Social Media <ul><li>Marketing to the digital generation </li></ul>JAMES BURNES, PROJECT BRILLIANT NAMIC LEADERSHIP FORUM ...
James Burnes Principal & Founder, Project Brilliant CEO & Founder, Mobiltopia @jamesburnes @ProjBrilliant @mobiltopia JAME...
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER To: 50500 Message: jamesburnes GET MY CONTAC...
Let’s Interact Right Now <ul><li>Social Media in Action </li></ul>JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW G...
Do you  really  want to engage and connect? JAMES BURNES, PROJECT BRILLIANT
A Few Social Media Milestones JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER 1997 2005 2007...
Do you have a strategy? JAMES BURNES, PROJECT BRILLIANT
Time for an exercise <ul><li>(literally) </li></ul>
Stay standing if… <ul><li>Your business has a presence on Facebook, Twitter, YouTube </li></ul><ul><li>Your business has a...
Do you have a strategy? <ul><li>(Or are you just executing tactics?) </li></ul>JAMES BURNES, PROJECT BRILLIANT
WHY STRATEGY FIRST? <ul><li>Aligning the organization </li></ul>JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GEN...
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
Social Media Has Shifted Who People Trust To Influence Their Decisions JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY F...
Your strategy must align with your brand <ul><li>Who Are We? </li></ul>JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A ...
What is a brand? JAMES BURNES, PROJECT BRILLIANT
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER Brand = The Experience
Who controls your brand? JAMES BURNES, PROJECT BRILLIANT
JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
What causes this confusion? JAMES BURNES, PROJECT BRILLIANT No Strategy, Plan, or Commitment
What causes this confusion? JAMES BURNES, PROJECT BRILLIANT We experiment.
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
How Do We Develop Strategy? <ul><li>Segments that matter </li></ul>JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW ...
#1. What are our goals? JAMES BURNES, PROJECT BRILLIANT
#2. Who is our audience? JAMES BURNES, PROJECT BRILLIANT
#3. Who are the segments within? JAMES BURNES, PROJECT BRILLIANT
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER Don’t make me tweet about this!
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
#4. What do they want? JAMES BURNES, PROJECT BRILLIANT
#5. Where do they go? JAMES BURNES, PROJECT BRILLIANT
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
“ Facebook was pretty cool until all the old people showed up.”
#6. Who is our talent? JAMES BURNES, PROJECT BRILLIANT
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
#7. What are our milestones & key events? JAMES BURNES, PROJECT BRILLIANT
#8. How will mobile accessibility to social media impact you? JAMES BURNES, PROJECT BRILLIANT
More Than Half of All Cell Phones Sold Will Be “Smart” By 2011 JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENE...
#9. Do you need your own social platform? JAMES BURNES, PROJECT BRILLIANT
What MIGHT Our Strategy Be? <ul><li>A few ideas </li></ul>JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATIO...
Strategy:  Make our organization more personable and less corporate. JAMES BURNES, PROJECT BRILLIANT
Strategy:  Give prospective customers more exposure to what it’s like to do business with us. JAMES BURNES, PROJECT BRILLI...
Strategy:  Reward customers who demonstrate loyalty and help us spread the word about us. JAMES BURNES, PROJECT BRILLIANT
Strategy:  Drive referrals by making it easy for our fans spread the word. JAMES BURNES, PROJECT BRILLIANT
Strategy:  Recruit the best talent by showcasing our staff’s work and the lifestyle we live. JAMES BURNES, PROJECT BRILLIANT
Strategy:  Delivery easy ways for customers and prospects to share their product ideas. JAMES BURNES, PROJECT BRILLIANT
Social media will not succeed as a “marketing” strategy! JAMES BURNES, PROJECT BRILLIANT
Every department should contribute. JAMES BURNES, PROJECT BRILLIANT
JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Strategy
How Do We MOVE FROM PLAN TO ACTION? <ul><li>A few ideas </li></ul>JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW G...
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER Do we bring in an outside guru to help our t...
Develop the tactical plan with those who will actually execute it. JAMES BURNES, PROJECT BRILLIANT
Your (WRITTEN) Plan Will Include: <ul><li>Audience Definition and segmentation </li></ul><ul><li>Clearly defined strategie...
Let your ambassadors take it to the rest of the company. JAMES BURNES, PROJECT BRILLIANT
To succeed,  make the mantra about engaging and connecting , not selling. JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEG...
To succeed,  you must lead it from the top  and build a culture of engaged, connected employees. JAMES BURNES, PROJECT BRI...
To succeed,  you must commit. JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE
JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE 7 Rules For Social Media Success
Rule #1 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Define Your Personal And Business Brand
Rule #2 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Create Accounts For Your Business
Rule #3 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Speak to Your Target Audience
Rule #4 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Commit to 15 Minutes A Day To ‘Pearl’...
Rule #5 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Demonstrate experience through sharin...
Rule #6 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Listen More Than You Speak. Respond F...
Rule #7 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Reward the customers who connect to you
What’s next? <ul><li>Identify your core team </li></ul><ul><li>Outside guidance or not? </li></ul><ul><li>Put a firm timel...
If You Need Help, I Can Help <ul><li>Organize and put a framework together to get your started (board or executive retreat...
Good luck! JAMES BURNES, PROJECT BRILLIANT
James Burnes Principal & Founder, Project Brilliant CEO & Founder, Mobiltopia @jamesburnes @ProjBrilliant @mobiltopia CELL...
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Social Media & Marketing to a Digital Generation

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James Burnes presents to the National Association of Mutual Insurance Companies Leadership Forum on social media strategy, planning and execution to reach younger consumers.

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  • Logos are not brands.®
  • You do not control your brand. Your brand is determined by those around you who know and experience you in their various interactions. You can only influence your brand.
  • We see ourselves clearly, but the collection of perceptions about who we are and what we stand for is muddled.
  • We want to showcase the size of the network as being large
  • Social Media & Marketing to a Digital Generation

    1. 1. Social Media <ul><li>Marketing to the digital generation </li></ul>JAMES BURNES, PROJECT BRILLIANT NAMIC LEADERSHIP FORUM - MAY 2010
    2. 2. James Burnes Principal & Founder, Project Brilliant CEO & Founder, Mobiltopia @jamesburnes @ProjBrilliant @mobiltopia JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
    3. 3. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER To: 50500 Message: jamesburnes GET MY CONTACT INFORMATION VIA TEXT
    4. 4. Let’s Interact Right Now <ul><li>Social Media in Action </li></ul>JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
    5. 5. Do you really want to engage and connect? JAMES BURNES, PROJECT BRILLIANT
    6. 6. A Few Social Media Milestones JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER 1997 2005 2007 1999 2003 1995 2009 2001 Personal ‘free’ web pages debut MySpace.com launches Facebook Launches Blogware begins to take off Twitter Launches Message boards for geeks everywhere Mass media starts focusing on “User Generated Content” YouTube launches Ning Launches March 2009, Nielsen study Reveals social media more popular than email
    7. 7. Do you have a strategy? JAMES BURNES, PROJECT BRILLIANT
    8. 8. Time for an exercise <ul><li>(literally) </li></ul>
    9. 9. Stay standing if… <ul><li>Your business has a presence on Facebook, Twitter, YouTube </li></ul><ul><li>Your business has a designated person or team responsible for social media. </li></ul><ul><li>Your staff understands how social media is being used by the organization. </li></ul><ul><li>You have a written strategic document that defines what you are doing on social media. </li></ul>JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE
    10. 10. Do you have a strategy? <ul><li>(Or are you just executing tactics?) </li></ul>JAMES BURNES, PROJECT BRILLIANT
    11. 11. WHY STRATEGY FIRST? <ul><li>Aligning the organization </li></ul>JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
    12. 12. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
    13. 13. Social Media Has Shifted Who People Trust To Influence Their Decisions JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Source: Nielsen Global Online Consumer Survey, April 2009  Recommendations from people known 90%  Consumer opinions posted online 70%  Brand websites 70%  Editorial content (e.g. newspaper article) 69%  Brand sponsorships 64%  TV 62%  Newspaper 61%  Magazines 59%  Billboards / outdoor advertising 55%  Radio 55%  Emails signed up for 54% 
    14. 14. Your strategy must align with your brand <ul><li>Who Are We? </li></ul>JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
    15. 15. What is a brand? JAMES BURNES, PROJECT BRILLIANT
    16. 16. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER Brand = The Experience
    17. 17. Who controls your brand? JAMES BURNES, PROJECT BRILLIANT
    18. 18. JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE
    19. 19. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
    20. 20. What causes this confusion? JAMES BURNES, PROJECT BRILLIANT No Strategy, Plan, or Commitment
    21. 21. What causes this confusion? JAMES BURNES, PROJECT BRILLIANT We experiment.
    22. 22. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
    23. 23. How Do We Develop Strategy? <ul><li>Segments that matter </li></ul>JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
    24. 24. #1. What are our goals? JAMES BURNES, PROJECT BRILLIANT
    25. 25. #2. Who is our audience? JAMES BURNES, PROJECT BRILLIANT
    26. 26. #3. Who are the segments within? JAMES BURNES, PROJECT BRILLIANT
    27. 27. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
    28. 28. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER Don’t make me tweet about this!
    29. 29. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
    30. 30. #4. What do they want? JAMES BURNES, PROJECT BRILLIANT
    31. 31. #5. Where do they go? JAMES BURNES, PROJECT BRILLIANT
    32. 32. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
    33. 33. “ Facebook was pretty cool until all the old people showed up.”
    34. 34. #6. Who is our talent? JAMES BURNES, PROJECT BRILLIANT
    35. 35. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
    36. 36. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
    37. 37. #7. What are our milestones & key events? JAMES BURNES, PROJECT BRILLIANT
    38. 38. #8. How will mobile accessibility to social media impact you? JAMES BURNES, PROJECT BRILLIANT
    39. 39. More Than Half of All Cell Phones Sold Will Be “Smart” By 2011 JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER 1999 2005 2007 2009 2001 2003 2011 33% 51%
    40. 40. #9. Do you need your own social platform? JAMES BURNES, PROJECT BRILLIANT
    41. 41. What MIGHT Our Strategy Be? <ul><li>A few ideas </li></ul>JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
    42. 42. Strategy: Make our organization more personable and less corporate. JAMES BURNES, PROJECT BRILLIANT
    43. 43. Strategy: Give prospective customers more exposure to what it’s like to do business with us. JAMES BURNES, PROJECT BRILLIANT
    44. 44. Strategy: Reward customers who demonstrate loyalty and help us spread the word about us. JAMES BURNES, PROJECT BRILLIANT
    45. 45. Strategy: Drive referrals by making it easy for our fans spread the word. JAMES BURNES, PROJECT BRILLIANT
    46. 46. Strategy: Recruit the best talent by showcasing our staff’s work and the lifestyle we live. JAMES BURNES, PROJECT BRILLIANT
    47. 47. Strategy: Delivery easy ways for customers and prospects to share their product ideas. JAMES BURNES, PROJECT BRILLIANT
    48. 48. Social media will not succeed as a “marketing” strategy! JAMES BURNES, PROJECT BRILLIANT
    49. 49. Every department should contribute. JAMES BURNES, PROJECT BRILLIANT
    50. 50. JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Strategy
    51. 51. How Do We MOVE FROM PLAN TO ACTION? <ul><li>A few ideas </li></ul>JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
    52. 52. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
    53. 53. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER Do we bring in an outside guru to help our team move quickly?
    54. 54. Develop the tactical plan with those who will actually execute it. JAMES BURNES, PROJECT BRILLIANT
    55. 55. Your (WRITTEN) Plan Will Include: <ul><li>Audience Definition and segmentation </li></ul><ul><li>Clearly defined strategies </li></ul><ul><li>Tactical approach (which platforms, what we’ll do there, what tools we use, etc.) </li></ul><ul><li>A budget </li></ul><ul><li>Defined goals and metrics </li></ul><ul><li>Scheduled reviews. </li></ul>JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE
    56. 56. Let your ambassadors take it to the rest of the company. JAMES BURNES, PROJECT BRILLIANT
    57. 57. To succeed, make the mantra about engaging and connecting , not selling. JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE
    58. 58. To succeed, you must lead it from the top and build a culture of engaged, connected employees. JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE
    59. 59. To succeed, you must commit. JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE
    60. 60. JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE 7 Rules For Social Media Success
    61. 61. Rule #1 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Define Your Personal And Business Brand
    62. 62. Rule #2 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Create Accounts For Your Business
    63. 63. Rule #3 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Speak to Your Target Audience
    64. 64. Rule #4 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Commit to 15 Minutes A Day To ‘Pearl’ Dive
    65. 65. Rule #5 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Demonstrate experience through sharing knowledge, ideas and insight
    66. 66. Rule #6 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Listen More Than You Speak. Respond Frequently & Win!
    67. 67. Rule #7 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Reward the customers who connect to you
    68. 68. What’s next? <ul><li>Identify your core team </li></ul><ul><li>Outside guidance or not? </li></ul><ul><li>Put a firm timeline in place to get started </li></ul><ul><li>Start with strategy – keep it simple and focused </li></ul>YOU CAN DO IT!
    69. 69. If You Need Help, I Can Help <ul><li>Organize and put a framework together to get your started (board or executive retreat) </li></ul><ul><li>Facilitate and guide strategy development </li></ul><ul><li>Present social media training (tactical or strategic) to your executive, management or employee teams </li></ul><ul><li>Develop and implement employee social media use policies </li></ul><ul><li>Provide turn-key social media services if you’d like to outsource to get things jump-started. </li></ul>
    70. 70. Good luck! JAMES BURNES, PROJECT BRILLIANT
    71. 71. James Burnes Principal & Founder, Project Brilliant CEO & Founder, Mobiltopia @jamesburnes @ProjBrilliant @mobiltopia CELL: 317.512.3612 [email_address] JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER

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