Social Media for CEOs

the ceo series:social media06.29.11,[object Object]

welcome.,[object Object],2,[object Object]

Holland-Mark is a strategic marketing consultancy focused on helping client brands uncover the truth and become imperative through better products,more effective messaging, and more intimate customer relationships.,[object Object],3,[object Object]

agenda,[object Object],4,[object Object],Innovate Yourself,[object Object],Five Foundation Ideas,[object Object],Five Essential Capabilities,[object Object],Five Basic Tools,[object Object],One-on-One Workshops,[object Object]

scottgriffith,[object Object],5,[object Object]

agenda,[object Object],Innovate Yourself,[object Object],Five Foundation Ideas,[object Object],Five Essential Capabilities,[object Object],Five Basic Tools,[object Object],One-on-One Workshops,[object Object],6,[object Object]

mike troiano,[object Object],7,[object Object]

mike troiano,[object Object],8,[object Object]

social marketing to the uninitiated…,[object Object],9,[object Object]

10,[object Object],…and to the enlightened.,[object Object],“social media is like acocktail party...”,[object Object]

promise of social media,[object Object],scalable intimacy,[object Object],More intimate relationships thanare possible through broadcast media, at sufficient scale toimpact the enterprise.,[object Object],11,[object Object]

idea #1…,[object Object],12,[object Object]

good business is personal.,[object Object],13,[object Object]

representative weiner.,[object Object],14,[object Object]

but it’s not always bad.,[object Object],15,[object Object]

“If all of Coke’s plants were burned to the ground, if every one of its employees were to quit, if all of its retail distribution was lost to competitors, if every single remaining tangible asset was sold, the person who owned the rights to the Coke name and trademark could go to any bank in the world … and borrow money to completely rebuild the company.”,[object Object],Brand Aid,[object Object],Brad VanAuken,[object Object],17,[object Object]

a “brand” is not the stimulus…,[object Object],… but the collective emotional response.,[object Object],18,[object Object]

you are the brand manager of you.,[object Object],[object Object]

Lives in the hearts and minds of others

At least aware of you, top-of-mind

Hopefully positively predisposed to you

Ideally eager to help you19,[object Object]

21,[object Object],arrive with an empty inbox.,[object Object]

critical distinction,[object Object],23,[object Object],vs.,[object Object],push,[object Object],pull,[object Object]

never push. empower to pull.,[object Object],[object Object]

You are not pushing your blither at the world.

You’re putting your thoughts and impressions someplace where anyone interested in them can get them.24,[object Object]

don’t be that guy.,[object Object],25,[object Object]

27,[object Object],“Some day, and that day may never come, I would like to call upon you to do a service in return …”,[object Object]

serve others, serve yourself.,[object Object],[object Object]

Add value, for someone else.28,[object Object]

30,[object Object],social media is what you make of it.,[object Object]

fill in the blanks…,[object Object],My company is ____.,[object Object],My top competitors are ____________.,[object Object],My top news source is ____.,[object Object],I often enjoy ____________.,[object Object],A personal interest of mine is ____.,[object Object],I’d like to be smarter about ____.,[object Object],31,[object Object]

<live demo>,[object Object],32,[object Object]

five ideas,[object Object],Good business is personal.,[object Object],You are the brand manager of you.,[object Object],Never push. Empower to pull.,[object Object],Serve others, serve yourself.,[object Object],Social media is what you make of it.,[object Object],33,[object Object]

so how do youmake it yours?,[object Object],34,[object Object]

essential capabilities,[object Object],36,[object Object],activation,[object Object],distribution and conversion,[object Object],engagement,[object Object],outreach and participation,[object Object],creation,[object Object],original content development,[object Object],curation,[object Object],culling third-party content,[object Object],listening,[object Object],monitor the conversation,[object Object]

easy. accessible. representative.,[object Object],38,[object Object]

really?,[object Object],39,[object Object]

really.,[object Object],40,[object Object]

shareaholic,[object Object],41,[object Object]

tweetdeck,[object Object],42,[object Object]

look familiar?,[object Object],43,[object Object]

Social Media for CEOs

Social Media for CEOs

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