1. The Groundswell
The Social Web
The Interactive Internet
Social Media
Monday, September 23, 13

2. social media in the news...
Monday, September 23, 13

3. Monday, September 23, 13

4. Web 1.0
get noise
• read content
• paid content
• move to digital
• static sites
• push content
• eCommerce
Monday, September 23, 13

5. Web 1.0
get noise
• read content
• paid content
• move to digital
• static sites
• push content
• eCommerce
Web 2.0
make noise
• user generated
• interactivity/sharing
• connectivity
• pull content/free
• social networking
• streaming audio
• streaming video
Monday, September 23, 13

6. Web 1.0
get noise
• read content
• paid content
• move to digital
• static sites
• push content
• eCommerce
Web 2.0
make noise
• user generated
• interactivity/sharing
• connectivity
• pull content/free
• social networking
• streaming audio
• streaming video
Web 3.0
filter noise
• real-time
• ubiquitous (always
connected)
• location aware
• sensors
• tailored (smaller
screen)
• high-quality camera &
audio
Monday, September 23, 13

7. The Evolution of the Web…
Web 1.0
get noise
• read content
• paid content
• move to digital
• static sites
• push content
• eCommerce
Web 2.0
make noise
• user generated
• interactivity/sharing
• connectivity
• pull content/free
• social networking
• streaming audio
• streaming video
Web 3.0
filter noise
• real-time
• ubiquitous (always
connected)
• location aware
• sensors
• tailored (smaller
screen)
• high-quality camera &
audio
Monday, September 23, 13

8. Discovering, inventing
and sharing with blinding
speed all over the globe.
Markets are
conversations.
Conversations are
natural, open, honest,
direct, funny, shocking...
and human.
Monday, September 23, 13

9. What’s a fan?
Monday, September 23, 13

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15. LEGOs as a creative medium
Adult Fans - $2,000/year in LEGOs
Current fan base, active community
LEGO Ambassadors
Ambassadors:
- Builds relationships & 2-way
communications
- Help spread info about new products to
their networks
Jake McKee & AFOLs
Monday, September 23, 13

16. 3000 pieces
$300
“You’re Insane!”
Monday, September 23, 13

17. Monday, September 23, 13

18. People Creating: blogs
People Connecting: social networks
People Collaborating: wikis
People Reacting: forums, ratings and reviews
People Organizing Content: tags
Monday, September 23, 13

19. I trust people like me
• Blogs influence purchases
• Blogs play a critical role in decision
making
• Blogs have similar impact to a
personal recommendation from a
friend
http://www.marketingcharts.com/online/blogs-influence-consumer-purchases-more-than-
social-networks-6616/
Monday, September 23, 13

20. I want to engage with
brands
• 36% of online customers think
more positively about a
company that has a blog
• Marketing, public relations and
customer service are
converging. Customers expect
to be heard.
• 56% of customers feel better
about companies and their
brands when they can interact
with them through social
media.
• 57% feel better served
Monday, September 23, 13

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22. Objection #5
These social media tools are just a
fad.Why spend the time/money?
Monday, September 23, 13

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28. http://blogs.forrester.com/groundswell/2008/10/new-2008-social.html
Monday, September 23, 13

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30. Objection #4:
Social media is
great for
companies
trying to reach
teens... but our
customers
aren’t using it.
Monday, September 23, 13

31. The average age of
users on every
major social
network... over 35.
Women outnumber
men on nearly every
social network and
social media site.
Monday, September 23, 13

32. The Marketing Funnel
Monday, September 23, 13

33. The Marketing Funnel
Monday, September 23, 13

34. Objection #3:
People hide behind
social media as a
tool to be mean,
rude and critical of
our organization.
Monday, September 23, 13

35. You’re right! And they are going to complain whether
you are listening and responding or not.
Social Media is a Convergence of PR,
Marketing and Customer Service
Monday, September 23, 13

36. Need better example. Maybe red cross
Monday, September 23, 13

37. Objection #2:
It takes too much time &
staff expertise that we
just don’t have.
Monday, September 23, 13

38. get training, get help, dedicate resources and commit
Monday, September 23, 13

39. What not to do:
- Don’t hand your social media over to an intern
- Don’t be afraid to try stuff out
- Don’t jump in without trying it for yourself with
personal accounts first.
Monday, September 23, 13

40. Objection #1:You can’t measure
social media, so how will we
know if it’s worth the time/
money/effort/angst?
Monday, September 23, 13

41. The Trinity of Measurement
Interest
Attitudes
Action
Monday, September 23, 13

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