30 Ideas in
30 Minutes
with Kenny Lauer
Vice President, Digital Experience
George P. Johnson
Twitter: @kennyL
Live from New York, it’s…
                            1
                            Listen
                            Act...
Live from New York, it’s…
                                                             1
                                 ...
1
                                                                     Listen
                                            ...
It’s Important to Be Seen

                                                                                2
      “Sawa B...
It’s Important to Be Seen

                                                                                    2
         ...
3
                         Best
                         Asset of
What is your company’s   every

MOST valuable asset?    ...
3
            Best
            Asset of
            every
            company




Customers
                       8	
  
Your customers determine…   3
                            Best
                            Asset of
                      ...
Corporate Control is a Myth

                                           4

Your Brand is not defined by you
Corporate Control is a Myth

                                                              4


“…They [ your customers ] a...
funnel



                     Corporate Control is a Myth

                                                   4

     Cor...
Our old friend “The Funnel”
                                                                5
                            ...
The New Funnel
                 5
                 The Good
                 OL’ Days
The New Funnel
                                                         Virtual Event

                                   ...
Don’t ask a social media expert if you should blog
or tweet, watch and ask your customers first
                          ...
Know your customers

                                                7
                                                Kno...
Know your customers

                                                         7




Jeremiah Owyang, Altimeter Group
IT IS…

    - NOT about the Technology
                                 8
                                 Twitter
       ...
IT IS…

    - NOT about the Technology
                                     8
                                     Twitter...
You Better Be Listening


         If a
                                       9
conversation happens
and you aren’t there...
Everywhere all the time

                          10
Everywhere all the time

                                                     10




http://bit.ly/smslauer10
It’s all about engagement

                            11
Balance: Talking and Talked About

                     Paid
                                    12
                      ...
Where’s Waldo?

                                            13




http://bit.ly/smslauer13
Where’s Waldo?

                 13
Global Trends

                                           14




http://bit.ly/smslauer14
Global Trends

                                            14




http://bit.ly/smslauer14a
15
                                                                                                                       ...
16
                   Quality
                   NOT
                   Quantity
Can I enemy you?
Can I enemy you?           16
                              Quality
                              NOT
                    ...
17

Goodbye websites
hello social places
hello social places
Goodbye Websites

                                                                                        17
    Framework...
18
PRE-EVENT                    DURING EVENT                        POST-EVENT
                                           ...
Think Resources Not Constraints


Get outside the four-walls of the event
                                                ...
Think Resources Not Constraints


Get outside the four-walls of the event
                                                ...
Extend Your Physical Events

                                                  20
Physical Events should have a virtual co...
20
Virtual events don’t
     cannibalize
  physical events.
          They extend it. Get over it.
2 Strategies Events Must Have:       21
                                      Event
•  Hashtag Strategy                   ...
22
      games drive behavior


      right behavior drives
      business goals

  http://bit.ly/smslauer22
Putting the f...
Games address human needs

                                                       23




http://bit.ly/smslauer23
Games address human needs

                              23




                            Rajat Paharia
                ...
  Maximize retweetability [115]!

               Reply: often [75%]!                              24
               DM ...
Don’t Twitter drunk

                                  25


           Sticks and stones
         will break my bones
but ...
Don’t Twitter Drunk

                                                                 25
“You can’t take something
    off...
Don’t Twitter Drunk

                                   25
“What happens in Vegas
   Stays in twitter.”
      — Annonymous
Don’t Twitter Drunk

                                  25
Deleted messages can
 be discoverable in a
      court of law.
 ...
26
                        QR
                        Code
                        Support
                        Social
...
27
Social
Augment
Reality
 
Social Augment Reality

                            27
                            1
Location services: Don’t leave home without it

                                                       28




Remember whe...
Location services: Don’t leave home without it

                                                 28




   http://bit.ly/s...
29
                                                                            Make
                                      ...
It’s all one experience.

                           30
30
                                        Time to
                                        Get Wet.


                    ...
Concepts you should know


      flash Mob            *
     river of news
     social graph
       tag cloud
         clo...
Be Real. Be Responsive. Be Generous. Be a Mensch.
Kenny Lauer
Vice President
Digital Experience                           ...
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30 ideas in 30 minutes with Kenny Lauer of GPJ

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Prepared for the 2010 Social Media Summit at Cisco by Kenny Lauer of GPJ, this idea-crammed presentation weaves in and out of tips to be used immediately, strategies to implement and eye-opening social media nuggets for future thinking. It covers such things as: ways to use social media now, tips and tricks to “step up” your social media efforts, new dimensions on how to think about social media, and discussion about the future of social media.

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30 ideas in 30 minutes with Kenny Lauer of GPJ

  1. 1. 30 Ideas in 30 Minutes with Kenny Lauer Vice President, Digital Experience George P. Johnson Twitter: @kennyL
  2. 2. Live from New York, it’s… 1 Listen Act Win
  3. 3. Live from New York, it’s… 1 Listen Act Win 8.68 on USA TODAY’s Ad meter poll 12 million Viewers SNL
  4. 4. 1 Listen Act Win “…the voice of one person is no longer “statistically insignificant” and that collectively we can improve the world one experience at a time.” –Dave Carroll http://bit.ly/smslauer1
  5. 5. It’s Important to Be Seen 2 “Sawa Bona” [I see you] “Sik Bona” [I am here] Written by Flavio Gikovate –psychoanlyst. Chris M
  6. 6. It’s Important to Be Seen 2 “Sawa Bona” [I see you] “Sometimes you want to go Where everybody knows your name, And they're always glad you came” http://media.80stees.com/images/products/Cheers_Norm-T.jpg
  7. 7. 3 Best Asset of What is your company’s every MOST valuable asset? company 7  
  8. 8. 3 Best Asset of every company Customers 8  
  9. 9. Your customers determine… 3 Best Asset of every company . . . your brand . . . your revenue . . . your future 9  
  10. 10. Corporate Control is a Myth 4 Your Brand is not defined by you
  11. 11. Corporate Control is a Myth 4 “…They [ your customers ] are redefining for themselves that brand you spent millions of dollars, or hundreds of millions of dollars, creating.” -- Groundswell: Winning in a World Transformed by Social Technologies, J. Bernoff and C. Li
  12. 12. funnel Corporate Control is a Myth 4 Corporate Control is a Myth “No, I'm simply saying that life, uh…finds a way”
  13. 13. Our old friend “The Funnel” 5 The Good OL’ Days http://birdahonk.com/domains/birdahonk/files/Rethinking%20The %20Funnel.gif
  14. 14. The New Funnel 5 The Good OL’ Days
  15. 15. The New Funnel Virtual Event 5 FourSquare Forums SMS Podcast Friends The Good Iphone App Viral Mkt OL’ Days Competitor Site Google Virtual Event Blog Widget Video You Tube Yelp Facebook Tweetstream Flickr Picts Know our customers
  16. 16. Don’t ask a social media expert if you should blog or tweet, watch and ask your customers first 6 Don’t Ask Me
  17. 17. Know your customers 7 Know your customers http://bit.ly/smslauer7
  18. 18. Know your customers 7 Jeremiah Owyang, Altimeter Group
  19. 19. IT IS… - NOT about the Technology 8 Twitter + a means to an end is NOT a social media plan
  20. 20. IT IS… - NOT about the Technology 8 Twitter + a means to an end is NOT a social media IT IS… plan - NOT where you do social media + how your going to be social Goal: TO DO MORE BUSINESS
  21. 21. You Better Be Listening If a 9 conversation happens and you aren’t there to hear it, did it happen?  START LISTENING 
  22. 22. Everywhere all the time 10
  23. 23. Everywhere all the time 10 http://bit.ly/smslauer10
  24. 24. It’s all about engagement 11
  25. 25. Balance: Talking and Talked About Paid 12 It’s a Balancing Act
  26. 26. Where’s Waldo? 13 http://bit.ly/smslauer13
  27. 27. Where’s Waldo? 13
  28. 28. Global Trends 14 http://bit.ly/smslauer14
  29. 29. Global Trends 14 http://bit.ly/smslauer14a
  30. 30. 15 1 part chemistry 1 part marketing http://bit.ly/smslauer15   http://www.omginfographics.com/2010/05/social-media-periodic-table-and-periodic-table-of-social-media-marketing-elements/
  31. 31. 16 Quality NOT Quantity Can I enemy you?
  32. 32. Can I enemy you? 16 Quality NOT Quantity • How you interact online • Strength of relationships • Your Reputation
  33. 33. 17 Goodbye websites hello social places hello social places
  34. 34. Goodbye Websites 17 Framework: 8. Seamless integration Evolution of the Social Corporate 7. Social log-in Website triggers sharing 6. Users stay on site with social log-in 5. Aggregate discussion on site 4. Brand integrated in social channels 3. Link away but encourage sharing 2. Link away with no strategy 1. No social integration http://bit.ly/smslauer17a
  35. 35. 18 PRE-EVENT DURING EVENT POST-EVENT Integrate Social 1.  Sent out Social Media 1.  Conversations 1.  Share everything Press release 1.  Twitter 2.  Post video of what was Media 2.  Create or leverage a social 2.  TXT messaging missed into your network 3.  Social Networking 3.  Continue to social 3.  Setup mobile alerts & 2.  Event Capture network events. reminders 1.  Blogs 4.  Follow the 4.  Define social media tags 2.  Live Streaming conversation and take for flickr, twitter etc.. 3.  Post-seminar note (#Cisco08) speaker interviews 5.  Add crowdsourcing to 5.  Make Event widget 4.  Online add or replace post- available to all Communities event surveys 6.  Make available pre-event 5.  Text to screen 6.  Aggregate and videos/podcasts/pictures vote/survey promote content to enroll and engage. 3.  Event Mgmt 7.  Extend to communities 7.  Promote through RSS, 1.  SMS alerts / and social networks Blogs, social bookmarking reminders 8.  Use content to and other social media 2.  Mobile WAP promote next event 8.  Encourage Pre-event posting and sharing of content
  36. 36. Think Resources Not Constraints Get outside the four-walls of the event 19
  37. 37. Think Resources Not Constraints Get outside the four-walls of the event 19
  38. 38. Extend Your Physical Events 20 Physical Events should have a virtual component 1.  Extend content reach 2.  Extend spend 3.  Extend duration
  39. 39. 20 Virtual events don’t cannibalize physical events. They extend it. Get over it.
  40. 40. 2 Strategies Events Must Have: 21 Event •  Hashtag Strategy Must Haves •  Social Media Monitoring Strategy
  41. 41. 22 games drive behavior right behavior drives business goals http://bit.ly/smslauer22 Putting the fun in functional
  42. 42. Games address human needs 23 http://bit.ly/smslauer23
  43. 43. Games address human needs 23 Rajat Paharia Bunchball
  44. 44.   Maximize retweetability [115]!   Reply: often [75%]! 24   DM if it’s a halfalogue! Twitter Tips   Autofollow: Don’t! -or-  Enough about you, what about me!! “Oh No You’re Not!  No company in your profile name !  It’s not SMS [ 4u LOL ]!  Use Bit.ly (forget about the rest)! Twi(er  tutorial:        h(p://bit.ly/smslauer24  
  45. 45. Don’t Twitter drunk 25 Sticks and stones will break my bones but tweets will never hurt me (or posts, or clips, or comments)
  46. 46. Don’t Twitter Drunk 25 “You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.” — Joe Ragan, Newsradio As quoted in “Groundswell” by Charlene Li and Josh Bernoff
  47. 47. Don’t Twitter Drunk 25 “What happens in Vegas Stays in twitter.” — Annonymous
  48. 48. Don’t Twitter Drunk 25 Deleted messages can be discoverable in a court of law. “ouch”
  49. 49. 26 QR Code Support Social Media Buzzzzz-­‐tag.com  
  50. 50. 27 Social Augment Reality
  51. 51.   Social Augment Reality 27 1
  52. 52. Location services: Don’t leave home without it 28 Remember when this was Four Square?
  53. 53. Location services: Don’t leave home without it 28 http://bit.ly/smslauer28 http://bit.ly/smslauer28a
  54. 54. 29 Make Good “Make Me a Viral Campaign” Content Adjective, not a noun —ze frank Copy  of  Seth’s  book  ideavirus:  h(p://bit.ly/smslauer29  
  55. 55. It’s all one experience. 30
  56. 56. 30 Time to Get Wet. Into the Streams we go http://bit.ly/smslauer30 Photo credit: Stream by aspheric.lens
  57. 57. Concepts you should know flash Mob * river of news social graph tag cloud cloud crowdsourcing virtual Goods mashup
  58. 58. Be Real. Be Responsive. Be Generous. Be a Mensch. Kenny Lauer Vice President Digital Experience * George P Johnson @kennyL klauer@gpj.com FOLLOW ME: http://bit.ly/smslauer

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