Prepared for the 2010 Social Media Summit at Cisco by Kenny Lauer of GPJ, this idea-crammed presentation weaves in and out of tips to be used immediately, strategies to implement and eye-opening social media nuggets for future thinking. It covers such things as: ways to use social media now, tips and tricks to “step up” your social media efforts, new dimensions on how to think about social media, and discussion about the future of social media.
3. Live from New York, it’s…
1
Listen
Act
Win
8.68 on USA TODAY’s Ad meter poll 12 million Viewers SNL
4. 1
Listen
Act
Win
“…the voice of one person is no longer “statistically
insignificant” and that collectively we can improve the world
one experience at a time.” –Dave Carroll
http://bit.ly/smslauer1
5. It’s Important to Be Seen
2
“Sawa Bona”
[I see you]
“Sik Bona”
[I am here]
Written by Flavio Gikovate –psychoanlyst. Chris M
6. It’s Important to Be Seen
2
“Sawa Bona”
[I see you]
“Sometimes you want to go
Where everybody knows your name,
And they're always glad you came”
http://media.80stees.com/images/products/Cheers_Norm-T.jpg
7. 3
Best
Asset of
What is your company’s every
MOST valuable asset? company
7
11. Corporate Control is a Myth
4
“…They [ your customers ] are redefining for
themselves that brand you spent millions of dollars, or
hundreds of millions of dollars, creating.”
-- Groundswell: Winning in a World Transformed by Social Technologies,
J. Bernoff and C. Li
12. funnel
Corporate Control is a Myth
4
Corporate Control is a Myth
“No, I'm simply saying that life, uh…finds a way”
13. Our old friend “The Funnel”
5
The Good
OL’ Days
http://birdahonk.com/domains/birdahonk/files/Rethinking%20The
%20Funnel.gif
15. The New Funnel
Virtual Event
5
FourSquare Forums
SMS
Podcast Friends
The Good
Iphone App
Viral Mkt OL’ Days
Competitor Site
Google
Virtual Event Blog
Widget Video
You Tube Yelp
Facebook
Tweetstream Flickr Picts
Know our customers
16. Don’t ask a social media expert if you should blog
or tweet, watch and ask your customers first
6
Don’t Ask
Me
19. IT IS…
- NOT about the Technology
8
Twitter
+ a means to an end is NOT
a social
media
plan
20. IT IS…
- NOT about the Technology
8
Twitter
+ a means to an end is NOT
a social
media
IT IS… plan
- NOT where you do social media
+ how your going to be social
Goal: TO DO MORE BUSINESS
21. You Better Be Listening
If a
9
conversation happens
and you aren’t there to
hear it,
did it
happen?
START LISTENING
30. 15
1 part
chemistry
1 part
marketing
http://bit.ly/smslauer15
http://www.omginfographics.com/2010/05/social-media-periodic-table-and-periodic-table-of-social-media-marketing-elements/
34. Goodbye Websites
17
Framework: 8. Seamless
integration
Evolution of the Social Corporate 7. Social log-in
Website triggers sharing
6. Users stay on site with
social log-in
5. Aggregate discussion on site
4. Brand integrated in social channels
3. Link away but encourage sharing
2. Link away with no strategy
1. No social integration
http://bit.ly/smslauer17a
35. 18
PRE-EVENT DURING EVENT POST-EVENT
Integrate
Social
1. Sent out Social Media 1. Conversations 1. Share everything
Press release 1. Twitter 2. Post video of what was Media
2. Create or leverage a social 2. TXT messaging missed into your
network 3. Social Networking 3. Continue to social
3. Setup mobile alerts & 2. Event Capture network events.
reminders 1. Blogs 4. Follow the
4. Define social media tags 2. Live Streaming conversation and take
for flickr, twitter etc.. 3. Post-seminar note
(#Cisco08) speaker interviews 5. Add crowdsourcing to
5. Make Event widget 4. Online add or replace post-
available to all Communities event surveys
6. Make available pre-event 5. Text to screen 6. Aggregate and
videos/podcasts/pictures vote/survey promote content
to enroll and engage. 3. Event Mgmt 7. Extend to communities
7. Promote through RSS, 1. SMS alerts / and social networks
Blogs, social bookmarking reminders 8. Use content to
and other social media 2. Mobile WAP promote next event
8. Encourage Pre-event
posting and sharing of
content
44. Maximize retweetability [115]!
Reply: often [75%]! 24
DM if it’s a halfalogue! Twitter
Tips
Autofollow: Don’t!
-or-
Enough about you, what about me!! “Oh No
You’re Not!
No company in your profile name !
It’s not SMS [ 4u LOL ]!
Use Bit.ly (forget about the rest)!
Twi(er
tutorial:
h(p://bit.ly/smslauer24
45. Don’t Twitter drunk
25
Sticks and stones
will break my bones
but tweets will never hurt me
(or posts, or clips, or
comments)
46. Don’t Twitter Drunk
25
“You can’t take something
off of the Internet.
That’s like trying to take
pee out of a swimming
pool.”
— Joe Ragan, Newsradio
As quoted in “Groundswell” by Charlene Li and Josh Bernoff
47. Don’t Twitter Drunk
25
“What happens in Vegas
Stays in twitter.”
— Annonymous
48. Don’t Twitter Drunk
25
Deleted messages can
be discoverable in a
court of law.
“ouch”
49. 26
QR
Code
Support
Social
Media
Buzzzzz-‐tag.com
56. 30
Time to
Get Wet.
Into the
Streams
we go
http://bit.ly/smslauer30
Photo credit: Stream by aspheric.lens
57. Concepts you should know
flash Mob *
river of news
social graph
tag cloud
cloud
crowdsourcing
virtual Goods
mashup
58. Be Real. Be Responsive. Be Generous. Be a Mensch.
Kenny Lauer
Vice President
Digital Experience *
George P Johnson
@kennyL
klauer@gpj.com
FOLLOW ME: http://bit.ly/smslauer