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20 new truths for social media stars


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Delivered to the 2011 DMA audience, by MRM and the Social Media Society, this presentation looks at the new truths that affect how we operate as practitioners in the agency environment and how these new truths can help a social media practitioner become a Star!

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20 new truths for social media stars

  1. 1. 20 Ways to be a Social Media Star Presented by, The Social Media Society & MRM Worldwide Princeton, NJ | October, 2011
  2. 2. Get the right state of mind Vision Culture Establish Vision & enculturate Perspective it into people & environments.Knowledge Sharing Create Architect Conduct Products Experiences Services Environmental
  3. 3. A Cultural Shift Is Upon UsA shift has occurred and taking a product developmentapproach to solving problems that our clients have pushesus together closer to them.This methodology instills a deeper relationshipwith a set of clients- we become a real extension oftheir operations.
  4. 4. Create A Voice Your Audience UnderstandsDefine a voice for yourwall posts & pages.It’s like character creation. How would Bostonmagazine talk if it was a person, or if it wasplanning to go to a party? Your characteristics& tone will reverberate with your audience.Make sure it’s authentic & related to yourbrands & region.
  5. 5. It’s a dialogue, not a monologueDo your homework. Research your competition and what they are doing/not doing in the space. Understand your audience and how to speak to themin their language.Plan & Organize. Have an idea of what you are going to say and do andwhen. Organize content so it is easy for your fans to find.Participate & Respond. If your audience is taking the time to share withyou, do the same – Listen to what they are telling you and adapt accordingly.
  6. 6. ALL media by it’s nature is socialWhat we have begun to refer to as Social Media is better described as:ComputerAssistedSocialInteractions.The core ofCASI is the art ofbuilding relationships.
  7. 7. 20 New Truths for Social Media Stars
  8. 8. 1 Expectations have changed
  9. 9. 2 Analytics matter now more than ever
  10. 10. 3 Insights build against measurement criteria, rapidly and often
  11. 11. 4 Interactions require plannning and consideration, and optimization
  12. 12. 5 User Persona’s become real as we define pre-commodified products and audiences
  13. 13. 6 Clients expect more for less and have many options
  14. 14. 7 Delegation and trust are essential
  15. 15. 8 Investment of time & drive should exceed expectations
  16. 16. 9 Research driven insights & planning
  17. 17. 10 Entrepreneurial approach is praised only when accompanied with high communication
  18. 18. 11 Media & channel does influence the creative form & idea(s)
  19. 19. 12 Social dialog & execution don’t always match but are influenced by each
  20. 20. 13 Understanding & considering End Users & Architecting Experiences requires attention and commitment
  21. 21. 14 Be straight forward
  22. 22. 15 You must take into account end users & behaviors
  23. 23. 16 People want useful, affordable, and varied products
  24. 24. 17 What we are good at matters more now, as people are over populating. Mediocrity is not acceptable
  25. 25. 18 Marketing is only a part of the work we do
  26. 26. 19 Execution matters more, and is expected to work, or people will rapidly move on
  27. 27. 20 There are multiple realities – not just one
  28. 28. New Skool vs. Old Skool Shortfalls of old skool: Opportunities of new skool: • Lack of internal resources • Hundreds of thousands of • Lack of internal expertise potential consumers • Ever-changing landscape • Viral medium • Variable measurement criteria • Create direct dialogue • Requires regular maintenance • Community trust • Requires engagement outside of • Rapid growth regular work hours • Easy to implement • Low cost of entry • Deeper relationship with your audience
  29. 29. Defining Your ROI CriteriaThe main benefit of using Return on Investment (ROI) & the reason for its popularity isthe simplicity of its calculation. Does the traditional ROI equation give you thetrue ROI of your social media efforts? Try this for Social:Return on Influence = (Calculated Gain from Investment -Cost of Investment) / Cost of InvestmentQ: What does this mean for you?A: That the list of criteria vary from Poker.
  30. 30. Defining Your ROI Criteria Via Poker!So, here’s a tactile example.Say you play in an OnlinePoker Tournament: (winnings - investment)For example, if you entered a 9-seater$10+$1 Game at Poker Players ProfitWeb Site and won the first prize ROI= x 100% Investmentof $45, your ROI for that onegame would be: (Buy-in + fee)Profit = $45 - $11 = $34Investment = $11ROI = ($34 / $11) x 100 = 309% Reference:
  31. 31. Deep breath, and Action!What does success require? • Establish criteria early on • What’s the goal • Monitor conversations and interactions • What is your fan and follower growth goalResearch is your friend. • See what others have done in the space, learn from them.Maybe Social Media monitoring is needed. • Buzz Metrics by Nielsen’s • Listen Logic • Radiant6
  32. 32. Instructor Bio Benjamin J. Weisman, Senior Vice President, Director of Innovations, MRM Worldwide – Princeton Office, an InterPublic Group company. In his role at MRM Princeton, Ben is equal parts Creative Director, Digital Strategist, Product Developer and Motion Theorist. Ben continually seeks out new and innovative ways to approach digital brand marketing in both physical and synthetic social spaces. His work embodies a respect for, and a focus on, direct marketing and social media integration. As new social media platforms emerge identifying methods that enable marketers to connect and collaborate with audiences and consumers is critical. As the marketing approaches change so too must engagement methods shift. Ben is hyper focused on adding utility to peoples lives by producing work with his clients and teams that are experiential, authentic and in sync with this dynamic marketing environment. Having honed his skills at top digital shops including Iris, Deep Focus, and Tribal DDB, Benjamin possesses an entrepreneurial curiosity that has earned him a reputation as an industry ‘trailblazer’. By employing social media tools with keen proficiency Ben helps migrate consumers to new and pre- commoditized landscapes. Ultimately, assisting consumers in best determining opportunities for his clients. Past clients have included adidas, Office Depot, COTY, HBO, Nike, SONY, Sony Ericsson, Vitamin Water, Hertz, AVIS, Applebee’s, Cuervo, Dewars, Russian Standard Vodka, BMS, Sunovion, Orencia, Plavix, Lunesta, Humira, ETS, GRE, TOEFL, PRAXIS, TOEIC and the NRDC. Ben currently lives in Central New Jersey with his wife Elise, and daughters Rose & Violet. He is a News Hound and a Naturalist who finds inspiration in Humanities roots, and Science Fiction.
  33. 33. Adages • Be committed • Have something for people to look at • Users aren’t only interested in value, they like content • Good design & messaging matter • Social Media doesn’t have to be involved to succeed • User reviews and comment engagement work • Maintain a conversation, people listen • Consumers like promotions & sweepstakes • Authenticity • Simplicity • Social media is not free • People trust like-minded strangers • People care as much if not more…in what their peers are saying • You still have a voice…But they validate it