My second time presenting to Running USA.

1. Social Media Today
Meeting Challenging Times
Running USA
February 2, 2010
Photo: flickr.com/josiahmackenzie

2. It’s been a year.
What’s new?
2

3. 3

4. Quantified
Runner Usage
4

5. 5

6. Was 13%
Was 19%
Was 52%
6

7. Mobile Social Media
7

8. What can you do with a mobile device?
• Make phone calls
• Text
• Email
• Takephotos
• Record video & audio
8

9. What can you do with a mobile device?
• Make phone calls
• Text
• Email
• Take photos
• Record video & audio
• Access the Internet
• Download apps
• Tell your location
9

10. • 235 million US
subscribers
• 68 million mobile
internet users
• 21 million mobile
social network
users
10

11. • Take photos
• Capture video
• Share photos and
video
• Access social
networks/blogs
11

12. Geolocation
12

13. “Geolocation is the identification
of the real-world geographic
location of an Internet-
connected computer, mobile
device, website visitor or other.”
-Wikipedia
13

14. “Simply put, location changes everything.
This one input—our coordinates—has the
potential to change all the outputs. Where
we shop, who we talk to, what we read,
what we search for, where we go—they all
change once we merge location and the Web.”
—Mathew Honan, contributing editor, Wired,
January 19, 2009
14

15. Foursquare
• Part friend-finder, social city-
guide and game
• iPhone, Android, Palm Pre, SMS,
Web, mobile web (BlackBerry
app in beta)
• Google Maps, nearby tweets,
tips, to-do’s
• Mayorships
• Badges 15

16. Yelp
• More social-network-like (user
profiles)
• 1.25 million iPhone app users
• Rewards, leader board,
incentives
• Augmented reality
functionality (Monocle)
16

17. 17

18. Platform Explosion!
18

19. 19

20. What hasn’t changed?
20

21. Conversations that build mutually
beneficial relationships between
companies and stakeholders.
21

22. Markets are relationships.
Relationships depend on conversations.
Conversations are fire.
Social media is arson.
22

23. Social Media Reinforcing Goals
Engagement
Evangelism Endorsement
23

24. 4 Principles
24

25. THEM, NOT US
The best advertising is not us talking about
us. It’s other people talking about us. Make
conversations about the consumer first.
25

27. BE WHERE
CONSUMERS ARE
Find your evangelists. Know where your
target consumers congregate and converse.
Contribute to those communities and
conversations first.
27

28. 28

29. 29

30. SHOW SIGNS OF LIFE
Integrate and promote social content
throughout your digital presence.
30

31. People!
31

32. ACTION TRUMPS
EYEBALLS
Aim for engagement, endorsement and
evangelism. Design for action and
interaction. Think hearts and minds, not
just eyeballs.
32

33. 33

34. 34

35. 35

36. 36

37. 3 Step
Social Media
Strategy
37

38. Listen & Learn
Plan
Engage
38

39. Listen & Learn
Plan
Engage
39

40. Spark Social Media Monitoring, Analysis & Metrics
6.4.2009
40
©SPIRAL 16 LLC

41. Listen & Learn
Plan
Engage
41

42. Integrate
42

43. Channel Definition Examples
Paid search
Pay to leverage the
Paid Advertising
channel
Sponsorships
Web site
Brand controls majority
Owned Microsites
of content
Facebook & Twitter
Blogger outreach
Earned Fans are the channel Seeding programs
Forum participation
43

44. Set Objectives,
Strategies and
Measurement
44

45. Source: Forrester 45

46. Source: Forrester
46

47. Source: Forrester 47

48. Listen & Learn
Plan
Engage
48

49. TALKING
49

50. 50

51. 51

52. ENERGIZING
52

53. Lee Fit Ambassadors
• Identified 28 bloggers based on 3 criteria:
• Content: Was the blogger writing about
fashion for everyday women?
• Engagement: How do her readers
respond? Did she acquire multiple
comments each time she posted?
• Influence: Did she have solid site traffic?
What was their Technorati Authority and
Rank?
53

54. Response “What an amazing
1.
2.
Momma’s Review www.mommasreview.com
A Mommy Story www.amommystoryreviews.blogspot.com
opportunity, I
3.
4.
Intricate Art www.intricateart.com
Posh Glam www.poshglam.com
appreciate the offer -
5.
6.
Cool Moms Rule www.coolmomsrule.blogspot.com
Your Style Star www.yourstylestar.com
and accept!”
7. All American Mommy www.allamericanmommy.blogspot.com
8. Domestic Chicky www.domestic-chicky.com
“WOW! you aren't kidding
9. Karla’s Krazy Life www.karlaskrazylife.blogspot.com
10. Workout Mommy www.workoutmommy.com
- what an awesome
11. Mommy Goggles www.mommygoggles.com
12. Mom’s Favorite Stuff www.momsfavoritestuff.com
thing! I definitely want to
13. Savvy Housewife www.savvyhousewife.com
14. Mamanista www.mamanista.com
be a part of this.”
15. Therapeutic Reviews and Giveaways www.themomreviews.com
16. The Domestic Diva www.thedomesticdiva.org
17. Blissfully Domestic www.blissfullydomestic.com
18. Mommin’ it Up www.momminitup.com
19. Motherhood Uncensored www.motherhooduncensored.typepad.com
20. Sarcastic Mom www.sarcasticmom.com
54

55. 55

56. Blog with integrity
56

57. SUPPORTING
57

58. 58

59. EMBRACING
59

60. 60

61. 61

62. Thank you.
jrisley@barkleyus.com
risleyranch.blogs.com
Twitter: risleyranch
Photo: flickr.com/josiahmackenzie