .F1DGHHI- FACEBOOK BRAND, CONVERT THEM TT=Tvv(MvlUP( Xi=YTv(MXYUP( CONTESTS, USER VIDEOS & THROUGH “BRAND LOVE” SHARE-WORTHY HAPPENS HERE PROMOS – AND DRIVE THEM TO FB TO SHARE THE LOVE!"#$%"!%&(#0(,-1/(.]7?@;.=(;1/,.0102(:7,7(@*10,/(,*(7(@*,.087;(.0272.?.0,(7@@6*74-H(

MAP CHANNELS TO BUSINESS GOALSSOCIAL SOCIAL SEARCH SOCIAL ENGAGEMENT SOCIAL COMMERCEVENUE- Incent Amplify Convert Optimize Spread Amplify Build Influence Create user- Socialize Offers & influencers advocates generated differen- fence- SEO content reach trust visits promos content tiators sitters !"#$%"!%&(Q1p.6.0,(/*417;(5.09./(-75.(:1p.6.0,(/,6.02,-/(+-.0(+*6A102(,*+76:(B9/10.//(2*7;/H().6.(+.(470(/..(-*+(4-700.;/(?12-,(B.(9/.:=(:76.(#(/7C=($"<(",B!A(//?0(

FIVE MESSAGES FOR MANAGEMENT1) There is a path beyond participation and fanacquisition • it is the Fully Engaged Enterprise2) “Social touch” means happier, more conversion-friendly communities.3) Alignment with your market means competitiveadvantage and more importantly, spend efficiency4) Cross-functional social is an organizational wineveryone can get behind #enterprisechampion !"#$%"!%&(#0(/9??76C=(?7072.?.0,(0..:/(,*(90:.6/,70:(>5.(A.C(@*10,/(

FINAL MESSAGE FOR MGMT:Conversion is higher whencompanies invest inengagement!"#$%"!%&(Q*0I,(+7/,.(8?.(*6(?*0.C=(:*0I,(7::(0*1/.(,*(,-.(+*6;:=(70:(:*0I,(,7;A(7,(C*96(?76A.,H(E.,(,*(A0*+(,-.?H(%0272.H(_1/,.0H(D0:(@1@.(+-7,(,-.C(/7C(612-,(B74A( 10,*(,-.(*62701Z78*0H([*9I;;(?*5.(,-.(0..:;.(10(?.70102J9;(+7C/H(D0:(,-.(.086.( *62701Z78*0(470(@6*9:;C(,7;A(7B*9,(,-.16(,69.(c/*417;(?.:17(010O7/Hd(

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Social Media is dead! Long live Social Media!

by Eric Weaver on Sep 25, 2011

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Social Media is dead! Long live Social Media! — Presentation Transcript