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Why Are We On Social Media Again?

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Most of us are on social because it’s where everyone hangs out online, right? It’s a must-have for any business wanting to stay relevant. The easy trap is to jump into the social space without asking “why” we are out there in the first place. Why do we have a Facebook page? What’s our real purpose of being on Twitter? Is a site like Pinterest a good idea? Quality social strategy isn’t just about winning the popularity contest and garnering more fans than the next guy. This talk led by Chad Bryant and Drew Hawkins will take a look at the forgotten utility of social media. That, at the end of the day, it’s a tool to more efficiently connect with consumers and not necessarily garner a lot of fans without a plan.

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Why Are We On Social Media Again?

  1. 1. why are we onsocial media again? #SoCon13 CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  2. 2. why are we on social media again?Chad Bryant Drew Hawkins @ChadATL @DrewHawkins CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  3. 3. why are we on social media again? #SoCon13CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  4. 4. why are we on social media again? QuickTime™ and a decompressor are needed to see this picture. our inspirationCHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  5. 5. why are we on social media again?why are we on social media? CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  6. 6. why are we on social media again? the reasons for social‣ Engage strategically ‣ Synergize your business to maximize ROI‣ Develop authenticity ‣ Cultivate UGC in SoLoMo‣ Go viral ‣ Join the conversation CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  7. 7. why are we on social media again?CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  8. 8. why are we on social media again?CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  9. 9. why are we on social media again?why are we on social media? CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  10. 10. why are we on social media?the real reasons ‣ build a better brand experience ‣ love and better serve your customers ‣ know what they want before they do CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  11. 11. why are we on social media again? your job as a marketer is not to devise a social mediastrategy, it’s to socialize your business strategy. Jason Falls Founder, Social Media Explorer CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  12. 12. why are we on social media?get to know your customers ‣ use social listening to get to know your customers. ‣ know what they want before they even ask for it. CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  13. 13. why are we on social media again?nike pluspeople already shared workouts online -Nike just provided a platform to do so inreal-timeuse this data to improve their ownproducts CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  14. 14. why are we on social media again?who do you look up to? CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  15. 15. why are we on social media again?CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  16. 16. why are we on social media again?CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  17. 17. why are we on social media again?CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  18. 18. why are we on social media again? best practices are a good historical foundation for learning from others’mistakes and triumphs, not a checklist for success. CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  19. 19. why are we on social media again? 1.1 million facebook fans no facebook page brand pioneer on pinterest pin things to bulletin boards in-storeapps, email lists and twitter chats a newspaper $8 billion in sales $8 billion in sales CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  20. 20. why are we on social media again? wait -I thought we were supposed to be on social media? CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  21. 21. why are we on social media again? you can it’s as easy as the 3 Ps.......oh yeah, there’s an L in there somewhere too. CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  22. 22. why are we on social media again?social, the right way publishing vs prioritization purpose listening CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  23. 23. why are we on social media again?listen first. then publishlearn what people love before trying topublish great content.figure out where people spend time and howthey spend that timelearn the platform vernacular CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  24. 24. why are we on social media again?we don’t talk to our friends with a bullhorn. Paul Marcum Director, Global Digital Marketing at GE CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  25. 25. why are we on social media again?ge listening = earned media focuses on surprise and delight in lieu of product pushes. make their audience the “hero” CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  26. 26. why are we on social media again? prioritize.CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  27. 27. why are we on social media again? prioritizeCHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  28. 28. why are we on social media again? jump inCHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  29. 29. why are we on social media again? purposeCHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  30. 30. why are we on social media again? threadlessCHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  31. 31. why are we on social media again?how do I get people to care? CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  32. 32. why are we on social media again?people are more powerful than channel. CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  33. 33. why are we on social media?do you know this dude? CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  34. 34. why are we on social media?phillip defranco 2.4 million subscribers 1.1 BILLION video views CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  35. 35. why are we on social media? phillip defranco < six months old 700 thousand subscribers200 million video views CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  36. 36. why are we on social media?not to mention. . . CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  37. 37. why are we on social media?not to mention. . . CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  38. 38. why are we on social media?not to mention. . . CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  39. 39. why are we on social media again? shark weekCHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  40. 40. why are we on social media again? opening night 21.4 million viewers (most all time) 1.6 million tweets (double 2011)35% of all cable social activity from august 12-16 CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  41. 41. why are we on social media again?you aren’t here to learn anything new today. CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  42. 42. why are we on social media again?so. . .what’s the point? CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  43. 43. why are we on social media again? the point is:we want to help change be aware of best listen. prioritize. have ayour approach to social practices but don’t let purpose for being wheremedia as it relates to them dictate strategy you are online. thinkoverall marketing goals need before platform. CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  44. 44. why are we on social media again? questions?CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
  45. 45. thank you. #SoCon13CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS

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