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5 key distinctionsto guide yoursocial media efforts16 May 2013Toronto Board of Trade
5 key distinctions• Tactics vs. Strategy• Paid vs. Owned vs. Earned Media• Creating vs. Curating Content• Personal vs. Pro...
Social media without a strategyis like having a map andcompass but no destination.
People don’t buy what you do,they buy why you do it.~ Simon SinekWhyHowWhat
5 key distinctions• Tactics vs. Strategy• Paid vs. Owned vs. Earned Media• Creating vs. Curating Content• Personal vs. Pro...
Paid vs. Owned vs. Earned
The influence economyCurrencyAssets“Earned media”Goodwill===Networked peopleand contentTransactionsSocial capital
Your networkBefore After
The long tail• Content drives traffic• Traffic accumulates over time• Head equals long tail3 days 3 years
5 key distinctions• Tactics vs. Strategy• Paid vs. Owned vs. Earned Media• Creating vs. Curating Content• Personal vs. Pro...
We are all publishers• We have new competitors –!the financialmedia are competing with us for theattention of our market.• ...
Samples of great contentmarketing in financial servicesAmex OPEN ForumSun Life’s Brighter Life
• Discover, add context andshare• Be a reporter• Create signal among thenoise in a crowdedinformation landscapeCurate rema...
5 key distinctions• Tactics vs. Strategy• Paid vs. Owned vs. Earned Media• Creating vs. Curating Content• Personal vs. Pro...
Build personal brandsPersonal is professional.Relationshipsare grounded inpersonality.
Personal brand is whatpeople say about youwhen you leave the room.– Jeff Bezos, Founder, Amazon.comIn other words, what yo...
5 key distinctions• Tactics vs. Strategy• Paid vs. Owned vs. Earned Media• Creating vs. Curating Content• Personal vs. Pro...
Not everythingthat counts can becounted and noteverything thatcan be countedcounts.
Social media ROI• Must take a long-term view• Measure returns in terms of reputation,brand, retention, share of wallet AND...
The 5 key distinctions...• Tactics vs. Strategy• Paid vs. Owned vs. Earned Media• Creation vs. Curation Content• Personal ...
...are tied to5 key take-aways• Develop your strategy• Build social capital• Create and curate remarkable content• Weave p...
People do business with peoplethey know, like and trust.
jay@palter.ca780-868-8433Copyright 2013 Jay Palter. All rights reserved.Not for reproduction or distribution without writt...
5 Distinctions to Guide your Social Media Efforts
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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. 1. 5 key distinctionsto guide yoursocial media efforts16 May 2013Toronto Board of Trade
  2. 2. 5 key distinctions• Tactics vs. Strategy• Paid vs. Owned vs. Earned Media• Creating vs. Curating Content• Personal vs. Professional Brand• Giving vs. Getting
  3. 3. Social media without a strategyis like having a map andcompass but no destination.
  4. 4. People don’t buy what you do,they buy why you do it.~ Simon SinekWhyHowWhat
  5. 5. 5 key distinctions• Tactics vs. Strategy• Paid vs. Owned vs. Earned Media• Creating vs. Curating Content• Personal vs. Professional Brand• Giving vs. Getting
  6. 6. Paid vs. Owned vs. Earned
  7. 7. The influence economyCurrencyAssets“Earned media”Goodwill===Networked peopleand contentTransactionsSocial capital
  8. 8. Your networkBefore After
  9. 9. The long tail• Content drives traffic• Traffic accumulates over time• Head equals long tail3 days 3 years
  10. 10. 5 key distinctions• Tactics vs. Strategy• Paid vs. Owned vs. Earned Media• Creating vs. Curating Content• Personal vs. Professional Brand• Giving vs. Getting
  11. 11. We are all publishers• We have new competitors –!the financialmedia are competing with us for theattention of our market.• We must adapt our marketing – massmedia strategies produce diminishingreturns.• We must become creators and curators ofGREAT content.
  12. 12. Samples of great contentmarketing in financial servicesAmex OPEN ForumSun Life’s Brighter Life
  13. 13. • Discover, add context andshare• Be a reporter• Create signal among thenoise in a crowdedinformation landscapeCurate remarkable contentto build your brand
  14. 14. 5 key distinctions• Tactics vs. Strategy• Paid vs. Owned vs. Earned Media• Creating vs. Curating Content• Personal vs. Professional Brand• Giving vs. Getting
  15. 15. Build personal brandsPersonal is professional.Relationshipsare grounded inpersonality.
  16. 16. Personal brand is whatpeople say about youwhen you leave the room.– Jeff Bezos, Founder, Amazon.comIn other words, what you tell peopleabout your brand matters less thanwhat they tell each other.
  17. 17. 5 key distinctions• Tactics vs. Strategy• Paid vs. Owned vs. Earned Media• Creating vs. Curating Content• Personal vs. Professional Brand• Giving vs. Getting
  18. 18. Not everythingthat counts can becounted and noteverything thatcan be countedcounts.
  19. 19. Social media ROI• Must take a long-term view• Measure returns in terms of reputation,brand, retention, share of wallet AND newbusiness• Focus on what you’re GIVING to social, notonly what you’re GETTING out of it
  20. 20. The 5 key distinctions...• Tactics vs. Strategy• Paid vs. Owned vs. Earned Media• Creation vs. Curation Content• Personal vs. Professional Brand• Giving vs. Getting
  21. 21. ...are tied to5 key take-aways• Develop your strategy• Build social capital• Create and curate remarkable content• Weave personality into your brand• Focus on giving, not just getting
  22. 22. People do business with peoplethey know, like and trust.
  23. 23. jay@palter.ca780-868-8433Copyright 2013 Jay Palter. All rights reserved.Not for reproduction or distribution without written consent.JayPalter.catwitter.com/jaypalterwww.linkedin.com/in/jaypalter

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