The 7 Deadly Social Media Marketing Sins<br />Eric Boggs, CEO, Argyle Social<br />DJ Waldow, CEO, Waldow Social<br />Septe...
Eric Boggs<br />CEO, Argyle Social<br />@ericboggs<br />ericboggs.com<br />DJ Waldow<br />CEO, Waldow Social<br />@djwaldo...
DJ will lead Q/A at the end of the call<br />Tag your tweets/questions with #7sins<br />We’re recording this shin dig<br /...
Waldow Social commercial<br />
7 Deadly Sins Whitepaper<br />ar.gy/7sinswp<br />Learn:<br /><ul><li>What to avoid when setting your organization’s social...
Good and bad ways to use Klout and other composite metrics
…and oh so much more.</li></ul>Argyle commercial<br />
“Dante’s seventh circle of hell was reserved for errant social media marketers.”<br />Tristan Handy<br />Argyle Dir Operat...
I’m so busy engaging!<br />Sin #1: Reacting<br />
Jeremiah Owyang, The Altimeter Group<br />Two Career Paths of the Corporate Social Strategist<br />
Tools-focused social media marketing enables bad habits.<br />Have a purpose!  <br />Build a strategy!<br />Make a plan!<b...
Sin #1: Reacting<br />Sin #2: Tempting Fate<br />7 Deadly Social Media Marketing Sins<br />
Your<br />Brand<br />Failing to plan is planning to fail.<br />Sin #2: Tempting Fate<br />
Jeremiah Owyang, The Altimeter Group<br />If you experience a crisis, the odds are you won’t be prepared.<br />Sin #2: Tem...
Repent by Preparing<br />Right-size a social media marketing policy to your business.<br />Basic Plan<br /><ul><li>Content...
Triage plan, including paths of escalation
Roles/responsibilities</li></ul>Advanced Plan<br /><ul><li>Ongoing training, education
Includes best practices
Addresses privacy, confidentiality, copyright</li></ul>Integrated Plan<br /><ul><li>Cross-team, cross-function
Serves multiple business purposes
Integrates org. culture into policy</li></li></ul><li>Sin #1:  Reacting<br />Sin #2:  Tempting Fate<br />Sin #3:  Over-cur...
Which of the following describes a curation process?<br />Building the Picasso Exhibit at the Reina Sofia<br />Making swee...
Sample breakdown<br />Let’s take a look at aggregate Argyle client data…<br />If you’re not asking for the sale, you’re no...
Repent by Finding the Balance<br />
Sin #1:  Reacting<br />Sin #2:  Tempting Fate<br />Sin #3:  Over-curating<br />Sin #4:  Flying blind<br />7 Deadly Social ...
Sin #4: Flying Blind<br />In God we trust.  All others must bring data.<br />There is no “data” confirming that Deming act...
We’re in the I Love Lucy era of social media marketing – a golden age of unaccountability.<br />FarhadManjoo – Fast Compan...
Social Media Marketing = Marketing<br />Marketing = Driven By Outcomes<br />If A=B & B=C, then A=C.<br />If you’re not map...
Sin #1:  Reacting<br />Sin #2:  Tempting Fate<br />Sin #3:  Over-curating<br />Sin #4:  Flying blind<br />Sin #5:  Abusing...
Sin #5: Abusing Fuzzy Metrics<br />Your best time to tweet is….<br />You got X,XXX clicks…<br />You influence…<br />Your b...
83% of social media marketers will believe any graph that goes up and to the right, up from 79% last month!<br />Eric Bogg...
Just because you can measure something doesn’t mean it has any ties to the metrics that matter for your organization.<br /...
Sin #1:  Reacting<br />Sin #2:  Tempting Fate<br />Sin #3:  Over-curating<br />Sin #4:  Flying blind<br />Sin #5:  Abusing...
Sin #6: Going solo<br />flickr/.com/zeeble<br />No social media marketer should be an island.<br />
Asking who should do social media is like asking who should have a phone on their desk.<br />Over-used (but true!), unattr...
Your team is your organization’s secret sauce.<br />Repent by Rallying the Troops<br />
Sin #1:  Reacting<br />Sin #2:  Tempting Fate<br />Sin #3:  Over-curating<br />Sin #4:  Flying blind<br />Sin #5:  Abusing...
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The Seven Deadly Social Media Marketing Sins

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  • Eric doing the intro.
  • Eric introduces himself, then introduces DJ
  • DJ’s quick promo of blog/site
  • Eric quick promo of whitepaper.
  • Eric jumps into sin #1 – reactingDig into Jeremiah’s study
  • Solution
  • ReCap!
  • Eric – explain the sinCite Altimeter Group study -
  • DJ’s examples
  • ReCap!
  • Eric explains
  • Go over graphs, then DJ share an example
  • Take the time you spent curating and cut it in half.Use that time to create content.
  • ReCap!
  • Eric explains idea
  • DJ’s example.
  • Connect your data points to real biz outcomes
  • ReCap!
  • Eric explains sin.
  • DJ’s example
  • DJ’s example
  • ReCap!
  • Get everyone to run in the same direction. One evangelist isn’t enough. Social must be co-owned by many.
  • DJ’s amazing example!
  • ReCap!
  • Social has removed the barriers between brands and consumers.Your people are your best competitive advantage
  • DJ’s amazing example
  • Thought you might want to add one as a bonus for those who registered for the webinar – a little virtual swag, If you will. Totally optional.
  • ReCap!
  • Wrap it up.
  • The Seven Deadly Social Media Marketing Sins

    1. 1. The 7 Deadly Social Media Marketing Sins<br />Eric Boggs, CEO, Argyle Social<br />DJ Waldow, CEO, Waldow Social<br />September 22, 2011<br />
    2. 2. Eric Boggs<br />CEO, Argyle Social<br />@ericboggs<br />ericboggs.com<br />DJ Waldow<br />CEO, Waldow Social<br />@djwaldow<br />waldowsocial.com<br />Who are these people talking to me?<br />
    3. 3. DJ will lead Q/A at the end of the call<br />Tag your tweets/questions with #7sins<br />We’re recording this shin dig<br />We’ll send an email follow up to everyone<br />Eric is @ericboggs<br />DJ is @djwaldow<br />Details<br />
    4. 4. Waldow Social commercial<br />
    5. 5. 7 Deadly Sins Whitepaper<br />ar.gy/7sinswp<br />Learn:<br /><ul><li>What to avoid when setting your organization’s social policies.
    6. 6. Good and bad ways to use Klout and other composite metrics
    7. 7. …and oh so much more.</li></ul>Argyle commercial<br />
    8. 8. “Dante’s seventh circle of hell was reserved for errant social media marketers.”<br />Tristan Handy<br />Argyle Dir Operations<br />
    9. 9. I’m so busy engaging!<br />Sin #1: Reacting<br />
    10. 10. Jeremiah Owyang, The Altimeter Group<br />Two Career Paths of the Corporate Social Strategist<br />
    11. 11. Tools-focused social media marketing enables bad habits.<br />Have a purpose! <br />Build a strategy!<br />Make a plan!<br />flickr.com/anavrin<br />Repent by Crafting a Strategy<br />
    12. 12. Sin #1: Reacting<br />Sin #2: Tempting Fate<br />7 Deadly Social Media Marketing Sins<br />
    13. 13. Your<br />Brand<br />Failing to plan is planning to fail.<br />Sin #2: Tempting Fate<br />
    14. 14. Jeremiah Owyang, The Altimeter Group<br />If you experience a crisis, the odds are you won’t be prepared.<br />Sin #2: Tempting Fate<br />
    15. 15. Repent by Preparing<br />Right-size a social media marketing policy to your business.<br />Basic Plan<br /><ul><li>Content guidelines
    16. 16. Triage plan, including paths of escalation
    17. 17. Roles/responsibilities</li></ul>Advanced Plan<br /><ul><li>Ongoing training, education
    18. 18. Includes best practices
    19. 19. Addresses privacy, confidentiality, copyright</li></ul>Integrated Plan<br /><ul><li>Cross-team, cross-function
    20. 20. Serves multiple business purposes
    21. 21. Integrates org. culture into policy</li></li></ul><li>Sin #1: Reacting<br />Sin #2: Tempting Fate<br />Sin #3: Over-curating<br />7 Deadly Social Media Marketing Sins<br />
    22. 22. Which of the following describes a curation process?<br />Building the Picasso Exhibit at the Reina Sofia<br />Making sweet mix tapes for your Junior High crush<br />Sharing interesting, relevant content on Twitter<br />RetweetingMashable<br />Curating is less effective than you think.<br />Sin #3: Over-Curating<br />
    23. 23. Sample breakdown<br />Let’s take a look at aggregate Argyle client data…<br />If you’re not asking for the sale, you’re not moving the needle.<br />Sin #3: Over-Curating<br />
    24. 24. Repent by Finding the Balance<br />
    25. 25. Sin #1: Reacting<br />Sin #2: Tempting Fate<br />Sin #3: Over-curating<br />Sin #4: Flying blind<br />7 Deadly Social Media Marketing Sins<br />
    26. 26. Sin #4: Flying Blind<br />In God we trust. All others must bring data.<br />There is no “data” confirming that Deming actually said this.<br />W. Edwards Deming<br />
    27. 27. We’re in the I Love Lucy era of social media marketing – a golden age of unaccountability.<br />FarhadManjoo – Fast Company<br />Sin #4: Flying Blind<br />
    28. 28. Social Media Marketing = Marketing<br />Marketing = Driven By Outcomes<br />If A=B & B=C, then A=C.<br />If you’re not mapping social to existing KPIs, then you’re flying blind.<br />Repent by Mapping Social to Business Outcomes<br />
    29. 29. Sin #1: Reacting<br />Sin #2: Tempting Fate<br />Sin #3: Over-curating<br />Sin #4: Flying blind<br />Sin #5: Abusing fuzzy metrics<br />7 Deadly Social Media Marketing Sins<br />
    30. 30. Sin #5: Abusing Fuzzy Metrics<br />Your best time to tweet is….<br />You got X,XXX clicks…<br />You influence…<br />Your best day to tweet is….<br />You’re influenced by…<br />You got X,XXX retweets…<br />Don’t be lazy.<br />
    31. 31. 83% of social media marketers will believe any graph that goes up and to the right, up from 79% last month!<br />Eric Boggs, Argyle Social<br />Sin #5: Abusing Fuzzy Metrics<br />
    32. 32. Just because you can measure something doesn’t mean it has any ties to the metrics that matter for your organization.<br />Tom Webster, Edison Research<br />http://brandsavant.com<br />Repent by Starting from the Bottom<br />
    33. 33. Sin #1: Reacting<br />Sin #2: Tempting Fate<br />Sin #3: Over-curating<br />Sin #4: Flying blind<br />Sin #5: Abusing fuzzy metrics<br />Sin #6: Going solo<br />7 Deadly Social Media Marketing Sins<br />
    34. 34. Sin #6: Going solo<br />flickr/.com/zeeble<br />No social media marketer should be an island.<br />
    35. 35. Asking who should do social media is like asking who should have a phone on their desk.<br />Over-used (but true!), unattributed, <br />composite social media quote.<br />Sin #6: Going Solo<br />
    36. 36. Your team is your organization’s secret sauce.<br />Repent by Rallying the Troops<br />
    37. 37. Sin #1: Reacting<br />Sin #2: Tempting Fate<br />Sin #3: Over-curating<br />Sin #4: Flying blind<br />Sin #5: Abusing fuzzy metrics<br />Sin #6: Going solo<br />Sin #7: Hiding behind your brand<br />7 Deadly Social Media Marketing Sins<br />
    38. 38. (This page was intentionally left blank)<br />Sin #7: Hiding Behind Your Brand<br />
    39. 39. Sin #7: Hiding Behind Your Brand<br />
    40. 40. No matter what business you are in, people are the key. People are your employees, your customers, your prospects, your fans, and your critics. <br />Some guy<br />Repent by Being Real<br />
    41. 41. I’ll drop the Macho Elbow on all the marketers that don’t follow DJ’s advice. Oh yeah!<br />Bonus Sin #8: Dis’ing the Macho Man<br />
    42. 42. Sin #1: Reacting<br />Sin #2: Tempting Fate<br />Sin #3: Over-Curating<br />Sin #4: Flying Blind<br />Sin #5: Abusing Fuzzy Metrics<br />Sin #6: Going Solo<br />Sin #7: Hiding Behind Your Brand<br />Sin #8: Oh Yeah!<br />Recap<br />
    43. 43. The Science of Timing<br />What you’ll learn:<br /><ul><li>The effects of timing on clicks and interactions
    44. 44. How B2B and B2C timings differ
    45. 45. How time zones alter the equation
    46. 46. …and so much more.</li></ul>Jay Baer, Convince and Convert<br />Eric Boggs, Argyle Social<br />October 27, 2011<br />Register: ar.gy/timing<br />Next Webinar<br />
    47. 47. Send questions via webinar chat or #7sins<br />Look for a recording via email soon<br />Leaving now? Give us feedback at: ar.gy/7sinsfeedback<br />DJ Waldow<br />CEO, Waldow Social<br />@djwaldow<br />waldowsocial.com<br />Eric Boggs<br />CEO, Argyle Social<br />@ericboggs<br />argylesocial.com<br />Q&A<br />
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