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Social Graces


making the right impression in social spaces
hi, my name is   greg
i work for   crayon

a strategic consultancy that helps its
clients achieve positive change and
impact by joining the conv...
things you   probably already know
“social media describes the online
 technologies and practices that people use
to share opinions, insights, experiences, a...
social media to weather recession
“Conventional wisdom says that experimental media get cut in tough economic times. But
s...
shift happens
        Social Media Marketing Spend (budget) in 5 years' time (2012)

               10-25%                ...
we’re not really talking about   “social media”
communication   conversation
the sad truth about   communication
2007:

       77% of u.s. consumers                            can’t recall
         the name of a single new product


  ...
shout   louder?
fight   clutter with clutter?
photo: Steve Coulson (www.stevecoulson.com)
the web is the least effective
medium  ever  for traditional marketing
conversational marketing engages
“
marketing weary consumers through the
  power of community, dialogue and
            pa...
brands are built by              conversation




          Source: BrandChannel Top Brands 2006
the new rules for   conversation
five   new ways of thinking
harness the power of    small ideas




 planting seeds for your brand’s future
there are   no magic beans
littleAthingsExperimentation
 2008: Year of
               go a long way
connect the dots
Case Study
  starting a conversation with an
integrated social media    strategy
challenges:
• How do you introduce “yet another new piece of software”
  into an already crowded market of incumbents?
• H...
measuring the   impact
every touch is a   conversation starter




           try not to screw it up
square peg   meet round hole
square peg meet   round hole
0.2 marketing for a 2.0 world
a billboard can start a   conversation
    {even when you don’t want it to}
sex marks the spot
Good Morning Amy, Thank you for contacting Target;
unfortunately we are unable to respond to your inquiry
because Target d...
this story has a   happy ending
{well, i guess you could say it does}
a tv spot can start a    conversation
{unless you let it kill conversation instead}
have you met   dan@sprint.com?
missed opportunity calling on line 1
Dear Valued Customer,

Thank you for contacting Sprint. Thank you for sharing your
fe...
amplify, extend   & enhance
Case Study
turning a traditional marketing program
        into a conversation
“traditional digital” as a      starting point
• Panasonic created a promotional program where
  they invited 30 families ...
conversation as a pathway to community

                  1.0
                Website


                  2.0
            ...
recognize the power of   course correction




 turn haters into lovers by showing you care
maybe you’ve heard   this one before


                 +
social media   megaphone in action
there is power in the   buzzing crowd
57
awakens
  a sleeping giant
Response + Responsiveness
#5 in organic search results
real people in real time
can make a real difference
Response + Responsiveness
your ends should   match your socks




 conversations should actually make sense
70
conversations move beyond digital




don’t underestimate the power of the physical
digital conversations in the     physical world
 online social networks   vs.   mobile social software
tweet-ups: twitter meet-ups




photo credit: brian solis, taken at marketingprofs tweet-up @ the barking crab in boston, ...
eat

find   +   meet   +     do
i’ll leave it in   your hands




will you join the conversation?
let’s continue this               conversation
         company: www.crayonville.com
         blog:    www.gregverdino.com...
Social Graces (January 2009)
Social Graces (January 2009)
Social Graces (January 2009)
Social Graces (January 2009)
Social Graces (January 2009)
Social Graces (January 2009)
Social Graces (January 2009)
Social Graces (January 2009)
Social Graces (January 2009)
Social Graces (January 2009)
Social Graces (January 2009)
Social Graces (January 2009)
Social Graces (January 2009)
Social Graces (January 2009)
Social Graces (January 2009)
Social Graces (January 2009)
Social Graces (January 2009)
Social Graces (January 2009)
Social Graces (January 2009)
Social Graces (January 2009)
Social Graces (January 2009)
Social Graces (January 2009)
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Social Graces (January 2009)

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An updated version of my "Social Graces" social media marketing presentation created for a January 22, 2009 MarketingProfs.com webinar.

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Transcript of "Social Graces (January 2009)"

  1. 1. Social Graces making the right impression in social spaces
  2. 2. hi, my name is greg
  3. 3. i work for crayon a strategic consultancy that helps its clients achieve positive change and impact by joining the conversation.
  4. 4. things you probably already know
  5. 5. “social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other. Social media can take many different forms, including text, images, audio, and video. Popular social mediums include blogs, message boards, podcasts, wikis, and vlogs.” {wikipedia.org}
  6. 6. social media to weather recession “Conventional wisdom says that experimental media get cut in tough economic times. But social applications like communities, social networking sites, and word-of-mouth marketing are proving themselves, and they depend on an abundant resource — your customers — rather than a scarce one — advertising dollars. In a recession, social applications with measurable results will pay off.” - Josh Bernoff, Forrester Research – February 6, 2008
  7. 7. shift happens Social Media Marketing Spend (budget) in 5 years' time (2012) 10-25% Over 25% 25% 16% Zero 3% 10%+ 41% 0-5% 5-10% 24% 32% Source: SNCR, Jaffe Conversational Marketing Survey, 2007
  8. 8. we’re not really talking about “social media”
  9. 9. communication conversation
  10. 10. the sad truth about communication
  11. 11. 2007: 77% of u.s. consumers can’t recall the name of a single new product what’s a marketer to do? source: comscore/schneider/stagnito communications / iri most memorable new product launch survey
  12. 12. shout louder?
  13. 13. fight clutter with clutter?
  14. 14. photo: Steve Coulson (www.stevecoulson.com)
  15. 15. the web is the least effective medium ever for traditional marketing
  16. 16. conversational marketing engages “ marketing weary consumers through the power of community, dialogue and partnership .” {joseph jaffe, join the conversation}
  17. 17. brands are built by conversation Source: BrandChannel Top Brands 2006
  18. 18. the new rules for conversation
  19. 19. five new ways of thinking
  20. 20. harness the power of small ideas planting seeds for your brand’s future
  21. 21. there are no magic beans
  22. 22. littleAthingsExperimentation 2008: Year of go a long way
  23. 23. connect the dots
  24. 24. Case Study starting a conversation with an integrated social media strategy
  25. 25. challenges: • How do you introduce “yet another new piece of software” into an already crowded market of incumbents? • How do you seed a new idea to a skeptical and marketing- weary universe of “influencers”? the crayon solution: • Directly engage early adopters with a combination of incentives for immediate trial and active social media engagement to stimulate interest, usage and conversation • Instead of “telling” people about ooVoo (“end”), let them use it to create an experience (“means to an end”) • “Demonstrate”, “empower” and “involve” audience with ooVoo as a conversation catalyst or conduit
  26. 26. measuring the impact
  27. 27. every touch is a conversation starter try not to screw it up
  28. 28. square peg meet round hole
  29. 29. square peg meet round hole 0.2 marketing for a 2.0 world
  30. 30. a billboard can start a conversation {even when you don’t want it to}
  31. 31. sex marks the spot
  32. 32. Good Morning Amy, Thank you for contacting Target; unfortunately we are unable to respond to your inquiry because Target does not participate with non-traditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest. Once again thank you for your interest, and have a nice day.
  33. 33. this story has a happy ending {well, i guess you could say it does}
  34. 34. a tv spot can start a conversation {unless you let it kill conversation instead}
  35. 35. have you met dan@sprint.com?
  36. 36. missed opportunity calling on line 1 Dear Valued Customer, Thank you for contacting Sprint. Thank you for sharing your feedback on the new commercial featuring Dan Hesse. We will pass your feedback on to the appropriate group. We really do appreciate you taking the time to voice your opinion. Thank you again for contacting Sprint. We appreciate your business. Sincerely, Teri W. Sprint
  37. 37. amplify, extend & enhance
  38. 38. Case Study turning a traditional marketing program into a conversation
  39. 39. “traditional digital” as a starting point • Panasonic created a promotional program where they invited 30 families to “live in high definition” through (un)wiring them with a bundle of premium, high definition products (tv, blu-ray, still camera, digital camcorder, etc.) • Panasonic engaged crayon to help evolve this program from a campaign to a commitment and in doing so, create a fully-functioning and self- sustaining community of like-minded consumers.
  40. 40. conversation as a pathway to community 1.0 Website 2.0 Conversation Hub 3.0 Community
  41. 41. recognize the power of course correction turn haters into lovers by showing you care
  42. 42. maybe you’ve heard this one before +
  43. 43. social media megaphone in action
  44. 44. there is power in the buzzing crowd
  45. 45. 57
  46. 46. awakens a sleeping giant Response + Responsiveness
  47. 47. #5 in organic search results
  48. 48. real people in real time can make a real difference
  49. 49. Response + Responsiveness
  50. 50. your ends should match your socks conversations should actually make sense
  51. 51. 70
  52. 52. conversations move beyond digital don’t underestimate the power of the physical
  53. 53. digital conversations in the physical world online social networks vs. mobile social software
  54. 54. tweet-ups: twitter meet-ups photo credit: brian solis, taken at marketingprofs tweet-up @ the barking crab in boston, usa
  55. 55. eat find + meet + do
  56. 56. i’ll leave it in your hands will you join the conversation?
  57. 57. let’s continue this conversation company: www.crayonville.com blog: www.gregverdino.com twitter: @gregverdino email: greg@crayonville.com photo: Brian Solis (www.briansolis.com)
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