The Slides from my talk at Web Content 2010 - The conference from Duo Consulting - June 6th and 7th at Gleacher Center in Chicago.

1. Real Social Media Brand Management
Beyond The Buzz & Into Reality
Saturday, June 5, 2010

2. LET’S
CONNECT
@Robert_Rose
#wcconf
Robert@bigbluemoose.net
www.adaptivemarketer.com
Saturday, June 5, 2010

3. What Do Marketers Want
From Social Media?
Saturday, June 5, 2010

4. Sanity.
Saturday, June 5, 2010

5. Saturday, June 5, 2010

6. Saturday, June 5, 2010

7. Saturday, June 5, 2010

8. Get Beyond The Buzz
And Into Reality
Saturday, June 5, 2010

9. “Sometimes you
just have to say WTF...”
“I deal in human fulfillment”
A well implemented
social media
brand management process
is the power to do both.
Saturday, June 5, 2010

10. WHAT WE’LL
TALK ABOUT
Web
1. What Social Media Is and Isn’t....
2. The 3’s... 3 Myths - 3 Case Studies & 3 Months To A Process
3. Let’s Make It Real.... How To Get Started...
4. One Present....
Saturday, June 5, 2010

11. Okay... Now For Some Hype
Saturday, June 5, 2010

12. YES.. IT’S A GAME
CHANGER
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
Saturday, June 5, 2010

13. AND SO IS YOUR MOM
67% of Boomers visit Social Sites
34% respond to content online
25% are members of social network
Fastest growing demographic on FB
Saturday, June 5, 2010

14. BUT HERE’S THE
THING...
4% of our media budget
Display Ads
Search Traditional “Media” is not
Ad Nets at the heart of Social Media.
Portals
Social Media It’s about one thing.....
Data Brokers
Mobile
email
Content......
In Game
0 8 15
23 Razorfish Outlook Report 2010
30
Saturday, June 5, 2010

15. 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

16. SOCIAL WEB IS NOT...
- 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
Saturday, June 5, 2010

17. SOCIAL WEB IS NOT...
A conversation....
It’s where the conversation
happens.....
So.... the real question is:
Saturday, June 5, 2010

18. HOW DO I MAKE IT REAL?
3 Myths....
3 Case Studies....
3 Months to a successful
process
Saturday, June 5, 2010

19. MYTH #1
PEOPLE ON SOCIAL
WEB ARE ALWAYS:
Transparent
Inclusive
Engaging
Sincere
Truthful
Positive...
Saturday, June 5, 2010

20. REALITY - THESE ARE PEOPLE
They can be just as...
Duplicitous
Evil
Close-minded
Argumentative
Stupid
Negative...
as any other conversation
Saturday, June 5, 2010

21. NESTLE VS. GREENPEACE
Who’s on the business end of your leash?
Saturday, June 5, 2010

22. SOUTHWEST
VS. KEVIN SMITH
Even when we’re prepared - we
can stumble
What to do in a world where
there is a Twitterati class that
can affect your brand
Communicate. Iterate. Manage.
Saturday, June 5, 2010

23. MYTH #2
SOCIAL MEDIA - YOU’RE DOING IT WRONG
There’s not one
way to have a conversation
and......
There’s not one way to
succeed in social marketing
Saturday, June 5, 2010

24. REALITY
THERE IS NO “WRONG”
VS
Followers: 125, 637 Followers: 138,348
Following: 18,503 Following: 120,831
Impact: 63 Impact: 50
Engagement: 50.3
Engagement: 2.1
Generosity: 20.2
Generosity: 74.4 Velocity: 71.2
Twitalyzer 5/31/10
Saturday, June 5, 2010

25. MYTH #3
SOCIAL MEDIA =
ONLY AWARENESS
MARKETING
Reality: Social media can be part of
the traditional lead-gen funnel.
But the real power for marketers
is in the new marketing
funnel
And it can - and should
be measured...
Saturday, June 5, 2010

26. 3
SOCIAL WEB
BRAND MANAGEMENT
CASE STUDIES
It doesn’t have to be huge
It doesn’t have to be transparent
It doesn’t have to be all encompassing
Saturday, June 5, 2010

27. SIZE DOESN’T MATTER
EHTP - Small Non-Profit Small team, blog, Facebook, Twitter and
(6 People) content.
Won 1st Round of Chase Now: 800+ Facebook Fans and
Community Giving growing and $65,000 richer.
Saturday, June 5, 2010

28. YOUR BRAND:
IT DOESN’T HAVE TO
BE TRANSPARENT
Social Brand Management
Country music legend
Dwight Yoakam
Publishing platform
micro-appearances
(instead of Tonight Show).
Use Social Nets to build a
community. To “stay-in-touch”
with the fan base
Saturday, June 5, 2010

29. YOUR BRAND:
IT DOESN’T HAVE TO BE ALL
ENCOMPASSING
Wal-mart uses eleven-moms
To just provide a community
For moms.
Started organically - just
Moms talking about products.
Wal-mart embraced and
Helped them launch…
Saturday, June 5, 2010

30. 3
MONTHS TO A SUCCESSFUL
BRAND MANAGEMENT PROGRAM
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….
Saturday, June 5, 2010

31. ONE PRESENT
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
Saturday, June 5, 2010

32. THANK
YOU
@Robert_Rose
Robert@bigbluemoose.net
www.adaptivemarketer.com
Saturday, June 5, 2010

33. Photo Credits:
Maison Bisson
http://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/
Saturday, June 5, 2010