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SOCIAL MEDIA
MARKETING
Mike Klein @dezguy
Wednesday, October 27, 2010

SOCIAL MEDIA FEAR?

REAL FEAR

EXPLOSION OF
COMMUNICATIONS

WENT FROM BEING
CONNECTED...

TO BEING
BOMBARDED

WILDLY
INTERCONNECTED.
EXTREMELY
COMPLICATED

INFANCY
WE ARE ALL INFANTS

TWOTOOLS

TWO DIFFERENT APPROACHES

THE FUNNEL AS
THE MODEL FOR
MARKETING

POUR PEOPLE INTHETOP
CUSTOMERS COME OUTTHE BOTTOM

BASED ON INTERRUPTING

FOR aLONGTIMETHIS WORKED
IT WAS
EASY.
IT WORKED.
PEOPLE
LISTENED.

EVERYONE
MADE MONEY;
UNTIL....

PEOPLE
TUNED
OUT

WETRIED
BIGGER
MEGAPHONES

WE PUMPED
UPTHE
VOLUME

ANDTHE FILTERS
GET STRONGER

WE GET EVEN MORE
DESPERATE

SOCIAL MEDIA SAVIOUR

BUT SOCIAL MEDIA
IS HURTING....

THE FUNNEL
ISN’T
WORKING AS
WELL AS IT
ONCE DID.

IT’S EASY FOR PEOPLETO
‘UNFOLLOW’

EACH NEW STATUS UPDATE ADDS CLUTTER
AMOUNT OF ATTENTION STAYSTHE SAME

FIRE AND FORGET
WAS EASY.

SOCIAL
MEDIATAKES
EFFORT

YOU
ACTUALLY
NEEDTO CARE

TREATING
THE NEW
LIKETHE
OLD IS A
BANDAID
SOLUTION

UNCHARTERED WATERS
THESE ARE
UNCHARTED
WATERS

NECESSITY ISTHE MOTHER OF
INVENTION - PLATO
NECESSITY IS
THE MOTHER
OF INVENTION
- PLATO
WE NEEDTO RETHINK
THE MODEL

Source: Flickr.com zoomar
NEEDTO ACCOUNT FOR
PERMISSION ANDTRUST

WHAT MADETHIS
FOOTBALL FAN
THIS WAY?

WAS HE
BORN LIKE
THIS?

TURN STRANGERS INTO FRIENDS
FRIENDS INTO CUSTOMERS
CUSTOMERS INTO SUPPORTERS

EACH
STEP
TAKES
EFF
ORT

EACH
STEP
BUILDS
TRUST AND
PERMISSION

TIMETO GET RICK
ROLLED

FROM COMMUNITY
TO CROWD

FROM CROWDTO
CONGREGATION

FROM CONGREGATION
TO COMMITTED

FROM COMMITTED
TO CORE

Source: Flickr.com, rileyroxx
FROM CONGREGATION
TO COMMITTED

Source: Flickr.com d.j.k.
FROM CONGREGATION
TO COMMITTED

Source: Flickr.com Fanboy 30
FROM COMMITTED
TO CORE

Source: Flickr.com, korona-pl
FROM CONGREGATION
TO COMMITTED

Source: Flickr.com, wsilverSource: Flickr.com Chris & Shelley Mallinson
FROM COMMITTED
TO CORE

DISCRETE STEPS

GOAL ISTO INCREASE
COMMITMENT

BUILD ADVOCATES (FANS,
FOLLOWERS, FANATICS)

BUILDING AN ARMY

EVERYONE IS CONNECTED

YOU WANTYOUR
NETWORK’S NETWORKS

YOUR FANS BRINGTHEIR
NETWORKS WITHTHEM

RECRUITING FORYOU.

FANS BEGET
MORE FANS

YOUR MARKETING
PLATFORM GROWS

YOU’LL
HAVE AN
AUDIENCE
IFYOU DO IT RIGHT...

CONVERSE WITHYOU
AND
SOMEBODY
TOTALK
WITH

WHO WILL SPREAD
YOUR MESSAGE

HELPYOU HELP OTHERS
AND WILL BE THERE
TO HEPYOU...

+ Revenue+ Goodwill - Expenses
OUTCOMES
YOU CANTAKE
TOTHE BANK

BUTYOU NEEDTHE RIGHTTOOL FORTHE JOB

ANDYOU USETHE
MODELTO SELECT
TOOLS.

TO BUILDYOUR CORE

HOW DO
YOU FORM
A CROWD?

SOMETHINGTO
GATHER AROUND

ANDYOU NEED SOME PEOPLE...

YOU COULD
USE A BLOG...

A CONGREGATION
NEEDS SOMETHING
TO BELIEVE INWednesday, October 27, 2010

THEY NEED
COMMITMENT

THEY NEED
BELONGING

SHOUTING
FROM OUTSIDETHE
CAMPFIRE CIRCLE DOESN’T
WORK

IT’S ABOUT MOVING
FROM CONTROL...

...TO INFLUENCE.

FROM INTERRUPTING...

...TO PERMISSION

FROMTALKING AT....

....TOTALKING WITH.

FROM BEING CLOSED....

TO BEING OPEN,
TRANSPARENT,
ACCOUNTABLE.

IT’S ABOUT
ADDING
VALUE,
BEING
HELPFUL,
BEING
GENEROUS

BRINGING BEERTOTHE
CAMPFIRE IS ONE WAY
TO GET A SEAT.

WE LOVETOTALK
ABOUT OURSELVES

MANY PERSONALITIES
MANY BEHAVIOURS

DON’T BE AFRAIDTO ASK FOR
COMMITMENT

Moving People from the Congregation to the Committed
GETYOUR CONGREGATION
COMMITTED

LOOK FOR OPPORTUNITIES
TO MOVE PEOPLETOTHE CORE

THE OUTCOMES ARETANGIBLE

PERHAPS OUT OF STUPIDITY?

YEARS OFTEARS, CHEERS AND BEERS

HOWYOU
MEASURE
SUCCESS IS
DEFINED BYTHE
OBJECTIVE.

CLOWNS ARE
SCAREY...NOT
SOCIAL MEDIA

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