SlideShare a Scribd company logo
1 of 24
Download to read offline
Social Media
7 ways to engage talk leaders and readers
How i Use it

   My online brand...




   • 4 years
   • 1,000+ posts
   • 2,000 subscribers
   • 40,000 Google listings
   • 100 technorati authority
How i Use it
                            You have
                            to try this!


                 Adoption                          Boredom


     Trial
                                                         Abandonment




   My online life...

                                           del.icio.us
about Social Media
Social Media

  How people use technologies to get the things
  they need from other people rather than
  traditional institutions (like businesses and media).


     News        Shopping   Advice     Tools       Networking   Entertainment




            Social media is technology agnostic.
How People Use Social Media

 How We Build content:        How We Use content:


   collecT     coNNecT
                                   WaTcH


  coMMeNT     coNTRiBUTe            leaRN


                                     acT
   cReaTe      cHaNGe
How Brands and agencies Use Social Media

                           STRATEGY


                      VALUE TO     VALUE TO
                       CLIENT     CUSTOMER




         • What do we need to accomplish?
         • How will people ENGAGE with what we do?
           Why will they be interested enough to participate?

         Folklore at crispin, Porter & Bogusky:
         Alex Bogusky doesn’t want to see scripts anymore.
         “Don’t show me a script, show me the press release.”
7 Ways to Use Social Media
1 observe and listen to Build Relevance
   Where to find insights:                            What an insight looks like:
   • How does your audience talk about the brand?
   • What is their core definition of who you are?
   • What other interests do they share?
   • How do they use social media?

                     PoSiTiVe




                                 YoUR                  Mini is a brand of “People like Me”:
BUY oNe                         BRaNd      BUY loTS
                                                             • A club
                                                             • A truly unique choice
                                                             • A brand I’m passionate about,
                                                               talk about and buy again
                     NeGaTiVe
digital ethnography

How we’re connected:



What we’re talking about:



What we save (and share):



What we’re paying attention to:   del.icio.us




What enchants and engages us:
2 Reach out to online Talk leaders

  The 5 commandments of Talking
  to Bloggers and Talk leaders:

  1 Get to know your target

  2 Be relevant or unexpected

  3 Deconstruct content

  4 Create fresh kinds of access     • unexpected
                                     • exclusive
                                     • rewarding
  5 Provide exclusives
3 Teach Storytelling

old Role: dialing for Placements


 Follow up                         Create content


              Distribute content
                                                              “I’m proud of this work.
                                                          And I’m trying to get it out there.
                                                                  Will you post it?”
New Role:
  create an             Tell an              empower
 engagement            authentic              social
   strategy              story             spokespeople
                                                                      “Drive one.”
4 Refresh Traditional Tools
4 Refresh Traditional Tools
4 Refresh Traditional Tools

Socializing our approach
From:                To:

Excite               Engage

Immediate            Recall and
Experience           Retell

Access               Serve Up

Inform               Enable

Educate              Intrigue
5 Budget to Solve Problems


                  They missed the
                   appointment
                                                     adVocaTe

It doesn’t work
                                     PERSONALIZED
                   I sat on hold        URGENT      aMBaSSadoR
                    for 2 hours!       SOLUTIONS


                                                       FaN
  This sucks
                  They screw their
                    customers
6 Prioritize engagement early & often

Traditional approach:




                             Product
                               Idea
                        od




                                          nt
                        Pr
                          uc t
                                 Develop me

                         Produ
                               ct Package
                                                 YoU caMe iN HeRe
                        Market Strategy


                                 Stor y
                                   o           and talked to people here


                        coNSUMeR
6 Prioritize engagement early & often

Social approach:




                         Product
                           Idea
                    od                        so they have




                                      nt
                   Pr
                      uc t
                             Develop me      ownership here
                    Produ
                          ct Package
                                           engage people here
                    Market Strategy


                             Stor y
                               o           listen to people here

                                           YoU caMe iN HeRe
                    coNSUMeR
7 Rewrite the crisis Plan

  Listening to and talking through social media when controversy hits


              Find windows into what talk leaders are saying
              before the story reaches a mass audience


              Empower brand trustees who know the
              mediums and speak passionately


              Plan ahead by establishing a credible online
              “people” voice
it is as hard as you think
. . . and many clients aren’t
          ready for it.
People Talking about companies




          Brand                        People




  • What our customer wants
  • What our competitors don’t offer
People creating and Telling Brand Stories




           Brand      authenticity     People




  • Aligned message
  • Clear story
People inside and outside are Storytellers

New Relationship Model




                CONSUMER             COMMUNITY


                           SHaRed
                           PaSSioN



                            BRAND


                                                 Source: The Open Brand, by Kelly Mooney
What else do you want to know?


                     ologie.com/PRSa
                      advergirl.com

More Related Content

What's hot

Cultivating Zombies or Activating Community : Non-Profit Challenges Competing...
Cultivating Zombies or Activating Community : Non-Profit Challenges Competing...Cultivating Zombies or Activating Community : Non-Profit Challenges Competing...
Cultivating Zombies or Activating Community : Non-Profit Challenges Competing...Mila Araujo
 
socialmedias_entrepriselevel_bymandypoon
socialmedias_entrepriselevel_bymandypoonsocialmedias_entrepriselevel_bymandypoon
socialmedias_entrepriselevel_bymandypoonValtech Canada
 
How to use social media to develop your brand and your business?
How to use social media to develop your brand and your business?How to use social media to develop your brand and your business?
How to use social media to develop your brand and your business?SWiTCH
 
The Mysterious Big Idea (idea safari)
The Mysterious Big Idea (idea safari)The Mysterious Big Idea (idea safari)
The Mysterious Big Idea (idea safari)leemaicon
 
A Hybrid Model for Open Innovation
A Hybrid Model for Open InnovationA Hybrid Model for Open Innovation
A Hybrid Model for Open InnovationPulsar Platform
 
Coming off the Island: principles for a more collaborative, fast approach
Coming off the Island: principles for a more collaborative, fast approachComing off the Island: principles for a more collaborative, fast approach
Coming off the Island: principles for a more collaborative, fast approachHeidi Hackemer
 
How to Create Your BIG Idea
How to Create Your BIG IdeaHow to Create Your BIG Idea
How to Create Your BIG IdeaGeoff McDonald
 
Knowledge Circle - The Impact Equation - Business Books Club
Knowledge Circle - The Impact Equation - Business Books ClubKnowledge Circle - The Impact Equation - Business Books Club
Knowledge Circle - The Impact Equation - Business Books ClubViriya Thach
 
The Big Idea. Dead or Alive?
The Big Idea. Dead or Alive?The Big Idea. Dead or Alive?
The Big Idea. Dead or Alive?edward boches
 
DSP_V1_From big idea to content marketing_Social Media
DSP_V1_From big idea to content marketing_Social MediaDSP_V1_From big idea to content marketing_Social Media
DSP_V1_From big idea to content marketing_Social MediaAiiM
 
How To Write Like a Human - by Claire Dawson
How To Write Like a Human - by Claire DawsonHow To Write Like a Human - by Claire Dawson
How To Write Like a Human - by Claire DawsonZeus Jones
 
Swim Lesson 1 Get Off My Facebook
Swim Lesson 1 Get Off My FacebookSwim Lesson 1 Get Off My Facebook
Swim Lesson 1 Get Off My FacebookEmily Reeves Dean
 
Creating a Healthy Digital Culture: How empathy can change our organizations
Creating a Healthy Digital Culture: How empathy can change our organizationsCreating a Healthy Digital Culture: How empathy can change our organizations
Creating a Healthy Digital Culture: How empathy can change our organizationsDomain7
 
Les médias sociaux vus par Kodak, 2010
Les médias sociaux vus par Kodak, 2010Les médias sociaux vus par Kodak, 2010
Les médias sociaux vus par Kodak, 2010Kodak France
 
BU PRSSA: What is Advertising
BU PRSSA: What is AdvertisingBU PRSSA: What is Advertising
BU PRSSA: What is Advertisingedward boches
 
How to Grow an Ad Agency: A Story of Vision, Culture, Reinvention
How to Grow an Ad Agency: A Story of Vision, Culture, ReinventionHow to Grow an Ad Agency: A Story of Vision, Culture, Reinvention
How to Grow an Ad Agency: A Story of Vision, Culture, Reinventionedward boches
 
Crowdsourcing Pointers for Kanye West
Crowdsourcing Pointers for Kanye WestCrowdsourcing Pointers for Kanye West
Crowdsourcing Pointers for Kanye WestBigHeads Network
 
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final SlidesSecret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final SlidesBeth Kanter
 

What's hot (20)

Cultivating Zombies or Activating Community : Non-Profit Challenges Competing...
Cultivating Zombies or Activating Community : Non-Profit Challenges Competing...Cultivating Zombies or Activating Community : Non-Profit Challenges Competing...
Cultivating Zombies or Activating Community : Non-Profit Challenges Competing...
 
socialmedias_entrepriselevel_bymandypoon
socialmedias_entrepriselevel_bymandypoonsocialmedias_entrepriselevel_bymandypoon
socialmedias_entrepriselevel_bymandypoon
 
How to use social media to develop your brand and your business?
How to use social media to develop your brand and your business?How to use social media to develop your brand and your business?
How to use social media to develop your brand and your business?
 
The Mysterious Big Idea (idea safari)
The Mysterious Big Idea (idea safari)The Mysterious Big Idea (idea safari)
The Mysterious Big Idea (idea safari)
 
Bbdo big idea_today
Bbdo big idea_todayBbdo big idea_today
Bbdo big idea_today
 
A Hybrid Model for Open Innovation
A Hybrid Model for Open InnovationA Hybrid Model for Open Innovation
A Hybrid Model for Open Innovation
 
Coming off the Island: principles for a more collaborative, fast approach
Coming off the Island: principles for a more collaborative, fast approachComing off the Island: principles for a more collaborative, fast approach
Coming off the Island: principles for a more collaborative, fast approach
 
How to Create Your BIG Idea
How to Create Your BIG IdeaHow to Create Your BIG Idea
How to Create Your BIG Idea
 
Knowledge Circle - The Impact Equation - Business Books Club
Knowledge Circle - The Impact Equation - Business Books ClubKnowledge Circle - The Impact Equation - Business Books Club
Knowledge Circle - The Impact Equation - Business Books Club
 
The Big Idea. Dead or Alive?
The Big Idea. Dead or Alive?The Big Idea. Dead or Alive?
The Big Idea. Dead or Alive?
 
DSP_V1_From big idea to content marketing_Social Media
DSP_V1_From big idea to content marketing_Social MediaDSP_V1_From big idea to content marketing_Social Media
DSP_V1_From big idea to content marketing_Social Media
 
How To Write Like a Human - by Claire Dawson
How To Write Like a Human - by Claire DawsonHow To Write Like a Human - by Claire Dawson
How To Write Like a Human - by Claire Dawson
 
Swim Lesson 1 Get Off My Facebook
Swim Lesson 1 Get Off My FacebookSwim Lesson 1 Get Off My Facebook
Swim Lesson 1 Get Off My Facebook
 
The Social Media Puzzle
The Social Media PuzzleThe Social Media Puzzle
The Social Media Puzzle
 
Creating a Healthy Digital Culture: How empathy can change our organizations
Creating a Healthy Digital Culture: How empathy can change our organizationsCreating a Healthy Digital Culture: How empathy can change our organizations
Creating a Healthy Digital Culture: How empathy can change our organizations
 
Les médias sociaux vus par Kodak, 2010
Les médias sociaux vus par Kodak, 2010Les médias sociaux vus par Kodak, 2010
Les médias sociaux vus par Kodak, 2010
 
BU PRSSA: What is Advertising
BU PRSSA: What is AdvertisingBU PRSSA: What is Advertising
BU PRSSA: What is Advertising
 
How to Grow an Ad Agency: A Story of Vision, Culture, Reinvention
How to Grow an Ad Agency: A Story of Vision, Culture, ReinventionHow to Grow an Ad Agency: A Story of Vision, Culture, Reinvention
How to Grow an Ad Agency: A Story of Vision, Culture, Reinvention
 
Crowdsourcing Pointers for Kanye West
Crowdsourcing Pointers for Kanye WestCrowdsourcing Pointers for Kanye West
Crowdsourcing Pointers for Kanye West
 
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final SlidesSecret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final Slides
 

Similar to Advergirl: Engaging Talk Leaders and Readers

Brand building for small charities
Brand building for small charities Brand building for small charities
Brand building for small charities CharityComms
 
Brand building on a budget
Brand building on a budgetBrand building on a budget
Brand building on a budgetNeo
 
International Innovation for AURA
International Innovation for AURAInternational Innovation for AURA
International Innovation for AURANick Coates
 
Personal Branding Workshop
Personal Branding WorkshopPersonal Branding Workshop
Personal Branding WorkshopLIXIL
 
Marketing the CPA 2011
Marketing the CPA 2011Marketing the CPA 2011
Marketing the CPA 2011Tina Lambert
 
Storytelling to Engagement
Storytelling to EngagementStorytelling to Engagement
Storytelling to EngagementAvi Savar
 
Its mf 2012 symposium brand presentation manfredo 8.12
Its mf 2012 symposium brand presentation manfredo 8.12Its mf 2012 symposium brand presentation manfredo 8.12
Its mf 2012 symposium brand presentation manfredo 8.12Joel Manfredo
 
PR 101 - Communications for Startups and Entrepreneurs
PR 101 - Communications for Startups and EntrepreneursPR 101 - Communications for Startups and Entrepreneurs
PR 101 - Communications for Startups and EntrepreneursLars Voedisch
 
Starting your advertising career
Starting your advertising careerStarting your advertising career
Starting your advertising careerDavid Murphy
 
Creative Business Ideas: 10 Years of Euro RSCG Breakthrough Thinking
Creative Business Ideas: 10 Years of Euro RSCG Breakthrough ThinkingCreative Business Ideas: 10 Years of Euro RSCG Breakthrough Thinking
Creative Business Ideas: 10 Years of Euro RSCG Breakthrough ThinkingEuroRSCGMoscow
 
Open Source Marketing Workshop
Open Source Marketing WorkshopOpen Source Marketing Workshop
Open Source Marketing WorkshopSandro Groganz
 
Discover Your Inner Marketer and Advocate with Modern Marketing Strategies, N...
Discover Your Inner Marketer and Advocate with Modern Marketing Strategies, N...Discover Your Inner Marketer and Advocate with Modern Marketing Strategies, N...
Discover Your Inner Marketer and Advocate with Modern Marketing Strategies, N...Engagement Strategies, LLC
 
Real Time
Real TimeReal Time
Real Timenillo
 
Old Versus New Marketing
Old Versus New MarketingOld Versus New Marketing
Old Versus New MarketingStefaan Vandist
 
Crowd Sourcing: Tap into Your Customer's Brainpower
Crowd Sourcing: Tap into Your Customer's BrainpowerCrowd Sourcing: Tap into Your Customer's Brainpower
Crowd Sourcing: Tap into Your Customer's BrainpowerMediaSauce
 
BoB Brochure - August 2016
BoB Brochure - August 2016BoB Brochure - August 2016
BoB Brochure - August 2016Linzi Boyd
 

Similar to Advergirl: Engaging Talk Leaders and Readers (20)

Brand building for small charities
Brand building for small charities Brand building for small charities
Brand building for small charities
 
Brand building on a budget
Brand building on a budgetBrand building on a budget
Brand building on a budget
 
International Innovation for AURA
International Innovation for AURAInternational Innovation for AURA
International Innovation for AURA
 
Managing WOM
Managing WOMManaging WOM
Managing WOM
 
Personal Branding Workshop
Personal Branding WorkshopPersonal Branding Workshop
Personal Branding Workshop
 
Marketing the CPA 2011
Marketing the CPA 2011Marketing the CPA 2011
Marketing the CPA 2011
 
Old School vs. New School Brief
Old School vs. New School BriefOld School vs. New School Brief
Old School vs. New School Brief
 
Storytelling to Engagement
Storytelling to EngagementStorytelling to Engagement
Storytelling to Engagement
 
Its mf 2012 symposium brand presentation manfredo 8.12
Its mf 2012 symposium brand presentation manfredo 8.12Its mf 2012 symposium brand presentation manfredo 8.12
Its mf 2012 symposium brand presentation manfredo 8.12
 
PR 101 - Communications for Startups and Entrepreneurs
PR 101 - Communications for Startups and EntrepreneursPR 101 - Communications for Startups and Entrepreneurs
PR 101 - Communications for Startups and Entrepreneurs
 
Beyond Buzz
Beyond BuzzBeyond Buzz
Beyond Buzz
 
BAM Conference Notes
BAM Conference NotesBAM Conference Notes
BAM Conference Notes
 
Starting your advertising career
Starting your advertising careerStarting your advertising career
Starting your advertising career
 
Creative Business Ideas: 10 Years of Euro RSCG Breakthrough Thinking
Creative Business Ideas: 10 Years of Euro RSCG Breakthrough ThinkingCreative Business Ideas: 10 Years of Euro RSCG Breakthrough Thinking
Creative Business Ideas: 10 Years of Euro RSCG Breakthrough Thinking
 
Open Source Marketing Workshop
Open Source Marketing WorkshopOpen Source Marketing Workshop
Open Source Marketing Workshop
 
Discover Your Inner Marketer and Advocate with Modern Marketing Strategies, N...
Discover Your Inner Marketer and Advocate with Modern Marketing Strategies, N...Discover Your Inner Marketer and Advocate with Modern Marketing Strategies, N...
Discover Your Inner Marketer and Advocate with Modern Marketing Strategies, N...
 
Real Time
Real TimeReal Time
Real Time
 
Old Versus New Marketing
Old Versus New MarketingOld Versus New Marketing
Old Versus New Marketing
 
Crowd Sourcing: Tap into Your Customer's Brainpower
Crowd Sourcing: Tap into Your Customer's BrainpowerCrowd Sourcing: Tap into Your Customer's Brainpower
Crowd Sourcing: Tap into Your Customer's Brainpower
 
BoB Brochure - August 2016
BoB Brochure - August 2016BoB Brochure - August 2016
BoB Brochure - August 2016
 

Recently uploaded

Young Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya CherianYoung Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya CherianCDEEPANVITA
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesLPI ONG
 
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptxStreamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptxPaulBryant58
 
L-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersL-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersPlan Writers
 
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptBus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptendeworku
 
Green Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly ProductsGreen Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly ProductsWristbands Ireland
 
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)CXO 2.0 Conference
 
10 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 202410 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 2024Nate Evans
 
EPC Contractors aspects Presentation.pdf
EPC Contractors  aspects Presentation.pdfEPC Contractors  aspects Presentation.pdf
EPC Contractors aspects Presentation.pdfGiuseppe Tommasone
 
Meet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing EntrepreneurMeet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing Entrepreneurramya202104
 
Presented by Sabri international .......
Presented by Sabri international .......Presented by Sabri international .......
Presented by Sabri international .......SABRI INTERNATIONAL
 
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...BilalAhmed717
 
0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdf0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdfBloomerang
 
Importance of Commercial Vehicle Insurance.pptx
Importance of Commercial Vehicle Insurance.pptxImportance of Commercial Vehicle Insurance.pptx
Importance of Commercial Vehicle Insurance.pptxBonano Insurance
 
Unleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan BusinessUnleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan Businesstompeter3736
 
PHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPanhandleOilandGas
 
Benihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdfBenihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdfjavenxxx01
 
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptxAirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptxAirOxi Tube
 
HOW TO START EARNING WITH AFFILIATE MARKETING
HOW TO START EARNING WITH AFFILIATE MARKETINGHOW TO START EARNING WITH AFFILIATE MARKETING
HOW TO START EARNING WITH AFFILIATE MARKETINGNATHAN SPEAKS
 
"InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age""InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age"Adharsh45
 

Recently uploaded (20)

Young Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya CherianYoung Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya Cherian
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de Operaciones
 
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptxStreamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
 
L-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersL-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan Writers
 
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptBus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
 
Green Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly ProductsGreen Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly Products
 
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
 
10 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 202410 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 2024
 
EPC Contractors aspects Presentation.pdf
EPC Contractors  aspects Presentation.pdfEPC Contractors  aspects Presentation.pdf
EPC Contractors aspects Presentation.pdf
 
Meet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing EntrepreneurMeet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing Entrepreneur
 
Presented by Sabri international .......
Presented by Sabri international .......Presented by Sabri international .......
Presented by Sabri international .......
 
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
 
0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdf0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdf
 
Importance of Commercial Vehicle Insurance.pptx
Importance of Commercial Vehicle Insurance.pptxImportance of Commercial Vehicle Insurance.pptx
Importance of Commercial Vehicle Insurance.pptx
 
Unleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan BusinessUnleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan Business
 
PHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 Final
 
Benihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdfBenihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdf
 
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptxAirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
 
HOW TO START EARNING WITH AFFILIATE MARKETING
HOW TO START EARNING WITH AFFILIATE MARKETINGHOW TO START EARNING WITH AFFILIATE MARKETING
HOW TO START EARNING WITH AFFILIATE MARKETING
 
"InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age""InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age"
 

Advergirl: Engaging Talk Leaders and Readers

  • 1. Social Media 7 ways to engage talk leaders and readers
  • 2. How i Use it My online brand... • 4 years • 1,000+ posts • 2,000 subscribers • 40,000 Google listings • 100 technorati authority
  • 3. How i Use it You have to try this! Adoption Boredom Trial Abandonment My online life... del.icio.us
  • 5. Social Media How people use technologies to get the things they need from other people rather than traditional institutions (like businesses and media). News Shopping Advice Tools Networking Entertainment Social media is technology agnostic.
  • 6. How People Use Social Media How We Build content: How We Use content: collecT coNNecT WaTcH coMMeNT coNTRiBUTe leaRN acT cReaTe cHaNGe
  • 7. How Brands and agencies Use Social Media STRATEGY VALUE TO VALUE TO CLIENT CUSTOMER • What do we need to accomplish? • How will people ENGAGE with what we do? Why will they be interested enough to participate? Folklore at crispin, Porter & Bogusky: Alex Bogusky doesn’t want to see scripts anymore. “Don’t show me a script, show me the press release.”
  • 8. 7 Ways to Use Social Media
  • 9. 1 observe and listen to Build Relevance Where to find insights: What an insight looks like: • How does your audience talk about the brand? • What is their core definition of who you are? • What other interests do they share? • How do they use social media? PoSiTiVe YoUR Mini is a brand of “People like Me”: BUY oNe BRaNd BUY loTS • A club • A truly unique choice • A brand I’m passionate about, talk about and buy again NeGaTiVe
  • 10. digital ethnography How we’re connected: What we’re talking about: What we save (and share): What we’re paying attention to: del.icio.us What enchants and engages us:
  • 11. 2 Reach out to online Talk leaders The 5 commandments of Talking to Bloggers and Talk leaders: 1 Get to know your target 2 Be relevant or unexpected 3 Deconstruct content 4 Create fresh kinds of access • unexpected • exclusive • rewarding 5 Provide exclusives
  • 12. 3 Teach Storytelling old Role: dialing for Placements Follow up Create content Distribute content “I’m proud of this work. And I’m trying to get it out there. Will you post it?” New Role: create an Tell an empower engagement authentic social strategy story spokespeople “Drive one.”
  • 15. 4 Refresh Traditional Tools Socializing our approach From: To: Excite Engage Immediate Recall and Experience Retell Access Serve Up Inform Enable Educate Intrigue
  • 16. 5 Budget to Solve Problems They missed the appointment adVocaTe It doesn’t work PERSONALIZED I sat on hold URGENT aMBaSSadoR for 2 hours! SOLUTIONS FaN This sucks They screw their customers
  • 17. 6 Prioritize engagement early & often Traditional approach: Product Idea od nt Pr uc t Develop me Produ ct Package YoU caMe iN HeRe Market Strategy Stor y o and talked to people here coNSUMeR
  • 18. 6 Prioritize engagement early & often Social approach: Product Idea od so they have nt Pr uc t Develop me ownership here Produ ct Package engage people here Market Strategy Stor y o listen to people here YoU caMe iN HeRe coNSUMeR
  • 19. 7 Rewrite the crisis Plan Listening to and talking through social media when controversy hits Find windows into what talk leaders are saying before the story reaches a mass audience Empower brand trustees who know the mediums and speak passionately Plan ahead by establishing a credible online “people” voice
  • 20. it is as hard as you think . . . and many clients aren’t ready for it.
  • 21. People Talking about companies Brand People • What our customer wants • What our competitors don’t offer
  • 22. People creating and Telling Brand Stories Brand authenticity People • Aligned message • Clear story
  • 23. People inside and outside are Storytellers New Relationship Model CONSUMER COMMUNITY SHaRed PaSSioN BRAND Source: The Open Brand, by Kelly Mooney
  • 24. What else do you want to know? ologie.com/PRSa advergirl.com