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Social Media for Advertising and Marketing Specialists


Presentation for the American Advertising Federation

Presentation for the American Advertising Federation

Published in Business , Technology
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  • Low Cost MarketingEasy to get awareness. Viral marketingWe have to Do itGetting our feet wet . Learning by trial and errorGetting TractionDell, Starbucks, Tide, Intuit
  • What are most effective things to doWhy they would use Web 2.0 and how to measure effectiveness (and metrics may be more subjective than objective, so how do they communicate “success” to their bosses)How to set up the best Web 2.0 approach to fit the company and what it wants to accomplish; and it’s not just a technology platform, it’s a cultural phenomenon (human-centric)
  • and what it wants to accomplish; and it’s not just a technology platform, it’s a cultural phenomenon (human-centric)
  • Opening remarks:Like most things new, it comes with opportunities and risksClosingBut how much time should people spend on social media during work?It’s here to stay – for companies of all sizes, and it’s just starting
  • For 57% of organizations it is important or very important to combine social and enterprise content
  • It’s about peopleAcquire the right skillsOr Hire the people who gets itIt’s a Culture Shift – you have to live itGet Executive Buy-InRequires Engagement and passion
  • Can you create a community?It may already existYou can foster and promoteCreate versus participateStart a Dialog With Your CustomersFind Out Your Customer’s InterestsLeverage Your Existing CommunityFind out who are the influencersMilestones – it will take some timeSocial Media GuidelinesPersonal Brands versus Corporate Brand
  • Consumer’s expectations for an engaging web experience have evolved over the last 12-18 months and will continue to evolve. It’s not good enough to just have a website. You need to deliver experiences that create an emotional attachment. They need to be much more personal, rich and social. There are 4 key attributes of an engaging web experience:PersonalPersonal = relevanceBuilding an emotional attachmentEnd goal, "I love this site.” People love a site if it gives them what they want; make content easy to find & deliver right content to the right people at the right timeDeliver an experience that people love and makes it easy for them to find the information they’re looking forThere is an explosion of content, it is getting harder to find the right contentMultichannelMultichannel = convenienceMobile society requires content and experiences to be delivered in a convenient mannerDeliver the right content, anytime, anywhere, on any deviceSocialSocial = trustSocial web is all about interacting and connecting with peersSee what other people are saying through user-generated content, ratings, communities, etc. Enrich existing content with UGC contentPower shifting to consumer. From enterprises talking about their content to consumers talking about it (UGC is more trusted)ImmersiveImmersive = interactiveRich media such as flash, use of videos.Web is very interactive today and will become even more dynamic in the future  The best, most engaging web experiences combine all 4 of these attributes together to create an emotional attachment.
  • Web 2.0 is about an explosion of informationContent is only useful when it is relevant and timelyFinding the right content is criticalHow much content about your brand exists online?Make it easy to Find on your siteIntegrate content and searchSyndicate outConsolidate content inContent Strategy90-9-1 listener/contributor/builder
  • Social Media is AmbiguousWhat is your strategy?What will you measure?How much to invest?Best PracticesHire someone who understands social media.Define a strategy with defined milestones.Measure clicks, influence, buzzFocus on business results
  • Establish the tools for building and participationWikis, Forums, Twitter, Facebook, Flickr, friendfeed, etc.Brand consistency and control vs. participationEstablish the processes for listeningYou must demonstrate you are listeningRoll out plan and guidelinesWho, How, WhenLead by ExampleAuthenticityEnsure you are properly staffedPrepare for growth
  • It’s about an Integrated Marketing experienceDon’t promote social media as a siloCross links and integration with traditional Mktg.Integrate persuasive and social contentBe active – participateGo where the conversation isHave something interesting to sayWatch it grow, listen, react


  • 1.
    Social Media
    Dan Elder, CKMP
    Collaboration Specialist
    and Digital Media Advisor
  • 2. Social Media Trends andBest PracticesA Roadmap to Build a Successful Web 2.0 StrategyDan Elder, CKMPTopsarge Business Solutions
  • 3. State of Social Media
    What is Social Media
    Survey Results and Insights
    What Does Web 2.0 Mean for Your Business
    Understanding What and How
    Key Strategies for Success
    Best Practices and Practical Advice
  • 4. What is Social Media?
    User Generated Content
    Web 2.0
    Enterprise 2.0
    Social Networking
  • 5. Social Media Landscape
    Photo Sharing
    Social Networks
    Social Bookmarks
  • 6. Social Media is No Longer “New”
    There is no doubt social media is important. It has changed the way people communicate, and It has changed business forever. And it has changed very quickly. The data shows manyt companies are just getting their feet wet.
    Social Media is today like the Web was in the 90’s – everyone knew they need to use the web, manyt were unsure how
    • Only 14% of organizations have 2 years of experience with social media.
    • 7. 50% have started their social media initiatives in the last two years.
    • 8. 23% have plans of using social media in the future but have not started.
    • 9. 13% have no plans for using social media soon.
  • Why use Social Media
    Today, 93% of organizations surveyed are using at least one social media tool as part of their marketing plan
    Awareness & New Marketing Labs, 2009 Survey of 623 marketing executives at mid to large corporations
  • 10. According to a Center for Media Research report50+ percent of Marketers were using Using Social Media in 2010
    Low Cost Marketing
    We HAVE to Do It
    Getting Traction
  • 11. What People Are Saying
    “Online users spend 22.7% of their time on social networking sites. That’s twice as much time as we spend on any other online activity.”
    “You have to go to where the people are and attach yourself to what they want to do."
    Jennifer Van Grove, Gist
    David Carlick, VantagePoint Venture Partners
    “Even a relatively small investment in social media marketing can have major payoffs for businesses of all sizes..”
    Blue Fountain Media
  • 12. Evolution of Social Media
  • 13. Effectiveness
    Only 12% would rate their Web 2.0 initiatives as Effective
  • 14. Effectiveness Raises Question on Measurement
    Companies feel that Web 2.0/social media should be part of their branding/marketing but are still unsure about:
    • What are most effective things to do
    • 15. Why they would use Web 2.0 and how to measure effectiveness
    • 16. How to set up the best Web 2.0 approach to fit the company
  • Organizational Maturity
    Almost 40 % of surveyed have no social media process or strategy in place.
    Only 23% have a strategy document.
    The data suggests most companies are using social media tactically. Very few have a strategy in place, the guidelines, processes, focus and metrics to succeed long term.
  • 17. Tools vs. Strategy
  • 18. Beyond Engaging Customers
    Social Media will be pervasive in the modern organization.
    A tool to engage
    Twitter lags behind other social media tools, but with 500m users, Facebook clearly stands out.
    Our belief is that the tools are secondary.
  • 19. What Does Web 2.0 Meanfor Your Company?
  • 20. Social Media is a new way of engaging and interacting with customers, partners and employees
    It’s about People - Shifting Control to Customers
    Broadcasting versus Participation
    From formal announcements (press releases) from organizations to real-time micro-updates (tweets) by individuals
    A New Business Paradigm
  • 21. Transparency and Authenticity
    Participation, Listening and Acting
    Quantity and Quality of Information – Value to Noise Ratios
    Social media is important and requires investment
    A Mind-Shift and a New Culture
  • 22. For 57% of organizations it is important or very important to combine social and enterprise content
    Social Media supports a strategy
    A customer service/customer support strategy
    A marketing strategy
    A product development strategy
    It is about an Integrated Experience
    Social marketing will be a required skill
    Social Media is Not a Strategy
  • 23. Web 2.0 is about an explosion of information
    Content is only useful when it is relevant and timely
    Finding the right content is critical
    How much content about your brand exists online?
    Make it easy to find on your site
    Integrate content and search
    Syndicate out
    Consolidate content in
    Unlocking the Value of Content
    73% of surveyed organizations said Search was important or very important
  • 24. Successful Strategies
    Guidelines and Recommendations
  • 25. People
    5 Steps to Success
  • 26. 1. Get People On Board
  • 27. It’s about people
    Acquire the right skills
    Or hire the people who get it
    It’s a culture shift – you have to live it
    Get executive buy-in
    Requires engagement and passion
    1. Get People On Board
  • 28. “Companies that are venturing into social media need to understand that onyone who recieves a paycheck can affect the company’s strategies”
    - Liana Evans, Social Media Marketing
  • 29. 2. Develop a Strategy
  • 30. Can you create a community?
    It may already exist
    You can foster and promote
    Create versus participate
    Start a dialog with your customers
    Find out your customers’ interests
    Leverage your existing community
    Find out who are the influencers
    Plan for the long term
    Milestones – it will take some time
    Social media guidelines
    2. Develop a Strategy
  • 31. Customer Expectations for the Web
  • 32. Content is King
    The challenge is to unlock the value of your content.
  • 33. 3. Clear Goals and Metrics
  • 34. 3. Clear Goals and Metrics
    Social Media is ambiguous
    • What is your strategy?
    • 35. What will you measure?
    • 36. How much to invest?
    Best Practices
    Hire someone who understands social media.
    Establish a strategy with defined milestones.
    Measure clicks, influence, buzz.
    Focus on business results.
  • 37. Marketing
    Leads, engagement, conversion
    Corporate Communications & Public Relations
    Listening, influence, awareness
    Customer Support
    Time to resolution, issues resolved - cost savings
    Human Resources
    Ramp-up, time to productivity, retention
    Knowledge Management
    Productivity, agility, efficiency
    Product Development
    Adoption and competitiveness
    Social Media Driving Business Results
  • 38. 4. Resourcing
  • 39. 4. Resourcing
    Establish the tools for building and participation
    Wikis, Forums, Twitter, Facebook, Flickr, friendfeed, etc.
    Brand consistency and control vs. participation
    A platform, not tools
    Establish the processes for listening
    You must demonstrate you are listening
    Roll out plan and guidelines
    Who, How, When
    Lead by example
    Ensure you are properly staffed
    Prepare for growth
  • 40. 5. Promotion
  • 41. It’s about an integrated marketing experience
    Don’t promote social media as a silo
    Cross links and integration with traditional marketing
    Integrate persuasive and social content
    Be active – participate
    Go where the conversation is
    Have something interesting to say
    Watch it grow, listen, react
    5. Promotion
  • 42. What's next ?Consolidation
    What's next ?ROI
  • 43.
  • 44. Questions
    Visit for details on how we can help you with your social media strategy and a copy of this presentation.
    Time Saving Tips for Social Media Management
    Thank You
    Dan Elder, CKMP
    Collaboration Specialist
    and Digital Media Advisor