Chamber Lunch Time Learning presentation

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This is a presentation that Bill Hatling put on at the St. Cloud Chamber's "Lunch Time Learning" March 3, 2010.

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Chamber Lunch Time Learning presentation

  1. 2. BRAND VULNERABILITY TO SOCIAL MEDIA AND HOW WE MANAGE IT.
  2. 3. THE FLINT GROUP <ul><li>HatlingFlint (St. Cloud) </li></ul><ul><li>WestmorelandFlint (Duluth) </li></ul><ul><li>Flint Interactive (Duluth) </li></ul><ul><li>Flint Communications (Fargo) </li></ul><ul><li>SimmonsFlint (Grand Forks) </li></ul><ul><li>AadlandFlint (Anchorage) </li></ul><ul><li>AdFarm (Agribusiness Marketing: Calgary, Alberta; Guelph, Ontario; Kansas City; Fargo) </li></ul><ul><li>Media Productions (A/V + Events: Fargo) </li></ul><ul><li>Praxis Strategy Group (Economic Development: Grand Forks) </li></ul>
  3. 4. New Consumption Models WORK Virtual Office WiFi Connected Anywhere OOH / RETAIL Digital Billboards RFID HDTV Blu-Ray DVR Gaming IPTV Virtual Worlds Social Software Online Video Podcasting User-Generated Content RFID Blogging Office Wikis RSS WiFi/connectivity Personalization Interactive Kiosks MOBILE / AUTO 3G/4G Mobile Devices GPS Mobile Video WiFi Text Messaging HOME
  4. 5. THE DIGITAL EXPERIENCE IS EVOLVING
  5. 6. YOUR COMPANY WEBSITE
  6. 7. <ul><li>SMS Campaign </li></ul><ul><li>Mobile Content </li></ul><ul><li>Downloadable Apps </li></ul><ul><li>Ringtones/Wallpaper </li></ul><ul><li>WAP Ads </li></ul>Search Engine Optimization Kiosks Branded Utilities/Widgets RSS WEBSITES ONLINE MEDIA SOCIAL MOBILE AV Microsites Online Training Systems Search Engine Marketing DATABASE DEVLOPMENT Flash-Rich Applications YOUR COMPANY WEBSITE <ul><li>Tagging </li></ul><ul><li>Twitter </li></ul><ul><li>Wikis </li></ul><ul><li>Ratings & Reviews </li></ul><ul><li>Social Search Engines </li></ul><ul><li>Social News/Bookmarking </li></ul><ul><li>BLOGS/Vlogs </li></ul><ul><li>Standard Banners </li></ul><ul><li>Rich Media </li></ul><ul><li>Integrated Placement </li></ul><ul><li>Targeted </li></ul><ul><li>Streaming Video </li></ul><ul><li>Streaming Audio </li></ul><ul><li>Podcasts </li></ul><ul><li>Pre-Roll </li></ul><ul><li>Online Video </li></ul>
  7. 8. YOUR CUSTOMERS ARE USING THIS STUFF!
  8. 15. Community Search <ul><li>Citysearch.com </li></ul><ul><li>Nextstop.com </li></ul><ul><li>Yelp.com </li></ul><ul><li>Merchantcircle.com </li></ul><ul><li>Urbanspoon.com </li></ul><ul><li>MORE!! </li></ul>
  9. 16. Why should you care? <ul><li>These are your consumers and this is where they are spending their time. </li></ul><ul><li>You need to talk to them (and listen) where they are, not where you want them to be. </li></ul>
  10. 17. <ul><li>It’s cool </li></ul><ul><li>It’s the “new” thing </li></ul><ul><li>It’s the “future” </li></ul><ul><li>We “need to be in it” </li></ul>Digital is not important because: It is important because…
  11. 18. It’s how we are consuming media. Source: Ball State University Center for Media Design
  12. 19. Source: Arbitron/Edison Media Research and comScore
  13. 20. These emerging behaviors pose a new challenge to today’s marketer. <ul><li>Marketers don’t understand channels where they have to talk and listen at the same time. </li></ul><ul><li>Marketers idea of 2-way communication is an 800 number or a web address, then wait to take orders! </li></ul>
  14. 21. What do you do in the new social media world?
  15. 23. What is social media? <ul><li>The technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media itself. </li></ul>
  16. 24. What social media is not. <ul><li>A fad, a passing phase, trendy. </li></ul>Humans are social creatures. <ul><li>Don’t be surprised by adoption. </li></ul><ul><li>Technology has allowed us to act on our social instincts. </li></ul><ul><li>It is NOT going away anytime soon! </li></ul>
  17. 25. <ul><ul><ul><li>Social News/ Bookmarking </li></ul></ul></ul><ul><ul><ul><li>Social Media </li></ul></ul></ul><ul><ul><ul><li>Chat Rooms </li></ul></ul></ul><ul><ul><ul><li>Message Boards </li></ul></ul></ul><ul><ul><ul><li>Blogs/ Video Blogs </li></ul></ul></ul><ul><ul><ul><li>Widgets </li></ul></ul></ul><ul><ul><ul><li>Social Networks </li></ul></ul></ul><ul><ul><ul><li>Content Sharing </li></ul></ul></ul><ul><ul><ul><li>Social Search Engines </li></ul></ul></ul><ul><ul><ul><li>Podcast/ Vcast </li></ul></ul></ul><ul><ul><ul><li>Ratings & </li></ul></ul></ul><ul><ul><ul><li>Reviews </li></ul></ul></ul>
  18. 27. Social media is for the young…. Club Penguin (4 million 8-14 year old visitors/month) kept a child, who was in the hospital for five months, connected with his then-distant friends.
  19. 28. And the old…. YouTube broadcaster, 79-year-old Peter Oakley known as Geriatric1927 , made his debut in August 2006 with a video series called ‘Telling It All’. His videos have been seen over five million times
  20. 29. Now What?
  21. 30. How to get involved. <ul><li>The Four Step Process </li></ul><ul><li>Research and Learn </li></ul><ul><li>Develop a Strategy </li></ul><ul><li>Let Go (and embrace the change) </li></ul><ul><li>Participate </li></ul>
  22. 31. Research and Learn.
  23. 32. Free Listening Tools.
  24. 33. Free Listening Tools.
  25. 34. Free Listening Tools. <ul><li>Blogsearch.google.com </li></ul><ul><li>Tweetbeep.com </li></ul><ul><li>Google.com/alerts </li></ul><ul><li>Boardreader.com </li></ul><ul><li>Backtype.com </li></ul>
  26. 35. Advanced Listening.
  27. 36. Comments on YOUR site <ul><li>Do you have a public comments or feedback section on your site? </li></ul><ul><li>You do now! </li></ul><ul><li>Google.com/sidewiki </li></ul><ul><li>Brand vulnerability on a new scale </li></ul>
  28. 37. Continually Monitor Social Media <ul><li>Know what is being said all the time </li></ul><ul><li>DAILY (or more often), not monthly </li></ul><ul><li>Identify potential issues quickly </li></ul><ul><li>Address these issues with the consumer </li></ul><ul><li>Identify the top online influencers and reach out to them </li></ul>
  29. 38. Develop a strategy.
  30. 39. What is a social media strategy? <ul><li>Reflective of your corporate purpose </li></ul><ul><li>Integrates with all customer touch points </li></ul><ul><li>Establishes protocols to follow </li></ul><ul><li>Identifies points of measurement </li></ul><ul><li>Allocates appropriate resources </li></ul><ul><li>Defines appropriate timelines </li></ul>
  31. 40. As practical and important as your business or marketing strategy planning! <ul><li>Similar processes to planning. </li></ul><ul><li>So why separate? </li></ul><ul><ul><li>The significant cross-over among functions require a different perspective. </li></ul></ul>
  32. 41. What is a social media strategy?
  33. 42. Social media strategy planning <ul><li>What’s the point? </li></ul><ul><li>What is your relationship with the audience? </li></ul><ul><li>How does the audience use social media? </li></ul>
  34. 43. Social media strategy planning <ul><li>What is your differentiation? </li></ul><ul><li>How will you be human? </li></ul><ul><li>Metrics to measure success? </li></ul>
  35. 44. Embrace change and PARTICIPATE.
  36. 47. IN SUMMARY
  37. 48. The New Media Strategy <ul><li>Monitoring is not a monthly thing, it has to be done daily (if not more often) </li></ul><ul><li>Strategy first, tactics second </li></ul><ul><li>Know how you are going to address different types of conversations before they happen, and who is going to address them </li></ul><ul><li>Social media is not free, it takes time to monitor and engage. Before you jump in, make sure you are ready for the commitment. </li></ul>
  38. 49. Interesting case study: <ul><li>convinceandconvert.com (search for us speedskating)  </li></ul><ul><li>http://www.youtube.com/usspeedskating </li></ul><ul><li>http://www.facebook.com/USSpeedskating </li></ul><ul><li>http://twitter.com/USSpeedskating </li></ul><ul><li>www.Colbertnation.com </li></ul><ul><li>www.techrigy.com (social media monitoring tool) </li></ul>

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