Messages that Matter
      Social Media Boot Camp | 11.17.09
Kevin Dugan | Empower MediaMarketing




                    ...
badpitch.blogspot.com | @prblog

IABC Kentucky | Social Media Club Louisville
Bootcamp                                    ...
Messages That Matter
   1. Messaging Basics
   2. Transitioning to Social Media
   3. Case Studies
   4. Action Items




...
Can you name this retailer?


IABC Kentucky | Social Media Club Louisville
Bootcamp                                       ...
Can you name this retailer?


IABC Kentucky | Social Media Club Louisville
Bootcamp                                       ...
Can you be Brief?

        MESSAGING BASICS


IABC Kentucky | Social Media Club Louisville
Bootcamp                       ...
Social Media Paradox




IABC Kentucky | Social Media Club Louisville
Bootcamp                                            ...
Creative Brief
   • One-page foundation for messages
            – Audience/customer insights
            – Key points of ...
Creative Brief
   • Surrounds                                                   Ads

     customer with a
     consistent ...
Finding your Social Voice

        TRANSITIONING TO SOCIAL MEDIA


IABC Kentucky | Social Media Club Louisville
Bootcamp  ...
From Brand Voice to Social Voice
  Brand Voice                                  Social Voice
  Brand accurately reflected ...
Creative Brief 2.0 -- Storytelling
   • When facts are widely available and instantly
     accessible, they become less va...
connect live


                                                                          support




                     ...
The Need for Story
   • “Incessant online chatter are pixels of people’s
     online identity.” – Clive Thompson, NYT
   •...
Best Buy | Sharpie | Sodexo

        CASE STUDIES


IABC Kentucky | Social Media Club Louisville
Bootcamp                 ...
Case Studies
   • Best Buy: Retail’s Social Brand
   • Sharpie: CPG Storyteller
   • Sodexo: Foodservice HR Network




IA...
Best Buy
   • Brand: Service-focused, innovator
   • Tactics: Twelpforce customer service channel,
     CMO blog, YouTube ...
Best Buy
   • Genuine stories, transparency and
     experimentation




IABC Kentucky | Social Media Club Louisville
Boot...
Best Buy




IABC Kentucky | Social Media Club Louisville
Bootcamp                                                  Copyri...
Best Buy




IABC Kentucky | Social Media Club Louisville
Bootcamp                                                  Copyri...
Sharpie
   • Brand: Enable storytelling, inspire creativity
     and encourage trial
   • Tactics: Customer community, blo...
flickr.com/photos/vodcars/1981244224




                                           flickr.com/photos/vodcars/1981232376

...
IABC Kentucky | Social Media Club Louisville
Bootcamp                                       Copyright Kevin Dugan │ @prblog
IABC Kentucky | Social Media Club Louisville
Bootcamp                                       Copyright Kevin Dugan │ @prblog
Sodexo
   • Brand: Start conversations to humanize and
     recruit
   • Tactics: Past employees are advocates, full-
    ...
IABC Kentucky | Social Media Club Louisville
Bootcamp                                       Copyright Kevin Dugan │ @prblog
IABC Kentucky | Social Media Club Louisville
Bootcamp                                       Copyright Kevin Dugan │ @prblog
IABC Kentucky | Social Media Club Louisville
Bootcamp                                       Copyright Kevin Dugan │ @prblog
Learn by Doing

        ACTION ITEMS


IABC Kentucky | Social Media Club Louisville
Bootcamp                              ...
Action Items
   1. Set Social Marketing Goals: This helps
      identify social voice(s)
   2. Conduct Due-Diligence: Is y...
Action Items
   4. Share: Design messages that can be
      customized and spread by customers,
      influencers and advo...
Action Items
   7. Cross-Platform Wisely: Take into account
     strengths and limitations in each platform
   8. Consider...
Thank You
   bit.ly/kybootcamp
@prblog │ @empowermm
Upcoming SlideShare
Loading in...5
×

Messages that Matter

1,534

Published on

My presentation given at IABC Kentucky and Social Media Club of Louisville event on 11.17.09

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,534
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Messages that Matter

  1. 1. Messages that Matter Social Media Boot Camp | 11.17.09 Kevin Dugan | Empower MediaMarketing flickr.com/photos/mattwells2/339027823
  2. 2. badpitch.blogspot.com | @prblog IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  3. 3. Messages That Matter 1. Messaging Basics 2. Transitioning to Social Media 3. Case Studies 4. Action Items IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  4. 4. Can you name this retailer? IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  5. 5. Can you name this retailer? IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  6. 6. Can you be Brief? MESSAGING BASICS IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  7. 7. Social Media Paradox IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  8. 8. Creative Brief • One-page foundation for messages – Audience/customer insights – Key points of differentiation – Reasons to believe • Prevents mission creep • Encourages integration • Created at brand and project levels IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  9. 9. Creative Brief • Surrounds Ads customer with a consistent News Store message Media Customer • Integration ≠ Effective Messaging Social Online Media IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  10. 10. Finding your Social Voice TRANSITIONING TO SOCIAL MEDIA IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  11. 11. From Brand Voice to Social Voice Brand Voice Social Voice Brand accurately reflected Manifested in several real people Single, anonymous, one-way Brand is more human in social Consistent across touch Engaging and two-way points Unique to the company Listens, learns and interacts − Shiv Singh, Social Media for Dummies IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  12. 12. Creative Brief 2.0 -- Storytelling • When facts are widely available and instantly accessible, they become less valuable. Stories are easier to remember than facts. -- A Whole New Mind, Dan Pink • Stories are facts, wrapped in an emotion, bringing people together and building loyalty. -- The Elements of Persuasion, Maxwell & Dickman IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  13. 13. connect live support feedback friend/ Facebook, LinkedIn, follow/ Twitter, Flickr, YouTube fan reply/ rt share/ comment/ link discuss IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  14. 14. The Need for Story • “Incessant online chatter are pixels of people’s online identity.” – Clive Thompson, NYT • Consumers are constantly finding ways to express themselves via varying media -- from online profiles to fashion – Iconoculture • Ambient awareness is the end result IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  15. 15. Best Buy | Sharpie | Sodexo CASE STUDIES IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  16. 16. Case Studies • Best Buy: Retail’s Social Brand • Sharpie: CPG Storyteller • Sodexo: Foodservice HR Network IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  17. 17. Best Buy • Brand: Service-focused, innovator • Tactics: Twelpforce customer service channel, CMO blog, YouTube Channel, aggregates social content and conversation • Voice: Barry Judge and Best Buy employees Best Buy has come full-circle to become a social brand IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  18. 18. Best Buy • Genuine stories, transparency and experimentation IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  19. 19. Best Buy IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  20. 20. Best Buy IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  21. 21. Sharpie • Brand: Enable storytelling, inspire creativity and encourage trial • Tactics: Customer community, blog, Flickr, Twitter, Facebook and YouTube • Voice: Sharpie Susan Wassel Storytelling equates sales, advocacy and loyalty for Sharpie IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  22. 22. flickr.com/photos/vodcars/1981244224 flickr.com/photos/vodcars/1981232376 IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  23. 23. IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  24. 24. IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  25. 25. Sodexo • Brand: Start conversations to humanize and recruit • Tactics: Past employees are advocates, full- scale CGM across Twitter, Flickr, Facebook, blogs and YouTube details culture • Voice: Kerry Noone Sodexo shows benefit of engaging employees IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  26. 26. IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  27. 27. IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  28. 28. IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  29. 29. Learn by Doing ACTION ITEMS IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  30. 30. Action Items 1. Set Social Marketing Goals: This helps identify social voice(s) 2. Conduct Due-Diligence: Is your voice Google- friendly? 3. Revisit Creative Brief: Is the right story told to the right people in the right places? IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  31. 31. Action Items 4. Share: Design messages that can be customized and spread by customers, influencers and advocates 5. Broaden Definitions: Content, messages and models are changing 6. Revisit Touch Points: Are you sprinkling social across other marketing efforts? IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  32. 32. Action Items 7. Cross-Platform Wisely: Take into account strengths and limitations in each platform 8. Consider Blended Opportunities: There is solid ground between paid and social media 9. Ask me a question! This is the last slide. IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  33. 33. Thank You bit.ly/kybootcamp @prblog │ @empowermm

×