MediaTalk 11th January 2011 is an event organized by Media Education CEE. The one on 11th January was called: The Czech Media Landscape in 2011: New Players, Old Games

1. Social Media in 2011
Few words on why it is important
to understand the changing
nature of communication - and
how not to get hurt while trying...

2. We hear too much about social media
• First: forget about the word
media and forget about
pushing your message
• Second: listen to what
others have to say about
you - and learn something
• Third: use every channel -
including your social
presence - to help your
customers and make them
happy
• Fourth: really mean it,
donʼt just talk about it -
simply do it with passion
Be honest, talk to your customers with
respect as if they are your friends. Treat
them the way you want to be treated.

3. What is ROI of a satisfied customer?
• Internet marketers tend to believe
in numbers. It is important, but
stories are more. You donʼt need to
know exact number of people that
got your message - you need to
know why you tell them what you
tell them and what it will make them
do.
• You have to build trust and thatʼs a
lengthy process. Itʼs still about
money in the end, but it takes time
to get there.
• Gains: PR, marketing, product
testing and development, customer
care, monitoring, HR ... and sales.
If you canʼt be a love • Risks: caught lying, facing trolls,
receiving the tough love, finding thr
brand, be a trustful partner necessity of innter changes.
and a helping friend.

4. Are you ready to talk?
• Webmarketing is no longer a
position that is here to spend your
media budget in PPC and banners.
• If so - youʼre on the wrong train.
• Ideally, every employee is your
social media evangelist.
Trust your own people, • Learn from Zappos, Best Buy
(Twelpforce) or Starbucks.
donʼt defame or pretend • Agencies can certainly help - but
your own people must take part in
the conversation. The higher, the
wider - the better.
• Webmarketing should have a
strong tie to customer care. Your
company should become social to
the insides.

5. What Facebook is not about
• We see too often leading managers to learn
about Facebook in the most stupid way: from
lifestyle magazines. They donʼt have it
themselves, but their kids do, so they go there
for the advice and often get a crippled image of
what social media is. Everybody has a “different”
Facebook.
• Number of fans is one of the most deceiving
metrics ever.
• There are terms of service and rules on FB: you
better know them before you break them. And
donʼt forget they are unpredictable freaks: go
and watch The Social Network.
• The networks change and evolve, but the
principles stay. So make your own website
social, donʼt count on FB as a miraculous cure.

6. Year 2011: which are the trends?
• According to Jeremiah Owyang (Altimeter Group) it
will be a year of Integration. Monitoring, measuring,
internal education and training and applying the
social insights in roadmaps and plans.
• Creative mash-ups and connected services with an
added value for the customer. Social gaming and
location based services. No more “one-fit-all”
solutions.
• There is no holy grail of social media. You donʼt
need ninjas, but project managers eager to think
smart, act creative and get along easily with people
all over the company. Give them tasks, give them
freedom.
• Learn about your customers, listen to them, help
them with their needs. Give them a reason to
return or better: to return with their friends.

7. Have a plan, learn from othersʼ mistakes
• Define your goals in social media, learn
from your competitors, seek best
practices.
• Itʼs not primarily about money, but about
investing time and people. Of course,
even great ideas lacking execution are
worthless.
• Probably in every possible field, there
are people eager to work for you for free.
They will help you because they like it,
they feel important, flattered, useful. You
just have to reach out for them. And look
inside first.
• People should be happy with the work
they have - and then they will become
ambassadors without expensive social
trainings and courses.
This shall not be your plan.

8. Great reading: Thank you for your attention.
Iʼll be happy to answer your questions!
30 social media predictions:
http://t.co/7JuxwUa
For more information:
What the F**k is Social Media NOW?
http://slidesha.re/9coYww Adam Zbiejczuk
Why Social Media Projects Fail adam.zbiejczuk@ataxo.com
http://slidesha.re/cYilqw +420725009745
http://www.ataxo.cz
Social media marketing, best practices http://www.ataxosocialinsider.cz
http://slidesha.re/97BqGf
Social Business Forecast 2011:
http://slidesha.re/e6P0Kb Pictures used:
2 - http://www.flickr.com/photos/rishibando/4432737271/
3 - http://www.flickr.com/photos/jamesm/1075071764/
4 - http://www.dilbert.com/
5 - http://www.time.com/
6 - http://www.flickr.com/photos/wwworks/440672445/
7 - http://www.southparkstudios.com/