The state of Social Media today is characterized by the rise of what I call "planned opportunists" - content creators who understand the brand's mission & values, can write 140 characters and 1000 words equally as well, can make immediate connections with the trend line, the storyline (based on the Hero's Journey) and the customer, can integrate sound & visual seamlessly, is a HUMAN, and thinks like Yoda (yes, Yoda). The planned opportunist is a jazz player that knows how to use a productive key to improvise, around the virtual watercooler that is social media.

1. Terry “Starbucker” St. Marie
www.terrystarbucker.com
@starbucker

2.  Been on social
media since 2005,
promoting my
business writing as
“Terry Starbucker”
 Recently
rebranded under
the “More Human
Leadership” banner

3. But first,
a little
golf
story……

5. “Decide you must
how to serve them
best. A social media
Jedi must have the
deepest
commitment, the
most serious mind..
and use the right
hashtag”- Yoda

6. 1910 2014

7. +
Imagine a giant watercooler conversation that
covers 180 topics during a 15 minute coffee
break…………

8.  You can’t “Market” at
the water cooler
 It’s where they want to
talk to each other -
brands are there by
invitation
 Brands have to be a
great guest at the
water cooler--
otherwise they are
going to be sent back
to the office

9. Exhibit “A”

10.  Reacting to chance events and
human questions based on a
mission and a set of values that
reflect the product/brand, and its
relationship with its customers
 Remembering what we’re really
selling
 Putting ourselves in a position
to be comfortable taking risks
and taking advantage of
opportunities, without layers of
authorization
 Playing “conversational jazz” –
it’s important to choose a
productive key with which to
improvise

11.  PRO: “Trendjacking” is one of social
media’s most powerful but yet
underused tools. Learning to “jab”
with trends gives you tremendous
power .You can tailor content to
any situation or demographic,you
can spark interest in your product,
and you can scale your caring” –
GaryVaynerchuck
 CON: “It is not about adding value
of any kind. It is simply standing
next to a news story, as Forrest
Gump might, only with a placard
with your name on it.”- Anthony
Miles
Your product here

14.  The headliner of the
Short Attention Span
Theater that plays to
the giant watercooler
 A “must-do” tactic for
the planned
opportunist
 Images are processed
60,000 times faster
than text

17.  “Fuel” for sharing and interaction
“Whether you want to borrow a drill from someone on your street
using NeighborGoods or you're looking to book an awesome pup
sitter on DogVacay, the success of Airbnb over the past few years
has helped to drive home this fact: social networks are built for
sharing” – Amber Mac
 Thinking more like publishers
“There are tons of platforms where your customers can get
information from, but it’s most important that they get it first from
you.” – Harsh Ajmera
 Breaking New Ground
“Nirvana caused a huge shift in popular music by combining hard
rock and punk to make something fresh. All great content is an
intersection” – Brian Clark

18. “The maker of the
sentence launches out
into the infinite and
builds a road into chaos
and old night, and is
followed by those who
hear him with something
of wild, creative delight”
– Ralph Waldo Emerson

19.  If you don't support customers on social, they'll
be less likely to support you with their voices or
wallets.
 Loyalty now matters more than ever
 Helping people is the best kind of marketing
“All business is based on solving problems and earning a
value from that. Using online platforms and being
strategic is wonderful. ButTwitter isn’t cool. Helping
people is cool.”
– Chris Brogan

20. Hilton Suggests - 100 Hilton employees seek out
folks onTwitter, customers or not, who need help
with travel, local activities, and more.

21. “Look, I’m a consumer, you’re a consumer.
When we talk about the brands we love, it’s
very human and natural. But when we try to
talk to people like us, we blank out and turn
into ‘Marketing Man.’We lose that human
nature, that empathy. If you take a
technology perspective, you are forever
reacting.The minute you take a step back
and say, “What’s the bigger mission?”
you start to realize what you are trying to
do is change behavior.This relationship
between cause and effect is very human.
Once you articulate that vision, technology
becomes an enabler. It starts to work for
you.”
Brian Solis

22. Go from……..
Marketing To
Marketing At
Marketing For
To Marketing With
- Joanna Lord

23.  Beginning – Paint the picture of the audience’s current
world
 Call to Adventure (Turning point 1) – creating an
imbalance by stating what could be juxtaposed to what is
 Middle- contrasting content, alternating between what is
and what could be
 Call to Action (Turning Point 2) – Articulate the finish line
for the audience to cross
 End – Create a higher plane than where the audience
began, with everyone understanding the reward in the
future
 CrossTheThreshold – Audience is committed to taking
action

25. “People will forget
what you said,
people will forget
what you did, but
people will never
forget how you
made them feel.”
Maya Angelou

26.  Understands the mission and values
 Can write 140 characters & 1,000 words equally
as well
 Is always looking for connections with the trend
line ,the Hero’s Journey, and the customer
 Is allowed to take risks and improvise
 Can integrate sound & visual seamlessly
 Is a HUMAN (and gives a darn)
 Decides they must how to serve them best
(thanksYoda…)