This document outlines four hard truths and one solution for a CEO's guide to social media. The four truths are: 1) Social media represents a fundamental shift in communication that businesses must adapt to; 2) Social media is not free and should be scrutinized like any other expenditure; 3) Advertising is easier on social media but less effective today; and 4) Social media amplifies messages, so businesses must plan accordingly. The one solution is to focus on strategies that are most likely to work, rather than everything with potential. The document emphasizes having an integrated social media strategy that is part of an overall marketing strategy.

1. FOUR HARD TRUTHS
(AND ONE SOLUTION):
A CEO’S GUIDE
TO SOCIAL MEDIA
PRESENTED BY ANTHONY JULIANO

2. WHY SOCIAL MEDIA
MATTERS

3. SOCIAL MEDIA IS
PEOPLE HAVING
CONVERSATIONS
ONLINE…

4. …BUT IT ALSO REPRESENTS A
FUNDAMENTAL SHIFT
IN HOW WE COMMUNICATE

5. WHAT MARKETING
COMMUNICATIONS
USED TO
LOOK LIKE

6. AUDIENCE

7. WHAT MARKETING
COMMUNICATIONS LOOKS LIKE
TODAY

8. AUDIENCE

9. PEOPLE DON’T
WANT TO BE
MARKETED TO…

10. THEY DO, HOWEVER,
WANT ANSWERS

11. BUT THEIR PREFERRED
SOURCE OF ANSWERS IS
THEIR PEERS

12. BUT THAT HASN’T
ALWAYS BEEN EASY

13. • Internet = less revolutionary than we
thought
MASS ADOPTION OF
THE INTERNET WAS
JUST THE START

14. • Easy today (group of people in a circle
w/phones)
TODAY, WE CAN SHARE
WITH THE WORLD

15. “CONSUMERS HAVE MORE DIRECT, DAILY CONTACT
WITH OTHER CONSUMERS THAN HAS EVER BEEN
POSSIBLE IN THE HISTORY OF THE PLANET. MORE
CONTACT MEANS MORE SHARING OF INFORMATION…
IN SHORT, MORE WORD OF MOUTH.”

16. SOCIAL MEDIA IS CHANGING
ORGANIZATIONS

17. “THE CLOSER YOU GET TO THE FRONT, THE MORE POWER
YOU HAVE OVER THE BRAND. ONE ERRANT MINIMUM-
WAGE COG IN THE MACHINE CAN CRIPPLE AN ENTIRE
BRAND, OR AT THE VERY LEAST, WRECK THE LIFETIME
VALUE OF A CUSTOMER.”

18. “FROM A BUSINESS MODEL AND LEADERSHIP
PERSPECTIVE, WE'RE SEEING A MASSIVE SHIFT FROM
MANAGEMENT BY COMMAND-AND-CONTROL TO
MANAGEMENT BY COLLABORATION AND
TEAMWORK…THIS SHIFT IS AS REVOLUTIONARY
AS THE ASSEMBLY LINE.”

19. SO, WHAT DOES
THIS MEAN FOR YOU?

21. SOCIAL MEDIA IS
NOT FREE
IT’S EASY TO GET
DISTRACTED
ADVERTISING IS
EASIER
SOCIAL MEDIA IS AN
AMPLIFIER

23. EVERY MINUTE SPENT ON SOCIAL
MEDIA IS A MINUTE TAKEN AWAY
FROM EVERYTHING ELSE

24. ORGANIC REACH ON
Sales
6%

26. WHAT MUST YOU HAVE
IN ORDER TO SUCCESSFULLY
ADVERTISE?

27. MONEY
A MESSAGE
A WILLING MEDIUM

28. WHAT MUST YOU HAVE
IN ORDER TO USE SOCIAL MEDIA
SUCCESSFULLY?
PERMISSION

30. • amplifier
WHAT DOES AN
AMPLIFIER DO?

33. OWNED/NICHE CONSUMER OPINION LIVE STREAMING VIDEO

34. “POTENTIAL” IS
THE ENEMY
OF “LIKELY”

35. THE BIGGEST MISSING PIECE IN MOST
SOCIAL MEDIA STRATEGIES:

36. NEARLY EVERYONE CAN
DO THISBUT FEW PEOPLE ACTUALLY

37. THINK BEYOND
SOCIAL MEDIA

38. WHY EMAIL (STILL) MATTERS
EMAIL OPEN RATE VS. ORGANIC REACH
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Email Facebook Twitter

39. WHY EMAIL (STILL) MATTERS
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
MARKETERS WHO RATE ROI AS “GOOD” OR “VERY GOOD”

41. THE THREE PHASES
OF MARKETING

42. PLANNING EXECUTION
ASSESSMENT

43. WHAT USUALLY GETS
THE MOST ATTENTION?

44. PLANNING EXECUTION
ASSESSMENT

45. MARKETING STRATEGY
SOCIAL MEDIA
STRATEGY
PLATFORM
STRATEGY (E.G.
FACEBOOK
STRATEGY)

46. A DISEASE UNIQUE TO
THE SOCIAL MEDIA
ENVIRONMENT:

47. 3 QUESTIONS THAT
PRECEDE PLATFORMS—
AND THAT SERVE AS THE
FOUNDATION OF YOUR STRATEGY:

48. WHAT’S YOUR
GOAL?

49. WHO’S YOUR
AUDIENCE?

51. SIGNIFICANT VARIANCE, MEN VS. WOMEN

52. WHAT
RESOURCES
DO YOU HAVE?

54. FOUR HARD TRUTHS (AND ONE SOLUTION):
A CEO’S GUIDE TO SOCIAL MEDIA
 SOCIAL MEDIA REPRESENTS A FUNDAMENTAL SHIFT IN HOW WE COMMUNICATE—
AND EVERY BUSINESS MUST ADAPT
 SOCIAL MEDIA IS NOT FREE—SCRUTINIZE IT LIKE ANY OTHER EXPENDITURE
 ADVERTISING IS EASIER—BUT LESS EFFECTIVE IN TODAY’S ENVIRONMENT
 SOCIAL MEDIA IS AN AMPLIFIER. THE TRUTH WILL COME OUT ON SOCIAL MEDIA,
SO PLAN ACCORDINGLY
 FOCUS ON WHAT’S MOST LIKELY TO WORK—NOT EVERYTHING THAT HAS POTENTIAL
 HAVE A STRATEGY—AND INTEGRATE IT WITH THE REST OF YOUR MARKETING STRATEGY

56. THANKS!
ANTHONYJ@ASHERAGENCY.COM
(260) 615.3426
IF YOU ENJOYED THIS PRESENTATION, PLEASE CONNECT WITH ME ON