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CREATING CONVERSATION
THE IMAGE GROUP / HOLLAND MI
LAYNE FULLER - ACCOUNT MANAGER
PAUL HART - WEB CREATIVE DIRECTOR
MATT SCHLIENTZ - PARTNER
INTRODUCTIONS
MATT SCHLIENTZ
@mattschlientz facebook.com/mattschlientz
mattschlientz.com
PAUL HART
delicious.com/pablohart
(screenshot) (screenshot)
flickr.com/hartville
@pablohart
LAYNE FULLER
tumblr.com/laynefuller
@laynefuller linkedin.com/laynefuller
www.imagegroup.com
(screenshot) (screenshot)
@imagegroup
imagegroup.com/blog flickr.com/imagegroup vimeo.com/imagegroup
THE IMAGE GROUP
AGENDA
1. Marketing and branding
2. Understanding your audience
3. Social media for marketing and branding
4. Creating a social media strategy
BHAGs
Advanced Placement
Charter Schools
Dual Enrollment
Home Schooling
Inter-district Schools of Choice
Magnet Programs
No Child Left Behind
K-12 EDU MARKETPLACE
Private Scholarships
Private Schools
Tuition Tax Credit
Virtual Learning
Voucher Programs
Teachers
Tax Dollars
K-12 EDU MARKETPLACE
CLUTTER & NOISE
MARKETING MESSAGES/YEAR
1,000,000
MARKETING MESSAGES/DAY
3,000
MARKETING MESSAGES AT
THE SUPERMARKET
10,000
TV COMMERCIALS PERYEAR
20,000
NEWSPAPER ADS PER ISSUE
00+
1
EXPLOSION OF CHOICES
Consumers are now overloaded with options.
1970 Today
Magazines 300 800
New Book Titles 40,000 80,000
T.V. Channels 3 118.6*
Radio Stations 7,000 16,000
New Movies 260 450
Different Types of Running
Shoes
5 285
Internet Users and Websites 0
1 billion internet users
162 million websites
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3,000 PER DAY
your ad
is here
3,000 PER DAY
your ad
is here
CLUTTER & NOISE
Frequency Frequency Frequency Frequency
Frequency Frequency Frequency Frequency
Frequency Frequency Frequency Frequency
Frequency Frequency Frequency Frequency
Frequency Frequency Frequency Frequency
Frequency Frequency Frequency Frequency
Frequency Frequency Frequency Frequency
Frequency Frequency Frequency Frequency
Frequency Frequency Frequency Frequency
Frequency Frequency Frequency Frequency
Frequency Frequency Frequency Frequency
Frequency Frequency Frequency Frequency
IDEAS ACCEPTED AFTER 6X
62%
FORGET AFTER A DAY
25%
FORGET AFTER 7 DAYS
97%
POWER OF REPETITION
Max Sutherland & Alice K. Sylvester, Advertising and the Mind of the Consumer, (Allen & Unwin, 2000) pages 6-9
1926 BRAND
LEADERS
www.secondwindonline.com
BRAND LEADERS
2008
Source: Anthony P. Mikes and Second Wind Ltd.
SOUP
SOFT DRINK
CANNED FRUIT
FILM
APPLIANCES
TIRES
CRACKERS
CHEWING GUM
www.secondwindonline.com
2008 BRAND
LEADERS
BRAND LEADERS
2008
Source: Anthony P. Mikes and Second Wind Ltd.
SOUP
SOFT DRINK
CANNED FRUIT
FILM
APPLIANCES
TIRES
CRACKERS
CHEWING GUM
NEW JOBTITLE
• Senior Vice President of Marketing
• Brand Manager
• Cultural Anthropologist
• Customer Advocate
• Change Agent
• Director of Listening
• Conversation Facilitation Officer
SURVIVAL
SURVIVAL
• How are you going to be heard?
• How are you going to get noticed?
• How are you going to stay ahead of your
competition?
• How are you going to grow in mindshare and
market share?
SURVIVAL
• Prepare a plan
• Listen to your customers
• Respond in calculated and progressive ways
• Show up and go on offense with your game plan
• Enjoy the journey
MARKETING BACKGROUND
Conduct Business Review
1
Identify Challenges & Opportunities
2
MARKETING PLAN
Establish Objectives
3
Determine Target Markets & Marketing Objectives
4
Set Plan Strategies – Positioning & Marketing
5
Analyze Communication Goals
6
Define Tactical Marketing Mix Tools
7
Create Marketing Plan Budget & Calendar
8
MARKETING EXECUTION Execute
9
MARKETING EVALUATION Evaluate
10
10-STEP MARKETING PLAN
Roman G. Hiebing JR, ScottW. Cooper,The One-Day Marketing Plan, (NTC Business Books, 1992)
“THINK BIG,
STAY FOCUSED,
NEVER, NEVER QUIT”
MARKETING DEFINITION
AGENDA
1. Marketing and branding
2. Understanding your audience
3. Social media for marketing and branding
4. Creating a social media strategy
THE GEN-X PARENT
— NEIL HOWE &WILLIAM STRAUSS
“OVER THE PAST DECADE, GEN-XERS
HAVE BEEN TAKING OVER FROM
BOOMERS AS THE MAJORITY OF
K-12 PARENTS.
GEN-X PARENTS AND BOOMER PARENTS
BELONG TO TWO NEIGHBORING
GENERATIONS, EACH POSSESSING THEIR
OWN LOCATION IN HISTORY AND THEIR
OWN PEER PERSONALITY.
Millennials & K-12 Schools: Educational Strategies for a New Generation
THEY’RE NOT BOOMERS
• Personally attached, protective and directive
of their children.
• Oriented toward their kids when voting and
volunteering.
• Less trusting of educators and less idealistic
about education.
• Sensitive to prices and more insistent on choice.
• Less patient and respectful as problem solvers.
Millennials & K-12 Schools: Educational Strategies for a New Generation
HELICOPTER MOM
ABC News, 20/20, August 2009
http://www.youtube.com/watch?v=n-hz9juzdTM
ACTION STEPS
1. Assume no trust.
2. Stress accountability and contribution.
3. Offer data, standards, transparency, and ROI.
4. Offer real-time service.
5. Enable parent choice.
6. Prepare for the modular “opt-out” consumer.
Millennials & K-12 Schools: Educational Strategies for a New Generation
— NEIL HOWE &WILLIAM STRAUSS
“IN THIS ERA OF ACCOUNTABILITY,
K-12 LEADERS NEED TO FACE UP
TO THE RISING TIDE OF
GEN-X PARENTS.
SCHOOLS THAT FIGURE IT OUT,
COLLECT THE RIGHT DATA,
AND MARKET THEMSELVES
INTELLIGENTLY TO THIS NEW
GENERATION OF PARENTS WILL
BE ABLE TO BRAND THEMSELVES
FOR SUCCESS IN THE DECADES AHEAD.”
Millennials & K-12 Schools: Educational Strategies for a New Generation
GEN-Y
“Millennials”
GEN-Y
HONORTHY AUDIENCE
IT’S NOT ABOUT YOU.
A
B
Friend
Online
Visit
Pass It On
COMMUNICATION CYCLE
—KATHY SIERRA
GAME DEVELOPER AND AUTHOR
DON’T ASK HOW YOU CAN
GET MORE TRAFFIC
WORRY ABOUT HOW TO
MAKE THE USER EXPERIENCE GOOD.
Creating Conversation (A Social Media presentation by The Image Group: CHESPRA, 2009)
“Delightful!”
Provider
You User
Consumer
What are you serving up?
Creating Conversation (A Social Media presentation by The Image Group: CHESPRA, 2009)
Creating Conversation (A Social Media presentation by The Image Group: CHESPRA, 2009)
Creating Conversation (A Social Media presentation by The Image Group: CHESPRA, 2009)
Attract Inform Invoke
GO
“Delightful!”
Creating Conversation (A Social Media presentation by The Image Group: CHESPRA, 2009)
Creating Conversation (A Social Media presentation by The Image Group: CHESPRA, 2009)
Brochure
WEB 1.0
“Brochure-ware”
News
News
Google
http://www.sitename.com/
Page Title
Logo
© School Name 1-800-555-1212 | Sitemap | Privacy Policy | Contact Us
About Us | Academics | Admissions | Schools | Athletics
Image
Registration Day August 20, 2009
Lorem Ipsum >
Lorem ipsum sit amet,
consectetuer adipiscing elit, sed
diam nonummy.
Read More >
Lorem ipsum dolor sit,
consectetuer adipiscing
elit, sed diam nonummy
nibh euismod tincidunt ut
laoreet dolore magna
aliquam erat volutpat.
Read More >
Home | News | Employment | Contact Us
Join Us! Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Read More >
Image
Dolor Sit Amet >
Lorem ipsum sit amet,
consectetuer adipiscing elit
adipiscing elit, sed diam
nonummy.
Read More >
Image
Consectetuer Elit >
Lorem ipsum sit amet,
consectetuer adipiscing elit,
sed diam consectetuer
adipiscing elit nonummy.
Read More >
Lorem Ipsum Dolor Sit
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam.
I Want To...
Apply
Visit a school
Explore academics
Learn about scholarships
Find a teacher
Sign up for classes
Image
Read More >
WEB 2.0
News
News
Google
http://www.sitename.com/
Page Title
Logo
© School Name 1-800-555-1212 | Sitemap | Privacy Policy | Contact Us
About Us | Academics | Admissions | Schools | Athletics
Image
Registration Day August 20, 2009
Lorem Ipsum >
Lorem ipsum sit amet,
consectetuer adipiscing elit, sed
diam nonummy.
Read More >
Lorem ipsum dolor sit,
consectetuer adipiscing
elit, sed diam nonummy
nibh euismod tincidunt ut
laoreet dolore magna
aliquam erat volutpat.
Read More >
Home | News | Employment | Contact Us
Join Us! Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Read More >
Image
Dolor Sit Amet >
Lorem ipsum sit amet,
consectetuer adipiscing elit
adipiscing elit, sed diam
nonummy.
Read More >
Image
Consectetuer Elit >
Lorem ipsum sit amet,
consectetuer adipiscing elit,
sed diam consectetuer
adipiscing elit nonummy.
Read More >
Lorem Ipsum Dolor Sit
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam.
I Want To...
Apply
Visit a school
Explore academics
Learn about scholarships
Find a teacher
Sign up for classes
Image
Read More >
BREAK
AGENDA
1. Marketing and branding
2. Understanding your audience
3. Social media for marketing and branding
4. Creating a social media strategy
LET’STALK SOCIAL MEDIA
Your experiences with social media
Why you should care about social media
Tools and best practices
SURVEY
RESULTS
and the
survey
says...
0
4
8
11
15
Ning Blog Twitter Flickr YouTube LinkedIn Facebook
CHESPRA SOCIAL MEDIA EXPERIENCE
Never I think I've signed up
Monthly Use it weekly
Use it daily
CHESPRA Survey, ©TheImageGroup, November 2009
47% USE FACEBOOK DAILY
CHESPRA Survey, ©TheImageGroup, November 2009
53% NEVER USETWITTER
CHESPRA Survey, ©TheImageGroup, November 2009
93% NEVER USE NING
CHESPRA Survey, ©TheImageGroup, November 2009
67% NEVER USE A BLOG
CHESPRA Survey, ©TheImageGroup, November 2009
7%
20%
60%
13%
TIME SPENT ON SOCIAL MEDIA
None A few hours a month
2-5 hours a week At least an hour a day
I never log off! CHESPRA Survey, ©TheImageGroup, November 2009
SOCIAL
MEDIA
CONCERNS
EXPERIENCE:
THAT MOST BRUTAL OF
TEACHERS.
—C.S. LEWIS
BUT YOU LEARN, MY
GOD DO YOU LEARN.
Conversation Prism, Solis 2008
Niche Networks
Crowd-sourcing
Wikis Blogging
Podcasting
Video Social Networking
Music Pictures
Lifestreams
Events
Social Bookmarks
http://twittown.com/
SUCCESS
5 WORST EXCUSES
I don’t have anything to say.
I can’t say anything meaningful in 140
characters.
I don’t have time.
I’m not interested in hearing about what
people are eating for breakfast.
It’s a waste of time.
THE SOCIAL REVOLUTION
THE BOTTOM LINE
It is not a fad.
(and it is not new either.)
Creating Conversation (A Social Media presentation by The Image Group: CHESPRA, 2009)
ADDRESSEDTO: MISS ROBERTS,THE GARDENS, EXETER HALL, PRESTON, LANCS
“I HAVE RETURNED HERE SAFE,
WILL WRITE YOU TOMORROW.
TED WALKED WITH ME TO FLINT
THIS MORNING, HE IS STAYING HOME
ANOTHER WEEK.
I SUPPOSE YOU GOT P.C. THIS MORN.”
—WILL
http://www.mmu.ac.uk/news/news-items/news-detail.php?id=1119
173
WHY CARE?
People are already talking about you.
Are you listening?
THE AVERAGE AGE OF
ATWITTER USER
31
Pew Internet & American Life Project, December 2008
FACEBOOK’S FASTEST
GROWING POPULATION.
50+
Pew Internet & American Life Project, December 2008
AGE RANGE OFTHOSE “MOST
INFLUENCED” BY SOCIAL MEDIA.
26-35
New Media, New Influencers and Implications for Public Relations; © 2008 Society for New Communications Research
INCOME RANGE OFTHOSE “MOST
INFLUENCED” BY SOCIAL MEDIA.
50-90k
New Media, New Influencers and Implications for Public Relations; © 2008 Society for New Communications Research
ADULTS WITH
‘SOME COLLEGE’ EDUCATION.
Pew Internet & American Life Project, December 2008
41%
AGES OFTHOSE MOST LIKELYTO
READ AND WRITE BLOGS
Pew Internet & American Life Project, Generations Online January, 2008
12-32
TEENS WHOTALKVIA SOCIAL
NETWORKS WITH FRIENDS
Pew Internet & American Life Project, Teens and Technology, January, 2007
47%
GenBuy, 2009
GEN Y WILL CONTINUE
TO TURN TRADITIONAL
SALES AND MARKETING
UPSIDE DOWN.
TOOLS
TWITTER RSS
NING FACEBOOK FLICKR
FACEBOOK
BAYLOR SCHOOL
Chattanooga, TN
BAYLOR
SCHOOL
• 1,247 fans
• 40% females
ages 35-44
• 10-20 minutes/day
mStoner Blog, October 28, 2009
—BARBARA KENNEDY
ASSOCIATE VP FOR EXTERNAL AFFAIRS
“I’M A 25-YEAR PR VETERAN AND I
KNEW I HAD TO ADJUST TO THESE
CHANGES MYSELF.
AND I KNOW OUR AUDIENCES EXPECT
US TO COMMUNICATE THIS WAY.”
mStoner Blog, October 28, 2009
Medical School
Wanted to create community of
first year students before the fall
semester.
THE PROBLEM
Created Facebook groups for
new students.
THE SOLUTION
100% participation
THE RESULTS
Creating Conversation (A Social Media presentation by The Image Group: CHESPRA, 2009)
TWITTER
BEAVER COUNTRY DAY SCHOOL
Brookline, MA
—JAN DEVEREUX
BCDS DIRECTOR OF COMMUNICATIONS
“THE [SOCIAL MEDIA] PURPOSE
IS TWO-FOLD:
TO PROMOTE CONNECTIONS WITH
AND AMONG MEMBERS OF THE
COMMUNITY (HOPEFULLY RESULTING IN
INCREASE FINANCIAL SUPPORT AND
SCHOOLS SPIRIT) AND TO ENHANCE
OUR BRAND IMAGE.”
mStoner Blog, October 28, 2009
• 283 followers
• Posts
✓ Events
✓ Interesting general
education info
✓ Student work
@BCDSCHOOL
The Boston Globe, 5 November 2009
http://www.boston.com/ae/books/blog/2009/11/school_lures_au.html
—MATT CLOBRIDGE,
BCDS COMMUNICATIONS AND TWITTER/FACEBOOK MANAGER
“PEOPLE HAVE BEEN RESPECTFUL
AND HAVEN’T [MADE SNIDE
WALL POSTS OR NEGATIVE
BLOG COMMENTS]”
mStoner Blog, October 28, 2009
NORTHVANCOUVER SCHOOL
DISTRICT
North Vancouver, BC
@NVSD44
• 174 followers
• Using lists to
show approved
NVSD people on
Twitter
UNIVERSITY OF MINNESOTA
Carlson MBA program
Needed to make direct contact
with potential students
THE PROBLEM
Twitter account @carlsonMBA to
answer questions and engage with
potential students in real-time.
THE SOLUTION
Increase in Applications
THE RESULTS
Creating Conversation (A Social Media presentation by The Image Group: CHESPRA, 2009)
NING
SUNY
New Paltz campus
Created private online
community: Cafe New Paltz.
THE SOLUTION
Increased “highest selectivity”
deposits from 30% to 37%
THE RESULTS
Wanted to increase the academic
quality of incoming class.
THE PROBLEM
Creating Conversation (A Social Media presentation by The Image Group: CHESPRA, 2009)
Creating Conversation (A Social Media presentation by The Image Group: CHESPRA, 2009)
NORTHFIELD MOUNT HERMON
Mount Hermon, MA
• 674,470 views
• 2,500 views daily
• Posts
✓ Events
✓ Athletics
✓ Student work
✓ Classroom/campus
Etc...
NMHPHOTOS
www.flickr.com/photos/nmhphotos/
—HEATHER SULLIVAN
DIRECTOR OF COMMUNICATIONS AND MARKETING
“I CAN’T IMAGE US BEING ABLE TO PULL
THIS OFF IF WE HADN’T STARTED WITH
A DYNAMIC TEAM OF PEOPLE WHO
WERE (AND STILL ARE) ALREADY
INTERESTED IN SOCIAL MEDIA.
INVEST IN THINKING AND TEAMWORK
UP FRONT ABOUT WHAT YOU ARE
GOING TO DO.”
mStoner Blog, October 28, 2009
POUDRE
SCHOOL
DISTRICT
• 302 photos
• Student work
LANSING
SCHOOL
DISTRICT
• 2,653 photos
• Categories:
✓ Class
✓ Activities
✓ Athletics
Creating Conversation (A Social Media presentation by The Image Group: CHESPRA, 2009)
EVERGREEN SCHOOL DISTRICT
San Jose, CA
• 306 views
• Started: Feb 09
• Videos
✓ Student work
✓ Events
✓ Principal profiles
YOUTUBE
CHANNEL
Oil City, PA
YOUTUBE
CHANNEL
• 7,975 views
• Videos
✓ Homecoming
✓ Student filmmakers
✓ Band/theatre
Etc...
VIMEO
FRESNO UNIFIED
SCHOOL DISTRICT
• 3 videos
• July, 2009
• Videos
✓ Events
✓ Press conferences
http://vimeo.com/channels/ten
TIMBERLANE
REGIONAL
SCHOOL DISTRICT
• July, 2009
• 41 videos
• Videos
✓ Meetings
✓ Mentoring highlights
http://vimeo.com/channels/53923
BLOGGING
WORCESTER ACADEMY
Worcester, MA
WORCHESTER
ACADEMY
• Writing class blog
• 2,000 visits/month
• Engagement
✓ Students
✓ Staff
✓ Parents
✓ Alumni
mStoner Blog, October 28, 2009
—ANTONIO VIVA,
ASSOCIATE HEAD OF SCHOOL AT WORCESTER ACADEMY
“I’VE HAD PARENTS SAY
THEY ARE AMAZED THAT
THEIR STUDENT
IS SO FUNNY AND ARTICULATE”
mStoner Blog, October 28, 2009
West Ottawa Public Schools
GROUP BRAINSTORM
WOPS has perception issues resulting
from inconsistent messaging among
schools within district.
THE PROBLEM
Create a strong academic impression
among new parents by promoting the
new IB program.
THE SOLUTION
GROUP BRAINSTORM
• Using your assigned social media tool,
create a campaign for WOPS
• 8 minutes to brainstorm
• Choose a spokesperson
GROUP BRAINSTORM
BREAK
AGENDA
1. Marketing and branding
2. Understanding your audience
3. Social media for marketing and branding
4. Creating a social media strategy
SOCIAL MEDIA STEPS
1. LISTENTO WHAT PEOPLE ARE SAYING
2. LEARN ABOUTYOUR AUDIENCE
3. DEFINE OBJECTIVES
4. CREATE A PLAN
5. ENGAGE IN CONVERSATIONS
6. REPEAT
© 2009 TheImageG
SOCIAL NETWORKING STRATEGY
SOCIAL NETWORKING CONTENT, TOOLS & AUTHORS
ADMISSIONS ON-THE-ROAD
CAREERS/INTERNSHIPS TIPS
STUDENT LIFE
ADMISSIONS/FIN AID
ATHLETICS
NEWS
“OVERHEARD”
ALUMNI HAPPENINGS
EVENTS AT WMU
AUTHOR
DESCRIPTION
TOPIC GOAL
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Topics Authors Goals Tools
SOCIAL MEDIA STRATEGY
SOCIAL MEDIATEAM
Producer Writer Designer Acquirer
CREATE RULES
• Guidelines
• Standards
• Parent permission
GUIDELINES
• How to post
• How to respond
• Course use of social networking
• Behavior (personal and professional)
• Privacy and public information
• Review and privileges
SAMPLE GUIDELINES
http://www.intel.com/sites/sitewide/en_US/social-media.htm
http://brandresources.depaul.edu/vendor_guidelines/g_socialmedia.aspx
http://www.gvsu.edu/socialmediaguidelines.htm
http://socialmediaguidelines.pbworks.com/
http://mashable.com/2009/06/02/social-media-policy-musts/
ENGAGE
Writing for the Web
Creating Conversation Tips
Thoughts on Control
WRITE FORTHE WEB
SOCIAL IS A
CONVERSATION
2-Way
INSTEAD OF ASKING WHAT ARE
WE TRYING TO COMMUNICATE?
WHICH IMPLIES A ONE-WAY
CONVERSATION...
ASK
HOW CAN WE FACILITATE?
—DAVID ARMANO
BELIEVE A ‘PERSON LIKE
THEMSELVES”
60%
Edelman, 2009: Social Pulpit - Barack Obamas Social Media Toolkit
CREATE CONVERSATION
• Be transparent
• Be accurate
• Be respectful
• Be coordinated
• Be thoughtful
• Be of value
• Link, link, link...
BEFOREYOU WRITE
• Is this post helpful?
• Does it get my
audience involved?
• Does it encourage a
response?
• Does this post help to
humanize my district?
• Is this post worth
passing on?
“How to Engage Social Media Moms”, 2009
Edelman, 2009: Social Pulpit - Barack Obamas Social Media Toolkit
CONTROL
VS.
INFLUENCE
VS.
PARTICIPATE
LESS RISK
MORE RISK
CONTROL
VS.
INFLUENCE
VS.
PARTICIPATE
TRADITIONAL
MEDIA
SOCIAL MEDIA
CITY OF ZEELAND
Zeeland, MI
FEEL THE ZEEL
FEEL THE ZEEL IS STUPID
A COMPARISON
• 705 fans
• 18 “fan” comments
over the last 18 days
• 149 members
• 14 total comments
since 4/10/08
—INTEL
“INTEL STRIVES FOR A BALANCED
ONLINE DIALOGUE.
WHEN WE DO MODERATE CONTENT,
WE MODERATE USING THREE GUIDING
PRINCIPLES: THE GOOD, THE BAD,
BUT NOT THE UGLY.”
— INTEL
“...IF THE CONTENT IS POSITIVE OR
NEGATIVE AND IN CONTEXT TO THE
CONVERSATION, THEN WE APPROVE
THE CONTENT, REGARDLESS OF
WHETHER IT'S FAVORABLE OR
UNFAVORABLE TO INTEL.
HOWEVER IF THE CONTENT IS UGLY,
OFFENSIVE, DENIGRATING AND
COMPLETELY OUT OF CONTEXT,
THEN WE REJECT THE CONTENT.”
http://www.intel.com/sites/sitewide/en_US/social-media.htm
—HEATHER SULLIVAN
DIRECTOR OF COMMUNICATIONS AND MARKETING
“WE HAVEN’T HAD ANY PROBLEMS
WITH INAPPROPRIATE MESSAGING,
WHICH WAS THE BIG CONCERN
MOST PEOPLE HAD WHEN
SOCIAL MEDIA FIRST EMERGED....
mStoner Blog, October 28, 2009
—HEATHER SULLIVAN
DIRECTOR OF COMMUNICATIONS AND MARKETING
“...IF YOU HAVE COURAGE
AND YOU’RE BEING YOURSELF,
YOU SHOULD BE WILLING TO SHARE
THE VOICE OF THE OPPOSITION...
NEGATIVE COMMENTS CAN FOSTER
A DIALOGUE OR CREATE A LEVEL
OF ENGAGEMENT.”
mStoner Blog, October 28, 2009
SM STRATEGY
1. LISTENTO WHAT PEOPLE ARE SAYING
2. LEARN ABOUTYOUR AUDIENCE
3. DEFINE OBJECTIVES
4. CREATE A PLAN
5. ENGAGE IN CONVERSATIONS
6. REPEAT
SNL: PENELOPE IN THERAPY
http://www.hulu.com/watch/52192/saturday-night-live-penelope---therapy
QUESTIONS?
THANKYOU
THE IMAGE GROUP / HOLLAND MI
@imagegroup / imagegroup.com 616.393.9588
SUCCESS
RESOURCES

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Creating Conversation (A Social Media presentation by The Image Group: CHESPRA, 2009)