The document discusses how brands need to manage their vulnerability on social media as customer consumption shifts to new digital platforms. It emphasizes that marketers must research emerging technologies, develop a social media strategy that integrates with all customer touchpoints, and actively participate in social media by continually monitoring conversations and addressing issues that arise in order to effectively engage customers in online communities.

2. BRAND VULNERABILITY TO SOCIAL MEDIA AND HOW WE MANAGE IT.

3. THE FLINT GROUP HatlingFlint (St. Cloud) WestmorelandFlint (Duluth) Flint Interactive (Duluth) Flint Communications (Fargo) SimmonsFlint (Grand Forks) AadlandFlint (Anchorage) AdFarm (Agribusiness Marketing: Calgary, Alberta; Guelph, Ontario; Kansas City; Fargo) Media Productions (A/V + Events: Fargo) Praxis Strategy Group (Economic Development: Grand Forks)

4. New Consumption Models WORK Virtual Office WiFi Connected Anywhere OOH / RETAIL Digital Billboards RFID HDTV Blu-Ray DVR Gaming IPTV Virtual Worlds Social Software Online Video Podcasting User-Generated Content RFID Blogging Office Wikis RSS WiFi/connectivity Personalization Interactive Kiosks MOBILE / AUTO 3G/4G Mobile Devices GPS Mobile Video WiFi Text Messaging HOME

5. THE DIGITAL EXPERIENCE IS EVOLVING

6. YOUR COMPANY WEBSITE

7. SMS Campaign Mobile Content Downloadable Apps Ringtones/Wallpaper WAP Ads Search Engine Optimization Kiosks Branded Utilities/Widgets RSS WEBSITES ONLINE MEDIA SOCIAL MOBILE AV Microsites Online Training Systems Search Engine Marketing DATABASE DEVLOPMENT Flash-Rich Applications YOUR COMPANY WEBSITE Tagging Twitter Wikis Ratings & Reviews Social Search Engines Social News/Bookmarking BLOGS/Vlogs Standard Banners Rich Media Integrated Placement Targeted Streaming Video Streaming Audio Podcasts Pre-Roll Online Video

8. YOUR CUSTOMERS ARE USING THIS STUFF!

15. Community Search Citysearch.com Nextstop.com Yelp.com Merchantcircle.com Urbanspoon.com MORE!!

16. Why should you care? These are your consumers and this is where they are spending their time. You need to talk to them (and listen) where they are, not where you want them to be.

17. It’s cool It’s the “new” thing It’s the “future” We “need to be in it” Digital is not important because: It is important because…

18. It’s how we are consuming media. Source: Ball State University Center for Media Design

19. Source: Arbitron/Edison Media Research and comScore

20. These emerging behaviors pose a new challenge to today’s marketer. Marketers don’t understand channels where they have to talk and listen at the same time. Marketers idea of 2-way communication is an 800 number or a web address, then wait to take orders!

21. What do you do in the new social media world?

23. What is social media? The technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media itself.

24. What social media is not. A fad, a passing phase, trendy. Humans are social creatures. Don’t be surprised by adoption. Technology has allowed us to act on our social instincts. It is NOT going away anytime soon!

25. Social News/ Bookmarking Social Media Chat Rooms Message Boards Blogs/ Video Blogs Widgets Social Networks Content Sharing Social Search Engines Podcast/ Vcast Ratings & Reviews

27. Social media is for the young…. Club Penguin (4 million 8-14 year old visitors/month) kept a child, who was in the hospital for five months, connected with his then-distant friends.

28. And the old…. YouTube broadcaster, 79-year-old Peter Oakley known as Geriatric1927 , made his debut in August 2006 with a video series called ‘Telling It All’. His videos have been seen over five million times

29. Now What?

30. How to get involved. The Four Step Process Research and Learn Develop a Strategy Let Go (and embrace the change) Participate

31. Research and Learn.

32. Free Listening Tools.

33. Free Listening Tools.

34. Free Listening Tools. Blogsearch.google.com Tweetbeep.com Google.com/alerts Boardreader.com Backtype.com

35. Advanced Listening.

36. Comments on YOUR site Do you have a public comments or feedback section on your site? You do now! Google.com/sidewiki Brand vulnerability on a new scale

37. Continually Monitor Social Media Know what is being said all the time DAILY (or more often), not monthly Identify potential issues quickly Address these issues with the consumer Identify the top online influencers and reach out to them

38. Develop a strategy.

39. What is a social media strategy? Reflective of your corporate purpose Integrates with all customer touch points Establishes protocols to follow Identifies points of measurement Allocates appropriate resources Defines appropriate timelines

40. As practical and important as your business or marketing strategy planning! Similar processes to planning. So why separate? The significant cross-over among functions require a different perspective.

41. What is a social media strategy?

42. Social media strategy planning What’s the point? What is your relationship with the audience? How does the audience use social media?

43. Social media strategy planning What is your differentiation? How will you be human? Metrics to measure success?

44. Embrace change and PARTICIPATE.

47. IN SUMMARY

48. The New Media Strategy Monitoring is not a monthly thing, it has to be done daily (if not more often) Strategy first, tactics second Know how you are going to address different types of conversations before they happen, and who is going to address them Social media is not free, it takes time to monitor and engage. Before you jump in, make sure you are ready for the commitment.

49. Interesting case study: convinceandconvert.com (search for us speedskating) http://www.youtube.com/usspeedskating http://www.facebook.com/USSpeedskating http://twitter.com/USSpeedskating www.Colbertnation.com www.techrigy.com (social media monitoring tool)