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 …

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 herbsawyer@gmail.com

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

Transcript

  • 1. Social Media: Evolution to Execution
  • 2. Beyond Just Acknowledging It…
  • 3. My Mother Terrifies Me (as an advertiser; as her son, she is a wonderful mother)
    • Rural Iowa
    • Dial Up Internet
    • Still calls me to fix the time on the microwave and VCR and DVD player
    • Has not bought a new piece of technology herself in the last 30 years
    • HAS LEFT BLOG COMMENTS
    • (not on my blog)
  • 4. Why My Mother Terrifies You (as a company; as a person she is a wonderful woman)
    • Runs A Middle School Special Education Program
    • PTA Leader
    • Church group leader
    • She tells you more things about her day than you need to know (still love her though)
    • Blog comments were about her faulty windows
  • 5.
    • How do we use social media?
    • What are the issues surrounding executing social media ideas?
    • What can social media do for brand communications?
    Social Media: Evolution to Execution
  • 6. Connected Through Social Media… David Armano VP, Experience Design Critical Mass Author of Logic+Emotion Noah Brier Naked Communications Author of Noahbrier.com Rohit Bhargava VP, Interactive Marketing Ogilvy Public Relations Author of Influential Marketing Blog
  • 7. David Armano VP, Experience Design Critical Mass Author of Logic+Emotion
  • 8. The Lines Have Blurred. We’re All Marketers.
  • 9. But “Professional” Marketers Have An Image Problem
  • 10. The Root Cause of the Problem Addiction To Bright + Shiny Objects
  • 11. “Web 2.0” Is The Mother of all Bright + Shiny Objects
  • 12. Symptoms Of B.S.O.S. ( B right + S hiny O bject S yndrome)
    • -A soft spot for buzzwords
    • -A disposition to regurgitate the latest buzzwords you just overheard
    • -An insatiable desire to sell “the latest thing” to clients
    • -A tendency to believe the hype , without investigating for yourself
    • -A tendency to dismiss without investigating for yourself
    • -Excess use of the word “ viral ” viral…viral…viral.. viral…
    • -Lack of interest in research or first hand experience
    • -Total disregard for customer , brand or business needs
  • 13. Prognosis: Inability To Effectively Guide Clients
  • 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. 10 Questions For The Agency Executive
    • 1. Do you read blogs ? Which ones?
    • 2. Do you have a personal blog ? What's it about?
    • 3. Do you participate in at least one social network ? Which one?
    • 4. Have you ever uploaded a video online? What did you use to do it?
    • 5. What's your favorite search engine . Why?
    • 6. Have you ever used an online classified service like craigslist?
    • 7. Besides making phone calls— how else do you use your mobile phone?
    • 8. Have you ever registered a domain name ?
    • 9. Do you use social bookmarks or tagging ?
    • 10. Do you use a feed reader of some sort? Which one ? Why?
  • 16. Why? Because Marketing Isn’t A Drive Through McMenu
  • 17. … It’s An Ecosystem
  • 18. Noah Brier Naked Communications Author Noahbrier.com
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  • 32. Rohit Bhargava VP, Interactive Marketing Ogilvy Public Relations Author Influential Marketing Blog
  • 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 www.influentialmarketingblog.com
  • 34. Everything is Connected Rohit Bhargava www.influentialmarketingblog.com
  • 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 www.influentialmarketingblog.com
  • 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 www.influentialmarketingblog.com
  • 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 - http://darmano.typepad.com/ Noah Brier - http://www.noahbrier.com/ Rohit Bhargava - http://rohitbhargava.typepad.com/ Herb Sawyer - http://www.herbsawyer.com/