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Social Media
                           STRATEGY & EXECUTION




ISBDC - Social Media’s Role in Marketing    JAMES BURNES,...
James Burnes
                                                Principal & Founder, Project Brilliant
                      ...
GET MY CONTACT
                                                INFORMATION VIA
SOCIAL MEDIA FOR A NEW GENERATION OF CONSUM...
To: 5
                                 0500
                          Messa
                                g
            ...
Social Media in Action

    LET’S INTERACT RIGHT NOW


SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJE...
Do you really want
 to engage and


             JAMES BURNES, PROJECT BRILLIANT
A Few Social Media



      1995       1997        1999      2001     2003   2005      2007        2009




SOCIAL MEDIA F...
A Few Social Media



      1995       1997        1999      2001     2003   2005      2007        2009




 Message
board...
A Few Social Media
                   Personal ‘free’
                    web pages
                       debut




     ...
A Few Social Media
                   Personal ‘free’
                    web pages
                       debut




     ...
A Few Social Media
                                                MySpace.com
                                           ...
A Few Social Media
                                                 MySpace.com
                                          ...
A Few Social Media
                                                 MySpace.com
                                          ...
A Few Social Media
                                                 MySpace.com
                                          ...
A Few Social Media
                                                 MySpace.com
                                          ...
A Few Social Media
                                                 MySpace.com       Twitter
                            ...
A Few Social Media
                                                                                  March
               ...
Do you have a strategy?




                 JAMES BURNES, PROJECT BRILLIANT
Stand up if…




SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRILLIANT
Stand up if…
  Your business has a presence on
  Facebook, Twitter, YouTube and/or….




SOCIAL MEDIA FOR A NEW GENERATIO...
Stand up if…
  Your business has a presence on
  Facebook, Twitter, YouTube and/or….
  Your business has a designated
  ...
Stand up if…
  Your business has a presence on
  Facebook, Twitter, YouTube and/or….
  Your business has a designated
  ...
Do you have a strategy?




                 JAMES BURNES, PROJECT BRILLIANT
Do you have a strategy?

  (Or are you just executing
           tactics?)



                       JAMES BURNES, PROJECT...
Aligning the organization

    WHY STRATEGY FIRST?


SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT...
SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRILLIANT
Social Media Has Shifted Who People
   Trust To Influence Their Decisions
           Recommendations from people known     ...
Social Media Has Shifted Who People
   Trust To Influence Their Decisions
           Recommendations from people known     ...
Who Are We?

    YOUR STRATEGY MUST ALIGN
    WITH YOUR BRAND

SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNE...
What is a brand?

           JAMES BURNES, PROJECT BRILLIANT
SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRILLIANT
SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRILLIANT
SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRILLIANT
SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRILLIANT
Brand = The
  Experience
SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRILLIANT
Who controls your
     brand?



             JAMES BURNES, PROJECT BRILLIANT
SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRILLIANT
SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRILLIANT
SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRILLIANT
SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRILLIANT
What causes this
  confusion?




            JAMES BURNES, PROJECT BRILLIANT
What causes this
     confusion?


No Strategy, Plan,
 or Commitment
               JAMES BURNES, PROJECT BRILLIANT
What causes this
  confusion?




            JAMES BURNES, PROJECT BRILLIANT
What causes this
   confusion?



We experiment.
             JAMES BURNES, PROJECT BRILLIANT
SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRILLIANT
Segments that matter

    HOW DO WE DEVELOP
    STRATEGY?

SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, P...
#1. What are our



            JAMES BURNES, PROJECT BRILLIANT
#2. Who is our
  audience?


           JAMES BURNES, PROJECT BRILLIANT
#3. Who are the
segments within?


            JAMES BURNES, PROJECT BRILLIANT
Potential Customers
                                                   Past Customers
                                    ...
Don’t make me
                                                tweet about this!




SOCIAL MEDIA FOR A NEW GENERATION OF C...
SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRILLIANT
#4. What do they



            JAMES BURNES, PROJECT BRILLIANT
#5. Where do they



            JAMES BURNES, PROJECT BRILLIANT
SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRILLIANT
#6. Who is our



           JAMES BURNES, PROJECT BRILLIANT
SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRILLIANT
SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRILLIANT
#7. What are our
milestones & key events?



                JAMES BURNES, PROJECT BRILLIANT
#8. How will mobile
accessibility to social
 media impact you?

                JAMES BURNES, PROJECT BRILLIANT
More Than Half of All Phone Sold
         Will Be “Smart” By 2011




                                                    ...
More Than Half of All Phone Sold
         Will Be “Smart” By 2011
                                                        ...
#9. Do you need your
own social platform?


              JAMES BURNES, PROJECT BRILLIANT
A few ideas

    WHAT MIGHT OUR STRATEGY
    BE?

SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BR...
Strategy: Make our
organization more personable




                    JAMES BURNES, PROJECT BRILLIANT
Strategy: Give prospective
customers more exposure to
what it’s like to do business




                     JAMES BURNES,...
Strategy: Reward
     customers who
demonstrate loyalty and
help us spread the word


                 JAMES BURNES, PROJE...
Strategy: Drive referrals by
making it easy for our fans




                    JAMES BURNES, PROJECT BRILLIANT
Strategy: Recruit the best talent
by showcasing our staff’s work
    and the lifestyle we live.




                      ...
Strategy: Delivery easy ways
for customers and prospects
to share their product ideas.




                     JAMES BURN...
Social media will not
succeed as a “marketing”
        strategy!




                 JAMES BURNES, PROJECT BRILLIANT
Every department should
       contribute.




                JAMES BURNES, PROJECT BRILLIANT
Sales
        Marketing
        HR
        Customer Service
                                           Strategy
        Pr...
A few ideas

    HOW DO WE MOVE FROM PLAN
    TO ACTION?

SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PR...
SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRILLIANT
Do we bring in an outside guru
to help our team move quickly?




 SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES B...
Develop the tactical plan with
   those who will actually




                    JAMES BURNES, PROJECT BRILLIANT
Your (WRITTEN) Plan Will
 • Audience Definition and segmentation
 • Clearly defined strategies
 • Tactical approach (which p...
Let your ambassadors take
    it to the rest of the




                 JAMES BURNES, PROJECT BRILLIANT
To succeed, make the mantra about
engaging and connecting, not selling.




 SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER...
To succeed, you must lead it from the top and
    build a culture of engaged, connected
                  employees.




S...
To succeed, you must commit.



SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRILLIANT
Let’s Take a Break

    BE BACK IN 10 MINUTES


SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRIL...
Email Marketing
Email Marketing

 Mobile Apps
Viral Video
Email Marketing

 Mobile Apps
SMS (txt) Marketing

              Viral Video
Email Marketing

 Mobile Apps
SMS (txt) Marketing

              Viral Video
Email Marketing
                  Banner Advertising
 Mobile Apps
SMS (txt) Marketing
Email Marketing  Viral Video
                  Banner Advertising
 Mobile Apps
Crowd sourcing
SMS (txt) Marketing
Email Marketing  Viral Video
                  Banner Advertising
 Mobile Apps
Crowd sourcing
        ...
SMS (txt) Marketing
  Keyword (PPC) Advertising
Email Marketing  Viral Video
                  Banner Advertising
 Mobile ...
SEO
SMS (txt) Marketing
  Keyword (PPC) Advertising
Email Marketing  Viral Video
                  Banner Advertising
 Mob...
SEO
SMS (txt) Marketing
  Keyword (PPC) Advertising
Email Marketing  Viral Video
Social media Banner Advertising
 Mobile A...
SEO blogging
SMS (txt) Marketing
  Keyword (PPC) Advertising
Email Marketing  Viral Video
Social media Banner Advertising
...
SEO blogging
SMS (txt) Marketing
   Keyword (PPC) Advertising
Email Marketing  Viral Video
Social media Banner Advertising...
SEO blogging
SMS (txt) Marketing
   Keyword (PPC) Advertising
Email Marketing  Viral Video
Social media Banner Advertising...
Lesson #1
Leveraging Twitter To Push Inventory
Lesson #2
Driving Customer Loyalty and Repeat
Visits with Facebook
Lesson #3
Crowd-sourcing loyal customers for ideas
and improvements
Lesson #4
Using community/customer skills to create
new products and manage inventory
Lesson #5
Blogging to recruit talent & leverage
customer loyalty
Lesson #6
Using Niche MicroSites to Drive Traffic
And Search Engine Marketing
Lesson #7
Using Viral Video To Create Demand In
A New Vertical
Lesson #8
Keeping Customers Informed Of Diverse
Products Via Facebook
Lesson #9
Building Brand Awareness To A Competitive
Industry Through Social Media
Lesson #10
Maximizing Value of Customer Database
Via Targeted Email Marketing Strategies
Building A Great CRM
Customer Database
In-person
            Customer Database   Prospects & Leads
customers
How to maximize value of CRM
How to maximize value of CRM
  Keep separate fields for all data (first,
  last, etc.)
How to maximize value of CRM
  Keep separate fields for all data (first,
  last, etc.)
  Maintain data integrity (format o...
How to maximize value of CRM
  Keep separate fields for all data (first,
  last, etc.)
  Maintain data integrity (format o...
How to maximize value of CRM
  Keep separate fields for all data (first,
  last, etc.)
  Maintain data integrity (format o...
How to maximize value of CRM
  Keep separate fields for all data (first,
  last, etc.)
  Maintain data integrity (format o...
SEO blogging
SMS (txt) Marketing
   Keyword (PPC) Advertising
Email Marketing  Viral Video
Social media Banner Advertising...
Let’s Take a Break

    BE BACK IN 10 MINUTES


SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRIL...
7 Rules For Social
         Media Success

SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRILLIANT
Rule #1

         Define Your
        Personal And
       Business Brand

SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   J...
Rule #2

              Create
           Accounts For
           Your Business

SOCIAL MEDIA FOR A NEW GENERATION OF CONSU...
Rule #3

 Speak to Your
    Target
   Audience
SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT BRILL...
Rule #4

Commit to 15
Minutes A Day
To ʻPearlʼ Dive
SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES BURNES, PROJECT ...
Rule #5
   Demonstrate
experience through
sharing knowledge,
 ideas and insight

SOCIAL MEDIA FOR A NEW GENERATION OF CONS...
Rule #6

Listen More Than
   You Speak.
    Respond
Frequently & Win!
SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAME...
Rule #7

      Reward your
     customers who
     connect to you

SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER   JAMES B...
Q&A

  JAMES BURNES, PROJECT BRILLIANT
James Burnes
                                                   Principal & Founder, Project
                             ...
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
Building A Social Media Strategy - And Executing It
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Building A Social Media Strategy - And Executing It

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James Burnes, principal and founder of Project Brilliant, shares how to build a social media strategy with participants at an Indiana Small Business Development Center program in Elkhart, IN.

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Building A Social Media Strategy - And Executing It

  1. 1. Social Media STRATEGY & EXECUTION ISBDC - Social Media’s Role in Marketing JAMES BURNES, PROJECT BRILLIANT
  2. 2. James Burnes Principal & Founder, Project Brilliant CEO & Founder, Mobiltopia @jamesburnes @ProjBrilliant @mobiltopia SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  3. 3. GET MY CONTACT INFORMATION VIA SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER TEXT JAMES BURNES, PROJECT BRILLIANT
  4. 4. To: 5 0500 Messa g james e: burne s GET MY CONTACT INFORMATION VIA SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER TEXT JAMES BURNES, PROJECT BRILLIANT
  5. 5. Social Media in Action LET’S INTERACT RIGHT NOW SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  6. 6. Do you really want to engage and JAMES BURNES, PROJECT BRILLIANT
  7. 7. A Few Social Media 1995 1997 1999 2001 2003 2005 2007 2009 SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  8. 8. A Few Social Media 1995 1997 1999 2001 2003 2005 2007 2009 Message boards for geeks everywhere SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  9. 9. A Few Social Media Personal ‘free’ web pages debut 1995 1997 1999 2001 2003 2005 2007 2009 Message boards for geeks everywhere SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  10. 10. A Few Social Media Personal ‘free’ web pages debut 1995 1997 1999 2001 2003 2005 2007 2009 Blogware begins to take Message off boards for geeks everywhere SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  11. 11. A Few Social Media MySpace.com launches Personal ‘free’ web pages debut 1995 1997 1999 2001 2003 2005 2007 2009 Blogware begins to take Message off boards for geeks everywhere SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  12. 12. A Few Social Media MySpace.com launches Personal ‘free’ web pages debut 1995 1997 1999 2001 2003 2005 2007 2009 Blogware begins to take Message off boards for Mass media starts geeks focusing on “User everywhere Generated Content” SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  13. 13. A Few Social Media MySpace.com launches Personal ‘free’ web pages debut Facebook Launches 1995 1997 1999 2001 2003 2005 2007 2009 Blogware begins to take Message off boards for Mass media starts geeks focusing on “User everywhere Generated Content” SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  14. 14. A Few Social Media MySpace.com launches Personal ‘free’ web pages debut Facebook Launches 1995 1997 1999 2001 2003 2005 2007 2009 Blogware begins to take YouTube launches Message off boards for Mass media starts geeks focusing on “User everywhere Generated Content” SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  15. 15. A Few Social Media MySpace.com launches Personal ‘free’ web pages debut Facebook Launches 1995 1997 1999 2001 2003 2005 2007 2009 Blogware Ning begins to take YouTube launches Launches Message off boards for Mass media starts geeks focusing on “User everywhere Generated Content” SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  16. 16. A Few Social Media MySpace.com Twitter launches Launches Personal ‘free’ web pages debut Facebook Launches 1995 1997 1999 2001 2003 2005 2007 2009 Blogware Ning begins to take YouTube launches Launches Message off boards for Mass media starts geeks focusing on “User everywhere Generated Content” SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  17. 17. A Few Social Media March MySpace.com Twitter 2009, launches Launches Nielsen Personal ‘free’ web pages study debut Reveals Facebook Launches social media more popular than email 1995 1997 1999 2001 2003 2005 2007 2009 Blogware Ning begins to take YouTube launches Launches Message off boards for Mass media starts geeks focusing on “User everywhere Generated Content” SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  18. 18. Do you have a strategy? JAMES BURNES, PROJECT BRILLIANT
  19. 19. Stand up if… SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  20. 20. Stand up if…  Your business has a presence on Facebook, Twitter, YouTube and/or…. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  21. 21. Stand up if…  Your business has a presence on Facebook, Twitter, YouTube and/or….  Your business has a designated person or team responsible for social media. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  22. 22. Stand up if…  Your business has a presence on Facebook, Twitter, YouTube and/or….  Your business has a designated person or team responsible for social media.  Your staff understands how social media is being used by the organization. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  23. 23. Do you have a strategy? JAMES BURNES, PROJECT BRILLIANT
  24. 24. Do you have a strategy? (Or are you just executing tactics?) JAMES BURNES, PROJECT BRILLIANT
  25. 25. Aligning the organization WHY STRATEGY FIRST? SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  26. 26. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  27. 27. Social Media Has Shifted Who People Trust To Influence Their Decisions Recommendations from people known 90% Consumer opinions posted online 70% Brand websites 70% Editorial content (e.g. newspaper article) 69% Brand sponsorships 64% TV 62% Newspaper 61% Magazines 59% Billboards / outdoor advertising 55% Radio 55% Emails signed up for 54% Search engine results ads 41% Source: Nielsen SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER Global Online Consumer Survey, April 2009 JAMES BURNES, PROJECT BRILLIANT
  28. 28. Social Media Has Shifted Who People Trust To Influence Their Decisions Recommendations from people known 90% Consumer opinions posted online 70% Brand websites 70% Editorial content (e.g. newspaper article) 69% Brand sponsorships 64% TV 62% Newspaper 61% Magazines 59% Billboards / outdoor advertising 55% Radio 55% Emails signed up for 54% Search engine results ads 41% Source: Nielsen SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER Global Online Consumer Survey, April 2009 JAMES BURNES, PROJECT BRILLIANT
  29. 29. Who Are We? YOUR STRATEGY MUST ALIGN WITH YOUR BRAND SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  30. 30. What is a brand? JAMES BURNES, PROJECT BRILLIANT
  31. 31. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  32. 32. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  33. 33. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  34. 34. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  35. 35. Brand = The Experience SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  36. 36. Who controls your brand? JAMES BURNES, PROJECT BRILLIANT
  37. 37. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  38. 38. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  39. 39. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  40. 40. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  41. 41. What causes this confusion? JAMES BURNES, PROJECT BRILLIANT
  42. 42. What causes this confusion? No Strategy, Plan, or Commitment JAMES BURNES, PROJECT BRILLIANT
  43. 43. What causes this confusion? JAMES BURNES, PROJECT BRILLIANT
  44. 44. What causes this confusion? We experiment. JAMES BURNES, PROJECT BRILLIANT
  45. 45. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  46. 46. Segments that matter HOW DO WE DEVELOP STRATEGY? SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  47. 47. #1. What are our JAMES BURNES, PROJECT BRILLIANT
  48. 48. #2. Who is our audience? JAMES BURNES, PROJECT BRILLIANT
  49. 49. #3. Who are the segments within? JAMES BURNES, PROJECT BRILLIANT
  50. 50. Potential Customers Past Customers Current Customers Loyal Customers Angry Customers SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  51. 51. Don’t make me tweet about this! SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  52. 52. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  53. 53. #4. What do they JAMES BURNES, PROJECT BRILLIANT
  54. 54. #5. Where do they JAMES BURNES, PROJECT BRILLIANT
  55. 55. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  56. 56. #6. Who is our JAMES BURNES, PROJECT BRILLIANT
  57. 57. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  58. 58. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  59. 59. #7. What are our milestones & key events? JAMES BURNES, PROJECT BRILLIANT
  60. 60. #8. How will mobile accessibility to social media impact you? JAMES BURNES, PROJECT BRILLIANT
  61. 61. More Than Half of All Phone Sold Will Be “Smart” By 2011 33% 1999 2001 2003 2005 2007 2009 2011 SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  62. 62. More Than Half of All Phone Sold Will Be “Smart” By 2011 51% 33% 1999 2001 2003 2005 2007 2009 2011 SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  63. 63. #9. Do you need your own social platform? JAMES BURNES, PROJECT BRILLIANT
  64. 64. A few ideas WHAT MIGHT OUR STRATEGY BE? SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  65. 65. Strategy: Make our organization more personable JAMES BURNES, PROJECT BRILLIANT
  66. 66. Strategy: Give prospective customers more exposure to what it’s like to do business JAMES BURNES, PROJECT BRILLIANT
  67. 67. Strategy: Reward customers who demonstrate loyalty and help us spread the word JAMES BURNES, PROJECT BRILLIANT
  68. 68. Strategy: Drive referrals by making it easy for our fans JAMES BURNES, PROJECT BRILLIANT
  69. 69. Strategy: Recruit the best talent by showcasing our staff’s work and the lifestyle we live. JAMES BURNES, PROJECT BRILLIANT
  70. 70. Strategy: Delivery easy ways for customers and prospects to share their product ideas. JAMES BURNES, PROJECT BRILLIANT
  71. 71. Social media will not succeed as a “marketing” strategy! JAMES BURNES, PROJECT BRILLIANT
  72. 72. Every department should contribute. JAMES BURNES, PROJECT BRILLIANT
  73. 73. Sales Marketing HR Customer Service Strategy Product Development Distribution SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  74. 74. A few ideas HOW DO WE MOVE FROM PLAN TO ACTION? SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  75. 75. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  76. 76. Do we bring in an outside guru to help our team move quickly? SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  77. 77. Develop the tactical plan with those who will actually JAMES BURNES, PROJECT BRILLIANT
  78. 78. Your (WRITTEN) Plan Will • Audience Definition and segmentation • Clearly defined strategies • Tactical approach (which platforms, what we’ll do there, what tools we use, etc.) • A budget • Defined goals and metrics • Scheduled reviews. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  79. 79. Let your ambassadors take it to the rest of the JAMES BURNES, PROJECT BRILLIANT
  80. 80. To succeed, make the mantra about engaging and connecting, not selling. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  81. 81. To succeed, you must lead it from the top and build a culture of engaged, connected employees. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  82. 82. To succeed, you must commit. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  83. 83. Let’s Take a Break BE BACK IN 10 MINUTES SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  84. 84. Email Marketing
  85. 85. Email Marketing Mobile Apps
  86. 86. Viral Video Email Marketing Mobile Apps
  87. 87. SMS (txt) Marketing Viral Video Email Marketing Mobile Apps
  88. 88. SMS (txt) Marketing Viral Video Email Marketing Banner Advertising Mobile Apps
  89. 89. SMS (txt) Marketing Email Marketing Viral Video Banner Advertising Mobile Apps Crowd sourcing
  90. 90. SMS (txt) Marketing Email Marketing Viral Video Banner Advertising Mobile Apps Crowd sourcing Lead Generation
  91. 91. SMS (txt) Marketing Keyword (PPC) Advertising Email Marketing Viral Video Banner Advertising Mobile Apps Crowd sourcing Lead Generation
  92. 92. SEO SMS (txt) Marketing Keyword (PPC) Advertising Email Marketing Viral Video Banner Advertising Mobile Apps Crowd sourcing Lead Generation
  93. 93. SEO SMS (txt) Marketing Keyword (PPC) Advertising Email Marketing Viral Video Social media Banner Advertising Mobile Apps Crowd sourcing Lead Generation
  94. 94. SEO blogging SMS (txt) Marketing Keyword (PPC) Advertising Email Marketing Viral Video Social media Banner Advertising Mobile Apps Crowd sourcing Lead Generation
  95. 95. SEO blogging SMS (txt) Marketing Keyword (PPC) Advertising Email Marketing Viral Video Social media Banner Advertising Mobile Apps Crowd sourcing microsites Lead Generation
  96. 96. SEO blogging SMS (txt) Marketing Keyword (PPC) Advertising Email Marketing Viral Video Social media Banner Advertising Mobile Apps Crowd sourcingLanding pages microsites Lead Generation
  97. 97. Lesson #1 Leveraging Twitter To Push Inventory
  98. 98. Lesson #2 Driving Customer Loyalty and Repeat Visits with Facebook
  99. 99. Lesson #3 Crowd-sourcing loyal customers for ideas and improvements
  100. 100. Lesson #4 Using community/customer skills to create new products and manage inventory
  101. 101. Lesson #5 Blogging to recruit talent & leverage customer loyalty
  102. 102. Lesson #6 Using Niche MicroSites to Drive Traffic And Search Engine Marketing
  103. 103. Lesson #7 Using Viral Video To Create Demand In A New Vertical
  104. 104. Lesson #8 Keeping Customers Informed Of Diverse Products Via Facebook
  105. 105. Lesson #9 Building Brand Awareness To A Competitive Industry Through Social Media
  106. 106. Lesson #10 Maximizing Value of Customer Database Via Targeted Email Marketing Strategies
  107. 107. Building A Great CRM
  108. 108. Customer Database
  109. 109. In-person Customer Database Prospects & Leads customers
  110. 110. How to maximize value of CRM
  111. 111. How to maximize value of CRM  Keep separate fields for all data (first, last, etc.)
  112. 112. How to maximize value of CRM  Keep separate fields for all data (first, last, etc.)  Maintain data integrity (format of information input into system)
  113. 113. How to maximize value of CRM  Keep separate fields for all data (first, last, etc.)  Maintain data integrity (format of information input into system)  Give all employees access to update/ modify records
  114. 114. How to maximize value of CRM  Keep separate fields for all data (first, last, etc.)  Maintain data integrity (format of information input into system)  Give all employees access to update/ modify records  Add fields for actionable data (industry specific, relationship triggers, etc.)
  115. 115. How to maximize value of CRM  Keep separate fields for all data (first, last, etc.)  Maintain data integrity (format of information input into system)  Give all employees access to update/ modify records  Add fields for actionable data (industry specific, relationship triggers, etc.)  Analyze data quarterly to identify trends
  116. 116. SEO blogging SMS (txt) Marketing Keyword (PPC) Advertising Email Marketing Viral Video Social media Banner Advertising Mobile Apps Crowd sourcingLanding pages microsites Lead Generation
  117. 117. Let’s Take a Break BE BACK IN 10 MINUTES SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  118. 118. 7 Rules For Social Media Success SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  119. 119. Rule #1 Define Your Personal And Business Brand SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  120. 120. Rule #2 Create Accounts For Your Business SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  121. 121. Rule #3 Speak to Your Target Audience SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  122. 122. Rule #4 Commit to 15 Minutes A Day To ʻPearlʼ Dive SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  123. 123. Rule #5 Demonstrate experience through sharing knowledge, ideas and insight SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  124. 124. Rule #6 Listen More Than You Speak. Respond Frequently & Win! SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  125. 125. Rule #7 Reward your customers who connect to you SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  126. 126. Q&A JAMES BURNES, PROJECT BRILLIANT
  127. 127. James Burnes Principal & Founder, Project Brilliant CEO & Founder, Mobiltopia @jamesburnes @ProjBrilliant @mobiltopia CELL: 317.512.3612 JAMES.BURNES@PROJECTBRILLIANT. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT

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