Making Sense
Of Social Media
       Strategy Matters




 Bryan Huber, Chief Interactive Officer
About Bryan




                                                   Bryan Huber
                                           ...
So, What Is
Social Media?
What is Social Media?




                                   User Generated
                                      Content
...
What is Social Media?




                                       It’s not a new phenomenon



                            ...
What is Social Media?




                            Ways for users to generate content


                               ...
What is Social Media?




                More And More Content
                   Is Being Created
                  On M...
So, What Is
Social Networking?
What is Social Networking?




                     Tools That Allow
                   Users To Connect And
             ...
What is Social Networking?




                                        Tools for users to connect



                     ...
Why Is It important?




                              Almost 600 Million
                               Facebook Users


...
Why Is It important?




                                    Over 4 Billion
                                   Photos on F...
Why Is It important?




                        13 Hours Of Video
                       Uploaded Per Minute
            ...
Why Is It important?




                           Over 13 Million
                        Articles on Wikipedia



©2010...
Why Is It important?




                         Over 300
                    Check-ins Per Second
                      ...
Why Should You Care?
Why should you care?




                                 Allows you to
                               build relationships...
Why should you care?




            Allows you to be part of a
            consistent conversation.



©2010 Paul Werth A...
Why should you care?




                     A conversation which
                    includes your industry,
           ...
Why should you care?




                        Companies can:
                        ‣	 Connect
                       ...
Why Is Social Media
 Important To Your
  Marketing Mix?
Part of Your Marketing Mix




                 Social Media...One Part of
                   Your Marketing Effort
      ...
Avoiding Social
 Media Crisis
Avoiding Social Media Crisis




          Reputation is....
          The sacred trust between a
          company and it...
Avoiding Social Media Crisis




            Social Media
            + Reputation
            The Great
            Unkno...
Avoiding Social Media Crisis




      What’s Changed?
      ‣ People find comfort in information,
        regardless of qu...
Avoiding Social Media Crisis




                                          Be the Media!
                                 ...
Building Your Community
Building Your Community



             How to Manage Your Time?
         ‣   Discipline
             ‣   Create an editor...
Building Your Community




                  Build Compelling Content
              ‣   Do your homework.
               ...
Questions?



©2010 Paul Werth Associates | Builder’s Exchange
Connect With Me




                         in/bryanhuber                         @bryanhuber
              in/paulwertha...
Thank You
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Making Sense of Social Media: Strategy Matters (2010)

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Making Sense of Social Media: Strategy Matters (2010)

  1. 1. Making Sense Of Social Media Strategy Matters Bryan Huber, Chief Interactive Officer
  2. 2. About Bryan Bryan Huber Chief Interactive Officer Quick facts: ‣ Involved in the internet before Al Gore invented it ‣ Built first corporate website in 1996 ‣ On LinkedIn since 2003 ‣ Joined Paul Werth Associates in 2010 ©2010 Paul Werth Associates | Builder’s Exchange
  3. 3. So, What Is Social Media?
  4. 4. What is Social Media? User Generated Content ©2010 Paul Werth Associates | Builder’s Exchange
  5. 5. What is Social Media? It’s not a new phenomenon It’s been around for over 20 years! ©2010 Paul Werth Associates | Builder’s Exchange
  6. 6. What is Social Media? Ways for users to generate content Photo Video Blogs Sharing Sharing Social Podcasts Ratings Wikis Networking Micro Message Comments Blogs Boards ©2010 Paul Werth Associates | Builder’s Exchange
  7. 7. What is Social Media? More And More Content Is Being Created On Mobile Devices ©2010 Paul Werth Associates | Builder’s Exchange
  8. 8. So, What Is Social Networking?
  9. 9. What is Social Networking? Tools That Allow Users To Connect And Build Relationships ©2010 Paul Werth Associates | Builder’s Exchange
  10. 10. What is Social Networking? Tools for users to connect Facebook Twitter YouTube Flickr LinkedIn FourSquare UStream Last.fm ShareThis MySpace There are many, many more… ©2010 Paul Werth Associates | Builder’s Exchange
  11. 11. Why Is It important? Almost 600 Million Facebook Users ©2010 Paul Werth Associates | Builder’s Exchange
  12. 12. Why Is It important? Over 4 Billion Photos on Flickr ©2010 Paul Werth Associates | Builder’s Exchange
  13. 13. Why Is It important? 13 Hours Of Video Uploaded Per Minute On YouTube ©2010 Paul Werth Associates | Builder’s Exchange
  14. 14. Why Is It important? Over 13 Million Articles on Wikipedia ©2010 Paul Werth Associates | Builder’s Exchange
  15. 15. Why Is It important? Over 300 Check-ins Per Second On Foursquare ©2010 Paul Werth Associates | Builder’s Exchange
  16. 16. Why Should You Care?
  17. 17. Why should you care? Allows you to build relationships with customers. ©2010 Paul Werth Associates | Builder’s Exchange
  18. 18. Why should you care? Allows you to be part of a consistent conversation. ©2010 Paul Werth Associates | Builder’s Exchange
  19. 19. Why should you care? A conversation which includes your industry, your company, your competitors, and your customers. ©2010 Paul Werth Associates | Builder’s Exchange
  20. 20. Why should you care? Companies can: ‣ Connect ‣ Listen ‣ Contribute ‣ Respond ‣ Measure ©2010 Paul Werth Associates | Builder’s Exchange
  21. 21. Why Is Social Media Important To Your Marketing Mix?
  22. 22. Part of Your Marketing Mix Social Media...One Part of Your Marketing Effort ‣ Additional channels to expand your reach. ‣ Strategy reigns! ‣ Create and share compelling content. ‣ Stay disciplined, engaged and motivated. ©2010 Paul Werth Associates | Builder’s Exchange
  23. 23. Avoiding Social Media Crisis
  24. 24. Avoiding Social Media Crisis Reputation is.... The sacred trust between a company and its customers. It takes 3-10 years to repair once damage is inflicted. ©2010 Paul Werth Associates | Builder’s Exchange
  25. 25. Avoiding Social Media Crisis Social Media + Reputation The Great Unknown! ©2010 Paul Werth Associates | Builder’s Exchange
  26. 26. Avoiding Social Media Crisis What’s Changed? ‣ People find comfort in information, regardless of quality, a trait enhanced in 24/7 news cycle. ‣ Journalists, bloggers find sources while you’re writing the news release. ‣ Social media impacts the perception of your organization whether or not you are involved and aware. ‣ Now you have more opportunities to engage reporters and stakeholders – and to BE the media. ©2010 Paul Werth Associates | Builder’s Exchange
  27. 27. Avoiding Social Media Crisis Be the Media! ‣ Paid ‣ Earned ‣ Owned (web) ‣ Shared (social) ©2010 Paul Werth Associates | Builder’s Exchange
  28. 28. Building Your Community
  29. 29. Building Your Community How to Manage Your Time? ‣ Discipline ‣ Create an editorial calendar. ‣ Use dashboards and management tools. This is how to ‣ Engagement compete with ‣ Build relationships and activate your voice. the big guys! ‣ Enhance your reputation. ‣ Motivation ‣ Don’t go it alone. ©2010 Paul Werth Associates | Builder’s Exchange
  30. 30. Building Your Community Build Compelling Content ‣ Do your homework. ‣ What do your customers care about? ‣ Test ideas before you campaign. ‣ Don’t ignore the potential of social media for free polling. ‣ Keep it brief. ‣ And use images, video and audio to tell your story. ©2010 Paul Werth Associates | Builder’s Exchange
  31. 31. Questions? ©2010 Paul Werth Associates | Builder’s Exchange
  32. 32. Connect With Me in/bryanhuber @bryanhuber in/paulwerthassociates @paulwerth paulwerth.com ©2010 Paul Werth Associates | Builder’s Exchange
  33. 33. Thank You
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