This document outlines an agenda and presentation for a workshop on managing social media for businesses. The presentation covers defining corporate intentions for social media use, interactive exercises on social media challenges businesses may face, and guidance on developing a three-month plan to implement a successful social media management program, including defining goals, roles, and processes and measuring results. Attendees are encouraged to apply the lessons to their own organizations.

1. Managing The Social Web
Setting The Corporate Intentions
November 13, 2010
Tuesday, November 23, 2010

2. BEFORE WE BEGIN
OR...
Tuesday, November 23, 2010

3. WELCOME
Robert Rose
@Robert_Rose
Robert@bigbluemoose.net
www.adaptivemarketer.com
Michael Weiss
@imagistic
MichaelW@imagistic.com
www.imagistic.com
Tuesday, November 23, 2010

4. OUR INTENTIONS
Web
1. What Social Media Is and Isn’t.... 9:00
2. Interactive Exercises - 9:30AM - 10:15AM
3. Let’s Make It Real - Synthesize 10:15 - 10:45
4. Break & Networking 15 Minutes
5. Group Case Study Exercise - 11:00 - 11:30
6. Individual Case Study Exercises - 11:30 - 12:30
7. Q/A Wrap Up And Next Steps - 12:30 - 1:00
Tuesday, November 23, 2010

5. Social Web
Getting Beyond The Buzz
And Into Reality
Tuesday, November 23, 2010

6. 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
Tuesday, November 23, 2010

7. AND SO IS YOUR MOM
67% of Boomers visit Social Sites
34% respond to content online
25% are members of social network
Fastest growing demographic on FB
Tuesday, November 23, 2010

8. 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 brand reputation 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.
Tuesday, November 23, 2010

9. Last year was a Web 2.0 Induced Haze….
2010 / 2011 has to be different....
It’s time to bring order to the chaos...
Tuesday, November 23, 2010

10. SOCIAL WEB IS NOT...
- Advertising
- Traditional Lead Generation
- Brand Awareness
- SEO
- Content Marketing
It’s like butter.... by itself it doesn’t taste
right... But if makes everything so much
Tuesday, November 23, 2010

11. SOCIAL WEB IS NOT...
A conversation....
It’s where the conversation
happens.....
So.... the real question is:
Tuesday, November 23, 2010

12. HOW DO I MAKE IT REAL?
3 Myths....
3 Months to a successful
process
Tuesday, November 23, 2010

13. MYTH #1
PEOPLE ON SOCIAL
WEB ARE ALWAYS:
Transparent
Inclusive
Engaging
Sincere
Truthful
Positive...
Tuesday, November 23, 2010

14. REALITY - THESE ARE PEOPLE
They can be just as...
Duplicitous
Evil
Close-minded
Argumentative
Stupid
Negative...
as any other conversation
Tuesday, November 23, 2010

15. NESTLE VS. GREENPEACE
Who’s on the business end of your leash?
Tuesday, November 23, 2010

16. 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.
Tuesday, November 23, 2010

17. 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
Tuesday, November 23, 2010

18. 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
Tuesday, November 23, 2010

19. MYTH #3
SOCIAL MEDIA =
ONLY AWARENESS
MARKETING
Reality: Social media can be part of
the traditional lead-gen funnel.
But the real power for marketers
is in the new marketing
funnel
And it can - and should
be measured...
Tuesday, November 23, 2010

20. INTERACTIVE EXERCISE #1
THE SOCIAL WEB FISHBOWL.....
Tuesday, November 23, 2010

21. INTERACTIVE EXERCISE #1
BRAND JAM
Tuesday, November 23, 2010

22. SYNTHESIZE
LET’S MAKE IT REAL FOR YOU
Goal Was To Strike A Chord
How Do We Make This Real In Our Strategy?
What is OUR plan?
Tuesday, November 23, 2010

23. 3 MONTHS TO A SUCCESSFUL
BRAND MANAGEMENT PROGRAM
A. Listening… The most important first step in any conversation
B. Objective/Goal (Awareness? Loyalty? SEO?)
C. Understand Your Customer (Social Graphics – where are they?)
D. Intentions: Your Internal Structure – (Distributed, Central,
Coordinated) - There’s a Reason this is CENTRAL
E. Define Your Process (who listens, who speaks)
F. Define Your Roles (social process, community manager)
G. Then…. Tools….
H. Rollout…. Measure… Iterate….
Tuesday, November 23, 2010

24. HOW TO SELL THIS UPWARD
1st Step Is TO Plan...
This builds our case for the business
Marketing, CRM, Both or Other
Then... Then To Seal The Deal
Disaster Mitigation
Tuesday, November 23, 2010

25. BREAK
When We Come Back.....
Tuesday, November 23, 2010

26. - You Should be ashamed..
- I hate your airline
- Give him his job back....
- I knew this would happen
What WOULD YOU have done?
Tuesday, November 23, 2010

27. GROUP CASE STUDY WORK
INDIVIDUAL CASE STUDY WORK
IN GROUPS
Tuesday, November 23, 2010

28. WRAP UP
Make this real in your organization.
Download the planning tool and use these exercises
Put the plan in place - and use the questionnaire
to develop your own social media intentions
Revisit the plan often - it’s a process
measure its success by what does
and, maybe more importantly, what DOESN’T happen
Tuesday, November 23, 2010

29. WRAP UP
List of Tools For your USE
www.socialwebinstitute/downloads
Tuesday, November 23, 2010

30. THANK
YOU
Tuesday, November 23, 2010