Now Is Gone February 21, 2008

Part I: Why Should You Care?

What Hath Web 2.0 Wrought?

Adoption Hits Early Majority Phase

Cisco’s Marketing Effort

McKinsey Global Survey Shows Businesses Are Engaging in Social Media

Impact on PR NEW: Symbiotic relationship w/ traditional media: Welcome to the Fifth Estate Social Media returns PR to its core mission: Building goodwill with stakeholders Can have dynamic impact on business Old methods don’t work New relational engagement strategies required

NEW: Symbiotic relationship w/ traditional media: Welcome to the Fifth Estate

Social Media returns PR to its core mission: Building goodwill with stakeholders

Can have dynamic impact on business

Old methods don’t work

New relational engagement strategies required

Part II: New Media Ready?

The New Set of Stakeholders

Necessary Steps to Get Ready for Social Media Does your community gather information online? Give up control of the message Community participation attitude Committing the right resources are a must Ethics and transparency NEW : Expectations… Organic vs. now

Does your community gather information online?

Give up control of the message

Community participation attitude

Committing the right resources are a must

Ethics and transparency

NEW : Expectations… Organic vs. now

Dell Case Study From Hell To Heaven

From Hell

To Heaven

Southwest Airlines Case Study

Part III: Building a Successful New Media Effort

Research: Focus on the Community’s Interests Research: Technorati, del.icio.us, StumbleUpon and Digg Identify the social network Back Channel Read and participate Identify top market concerns and issues

NEW: Outcomes and Measurement Why do it if you don’t know what you want to achieve? Determine outcomes now: Changed perception? ROI? Influence or relationships? Assign measurement Measurement tools

Why do it if you don’t know what you want to achieve?

Determine outcomes now:

Changed perception?

ROI?

Influence or relationships?

Assign measurement

Measurement tools

The Editorial Mission Your company is now a media generator Great content serves interests Tangents create content opportunities Tie your subject matter expertise to your stakeholders’ interests Result: Valuable information Codify it in writing, but remain flexible

Your company is now a media generator

Great content serves interests

Tangents create content opportunities

Tie your subject matter expertise to your stakeholders’ interests

Result: Valuable information

Codify it in writing, but remain flexible

Who and What Individual community manager vs. team CEO blogs and transparency Schedules Flexibility for events

Individual community manager vs. team

CEO blogs and transparency

Schedules

Flexibility for events

Compel Stakeholders with Great Content Every Time!!!

Case Studies Goodwill’s Fashionista ED in ’08

Goodwill’s Fashionista

ED in ’08

Promoting Your Effort

Engaging Your Community Participation is marketing RSS and SM tag based marketing Social network participation Traditional media relations Blogger relations Social media releases Old tactics

Participation is marketing

RSS and SM tag based marketing

Social network participation

Traditional media relations

Blogger relations

Social media releases

Old tactics

Coca-Cola Virtual Thirst

SeaWorld Case Study

Geez. Politics! Obama Engages Ron Paul Rai$es

Obama Engages

Ron Paul Rai$es

Evolving Your Social Media Effort

Think Liquid

Seven Principles of Community Building Give up control of the message Honesty, ethics and transparency Participation is marketing Audiences versus communities Strategy: Build value Create fantastic content Manage your media forms Full write-up at tinyurl.com/2ax5d3

Give up control of the message

Honesty, ethics and transparency

Participation is marketing

Audiences versus communities

Strategy: Build value

Create fantastic content

Manage your media forms

Full write-up at tinyurl.com/2ax5d3

GM’s Reinvigorated Effort

Thank you Let’s discuss!

Let’s discuss!