Social Media and
Your Business
January 15, 2009
Presented by Chris Klaehn, Partner and Director of Brand Strategy | cklaehn@corey.com & Ryan Evans, Director of Experience Design | revans@corey.com
2009 Corey McPherson Nash | Propriety Content | For| more information, email info@corey.com
2009 Corey McPherson Nash | Propriety Content For more information, email info@corey.com

Agenda
1. What is it?
2. Why should we care?
· Personally
· Professionally
3. How do we use it?
4. What it means
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Agenda
Rules of today:
We believe in walking the walk
· Live Tweeting – http://www.twitter.com/cmntweets/
· Show examples of our own SM
· Continue the conversation
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

What is it?
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

What is Social Media
Social media are primarily Internet-based tools
for sharing and discussing information among
human beings. This interaction, and the manner
in which information is presented, depends on
the varied perspectives and \"building” shared
meaning among communities, as people share
their stories and experiences. - Wikipedia
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

What is Social Media
shared meaning among
communities, as people share
their stories and experiences.
Creating a shared meaning is about creating a
distinct, compelling and meaningful BRAND
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Brand Strategy
What is Branding?
Business Plan Brand Strategy Tactics
• Sales Objectives • Brand Perception • Overall Look & Feel
• Target Markets • Brand Architecture • Community Outreach
• Market Landscape • Position • Social Media
• Competitive Landscape • Messaging Strategy • Public Relations
• Online/Off-line
Communication Pieces
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

The Way CMN Thinks About Brand
· Criteria
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

What is Social Media
What it is What it is not
· Transparency · Only what we want people
to know
· Low barrier to entry · Difficult to use
· Blog, Flickr, Facebook, · Email, IM, podcast, RSS,
Twitter, YouTube print newspaper, Web site
· Engagement · Broadcast, one-way street
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

What is Social Media
Telling Statistics
· Twitter's site traffic grew 422% from August 2007 –
August 2008
· Facebook is on pace to pass 200 million unique visitors
(up 116 percent)
· MySpace is at 126 million uniques
http://www.techcrunch.com/2008/12/31/top-social-media-sites-of-2008-facebook-still-rising
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

What is Social Media
· 9 million blogs
40,000 new ones/day
· Podcasts in the U.S. was 18.5 million people in 2007,
and will reach 28 million in 2008.
Advertising revenue for podcasts totaled $165 million last year. eMarketer
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Why should we care?
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Personally
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Why In the World Would I Do This?
Since the 1960s, there is a decline of “social
capital”: connections among individuals –
social networks and the norms of reciprocity
and trustworthiness that arise from them.”
Bowling Alone by Robert Putnam
http://www.bowlingalone.com/
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Why In the World Would I Do This?
· Anticipated reciprocity
· Increased recognition
· Sense of efficacy
Peter Kollack, The Economies of Online Cooperation: Gifts and Public Goods in Cyberspace (1998)
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Why In the World Would I Do This?
1. Ambient Awareness
· Sophisticated portrait of your friends lives
· Rhythms of lives
· An invisible dimension floating over everyday life
· Ping pong messages feel even more intimate than a phone call
(Mizuko Ito, Japanese socialist)
- NYT Brave New World of Digital Intimacy 9.7.08
http://www.nytimes.com/2008/09/07/magazine/07awareness-t.html?scp=1&sq=digital
%20intimacy&st=cse
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Why In the World Would I Do This?
2. A way to feel “less alone”
- NYT Brave New World of Digital Intimacy 9.7.08
http://www.nytimes.com/2008/09/07/magazine/07awareness-t.html?scp=1&sq=digital
%20intimacy&st=cse
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Why In the World Would I Do This?
3. Have more “friends”
Dunbar Number
· Humans are hard wired on the upper limit of people
we know = 150
· Parasocial - Peripheral people in our network whose intimate
details we follow closely online (Berkman Center for Internet and
Society)
- NYT Brave New World of Digital Intimacy 9.7.08
http://www.nytimes.com/2008/09/07/magazine/07awareness-t.html?scp=1&sq=digital%20intimacy&st=cse
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Why In the World Would I Do This?
4. Get answers; good referrals
· Weak links are where the value is in social media
- NYT Brave New World of Digital Intimacy 9.7.08
http://www.nytimes.com/2008/09/07/magazine/07awareness-t.html?scp=1&sq=digital%20intimacy&st=cse
http://www.boxesandarrows.com/view/social-networks
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Professionally
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Why Should We Care?
Our clients are not saying,
“Make us ads” or
“Make us Web sites”
They’re saying,
“Create interaction between
our brand and our customers.”
That’s our job now.
Executive Creative Director of the Nike account at R/GA “Multiscreen Mad Men” New York Times 11.23.08
http://www.nytimes.com/2008/11/23/magazine/23roundtable-t.html?scp=3&sq=multimedia%20mad%20men&st=cse
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Why Should We Care?
Top 6:
1. Be authentic
2. Fortify. Strengthen your current audience; engage new
ones
3. Connect. Give your audience a reason to participate
Don’t sell, sell, sell
4. Be remarkable
Give them things to remark on
5. Get outside (your site)
Participate in other discussions, not just your own
6. Embrace Organic Planning. Have a plan, but be ready to
adjust
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Positive Example
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Not So Positive
Example
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Corey McPherson Nash
Example
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Why Should We Care?
25th Anniversary
Start with: So what?
Core to the Corey brand, “Thoughtful Branding + Design”
Theme: Looking Forward/ Forward Looking
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Why Should We Care?
Goal:
Tactics:
Deliver on experience and 25 years of great work
Greeting
Live Tweet
Parting gift
Continuing conversation
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Why Should We Care?
Case Study
The Obama Brand
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Why Should We Care?
The Obama Brand
“Obama represented the starkest
change from George W. Bush in style
and in substance, in many ways.”
David Axelrod
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

The Obama Brand
· How it fits
the Criteria
RELEVANT/MATTERS
Honest, open, stable
PROFITABLE OWN-ABLE
Campaign “owned” by Diverse background
many, not few Community organizer
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Messaging Strategy:
Platform:
Change We Can Believe In
Signified: Hope
Spirit: Positive, inclusive
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Social Media Approach
2008 Presidential Campaign Social Media Stats:
2,379,102 1,792 videos 112,474
supporters uploaded since 11.06 followers
114,559
subscribers
620,359 4,603
329 videos
supporters followers
uploaded since 2.07
28,419
subscribers
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Most impactful videos of the campaign:
1. Yes We Can - Barack Obama Music Video
14,379,890 views, 404 blog posts,
293 non-liberal/bloconservative blog posts (73%)
2. Wassup 2008
5,300,606 views, 665 blog posts,
424 non-liberal/conservative blog posts (64%)
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

3. I Got a Crush...On Obama By Obama Girl
12,278,288 views, 259 blog posts,
164 non-liberal/conservative blog posts (63%)
4. Barack Roll
2,858,259 views, 263 blog posts,
163 non-liberal/conservative blog posts (62%)
5. American Stories, American Solutions: 30
Minute Special
1,932,787 views, 547 blog posts,
314 non-liberal/conservative blog posts (57%)
Morningside Analytics http://tinyurl.com/66ojww
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Of the top 5 influential videos:
1 was officially from the campaign
2 were professionally produced
1 was moving
2 were funny
All were remarkable.
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Why Should We Care?
Top 6:
1. Be authentic
2. Fortify. Strengthen your current audience; engage new
ones
3. Connect. Give your audience a reason to participate
Don’t sell, sell, sell
4. Be remarkable
Give them things to remark on
5. Get outside (your site)
Participate in other discussions, not just your own
6. Embrace Organic Planning. Have a plan, but be ready to
adjust
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

How do we use it?
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

ion
rsat
Content Is King
onve
C
Content is just something to talk about.
- Corey Doctrow
http://www.boingboing.net/2006/10/10/disney-exec-piracy-i.html
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Social Media
Strategy Matters
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

http://www.twitter.com/nytimes http://www.twitter.com/coloneltribune
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Tweets sent vs. received
Month of November 2008
@NYTimes
17,450 followers
@ColonelTribune
3,955 followers
http://almightylink.ksablan.com/2008/11/tribune-23-times-more-engaged-than-times-on-twitter/
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

·
@NYTimes @ColonelTribune
17,450 followers 3,955 followers
• Great content • Great content
• But same as elsewhere • Has a face
• Adds a viewpoint
• Queries the audience and
responds
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Engagement
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Getting to Engagement
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Getting to Engagement
1. WHO do you want to reach?
2. WHAT are your objectives?
3. HOW will you engage in relationships?
4. CHOOSE your social media technologies
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

1. WHO do you want
to reach?
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Getting to Engagement: WHO
· Sample Target Audiences
· Prospective clients
· Prospective employees
· Peers
· The media & bloggers
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Getting to Engagement: WHO
· You have to know your audience
· Market research
· Interviews
· User personas
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Getting to Engagement: WHO
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Example: Knowing your audience
http://thecaffeinatedblog.typepad.com/the_caffeinated_blog/2008/11/social-media-marketing-case-study-using-facebook-to-promote-a-professional-photography-business.html
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

2. WHAT are your
objectives?
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Planning Your Strategy: WHAT
· Sample Objectives
· Spread your message
· Enable word of mouth marketing
· Monitor brand perception
· Support current customers
· Gather & develop ideas
· Work more efficiently
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Planning Your Strategy: WHAT
· Your objectives are familiar business functions
· Align with business objectives that you already have:
· Business plans
· Branding goals
· Marketing plans
· Product development and support
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Example: Crisis Management
http://twitter.com/csmonitoronline
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Example: Crisis Management
http://twitter.com/csmonitoronline
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Example: Crisis Management
http://twitter.com/csmonitoronline
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Example: ComcastCares
http://twitter.com/comcastcares
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Example: ComcastCares
http://twitter.com/comcastcares
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Example: ComcastCares
http://twitter.com/comcastcares
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

3. HOW will you
engage in
relationships?
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Planning Your Strategy: HOW
· Sample Strategies
· Query your audience
· Energize your advocates
· Facilitate discussions
· Build communities
· Crowdsource ideas
· Just watch
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Planning Your Strategy:HOW
· Make sure your engagement strategy will work for
you.
· It has to be comfortable
· It has to match your culture & personality
· It has to fit with your available resources
· Make it part of your work flow
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Planning Your Strategy: HOW
· Provide value
· Be consistent
· Make it authentic and personal
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Why Should We Care?
Top 6:
1. Be authentic
2. Fortify. Strengthen your current audience; engage new
ones
3. Connect. Give your audience a reason to participate
Don’t sell, sell, sell
4. Be remarkable
Give them things to remark on
5. Get outside (your site)
Participate in other discussions, not just your own
6. Embrace Organic Planning. Have a plan, but be ready to
adjust
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Example: Making it Authentic and Personal
http://blog.wellsfargo.com/wachovia/
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Example: Making it Authentic and Personal
http://www.mitadmissions.edu
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Example: Providing Real Value
http://www.facebook.com/pages/Whole-Foods-Market/24922591487?ref=s
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Planning Your Strategy: HOW
· Get tactical and specific about engagement
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Planning Your Strategy: HOW
How @jowyang uses Twitter
As a shared feed reader
As a chat room
To capture events
Listening tool
How @jowyang doesn’t use Twitter
Personal minutia
Excessive personal discussion
http://www.web-strategist.com/blog/2007/11/29/how-i-use-twitter-and-you/
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Planning Your Strategy: HOW
· Have a plan, but be ready to adjust
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

4. CHOOSE your
social media
technologies
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Getting to Engagement
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

The Technology
Dip your toes in
But Remember,
the internet never forgets…
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

The Technology
Evaluate the technologies:
· Are your target constituencies using it?
· How are they using it?
· Will the technology support the ways in which you
want to engage?
· Is it an open platform?
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Example: BB&N Senior Tiles
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Getting to Engagement
1. WHO do you want to reach?
2. WHAT are your objectives?
3. HOW will you engage in relationships?
4. CHOOSE your social media technologies
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

What does it mean?
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

It’s all about your
brand
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Be remarkable
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Have a plan, but be
ready to adjust
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Embrace
engagement to
succeed
2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

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2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com