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    10 Cliches of Social Media Presentations 10 Cliches of Social Media Presentations Presentation Transcript

    • THE 10 CLICHÉS OF SOCIAL MEDIA PRESENTATIONS
    • #1 PRESENT EVERYTHING AS A NUMBERED LIST
    • The Truth There’s a lot to learn, and people are trying to package it in digestible chunks. We saw fewer lists at SMWF than we see daily in our inboxes. Lists are a symptom of our short attention span. Trust not the numbered list. Except this one.
    • #2 DEFINE SOCIAL MEDIA BY WHAT IT IS NOT
    • “It’s not social media. It’s marketing.” -Paul Ollinger
    • “If you think of social media as a tool, then you are a tool.” -Ben Parr
    • Social media is also not: Limited to teenagers, egomaniacs, and celebrities. A replacement for a marketing plan. Going away.
    • The Truth Social media is: Facebook, Twitter, YouTube, Blogging, Foursquare, etc. Anyplace people are conversing online. Person to person. Thought to thought. How people educate themselves about life, love, parenting, eating, politics, life insurance, and woodworking. Where anyone can be a producer, a critic, and an expert. Just one spoke in the marketing wheel.
    • #3 CLAIM TO NOT BE A SOCIAL MEDIA GURU, EVEN IF YOUR BLOG URL IS SOCIALMEDIAGURU.NET
    • The Truth The internet is lousy with social media experts. White papers abound. Everyone wants to lead. So what can we learn? How and from whom? Ben Parr of Mashable.com is a decent start.
    • The Truth We now feel comfortable publishing everything to everyone. The trend: • A return to local • Foursquare • Twitter geolocation • Yowza (mobile couponing)
    • The Truth If you think mobile is big now, just wait. 2013: 1 billion+ heavy mobile web users.
    • The Truth Ben’s big tips: • Latch onto mobile - Stay on top of local networks • Engagement management tools are your friends
    • The Truth Social media: here’s what people think
    • The Truth Social media: here’s what it is
    • #4 PROVE FRACTURED MEDIA AND MARKETPLACE VIA OVERWHELMING IMAGE CLOUD
    • The Truth It is a fractured landscape. But there are clear opportunities right now. 300 million people come to Facebook every month. YouTube is the second most-used search engine. (Are you making videos yet?) You can identify your market and saddle the chaos with some simple tips.
    • The Truth What percentage of B2B marketers are using social media as a marketing tactic? 57%
    • The Truth Association of National Advertisers, 2009
    • Despite busy schedules operators are better connected than the average adult
    • The Truth “Go where consumers already want to be and help them do what they already want to do.” –Christopher Barger, Dir Social Media, GM “Get close to something you love, with permission by the consumer to be there.” –Angela Courtin, MySpace “Fish where the fish are.” –Michael Donnelly, Group Director, Worldwide Interactive Marketing, Coca-Cola
    • #5 DON’T SAY CONTEST. EVEN THOUGH IT’S PROBABLY A CONTEST.
    • The Truth Nearly every case study we heard at SMWF involved a contest or promotion. Upload this. Win that. Personalize our brand, then share that expression back out. Go big on prizes. Cars. Hollywood premieres. Fewer bigger, not more smaller.
    • #6 PEPPER LIBERALLY WITH CHEESY BUSINESS-METAPHOR STOCK PHOTOS
    • The Truth WTF, right? Brands still need agencies. But who owns the voice?
    • The Truth Employee owned voice: Twelpforce Add tweets of Best Buy workforce to Best Buy Twitter handle @twelpforce. Rather than relying on one expert to know everything, they tap into the experience of the people on the front lines. Any customer can get help by adding @Twelpforce to their tech-tweet. You’ll know when we know.
    • The Truth Corporate-level plus expert-owned voice. 1,750,000+ followers to corporate account. 18,500 followers to recipe account. 1,600 followers to the wine account. 3,000 followers to cheese account. 500 followers to St. Louis Galleria account.
    • The Truth Corporate-level social media juggernaut. Controlled access, open conversation. My Starbucks Idea actively invites conversations. Launched VIA® with tweets from cross- country road trip. Fully integrated into digital presence.
    • The Truth Paul Ollinger Real people want to connect with real things. We’re moving away from the anonymous web (information) to the personal web (authenticity). Bringing authentic real-world connections online. A growing importance on identity and authenticity.
    • #7 SCARE THE BEJEEZUS OUT OF EVERYONE
    • Social Media’s Tylenol Moment: Domino’s vs Boogers Videos online for 12 hours: 500,000 views Videos online for 24 hours: 1,000,000 views Videos online for 48 hours: Domino’s responds
    • The Truth Everyone on your payroll is searchable. We now have 1440 news cycles in a day. Yes, even in foodservice. Use your peace time wisely. – Dallas Lawrence, Levick Strategic Communications
    • The Truth Melted down. Engaged the public with admirable digital efforts. Melting down now. Slow to learn from GM’s success.
    • The Truth Engaged CEO and CFO in social media conversations. Shared new car designs with public at an early stage. Rather than introducing new products through media, invited 100 Twitterers to take a look. Engaged vocal and influential critics directly. Broke news and PR into 140 character nuggets.
    • The Truth Toyota, take note: Open candid engagement can win grudging admiration. Need to be engaged prior to crisis to have earned credibility. Back it up after the crisis with sincerity and action. Social engagement can sell your product, even something as big as a car. Success is only half in executing your program, the other half is telling people what you did.
    • The Truth If you want information on how to prepare and how to respond, we have content for you. A PDF from Lewis PR. An entire freakin’ book from Levick Strategic Communications.
    • #8 SHAMELESSLY PLUG YOUR OWN WORK
    • 7,000+ unique visits 20,000+ page views 250 Twitter followers Best Digital Direct Response, 2009 DPAC Awards
    • Twitter feed to home page Blog customization for 5 chapters Features Disqus Sharing Tool 300 Facebook Fans
    • Recipe contest microsite and Twitter feed 3,300+ unique visitors 12,700+ page views 60+ recipe entries 146 Twitter followers
    • The Truth Doing it is proving it. Make mistakes on yourself first.
    • #9 USE OUTMODED TECHNOLOGY TO TALK ABOUT CUTTING-EDGE TECHNOLOGY
    • The Truth Presentations at SMWF were powerpoint, face-to-face. Most of the audience was simultaneously sharing those presentations with the planet via social media. Many were using mobile.
    • The Truth Gowalla and foursquare combine location-based services with social gaming. Gowalla has 20,000 check-ins daily. Foursquare has 1,000,000 check-ins weekly. Local and mobile are big opportunities for any brick- and-mortar business, especially foodservice operators.
    • The Truth
    • #10 BE CULTISHLY ENTHUSIASTIC ABOUT WHAT IS ESSENTIALLY JUST ANOTHER REASON TO LOOK AT A SCREEN
    • The Truth A timeline, courtesy of Paul Ollinger 1994–2000 Technology The digital foundation was created 2002–2008 Advertising The advertising foundation was created 2010–? Marketing The marketing foundation will be created
    • The Truth There is genuine enthusiasm and curiosity from clients and agencies. Beware of pedestals. Think.
    • Thanks