Chamber Lunch Time Learning presentation
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Chamber Lunch Time Learning presentation

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This is a presentation that Bill Hatling put on at the St. Cloud Chamber's "Lunch Time Learning" March 3, 2010.

This is a presentation that Bill Hatling put on at the St. Cloud Chamber's "Lunch Time Learning" March 3, 2010.

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Chamber Lunch Time Learning presentation Presentation Transcript

  • 1.  
  • 2. BRAND VULNERABILITY TO SOCIAL MEDIA AND HOW WE MANAGE IT.
  • 3. THE FLINT GROUP
    • HatlingFlint (St. Cloud)
    • WestmorelandFlint (Duluth)
    • Flint Interactive (Duluth)
    • Flint Communications (Fargo)
    • SimmonsFlint (Grand Forks)
    • AadlandFlint (Anchorage)
    • AdFarm (Agribusiness Marketing: Calgary, Alberta; Guelph, Ontario; Kansas City; Fargo)
    • Media Productions (A/V + Events: Fargo)
    • Praxis Strategy Group (Economic Development: Grand Forks)
  • 4. New Consumption Models WORK Virtual Office WiFi Connected Anywhere OOH / RETAIL Digital Billboards RFID HDTV Blu-Ray DVR Gaming IPTV Virtual Worlds Social Software Online Video Podcasting User-Generated Content RFID Blogging Office Wikis RSS WiFi/connectivity Personalization Interactive Kiosks MOBILE / AUTO 3G/4G Mobile Devices GPS Mobile Video WiFi Text Messaging HOME
  • 5. THE DIGITAL EXPERIENCE IS EVOLVING
  • 6. YOUR COMPANY WEBSITE
  • 7.
    • SMS Campaign
    • Mobile Content
    • Downloadable Apps
    • Ringtones/Wallpaper
    • WAP Ads
    Search Engine Optimization Kiosks Branded Utilities/Widgets RSS WEBSITES ONLINE MEDIA SOCIAL MOBILE AV Microsites Online Training Systems Search Engine Marketing DATABASE DEVLOPMENT Flash-Rich Applications YOUR COMPANY WEBSITE
    • Tagging
    • Twitter
    • Wikis
    • Ratings & Reviews
    • Social Search Engines
    • Social News/Bookmarking
    • BLOGS/Vlogs
    • Standard Banners
    • Rich Media
    • Integrated Placement
    • Targeted
    • Streaming Video
    • Streaming Audio
    • Podcasts
    • Pre-Roll
    • Online Video
  • 8. YOUR CUSTOMERS ARE USING THIS STUFF!
  • 9.  
  • 10.  
  • 11.  
  • 12.  
  • 13.  
  • 14.  
  • 15. Community Search
    • Citysearch.com
    • Nextstop.com
    • Yelp.com
    • Merchantcircle.com
    • Urbanspoon.com
    • MORE!!
  • 16. Why should you care?
    • These are your consumers and this is where they are spending their time.
    • You need to talk to them (and listen) where they are, not where you want them to be.
  • 17.
    • It’s cool
    • It’s the “new” thing
    • It’s the “future”
    • We “need to be in it”
    Digital is not important because: It is important because…
  • 18. It’s how we are consuming media. Source: Ball State University Center for Media Design
  • 19. Source: Arbitron/Edison Media Research and comScore
  • 20. These emerging behaviors pose a new challenge to today’s marketer.
    • Marketers don’t understand channels where they have to talk and listen at the same time.
    • Marketers idea of 2-way communication is an 800 number or a web address, then wait to take orders!
  • 21. What do you do in the new social media world?
  • 22.  
  • 23. What is social media?
    • The technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media itself.
  • 24. What social media is not.
    • A fad, a passing phase, trendy.
    Humans are social creatures.
    • Don’t be surprised by adoption.
    • Technology has allowed us to act on our social instincts.
    • It is NOT going away anytime soon!
  • 25.
        • Social News/ Bookmarking
        • Social Media
        • Chat Rooms
        • Message Boards
        • Blogs/ Video Blogs
        • Widgets
        • Social Networks
        • Content Sharing
        • Social Search Engines
        • Podcast/ Vcast
        • Ratings &
        • Reviews
  • 26.  
  • 27. Social media is for the young…. Club Penguin (4 million 8-14 year old visitors/month) kept a child, who was in the hospital for five months, connected with his then-distant friends.
  • 28. And the old…. YouTube broadcaster, 79-year-old Peter Oakley known as Geriatric1927 , made his debut in August 2006 with a video series called ‘Telling It All’. His videos have been seen over five million times
  • 29. Now What?
  • 30. How to get involved.
    • The Four Step Process
    • Research and Learn
    • Develop a Strategy
    • Let Go (and embrace the change)
    • Participate
  • 31. Research and Learn.
  • 32. Free Listening Tools.
  • 33. Free Listening Tools.
  • 34. Free Listening Tools.
    • Blogsearch.google.com
    • Tweetbeep.com
    • Google.com/alerts
    • Boardreader.com
    • Backtype.com
  • 35. Advanced Listening.
  • 36. Comments on YOUR site
    • Do you have a public comments or feedback section on your site?
    • You do now!
    • Google.com/sidewiki
    • Brand vulnerability on a new scale
  • 37. Continually Monitor Social Media
    • Know what is being said all the time
    • DAILY (or more often), not monthly
    • Identify potential issues quickly
    • Address these issues with the consumer
    • Identify the top online influencers and reach out to them
  • 38. Develop a strategy.
  • 39. What is a social media strategy?
    • Reflective of your corporate purpose
    • Integrates with all customer touch points
    • Establishes protocols to follow
    • Identifies points of measurement
    • Allocates appropriate resources
    • Defines appropriate timelines
  • 40. As practical and important as your business or marketing strategy planning!
    • Similar processes to planning.
    • So why separate?
      • The significant cross-over among functions require a different perspective.
  • 41. What is a social media strategy?
  • 42. Social media strategy planning
    • What’s the point?
    • What is your relationship with the audience?
    • How does the audience use social media?
  • 43. Social media strategy planning
    • What is your differentiation?
    • How will you be human?
    • Metrics to measure success?
  • 44. Embrace change and PARTICIPATE.
  • 45.  
  • 46.  
  • 47. IN SUMMARY
  • 48. The New Media Strategy
    • Monitoring is not a monthly thing, it has to be done daily (if not more often)
    • Strategy first, tactics second
    • Know how you are going to address different types of conversations before they happen, and who is going to address them
    • Social media is not free, it takes time to monitor and engage. Before you jump in, make sure you are ready for the commitment.
  • 49. Interesting case study:
    • convinceandconvert.com (search for us speedskating) 
    • http://www.youtube.com/usspeedskating
    • http://www.facebook.com/USSpeedskating
    • http://twitter.com/USSpeedskating
    • www.Colbertnation.com
    • www.techrigy.com (social media monitoring tool)
  • 50.