Everyone wants their business to succeed in social media, and argue about measurement, but few actually offer any practical advice on how to succeed and what pitfalls to avoid. After watching this, you will walk away with 5 things you need to know to make this work for you.

1. Social Media for
Entreprenuers
October 28, 2010
Dave Linabury,
EVP, Group Director Social Media
Campbell-Ewald
1

2. The Age of Exabytes
1 billion
Gigabytes
2

3. How big is 2010:
21 Exabytes
the Internet? per month
SOURCE: HP
2002: 2008:
Internet = 5 Exabytes
5 Exabytes per month
3

4. Social Media
is not a fad
4

5. 52 %
5

6. 1% of the Earth’s
population plays
Farmville
6

7. ‣ 66% of businesses plan to
increase expenditures for social
media
—MediaPost Online Media Daily
‣ 65% of journalists turn to social
media sites such as Facebook and
LinkedIn, and 52% use Twitter as an
information source
—Cision and George Washington University’s MBA for Strategic PR
‣ 80% of companies use LinkedIn as
their primary means of nding new
employees
—Socialnomics09
7

8. Who Owns
Social Media?
8

9. ‣ PR?
‣ Corporate Communications?
‣ Marketing?
‣ Developers?
‣ IT?
‣ Your Customers?
9

10. It belongs to
everyone. It has to.
10

11. Case Studies:
How is Social Media
Being Used by Major
Corporations?
11

12. Tahoe Apprentice
‣ Tahoe Apprentice was a contest designed to
promote the launch of the Chevy Tahoe
‣ Contest ran four weeks and generated 250,000
entries
‣ Heavy news coverage and ultimately led to one
of Chevy’s most successful launches in history
‣ Criticized (initially) for negative ads
‣ Now praised as the textbook case of how to do
consumer-generated media right
12

13. 13

14. An Intractable
Problem
that Prevents
Recruiting
Every Year
14

15. Moms.
15

16. Mothers have a
biological instinct to
protect their children
16

17. From the Navy,
apparently.
17

18. Moms don’t want
to talk to
recruiters.
18

19. Our Proposal to the Navy:
‣ We’ll build an online community for Moms
‣ Moms can talk to moms who already have kids
in the Navy
‣ Open-source software to save money
‣ All word of mouth to join
‣ No Naval interference
‣ Short of hate speech, no censorship
19

20. The Navy said…
20

21. “That just
sounds risky
as Hell. Sir.”
21

22. Naval requirements to
Campbell-Ewald
‣ This will be a six month test
‣ No results? We pull the plug
‣ If the results are good, re ne and continue
‣ You get to start the community in the worst
recruiting area in the country: Boston,
Massachusetts
‣ If you get results there, we’ll consider going
national
22

23. Our Solution
‣ Ning platform ($50/month)
‣ Creative: A masthead design or three
‣ Minimal engineering time (CSS and a widget or
two)
‣ Invite in uential moms to populate during the
soft launch
‣ Pray
23

24. Secret Sauce
‣ Googled Navy blogger Moms
‣ Got 40,000 results
‣ Invited 71 moms that had large followings to start the
community; 67 agreed
‣ The moms added content for 2 weeks
while construction ensued
24

25. 25

26. To say it took off
would be a bit of an
understatement
26

27. 120 ,000+
Ph otos
1 ,350+
40 ,000+ G roups
Mem bers
8 50+ 000+
Vid eos 16, s
0+ E vents Topic
15
27

28. Viviane
Tina
Terry
Regina
Kimberly
Karen Davidson
Fred
Katey Lila
Marie
Jamie Nicole
SyracuseConnie
Heather Paul Libbey
Carolyn Love
Bill
Trish Vosburgh
Barb
HOW TO READ THIS MAP:
Social networks consist of two elements: Chris
Karen KAREN
GALLAGHER
nodes and edges. Super Influencer
Anita
LisaB
Nodes represent the people communi-
cating with each other. On this map,
Amber B
they are represented by colored circles. Amber
Angee
Kay
Patty Cole
This
chart
was
Edges represent the connections be- Victoria
tween the nodes. In other words, who
Navy News
Char
StevesMom
spoke to whom. Nodes with many STEVE’SMOM
Theresa
edges (connections) show that person
created
when
there
Potential Mom
turned Influencer
clearly reached out to lots of people
Mary Ellen
Helen Martin
Julie MassMom
and thus had a lot of activity and en-
gagement; an important measure in
social media. Angela Jefferson
B. Smith
Larisa Elliot
were
only
96
women
Robin
Stacey Melanson
on
the
site.
If
we
tried
Denise
Mary Pat
to
map
the
number
of
connec:ons
now,
the
Allison McCann
Stephanie Henderson
slide
would
be
over
Karen80
Ann
1/4
mile
square.
Mari
Shirley Foland
Bridget Ralston
Carol Hughes
VICKIE HILL
Vickie Hill Potential Mom, Angie
highly motivated
Cathy Finch
Christine
Ronda
Chasati Martin
MichelleB
Angela MacLeod Es:mated
number
of
connec:ons
between
Chris Johston's Mom
Bruce Pennino
Jay Anderson
Sha'
Joyce Tuscan Mom
Laurie Owens
members
exceeds
Debbie
Elaine Roxann
Joyce Slabaugh Sherry Johnson LAURIE OWENS
Navy Mom, Influencer
Kim Mills
Diana Morris
1,600,000,000.
Pat Gibson
Diane
John's Mom
Lucie Dunn
Maria Figueroa
Kathy Brandon's Mom
Sharon Simmons
Rita
Leann Castor
Susan J Tricia T
Sue
Melissa
Candy Girl
MaryAnn
Melanie
Peggy
Sheila
Shelly
Stephanie
Terry Whitney
28

29. Sociological Data
‣ A new mom joins the site every 21 minutes
‣ She will post 4.2 personal photos
‣ She will respond to 16 topics
‣ She will watch 11 videos
‣ She will invite four other moms
29

30. She will change her
mind about the Navy
on her 8th day as a
N4M member
30

31. Moms change their
minds for the same
reason every time…
31

32. They want to
be proud of
their kids,
too.
32

33. Results:
‣ We actually got recruits in Boston!
‣ Lowered the cost of recruiting in New England
‣ Changed the Navy’s recruiting script and
methods forever
33

34. What
works?
34

35. Know Your Audience
35

36. Content Strategy
1 2 3 4 5 6
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magna. Nam vitae libero ut sem
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Maecenas placerat cursus diam.
Donec ante lectus, hendrerit id, 1 Longform content, whitepapers, brochures
dictum vitae, condimentum et, nisl.
Suspendisse quis arcu ac felis
ornare commodo. Maecenas
elementum nibh in odio. Nunc mattis
2 Print length, online articles
ipsum vitae nunc.
In mattis semper lectus. 3 Blogs, email, landing pages
Pellentesque habitant morbi tristique
senectus et netus et malesuada
fames ac turpis egestas. Fusce
tincidunt nisl vitae lectus molestie
4 TV, radio scripts
lobortis. Praesent scelerisque blandit
quam. Phasellus sollicitudin quam a
odio. Vivamus id urna. 5 Mobile, OLA, OLM length
6 Micro-content like Twitter, Facebook status, FriendFeed, social bookmarks
7 Calls to action for buttons, links
36

37. Develop an Ecosystem
FLICKR
FACEBOOK
COMMUNITY
NAVY.COM
YOUTUBE
MAHALO SLIDESHARE
WIKIPEDIA
37

38. What doesn’t work?
38

39. It’s not about
numbers; it’s about
engagement and
relationships
39

40. ROI is crucial
IOR is even better
40

41. What’s the investment
of posting to Twitter?
41

42. What’s the
investment of
playing golf with a
client?
42

43. Or attending a party
on behalf of the
company?
43

44. All are crucial.
None have
measurable ROI.
44

45. Three Requirements
for Social Media
‣ Time
‣ Bodies
‣ A champion
45

46. Where’s the money?
‣ No one has a new pot of money to use
for social media
‣ 10% of media budgets are now for
social media in Fortune 500 companies
‣ Start by replacing your weakest
media with social media for six months.
‣ See if you (or your customers) miss it.
46

47. What can I do for
my business?
47

48. Radian6 Interface
River of Source
News (Live Count by
stream of tweets, Engagement
blogs, comments, Topic
replies, ratings, Trends by
etc.) Sentiment
Tagcloud
Trends
Workflow by Media
Type
48

49. Types of Analytics
‣ Share of Talk ‣ In uencers ‣ Velocity and
Virality
‣ Share of Voice ‣ Detractors
‣ Bounce Rate
‣ Engagement ‣ Brand Reach
‣ Conversion
‣ Participation ‣ Conversationa
l Gaps ‣ Loyalty
‣ Time Spent
with Brand ‣ Trends ‣ Tone
‣ Sentiment ‣ Topics ‣ ROI
49

50. Gender Analysis
‣ Ambiguous screen
names
‣ Fraudulent behavior
‣ Underage member
‣ Dual identities
‣ Assumed identity of
parent/spouse
50

51. 1
Align your efforts
with your current
business strategy.
51

52. 2
Ensure your
entire company
is on LinkedIn.
Consistently.
52

53. 3
The Age of Free.
What can you
give away?
53

54. 4
Don’t try to be
everywhere.
It’s impossible.
54

55. 5
Stop viewing
this as a tool or
channel. It’s a
relationship.
55

56. Less of
this.
56

57. More of
this.
57

58. Reputable Sources
‣ Mashable (mashable.com)
‣ ReadWriteWeb (readwriteweb.com)
‣ Chris Brogan (chrisbrogan.com)
‣ Copy Blogger (copyblogger.com)
‣ Social Media Explorer
(socialmediaexplorer.com)
58

59. Thanks, EO!
Dave Linabury
@Davezilla
Davezilla.com
Davezilla@gmail.com
59

60. • Neal Boudette - Choose a medium, drive traf c
to your content, delegate
• Ken Cauley - manage distributed network of
bloggers (GURU)
• Hubert Sawyers - integrate with your brand,
de ne & connect to your audience
• Marisa Smith - Integrate web, Twitter, Blog,
Facebook, LinkedIn
• Charlie Wollborg - NEWBIES! Create the
content to attract an audience
60