This document provides an overview of traditional media versus social media and best practices for integrating the two. It discusses how social media has shifted communication from one-to-many broadcasting to many-to-many conversations. Recommendations include listening to customers, using the same language as traditional media, and embracing user-generated content. Tools and examples are provided for social media monitoring, engagement, and developing influencers.

1. Shi! Happens 2.0
11.4.10

2. @pennerj
www.juliepenner.com/blog
MBA/JD
#cumarketing

3. Come See the Zombie Side of Sears

5. Sephora’s
Sephora Claus
http://www.sephoraclaus.com/

6. Social media is media designed to be disseminated
through social interaction, created using highly
accessible and scalable publishing techniques

8. the Shift is Fundamental

9. one to one = conversation one to many = broadcasting
many to many = coordinated communication?

10. Traditional Media Social Media
Timing Filter then Publish Publish then Filter
Supervision Planning Coordination
Content
Creators
Professionals Amateurs
Style Broadcast OR Conversation
Broadcast AND
Conversation
Costs High Low
Process Ordered (like making a car)
Ordered Chaos (like
making a coral reef)
Size Large Groups
Small and Medium
Groups
Conversation To Customers
With and Between
Customers

11. BEST PRACTICE:
INTEGRATE
OLD & NEW MEDIA

13. Leads to Prospects
Visitors to Leads
Prospects to Customers

14. A Word About Defensive Social Media
http://www.youtube.com/
watch?v=5YGc4zOqozo

15. BEST PRACTICE:
USE THE SAME
LANGUAGE
AS TRADITIONAL
MEDIA

16. Strategy Tactics
People Objectives

17. http://blogs.forrester.com/groundswell/

18. Where are you on the technographic profile?
http://
www.forrester.com/
Groundswell/
ladder.html

19. Where are you on the technographic profile?
www.forrester.com/Groundswell/
profile_tool.html

20. Pyschographic
Demographic
Behavioral
People = Audience
People = Audience

22. l"ten first
Listening = Research

24. Listening Tools

25. join in
Talking = Marketing

26. Guest
Blogging

27. Energizing = Sales

28. http://www.youtube.com/watch?v=qg1ckCkm8YI
Blendtec’s
Will it Blend?

29. http://heathbrothers.com/resources/

30. Supporting = Support

31. http://
createforums.irobot.com/

32. http://getsatisfaction.com/unitedairlines
http://getsatisfaction.com/southwestairlines

33. Embracing = Development

34. http://www.threadless.com/submissions
http://www.nakedandangry.com/design
https://www.quirky.com/ideas/new

35. 1. Dedicate a Social Media Email
2. Inter-connect Platforms
3. Lead from the Top, but Have 1 Leader
3. Create Social Media Guidelines
4. List Your Influencers - (w/ Social Media Info)
5. Create a Social Media Action Plan and Calendar
6. Develop an Internal Social Media Policy
#eal Strategies

37. Twitter Interfaces
www.cotweet.com
www.tweetdeck.com
Tweetdeck or Tweetie
www.seesmic.com

38. case Study

41. Acquisition
Retention
Referral

42. Use Science
Use Stories
Use Sleep Data

44. http://blog.myzeo.com/
http://twitter.com/#!/zeo
http://www.youtube.com/user/ZeoSleepCoach
http://www.facebook.com/myZeo
http://itunes.apple.com/us/app/myzeo-sleep-viewer/
id373587044?mt=8