Originally presented at Web Strategy Summit, May 4th 2009. From http://webstrategysummit.com/program/social-media-strategies: Why let the bloggers and Twitters of the world have all the fun? Learn how your organization (or your clients) can use the latest tools with practical tips and techniques for promoting your products and services through social media. Explore mechanisms to encourage the innovation and experimentation key to successful social media and to opening yourself up to conversations and participation. We’ll start with the basics of getting a social media program off the ground, will review a number of case studies of successful and not-so-successful campaigns, and will cover the importance of ongoing metrics and postmortems as we go. The focus is on practical, useful solutions you can easily implement, based on real problems participants are facing. Bring your challenges and we’ll make sure you leave with solutions! Some key concepts we’ll be exploring: * The importance of transparency and authenticity * Respecting and gardening your community * Real products and services for real people * Being a champion * Handling the inevitable issues Some of the tools we’ll be looking at: * Blogging and RSS * Facebook, MySpace, and the social networks * Communicating in 140 characters or less: Twitter * Podcasting and the rise of rich media * User Generated Content and media from YouTube, Flickr, etc. * Collaboration tools (Basecamp, ConceptShare, Google Groups, etc.)

2. Agenda Who? Why? What? How? Where? Who? Why? What? How? Where?

3. Who am I? jaygoldman.com Who? Why? What? How? Where?

4. Demand Generation Bwahahahahahaha! Photos: http://www.flickr.com/photos/tambako/1152363350/ , http://www.flickr.com/photos/60026579@N00/873896 18/ , http://www.flickr.com/photos/fredericksburg/22 92744880/ , and http://www.flickr.com/photos/78406052@ N00/2982717759/ Who? Why? What? How? Where?

6. Social Technographics™ Creators Critics Collectors Joiners Speculators Inactives Publish blogs, upload videos and photos, etc. Post ratings, reviews, and comments, use forums Use RSS feeds, add tags, vote Maintain profiles, visit social nets Read blogs, watch, view None of the above Who? Why? What? How? Where?

7. Social Technographics™ http://www.forrester.com/Groundswell/profile_tool.html Who? Why? What? How? Where?

8. Case Study: Motrin Who? Why? What? How? Where?

9. Activity Time: Who are you trying to reach? Who? Why? What? How? Where?

10. Three Groups of Eight Who? Why? What? How? Where?

11. Agenda Who? Why? What? How? Where?

12. Clarity of Purpose book recommendation engine help find stuff to buy railroads transportation be on Twitter communicate Who? Why? What? How? Where?

13. SMART Who? Why? What? How? Where? S.M.A.R.T. BAD GOOD Specific More newsletter subscribers More 32-year old male newsletter subscribers who are expecting their first child Measurable More newsletter subscribers 30 % more newsletter subscribers Attainable Greatest newsletter in history Top 10 newsletter in history Realistic Post 5 blog posts per day Post 1 blog post per day Timely Tomorrow Next week

14. Activity Time: Personal Grid Who? Why? What? How? Where? Objective More users More conversions to pay plans More participation 5 4

15. Activity Time: Backcasting http://www.slideshare.net/mmilan/backcasting-101-final-public Who? Why? What? How? Where? Future 1 Future 2 Future 3

16. Agenda Who? Why? What? How? Where?

17. Social Media “ Social media is information content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content.” Who? Why? What? How? Where?

18. Activity Time: Tag Sort Who? Why? What? How? Where? #

19. Web 1.0 Photo credit: http://ouroboros.wordpress.com / Who? Why? What? How? Where?

20. Web 2.0 Photo credit: http://www.flickr.com/photos/z6p6tist6/500048151/ Who? Why? What? How? Where?

21. Illusion of Control Photo credit: http://www.flickr.com/photos/74078214@N00/258931782/ Who? Why? What? How? Where?

22. Case Study: Chevy Tahoe Apprentice Video credit: http://www.youtube.com/watch?v=azqvP-f94Cs&feature=related “ Early on we made the decision that if we were to hold this contest, in which we invite anyone to create an ad, in an open forum, that we would be summarily destroyed in the blogosphere if we censored the ads based ontheir viewpoint. So, we adopted a position of openness and transparency, and decided that we would welcome the debate. (As an aside, we have been truly disappointed by the number of submissions we had to filter outbecause of their vulgar content.) I won’t bore you with the details, but the overwhelming majority of the 22,000 submissions thus far have been earnest attempts at creating positive advertisements.” — Ed Peper, Chevy General Manager http://fastlane.gmblogs.com/archives/2006/04/now_that_weve_g_1.html Who? Why? What? How? Where?

23. Case Study: Zappos Tony Hsieh @ SXSW09 http://twurl.nl/grbjcp Who? Why? What? How? Where?

24. Agenda Who? Why? What? How? Where?

25. POST Who? Why? What? How? Where? P.O.S.T. Example People College Students, Professionals, etc. Objectives Listen or talk? Support or energize evangelists? Strategy Conversation? Awareness? Focus group? Backcast from end state Technology Community, blog, wiki, social network, microblogging, etc.

26. Who? Why? What? How? Where?

27. Who? Why? What? How? Where? http://beth.typepad.com / 8 Step Plan 1 Identify Objectives 2 Identify the Audience 3 Integrate 4 Culture Change 5 Capacity 6 Tactics and Tools 7 Measurement 8 Experiment

28. Case Study: Hotel Max Photo credit: http://www.flickr.com/photos/17065981@N00/3152017822/ and http://www.flickr.com/photos/63846278@N00/378412464/ Who? Why? What? How? Where? Settling into the Hotel Max in Seattle. Super impressed so far — beautiful hotel. Thx for the tip @targetvacations! @jaygoldman Hello sir! What room are you in? I’d love to send up some goodies for you for tweeting such nice things!

29. Activity Time: Group Grid Objective Stakeholder Roadblock Pain Point Who? Why? What? How? Where?

30. Community Gardening Photo credit: http://www.flickr.com/photos/71447254@N00/3431066101/ Who? Why? What? How? Where?

31. On Managing a Community http://www.chrisbrogan.com/on-managing-a-community/ Who? Why? What? How? Where? Strategy Reporting Structure Duties Measurement Success Your Turn!

32. Case Study: Flickr Photo credits: http://www.flickr.com/photos/tags/flickrcolourcontest/interesting/ Who? Why? What? How? Where?

33. Agenda Who? Why? What? How? Where?

34. http://www.briansolis.com/2008/08/introducing-conversation-prism.html Who? Why? What? How? Where?

35. Case Study: Nissan Hypercube Who? Why? What? How? Where?

36. Activity Time: Final Grid Objective Stakeholder Roadblock Pain Point Channel(s) Who? Why? What? How? Where?

37. rypple.com /wss/smsorg

38. Thanks for your time! twitter.com/jaygoldman jaygoldman.com www.rypple.com/wss/smsorg