For those who joined the OMI Keynote on Sept 17th, these are the slides we discussed. For those interested, reach out to me for further details. Happy to help!

1. Social Media Marketing Landscape:
Competitive Strategies and Tactics for 2013
Todd Wilms
Digital, Social, Communities
SAP

2. Social Media Marketing Landscape:
Competitive Tactics & Strategies for 2013
Speaker: Todd Wilms, Digital, Social, Communities, SAP
Session Description:
Keeping up with the Joneses? Not anymore. What matters these days is keeping up with social
media! The choices are endless and no matter what the platform or technology, everyone
seems to have cracked the code to social media success. Even with all the success we've
seen, staying on top is not easy in this constantly evolving landscape. So many changes have
come through social media in the past few years, and no doubt that more are on their way in
2013. Interested in where it is all going? What should be in store for you for the next year? This
session is not predictive – there is no crystal ball -- but what Todd can do is share insight to
help you stop reacting to the market and develop the program you want for your brand and for
your audiences. It’s not simple, but we can make it easier!
In this session you will learn:
 How to develop a program for you that is manageable
 How to find your audience today and where they are going tomorrow
 What others are doing similar to you, what others are doing you should avoid

3. Agenda:
The Goldrush . . . Again
3 P’s:
• Platforms
• People
• Power

4. 7 Things About Your Speaker
1. Social Media for SAP
2. Speaker
3. Writer on Forbes
4. Been Doing This Awhile
5. Husband and Dad
6. Enjoys the Bay Area
7. Fun Fact: Bodyguard for a U.S. Women’s
Gymnastics Team

5. Thank you @NetBase

6. Platforms

7. The Big Three . . .
Facebook
LinkedIn
Twitter

8. . . . And Google +

9. #OMISummit @toddmwilms

10. Are you spending time getting your brand on Second Life?

11. How about Friendster?
notes

12. Flavor of the Moment
• Pinterest
• Second Life
• Quora
• G+
• MySpace
• Twitter
• LinkedIn
• Foursquare
• Friendster
• Fab

13. Avoid The “Flavor of the Moment”
Think Goals
Think Audience

14. People

15. #OMISummit @toddmwilms

16. People

17. “The problem is focusing on
scoring. Just like it would be
inappropriate to base all of
your decisions on someone
based on their credit score,
a measure of social influence
is just one aspect, but it is
certainly not a measure of
everything.”

18. Influence In Your Own Way
• Be Your Own Measure
• Aspire, But Don’t Compare

19. Power

20. No jokes – Just real life
If a tweet falls in the This move is “out of
The Un-apology
woods … fashion”
One of the world’s largest oil “There's no one who wants this During violent protests in Egypt
companies (this time not BP), didn’t over more than I do. I would like early in the year, fashion designer
see the need for a Twitter account my life back” – BP’s Tony Hayward Kenneth Cole personally tweeted
– so Greenpeace created one for ...
them.
"Millions are in uproar in #Cairo.
For 6 weeks they broadcast to the Rumor is they heard our new
world how this company was spring collection is available
destroying the planet from the online."
“companies own” twitter handle.
Friends don’t let friends drink and tweet . . .
“I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f**king drive,” the
official Chrysler Twitter account tweeted in March. Oops!
An employee of the company's social-media agency had got confused about which account he was logged into and
while drinking one Friday night …

21. Anti- “Love Story”
“Social Means Having To Say You Are Sorry”
Pre-Social: Raised to level of
awareness by leaders
Movement
Protest
Rally Awareness Threshold
Letter /
Op- Ed
Communal Pre-Social: May be invisible to
Annoyance leaders
Post-Social: Easily visible to
Angst Vote with leaders
Irritation Wallet

22. FedEx – Which is more fun to watch?

23. FedEx Stock Price: Nov 2011 – Mar 2012
Coverage slows
to a crawl
Dec 21: Formal
YouTube
Apology
Dec 19th: Video
hits YouTube

24. Rules for Crisis Social Communications
Tone Direction
1. Be Humbled 5. Take Action
2. Be Real 6. Learn from Mistakes
3. Be Honest 7. Steps to Ensure . . .
4. Be Direct/Smart 8. Where to go for . . .

26. Air Force Web Posting Response Assessment
Blog or Twitter Post
Discover Has someone discovered a blog post
about SAP? Is it a positive post?
N
Y “TROLLS”
Evaluate Is this site dedicated to bashing &
degrading others?
CONCUR N Y
MONITOR ONLY
A factual well cited “RAGER” Y Avoid responding / monitor for relevant info
response, which Is this post a rant, rage, joke, ridicule or
may agree or satirical?
N
disagree w/post, yet
is not negative
FIX THE FACTS
N “MISGUIDED”
Y Respond w/factual info directly
LET POST Are there erroneous facts in the post?
(see blog response considerations below)
STAND
N
No response
Y “UNHAPPY CUSTOMER”
RESTORATION
Y
Rectify the situation, respond and act upon
Is the post a result of a negative
a reasonable solution.
experience from stakeholder(s)
See blog response considerations below.
Respond N
FINAL EVALUATION
SHARE SUCCESS LET POST
Proactively share your
Base response on present
circumstances, influence and
N STAND Y
story & mission w/blog No response
prominence. Will you respond?
Y Y
SOURCING INFLUENCE
TIMELINESS TONE
Considerations TRANSPARENCY Cite your sources Focus on the most
Take time to create Respond in a tone
Disclose your SAP by including links, influential blogs
a good response – that reflects highly
Affiliation video, images, related to SAP
24 hours maximum on SAP
other references

27. Proactive
1. Listen
2. Understand Social Influence
3. Build Communities
4. Humanize Your Brand

28. Listen
“Take the megaphone away from your mouth; put it to your ear”
-SAP CMO Jonathan Becher
#OMISummit @toddmwilms

29. Understand Social Influence
#OMISummit @toddmwilms

30. Build Communities
#OMISummit @toddmwilms

31. Humanize Your Brand
#OMISummit @toddmwilms

32. Our customers
produce more than
72% of the world’s
beer.
#OMISummit @toddmwilms

33. Our customers
produce more than
86% of the world’s
athletic footwear.
#OMISummit @toddmwilms

34. 4 Key Takeaways
1. Don’t Compare Today with Yesterday
2. Platforms Less Collaborative
3. Power: Understand Influencers
4. People: Consumers Flexing New Muscles

35. Next Steps:
Address the 3 P’s in your organization
Resources to help:
• OMI
• Digital Media Summit Sessions / Speakers
• Practical Advice: Social Media
Examiner/Mashable
• Pay-It-Forward / “Social” Media

36. Thank You
www.onlinemarketinginstitute.org
Todd Wilms:
@toddmwilms
www.linkedin.com/in/toddwilms