Marjorie Kase led discussion on the fundamentals and immense value of social media for business during her presentation to BDPA Los Angeles chapter on April 10, 2010.

1. BOOST YOURSELF WITH SOCIAL MEDIA
Title
Marjorie Kase
Co-Founder, MarKyr Media
4/10/2010
© Markyr, Inc. 2010

2. WHY USE SOCIAL MEDIA?
WHY USE SOCIAL MEDIA?

3. WHY USE SOCIAL MEDIA?
Why Use? REASONS
• Cost effective
• Builds awareness of your product
• Builds community around your brand
• Builds community at the office
• Online reputation management

4. WHY USE SOCIAL MEDIA?
twitter versus facebook
MARKET SHARE
Why Use - stats
• Facebook: 400 million
• Twitter: 75 million
• LinkedIn: 60 million
58.6% versus 1.8% of social networking market share

5. WHY USE SOCIAL MEDIA?
Benefits BENEFITS
• Generate leads
• Broaden access to consumers and new demographics
• Establish thought leadership
• Market research
• Better platforms for consumer education
• Product development crowd-sourcing
• Improve search engine optimization
• Extensive traffic and metrics

6. DefiningDEFINING
ADVERTISING
ADVERTISING
• Make publicity for; try to sell (a product); "The salesman is aggressively
pushing the new computer model"
wordnetweb.princeton.edu/perl/webwn
• Advertising is a form of communication that typically attempts to persuade
potential customers to purchase or to consume more of a particular brand of
product or service.
en.wikipedia.org/wiki/Advertise
• Advertising - A paid, mediated, form of communication from an identifiable
source, designed to persuade the receiver to take some action, now or in the
future.
www.nadbank.com/en/resource/glossary
• Advertising - Any paid form of nonpersonal presentation and promotion of
ideas, goods, or services by an identified sponsor.
www.glencoe.com/sec/busadmin/marketing/dp/ad_serv/gloss.shtml
AGGRESSIVE, PUSH, PAID, MEDIATED, NON-PERSONAL

7. DEFINING
SOCIAL MEDIA
• Social media is content created by people using highly accessible and
scalable publishing technologies.
http://en.wikipedia.org/wiki/Social_media
Defining
• A category of sites that is based on user participation and user-
generated content…sites that are centered on user interaction.
SOCIAL MEDIA
www.searchenginewatch.com/define
• Online technologies and practices that people use to share opinions,
insights, experiences, and perspectives with each other.
www.tvb.org/multiplatform/Multiplatform_Glossary.aspx
• Software tools that allow groups to generate content and engage in
peer-to-peer conversations and exchange of content (examples are
YouTube, Flickr, Facebook, MySpace etc)
www.bottlepr.co.uk/glossary.html
ACCESSIBLE, SCALABLE, PARTICIPATION, INTERACTION, SHARE OPINIONS

8. Cult Title
The Cult of Personality
vs.
The Cult of Conversation

9. CULT OF PERSONALITY
early ROOTS
Cult of personality early roots
ASPIRATIONAL, IMAGE-DRIVEN, TOP-DOWN

10. CULT OF PERSONALITY
80s - PRESENT
Cult of personality 80s
CELEBRITY BRAND AMBASSADORS

11. CULT OF CONVERSATION
Cult of Convo new BRAND AMBASSADORS
the - new Brand
Ambass
AUTHENTIC, ACCESSIBLE, RELATABLE, TRACKABLE

12. Cult of Convo -
CULT OF CONVERSATION
BRANDS SPEAK WITH CONSUMERS DIRECTLY, PUBLICLY
PEPSI speaks

13. BEST PRACTICES
BEST PRACTICES

14. SETUP
Building Strategy
BUILDING YOUR STRATEGY
DETERMINING CONSIDERATIONS
YOUR GOALS
• Long Term/Short Term • Available Resources
• Monetary • Potential Road Blocks
• Fans/Followers • Site Preferences
• Community • Other Questions/Issues
• Branding • Messaging

15. Core Values
CORE VALUES OF
SOCIAL MEDIA
• Authenticity
• Transparency
• Community Building
• Engagement
• Participation

16. BEST PRACTICES
The 3 C's THE THREE C's
• Listen
• Participate In the Conversation Conversation
• Engage Your Audience
• Build Community
Community Connection

17. FACEBOOK CASE
STUDY
FACEBOOK CASE STUDY
DELL vs. HP

18. Casestudy: DELL
case Study:
Dell
Encouraging
fans to “step
into” their
community
and “join the
conversation”

19. Casestudy: DELL
case Study:
Dell
Missing
opportunity for
conversation
with fans
Ignoring
complaints

20. Casestudy: DELL
case Study:
Dell
“why such HORRIBLE
HORRIBLE customer
service?”
“Please, Dell Support?”

21. Casestudy: DELL
case Study:
Dell
“I think I've spoken to about 20 different
reps, been hung up on 3x, been called a
liar...it's a nightmare. The last guy told me
he was throwing my laptop in the trash
and I would never see it again.”
“If I were to treat my customers the way
DELL has treated me, I am confident that
I would not be in business as we speak.
Good luck to everyone with their Dell
woes. Chin up, everyone. If nothing else,
if we all post our disgust, it WILL have a
negative impact on DELL, and we just
might be able to save other innocent
victims from making the costly mistake of
investing in Dell.”
“I swear, I will NEVER buy another thing
from Dell.”

22. Case Study: Dell
case study: DELL
Conversation Connection Community

23. Join study: HP
case HP
Encourages fans to
join the “Customer
Support”
conversation

24. Conversation:
case study: HP
HP on Facebook
Conversation
“A Face and a Name! Officially Introducing
Your HP Facebook Community
Contact. My name is Bryna, I'm the
community manager across HP's Facebook
pages...I am the bridge between company
an…”
Thank you everyone for your warm
welcome! Mostafa, I don't have finite details
just yet …If you're looking for an immediate
buy - let me see what I can find out
tomorrow when I get back in the office
about our upcoming deals for this week.

25. Community:
case study: HP
HP on Facebook
“go with 64bit, esply if
Community you have your
laptop/pc purchased
this year, it's definitely
worth the change.”
“Compared to the gap
between xp and vista.
The distance between
Vista and windows 7 is
not enough for me to
change software. Well,
At least not at the
moment.”
“yeah... am very
excited abt the
same.... am sure it will
do a lot better than
Vista…”

26. Connection: HP on
case study: HP
Facebook
Connection
“HP has been listening to your
valued comments and
feedback over the last few
months on our Facebook
pages and so we are happy to
announce the launch of the
new “Support” tab which will
be updated frequently…”

27. Wrap-up HP HP
case study:
Conversation
Connection
Community

28. HOW DO YOU KNOW?
HOW DO YOU KNOW
IF YOU ARE GETTING IT RIGHT?

29. DEFINING
Social Personality
THE SOCIAL PERSONALITY

30. BEST PRACTICES
Conversation CONVERSATION
ASK YOURSELF:
• Are you "listening" to your audience?
• Are you addressing their issues?
• Are you offering value in your conversation with them?
• What are you doing with their feedback?
• Are you giving them what they want?

31. BEST PRACTICES
Connection CONNECTION
ASK YOURSELF:
• Am I providing my readers with content they WANT to see?
• Am I responding to wall posts and tweets that mention my name or brand?
• What DOES my audience want from me?
• Do I acknowledge the good works of my fans?
• What am I doing to truly CONNECT with people?

32. BEST PRACTICES
Community COMMUNITY
ASK YOURSELF:
• What have I done to create a sense of community with my fans/followers?
• Do I support my community with special events, deals or education?
• Does my community feel I provide value?

33. Summary of Points
• Facebook, Twitter, Flickr and YouTube provide extensive tools for customer
service, SEO, and market research and tracking and metrics that can assist you in
product development and sales
Wrap up
• The Cult of Personality versus the Cult of Conversation concept has transformed
the way we reach out to customers
• Social Media allows companies to develop relationships with customers that
result in long-term brand loyalty
• Using the 3 C's: Community, Conversation, and Connection are requisites for
results-driven Social Media campaigns

34. BRAINSTORM
How can we apply
these concepts to your
overall Social Media
strategy?
• Brand Messaging
• Verticals/Niche Markets
• Target Demo

35. Bio - Marjorie
ABOUT Marjorie Kase Kase
Co-Founder of MarKyr Media
Marjorie Kase holds close to 15 years experience in online marketing, publicity,
and content production in the entertainment and tech space.
Prior to co-founding Markyr Media, Marjorie founded Blogger Reps, a Blogger
About MarKyr
Relations firm located in San Francisco and Los Angeles, working with clients
such as Fast Company, FX Networks and eSmart Tax. The Blogger Reps
Network, comprised of top entertainment and tech sites, possesses a collective
reach of over 44 million unique monthly visitors and 420 million monthly page
views.
Marjorie was the Managing Editor of TV with MeeVee, where she oversaw
editorial and marketing efforts, blogger relations, TV network relations, and red
carpet reporting. She has also held promotions project management positions at
Yahoo, Red Bull GmbH, and Yoyodyne Entertainment.
Marjorie holds a B.A. in American History and Film from Oberlin College, and an
M.A. in Media Studies from the University of Texas at Austin. She has guest
lectured at UCLA, USC, and UT Austin and has spoken at a number of social
media conferences including, BlogWorld Expo, BloggerCon, the 2009 Women in
Technology International (WITI) Social Media Conference and will be
presenting at SXSW Interactive 2010.

36. About Markyr
ABOUT MARKYR MEDIA
About MarKyr
Based in Los Angeles, MarKyr Media is a Social Media consulting firm that
provides leading-edge Social Media services for the Tech, Entertainment,
and Consumer Product industries. MarKyr’s services include Social Media
Strategy, Coaching, Education, Consulting, and Social Profile Design. Our
extensive experience in Social Media and core values of community,
radical transparency, innovation, and education are what drives the firm’s
unique ability to deliver customized solutions that are authentic and results-
driven.

37. Contact Markyr
CONTACT MARJORIE KASE
marjorie@markyr.com
About MarKyr
http://www.markyr.com
skype: marjoriekase
twitter: @marjoriekase
facebook: http://www.facebook.com/marjoriekase
linkedin: http://www.linkedin.com/in/marjoriekase