Thanks to Jess Manocchio, I’ve been re-invited to speak at PRSA Buffalo, kicking off their Sunrise Seminar series on social media. While my previous talk in February focused on listening in social media (Part 1 & Part 2), this time I’ll be bringing folks on a journey through how social media strategies are created. Along the way, I’ll recommend the use of conversation filtering and analysis tools such as cotweet and JamiQ. I’ll update this post after the talk. Meanwhile, you should be able to follow along 8am EST today (Aug 5th) via twitter #PRSAtalk.

1. social
media
strategy
instead of
with
tools
Kevin Lim
cyberculturalist
PRSA 5th Aug 2009

2. If you are
on twitter
share your
thoughts
#PRSAtalk

3. the bad news.

4. good
the bad news.

5. BW Online. July 19, 2004. “The Vanishing Mass Market”

6. http://www.creators.com/comics/speed-bump/28803.html

7. http://manuforti.wordpress.com/2009/03/08/newspaper-death-watch/

8. GDP vs. Ad Spending
Source: Veronis Suhler Stevenson; Boston Consulting Group analysis (July 2009)

9. 5, 2 009)
ecka rt (July 1
Steven L
edia Diet” by
ur M
“Ba lance Yo

10. “Reputation Statement of Account" by Jason Tester (2004)

11. We live in a world where
the gatekeepers
are losing control.
Gary Vaynerchuk
winelibrary.tv

12. Spin may work in
traditional media, but
the Internet
has a built in
B.S. detector.
Chris Pirillo
tech celebrity

13. People relate to people
not companies.
Tony Hsieh
Zappos CEO

14. When reality is labeled
unthinkable, it creates a
sickness in an industry...
Clay Shirky
technologist

15. Leadership becomes
faith based.
Clay Shirky
technologist

16. thinking the
unthinkable

17. this is an opportunity
to start over.

18. But
we often
begin
like this...

19. Should I be using
Youtube
Twitter or
Facebook...

20. we turn to
the tools

21. See newer version by Brian Solis & JESS3 at theconversationprism.com

22. Rossiter, J. R., & Danaher, P. J. (1998). Advanced media planning. Boston: Kluwer Academic.

23. instead of
taking a
leap of
faith

24. we need
to think
strategy
instead of
tools

25. Groundswell: Winning in a World Transformed by Social Technologies (2008)

26. Social Technographics Ladder from Groundswell, Forrester Research, 2008

27. Recruit others to donate
ADVOCATE Create a group
Host an event
Post pictures/videos
SOCIAL Write a blog post
Join a group
Create a profile
PERSONAL Post a comment
Make a donation
Sign up for e-mail/SMS
Friend on social networks
“Barack Obama’s Social Media Toolkit” by Monte Lutz (Feb 2009)
http://www.slideshare.net/montelutz/social-pulpit-barack-obamas-social-media-toolkit

28. Amy Jo Kim’s Community Building on the Web (Peachpit, 2000)

29. Groundswell: Winning in a World Transformed by Social Technologies (2008)

30. USA Today, July 24, 2009

31. USA Today, July 24, 2009

32. USA Today, July 24, 2009

33. Mike Arauz’s Spectrum of Online Friendship (April 2009)
http://www.slideshare.net/mikearauz/spectrum-of-online-friendship

34. Designing for the Social Web: The Usage Lifecycle
http://bokardo.com/archives/designing-for-the-social-web-the-book/

35. so what’s a good
strategy

36. campaigns
so similar
so different

39. three words
transparency
novelty
risky

40. The good news is
there is freedom of
speech and the bad
news is there is
freedom of speech
Robert Passikoff
Brand Keys President
“Skittles Pulls Twitter Campaign” by Laurie Sullivan, March 4, 2009

43. three words
competitive
controlled
exclusive

44. long term brand strategy

45. long term brand strategy

46. customer support

47. tactical strategies
fortwitter

48. brand awareness

49. “Squarespace: Give an iPhone, Get Awareness”
http://www.thehumanisticstrategist.com/articles/2009/6/12/squarespace-give-an-iphone-get-awareness.html

50. rewarding fans

51. rewarding fans

52. rewarding fans

53. new sales channel

54. new sales channel

55. integrating social media

56. integrating social media

57. social
media
is 24/7

58. humans
can’t scale

59. Kathy Sierra, Is Twitter TOO good? (16 March, 2007)
http://headrush.typepad.com/creating_passionate_users/2007/03/is_twitter_too_.html

60. Cathy, 4th August 2009

61. Despair Inc's Social Media Venn Diagram

62. search.twitter.com

63. tweetgrid.com

64. tweetdeck desktop app

65. reader.google.com

66. information
overload has
always existed

67. true problem
filter failure
Clay Shirky
technologist

68. filtering
tools I use

70. multiple accounts
multiple users
keyword monitoring
on duty notifications
tweet assignments
conversation threading
rich profiles
click tracking
tweet scheduling
multi account posting
message archive
cotweet.com

72. Buzz Trending
Sentiment Detection
Influence Scoring
Market Segmentation
Site Ranking
Media Segmentation
JamiQ

73. demo

74. Questions

75. How often should we
communicate with our
supporters through
Twitter and Facebook?

76. Who in my small shop
should manage our
social networking
accounts? Volunteer?

77. What should my
organization's
Facebook fan page
really look like?

78. Do you see social web
being over-populated
with cause related
marketing?

79. Will I "turn off"
traditional donors
with all this hype
about social media?

80. How do I overcome a
bad remark about our
organization through
the social web?

81. Jeffery Gitomer’s Little Black Book of Connections (2006)

82. Thank You
Let’s chat...
@brainopera
theory.isthereason.com