PRSA Maryland November 19, 2009

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10 questions to ask when developing a social media strategy.

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  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • PRSA Maryland November 19, 2009

    1. 1. 1 Clothing the Emperor 10 Questions to Ask When Developing A Social www.idfive.com Strategy 225 e. redwood street baltimore, md 21202 410.837.5555 Media
    2. 2. 2 Marshal McLuhan “The medium is the message.” Media: a technology that affects society not by its content but by its characteristics. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    3. 3. 3 no “content”... ...but has social effect 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    4. 4. 4 “media” Sender information or data Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    5. 5. 4 “mass media” Receiver or data tion rma info Sender information or data Receiver info rma tion or d ata Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    6. 6. 5 social: the interaction of humans with other humans media: technology used to store and deliver information or data 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    7. 7. 6 social media Participant or data n atio in form Participant information or data Participant infor mati on o r dat a Participant 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    8. 8. 7 Social Media: technologies that facilitate interactions between humans using information or data. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    9. 9. 8 Social Media: technologies that facilitate conversations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    10. 10. 9 What are you trying to accomplish? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    11. 11. 10 Success Metrics ๏ Traffic ๏ Leads ๏ Conversions ๏ Engagement ๏ Awareness ๏ Being cool 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    12. 12. 11 ROI = Success Metric / Money Spent 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    13. 13. 12 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    14. 14. 12 $5,000 spent =$5/click 1,000 clicks 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    15. 15. 12 $5,000 spent =$5/click 1,000 clicks 1,000 clicks =10% conversion to leads =$50/lead 100 emails 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    16. 16. 12 $5,000 spent =$5/click 1,000 clicks 1,000 clicks =10% conversion to leads =$50/lead 100 emails 100 emails =5% conversion to sales =$1,000/sale 5 purchases 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    17. 17. 12 $5,000 spent =$5/click 1,000 clicks 1,000 clicks =10% conversion to leads =$50/lead 100 emails 100 emails =5% conversion to sales =$1,000/sale 5 purchases ROI= $1,000/sale 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    18. 18. 13 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    19. 19. 13 Hope is not a strategy. Rick Page 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    20. 20. 14 Why Social Media? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    21. 21. 15 A (somewhat incomplete) Timeline of Social Media not to scale USENET 1979 listserv Napster flickr 1986 1999 2004 pneumatic post 1865 SecondLife 2003 postal service Persia, 550BC The Palace radio ARPANET Wikipedia 1994 twitter 1891 1969 2001 The WELL Facebook 2006 1985 Friendster 2003 2002 @ MySpace YouTube email Third Voice 2003 2005 1966 BBS IRC 1999 1978 1988 telephone del.icio.us ~1890 2003 telegraph France, 1792 MUD1 Blogger 1978 1999 CompuServe MoveOn 1969 1998 digg epinions 2004 1999 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    22. 22. 16 Why? ๏ Where’s your audience? ๏ Do you want to build stronger relationships? ๏ Do you just want to be on the bandwagon? ๏ Do we fill a niche that’s not filled anywhere else? ๏ Do you do something better? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    23. 23. 17 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    24. 24. 18 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    25. 25. 19 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    26. 26. 20 What kind of social media will best help you achieve your goals? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    27. 27. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    28. 28. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    29. 29. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    30. 30. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    31. 31. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    32. 32. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    33. 33. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    34. 34. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    35. 35. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    36. 36. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    37. 37. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    38. 38. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    39. 39. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    40. 40. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    41. 41. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    42. 42. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    43. 43. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    44. 44. Are you prepared to give up control of your 22 brand...even a little bit? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    45. 45. 23 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    46. 46. 24 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    47. 47. 24 Company brand Customers 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    48. 48. 25 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    49. 49. 25 Brands are collaborations. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    50. 50. 26 How do you plan to get people to visit? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    51. 51. 27 Not very likely 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    52. 52. 28 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    53. 53. 29 Who is going to be responsible for maintaining your social media presence? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    54. 54. 30 Roadkill painting syndrome 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    55. 55. 31 Tips on staffing ๏ Make it part of the job description ๏ Provide clear evaluation criteria ๏ Expect autonomy ๏ Recognize the new workload ๏ Integrate with communications: it’s not a technical position 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    56. 56. 32 Do you have the resources? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    57. 57. 33 Costs ๏ Content creation on a regular basis ๏ Setting up site ๏ Monitoring ๏ Reporting ๏ Opportunity cost ๏ Production 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    58. 58. 34 How does social media fit into a larger marketing/communications strategy? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    59. 59. 35 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    60. 60. 36 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    61. 61. 37 What constitutes success? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    62. 62. 38 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    63. 63. 39 What are you going to do less of if you commit resources to social media? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    64. 64. 40 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    65. 65. 41 Let’s talk! sean.carton@idfive.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com

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