1. 7 Deadly Sins of Social MediaPresented for KC/IABC by Justin Goldsborough (@jgoldsborough) Justin Goldsborough justin.goldsborough@fleishman.com Twitter: @jgoldsborough Blog: www.justincaseyouwerewondering.com LinkedIn: http://www.linkedin.com/in/justingoldsborough 816.512.2236

2. 2 3. 3 4. 4 5. 5 6. 6 7. 7 8. 8 9. 9 10. 10 11. ST. LOUIS PROFILETHE LARGEST FOOTPRINT IN NORTH AMERICA CLIENT SATISFACTION World Headquarters250+ 93%counselors specializing in say they would publicrecommend FHrelations, digital, creative and research OUR WORLDWIDE NETWORKINDUSTRY RECOGNITIONPRACTICE GROUPS2000+ employees | 80 offices Best Multinational Agency of the Year 20 languages | 28 countries The Holmes Report, 2010 B-to-B Communications BrandMarketing Consumer Marketing Word-of-Mouth Food and COLLABORATIVE CULTURE OMNICOM FAMILYAgribusiness Social and Digital Public Relations Crisis Management Moms Customer Relationship ManagementMobile Research Retail Multicultural Nutrition 90% Media ServicesNational Advertising AgenciesBehavioral Change InternalGlobal Advertising Brands Communications Reputationof clients served by Managementmore than one officeSpecialty Communications11 12. 12 13. Your brand iswhat your customers say it is.Period.-- Me13 14. 7 Deadly Sins14 15. 15 16. 16 17. 17 18. Theres power in customerconversations, but not if youre justlistening without acting. Steve Fuller, L.L. Bean CMO18 19. 19 20. 20 21. 21 22. 22 23. http://www.youtube.com/watch?v=Bpy75q2DDow&feature=player_embedded 23 24. 24 25. 25 26. 26 27. Make sure you doing something different at this time next year. Betsey Solberg27 28. 28 29. 29 30. Start with GSOTGOALSGenerate leadsGenerate qualified leadsSTRATEGIESLeverage owned social media platforms to drive registrationsLeverage IRL events as an opportunity to drive registrationsOBJECTIVESGenerate 1,000 news leads in 2013Ensure 75% of leads generated are qualified leadsTACTICSLaunch a photo contest on Facebook that requires participant registrationPitch the contest to mom bloggers and local media30 31. 31 32. 32 33. 33 34. I want to be really good at fewerchannels than mediocre at more. -- Joe Chernov VP of content marketing at Eloqua 34 35. 35 36. 36 37. 37 38. 38 39. Your brand here New Math: 5,000 people whosought out your message are more valuable than 5 million who didnt.Source: Fleishman-Hillard 39 40. 40 41. http://www.youtube.com/watch?v=5YGc4zOqozo41 42. 42 43. http://www.youtube.com/watch?v=s-gvs2Y236843 44. 44 45. 45 46. 46 47. 47 48. 48 49. 49 50. 50 51. 51 52. > The majority of social media programs are not designed to generate ROI (in the short-term)Insert image in this > Measure the Impact of social media programsvalue attribution is aspacesecondary issue/concern/challenge > Most attempts to rename the acronym are the result of confusion over Impact and ROI5252 53. 53 54. 54 55. 55 56. 56 57. 57 58. 58 59. Mobile Face-to-faceMarketingConversationsSocialPersonalizedNetworksSearchBlogsOnline CommunitiesDirect MailRewards Online DisplayProgramsTargeted AdvertisingPersonalizationOnline BrandContent Print Opt-in E-mail MediaRelationsRadioMassTV Awareness Consideration TrialLoyalty Advocacy RelationshipsDigital TraditionalSource: Fleishman-Hillard 59 60. http://www.youtube.com/watch?v=AoT13m8-Kxo 60 61. 61 62. 62 63. 63 64. http://www.youtube.com/watch?v=-r8Th9DBGbQ 64 65. Sales on the rise14%65 66. Conversation DiscoveryA person issues a social media post about BWW. Is it positive or balanced? EvaluateNoNegativeRagerPost/ResponseNegative Post Is the chatter a rage, rant, joke or aYesstrong personal opinion? Response Monitor OnlyConcurrenceNo Yes Do not respond. Monitor forThe post is a positive or neutralrelevance as needed.observation, comment or question about Troll BWW. Will a response drive additional Is this person dedicated to bashing or engagement? Do we want to respond? degrading BWW? NoFix the Facts No MisguidedRespond with factual informationAre the facts wrong? Yesand / or correct the Let Standmisinformation. Let the comment stand. No No response needed.YesUnhappy Consumer RestoreIs this an online review citing isolatedcomplaints about BWW? YesAddress and / or correct thecomplaint.Positive/NeutralPost ResponseNoFH to provide Share More Info Provide more information about BWWupdate/recommendation to Final Evaluation BWW real-time for or repost the information to encourage Will you respond? As additional information.alignment, prior to respondingappropriate, determine how we will respond and content of response.Yes YesResponse Guidelines*RelevancyTransparency Personalize TimelinessTone Respond to sites /Disclose BWWNo cut & paste Response within 48Respond in a non- people that influenceaffiliation responses hours or lessaggressive mannerBWW target customers *FH to take point on the following steps: 1) Evaluate post for response. 2) Draft & post responses as appropriate. 3) Informing appropriate stakeholders of the post & appropriate next steps.6666 67. 67 68. 68 69. 69 70. 70 71. 71 72. Your brand iswhat your customers say it is.Period.-- Me72 73. Q&A73 74. Thank you! Justin Goldsborough justin.goldsborough@fleishman.com Twitter: @jgoldsborough Blog: www.justincaseyouwerewondering.com LinkedIn:http://www.linkedin.com/in/justingoldsborough 816.512.2236 74