web content 2010 social media brand management beyond the buzz and into reality
DESCRIPTION
The Slides from my talk at Web Content 2010 - The conference from Duo Consulting - June 6th and 7th at Gleacher Center in Chicago.TRANSCRIPT
Real Social Media Brand ManagementBeyond The Buzz & Into Reality
Saturday, June 5, 2010
LET’S CONNECT
@Robert_Rose#wcconf
www.adaptivemarketer.com
Saturday, June 5, 2010
What Do Marketers WantFrom Social Media?
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Sanity.
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Get Beyond The Buzz
And Into Reality
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“Sometimes youjust have to say WTF...”
“I deal in human fulfillment”
A well implementedsocial media
brand management process is the power to do both.
Saturday, June 5, 2010
WHAT WE’LL TALK ABOUT
1. What Social Media Is and Isn’t....2. The 3’s... 3 Myths - 3 Case Studies & 3 Months To A Process3. Let’s Make It Real.... How To Get Started...4. One Present....
Web
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Okay... Now For Some Hype
Saturday, June 5, 2010
80 Million millennials born 1982+
They’re almost 30! Shock!
They already outnumber Boomers
70% of them use social networking
73% of them have a Facebook profile
YES.. IT’S A GAME CHANGER
Saturday, June 5, 2010
67% of Boomers visit Social Sites
34% respond to content online
25% are members of social network
Fastest growing demographic on FB
AND SO IS YOUR MOM
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4% of our media budget
Traditional “Media” is notat the heart of Social Media. It’s about one thing.....
Content......
BUT HERE’S THE THING...
Razorfish Outlook Report 2010
0 8 15 2330
Display Ads
Search
Ad Nets
Portals
Social Media
Data Brokers
Mobile
In Game
Saturday, June 5, 2010
Last year was a Web 2.0 Induced Haze….
2010 / 2011 has to be different....
It’s time to bring order to the chaos...
Saturday, June 5, 2010
- Advertising - Traditional Lead Generation - Brand Awareness - SEO - Content Marketing
It’s like butter.... by itself it doesn’t taste right... But if makes everything so much
SOCIAL WEB IS NOT...
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SOCIAL WEB IS NOT...A conversation....
It’s where the conversationhappens.....
So.... the real question is:
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3 Myths....
3 Case Studies....
3 Months to a successful process
HOW DO I MAKE IT REAL?
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Transparent
Inclusive
Engaging
Sincere
Truthful
Positive...
MYTH #1PEOPLE ON SOCIAL WEB ARE ALWAYS:
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They can be just as...
DuplicitousEvilClose-mindedArgumentativeStupidNegative...
as any other conversation
REALITY - THESE ARE PEOPLE
Saturday, June 5, 2010
NESTLE VS. GREENPEACE
Who’s on the business end of your leash?
Saturday, June 5, 2010
SOUTHWEST VS. KEVIN SMITH
Even when we’re prepared - we can stumble
What to do in a world where there is a Twitterati class thatcan affect your brand
Communicate. Iterate. Manage.
Saturday, June 5, 2010
There’s not oneway to have a conversation
and......
There’s not one way tosucceed in social marketing
MYTH #2SOCIAL MEDIA - YOU’RE DOING IT WRONG
Saturday, June 5, 2010
VS
Followers: 125, 637Following: 18,503Impact: 63Engagement: 2.1Generosity: 74.4
Followers: 138,348Following: 120,831Impact: 50Engagement: 50.3Generosity: 20.2Velocity: 71.2
REALITYTHERE IS NO “WRONG”
Twitalyzer 5/31/10
Saturday, June 5, 2010
MYTH #3SOCIAL MEDIA =
ONLY AWARENESSMARKETING
Reality: Social media can be part ofthe traditional lead-gen funnel.
But the real power for marketersis in the new marketingfunnel
And it can - and shouldbe measured...
Saturday, June 5, 2010
It doesn’t have to be huge
It doesn’t have to be transparent
It doesn’t have to be all encompassing
3SOCIAL WEB
BRAND MANAGEMENTCASE STUDIES
Saturday, June 5, 2010
EHTP - Small Non-Profit(6 People)
Won 1st Round of ChaseCommunity Giving
Small team, blog, Facebook, Twitter and content.
Now: 800+ Facebook Fans and growing and $65,000 richer.
SIZE DOESN’T MATTER
Saturday, June 5, 2010
Social Brand ManagementCountry music legendDwight Yoakam
Publishing platformmicro-appearances(instead of Tonight Show).
Use Social Nets to build a community. To “stay-in-touch”with the fan base
YOUR BRAND: IT DOESN’T HAVE TO
BE TRANSPARENT
Saturday, June 5, 2010
Wal-mart uses eleven-momsTo just provide a communityFor moms.
Started organically - justMoms talking about products.Wal-mart embraced and Helped them launch…
YOUR BRAND:IT DOESN’T HAVE TO BE ALL
ENCOMPASSING
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A. LISTENING… The most important first step in any conversation B. Objective/Goal (Awareness? Loyalty? SEO?) C. Understand Your Customer (Social Graphics – where are they?)D. Governance: Your Internal Structure – (Distributed, Central, Coordinated)E. Define Your Process (who listens, who speaks)F. Define Your Roles (social process, community manager)G. Then…. Tools….H. Rollout…. Measure… Iterate….
3MONTHS TO A SUCCESSFUL
BRAND MANAGEMENT PROGRAM
Saturday, June 5, 2010
A. 90 Social Web Brand Management Implementation Plan
B. List of resources social media analytics sites and other tools
C. Social Media Governance questionnaire - for your policy making pleasure
Slidshare:http://www.slideshare.net/BigBlueMoose/social-web-implementation-plan
ONE PRESENT
Saturday, June 5, 2010
THANKYOU
@Robert_Rose
www.adaptivemarketer.com
Saturday, June 5, 2010
Maison Bissonhttp://www.flickr.com/photos/hamed/http://www.flickr.com/photos/elisamoro/4406457524/http://www.flickr.com/photos/mvjantzen/3400081793/http://www.flickr.com/photos/paulobrandao/3073485075/http://www.flickr.com/photos/maisonbisson/201844037/http://www.flickr.com/photos/sylvainbourdos/3307647438/http://www.flickr.com/photos/28326381@N02/3022115992/http://www.flickr.com/photos/timcummins/220629629/http://www.flickr.com/photos/imagination_indie/2405244526/http://www.flickr.com/photos/americanvirus/3393642983/http://www.flickr.com/photos/sharif/2177051725/sizes/l/
Photo Credits:
Saturday, June 5, 2010