The document discusses social media strategy and its importance for businesses. It defines social media as user-generated content shared on various platforms like blogs, photos, videos, reviews, and social networks. It notes that nearly 600 million people use Facebook and over 13 hours of video are uploaded to YouTube every minute. The document urges businesses to engage in social media to build relationships with customers, be part of industry conversations, and expand their marketing reach. It warns that reputation takes years to repair if damaged and advises businesses to avoid crises by being proactive media.

1. Making Sense
Of Social Media
Strategy Matters
Bryan Huber, Chief Interactive Officer

2. About Bryan
Bryan Huber
Chief Interactive Officer
Quick facts:
‣ Involved in the internet before
Al Gore invented it
‣ Built first corporate website in 1996
‣ On LinkedIn since 2003
‣ Joined Paul Werth Associates in 2010
©2010 Paul Werth Associates | Builder’s Exchange

3. So, What Is
Social Media?

4. What is Social Media?
User Generated
Content
©2010 Paul Werth Associates | Builder’s Exchange

5. What is Social Media?
It’s not a new phenomenon
It’s been around
for over 20 years!
©2010 Paul Werth Associates | Builder’s Exchange

6. What is Social Media?
Ways for users to generate content
Photo Video
Blogs
Sharing Sharing
Social
Podcasts Ratings Wikis
Networking
Micro Message
Comments
Blogs Boards
©2010 Paul Werth Associates | Builder’s Exchange

7. What is Social Media?
More And More Content
Is Being Created
On Mobile Devices
©2010 Paul Werth Associates | Builder’s Exchange

8. So, What Is
Social Networking?

9. What is Social Networking?
Tools That Allow
Users To Connect And
Build Relationships
©2010 Paul Werth Associates | Builder’s Exchange

10. What is Social Networking?
Tools for users to connect
Facebook Twitter YouTube
Flickr LinkedIn FourSquare UStream
Last.fm ShareThis MySpace
There are many, many more…
©2010 Paul Werth Associates | Builder’s Exchange

11. Why Is It important?
Almost 600 Million
Facebook Users
©2010 Paul Werth Associates | Builder’s Exchange

12. Why Is It important?
Over 4 Billion
Photos on Flickr
©2010 Paul Werth Associates | Builder’s Exchange

13. Why Is It important?
13 Hours Of Video
Uploaded Per Minute
On YouTube
©2010 Paul Werth Associates | Builder’s Exchange

14. Why Is It important?
Over 13 Million
Articles on Wikipedia
©2010 Paul Werth Associates | Builder’s Exchange

15. Why Is It important?
Over 300
Check-ins Per Second
On Foursquare
©2010 Paul Werth Associates | Builder’s Exchange

16. Why Should You Care?

17. Why should you care?
Allows you to
build relationships
with customers.
©2010 Paul Werth Associates | Builder’s Exchange

18. Why should you care?
Allows you to be part of a
consistent conversation.
©2010 Paul Werth Associates | Builder’s Exchange

19. Why should you care?
A conversation which
includes your industry,
your company,
your competitors,
and your customers.
©2010 Paul Werth Associates | Builder’s Exchange

20. Why should you care?
Companies can:
‣ Connect
‣ Listen
‣ Contribute
‣ Respond
‣ Measure
©2010 Paul Werth Associates | Builder’s Exchange

21. Why Is Social Media
Important To Your
Marketing Mix?

22. Part of Your Marketing Mix
Social Media...One Part of
Your Marketing Effort
‣ Additional channels to expand your reach.
‣ Strategy reigns!
‣ Create and share compelling content.
‣ Stay disciplined, engaged and motivated.
©2010 Paul Werth Associates | Builder’s Exchange

23. Avoiding Social
Media Crisis

24. Avoiding Social Media Crisis
Reputation is....
The sacred trust between a
company and its customers.
It takes 3-10 years to repair
once damage is inflicted.
©2010 Paul Werth Associates | Builder’s Exchange

25. Avoiding Social Media Crisis
Social Media
+ Reputation
The Great
Unknown!
©2010 Paul Werth Associates | Builder’s Exchange

26. Avoiding Social Media Crisis
What’s Changed?
‣ People find comfort in information,
regardless of quality, a trait enhanced
in 24/7 news cycle.
‣ Journalists, bloggers find sources while
you’re writing the news release.
‣ Social media impacts the perception
of your organization whether or not
you are involved and aware.
‣ Now you have more opportunities to
engage reporters and stakeholders –
and to BE the media.
©2010 Paul Werth Associates | Builder’s Exchange

27. Avoiding Social Media Crisis
Be the Media!
‣ Paid
‣ Earned
‣ Owned (web)
‣ Shared (social)
©2010 Paul Werth Associates | Builder’s Exchange

28. Building Your Community

29. Building Your Community
How to Manage Your Time?
‣ Discipline
‣ Create an editorial calendar.
‣ Use dashboards and management tools.
This is how to
‣ Engagement compete with
‣ Build relationships and activate your voice. the big guys!
‣ Enhance your reputation.
‣ Motivation
‣ Don’t go it alone.
©2010 Paul Werth Associates | Builder’s Exchange

30. Building Your Community
Build Compelling Content
‣ Do your homework.
‣ What do your customers care about?
‣ Test ideas before you campaign.
‣ Don’t ignore the potential of social media for
free polling.
‣ Keep it brief.
‣ And use images, video and audio to tell your story.
©2010 Paul Werth Associates | Builder’s Exchange

31. Questions?
©2010 Paul Werth Associates | Builder’s Exchange

32. Connect With Me
in/bryanhuber @bryanhuber
in/paulwerthassociates @paulwerth
paulwerth.com
©2010 Paul Werth Associates | Builder’s Exchange

33. Thank You