0
Social Media Today
Meeting Challenging Times
Running USA
February 2, 2010




                            Photo: flickr.com...
It’s been a year.
  What’s new?

                    2
3
Quantified
Runner Usage

               4
5
Was 13%




Was 19%



Was 52%

          6
Mobile Social Media


                      7
What can you do with a mobile device?
                  • Make    phone calls
                  • Text
                  •...
What can you do with a mobile device?
                  • Make    phone calls
                  • Text
                  •...
• 235  million US
  subscribers
• 68 million mobile
  internet users
• 21 million mobile
  social network
  users


      ...
• Take photos
• Capture video
• Share photos and
  video
• Access social
  networks/blogs




                     11
Geolocation


              12
“Geolocation is the identification
  of the real-world geographic
     location of an Internet-
  connected computer, mobil...
“Simply put, location changes everything.
  This one input—our coordinates—has the
  potential to change all the outputs. ...
Foursquare
        • Part  friend-finder, social city-
          guide and game
        • iPhone, Android, Palm Pre, SMS,
 ...
Yelp
       • More  social-network-like (user
         profiles)
       • 1.25 million iPhone app users
       • Rewards, l...
17
Platform Explosion!


                      18
19
What hasn’t changed?


                       20
Conversations that build mutually
 beneficial relationships between
  companies and stakeholders.



                      ...
Markets are relationships.
Relationships depend on conversations.
        Conversations are fire.
         Social media is ...
Social Media Reinforcing Goals

          Engagement



     Evangelism Endorsement



                                 23
4 Principles


               24
THEM, NOT US
The best advertising is not us talking about
us. It’s other people talking about us. Make
 conversations abou...
BE WHERE
    CONSUMERS ARE
  Find your evangelists. Know where your
target consumers congregate and converse.
    Contribu...
28
29
SHOW SIGNS OF LIFE
 Integrate and promote social content
   throughout your digital presence.



                         ...
People!


          31
ACTION TRUMPS
      EYEBALLS
 Aim for engagement, endorsement and
   evangelism. Design for action and
interaction. Think ...
33
34
35
36
3 Step
Social Media
  Strategy
               37
Listen & Learn
     Plan
    Engage
                 38
Listen & Learn
     Plan
    Engage
                 39
Spark Social Media Monitoring, Analysis & Metrics
                              6.4.2009




                             ...
Listen & Learn
     Plan
    Engage
                 41
Integrate


            42
Channel         Definition               Examples


                                        Paid search
            Pay to ...
Set Objectives,
Strategies and
Measurement
                  44
Source: Forrester   45
Source: Forrester
                    46
Source: Forrester   47
Listen & Learn
     Plan
    Engage
                 48
TALKING


          49
50
51
ENERGIZING


             52
Lee Fit Ambassadors
• Identified 28 bloggers based on 3 criteria:
 • Content: Was the blogger writing about
   fashion for ...
Response                                                       “What an amazing
1.
2.
      Momma’s Review www.mommasrevie...
55
Blog with integrity




                      56
SUPPORTING


             57
58
EMBRACING


            59
60
61
Thank you.
jrisley@barkleyus.com
risleyranch.blogs.com
Twitter: risleyranch




                        Photo: flickr.com/j...
Running Usa 2010 Presentation
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Running Usa 2010 Presentation

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My second time presenting to Running USA.

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Transcript of "Running Usa 2010 Presentation"

  1. 1. Social Media Today Meeting Challenging Times Running USA February 2, 2010 Photo: flickr.com/josiahmackenzie
  2. 2. It’s been a year. What’s new? 2
  3. 3. 3
  4. 4. Quantified Runner Usage 4
  5. 5. 5
  6. 6. Was 13% Was 19% Was 52% 6
  7. 7. Mobile Social Media 7
  8. 8. What can you do with a mobile device? • Make phone calls • Text • Email • Takephotos • Record video & audio 8
  9. 9. What can you do with a mobile device? • Make phone calls • Text • Email • Take photos • Record video & audio • Access the Internet • Download apps • Tell your location 9
  10. 10. • 235 million US subscribers • 68 million mobile internet users • 21 million mobile social network users 10
  11. 11. • Take photos • Capture video • Share photos and video • Access social networks/blogs 11
  12. 12. Geolocation 12
  13. 13. “Geolocation is the identification of the real-world geographic location of an Internet- connected computer, mobile device, website visitor or other.” -Wikipedia 13
  14. 14. “Simply put, location changes everything. This one input—our coordinates—has the potential to change all the outputs. Where we shop, who we talk to, what we read, what we search for, where we go—they all change once we merge location and the Web.” —Mathew Honan, contributing editor, Wired, January 19, 2009 14
  15. 15. Foursquare • Part friend-finder, social city- guide and game • iPhone, Android, Palm Pre, SMS, Web, mobile web (BlackBerry app in beta) • Google Maps, nearby tweets, tips, to-do’s • Mayorships • Badges 15
  16. 16. Yelp • More social-network-like (user profiles) • 1.25 million iPhone app users • Rewards, leader board, incentives • Augmented reality functionality (Monocle) 16
  17. 17. 17
  18. 18. Platform Explosion! 18
  19. 19. 19
  20. 20. What hasn’t changed? 20
  21. 21. Conversations that build mutually beneficial relationships between companies and stakeholders. 21
  22. 22. Markets are relationships. Relationships depend on conversations. Conversations are fire. Social media is arson. 22
  23. 23. Social Media Reinforcing Goals Engagement Evangelism Endorsement 23
  24. 24. 4 Principles 24
  25. 25. THEM, NOT US The best advertising is not us talking about us. It’s other people talking about us. Make conversations about the consumer first. 25
  26. 26. BE WHERE CONSUMERS ARE Find your evangelists. Know where your target consumers congregate and converse. Contribute to those communities and conversations first. 27
  27. 27. 28
  28. 28. 29
  29. 29. SHOW SIGNS OF LIFE Integrate and promote social content throughout your digital presence. 30
  30. 30. People! 31
  31. 31. ACTION TRUMPS EYEBALLS Aim for engagement, endorsement and evangelism. Design for action and interaction. Think hearts and minds, not just eyeballs. 32
  32. 32. 33
  33. 33. 34
  34. 34. 35
  35. 35. 36
  36. 36. 3 Step Social Media Strategy 37
  37. 37. Listen & Learn Plan Engage 38
  38. 38. Listen & Learn Plan Engage 39
  39. 39. Spark Social Media Monitoring, Analysis & Metrics 6.4.2009 40 ©SPIRAL 16 LLC
  40. 40. Listen & Learn Plan Engage 41
  41. 41. Integrate 42
  42. 42. Channel Definition Examples Paid search Pay to leverage the Paid Advertising channel Sponsorships Web site Brand controls majority Owned Microsites of content Facebook & Twitter Blogger outreach Earned Fans are the channel Seeding programs Forum participation 43
  43. 43. Set Objectives, Strategies and Measurement 44
  44. 44. Source: Forrester 45
  45. 45. Source: Forrester 46
  46. 46. Source: Forrester 47
  47. 47. Listen & Learn Plan Engage 48
  48. 48. TALKING 49
  49. 49. 50
  50. 50. 51
  51. 51. ENERGIZING 52
  52. 52. Lee Fit Ambassadors • Identified 28 bloggers based on 3 criteria: • Content: Was the blogger writing about fashion for everyday women? • Engagement: How do her readers respond? Did she acquire multiple comments each time she posted? • Influence: Did she have solid site traffic? What was their Technorati Authority and Rank? 53
  53. 53. Response “What an amazing 1. 2. Momma’s Review www.mommasreview.com A Mommy Story www.amommystoryreviews.blogspot.com opportunity, I 3. 4. Intricate Art www.intricateart.com Posh Glam www.poshglam.com appreciate the offer - 5. 6. Cool Moms Rule www.coolmomsrule.blogspot.com Your Style Star www.yourstylestar.com and accept!” 7. All American Mommy www.allamericanmommy.blogspot.com 8. Domestic Chicky www.domestic-chicky.com “WOW! you aren't kidding 9. Karla’s Krazy Life www.karlaskrazylife.blogspot.com 10. Workout Mommy www.workoutmommy.com - what an awesome 11. Mommy Goggles www.mommygoggles.com 12. Mom’s Favorite Stuff www.momsfavoritestuff.com thing! I definitely want to 13. Savvy Housewife www.savvyhousewife.com 14. Mamanista www.mamanista.com be a part of this.” 15. Therapeutic Reviews and Giveaways www.themomreviews.com 16. The Domestic Diva www.thedomesticdiva.org 17. Blissfully Domestic www.blissfullydomestic.com 18. Mommin’ it Up www.momminitup.com 19. Motherhood Uncensored www.motherhooduncensored.typepad.com 20. Sarcastic Mom www.sarcasticmom.com 54
  54. 54. 55
  55. 55. Blog with integrity 56
  56. 56. SUPPORTING 57
  57. 57. 58
  58. 58. EMBRACING 59
  59. 59. 60
  60. 60. 61
  61. 61. Thank you. jrisley@barkleyus.com risleyranch.blogs.com Twitter: risleyranch Photo: flickr.com/josiahmackenzie
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