Social Media: Evolution to Execution

Slide 1: 1 Social Media: Evolution to Execution PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 2: 2 Beyond Just Acknowledging It… PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 3: 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) PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 4: 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 PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 5: 5 Social Media: Evolution to Execution How do we use social media? What are the issues surrounding executing social media ideas? What can social media do for brand communications? PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 6: 6 Connected Through Social Media… David Armano Rohit Bhargava Noah Brier VP, Experience Design VP, Interactive Marketing Naked Communications Critical Mass Ogilvy Public Relations Author of Noahbrier.com Author of Logic+Emotion Author of Influential Marketing Blog PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 7: 7 David Armano VP, Experience Design Critical Mass Author of Logic+Emotion PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 8: 8 The Lines Have Blurred. We’re All Marketers. PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 9: 9 But “Professional” Marketers Have An Image Problem PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 10: 10 The Root Cause of the Problem Addiction To Bright + Shiny Objects PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 11: 11 “Web 2.0” Is The Mother of all Bright + Shiny Objects PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 12: 12 Symptoms Of B.S.O.S. (Bright + Shiny Object Syndrome) -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 PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 13: 13 Prognosis: Inability To Effectively Guide Clients PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 14: 14 Rx: Empathy. Understanding. Openness. 1 2 Investigating Talking + Walking With People (3rd party research, reports, etc.) (ethnography, observation, etc.) 3 4 Learning By Doing Sharing What We Know (experimentation, usage, adoption) (connectivity, shared experiences + knowledge) PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 15: 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? PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 16: 16 Why? Because Marketing Isn’t A Drive Through McMenu PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 17: 17 …It’s An Ecosystem PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 18: 18 Noah Brier Naked Communications Author Noahbrier.com PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 19: 19 PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 32: 32 Rohit Bhargava VP, Interactive Marketing Ogilvy Public Relations Author Influential Marketing Blog PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 33: 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 PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 34: 34 Everything is Connected Rohit Bhargava www.influentialmarketingblog.com PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 35: 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 PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 36: 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 PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 37: 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/ PROMO Live, 2007 – Social Media: Evolution to Execution

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