Social Persuasion
Introduction to Social Marketing
September 1, 2009
bryan.jones@cjrw.com
Text “Jones” to 50500

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The Shift In Cultural Behavior

#tigs
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Who+How
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US Online Adults Social Participation
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Social Technographics Ladder® Forrester Research

Who+How
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Inactives
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US Online Adults Social Participation
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Social Technographics Ladder® Forrester Research

Who+How
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Spectators
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US Online Adults Social Participation
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Social Technographics Ladder® Forrester Research

Who+How
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Spectators
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US Online Adults Social Participation
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Social Technographics Ladder® Forrester Research

Who+How
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Collectors
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Spectators
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US Online Adults Social Participation
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Social Technographics Ladder® Forrester Research

Who+How
Critics
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Collectors
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Spectators
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US Online Adults Social Participation
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Social Technographics Ladder® Forrester Research

Who+How
Creators
Critics
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Collectors
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Spectators
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US Online Adults Social Participation
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Social Technographics Ladder® Forrester Research

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Social Technographics Profile® Forrester Research

Facebook #s
250M+Active Global Users
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Facebook Internal Statistics 2009

Facebook #s
120M+Daily Users
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Facebook Internal Statistics 2009

Facebook #s
2/3+ Users Are Outside of College
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Facebook Internal Statistics 2009

Facebook #s
35+ Fastest Growing Demographic
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Facebook Internal Statistics 2009

Facebook #s
22% Internet Traffic Into Facebook 12/08
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Facebook Internal Statistics 2009

Sample Facebook TouchGraph
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Facebook - Default Wall View
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Facebook Commercial Fan Page
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Facebook Commercial Fan Page
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Facebook Internal Messaging
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Facebook Group Page
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Twitter #s
1,382%
Growth From 3/08 - 3/09
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Nielsen Online March 2009

Twitter #s
27M+ U.S. Users
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Pear Analytics Twitter Study Aug. 2009

Twitter #s
55% Female Users
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Pear Analytics Twitter Study Aug. 2009

Twitter #s
27% Users Are Active
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Pear Analytics Twitter Study Aug. 2009

Twitter Profile View
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Twitter As A Customer Service Channel

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Twitter As A Customer Service Channel

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Twitter As A Customer Service Channel

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Twitter As A Customer Service Channel

Twitter As A Promotions Channel
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Twitter As A Promotions Channel
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Twitter As A Promotions Channel
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Twitter As A Promotions Channel
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Twitter As A Promotions Channel
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Twitter As A Promotions Channel
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Twitter As A Promotions Channel
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Values Social Engagement Essentials
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Be Honest
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Be Relevant
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Be Amazing
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Be Generous
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Engagement
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Process For Moving From Theory To Action

Social Engagement Process
Discovery
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Social Engagement Process
Strategy
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Creative
Development
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Social Engagement Process

Community
Engagement /
Management
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Social Engagement Process

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Case Study
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Susan G. Komen For The Cure: Arkansas

Outreach and Communications
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Leadership and Support
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Personal Interaction
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Event Updates and Community Management

Case Study
Oxford American Magazine

Social Content Development
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Community Management and Culture Leadership

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Community Management And Content Sharing

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Community Management and Content Development

Tools Social Applications
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RSS Reader (Google Reader)
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Twitter Extensions (CoTweet)
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Twitter Extensions (Pea Shoot App)

Twitter Extensions (TweetDeck)
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Social Media Monitoring (Radian6)

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Social Media Monitoring (Radian6)

Social Persuasion
Introduction to Social Marketing
September 1, 2009
bryan.jones@cjrw.com
Text “Jones” to 50500

@jowyang @jasonfalls
@armano @paulisakson
@faris @awolk
@jonathanbriggs
@mashable @iA
@gapingvoid
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@rohitbhargava
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@bogusky
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@tdefren
@convagency
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@briansolis
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@charleneli
Influencers
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People Who‘ve Earned The Right To Be Heard
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Influencers
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Influencers
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Presentations via SlideShare.net
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Presentations via SlideShare.net
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Dark wood background Busy crosswalk scene 1 Taxis in New York
http://www.flickr.com/photos/ http://www.istockphoto.com/ http://www.istockphoto.com/
matthamm/2690293634/ stock-photo-334427-busy- stock-photo-7428668-taxis-in-
crosswalk-scene-1.php new-york.php
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Crowd of Blurred People on Stairs Crowd at a rock concert Crowd at busy downtown street
and Escalator http://www.istockphoto.com/ intersection
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http://www.istockphoto.com/ stock-photo-2030722-crowd-at-a- http://www.istockphoto.com/
stock-photo-10191564-crowd-of- rock-concert.php stock-photo-40017-crowd-at-
blurred-people-on-stairs-and- busy-downtown-street-
escalator.php intersection.php
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Photo Credits
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