Social Media for CEOs

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Social Media for CEOs

  1. 1. the ceo series:social media06.29.11<br />
  2. 2. welcome.<br />2<br />
  3. 3. 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.<br />3<br />
  4. 4. agenda<br />4<br />Innovate Yourself<br />Five Foundation Ideas<br />Five Essential Capabilities<br />Five Basic Tools<br />One-on-One Workshops<br />
  5. 5. scottgriffith<br />5<br />
  6. 6. agenda<br />Innovate Yourself<br />Five Foundation Ideas<br />Five Essential Capabilities<br />Five Basic Tools<br />One-on-One Workshops<br />6<br />
  7. 7. mike troiano<br />7<br />
  8. 8. mike troiano<br />8<br />
  9. 9. social marketing to the uninitiated…<br />9<br />
  10. 10. 10<br />…and to the enlightened.<br />“social media is like acocktail party...”<br />
  11. 11. promise of social media<br />scalable intimacy<br />More intimate relationships thanare possible through broadcast media, at sufficient scale toimpact the enterprise.<br />11<br />
  12. 12. idea #1…<br />12<br />
  13. 13. good business is personal.<br />13<br />
  14. 14. representative weiner.<br />14<br />
  15. 15. but it’s not always bad.<br />15<br />
  16. 16. idea #2…<br />16<br />
  17. 17. “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.”<br />Brand Aid<br />Brad VanAuken<br />17<br />
  18. 18. a “brand” is not the stimulus…<br />… but the collective emotional response.<br />18<br />
  19. 19. you are the brand manager of you.<br /><ul><li>A goodwill asset, out there
  20. 20. Lives in the hearts and minds of others
  21. 21. At least aware of you, top-of-mind
  22. 22. Hopefully positively predisposed to you
  23. 23. Ideally eager to help you</li></ul>19<br />
  24. 24. idea #3…<br />20<br />
  25. 25. 21<br />arrive with an empty inbox.<br />
  26. 26. 22<br />
  27. 27. critical distinction<br />23<br />vs.<br />push<br />pull<br />
  28. 28. never push. empower to pull.<br /><ul><li>You’ve learned to pause before pushing. Now you need to overcome that learned behavior.
  29. 29. You are not pushing your blither at the world.
  30. 30. You’re putting your thoughts and impressions someplace where anyone interested in them can get them.</li></ul>24<br />
  31. 31. don’t be that guy.<br />25<br />
  32. 32. idea #4…<br />26<br />
  33. 33. 27<br />“Some day, and that day may never come, I would like to call upon you to do a service in return …”<br />
  34. 34. serve others, serve yourself.<br /><ul><li>Not karma. Just community.
  35. 35. Spend an hour every week.
  36. 36. Help. Answer a question.
  37. 37. Make an intro. Have coffee.
  38. 38. Add value, for someone else.</li></ul>28<br />
  39. 39. idea #5…<br />29<br />
  40. 40. 30<br />social media is what you make of it.<br />
  41. 41. fill in the blanks…<br />My company is ____.<br />My top competitors are ____________.<br />My top news source is ____.<br />I often enjoy ____________.<br />A personal interest of mine is ____.<br />I’d like to be smarter about ____.<br />31<br />
  42. 42. <live demo><br />32<br />
  43. 43. five ideas<br />Good business is personal.<br />You are the brand manager of you.<br />Never push. Empower to pull.<br />Serve others, serve yourself.<br />Social media is what you make of it.<br />33<br />
  44. 44. so how do youmake it yours?<br />34<br />
  45. 45. agenda<br />Innovate Yourself<br />Five Foundation Ideas<br />Five Essential Capabilities<br />Five Basic Tools<br />One-on-One Workshops<br />35<br />
  46. 46. essential capabilities<br />36<br />activation<br />distribution and conversion<br />engagement<br />outreach and participation<br />creation<br />original content development<br />curation<br />culling third-party content<br />listening<br />monitor the conversation<br />
  47. 47. agenda<br />Innovate Yourself<br />Five Foundation Ideas<br />Five Essential Capabilities<br />Five Basic Tools<br />One-on-One Workshops<br />37<br />
  48. 48. easy. accessible. representative.<br />38<br />
  49. 49. really?<br />39<br />
  50. 50. really.<br />40<br />
  51. 51. shareaholic<br />41<br />
  52. 52. tweetdeck<br />42<br />
  53. 53. look familiar?<br />43<br />
  54. 54. twitter for iphone<br />44<br />
  55. 55. 45<br />tumblr<br />http://tumblr.com<br />
  56. 56. enterprise social marketing<br />Decidewho you’re talking to.<br />Listento learn how you can contribute. <br />Delivercontent that does so.<br />Builda relationship over time.<br />Askfor what you want.<br />46<br />
  57. 57. five ideas<br />Good business is personal.<br />You are the brand manager of you.<br />Never push. Empower to pull.<br />Serve others, serve yourself.<br />Social media is what you make of it.<br />47<br />
  58. 58. essential capabilities<br />48<br />activation<br />distribution and conversion<br />engagement<br />outreach and participation<br />creation<br />original content development<br />curation<br />culling third-party content<br />listening<br />monitor the conversation<br />
  59. 59. five tools<br />Twitter<br />TweetDeck<br />Shareaholic<br />Twitter for [mobile]<br />Tumblr<br />49<br />
  60. 60. social marketing is social<br />50<br />
  61. 61. agenda<br />Innovate Yourself<br />Five Foundation Ideas<br />Five Essential Capabilities<br />Five Basic Tools<br />One-on-One Workshops<br />51<br />
  62. 62. workshops<br />group A – Strategic Questions<br />groupB – Tactical Help<br />groupC – Business Applications<br />52<br />
  63. 63. 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.<br />thank you.<br />53<br />

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