Are your ears burning?
Someone must be talking about you
“...the most dejected and
reluctant convert in all of
         England.”
“Why would we want to cater
 to a bunch of 12 year olds?”
“Your brand is what Google
says your brand is, not what
   you say your brand is.”
In the end it’s still just
People Talking
1. Listen
London Free Press




 What are people saying
about your organization?
(C) Creative Commons
1. Listen
2. Learn
groundswell
  winning in a world
transformed by social
    technologies

     Charlene Li
    Josh Bernoff
groundswell
  winning in a world
transformed by social
    technologies

     Charlene Li
    Josh Bernoff


   P OS T
P
O
S
T
People         Who are you trying to reach?
                  What are they ready for?



Objectives             What are ...
1. Listen
2. Learn
3. Experiment
eli on
   a   d and
Be
“Markets are conversations.
Talk is cheap. Silence is fatal.”
Questions?
sgroves@lfpress.com
     TM




          SteveatLFPress

          Steven Groves

www.lfpresslabs.com
Are Your Ears Burning?
Are Your Ears Burning?
Are Your Ears Burning?
Are Your Ears Burning?
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Are Your Ears Burning?

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Address to BBB Annual General Meeting and Luncheon on May 5th, 2010.

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  • ‘Why you should listen to me’ slide -- Does anyone recognizes this man? -- CS Lewis -- atheist who became “the most dejected and reluctant convert in all of England.” -- that was me for social media -- off the grid, saw no point, avoided Facebook - unusual for a tech guy -- What changed? [START VIDEO]
  • ‘Why you should listen to me’ slide -- Does anyone recognizes this man? -- CS Lewis -- atheist who became “the most dejected and reluctant convert in all of England.” -- that was me for social media -- off the grid, saw no point, avoided Facebook - unusual for a tech guy -- What changed? [START VIDEO]
  • [VIDEO] - things have changed -- what does it mean for Organizations?
  • this was an actual quote from conference I attended just over two years ago -- Common thought is I’m staying away from social media - I OPT OUT -- too late -- people are already talking about you, whether you want them to or not
  • Chris Anderson The Long Tail “Your brand is what Google says your brand is, not what you say your brand is.” -- Do you agree? It's a provocative quote -- Which of these more accurately represents a brand? Search results or logo? -- so what do we do?
  • Chris Anderson The Long Tail “Your brand is what Google says your brand is, not what you say your brand is.” -- Do you agree? It's a provocative quote -- Which of these more accurately represents a brand? Search results or logo? -- so what do we do?
  • Chris Anderson The Long Tail “Your brand is what Google says your brand is, not what you say your brand is.” -- Do you agree? It's a provocative quote -- Which of these more accurately represents a brand? Search results or logo? -- so what do we do?
  • Chris Anderson The Long Tail “Your brand is what Google says your brand is, not what you say your brand is.” -- Do you agree? It's a provocative quote -- Which of these more accurately represents a brand? Search results or logo? -- so what do we do?
  • Chris Anderson The Long Tail “Your brand is what Google says your brand is, not what you say your brand is.” -- Do you agree? It's a provocative quote -- Which of these more accurately represents a brand? Search results or logo? -- so what do we do?
  • Chris Anderson The Long Tail “Your brand is what Google says your brand is, not what you say your brand is.” -- Do you agree? It's a provocative quote -- Which of these more accurately represents a brand? Search results or logo? -- so what do we do?
  • Chris Anderson The Long Tail “Your brand is what Google says your brand is, not what you say your brand is.” -- Do you agree? It's a provocative quote -- Which of these more accurately represents a brand? Search results or logo? -- so what do we do?
  • Good thing is there is NOTHING NEW HERE -- this is still just PEOPLE TALKING -- Listen to what they are saying
  • Step 1 in any social media strategy should be to LISTEN
  • Begin with a simple Google ALERT -- What are people saying about your organization? -- This is where we started with LFPress in the spring of 2008 -- pulls from all public sources including Twitter and blogs -- also look at TrackUR
  • Begin with a simple Google ALERT -- What are people saying about your organization? -- This is where we started with LFPress in the spring of 2008 -- pulls from all public sources including Twitter and blogs -- also look at TrackUR
  • Begin with a simple Google ALERT -- What are people saying about your organization? -- This is where we started with LFPress in the spring of 2008 -- pulls from all public sources including Twitter and blogs -- also look at TrackUR
  • BUT be mindful of who is talking -- NOT JUST KIDS -- more people on Facebook identify themselves as a GRANDPARENT than as a high school student -- lfpress has 60/40 female to male on Facebook -- largest segment is 35-44 yr old women -- which fits perfectly into many company’s ideal demo
  • Once you have a grasp on what people are saying about your organization you need to learn how to engage them
  • Very pragmatic approach to learning about and implementing social media -- published in 2008 -- Follow up book coming out shortly
  • Very pragmatic approach to learning about and implementing social media -- published in 2008 -- Follow up book coming out shortly
  • Very pragmatic approach to learning about and implementing social media -- published in 2008 -- Follow up book coming out shortly
  • Very pragmatic approach to learning about and implementing social media -- published in 2008 -- Follow up book coming out shortly
  • Teaches a 4 stage plan
  • Teaches a 4 stage plan
  • Teaches a 4 stage plan
  • Teaches a 4 stage plan
  • Teaches a 4 stage plan
  • Teaches a 4 stage plan
  • Teaches a 4 stage plan
  • Teaches a 4 stage plan

  • Dandelion strategy -- send seeds off in all directions in search of fertile soil -- each is a project -- some will take root and others won't -- don't sweat your failures
  • The Cluetrain Manifesto


  • Are Your Ears Burning?

    1. 1. Are your ears burning? Someone must be talking about you
    2. 2. “...the most dejected and reluctant convert in all of England.”
    3. 3. “Why would we want to cater to a bunch of 12 year olds?”
    4. 4. “Your brand is what Google says your brand is, not what you say your brand is.”
    5. 5. In the end it’s still just People Talking
    6. 6. 1. Listen
    7. 7. London Free Press What are people saying about your organization?
    8. 8. (C) Creative Commons
    9. 9. 1. Listen 2. Learn
    10. 10. groundswell winning in a world transformed by social technologies Charlene Li Josh Bernoff
    11. 11. groundswell winning in a world transformed by social technologies Charlene Li Josh Bernoff P OS T
    12. 12. P O S T
    13. 13. People Who are you trying to reach? What are they ready for? Objectives What are your goals? Listening, talking, supporting... Strategy How do you want relationships with your customers to change? Technologies Which technologies are the right ones for you?
    14. 14. 1. Listen 2. Learn 3. Experiment
    15. 15. eli on a d and Be
    16. 16. “Markets are conversations. Talk is cheap. Silence is fatal.”
    17. 17. Questions?
    18. 18. sgroves@lfpress.com TM SteveatLFPress Steven Groves www.lfpresslabs.com

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