The first document summarizes tips for concise communication, including telling stories, making every word count, considering your target audience, and keeping things simple. The second discusses measuring social media engagement and ROI by focusing on business objectives and tying social media to other initiatives. The third discusses how to handle detractors who post negative comments and how far to let criticism go before intervening.

1. SxSW Downloaded
May 6, 2011

5. Saying it Short
Helen Klien Ross (@adbroad, @bettydraper)
• The less you say, the more they'll remember.
• You have to find a way to make what you’re
saying stand out.
• If you're trying to write, unplug!

6. 1. Make a story our brains are wired for stories.
2. Make every word count.
o Data: The king died. Then, the queen.
o Story: The king died. Then, the queen died
of grief.
3. Consider the target.
4. Keep it simple.
o Just because you have 140
characters, doesn't mean you have to use
them.
5. Say it different.

7. Social Media: The Next Generation of
Business Engagement
Dave Evans (@EvansDave), Jake McKee (@JakeMckee )
• Identify and focus on process, metrics and
measurements applicable to your business
objectives.
o Tie social to all other business initiatives.
• Engagement isn't a click on a banner, it's a
conversation!
• ROI - think about the purpose of the
investment first; what are we trying to
measure.

8. Detractors
• There are some people
you cannot engage.
• Engaging determined
detractors only amplifies
their voice.
• What to do if a detractor posts (or a rumor
posts) on your page?
• How far do you let a determined detractor go?

9. Customer Experience: Future
Trends and Insights
• Loyalty is an emotional attachment.
• What emotions are you trying to evoke in
your customers/clients?
• How do you pick out what your
customers/clients really want?
• What is your subconscious message?

10. #FAIL: Social Media PR Disasters
Marla Erwin (@MarlaErwin)

19. The Striesand Effect
A primarily online
phenomenon in which an
attempt to hide or
remove a piece of
information has the
unintended consequence
of publicizing the
information more widely.

20. The lesson?
Don’t broadcast your mistakes
and
know when…

21. Fight social media fire
with social media water.

22. Measuring Social Media
Let's Get Serious
• You cannot measure ROI as one specific thing;
measure ROI of whole marketing.
• Three metrics the C-Suite cares about:
o How much did we make?
o How much did we save?
o How happy are our customers/clients?
• Add a layer of reality to understanding analytics.
• Measure more over time and trends.
• Building true followers is an organic process.
• You have to compel them to click "like.”

23. Creating, Curation and the Ethics
of Content Strategy
Margot Bloomstein (@mbloomstein)
CREATION
• Creation is the act of making new meaning from the
world and often times sharing it with others.
• If we're not creating new meaning, we're just adding to
the noise.
• What is our content strategy's point of view?
• Point of view:
o How visible is your point of view?
o What is the bias or perspective they're bringing?

24. CURATION
• Curation is an act of creating new meaning by
combining existing content with new
perspective.
• Human vs. automation
• Shape the visitors experience:
pair things, create groups and consider scale.
• Perspective is a unique purview of humans;
without that (perspective), it's just aggregation.

25. • "You cannot not communicate."
oWe need to own that process.
• Curation with intention.
• Communication with intention.

26. The Thank You Economy
Gary Vaynerchuk (@garyvee)
• From the beginning of
time until 2003; the same
amount of content is
being created every 48
hours.
• Legitimately care first!

27. • Hit an emotional
center.
• When you take it
outside the
context of what
you do, that takes
it to a different
level.

28. • People hear social media and they just
want to push.
o You can't just push!!
• Don't try to close in
one minute (like a
19 year old
boy), you need
patience!

29. • Old Spice guy
campaign a fail; all
they did was push.
• Social media is not
a fad because it's
human.

30. “It's not how many followers
you have, it's how many
followers engage and give
a sh*t about you.”
- Gary Vee