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SOURCE: http://flickr.com/photos/konaboy/176460812/




 Staying Afloat in
       Social Media



                                                      John Moore
SOURCE: http://flickr.com/photos/casch/828665095/
SOURCE: http://flickr.com/photos/sis/52290601/
SOURCE: http://flickr.com/photos/9613367@N03/735231064/
SOURCE: http://flickr.com/photos/dan_ellidge/2580830531/
SOURCE: http://flickr.com/photos/sharpimage/3269966783/
“Right now, your customers are
writing about your products on blogs
and recutting your commercials on
 YouTube. They’re defining you on
 Wikipedia and ganging up on you
   in social networking sites like
            Facebook.”

                  Charlene Li & Josh Bernoff
                  GROUNDSWELL (2008)
“These are all elements of a social
phenomenon— the groundswell —
 that has created a permanent,
   long-lasting shift in the way
        the world works.”



                Charlene Li & Josh Bernoff
                GROUNDSWELL (2008)
Staying Alfoat in Social Media
Staying Alfoat in Social Media
The Internet is an
extension of your
marketing dept.
Creating a “World Wide Rave”
is about spreading ideas and
  having other people tell
        your stories.




                        David Scott
Staying Alfoat in Social Media
Staying Alfoat in Social Media
Social Media
Websites that encourage
  its readers to post
        content
Social Media
Helps businesses grow in
   salience and sales
Staying Alfoat in Social Media
The smaller
you are,
the bigger
               The bigger
you must
                  you are,
LOOK.
              the smaller
                 you must
                     GET.
Small businesses can look
bigger and big businesses
     can get smaller
Staying Alfoat in Social Media
Staying Alfoat in Social Media
nearly 500 Zappos employees actively use Twitter
$1B in sales (2008)
           9.0M purchasing customers
          38% purchased in past year
       75% are returning customers*
                                 * they spend 30% more


SOURCES: http://en.wikipedia.org/wiki/Zappos & http://www.slideshare.net/zappos/zappos-womma-111308-presentation
“Twitter is … a great way for
           employees and customers to see that
                  we are real people, and it makes
                             the relationship a lot more
            personal, which is what we ultimately
                       want people to feel about the
                                             Zappos brand.”

                                                                      Tony Hsieh
                                                                      ceo, Zappos

SOURCE: http://www.inquisitr.com/2694/twitter-marketing-an-interview-with-zappos-ceo-tony-hsieh/
“Our #1 priority as a company is our
               company culture. We believe if we
           get the culture right, most of the other
                               stuff, like great customer
                 service,                         will fall into place on its
                                                            own.”

                                                                      Tony Hsieh
                                                                      ceo, Zappos

SOURCE: http://www.inquisitr.com/2694/twitter-marketing-an-interview-with-zappos-ceo-tony-hsieh/
Staying Alfoat in Social Media
Staying Alfoat in Social Media
Staying Alfoat in Social Media
Staying Alfoat in Social Media
Staying Alfoat in Social Media
Staying Alfoat in Social Media
>> SHIFT PERSPECTIVE <<

Go from being a Creator
     to an Enabler.




                      Kate Thorp
Staying Alfoat in Social Media
“Listening is a highly underrated
     marketing strategy.”




                          Leslie Forde
Conversation requires
listening & responding.
Staying Alfoat in Social Media
Staying Alfoat in Social Media
Staying Alfoat in Social Media
Staying Alfoat in Social Media
1



                          2




                  3


         4
                      5
More than One Ocean
If you hide the
truth, someone will find
         the truth.
Staying Alfoat in Social Media
Staying Alfoat in Social Media
Staying Alfoat in Social Media
It’s about progress,
   not perfection.
Staying Alfoat in Social Media
Staying Alfoat in Social Media
John Mackey posted over 1,300 messages
  in the Yahoo! financial boards from 1999
to mid-2006. In these messages, Mackey hid
 behind an alias (“rahodeb”) and trumpeted
    Whole Foods while trashing Wild Oats.
What gets measured,
gets manufactured.
Staying Alfoat in Social Media
Staying Alfoat in Social Media
Buzz doesn’t create
evangelists. Evangelists
     create buzz.
Staying Alfoat in Social Media
Staying Alfoat in Social Media
Staying Alfoat in Social Media
All Products.
All Channels.
SOURCE: http://www.flickr.com/photos/churl/318665120/
All Content.
All Channels.
#cpc
search.twitter.com
Being “agnostic” about
 the media platform.

               Kelley Woodland
Staying Alfoat in Social Media
“In the end, we may be in love
with books, but it’s words that have
       truly won our hearts.”




                  Jeff Gomez
                  PRINT IS DEAD (2007)
“It’s words that whisper into our
ear and transform us, that make us
  believe in other worlds or new
emotions we didn’t know existed.”




                 Jeff Gomez
                 PRINT IS DEAD (2007)
“It’s words that keep us company
in those planes, on subways trains,
     or our comfy couches.”




                 Jeff Gomez
                 PRINT IS DEAD (2007)
“It’s words, not books, paper,
papyrus, or vellum pages that
    transform our lives.”




               Jeff Gomez
               PRINT IS DEAD (2007)
SOURCE: http://flickr.com/photos/23270082@N03/2644114373/
SOURCE: http://flickr.com/photos/ddexter_free/2601561386/
SOURCE: http://flickr.com/photos/konaboy/176460812/




 Staying Afloat in
       Social Media



                                                      John Moore
Questions?

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