The document discusses how social media has changed marketing. It outlines two promises: how social media changes marketing campaigns and principles for successful social media marketing. For campaigns, it advises creating, distributing, and analyzing content through new tools and an approach where messages are questions, channels are cultures, and metrics have new meaning. For principles, it recommends listening to understand cultures, being authentic to build trust, moving fast through iteration, and keeping content focused with constraint for creativity.

1. New York, May 19, 2009

2. Social Media Principles

3. Nick Gonzalez

4. HACK ME

6. Focal Point Of
Startup Community

7. Focal Point Of
Startup Community
2,000,000 Daily

8. Focal Point Of
Startup Community
2,000,000 Daily
Legitimized Blogging

9. FLACK ME

10. Social Media

11. Social Media

12. (1)How Social Media Changes Marke9ng
Campaigns
(2)Principles For Successful Social Media
Marke9ng

13. Promise (1)
How Social Media Changes
Marke9ng Campaigns

29. Create

30. Create Distribute

31. Create Distribute Analyze

32. New Tools
New Approach

33. Create Distribute Analyze

34. Create Distribute Analyze
Features

35. Create Distribute Analyze
Channels
Features

36. Create Distribute Analyze
Channels
Features
Metrics

37. Changes In Approach

38. Changes
• Messages Are • Messages are
Statements QuesAons
• Channels are • Channels are
Conduits Cultures
• Metrics Measure • Metrics have
Exposure Meaning

39. Create
MarkeAng Messages
Are QuesAons

40. What would you say to
the President?

41. What would you say to
the President?

42. Guided ConversaAon

43. Distribute
Channels Are Cultures

44. Social Norms
• Behavior varies by
channel
• Forms of expression
• Types of gestures
• Types of relaAonships

45. Social Norms
• Behavior varies by
channel
• Forms of expression
• Types of gestures
• Types of relaAonships

46. Analyze
Metrics Have New
Meaning

47. New Metrics
Neilsen
• Friends
• Followers
• Readers
• Comments
• RaAngs

48. Promise (2)
Principles For Successful
Social Media Marke9ng

49. How Do We Reproduce
Success?

50. (1) Listen
(2) Be Authen9c
(3) Move Fast
(4) Less is More

51. Listening is Required
• Gauge SenAment
• Understand Culture
• Create a Response

52. Blog Post Heard ‘Round
The World

53. Dell’s (Slow) Response
• 12 blogs • Idea Storm
• 23 TwiXer accounts
• Forums ‐ 1.5 million
users
• Groups
• Wikis

54. Be AuthenAc
• Build Trust
• Be Raw
• Be Human

55. D !
S T E
B U

57. Move Fast
• Iterate ... Iterate ... Iterate
• Like exercise, a liXle each day

60. Less is More
• Turn Down The Volume
• CreaAvity Comes From Constraint

63. Crea9vity Comes From Constraint

64. Crea9vity Comes From Constraint

65. Summary
Approach Principles
• Messages are (1) Listen
QuesAons
(2) Be Authen9c
• Channels are Cultures
(3) Move Fast
• Metrics have Meaning
(4) Less is More

66. Nick Gonzalez
• Twitter.com/NickGon
• Nick@socialmedia.com
• Blog.SocialMedia.com