basic introduction to social media and community
TRANSCRIPT
1355
81909
What is social mediaWhy does it matter
The opportunity for brandsHow do we succeed
Sowhat exactly is social media
It is a conversation among and between your customers prospects employees fans critics and competition
J Potteiger Millennial Blogger
The new mantra
If you donrsquot create a community for us we will create the community ourselves
Prediction
In the future the successful brands will be those that learn to tap the potential of social media by embracing it finding new ways to do business realizing that content is their most important product and increasing openness and transparency
it looks like itrsquos happening in a lot of places
but itrsquos happening in a really lot of places
The Proliferation of Social Media
reasons social media matters
3
it has become an incredibly powerful influence
13
say consumer reviews are the 1 aid to buying decisions
91
- JC Williams Group
trust a friendrsquos recommendation over a criticrsquos review
87
- Marketing Sherpa
X
word-of-mouth conversation has the impact of 1
TV ads200
gt
itrsquos rapidly becoming mainstream23
on facebook325 million
Facebook has seen a 276 rise in 40- and 50-year-olds in last six months
on MySpace100 million
on Twitter40 million
Ellen wants a million followers
100 milliondaily views on YouTube
4000new Ning sites a day
50 millionpeople blog
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
What is social mediaWhy does it matter
The opportunity for brandsHow do we succeed
Sowhat exactly is social media
It is a conversation among and between your customers prospects employees fans critics and competition
J Potteiger Millennial Blogger
The new mantra
If you donrsquot create a community for us we will create the community ourselves
Prediction
In the future the successful brands will be those that learn to tap the potential of social media by embracing it finding new ways to do business realizing that content is their most important product and increasing openness and transparency
it looks like itrsquos happening in a lot of places
but itrsquos happening in a really lot of places
The Proliferation of Social Media
reasons social media matters
3
it has become an incredibly powerful influence
13
say consumer reviews are the 1 aid to buying decisions
91
- JC Williams Group
trust a friendrsquos recommendation over a criticrsquos review
87
- Marketing Sherpa
X
word-of-mouth conversation has the impact of 1
TV ads200
gt
itrsquos rapidly becoming mainstream23
on facebook325 million
Facebook has seen a 276 rise in 40- and 50-year-olds in last six months
on MySpace100 million
on Twitter40 million
Ellen wants a million followers
100 milliondaily views on YouTube
4000new Ning sites a day
50 millionpeople blog
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Sowhat exactly is social media
It is a conversation among and between your customers prospects employees fans critics and competition
J Potteiger Millennial Blogger
The new mantra
If you donrsquot create a community for us we will create the community ourselves
Prediction
In the future the successful brands will be those that learn to tap the potential of social media by embracing it finding new ways to do business realizing that content is their most important product and increasing openness and transparency
it looks like itrsquos happening in a lot of places
but itrsquos happening in a really lot of places
The Proliferation of Social Media
reasons social media matters
3
it has become an incredibly powerful influence
13
say consumer reviews are the 1 aid to buying decisions
91
- JC Williams Group
trust a friendrsquos recommendation over a criticrsquos review
87
- Marketing Sherpa
X
word-of-mouth conversation has the impact of 1
TV ads200
gt
itrsquos rapidly becoming mainstream23
on facebook325 million
Facebook has seen a 276 rise in 40- and 50-year-olds in last six months
on MySpace100 million
on Twitter40 million
Ellen wants a million followers
100 milliondaily views on YouTube
4000new Ning sites a day
50 millionpeople blog
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
J Potteiger Millennial Blogger
The new mantra
If you donrsquot create a community for us we will create the community ourselves
Prediction
In the future the successful brands will be those that learn to tap the potential of social media by embracing it finding new ways to do business realizing that content is their most important product and increasing openness and transparency
it looks like itrsquos happening in a lot of places
but itrsquos happening in a really lot of places
The Proliferation of Social Media
reasons social media matters
3
it has become an incredibly powerful influence
13
say consumer reviews are the 1 aid to buying decisions
91
- JC Williams Group
trust a friendrsquos recommendation over a criticrsquos review
87
- Marketing Sherpa
X
word-of-mouth conversation has the impact of 1
TV ads200
gt
itrsquos rapidly becoming mainstream23
on facebook325 million
Facebook has seen a 276 rise in 40- and 50-year-olds in last six months
on MySpace100 million
on Twitter40 million
Ellen wants a million followers
100 milliondaily views on YouTube
4000new Ning sites a day
50 millionpeople blog
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Prediction
In the future the successful brands will be those that learn to tap the potential of social media by embracing it finding new ways to do business realizing that content is their most important product and increasing openness and transparency
it looks like itrsquos happening in a lot of places
but itrsquos happening in a really lot of places
The Proliferation of Social Media
reasons social media matters
3
it has become an incredibly powerful influence
13
say consumer reviews are the 1 aid to buying decisions
91
- JC Williams Group
trust a friendrsquos recommendation over a criticrsquos review
87
- Marketing Sherpa
X
word-of-mouth conversation has the impact of 1
TV ads200
gt
itrsquos rapidly becoming mainstream23
on facebook325 million
Facebook has seen a 276 rise in 40- and 50-year-olds in last six months
on MySpace100 million
on Twitter40 million
Ellen wants a million followers
100 milliondaily views on YouTube
4000new Ning sites a day
50 millionpeople blog
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
it looks like itrsquos happening in a lot of places
but itrsquos happening in a really lot of places
The Proliferation of Social Media
reasons social media matters
3
it has become an incredibly powerful influence
13
say consumer reviews are the 1 aid to buying decisions
91
- JC Williams Group
trust a friendrsquos recommendation over a criticrsquos review
87
- Marketing Sherpa
X
word-of-mouth conversation has the impact of 1
TV ads200
gt
itrsquos rapidly becoming mainstream23
on facebook325 million
Facebook has seen a 276 rise in 40- and 50-year-olds in last six months
on MySpace100 million
on Twitter40 million
Ellen wants a million followers
100 milliondaily views on YouTube
4000new Ning sites a day
50 millionpeople blog
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
but itrsquos happening in a really lot of places
The Proliferation of Social Media
reasons social media matters
3
it has become an incredibly powerful influence
13
say consumer reviews are the 1 aid to buying decisions
91
- JC Williams Group
trust a friendrsquos recommendation over a criticrsquos review
87
- Marketing Sherpa
X
word-of-mouth conversation has the impact of 1
TV ads200
gt
itrsquos rapidly becoming mainstream23
on facebook325 million
Facebook has seen a 276 rise in 40- and 50-year-olds in last six months
on MySpace100 million
on Twitter40 million
Ellen wants a million followers
100 milliondaily views on YouTube
4000new Ning sites a day
50 millionpeople blog
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
reasons social media matters
3
it has become an incredibly powerful influence
13
say consumer reviews are the 1 aid to buying decisions
91
- JC Williams Group
trust a friendrsquos recommendation over a criticrsquos review
87
- Marketing Sherpa
X
word-of-mouth conversation has the impact of 1
TV ads200
gt
itrsquos rapidly becoming mainstream23
on facebook325 million
Facebook has seen a 276 rise in 40- and 50-year-olds in last six months
on MySpace100 million
on Twitter40 million
Ellen wants a million followers
100 milliondaily views on YouTube
4000new Ning sites a day
50 millionpeople blog
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
it has become an incredibly powerful influence
13
say consumer reviews are the 1 aid to buying decisions
91
- JC Williams Group
trust a friendrsquos recommendation over a criticrsquos review
87
- Marketing Sherpa
X
word-of-mouth conversation has the impact of 1
TV ads200
gt
itrsquos rapidly becoming mainstream23
on facebook325 million
Facebook has seen a 276 rise in 40- and 50-year-olds in last six months
on MySpace100 million
on Twitter40 million
Ellen wants a million followers
100 milliondaily views on YouTube
4000new Ning sites a day
50 millionpeople blog
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
say consumer reviews are the 1 aid to buying decisions
91
- JC Williams Group
trust a friendrsquos recommendation over a criticrsquos review
87
- Marketing Sherpa
X
word-of-mouth conversation has the impact of 1
TV ads200
gt
itrsquos rapidly becoming mainstream23
on facebook325 million
Facebook has seen a 276 rise in 40- and 50-year-olds in last six months
on MySpace100 million
on Twitter40 million
Ellen wants a million followers
100 milliondaily views on YouTube
4000new Ning sites a day
50 millionpeople blog
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
trust a friendrsquos recommendation over a criticrsquos review
87
- Marketing Sherpa
X
word-of-mouth conversation has the impact of 1
TV ads200
gt
itrsquos rapidly becoming mainstream23
on facebook325 million
Facebook has seen a 276 rise in 40- and 50-year-olds in last six months
on MySpace100 million
on Twitter40 million
Ellen wants a million followers
100 milliondaily views on YouTube
4000new Ning sites a day
50 millionpeople blog
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
word-of-mouth conversation has the impact of 1
TV ads200
gt
itrsquos rapidly becoming mainstream23
on facebook325 million
Facebook has seen a 276 rise in 40- and 50-year-olds in last six months
on MySpace100 million
on Twitter40 million
Ellen wants a million followers
100 milliondaily views on YouTube
4000new Ning sites a day
50 millionpeople blog
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
itrsquos rapidly becoming mainstream23
on facebook325 million
Facebook has seen a 276 rise in 40- and 50-year-olds in last six months
on MySpace100 million
on Twitter40 million
Ellen wants a million followers
100 milliondaily views on YouTube
4000new Ning sites a day
50 millionpeople blog
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
on facebook325 million
Facebook has seen a 276 rise in 40- and 50-year-olds in last six months
on MySpace100 million
on Twitter40 million
Ellen wants a million followers
100 milliondaily views on YouTube
4000new Ning sites a day
50 millionpeople blog
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Facebook has seen a 276 rise in 40- and 50-year-olds in last six months
on MySpace100 million
on Twitter40 million
Ellen wants a million followers
100 milliondaily views on YouTube
4000new Ning sites a day
50 millionpeople blog
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
on MySpace100 million
on Twitter40 million
Ellen wants a million followers
100 milliondaily views on YouTube
4000new Ning sites a day
50 millionpeople blog
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
on Twitter40 million
Ellen wants a million followers
100 milliondaily views on YouTube
4000new Ning sites a day
50 millionpeople blog
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Ellen wants a million followers
100 milliondaily views on YouTube
4000new Ning sites a day
50 millionpeople blog
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
100 milliondaily views on YouTube
4000new Ning sites a day
50 millionpeople blog
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
4000new Ning sites a day
50 millionpeople blog
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
50 millionpeople blog
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
39subscribe to an RSS feed
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Finally theyrsquore not just visiting
According to the study 668 of Internet users across the globe accessed ldquomember communitiesrdquo last year compared to 651 for email
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
33 itrsquos transferring the definition of brand from the organization to the individuals and communities
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Once upon a time BRAND
CONSUMER
Advertising
CRM
Distribution
Packaging
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
BRANDUntil recently
CONSUMER
Advertising
CRM
Distribution
Packaging
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
httpwwwyour name herecom
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Todayrsquos reality
BRAND
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
BRAND
Todayrsquos reality
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Consumersare becoming the medium
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Consumers are creating their own communities
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Consumers arecelebrating their interests
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Consumers are deciding whetheror not to join a brand
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Consumersare becoming the filter
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Consumers are relying on each other
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Consumers are seeking new sources of content
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Consumers are becoming the distribution channel
Sharing httptinyurlcomcdmshe
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Consumers are hijacking the conversation
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Consumers are even hijacking the brand
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
5 opportunities
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
itrsquos an opportunity to
listenengageinspirebuildmobilize
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
you can learn a lot from conversations
what people thinkwhat matters to them
how they feel about you
listen
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
you have the chance to converse share ideas ask questions get feedback and build trust
engage
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
you can support what people believe in get behind an initiative offer support for a cause or activity
inspire
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
you can acquire a fan base a following people who might pay attention listen feel good about what yoursquore doing
build
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
and finally you might even get them to work on your behalf recommend your service say something good about you
mobilize
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
how does YOUR BRAND succeed
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Donrsquot start with the platformStart with the relationship
15
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
know your customer25
spectator
critic joiner
collectorcreator
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
blogosphere
Blogs are driving traffic to
the content channels
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
social networks
35 engineer your presence
searchChannel content is posted to profiles
Profiles drive traffic to the content
channels
Everything drives to the mother site
httpwww your name herecom
social content
Blogs will drive traffic and
members to the profiles
Original content and utility
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
blogosphere
search
social content
35
social networks
engineer your presence
Original branded content and utility
Channel content is
promoted and posted to
blogs
Profiles are promoted to the blogs
Friends and fans join your network
Channel content is posted to profiles
Profiles drive traffic to the content
channels
Blogs will drive traffic and
members to the profiles
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
45make friends with the
right people
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
55be generous with relevant informative content and utility
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Build a clubhouse
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Invent a new program
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Introduce your customers to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Bring content to the community
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Build a virtual laboratory
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Connect your customers to new sources of information
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Create a shared experience
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Bring the best entertainment to the party
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Come right out and ask people to be helpful
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
And always remember thing1
Social media is not a program or a campaign or a platform or an execution
It is a commitment
Social media is not a program or a campaign or a platform or an execution
It is a commitment