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Final EEC 2010 Social Media Workshop Deck

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Social Media Workshop deck presented by Mike Corak of Mighty Interactive and www.digitalmarketingstrategy.com, Jason Baer of www.convinceandconvert, and DJ Waldow blue sky factory at the EEC 2010 …

Social Media Workshop deck presented by Mike Corak of Mighty Interactive and www.digitalmarketingstrategy.com, Jason Baer of www.convinceandconvert, and DJ Waldow blue sky factory at the EEC 2010 conference. Social media, social media strategy, social media planning, social media tactics, social media blog, social media advertising, social networking

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  • JB
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  • 10:05
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  • Facebook and Bing. Google allows Facebook, but not that much. MC
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  • Zumiez keeps this all social to protect “underground” image. You are only invited if you are apart of “the club”. MC
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  • MC – 11:00
  • MC – 11:00 – 11:10
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  • Compete
  • Questions to ask
  • Questions to ask
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  • JB- 1:40 – Worksheet 1:50
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  • DJ – 1:50
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  • DJ - LIVE
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  • DJ - PeopleBrowsr
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  • MC – 10 minute break?
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  • Transcript

    • 1. Social Media Revolution
    • 2. Why Before How: Developing Successful Social Media Strategy & Synergistic Integration
      February 1, 2010
    • 3.
    • 4. DJ WaldowDirector of Communitywww.blueskyfactory.com@djwaldow
    • 5. Mike CorakDirector of Interactivewww.offmadisonave.com@mikecorak
    • 6. Photo Credit: roadsidepictures
    • 7. Photo Credit: mocambique
    • 8. Social Audit Checklist
      • What are the current conversations about…
      • 9. Your Brand(s)?
      • 10. Your Executives & Key Players?
      • 11. Your Industry?
      • 12. Your Competitors?
      • 13. Where are those conversations taking place?
      • 14. What opportunities are present to engage the audience?
      • 15. Messaging
      • 16. Programs/Promotions
      • 17. Venues/Tools (e.g. Facebook, Twitter, YouTube)
      • 18. What does success look like?
    • “You can’t take something off the Internet. That’s like trying to take pee out of a swimming pool.”
      - Joe Rogan’s character on Newsradio
    • 19. Activity | Sentiment | Influencers | Impact
    • 20.
    • 21.
    • 22. Listening Implications
    • 23.
    • 24.
    • 25. Photo Credit: Frank Eliason
    • 26.
    • 27. How Much Do You Suck?
      (a volunteer please)
      Photoby Emily Kreed
    • 28. Social Media is an Ingredient First, an Entrée Second
    • 29. Traditional Marketing Mix
    • 30. Enter Social Media
    • 31. Integrating Social Media
      Attracting New Fans & Followers
    • 32. Integrating Social Media
      Encouraging those people to engage and/or buy
    • 33. Integrating Social Media
      Retaining previous customers or brand advocates
    • 34. Social Media + Email
    • 35.
    • 36.
    • 37.
    • 38.
    • 39.
    • 40.
    • 41.
    • 42.
    • 43.
    • 44.
    • 45.
    • 46.
    • 47. Social Media + Search
      Blog
      YouTube
      Blog
    • 48. Google Real-Time Search
    • 49. Conversations ∞ Content
    • 50.
    • 51. Search Drives Content Consumption
    • 52. Blogging for Content & Commerce
    • 53. Search From Social Outposts
    • 54. Social Media + Events
    • 55. Integration Tools & Tactics
    • 56. Virtual Communication  Real Live Events
    • 57.
    • 58. Social Media & Advertising
    • 59.
    • 60.
    • 61.
    • 62.
    • 63.
    • 64.
    • 65. Social Media + Media Relations
    • 66.
    • 67.
    • 68.
    • 69. 2. Public Relations
    • 70. The New PR Pitch
      140
    • 71. Take a Break
    • 72. Gather Data
      Photoby Ansik
    • 73. Creating a Social Media Strategic Map
    • 74. The New Way:
      Use Human Engagement and Dialog to Drive Preference and Loyalty
      The Old Way:
      Use Targeting and Interruption to Convince
    • 75. A Successful Social Media Program:
      Uses Humanization and Approachability to Create Kinship and Brand Preference
    • 76. Social Media Isn’t a Conversation. It’s Where the Conversation Takes Place.
    • 77. Tools Change. Always..
      Share of Search, 1999
    • 78. Worry About the Tools Last, Not First
      www.theconversationprism.com
    • 79. 7 Step Process
      Listen
      What’s the Point?
      Analyze Audience
      Find Your One Thing
      Select Outposts
      Pick Metrics
      Make a Statement
    • 80. 1. Listen
    • 81. Listening Results
      • What’s Being Said
      • 82. About Us
      • 83. About Our Competitors
      • 84. Sentiment & Share of Voice
      • 85. Who’s Saying It?
      • 86. Where Are They Talking?
    • Free Listening Worksheet
    • 87. 2. What’s the Point? Awareness?
      Sales? Loyalty?
    • 88. Pick One
    • 89. Photoby JamiesRabbits
      3. Analyze Audiences
    • 90. Who Are They?
      Age
      Gender
      Geography
    • 91. What Relationship Do They Have With Your Brand?
    • 92.
    • 93. Pick Up to Two, Adjacent
    • 94. How Does the Audience Use Social Media?
    • 95. We’re Not All Spielberg
    • 96. 1961 Entries
      300 Entries
    • 97.
    • 98. Map Demographics To Social Media Usage
      http://www.forrester.com/Groundswell/
    • 99. Determine Whom You’re Going to Reach
      Select 2 to 3 Rungs
    • 100. 4. What’s Your One Thing?
    • 101.
    • Passion is the Gasoline of Social Media
      Find Your One Thing And Build Around It
    • 110. It’s Not About Ketchup
      It’s About Where Ketchup Comes From
    • 111. It’s Not About Clothes
      It’s About the People Who Wear Them
    • 112. Finding the One Thing Isn’t Easy
    • 113. Brand Anthropology
      • Don’t Think – Listen and Observe
      • 114. Ask Your Customers
      • 115. Ask Your Agency
    • How Will You Be Human?
    • 116. Great Movements Are Made Up of Great People.
      Social Media Lets You Prove It.
    • 117. Sometimes It’s Better If the Employees are the Star. Or the Customers.
    • 118. Maybe It’s Not Just One Star
    • 119.
    • 120. The Greatest Story Ever Told
    • 121. 5. Select Outposts
    • 122. Photoby Compujeramey
      Hit ‘em Where They Are, Not Where They Ain’t
    • 123.
    • 124. 6. Measure Impact
    • 125. Awareness? Sales? Loyalty?
    • 126. Possible Metrics for Awareness
      Web Traffic From Outposts
      Social Mentions
      Share of Voice
      Followers, Fans, Friends
      Search Volume Trends
      Visits from Search
    • 127. Possible Metrics for Sales
      Social Connectivity of Customers/Prospects
      Redemption of Social Media-Only Offers
      Sales Funnel Actions by Social Referrers
      Repeat Visits by Social Referrers
    • 128. Possible Metrics for Loyalty
      Social Connectivity of Repeat Buyers
      Net Promoter Score, or Similar
      Increase in Positive Social Mentions
      Increase in Positive Ratings/Reviews
      Reduction in Customer Service Touches
    • 129. 7. Make a Strategic Declaration
      Photo by U.S. National Archives
    • 130. (Company Name)will drive (Awareness, Loyalty, Sales), by turning (People, Prospects, First-time customers, Repeat customers) into (Prospects, First-time customers, Repeat customers, Advocates).
       
      Centered around (One Thing), we will use (Humanization approach) to make the company more human.
       
      We will engage with (Creators, Critics, Collectors, Joiners, Spectators), on our (Home Base) and on (Outpost) and (Outpost).
       
      We will use (Metric), (Metric) and (Metric) to regularly measure the success of this social media strategy.
    • 131. Who Owns Social in the Organization?
    • 132. Build an Ark to Govern Social Media
      Paintingby Mary Singleton
    • 133. On the Ark
      Marketing / PR Staff
      Participate in Planning
      Coordinate Goals & Strategy
      Maintain Message Integrity
    • 134. On the Ark
      Customer Service Team
      Answer Questions
      Solve Problems
      Provide Proactive Alerts
    • 135. On the Ark
      Web Technology Team
      Production (Tools & Apps)
      Contests, iPhone Apps, Games
      Reference Social Media Outposts
      Fulfill Social Media Promises
      Deeper, More Detailed Information
    • 136. On the Ark
      Senior Management Team
      Give It Up
      Provide Content
      Be Present
    • 137. Do Not Use Force
      Photo by floodllama
    • 138. The Right People
      Passion
      Learn It.
      Leverage It.

      Love
      It.
      Time
      Knowledge
    • 139. Set Timelines
    • 140. Gather Data
      Photoby Ansik
    • 141. Data to Seek
    • Gather Data
      Photoby Ansik
    • 151. Community Manager:
      Your Online Mayor
    • 152. Personal vs. Business Branding
    • 153. Find Your Spheres
    • 154. DJ Waldow
      Email Marketing
    • 155.
    • 156. Retweets
    • 157. Lists
    • 158.
    • 159. Software & Automation
    • 160.
    • 161.
    • 162. Twitter Virality Tips
      Afternoons
      Thursdays - Sundays
      “Please RT”
      Minimal Posts
      Previously Retweeted
      Warnings, or Asking for Help
    • 163. About Facebook
      Communicate with Customers
      Share & Elicit Content
      Gain Key Insights
    • 164. Facebook Page Tenets
    • 165. Additional Facebook Page Tips
      Develop a Content Schedule
      But Allow for Flexibility
      Elicit Content from All
      But Keep a Watchful Eye (Quality Assurance)
      Be Creative, Engaging & Different
      But Know Facebook Limitations & Guidelines
    • 166. Facebook Applications
    • 167. Ecommerce on Facebook
    • 168. Facebook Metrics
    • 169. Facebook Fan Box
    • 170. Facebook Advertising
    • 171. Blogging: Your Online Magazine
    • 172. Blogging = Traffic
    • 173.
    • 174.
    • 175. A Volunteer, Perhaps?
    • 176. LinkedIn
      Your Digital Rolodex
      Strictly Business
      Fantastic for Networking
    • 177. Your Smiling Face
      Your Current/Recent Positions
      Your Connections
      Your Quick Summary
      Your Interests
      - Blog Posts
      - Tweets
      - Presentations
      - Reading List
      - Etc.
      Your Experience / Education / Groups
    • 178. Invite People You Meet/Know
      Upload Contact Lists
      Follow Up After Meetings
      Browse Connections’ Connections
      Learn more about Prospects
    • 179. Give (to Get) Recommendations
    • 180. Join Groups
    • 181. Ask & Answer Questions
    • 182. Create Company Pages
    • 183.
    • 184. We Want You!
      Subscribe to our FREE industry newsletter:
      Become an eec member & join the world’s largest organization of email marketers.
       Save $100 with discount code EEC10
      www.emailexperience.org

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