5 Distinctions to Guide your Social Media Efforts
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Closing presentation for IIAC 2013 Social Media Conference, Toronto Board of Trade, May 16, 2013. By Jay Palter.
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5 Distinctions to Guide your Social Media Efforts
- 1. 5 key distinctions to guide your social media efforts 16 May 2013 Toronto Board of Trade
- 2. 5 key distinctions โข Tactics vs. Strategy โข Paid vs. Owned vs. Earned Media โข Creating vs. Curating Content โข Personal vs. Professional Brand โข Giving vs. Getting
- 3. Social media without a strategy is like having a map and compass but no destination.
- 5. People donโt buy what you do, they buy why you do it. ~ Simon Sinek Why How What
- 6. 5 key distinctions โข Tactics vs. Strategy โข Paid vs. Owned vs. Earned Media โข Creating vs. Curating Content โข Personal vs. Professional Brand โข Giving vs. Getting
- 7. Paid vs. Owned vs. Earned
- 8. The in๏ฌuence economy Currency Assets โEarned mediaโ Goodwill = = = Networked people and content Transactions Social capital
- 10. The long tail โข Content drives traf๏ฌc โข Traf๏ฌc accumulates over time โข Head equals long tail 3 days 3 years
- 11. 5 key distinctions โข Tactics vs. Strategy โข Paid vs. Owned vs. Earned Media โข Creating vs. Curating Content โข Personal vs. Professional Brand โข Giving vs. Getting
- 12. We are all publishers โข We have new competitors โ!the ๏ฌnancial media are competing with us for the attention of our market. โข We must adapt our marketing โ mass media strategies produce diminishing returns. โข We must become creators and curators of GREAT content.
- 13. Samples of great content marketing in ๏ฌnancial services Amex OPEN Forum Sun Lifeโs Brighter Life
- 14. โข Discover, add context and share โข Be a reporter โข Create signal among the noise in a crowded information landscape Curate remarkable content to build your brand
- 15. 5 key distinctions โข Tactics vs. Strategy โข Paid vs. Owned vs. Earned Media โข Creating vs. Curating Content โข Personal vs. Professional Brand โข Giving vs. Getting
- 16. Build personal brands Personal is professional. Relationships are grounded in personality.
- 17. Personal brand is what people say about you when you leave the room. โ Jeff Bezos, Founder, Amazon.com In other words, what you tell people about your brand matters less than what they tell each other.
- 18. 5 key distinctions โข Tactics vs. Strategy โข Paid vs. Owned vs. Earned Media โข Creating vs. Curating Content โข Personal vs. Professional Brand โข Giving vs. Getting
- 19. Not everything that counts can be counted and not everything that can be counted counts.
- 20. Social media ROI โข Must take a long-term view โข Measure returns in terms of reputation, brand, retention, share of wallet AND new business โข Focus on what youโre GIVING to social, not only what youโre GETTING out of it
- 21. The 5 key distinctions... โข Tactics vs. Strategy โข Paid vs. Owned vs. Earned Media โข Creation vs. Curation Content โข Personal vs. Professional Brand โข Giving vs. Getting
- 22. ...are tied to 5 key take-aways โข Develop your strategy โข Build social capital โข Create and curate remarkable content โข Weave personality into your brand โข Focus on giving, not just getting
- 23. People do business with people they know, like and trust.
- 24. jay@palter.ca 780-868-8433 Copyright 2013 Jay Palter. All rights reserved. Not for reproduction or distribution without written consent. JayPalter.ca twitter.com/jaypalter www.linkedin.com/in/jaypalter