Presented at PowWow Whistler 2009. A presentation on social media marketing.

1. Social Media Marketing:
A 12 Step Program for the
Traditional Media Addicted

2. Go ahead. Ask the
stupid question.

3. What exactly is Web 2.0 ?

4. What exactly is Web 2.0
> Connecting with others

5. What exactly is Web 2.0
> Connecting with others
> Collaborating with others

6. What exactly is Web 2.0
> Connecting with others
> Collaborating with others
> Reacting to others e.g.: forums, ratings, reviews

7. What exactly is Web 2.0
> Creating content

8. What exactly is Web 2.0
> Creating content
> Organizing content

9. What exactly is Web 2.0
> Creating content
> Organizing content
> Consuming content

10. Step 1: Get your head out
of the sand.

11. Step 1: Get your head out
of the sand.
> Social media adoptions rates are skyrocketing

12. Step 1: Get your head out
of the sand.
> Social media adoptions rates are skyrocketing
> Your customers are there with or without you

13. Step 1: Get your head out
of the sand.
> Social media adoptions rates are skyrocketing
> Your customers are there with or without you
> There has been a paradigm shift

14. Step 2: Stop dabbling.

15. Step 2: Stop dabbling.
> Strategy still reigns supreme.

16. Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.

17. Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
o PEOPLE

18. Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
o PEOPLE
o OBJECTIVES

19. Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
o PEOPLE
o OBJECTIVES
o STRATEGY

20. Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
o PEOPLE
o OBJECTIVES
o STRATEGY
o TECHNOLOGY

21. Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
o PEOPLE
o OBJECTIVES
o STRATEGY
o TECHNOLOGY
> You don’t need to understand the
ever-changing technology landscape.

22. Step 3: Assign the right
person to oversee it.

23. Step 3: Assign the right
person to oversee it.
> Who do you normally trust with your brand?

24. Step 3: Assign the right
person to oversee it.
> Who do you normally trust with your brand?
> Who manages the brand voice?

25. Step 3: Assign the right
person to oversee it.
> Who do you normally trust with your brand?
> Who manages the brand voice?
> Who develops your content?

26. Step 4: Get help to create a
plan and a budget.

27. Step 4: Get help to create a
plan and a budget.
> Engage all your marcom resources to create a plan

28. Step 4: Get help to create a
plan and a budget.
> Engage all your marcom resources to create a plan
> Budget for human resources

29. Step 4: Get help to create a
plan and a budget.
> Engage all your marcom resources to create a plan
> Budget for human resources
> Budget for training

30. Step 5: Really understand
your audience.

31. Step 5: Really understand
your audience.
> Demographic, psychographic, sociographic, technographic

32. Step 5: Really understand
your audience.
> Demographic, psychographic, sociographic, technographic
> What are they technologically ready for?

33. Step 5: Really understand
your audience.
> Demographic, psychographic, sociographic, technographic
> What are they technologically ready for?
> How are they most likely to use social media?
http://www.forrester.com/Groundswell/ladder.html

34. Step 6: Set objectives.

35. Step 6: Set objectives.
> Create a baseline as a starting point

36. Step 6: Set objectives.
> Create a baseline as a starting point
> Qualitative goals

37. Step 6: Set objectives.
> Create a baseline as a starting point
> Qualitative goals
> Quantifiable objectives

38. Step 7: Decide on strategies
that will meet your goals.

39. Step 7: Decide on strategies
that will meet your goals.
> Listening to your customers.

40. Step 7: Decide on strategies
that will meet your goals.
> Listening to your customers.
> Talking to your customers.

41. Step 7: Decide on strategies
that will meet your goals.
> Listening to your customers.
> Talking to your customers.
> Converting your customers to brand advocates.

42. Step 7: Decide on strategies
that will meet your goals.
> Listening to your customers.
> Talking to your customers.
> Converting your customers to brand advocates.
> Creating community for your customers.

43. Step 7: Decide on strategies
that will meet your goals.
> Listening to your customers.
> Talking to your customers.
> Converting your customers to brand advocates.
> Creating community for your customers.
> Engaging your customers.

44. Step 8: Choose your
partners.

45. Step 8: Choose your
partners.
> Agencies

46. Step 8: Choose your
partners.
> Agencies
> Technology providers

47. Step 9: Determine tracking
and success metrics.

48. Step 9: Determine tracking
and success metrics.
> Benchmarking

49. Step 9: Determine tracking
and success metrics.
> Benchmarking
> New forms of measurement, get creative

50. Step 9: Determine tracking
and success metrics.
> Benchmarking
> New forms of measurement, get creative
> Be clear

51. Step 10: Be open to new
technology, but don’t get
sidetracked.

52. Step 10: Be open to new
technology, but don’t get
sidetracked.
> Be aware that change is rapid

53. Step 10: Be open to new
technology, but don’t get
sidetracked.
> Be aware that change is rapid
> Be patient

54. Step 10: Be open to new
technology, but don’t get
sidetracked.
> Be aware that change is rapid
> Be patient
> Go back to POST

55. Step 11: Stop reading and
stressing. Start participating.

56. Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site

57. Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
> Watch YouTube three “most viewed” videos each day.
Forward one to a friend

58. Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
> Watch YouTube three “most viewed” videos each day.
Forward one to a friend
> Contribute or create a blog

59. Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
> Watch YouTube three “most viewed” videos each day.
Forward one to a friend
> Contribute or create a blog
> Set up a Flickr account

60. Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
> Watch YouTube three “most viewed” videos each day.
Forward one to a friend
> Contribute or create a blog
> Set up a Flickr account
> Create del.icio.us bookmarks

61. Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
> Watch YouTube three “most viewed” videos each day.
Forward one to a friend
> Contribute or create a blog
> Set up a Flickr account
> Create del.icio.us bookmarks
> Join Digg and start by digging stories

62. Step 12: Learn and use
some best practices.

63. Step 12: Learn and use
some best practices.
> Be consistent

64. Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience

65. Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
> Act human and your audience will allow you to be

66. Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
> Act human and your audience will allow you to be
> Assume your audience is smart

67. Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
> Act human and your audience will allow you to be
> Assume your audience is smart
> Don’t monopolize the conversation

68. Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
> Act human and your audience will allow you to be
> Assume your audience is smart
> Don’t monopolize the conversation
> Listen and add value

69. Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
> Act human and your audience will allow you to be
> Assume your audience is smart
> Don’t monopolize the conversation
> Listen and add value
> Be honest and respectful