WELCOME! GRAVITY SUMMIT AT UCI  Social Media Marketing for Business Beverly Macy, CEO Gravity Summit June 22, 2009 Univers...
Sponsors TITLE SPONSORS KEY SPONSORS TWEETUP AFTER PARTY SPONSOR
Special Thanks! Business Industries Here Today: Healthcare, government, non-profit, ad agencies, public relations, enterta...
Gravity Summit UCI Agenda 6-22-09 <ul><li>9:00 Welcome / Introductions </li></ul><ul><li>9:15 Social Media Marketing Overv...
Bridging the Gap <ul><li>Educate, Learn, Inform, Empower </li></ul><ul><ul><ul><li>From Peers and Experts </li></ul></ul><...
Your Experience Today <ul><li>Drinking from the Fire Hose </li></ul><ul><li>New Ideas and Strategies </li></ul><ul><li>Foo...
Missed Opportunities <ul><li>Average business has 7% awareness </li></ul><ul><li>90% of your target market is not ready to...
What’s Happening? <ul><li>Twitter Has Changed Everything </li></ul><ul><li>Broadcast Viewership and Listenership is Erodin...
Communication 101 Sender Receiver Message Create a conversation
New Reality <ul><li>http://www.youtube.com/watch?v=ciSrNc1v17M </li></ul>
  The World of NOW <ul><li>CNN or TNN? </li></ul><ul><li>Red Cross  disaster response and fundraising on Twitter </li></ul...
<ul><li>Think about the way these people have branded themselves  </li></ul><ul><li>There has been change in what a tradit...
Groundswell Is About…. <ul><li>Listening to customers </li></ul><ul><li>Talking to customers </li></ul><ul><li>Energizing ...
Where Is Your Audience? <ul><li>Blogs  </li></ul><ul><li>Social Networks  </li></ul><ul><li>Message Boards/Forums  </li></...
Social Media Listening Plan   <ul><li>What content are your customers creating?  </li></ul><ul><li>What are they intereste...
Gravity Summit Calendar <ul><li>August 31, 2009 Harvard Faculty Club, Library </li></ul><ul><li>  The New NOW </li></ul><u...
TWEET-UP AFTER PARTY <ul><li>You are Invited to the Free Gravity Summit  </li></ul><ul><li>EVERYONE WELCOME GRAVITY SUMMIT...
Thank You! <ul><li>  www.gravitysummit.com </li></ul><ul><li>Rodney Rumford </li></ul><ul><li>858.720.9604 </li></ul><ul><...
Social Media Best Practices <ul><li>Start with a plan, not tactics.    </li></ul><ul><li>“ Give to get”  New Paradigm - Gi...
Social Media Worst Practices <ul><li>Being FAKE in any way </li></ul><ul><li>Not listening </li></ul><ul><li>Being oblivio...
Gravity Summit Consulting Services <ul><li>Education and Training </li></ul><ul><li>There is no such thing as a one size f...
Suggestions <ul><li>Start a blog on Wordpress or Blogger </li></ul><ul><ul><li>Family, vacation, hobby  </li></ul></ul><ul...
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Social Media Changes Everything

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Gravity Summit: Social Media Overview

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  • My statements are a culmination of my following this movement since 2000 – the year The Cluetrain Manifest was publish – the year when everything began to change. Cluetrain is to the future of marketing what Positioning was to marketing in the 1970s. It’s been translated into 12 different languages It’s ranked #6 on Business Week&apos;s list of 2000 business bestsellers It’s ranked #9 on Amazon&apos;s list of 2000 business bestsellers It was written by four guys you’ve probably never heard. They aren’t Harvard MBAs or advertising heroes or PR geniuses They’re misfits, techies and philosophers – and they saw what nobody else saw at the time.
  • Social Media Changes Everything

    1. WELCOME! GRAVITY SUMMIT AT UCI Social Media Marketing for Business Beverly Macy, CEO Gravity Summit June 22, 2009 University Faculty Club – UCI
    2. Sponsors TITLE SPONSORS KEY SPONSORS TWEETUP AFTER PARTY SPONSOR
    3. Special Thanks! Business Industries Here Today: Healthcare, government, non-profit, ad agencies, public relations, entertainment, professional services, technology, food and travel, manufacturing, telecommunications, software, energy, sports marketing and more
    4. Gravity Summit UCI Agenda 6-22-09 <ul><li>9:00 Welcome / Introductions </li></ul><ul><li>9:15 Social Media Marketing Overview , Beverly Macy </li></ul><ul><li>9:45 AM KEYNOTE: Marketing Your Way Out of the Recession: How Marketers Are Reconnecting With Their Customers Using Social Media </li></ul><ul><li>John Gerzema, Chief Insights Officer and Brand Economist for Young & Rubicam and the author of the bestselling book, “The Brand Bubble” </li></ul><ul><li>10:30 Networking Break </li></ul><ul><li>10:45 Using Twitter and PhotoSharing to Drive Business Results </li></ul><ul><li>Rodney Rumford </li></ul><ul><li>11:30 DOMINO’S Case Study: Using Twitter, YouTube, Facebook to Drive Brand Awareness and Revenue </li></ul><ul><li>Ramon De Leon (aka DPZRAMON), Operating Partner Domino's Pizza Chicago </li></ul><ul><li>12:00 Networking Lunch </li></ul><ul><li>1:00 PM KEYNOTE Building Passionate Communities INTUIT, </li></ul><ul><li>Christine Morrison Intuit Social Marketing Manager </li></ul><ul><li>1:45 SO CAL ACTION SPORTS NETWORK “Helping members of a community connect, collaborate and prosper” </li></ul><ul><li>Bryan Elliott, Chairman </li></ul><ul><li>2:15 VISIBLE TECHNOLOGIES (with DIRECTV) – Listen and Learn What Consumers Are Saying Online </li></ul><ul><li>Eric Forst, Account Manager; Charles Miller, DIRECTV </li></ul><ul><li>2:45 Networking Break </li></ul><ul><li>3:00 PANEL: Building and Managing Communities </li></ul><ul><li>Moderator: Angie Swartz, TwitterTalkRadio </li></ul><ul><ul><ul><li>Lauren Kozak, SMM Manager for Britney Spears </li></ul></ul></ul><ul><ul><ul><li>Scott Gulbransen, </li></ul></ul></ul><ul><ul><ul><li>Karen Sohl, Cisco Consumer Business Group, Director, World Wide Corporate Communications, </li></ul></ul></ul><ul><ul><ul><li>Steve Patrizi, VP Sales and Marketing, LinkedIn </li></ul></ul></ul><ul><li>4:00 Expert Q&A </li></ul><ul><li>5:30 TweetUp After Party at Bistango </li></ul>
    5. Bridging the Gap <ul><li>Educate, Learn, Inform, Empower </li></ul><ul><ul><ul><li>From Peers and Experts </li></ul></ul></ul><ul><ul><ul><li>Best Practices </li></ul></ul></ul><ul><li>Strategies and Tactics </li></ul><ul><li>for Your Business </li></ul><ul><ul><ul><li>Getting started </li></ul></ul></ul><ul><li>3. Networking </li></ul><ul><ul><ul><li>Offline, Online </li></ul></ul></ul>
    6. Your Experience Today <ul><li>Drinking from the Fire Hose </li></ul><ul><li>New Ideas and Strategies </li></ul><ul><li>Food for Thought </li></ul>
    7. Missed Opportunities <ul><li>Average business has 7% awareness </li></ul><ul><li>90% of your target market is not ready to buy </li></ul><ul><li>6-7 touches per year </li></ul><ul><li>80% of new sales take 8-15 contacts to gain interest </li></ul><ul><li>Avg salesperson abandons after 1-2 calls </li></ul>(Photo by Julian Herbert/Getty Images South America)
    8. What’s Happening? <ul><li>Twitter Has Changed Everything </li></ul><ul><li>Broadcast Viewership and Listenership is Eroding </li></ul><ul><li>Newspaper Readership is Declining </li></ul><ul><li>People Avoid Advertising </li></ul>
    9. Communication 101 Sender Receiver Message Create a conversation
    10. New Reality <ul><li>http://www.youtube.com/watch?v=ciSrNc1v17M </li></ul>
    11. The World of NOW <ul><li>CNN or TNN? </li></ul><ul><li>Red Cross disaster response and fundraising on Twitter </li></ul><ul><li>The Pentagon just endorsed using Facebook and Twitter </li></ul><ul><li>Best Buy Lowers Turnover </li></ul><ul><li>Ning Community at State Farm </li></ul><ul><li>Twitter has been monetized – by Dell </li></ul><ul><li>Twitter as a CRM Tool </li></ul><ul><li>Nationwide has an iPhone App </li></ul>
    12. <ul><li>Think about the way these people have branded themselves </li></ul><ul><li>There has been change in what a traditional career path looks like </li></ul><ul><li>People today change careers an average of 8 times during their lives </li></ul><ul><li>What is your personal brand? </li></ul>People Are Brands
    13. Groundswell Is About…. <ul><li>Listening to customers </li></ul><ul><li>Talking to customers </li></ul><ul><li>Energizing customers </li></ul><ul><li>Helping support customers </li></ul><ul><li>Embracing customers </li></ul>
    14. Where Is Your Audience? <ul><li>Blogs </li></ul><ul><li>Social Networks </li></ul><ul><li>Message Boards/Forums </li></ul><ul><li>Video Sharing Sites </li></ul><ul><li>Photo Sharing Sites </li></ul><ul><li>Wikis </li></ul>
    15. Social Media Listening Plan <ul><li>What content are your customers creating? </li></ul><ul><li>What are they interested in? </li></ul><ul><li>What is their motivation? </li></ul><ul><li>Is the feedback actionable/valuable? </li></ul>
    16. Gravity Summit Calendar <ul><li>August 31, 2009 Harvard Faculty Club, Library </li></ul><ul><li> The New NOW </li></ul><ul><li>October 27, 2009 NYC Harvard Club </li></ul><ul><ul><li>Advertising and Public Relations </li></ul></ul><ul><li>December 1, 2009 George Wash U, DC </li></ul><ul><li>“ The Obama Effect” / Gov 2.0 </li></ul><ul><li>January 26, 2010 UCLA Faculty Club1 YEAR </li></ul><ul><ul><li>Gravity Summit 1 Year Anniversary </li></ul></ul><ul><li>February 23, 2010 Georgia Tech Faculty Club </li></ul><ul><ul><li>Food and Travel </li></ul></ul><ul><li>March 30, 2010 University of Chicago </li></ul><ul><li>The Future of Print Media </li></ul><ul><li>April 27, 2010 NYC Harvard Club </li></ul><ul><li>Mobile Applications </li></ul><ul><li>May 25, 2010 Pennsylvania, University of Philadelphia </li></ul><ul><li>Health and Pharma </li></ul>
    17. TWEET-UP AFTER PARTY <ul><li>You are Invited to the Free Gravity Summit </li></ul><ul><li>EVERYONE WELCOME GRAVITY SUMMIT TWEETUP AFTER PARTY Complimentary refreshments Bistango </li></ul><ul><li>19100 Von Karman Avenue. </li></ul><ul><li>Irvine, California 92612. </li></ul><ul><li>Telephone: 949.752.5222 </li></ul>
    18. Thank You! <ul><li>  www.gravitysummit.com </li></ul><ul><li>Rodney Rumford </li></ul><ul><li>858.720.9604 </li></ul><ul><li>Twitter: www.twitter.com/rumford </li></ul><ul><li>Beverly W. Macy 310.860.4788 Twitter: www.twitter.com/beverlymacy </li></ul>
    19. Social Media Best Practices <ul><li>Start with a plan, not tactics.   </li></ul><ul><li>“ Give to get” New Paradigm - Giving value before expecting anything in return. </li></ul><ul><li>Commit resources & time to be successful or you may very well fail. </li></ul><ul><li>Be transparent with intentions & your identity or you may alienate the very audiences you’re trying to connect with.   </li></ul><ul><li>Understand, you do not control the message .  What happens in Vegas…ends up on Google </li></ul><ul><li>Welcome participation, feedback and co-creation. E ncourage participation with communications, especially with brand evangelists. </li></ul><ul><li>Metrics should roll up to objectives and objectives should be relevant to the channel.   </li></ul>
    20. Social Media Worst Practices <ul><li>Being FAKE in any way </li></ul><ul><li>Not listening </li></ul><ul><li>Being oblivious to formal & unwritten social rule s </li></ul><ul><li>Being pushy or overtly salesy in messaging </li></ul><ul><li>Approaching social media channels as SILOS </li></ul>
    21. Gravity Summit Consulting Services <ul><li>Education and Training </li></ul><ul><li>There is no such thing as a one size fits all approach when it comes to social media. The education and training service is designed to show you how to use social media tools and strategies that cater to your specific needs. Some companies want to know what twitter and wikis are, other companies want to know how they can create and identify online communities. Whatever your needs are we will work with you to make sure that you and your team get the education and training that you need to succeed and deliver results. </li></ul><ul><li>Social Media Ideation and Strategic Planning </li></ul><ul><li>The social media audit analyzes the current state of social media for your company. We provide strategic analysis and recommendations that will help your organization realize short-term benefits while setting a foundation for long-term results. We look at the competitive landscape as well as your target market to provide customized plan catered specifically for your company. </li></ul><ul><li>Social Media Consulting and Custom Services </li></ul><ul><li>Consulting can either be on a hourly/project/monthly basis and is customizable. Consulting can include everything from spending a few hours on explaining how to use Facebook to doing an opportunity assessment, advising on technology selection, campaign implementation, community identification, or a number of other services. We work with branded mobile apps (iphone, bb, other) as well as help in the Community Manager recruiting and selection process. </li></ul>
    22. Suggestions <ul><li>Start a blog on Wordpress or Blogger </li></ul><ul><ul><li>Family, vacation, hobby </li></ul></ul><ul><li>Follow your businesses on Twitter </li></ul><ul><li>Update your Linked In Account </li></ul><ul><li>Ning Community Site </li></ul>

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