THE

  10 CLICHÉS
            OF
SOCIAL MEDIA PRESENTATIONS
#1
PRESENT EVERYTHING
AS A NUMBERED LIST
The Truth
There’s a lot to learn, and people are trying
to package it in digestible chunks.

We saw fewer lists at SMWF th...
#2
DEFINE SOCIAL MEDIA BY
    WHAT IT IS NOT
“It’s not social media. It’s marketing.”

               -Paul Ollinger
“If you think of social media as a tool,
     then you are a tool.”
                -Ben Parr
Social media is also not:

Limited to teenagers, egomaniacs, and
celebrities.

A replacement for a marketing plan.

Going ...
The Truth

Social media is:
Facebook, Twitter, YouTube, Blogging, Foursquare, etc.

Anyplace people are conversing online....
#3
   CLAIM TO NOT BE A
  SOCIAL MEDIA GURU,
EVEN IF YOUR BLOG URL IS
 SOCIALMEDIAGURU.NET
The Truth

 The internet is lousy with social media experts.

 White papers abound. Everyone wants to lead.

 So what can ...
The Truth

 We now feel comfortable publishing everything
 to everyone.

 The trend:
     •   A return to local
     •   F...
The Truth




 If you think mobile is big now, just wait.

 2013: 1 billion+ heavy mobile web users.
The Truth

 Ben’s big tips:

     • Latch onto mobile
        - Stay on top of local networks

     • Engagement managemen...
The Truth

 Social media: here’s what people think
The Truth

 Social media: here’s what it is
#4
  PROVE FRACTURED MEDIA
   AND MARKETPLACE VIA
OVERWHELMING IMAGE CLOUD
The Truth

It is a fractured landscape.
But there are clear opportunities right now.

300 million people come to Facebook
...
The Truth




        What percentage of B2B marketers are
        using social media as a marketing tactic?



          ...
The Truth




            Association of National Advertisers, 2009
Despite
   busy
schedules
operators
are better
connected
 than the
 average
   adult
The Truth

“Go where consumers already want to be and
help them do what they already want to do.”
   –Christopher Barger, ...
#5
DON’T SAY CONTEST.

  EVEN THOUGH IT’S
PROBABLY A CONTEST.
The Truth

Nearly every case study we heard at SMWF
involved a contest or promotion.

Upload this. Win that. Personalize o...
#6
 PEPPER LIBERALLY
   WITH CHEESY
BUSINESS-METAPHOR
  STOCK PHOTOS
The Truth

WTF, right?

Brands still need agencies.

But who owns the voice?
The Truth

            Employee owned voice: Twelpforce

            Add tweets of Best Buy workforce to Best
            ...
The Truth


            Corporate-level plus expert-owned voice.

            1,750,000+ followers to corporate account.

...
The Truth

            Corporate-level social media juggernaut.

            Controlled access, open conversation.

      ...
The Truth

Paul Ollinger

Real people want to connect with real things.

We’re moving away from the anonymous web
(informa...
#7
SCARE THE BEJEEZUS
 OUT OF EVERYONE
Social Media’s Tylenol Moment:
Domino’s vs Boogers


                  Videos online for 12 hours: 500,000 views

        ...
The Truth

Everyone on your payroll is searchable.

We now have 1440 news cycles in a day.
Yes, even in foodservice.

Use ...
The Truth


            Melted down. Engaged the public
            with admirable digital efforts.




            Meltin...
The Truth


            Engaged CEO and CFO in social media conversations.

            Shared new car designs with public...
The Truth
            Toyota, take note:
            Open candid engagement can win grudging
            admiration.

    ...
The Truth

If you want information on how to prepare and
how to respond, we have content for you.

A PDF from Lewis PR.

A...
#8
SHAMELESSLY PLUG
 YOUR OWN WORK
7,000+ unique visits
20,000+ page views
250 Twitter followers
Best Digital Direct Response, 2009 DPAC Awards
Twitter feed to home page
Blog customization for 5 chapters
Features Disqus Sharing Tool
300 Facebook Fans
Recipe contest microsite and Twitter feed
3,300+ unique visitors
12,700+ page views
60+ recipe entries
146 Twitter followe...
The Truth

Doing it is proving it.

Make mistakes on yourself first.
#9
USE OUTMODED TECHNOLOGY
TO TALK ABOUT CUTTING-EDGE
        TECHNOLOGY
The Truth

Presentations at SMWF were powerpoint, face-to-face.

Most of the audience was simultaneously sharing those
pre...
The Truth




   Gowalla and foursquare combine location-based
   services with social gaming.

   Gowalla has 20,000 chec...
The Truth
#10
  BE CULTISHLY ENTHUSIASTIC
ABOUT WHAT IS ESSENTIALLY JUST
 ANOTHER REASON TO LOOK AT A
           SCREEN
The Truth

A timeline, courtesy of Paul Ollinger

1994–2000
Technology
The digital foundation was created

2002–2008
Adver...
The Truth


There is genuine enthusiasm and curiosity from
clients and agencies.

Beware of pedestals.

Think.
Thanks
10 Cliches of Social Media Presentations
10 Cliches of Social Media Presentations
10 Cliches of Social Media Presentations
10 Cliches of Social Media Presentations
10 Cliches of Social Media Presentations
10 Cliches of Social Media Presentations
10 Cliches of Social Media Presentations
10 Cliches of Social Media Presentations
10 Cliches of Social Media Presentations
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10 Cliches of Social Media Presentations

  1. 1. THE 10 CLICHÉS OF SOCIAL MEDIA PRESENTATIONS
  2. 2. #1 PRESENT EVERYTHING AS A NUMBERED LIST
  3. 3. The Truth 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 span. Trust not the numbered list. Except this one.
  4. 4. #2 DEFINE SOCIAL MEDIA BY WHAT IT IS NOT
  5. 5. “It’s not social media. It’s marketing.” -Paul Ollinger
  6. 6. “If you think of social media as a tool, then you are a tool.” -Ben Parr
  7. 7. Social media is also not: Limited to teenagers, egomaniacs, and celebrities. A replacement for a marketing plan. Going away.
  8. 8. The Truth 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.
  9. 9. #3 CLAIM TO NOT BE A SOCIAL MEDIA GURU, EVEN IF YOUR BLOG URL IS SOCIALMEDIAGURU.NET
  10. 10. The Truth 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.
  11. 11. The Truth We now feel comfortable publishing everything to everyone. The trend: • A return to local • Foursquare • Twitter geolocation • Yowza (mobile couponing)
  12. 12. The Truth If you think mobile is big now, just wait. 2013: 1 billion+ heavy mobile web users.
  13. 13. The Truth Ben’s big tips: • Latch onto mobile - Stay on top of local networks • Engagement management tools are your friends
  14. 14. The Truth Social media: here’s what people think
  15. 15. The Truth Social media: here’s what it is
  16. 16. #4 PROVE FRACTURED MEDIA AND MARKETPLACE VIA OVERWHELMING IMAGE CLOUD
  17. 17. The Truth It is a fractured landscape. But there are clear opportunities right now. 300 million people come to Facebook every month. 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.
  18. 18. The Truth What percentage of B2B marketers are using social media as a marketing tactic? 57%
  19. 19. The Truth Association of National Advertisers, 2009
  20. 20. Despite busy schedules operators are better connected than the average adult
  21. 21. The Truth “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 Marketing, Coca-Cola
  22. 22. #5 DON’T SAY CONTEST. EVEN THOUGH IT’S PROBABLY A CONTEST.
  23. 23. The Truth 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.
  24. 24. #6 PEPPER LIBERALLY WITH CHEESY BUSINESS-METAPHOR STOCK PHOTOS
  25. 25. The Truth WTF, right? Brands still need agencies. But who owns the voice?
  26. 26. The Truth 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.
  27. 27. The Truth 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.
  28. 28. The Truth Corporate-level social media juggernaut. Controlled access, open conversation. My Starbucks Idea actively invites conversations. Launched VIA® with tweets from cross- country road trip. Fully integrated into digital presence.
  29. 29. The Truth Paul Ollinger 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.
  30. 30. #7 SCARE THE BEJEEZUS OUT OF EVERYONE
  31. 31. 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
  32. 32. The Truth 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
  33. 33. The Truth Melted down. Engaged the public with admirable digital efforts. Melting down now. Slow to learn from GM’s success.
  34. 34. The Truth 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.
  35. 35. The Truth Toyota, take note: Open candid engagement can win grudging admiration. Need to be engaged prior to crisis to have earned credibility. Back it up after the crisis with sincerity and action. 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.
  36. 36. The Truth 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 Communications.
  37. 37. #8 SHAMELESSLY PLUG YOUR OWN WORK
  38. 38. 7,000+ unique visits 20,000+ page views 250 Twitter followers Best Digital Direct Response, 2009 DPAC Awards
  39. 39. Twitter feed to home page Blog customization for 5 chapters Features Disqus Sharing Tool 300 Facebook Fans
  40. 40. Recipe contest microsite and Twitter feed 3,300+ unique visitors 12,700+ page views 60+ recipe entries 146 Twitter followers
  41. 41. The Truth Doing it is proving it. Make mistakes on yourself first.
  42. 42. #9 USE OUTMODED TECHNOLOGY TO TALK ABOUT CUTTING-EDGE TECHNOLOGY
  43. 43. The Truth 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.
  44. 44. The Truth 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.
  45. 45. The Truth
  46. 46. #10 BE CULTISHLY ENTHUSIASTIC ABOUT WHAT IS ESSENTIALLY JUST ANOTHER REASON TO LOOK AT A SCREEN
  47. 47. The Truth A timeline, courtesy of Paul Ollinger 1994–2000 Technology The digital foundation was created 2002–2008 Advertising The advertising foundation was created 2010–? Marketing The marketing foundation will be created
  48. 48. The Truth There is genuine enthusiasm and curiosity from clients and agencies. Beware of pedestals. Think.
  49. 49. Thanks

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