There’s a lot to learn, and people are trying
to package it in digestible chunks.
We saw fewer lists at SMWF than we see
daily in our inboxes.
Lists are a symptom of our short attention
Trust not the numbered list.
Except this one.
“It’s not social media. It’s marketing.”
“If you think of social media as a tool,
then you are a tool.”
Social media is also not:
Limited to teenagers, egomaniacs, and
A replacement for a marketing plan.
Social media is:
Facebook, Twitter, YouTube, Blogging, Foursquare, etc.
Anyplace people are conversing online.
Person to person. Thought to thought.
How people educate themselves about life, love, parenting,
eating, politics, life insurance, and woodworking.
Where anyone can be a producer, a critic, and an expert.
Just one spoke in the marketing wheel.
CLAIM TO NOT BE A
SOCIAL MEDIA GURU,
EVEN IF YOUR BLOG URL IS
The internet is lousy with social media experts.
White papers abound. Everyone wants to lead.
So what can we learn? How and from whom?
Ben Parr of Mashable.com is a decent start.
We now feel comfortable publishing everything
• A return to local
• Twitter geolocation
• Yowza (mobile couponing)
If you think mobile is big now, just wait.
2013: 1 billion+ heavy mobile web users.
Ben’s big tips:
• Latch onto mobile
- Stay on top of local networks
• Engagement management tools are your friends
Social media: here’s what people think
PROVE FRACTURED MEDIA
AND MARKETPLACE VIA
OVERWHELMING IMAGE CLOUD
It is a fractured landscape.
But there are clear opportunities right now.
300 million people come to Facebook
YouTube is the second most-used search
engine. (Are you making videos yet?)
You can identify your market and saddle
the chaos with some simple tips.
What percentage of B2B marketers are
using social media as a marketing tactic?
Association of National Advertisers, 2009
“Go where consumers already want to be and
help them do what they already want to do.”
–Christopher Barger, Dir Social Media, GM
“Get close to something you love, with
permission by the consumer to be there.”
–Angela Courtin, MySpace
“Fish where the ﬁsh are.”
–Michael Donnelly, Group Director, Worldwide Interactive
DON’T SAY CONTEST.
EVEN THOUGH IT’S
PROBABLY A CONTEST.
Nearly every case study we heard at SMWF
involved a contest or promotion.
Upload this. Win that. Personalize our brand,
then share that expression back out.
Go big on prizes. Cars. Hollywood premieres.
Fewer bigger, not more smaller.
Brands still need agencies.
But who owns the voice?
Employee owned voice: Twelpforce
Add tweets of Best Buy workforce to Best
Buy Twitter handle @twelpforce.
Rather than relying on one expert to know
everything, they tap into the experience of
the people on the front lines.
Any customer can get help by adding
@Twelpforce to their tech-tweet.
You’ll know when we know.
Corporate-level plus expert-owned voice.
1,750,000+ followers to corporate account.
18,500 followers to recipe account.
1,600 followers to the wine account.
3,000 followers to cheese account.
500 followers to St. Louis Galleria account.
Corporate-level social media juggernaut.
Controlled access, open conversation.
My Starbucks Idea actively invites
Launched VIA® with tweets from cross-
country road trip.
Fully integrated into digital presence.
Real people want to connect with real things.
We’re moving away from the anonymous web
(information) to the personal web (authenticity).
Bringing authentic real-world connections online.
A growing importance on identity and authenticity.
Social Media’s Tylenol Moment:
Domino’s vs Boogers
Videos online for 12 hours: 500,000 views
Videos online for 24 hours: 1,000,000 views
Videos online for 48 hours: Domino’s responds
Everyone on your payroll is searchable.
We now have 1440 news cycles in a day.
Yes, even in foodservice.
Use your peace time wisely.
– Dallas Lawrence, Levick Strategic Communications
Melted down. Engaged the public
with admirable digital efforts.
Melting down now. Slow to learn
from GM’s success.
Engaged CEO and CFO in social media conversations.
Shared new car designs with public at an early stage.
Rather than introducing new products through media,
invited 100 Twitterers to take a look.
Engaged vocal and inﬂuential critics directly.
Broke news and PR into 140 character nuggets.
Toyota, take note:
Open candid engagement can win grudging
Need to be engaged prior to crisis to have
Back it up after the crisis with sincerity and
Social engagement can sell your product, even
something as big as a car.
Success is only half in executing your program,
the other half is telling people what you did.
If you want information on how to prepare and
how to respond, we have content for you.
A PDF from Lewis PR.
An entire freakin’ book from Levick Strategic
Doing it is proving it.
Make mistakes on yourself ﬁrst.
USE OUTMODED TECHNOLOGY
TO TALK ABOUT CUTTING-EDGE
Presentations at SMWF were powerpoint, face-to-face.
Most of the audience was simultaneously sharing those
presentations with the planet via social media.
Many were using mobile.
Gowalla and foursquare combine location-based
services with social gaming.
Gowalla has 20,000 check-ins daily.
Foursquare has 1,000,000 check-ins weekly.
Local and mobile are big opportunities for any brick-
and-mortar business, especially foodservice operators.
BE CULTISHLY ENTHUSIASTIC
ABOUT WHAT IS ESSENTIALLY JUST
ANOTHER REASON TO LOOK AT A
A timeline, courtesy of Paul Ollinger
The digital foundation was created
The advertising foundation was created
The marketing foundation will be created
There is genuine enthusiasm and curiosity from
clients and agencies.
Beware of pedestals.