Social Media: Evolution to Execution


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Social Media: Evolution to Execution panel presentation presented 9.19.07 @ PROMO Live conference. Panelist - David Armano, Noah Brier, Rohit Bhargave. Moderated by Herb Sawyer. For more info email

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  • Thanks for showing up. Social Media brought this panel together. Blog groupy/giddy.
  • Social Media: Evolution to Execution

    1. 1. Social Media: Evolution to Execution
    2. 2. Beyond Just Acknowledging It…
    3. 3. My Mother Terrifies Me (as an advertiser; as her son, she is a wonderful mother) <ul><li>Rural Iowa </li></ul><ul><li>Dial Up Internet </li></ul><ul><li>Still calls me to fix the time on the microwave and VCR and DVD player </li></ul><ul><li>Has not bought a new piece of technology herself in the last 30 years </li></ul><ul><li>HAS LEFT BLOG COMMENTS </li></ul><ul><li>(not on my blog) </li></ul>
    4. 4. Why My Mother Terrifies You (as a company; as a person she is a wonderful woman) <ul><li>Runs A Middle School Special Education Program </li></ul><ul><li>PTA Leader </li></ul><ul><li>Church group leader </li></ul><ul><li>She tells you more things about her day than you need to know (still love her though) </li></ul><ul><li>Blog comments were about her faulty windows </li></ul>
    5. 5. <ul><li>How do we use social media? </li></ul><ul><li>What are the issues surrounding executing social media ideas? </li></ul><ul><li>What can social media do for brand communications? </li></ul>Social Media: Evolution to Execution
    6. 6. Connected Through Social Media… David Armano VP, Experience Design Critical Mass Author of Logic+Emotion Noah Brier Naked Communications Author of Rohit Bhargava VP, Interactive Marketing Ogilvy Public Relations Author of Influential Marketing Blog
    7. 7. David Armano VP, Experience Design Critical Mass Author of Logic+Emotion
    8. 8. The Lines Have Blurred. We’re All Marketers.
    9. 9. But “Professional” Marketers Have An Image Problem
    10. 10. The Root Cause of the Problem Addiction To Bright + Shiny Objects
    11. 11. “Web 2.0” Is The Mother of all Bright + Shiny Objects
    12. 12. Symptoms Of B.S.O.S. ( B right + S hiny O bject S yndrome) <ul><li>-A soft spot for buzzwords </li></ul><ul><li>-A disposition to regurgitate the latest buzzwords you just overheard </li></ul><ul><li>-An insatiable desire to sell “the latest thing” to clients </li></ul><ul><li>-A tendency to believe the hype , without investigating for yourself </li></ul><ul><li>-A tendency to dismiss without investigating for yourself </li></ul><ul><li>-Excess use of the word “ viral ” viral…viral…viral.. viral… </li></ul><ul><li>-Lack of interest in research or first hand experience </li></ul><ul><li>-Total disregard for customer , brand or business needs </li></ul>
    13. 13. Prognosis: Inability To Effectively Guide Clients
    14. 14. Rx: Empathy. Understanding. Openness. Investigating (3rd party research, reports, etc.) Talking + Walking With People (ethnography, observation, etc.) Sharing What We Know (connectivity, shared experiences + knowledge) Learning By Doing (experimentation, usage, adoption) 1 2 3 4
    15. 15. 10 Questions For The Agency Executive <ul><li>1. Do you read blogs ? Which ones? </li></ul><ul><li>2. Do you have a personal blog ? What's it about? </li></ul><ul><li>3. Do you participate in at least one social network ? Which one? </li></ul><ul><li>4. Have you ever uploaded a video online? What did you use to do it? </li></ul><ul><li>5. What's your favorite search engine . Why? </li></ul><ul><li>6. Have you ever used an online classified service like craigslist? </li></ul><ul><li>7. Besides making phone calls— how else do you use your mobile phone? </li></ul><ul><li>8. Have you ever registered a domain name ? </li></ul><ul><li>9. Do you use social bookmarks or tagging ? </li></ul><ul><li>10. Do you use a feed reader of some sort? Which one ? Why? </li></ul>
    16. 16. Why? Because Marketing Isn’t A Drive Through McMenu
    17. 17. … It’s An Ecosystem
    18. 18. Noah Brier Naked Communications Author
    19. 32. Rohit Bhargava VP, Interactive Marketing Ogilvy Public Relations Author Influential Marketing Blog
    20. 33. What’s Changing? Your secrets are not secrets Falling asleep on a couch is bad Faceless doesn’t work anymore Herb’s mom reads blogs Familiarity is not required for trust Rohit Bhargava
    21. 34. Everything is Connected Rohit Bhargava
    22. 35. Which means … Transparency doesn’t work for a-holes Active listening requires participation The encyclopedia of perception is truth Co-creation is the new innovation Impressions are meaningless Rohit Bhargava
    23. 36. 5 Counterintuitive Lessons Screw up with style Admit you are marketing Hook your campaign to identity Don’t automatically start a blog Have a personality and use it Rohit Bhargava
    24. 37. Social Media: Evolution to Execution This panel on social media was brought together through the power of social media. Through blogs, blog comments and twitter I was able to “meet” today’s panelist. The blogosphere has some excellent thought leaders on social media and I am very thankful for today’s panelist to take time to be a part of today’s event. To continue to follow the panelist’s thought leadership views on social media check out their blogs (be sure to leave a comment) and follow their twitter feeds. David Armano - Noah Brier - Rohit Bhargava - Herb Sawyer -
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