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The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
The Seven Deadly Social Media Marketing Sins
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The Seven Deadly Social Media Marketing Sins

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No notes for slide
  • 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.
  • Transcript

    • 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. 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. 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. Waldow Social commercial<br />
    • 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. Good and bad ways to use Klout and other composite metrics
    • 7. …and oh so much more.</li></ul>Argyle commercial<br />
    • 8. “Dante’s seventh circle of hell was reserved for errant social media marketers.”<br />Tristan Handy<br />Argyle Dir Operations<br />
    • 9. I’m so busy engaging!<br />Sin #1: Reacting<br />
    • 10. Jeremiah Owyang, The Altimeter Group<br />Two Career Paths of the Corporate Social Strategist<br />
    • 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. Sin #1: Reacting<br />Sin #2: Tempting Fate<br />7 Deadly Social Media Marketing Sins<br />
    • 13. Your<br />Brand<br />Failing to plan is planning to fail.<br />Sin #2: Tempting Fate<br />
    • 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. Repent by Preparing<br />Right-size a social media marketing policy to your business.<br />Basic Plan<br /><ul><li>Content guidelines
    • 16. Triage plan, including paths of escalation
    • 17. Roles/responsibilities</li></ul>Advanced Plan<br /><ul><li>Ongoing training, education
    • 18. Includes best practices
    • 19. Addresses privacy, confidentiality, copyright</li></ul>Integrated Plan<br /><ul><li>Cross-team, cross-function
    • 20. Serves multiple business purposes
    • 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. 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. 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. Repent by Finding the Balance<br />
    • 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. 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. 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. 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. 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. 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. 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. 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. 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. Sin #6: Going solo<br />flickr/.com/zeeble<br />No social media marketer should be an island.<br />
    • 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. Your team is your organization’s secret sauce.<br />Repent by Rallying the Troops<br />
    • 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. (This page was intentionally left blank)<br />Sin #7: Hiding Behind Your Brand<br />
    • 39. Sin #7: Hiding Behind Your Brand<br />
    • 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. 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. 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. The Science of Timing<br />What you’ll learn:<br /><ul><li>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.</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. 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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