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 Presentation Transcript

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