April Dunford
Rocket Launch Marketing
Mar. 24, 2008
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I’m not a social media consultant
My background is “traditional”
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Social Media allows people to share
information and opinions online.
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77% 23%
Read Blogs Research Products
Online
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Data: Universal McCann Mar. 2008

Interactive
Little control
Anyone can do it
Fast
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Customer communication/feedback
Identify fans and unhappy customers
Real-time communication/feedback
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Conversations will be negative
(as well as positive)
You/Your brand WILL be
attacked (fairly and unfairly)
You WILL mess up
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Blogging
YouTube/Flickr
Social Media Networks
Social campaigns
Twitter
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“IBM's brand is best represented by its people”
- IBM Social Computing Guidelines
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10

Reporter just said to me “when the media
calls you, you jump, ok!” Why when I’m not
selling? Newspapers will get what they
deserve
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hey april - you. seriously. .. you.
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A slow news week
Timely topic
Available spokesperson
Low risk
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Chicago Tribune, LA Times, Globe and Mail
Around 30 blog reactions
I’m still getting calls 14

An announcement without “An Announcement”
Hot topic
Great spokespeople – smart, passionate
Very visual content
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132 Articles: Globe and
Mail, GigaOm, CNET,
Red Herring, ITWeek,
Yahoo News.
100 unique visits per day
on our blog in first week.
Media signal almost 7
Million
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Monitor and Listen
Right People
Right Goals
Integrate
Close the Loop
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Email: april@rocketlaunchmarketing.com
Blog: www.rocketwatcher.com
Twitter/Skype/everywhere: aprildunford
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