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MAKE MEANING:<br />
High adoptionmeansyour customeris barraged<br />Your customeris barragedwith socialmedia<br />
Engagement<br />Why?<br />Where? How? <br />
CUSTOMER<br /><ul><li>easy, intuitive
value (information or save money)
reason to act now </li></ul>BRAND<br /><ul><li>PR
brandenhancement
drive revenue</li></ul>makemeaning <br />SOCIAL MEDIASWEET SPOT<br />
THE SWEET SPOTSURPRISES AND DELIGHTS<br />The Sweet Spot Surprises and Delights<br />
ADOPTBEGINNER'SMIND<br />
SOMETIMES YOUFIND THE SWEET SPOT BY ACCIDENT<br />
TWITTER<br />1.9 million followers<br />over 300 store accounts<br />FACE BOOK<br />over half a million fans<br />250 stor...
Digital FootprintNot Visible in Store<br />
WHAT CAN YOU STEAL?<br /><ul><li>Editorial calendar and content strategy
Community manager for each store
Twitter for real-time alerts
Facebook for less time-sensitive info
Blog for recipes and longer content</li></ul>B-plus<br />
61 <br />million votes<br /> cast <br />Pledged<br />$20 million<br />
You can “buy” votes?<br />WHAT CAN YOU STEAL?<br /><ul><li>Entertain, informand “do good” simultaneously
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Make Meaning: Social Media Sweet Spot

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A new presentation on the Social Media Sweet Spot - keynote for the 10th edition of Webcom Montréal.

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Make Meaning: Social Media Sweet Spot

  1. 1. MAKE MEANING:<br />
  2. 2.
  3. 3. High adoptionmeansyour customeris barraged<br />Your customeris barragedwith socialmedia<br />
  4. 4. Engagement<br />Why?<br />Where? How? <br />
  5. 5. CUSTOMER<br /><ul><li>easy, intuitive
  6. 6. value (information or save money)
  7. 7. reason to act now </li></ul>BRAND<br /><ul><li>PR
  8. 8. brandenhancement
  9. 9. drive revenue</li></ul>makemeaning <br />SOCIAL MEDIASWEET SPOT<br />
  10. 10. THE SWEET SPOTSURPRISES AND DELIGHTS<br />The Sweet Spot Surprises and Delights<br />
  11. 11. ADOPTBEGINNER'SMIND<br />
  12. 12. SOMETIMES YOUFIND THE SWEET SPOT BY ACCIDENT<br />
  13. 13. TWITTER<br />1.9 million followers<br />over 300 store accounts<br />FACE BOOK<br />over half a million fans<br />250 store accounts<br />BLOGS<br />cooking blogs<br />CEO blog<br />FLICKR<br />SOCIALMEDIA SWEETSPOT<br />photo streams<br />contests<br />SOCIAL MEDIA<br />FOUR<br />SQUARE<br />check ins<br />MOBILE APPS<br />iphone and android<br />
  14. 14. Digital FootprintNot Visible in Store<br />
  15. 15. WHAT CAN YOU STEAL?<br /><ul><li>Editorial calendar and content strategy
  16. 16. Community manager for each store
  17. 17. Twitter for real-time alerts
  18. 18. Facebook for less time-sensitive info
  19. 19. Blog for recipes and longer content</li></ul>B-plus<br />
  20. 20.
  21. 21. 61 <br />million votes<br /> cast <br />Pledged<br />$20 million<br />
  22. 22. You can “buy” votes?<br />WHAT CAN YOU STEAL?<br /><ul><li>Entertain, informand “do good” simultaneously
  23. 23. Deadlines prompt action
  24. 24. Social proof in dollars and lives
  25. 25. Sharing built in at every step</li></ul>A-minus<br />
  26. 26. Easyto Help<br />
  27. 27. CUSTOMER<br /><ul><li>Easy to download Kindle e-book
  28. 28. Value (global relief effort)
  29. 29. Urgency</li></ul>CREATOR<br /><ul><li>Sourced via Twitter
  30. 30. PR
  31. 31. Raise money forJapanese Red Cross</li></ul>#quakebook<br />SOCIAL MEDIASWEET SPOT<br />
  32. 32. WHAT CAN YOU STEAL?<br /> Perfect congruence<br /> Use your network<br />Memorable hashtag<br />Engaging with #quakebook fulfills urge to help<br />A-plus<br />A-plus<br />
  33. 33. The Sweet Spot Surprises and Delights<br />THE SWEET SPOTMAKES MEANING<br />S<br />W<br />E<br />E<br />T<br />urprise and delightoo me with an incentivearnmy attention<br />asy to share with my friendsap into something bigger<br />S<br />W<br />E<br />E<br />T<br />THE SWEET SPOTSURPRISES AND DELIGHTS <br />
  34. 34. SOCIAL MEDIACAN CHANGE THEWORLD<br />
  35. 35. Q&A<br />HAVE YOUFOUND YOURSOCIAL MEDIASWEET SPOT?<br />
  36. 36. SPEAKER<br />Named one of the Most Influential Women in Technology in 2010, Debbie Weil is an author, speaker, and corporate social media consultant based in Washington DC. <br />EMAIL: debbie.weil@gmail.comMOBILE: 202.255.1467WEBSITE: www.debbieweil.comTWITTER: @debbieweil<br />Copyright Debbie Weil, 2011<br />
  37. 37. RESOURCES<br />Blogs<br /> <br />For case studies on how to use social media and tips on writing great content:<br />Mashablewww.mashable.com<br />Probloggerwww.problogger.net<br />CopyBlogger www.copyblogger.comSeth Godinhttp://sethgodin.typepad.com<br /> <br />Books<br /> <br />New Rules of Marketing and PRby David Meerman Scott (2nd ed.)<br />Measure What Matters by Katie Delahaye Paine<br />The Networked Nonprofit by Beth Kanter and Allison Fine<br />The Corporate Blogging Book (updated ed.) by Debbie Weil (Amazon Kindle)<br />

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