The document discusses demystifying social media and moving beyond hype to practical reality. It outlines that social media is about conversation, not advertising or marketing. It dispels three myths: that social media participants are always positive, there is a single right way to succeed, and social media is just for awareness. It provides three case studies of successful social media use and recommends a three month process for developing a social media program that includes defining goals, roles and processes.

1. Demystifying Social Media
Getting Beyond The Buzz & Into Reality
Saturday, November 6, 2010

2. LET’S
CONNECT
@Robert_Rose
Robert@bigbluemoose.net
www.adaptivemarketer.com
Saturday, November 6, 2010

3. What Do Communicators Want
From Social Media?
Saturday, November 6, 2010

4. Sanity.
Saturday, November 6, 2010

5. Saturday, November 6, 2010

6. Saturday, November 6, 2010

7. Saturday, November 6, 2010

8. Demystify Social Media
Get Beyond The Buzz
And Into Reality
Saturday, November 6, 2010

9. 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, November 6, 2010

10. Okay... Now For Some Hype
Saturday, November 6, 2010

11. 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, November 6, 2010

12. SO ARE THE GRANDPARENTS
67% of Boomers visit Social Sites
34% respond to content online
25% are members of social network
Fastest growing demographic on FB
Saturday, November 6, 2010

13. .GOV IS MOVING TOO
1/09 - Pres launches Weekly YouTube Address
1/09 - Senate/House launch YouTube Channels
2/09 - Recovery.gov launched
3/09 - WH gets 92k questions in virtual town meeting
6/09 CDC Verified Twitter accounts
8/09 Chairman Joint chiefs Tweets
8/09 DOJ creates blog
1/10 GSA launches dialog tool 20,000 votes collected
4/10 Library of Congress collects Twitter archive
6/10 OMB rules amended to allow for persistent cookies (e.g. Google Analytics)
7/10 GovTwit directory has more than 3,000 entries
7/10 FEMA now sense emergency alerts via Twitter
Saturday, November 6, 2010

14. BUT HERE’S THE
THING...
4% of our media budget
Display Ads
Traditional “Media” is not
Search
at the heart of Social Media.
Ad Nets
Portals
It’s about one thing.....
Social Media
Data Brokers
Content...... or rather...
Mobile
email
Conversation
In Game
0 8 15
23 Razorfish Outlook Report 2010
30
Saturday, November 6, 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, November 6, 2010

16. SOCIAL WEB IS NOT...
- Advertising
- Constituent communications
- Traditional Lead Generation
- Brand Awareness
- SEO
- Content Marketing
It’s like butter.... by itself it doesn’t taste
Saturday, November 6, 2010

17. SOCIAL WEB IS NOT...
A conversation....
It’s where the conversation
happens.....
So.... the real question is:
Saturday, November 6, 2010

18. HOW DO I MAKE IT REAL?
3 Myths....
3 Case Studies....
3 Months to a successful
process
Saturday, November 6, 2010

19. MYTH #1
PEOPLE ON SOCIAL
WEB ARE ALWAYS:
Transparent
Inclusive
Engaging
Sincere
Truthful
Positive...
Saturday, November 6, 2010

20. REALITY - THESE ARE PEOPLE
They can be just as...
Duplicitous
Evil
Close-minded
Argumentative
Stupid
Negative...
as any other conversation
Saturday, November 6, 2010

21. NESTLE VS. GREENPEACE
Who’s on the business end of your leash?
Saturday, November 6, 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, November 6, 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, November 6, 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, November 6, 2010

25. MYTH #3
SOCIAL MEDIA =
ONLY AWARENESS
Reality: Social media can be part of
any communications plan...
The real power for communicators
is in the conversation...
And it can - and should
be measured...
Saturday, November 6, 2010

26. BUT ARE YOU READY?
74% of employees say it’s easy to damage a
company’s reputation on social media
58% of executives agree that reputational risk with
social networking should be a board room issue.
But only 15% say it actually is.
Only 22% of companies have formal policies
addressing how employees can use social
networking.
Saturday, November 6, 2010

27. INTERACTIVE EXERCISE #1
THE BRAND JAM
Saturday, November 6, 2010

28. WHAT DO YOU THINK?
Saturday, November 6, 2010

29. - You Should be ashamed..
- I hate your airline
- Give him his job back....
- I knew this would happen
What WOULD YOU have done?
Saturday, November 6, 2010

30. 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, November 6, 2010

31. 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, November 6, 2010

32. 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, November 6, 2010

33. 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, November 6, 2010

34. 3 MONTHS TO A SUCCESSFUL
SOCIAL WEB PROGRAM
A. Let’s secure our future... What’s in a name..... (more on this in a minute)
B. Listening… The most important first step in any conversation
C. Objective/Goal (Awareness? Loyalty? SEO?)
D. Understand Your Customer (Social Graphics – where are they?)
E. Intentions: Your Internal Structure – (Distributed, Central,
Coordinated) - There’s a Reason this is CENTRAL
F. Define Your Process (who listens, who speaks)
G. Define Your Roles (social process, community manager)
H. Then…. Tools….
I. Rollout…. Measure… Iterate….
Saturday, November 6, 2010

35. LET’S TAKE THE FIRST STEP TOGETHER
A. Let’s secure our future... What’s in a name.....
Point Browser to: www.knowem.com
Saturday, November 6, 2010

36. ONE PRESENT
THEY’RE BETA - SO BE KIND....
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, November 6, 2010

37. THANK
YOU
@Robert_Rose
Robert@bigbluemoose.net
www.adaptivemarketer.com
Saturday, November 6, 2010

38. 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, November 6, 2010