This document provides an overview of social media best practices and trends based on presentations and case studies. It discusses how companies can effectively engage audiences through social networking, blogs, videos and more. Key points include listening to customers, being transparent and conversational, focusing on quality content and building networks organically over time. Recent trends mentioned include the rise of mobile social media and users sharing content in new ways beyond just email.

1. Roger Drake
Chief Communications Officer
Morton’s Restaurant Group, Inc.
• Twitter @rdrakepr
• Facebook and LinkedIn
• rdrake@mortons.com

2. Goals For this Session
• Stir thought and consider new ideas
• Fair and Balanced viewpoint
• Present Business Case Studies, Articles,
Blogs and Video examples
• Note: preparation for this presentation was beneficial to me with all the
research…good to get away from what you’re doing personally and get an
external perspective.

3. Page 69 Diagram
• 33 Million book-scan and place into slide

4. Video Segment Intro
• YouTube video 1:30 opening segment

5. I-Media Definitions
• Social Media-the various activities that integrate technology, social
interaction, and the construction of words and pictures .
• Social Networking-a social structure made of nodes (which are generally
individuals or organizations) that are tied by one or more specific topic or
interest.
• Wiki-a type of website that allows the visitors themselves to easily add,
remove and otherwise edit and change some available content.
• Widget-a mini application that can add functionality to your web page, blog,
social profile etc. http://www.widgetbox.com/ gives great examples of widgets.
• Blog- a web log: a shared on-line journal of posted topics and experiences;
best ones are informational and interesting. A V-log is a video log.
• Design-the planning that lays the basis for the making of every object and
system (a company’s social media and networking strategy needs a
comprehensive design).

6. • “Word of mouth is a cultural accelerator. Just
set up the architecture to engage audiences.”
• -Kenny Miller
• Creative Director & EVP
• MTV Network Global Digital Media

7. Our Digital World in 2010
Five startling Web Stats:
• 40,000-fold increase in websites since 1994
• Over 1 million blogs are posted daily
• More than 5 billion tweets on Twitter (by year-end 2009)
• Google gets 2 million searches each day and Facebook
adds 700,000 new users per day (according to
InsideFacebook.com)
• No other industry has young companies breaking into
Top Ten overall—YouTube, Blogger and Facebook are
all 5-6 year old companies…we’re in a world of
amazingly fast change and innovation

8. The Mode of Social
Communications
• Organic
• Transparent
• Authentic
• Conversational
• Interesting
• Using various formats
• The best companies/products will WIN!

9. Our Digital World in 2010
Social Networking Sites
• Facebook-the leader with most potential
• Twitter-mixed reviews for business purposes
• LinkedIn-mainly business connection site
• MySpace-younger demographic and in decline though
still an audience for artists and musicians
• Ning-niche networks
• Bebo-users can see their friends’ activity on other social
networking sites
• Orkut-big presence internationally

10. 5 Challenges Social Media has
brought to business
• Integration
• Governance
• Culture
• Human Resources
• Measurement & ROI
• Make sure your company is hiring people who have sound
judgment…otherwise their participation in the social media
conversation can be dangerous for a company brand.
• Is your company culture ready for Social Media?

11. “Ideas are raw materials. Take them!
Use them! Ideas are the nucleus
around which conversations and
collaborations form.”
-June Cohen, TED Conference

12. Social Intelligence and Leadership
• Harvard Business Review article on social and
emotional intelligence
• References a quote about business in 1920
• Are you sensitive to others’ needs?
• Are you attuned to others’ moods?
• Do you provide feedback that people find helpful for their
professional development?
• Do you understand social networks and know their
unspoken norms?

13. Social Media Ideas
(Food for Thought)
• Suggestion Box
-My Starbucks
Idea
-Dell Ideastorm
-Threadless
• Widget
• Deal of the Day

14. Case Study: Twitter
• Background
• Growth
• Uses for Twitter
• Controversy
• Competition
• Business Model
Harvard Business School

15. “There is no value in friend collecting,
but there is massive value in building
your network…if the end goal is to put
green in your pocket, don’t friend
collect, build a network.”
-Lani Anglin-Rosales

16. Social Media Responsibility
• Case Study-Ford drives best practices
• (Visual from CW magazine)
• Be open and transparent
• Show respect for the influencer
• Only do relevant outreach
• Know what the “value exchange” is
• Work with the influencers

17. Case Study: The Skype Nomad
• Create a Live, Worldwide human demonstration of how Skype can
be used anywhere and anytime on the move
• 33-day world tour with amazing results
• 800,000 unique visitors to the Skype Nomad blog
• 300,000 You Tube views
• Increase in awareness of Skype’s mobile capabilities in UK and US

18. New Influence of Social Media on
Public Relations
• Blurriness can be good (between PR and
Marketing)
• PR pros poised to provide answers
• Build a solid Social Media strategy
• A Seismic Shift

19. Fantasy Football Today Podcast
“The Tom Sawyer approach”
• Super fan contest
• Donations to Jimmy V Fund-had a strong charitable element for
engagement
• Recruit top bloggers nationally to represent each of the 32 NFL
teams (cost effective since they could not afford to hire 32 remote
reporters)
• 32 teams reported on in same week
• Super fans became expert reporters
• ESPN was helping to eliminate future competitors
• Social Networking at it’s best!

20. The Future of
Broadcast Advertising
Inclusive rather than interruptive
• Best Buy
• Nip/Tuck on FX
• Desperate Housewives

21. Case Study: Gary Vaynerchuk
• Learned the wine
business from his parents
without ever having any
wine
• Tasted the dirt and rocks
that the grapes grew in to
later become the wine
• Wanted to help his
parents Mom and Pop
wine store in NJ
• Bought WineLibrary.com
and has become a
microcelebrity with his
weekly video blog

22. Video Segment
• Gary Vaynerchuk on CNN

23. Change and Evolution
Should you “fire” yourself?
• General Motors
• Jack Welch and GE Executive Team
• Re-apply for your job position
-what are the attributes and “stamps” you
would place on your new position?
• Re-energize
• Re-hire yourself!

24. Case Study
Social media: The new hybrid element of the
promotional mix
• Social media, the promotional mix and
integrated marketing communications
• Hybrid role in promotion mix
• Paradigms: Traditional vs. New communications
• Shaping the discussions

25. Search Engine Optimization (SEO)
• It’s a “Dark Art” being further explored by
companies
• Speak your audience’s language
• Create quality content
• Use the right keywords and phrases-a lot!
• Find authority and get it to link back to you
• Say it again through multimedia
• Monitor your digital presence

26. Video Segment
Juliette Powell
• 33 Million People in the Room
• How to Create, Influence and Run a
Successful Business with Social
Networking

27. 33 Million People in the Room
Social Capital
+Cultural Capital
=Financial Capital

28. The Power of YES
Western Union Campaign
•Public Relations Campaign
•Target Audience: Migrant Workers who send money home to
friends and family
•Customers told stories through photos and video
•WU’s transactions increased 3.4% in first half of ’09 in a very
difficult economic climate

29. Case Study
• Awaiting this Harvard Business Review
case study via regular mail

30. “The new order favors those who
network, create buzz and promote
their brand. Even if the bubble bursts-
and we predict it will-the power of
Social Media to transform our
business and society will only grow.”
-Newsweek

31. Never Forget…
• YOU are your own personal brand
• YOU need to think of yourself that way
• This will help as you assemble your own
personal network or the network for your
company

32. The Social Media Machine
• It doesn’t run on it’s own…
• Need staffing and time for operation to run
effectively and keep momentum going
• Seeding
• Feeding
• Weeding

33. Social Media Trends for 2010
• Social Media begins to look “less social”
• Corporations look to scale
• Social business becomes serious play
• Social Media company policy (and
enforcement)
• Mobile becomes social media lifeline
• Sharing no longer means e-mail

34. Social Media Key Points
• No person or company is perfect so admit your
faults and the public will respect you for it
• Let fanatics contribute to your product, show or
service
• Your customers/fans of today could be your
competition tomorrow…be aware
• Listen first, sell second
• Better to live in social media making mistakes
than be out of it doing nothing
• SEO and social media go hand in hand
• Word of Mouth is now World of Mouth

35. Social Media: Key Takeaways
• Be the Best at Something, not Everything
• One Central Message-just like effective
advertising
• Marketer/PR person’s job evolution to
listening, engaging and reacting, as
opposed to pushing out information
• Companies that produce great products
and services will be the winners
• Get on board (either now or later)

36. “In the new and evolving online world, the
greatest momentum goes not to the candidate
with the most detailed plan for conquering the
Web but to the candidate who surrenders his
(her) image to the clicking masses, the same
way a rock guitarist might fall backward off the
stage into the hands of an adoring crowd.”
-Matt Bai, New York Times magazine