"No Time, No Money, No Problem"

No Time, No Money, No Problem ,[object Object]

Before we try to make choices, let’s learn what kinds of choices need to be made...

The Scope ,[object Object],[object Object],[object Object]

The Scope ,[object Object],[object Object],[object Object],[object Object],[object Object]

The Scope ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Your Customers & Prospects Active Inactive

Your Customers & Prospects (25-34) Active Inactive

Your Customers & Prospects (18-24) I love Pac-Man! Active Inactive

3 Reasons Social Web Will Potentially Not Matter For Your Brand ,[object Object],[object Object],[object Object]

Part One ,[object Object],[object Object]

What Are Consumer Social Web Tools? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Facebook is not a social web tool. A social network service is a social web tool.

“ I can edit this anytime” “ anyone can comment here”

What Are Consumer Social Web Tools? Tool Consumer-Editable C2C Conversation? Social Network Profile Page Yes Yes Wiki Page Yes Yes Blog Entry Yes Yes Amazon Review Yes Yes Review Site Review (e.g. Yelp, TripAdvisor) Yes Yes

The Eight Buckets of Consumer Social Web Tools Blogs Podcasts Social Network Services Wikis MicroBlogs Online Video Discussion Forums Online Reviews & Ratings

Why Aren’t Video Games Included Here? It’s a $9.5B Industry! ,[object Object],[object Object],[object Object],[object Object]

Part Two ,[object Object],[object Object],[object Object],[object Object],[object Object]

How Should We Examine Our Customers Behavior? ,[object Object],[object Object],[object Object]

The Social Technographic Ladder Creators Creators Source: Forrester Analytst Report, 02/08 Inactives None of the above Spectators Read blogs Watch video from other users Listen to podcasts Read online forums and customer ratings/reviews Joiners Maintain profile on social networking websites and visit social networking sites Collectors Use RSS Feeds Add “tags” to websites or pages (folksonomies) “ Vote” for websites online Critics Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Creators Publish a blog Publish their own web pages Upload video they created Upload audio/music they created Write articles or stories and post them 1x monthly You’re all a bunch of talkers!

Why do we use behavioral targeting? ,[object Object],[object Object],[object Object],[object Object]

The Fork ,[object Object],[object Object],[object Object],[object Object]

What are the communications objectives in using social web strategies? ,[object Object],[object Object],[object Object],[object Object],Entry-level Objectives Late-STAGE Objectives

What Are The Business Objectives? ,[object Object],[object Object],[object Object],[object Object]

What Are Differences Between Small Businesses and Big Brands? ,[object Object],[object Object],[object Object],[object Object]

Social Email? ,[object Object],[object Object],[object Object],[object Object]

Carrot & Stick ,[object Object],[object Object],[object Object]

There’s a reason this slide is red ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Part Three ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How Do We Do The Strategy? ,[object Object],[object Object],[object Object],[object Object],[object Object]

What’s the methodology, again? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How Much Is This Going To Cost? ,[object Object],[object Object],[object Object],[object Object],[object Object]

What is ROP? ,[object Object],[object Object],[object Object],[object Object],[object Object]

How do we measure this stuff? ,[object Object],[object Object],[object Object],[object Object]

Can’t We Just Copy What Our Competitors are Using? ,[object Object],[object Object],[object Object]

How Do We Delegate The Day-to-Day? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What Are The Next Steps? ,[object Object],[object Object],[object Object],[object Object]

Digging Deeper ,[object Object],[object Object],[object Object],[object Object],[object Object]

The Book 10 Social Media Mistakes I’ve Got The Budget, How Do I Spend It http://tinyurl.com/metzbook

"No Time, No Money, No Problem"

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"No Time, No Money, No Problem"