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Social Media Marketing:
A 12 Step Program for the
Traditional Media Addicted
Go ahead. Ask the
stupid question.
What exactly is Web 2.0 ?
What exactly is Web 2.0
> Connecting with others
What exactly is Web 2.0
> Connecting with others


> Collaborating with others
What exactly is Web 2.0
> Connecting with others


> Collaborating with others


> Reacting to others e.g.: forums, rating...
What exactly is Web 2.0
> Creating content
What exactly is Web 2.0
> Creating content


> Organizing content
What exactly is Web 2.0
> Creating content


> Organizing content


> Consuming content
Step 1: Get your head out
of the sand.
Step 1: Get your head out
of the sand.
> Social media adoptions rates are skyrocketing
Step 1: Get your head out
of the sand.
> Social media adoptions rates are skyrocketing
> Your customers are there with or ...
Step 1: Get your head out
of the sand.
> Social media adoptions rates are skyrocketing
> Your customers are there with or ...
Step 2: Stop dabbling.
Step 2: Stop dabbling.
> Strategy still reigns supreme.
Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
    o PEOPLE
Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
    o PEOPLE
    o OBJ...
Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
    o PEOPLE
    o OBJ...
Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
    o PEOPLE
    o OBJ...
Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
    o PEOPLE
    o OBJ...
Step 3: Assign the right
person to oversee it.
Step 3: Assign the right
person to oversee it.
> Who do you normally trust with your brand?
Step 3: Assign the right
person to oversee it.
> Who do you normally trust with your brand?
> Who manages the brand voice?
Step 3: Assign the right
person to oversee it.
> Who do you normally trust with your brand?
> Who manages the brand voice?...
Step 4: Get help to create a
plan and a budget.
Step 4: Get help to create a
plan and a budget.
> Engage all your marcom resources to create a plan
Step 4: Get help to create a
plan and a budget.
> Engage all your marcom resources to create a plan
> Budget for human res...
Step 4: Get help to create a
plan and a budget.
> Engage all your marcom resources to create a plan
> Budget for human res...
Step 5: Really understand
your audience.
Step 5: Really understand
your audience.
> Demographic, psychographic, sociographic, technographic
Step 5: Really understand
your audience.
> Demographic, psychographic, sociographic, technographic
> What are they technol...
Step 5: Really understand
your audience.
> Demographic, psychographic, sociographic, technographic
> What are they technol...
Step 6: Set objectives.
Step 6: Set objectives.
> Create a baseline as a starting point
Step 6: Set objectives.
> Create a baseline as a starting point
> Qualitative goals
Step 6: Set objectives.
> Create a baseline as a starting point
> Qualitative goals
> Quantifiable objectives
Step 7: Decide on strategies
that will meet your goals.
Step 7: Decide on strategies
that will meet your goals.
> Listening to your customers.
Step 7: Decide on strategies
that will meet your goals.
> Listening to your customers.
> Talking to your customers.
Step 7: Decide on strategies
that will meet your goals.
> Listening to your customers.
> Talking to your customers.
> Conv...
Step 7: Decide on strategies
that will meet your goals.
> Listening to your customers.
> Talking to your customers.
> Conv...
Step 7: Decide on strategies
that will meet your goals.
> Listening to your customers.
> Talking to your customers.
> Conv...
Step 8: Choose your
partners.
Step 8: Choose your
partners.
> Agencies
Step 8: Choose your
partners.
> Agencies
> Technology providers
Step 9: Determine tracking
and success metrics.
Step 9: Determine tracking
and success metrics.
> Benchmarking
Step 9: Determine tracking
and success metrics.
> Benchmarking
> New forms of measurement, get creative
Step 9: Determine tracking
and success metrics.
> Benchmarking
> New forms of measurement, get creative
> Be clear
Step 10: Be open to new
technology, but don’t get
sidetracked.
Step 10: Be open to new
technology, but don’t get
sidetracked.
> Be aware that change is rapid
Step 10: Be open to new
technology, but don’t get
sidetracked.
> Be aware that change is rapid
> Be patient
Step 10: Be open to new
technology, but don’t get
sidetracked.
> Be aware that change is rapid
> Be patient
> Go back to P...
Step 11: Stop reading and
stressing. Start participating.
Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
> Watch YouTube three “most vi...
Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
> Watch YouTube three “most vi...
Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
> Watch YouTube three “most vi...
Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
> Watch YouTube three “most vi...
Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
> Watch YouTube three “most vi...
Step 12: Learn and use
some best practices.
Step 12: Learn and use
some best practices.
> Be consistent
Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
> Act human and your audien...
Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
> Act human and your audien...
Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
> Act human and your audien...
Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
> Act human and your audien...
Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
> Act human and your audien...
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Social Media Marketing: The 12 Step Program for the Traditional Media Addicted

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Presented at PowWow Whistler 2009.
A presentation on social media marketing.

Published in: Business, Technology

Social Media Marketing: The 12 Step Program for the Traditional Media Addicted

  1. 1. Social Media Marketing: A 12 Step Program for the Traditional Media Addicted
  2. 2. Go ahead. Ask the stupid question.
  3. 3. What exactly is Web 2.0 ?
  4. 4. What exactly is Web 2.0 > Connecting with others
  5. 5. What exactly is Web 2.0 > Connecting with others > Collaborating with others
  6. 6. What exactly is Web 2.0 > Connecting with others > Collaborating with others > Reacting to others e.g.: forums, ratings, reviews
  7. 7. What exactly is Web 2.0 > Creating content
  8. 8. What exactly is Web 2.0 > Creating content > Organizing content
  9. 9. What exactly is Web 2.0 > Creating content > Organizing content > Consuming content
  10. 10. Step 1: Get your head out of the sand.
  11. 11. Step 1: Get your head out of the sand. > Social media adoptions rates are skyrocketing
  12. 12. Step 1: Get your head out of the sand. > Social media adoptions rates are skyrocketing > Your customers are there with or without you
  13. 13. Step 1: Get your head out of the sand. > Social media adoptions rates are skyrocketing > Your customers are there with or without you > There has been a paradigm shift
  14. 14. Step 2: Stop dabbling.
  15. 15. Step 2: Stop dabbling. > Strategy still reigns supreme.
  16. 16. Step 2: Stop dabbling. > Strategy still reigns supreme. > The tenets of marketing have not changed.
  17. 17. Step 2: Stop dabbling. > Strategy still reigns supreme. > The tenets of marketing have not changed. o PEOPLE
  18. 18. Step 2: Stop dabbling. > Strategy still reigns supreme. > The tenets of marketing have not changed. o PEOPLE o OBJECTIVES
  19. 19. Step 2: Stop dabbling. > Strategy still reigns supreme. > The tenets of marketing have not changed. o PEOPLE o OBJECTIVES o STRATEGY
  20. 20. Step 2: Stop dabbling. > Strategy still reigns supreme. > The tenets of marketing have not changed. o PEOPLE o OBJECTIVES o STRATEGY o TECHNOLOGY
  21. 21. Step 2: Stop dabbling. > Strategy still reigns supreme. > The tenets of marketing have not changed. o PEOPLE o OBJECTIVES o STRATEGY o TECHNOLOGY > You don’t need to understand the ever-changing technology landscape.
  22. 22. Step 3: Assign the right person to oversee it.
  23. 23. Step 3: Assign the right person to oversee it. > Who do you normally trust with your brand?
  24. 24. Step 3: Assign the right person to oversee it. > Who do you normally trust with your brand? > Who manages the brand voice?
  25. 25. Step 3: Assign the right person to oversee it. > Who do you normally trust with your brand? > Who manages the brand voice? > Who develops your content?
  26. 26. Step 4: Get help to create a plan and a budget.
  27. 27. Step 4: Get help to create a plan and a budget. > Engage all your marcom resources to create a plan
  28. 28. Step 4: Get help to create a plan and a budget. > Engage all your marcom resources to create a plan > Budget for human resources
  29. 29. Step 4: Get help to create a plan and a budget. > Engage all your marcom resources to create a plan > Budget for human resources > Budget for training
  30. 30. Step 5: Really understand your audience.
  31. 31. Step 5: Really understand your audience. > Demographic, psychographic, sociographic, technographic
  32. 32. Step 5: Really understand your audience. > Demographic, psychographic, sociographic, technographic > What are they technologically ready for?
  33. 33. Step 5: Really understand your audience. > Demographic, psychographic, sociographic, technographic > What are they technologically ready for? > How are they most likely to use social media? http://www.forrester.com/Groundswell/ladder.html
  34. 34. Step 6: Set objectives.
  35. 35. Step 6: Set objectives. > Create a baseline as a starting point
  36. 36. Step 6: Set objectives. > Create a baseline as a starting point > Qualitative goals
  37. 37. Step 6: Set objectives. > Create a baseline as a starting point > Qualitative goals > Quantifiable objectives
  38. 38. Step 7: Decide on strategies that will meet your goals.
  39. 39. Step 7: Decide on strategies that will meet your goals. > Listening to your customers.
  40. 40. Step 7: Decide on strategies that will meet your goals. > Listening to your customers. > Talking to your customers.
  41. 41. Step 7: Decide on strategies that will meet your goals. > Listening to your customers. > Talking to your customers. > Converting your customers to brand advocates.
  42. 42. Step 7: Decide on strategies that will meet your goals. > Listening to your customers. > Talking to your customers. > Converting your customers to brand advocates. > Creating community for your customers.
  43. 43. Step 7: Decide on strategies that will meet your goals. > Listening to your customers. > Talking to your customers. > Converting your customers to brand advocates. > Creating community for your customers. > Engaging your customers.
  44. 44. Step 8: Choose your partners.
  45. 45. Step 8: Choose your partners. > Agencies
  46. 46. Step 8: Choose your partners. > Agencies > Technology providers
  47. 47. Step 9: Determine tracking and success metrics.
  48. 48. Step 9: Determine tracking and success metrics. > Benchmarking
  49. 49. Step 9: Determine tracking and success metrics. > Benchmarking > New forms of measurement, get creative
  50. 50. Step 9: Determine tracking and success metrics. > Benchmarking > New forms of measurement, get creative > Be clear
  51. 51. Step 10: Be open to new technology, but don’t get sidetracked.
  52. 52. Step 10: Be open to new technology, but don’t get sidetracked. > Be aware that change is rapid
  53. 53. Step 10: Be open to new technology, but don’t get sidetracked. > Be aware that change is rapid > Be patient
  54. 54. Step 10: Be open to new technology, but don’t get sidetracked. > Be aware that change is rapid > Be patient > Go back to POST
  55. 55. Step 11: Stop reading and stressing. Start participating.
  56. 56. Step 11: Stop reading and stressing. Start participating. > Join any social networking site
  57. 57. Step 11: Stop reading and stressing. Start participating. > Join any social networking site > Watch YouTube three “most viewed” videos each day. Forward one to a friend
  58. 58. Step 11: Stop reading and stressing. Start participating. > Join any social networking site > Watch YouTube three “most viewed” videos each day. Forward one to a friend > Contribute or create a blog
  59. 59. Step 11: Stop reading and stressing. Start participating. > Join any social networking site > Watch YouTube three “most viewed” videos each day. Forward one to a friend > Contribute or create a blog > Set up a Flickr account
  60. 60. Step 11: Stop reading and stressing. Start participating. > Join any social networking site > Watch YouTube three “most viewed” videos each day. Forward one to a friend > Contribute or create a blog > Set up a Flickr account > Create del.icio.us bookmarks
  61. 61. Step 11: Stop reading and stressing. Start participating. > Join any social networking site > Watch YouTube three “most viewed” videos each day. Forward one to a friend > Contribute or create a blog > Set up a Flickr account > Create del.icio.us bookmarks > Join Digg and start by digging stories
  62. 62. Step 12: Learn and use some best practices.
  63. 63. Step 12: Learn and use some best practices. > Be consistent
  64. 64. Step 12: Learn and use some best practices. > Be consistent > Embrace and engage your audience
  65. 65. Step 12: Learn and use some best practices. > Be consistent > Embrace and engage your audience > Act human and your audience will allow you to be
  66. 66. Step 12: Learn and use some best practices. > Be consistent > Embrace and engage your audience > Act human and your audience will allow you to be > Assume your audience is smart
  67. 67. Step 12: Learn and use some best practices. > Be consistent > Embrace and engage your audience > Act human and your audience will allow you to be > Assume your audience is smart > Don’t monopolize the conversation
  68. 68. Step 12: Learn and use some best practices. > Be consistent > Embrace and engage your audience > Act human and your audience will allow you to be > Assume your audience is smart > Don’t monopolize the conversation > Listen and add value
  69. 69. Step 12: Learn and use some best practices. > Be consistent > Embrace and engage your audience > Act human and your audience will allow you to be > Assume your audience is smart > Don’t monopolize the conversation > Listen and add value > Be honest and respectful

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