20 new truths for social media stars

20Ways to be aSocial Media Star

Presented by,The Social Media Society & MRM Worldwide Princeton, NJ | October, 2011

Get the right state of mind

Establish Vision & enculturate it into people & environments.

Vision

Create Products

Culture

Architect Experiences

Perspective

Conduct Services

Knowledge Sharing

Environmental

A Cultural Shift Is Upon Us

A shift has occurred and taking a product development approach to solving problems that our clients have pushes us together closer to them.

This methodology instills a deeper relationship with a set of clients- we become a real extension of their operations.

Define a voice for yourwall posts & pages.

It’s like character creation. How would Boston magazine talk if it was a person, or if it was planning to go to a party? Your characteristics & tone will reverberate with your audience.

Make sure it’s authentic & related to your brands & region.

Create A Voice Your Audience Understands

Do your homework. Research your competition and what they are doing/not doing in the space. Understand your audience and how to speak to them in their language.

Plan & Organize. Have an idea of what you are going to say and do and when. Organize content so it is easy for your fans to find.

Participate & Respond. If your audience is taking the time to share with you, do the same – Listen to what they are telling you and adapt accordingly.

It’s a dialogue, not a monologue

What we have begun to refer to as Social Media is better described as:

Computer Assisted Social Interactions.

The core of CASI is the art of building relationships.

ALL media by it’s nature is social

New Truths forSocial Media Stars20

Expectationshave changed1

Analytics matternow more than ever2

Insights build againstmeasurement criteria, rapidly and often3

Interactions require plannning andconsideration, and optimization4

User Persona’s become real as we define pre-commodified products and audiences5

Clients expect more for less and have many options6

Delegation andtrust are essential7

Investment of time & drive should exceed expectations8

Research driven insights & planning9

Entrepreneurial approach is praised only when accompanied with high communication10

Media & channel does influence the creative form & idea(s)11

Social dialog & execution don’t always match but are influenced by each12

Understanding & considering End Users & Architecting Experiences requires attention and commitment

13

Be straight forward14

You must take into account end users & behaviors15

People want useful, affordable, and varied products16

What we are good at matters more now, as people are over populating. Mediocrity is not acceptable17

Marketing is only a part of the work we do18

Execution matters more, and is expected to work, or people will rapidly move on19

There are multiple realities –not just one 20

New Skool vs. Old Skool

Shortfalls of old skool:

• Lack of internal resources• Lack of internal expertise• Ever-changing landscape• Variable measurement criteria• Requires regular maintenance • Requires engagement outside of

regular work hours

Opportunities of new skool:

• Hundreds of thousands of potential consumers

• Viral medium• Create direct dialogue• Community trust• Rapid growth• Easy to implement• Low cost of entry• Deeper relationship with your audience

Defining Your ROI CriteriaThe main benefit of using Return on Investment (ROI) & the reason for its popularity is the simplicity of its calculation. Does the traditional ROI equation give you thetrue ROI of your social media efforts? Try this for Social:

Return on Influence = (Calculated Gain from Investment - Cost of Investment) / Cost of Investment

Q: What does this mean for you? A: That the list of criteria vary from Poker.

Defining Your ROI Criteria Via Poker!So, here’s a tactile example. Say you play in an Online Poker Tournament:For example, if you entered a 9-seater $10+$1 Game at Poker Players Web Site and won the first prize of $45, your ROI for that one game would be:

Profit = $45 - $11 = $34Investment = $11ROI = ($34 / $11) x 100 = 309% Reference: http://www.thepokerbank.com/strategy/tournament/roi/

ROI=Profit

(winnings - investment)

(Buy-in + fee)

x 100%Investment

Deep breath, and Action!

What does success require?• Establish criteria early on• What’s the goal• Monitor conversations and interactions• What is your fan and follower growth goal

Research is your friend.• See what others have done in the space,

learn from them.Maybe Social Media monitoring is needed.

• Buzz Metrics by Nielsen’s• Listen Logic • Radiant6

Instructor BioBenjamin J. Weisman, Senior Vice President, Director of Innovations, MRM Worldwide – Princeton Office, an InterPublic Group company.

In his role at MRM Princeton, Ben is equal parts Creative Director, Digital Strategist, Product Developer and Motion Theorist. Ben continually seeks out new and innovative ways to approach digital brand marketing in both physical and synthetic social spaces. His work embodies a respect for, and a focus on, direct marketing and social media integration. As new social media platforms emerge identifying methods that enable marketers to connect and collaborate with audiences and consumers is critical. As the marketing approaches change so too must engagement methods shift. Ben is hyper focused on adding utility to peoples lives by producing work with his clients and teams that are experiential, authentic and in sync with this dynamic marketing environment.

Having honed his skills at top digital shops including Iris, Deep Focus, and Tribal DDB, Benjamin possesses an entrepreneurial curiosity that has earned him a reputation as an industry ‘trailblazer’. By employing social media tools with keen proficiency Ben helps migrate consumers to new and pre-commoditized landscapes. Ultimately, assisting consumers in best determining opportunities for his clients. Past clients have included adidas, Office Depot, COTY, HBO, Nike, SONY, Sony Ericsson, Vitamin Water, Hertz, AVIS, Applebee’s, Cuervo, Dewars, Russian Standard Vodka, BMS, Sunovion, Orencia, Plavix, Lunesta, Humira, ETS, GRE, TOEFL, PRAXIS, TOEIC and the NRDC.

Ben currently lives in Central New Jersey with his wife Elise, and daughters Rose & Violet. He is a News Hound and a Naturalist who finds inspiration in Humanities roots, and Science Fiction.

Benjamin.Weisman@MRMWorldwide.com twitter.com/buckyben facbook.com/buckyben flickr.com/buckyben1

Adages• Be committed • Have something for people to look at • Users aren’t only interested in value, they like content• Good design & messaging matter• Social Media doesn’t have to be involved to succeed• User reviews and comment engagement work• Maintain a conversation, people listen• Consumers like promotions & sweepstakes• Authenticity• Simplicity• Social media is not free• People trust like-minded strangers• People care as much if not more…in what their peers are saying• You still have a voice…But they validate it