PRESENTATION: Staying Afloat in the Blue Ocean Waters of Social Media WHO/WHERE/WHEN: Custom Publishing Conference Ft. Lauderdale, FL – March 23, 2009 DESCRIPTION The Social Media waters can be treacherous. Many companies have capsized trying to capitalize on participating in this online customer-driven channel. Learn as John Moore, respected marketer and blogger, shares strategic advice on how any business can successfully navigate the Social Media waters by embracing and enlivening the consumer-driven online conversation. PRESENTER: John Moore, marketingologist Brand Autopsy Marketing Practice www.BrandAutopsy.com

1. SOURCE: http://flickr.com/photos/konaboy/176460812/
Staying Afloat in
Social Media
John Moore

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7. “Right now, your customers are
writing about your products on blogs
and recutting your commercials on
YouTube. They’re defining you on
Wikipedia and ganging up on you
in social networking sites like
Facebook.”
Charlene Li & Josh Bernoff
GROUNDSWELL (2008)

8. “These are all elements of a social
phenomenon— the groundswell —
that has created a permanent,
long-lasting shift in the way
the world works.”
Charlene Li & Josh Bernoff
GROUNDSWELL (2008)

11. The Internet is an
extension of your
marketing dept.

12. Creating a “World Wide Rave”
is about spreading ideas and
having other people tell
your stories.
David Scott

15. Social Media
Websites that encourage
its readers to post
content

16. Social Media
Helps businesses grow in
salience and sales

18. The smaller
you are,
the bigger
The bigger
you must
you are,
LOOK.
the smaller
you must
GET.

19. Small businesses can look
bigger and big businesses
can get smaller

22. nearly 500 Zappos employees actively use Twitter

23. $1B in sales (2008)
9.0M purchasing customers
38% purchased in past year
75% are returning customers*
* they spend 30% more
SOURCES: http://en.wikipedia.org/wiki/Zappos & http://www.slideshare.net/zappos/zappos-womma-111308-presentation

24. “Twitter is … a great way for
employees and customers to see that
we are real people, and it makes
the relationship a lot more
personal, which is what we ultimately
want people to feel about the
Zappos brand.”
Tony Hsieh
ceo, Zappos
SOURCE: http://www.inquisitr.com/2694/twitter-marketing-an-interview-with-zappos-ceo-tony-hsieh/

25. “Our #1 priority as a company is our
company culture. We believe if we
get the culture right, most of the other
stuff, like great customer
service, will fall into place on its
own.”
Tony Hsieh
ceo, Zappos
SOURCE: http://www.inquisitr.com/2694/twitter-marketing-an-interview-with-zappos-ceo-tony-hsieh/

32. >> SHIFT PERSPECTIVE <<
Go from being a Creator
to an Enabler.
Kate Thorp

34. “Listening is a highly underrated
marketing strategy.”
Leslie Forde

35. Conversation requires
listening & responding.

40. 1
2
3
4
5
More than One Ocean

41. If you hide the
truth, someone will find
the truth.

45. It’s about progress,
not perfection.

48. John Mackey posted over 1,300 messages
in the Yahoo! financial boards from 1999
to mid-2006. In these messages, Mackey hid
behind an alias (“rahodeb”) and trumpeted
Whole Foods while trashing Wild Oats.

49. What gets measured,
gets manufactured.

52. Buzz doesn’t create
evangelists. Evangelists
create buzz.

56. All Products.
All Channels.

57. SOURCE: http://www.flickr.com/photos/churl/318665120/

58. All Content.
All Channels.

59. #cpc
search.twitter.com

60. Being “agnostic” about
the media platform.
Kelley Woodland

62. “In the end, we may be in love
with books, but it’s words that have
truly won our hearts.”
Jeff Gomez
PRINT IS DEAD (2007)

63. “It’s words that whisper into our
ear and transform us, that make us
believe in other worlds or new
emotions we didn’t know existed.”
Jeff Gomez
PRINT IS DEAD (2007)

64. “It’s words that keep us company
in those planes, on subways trains,
or our comfy couches.”
Jeff Gomez
PRINT IS DEAD (2007)

65. “It’s words, not books, paper,
papyrus, or vellum pages that
transform our lives.”
Jeff Gomez
PRINT IS DEAD (2007)

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67. SOURCE: http://flickr.com/photos/ddexter_free/2601561386/

68. SOURCE: http://flickr.com/photos/konaboy/176460812/
Staying Afloat in
Social Media
John Moore

69. Questions?