running usa 2010 presentation
DESCRIPTION
My second time presenting to Running USA.TRANSCRIPT
![Page 1: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/1.jpg)
Photo: flickr.com/josiahmackenzie
Social Media TodayMeeting Challenging TimesRunning USAFebruary 2, 2010
![Page 2: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/2.jpg)
It’s been a year.What’s new?
2
![Page 3: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/3.jpg)
3
![Page 4: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/4.jpg)
Quantified Runner Usage
4
![Page 5: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/5.jpg)
5
![Page 6: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/6.jpg)
6
Was 52%
Was 13%
Was 19%
![Page 7: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/7.jpg)
Mobile Social Media
7
![Page 8: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/8.jpg)
What can you do with a mobile device?
8
• Make phone calls• Text• Email• Take photos• Record video & audio
![Page 9: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/9.jpg)
What can you do with a mobile device?
9
• Make phone calls• Text• Email• Take photos• Record video & audio• Access the Internet• Download apps• Tell your location
![Page 10: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/10.jpg)
10
• 235 million US subscribers
• 68 million mobile internet users
• 21 million mobile social network users
![Page 11: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/11.jpg)
11
• Take photos• Capture video• Share photos and
video• Access social
networks/blogs
![Page 12: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/12.jpg)
Geolocation
12
![Page 13: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/13.jpg)
“Geolocation is the identification of the real-world geographic
location of an Internet-connected computer, mobile
device, website visitor or other.”
-Wikipedia13
![Page 14: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/14.jpg)
“Simply put, location changes everything.This one input—our coordinates—has thepotential to change all the outputs. Where
we shop, who we talk to, what we read,what we search for, where we go—they all
change once we merge location and the Web.”
—Mathew Honan, contributing editor, Wired,January 19, 2009
14
![Page 15: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/15.jpg)
Foursquare
15
• Part friend-finder, social city-guide and game
• iPhone, Android, Palm Pre, SMS, Web, mobile web (BlackBerry app in beta)
• Google Maps, nearby tweets, tips, to-do’s
• Mayorships• Badges
![Page 16: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/16.jpg)
Yelp
• More social-network-like (user profiles)
• 1.25 million iPhone app users• Rewards, leader board,
incentives• Augmented reality
functionality (Monocle)
16
![Page 17: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/17.jpg)
17
![Page 18: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/18.jpg)
Platform Explosion!
18
![Page 19: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/19.jpg)
19
![Page 20: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/20.jpg)
What hasn’t changed?
20
![Page 21: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/21.jpg)
Conversations that build mutually beneficial relationships between
companies and stakeholders.
21
![Page 22: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/22.jpg)
Markets are relationships.Relationships depend on conversations.
Conversations are fire.Social media is arson.
22
![Page 23: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/23.jpg)
23
Engagement
Social Media Reinforcing Goals
EndorsementEvangelism
![Page 24: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/24.jpg)
4 Principles
24
![Page 25: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/25.jpg)
THEM, NOT USThe best advertising is not us talking about us. It’s other people talking about us. Make
conversations about the consumer first.
25
![Page 26: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/26.jpg)
![Page 27: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/27.jpg)
BE WHERE CONSUMERS ARE
Find your evangelists. Know where your target consumers congregate and converse.
Contribute to those communities and conversations first.
27
![Page 28: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/28.jpg)
28
![Page 29: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/29.jpg)
29
![Page 30: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/30.jpg)
SHOW SIGNS OF LIFEIntegrate and promote social content
throughout your digital presence.
30
![Page 31: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/31.jpg)
People!
31
![Page 32: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/32.jpg)
ACTION TRUMPS EYEBALLS
Aim for engagement, endorsement and evangelism. Design for action and
interaction. Think hearts and minds, not just eyeballs.
32
![Page 33: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/33.jpg)
33
![Page 34: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/34.jpg)
34
![Page 35: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/35.jpg)
35
![Page 36: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/36.jpg)
36
![Page 37: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/37.jpg)
3 StepSocial Media
Strategy
37
![Page 38: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/38.jpg)
Listen & LearnPlan
Engage
38
![Page 39: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/39.jpg)
Listen & LearnPlan
Engage
39
![Page 40: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/40.jpg)
40
Spark Social Media Monitoring, Analysis & Metrics
6.4.2009
© S P I R A L 1 6 L L C
![Page 41: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/41.jpg)
Listen & LearnPlan
Engage
41
![Page 42: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/42.jpg)
Integrate
42
![Page 43: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/43.jpg)
43
Channel
Paid
Owned
Earned
Definition
Pay to leverage the channel
Brand controls majority of content
Fans are the channel
Examples
Paid searchAdvertising
Sponsorships
Web siteMicrosites
Facebook & Twitter
Blogger outreachSeeding programs
Forum participation
![Page 44: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/44.jpg)
Set Objectives, Strategies and Measurement
44
![Page 45: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/45.jpg)
45Source: Forrester
![Page 46: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/46.jpg)
46Source: Forrester
![Page 47: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/47.jpg)
47Source: Forrester
![Page 48: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/48.jpg)
Listen & LearnPlan
Engage
48
![Page 49: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/49.jpg)
49
TALKING
![Page 50: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/50.jpg)
50
![Page 51: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/51.jpg)
51
![Page 52: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/52.jpg)
52
ENERGIZING
![Page 53: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/53.jpg)
53
Lee Fit Ambassadors• Identified 28 bloggers based on 3 criteria:
• Content: Was the blogger writing about fashion for everyday women?
• Engagement: How do her readers respond? Did she acquire multiple comments each time she posted?
• Influence: Did she have solid site traffic? What was their Technorati Authority and Rank?
![Page 54: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/54.jpg)
54
1. Momma’s Review www.mommasreview.com
2. A Mommy Story www.amommystoryreviews.blogspot.com
3. Intricate Art www.intricateart.com
4. Posh Glam www.poshglam.com
5. Cool Moms Rule www.coolmomsrule.blogspot.com
6. Your Style Star www.yourstylestar.com
7. All American Mommy www.allamericanmommy.blogspot.com
8. Domestic Chicky www.domestic-chicky.com
9. Karla’s Krazy Life www.karlaskrazylife.blogspot.com
10. Workout Mommy www.workoutmommy.com
11. Mommy Goggles www.mommygoggles.com
12. Mom’s Favorite Stuff www.momsfavoritestuff.com
13. Savvy Housewife www.savvyhousewife.com
14. Mamanista www.mamanista.com
15. Therapeutic Reviews and Giveaways www.themomreviews.com
16. The Domestic Diva www.thedomesticdiva.org
17. Blissfully Domestic www.blissfullydomestic.com
18. Mommin’ it Up www.momminitup.com
19. Motherhood Uncensored www.motherhooduncensored.typepad.com
20. Sarcastic Mom www.sarcasticmom.com
Response “What an amazing opportunity, I
appreciate the offer - and accept!”
“WOW! you aren't kidding - what an awesome
thing! I definitely want to be a part of this.”
![Page 55: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/55.jpg)
55
![Page 56: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/56.jpg)
56
Blog with integrity
![Page 57: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/57.jpg)
57
SUPPORTING
![Page 58: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/58.jpg)
58
![Page 59: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/59.jpg)
59
EMBRACING
![Page 60: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/60.jpg)
60
![Page 61: Running Usa 2010 Presentation](https://reader034.vdocuments.site/reader034/viewer/2022042713/5484077bb4af9fda438b48f6/html5/thumbnails/61.jpg)
61