The document summarizes 10 clichés of social media presentations. It discusses how lists, vague definitions of social media, claims of expertise, and alarmism are overused. It advocates focusing on authentic engagement with real people instead of anonymous interactions. Brands should embrace new technologies but also recognize the importance of traditional marketing strategies and addressing audiences in their preferred channels. Overall, the key message is to thoughtfully apply social media rather than treat it as a novelty.

1. THE
10 CLICHÉS
OF
SOCIAL MEDIA PRESENTATIONS

2. #1
PRESENT EVERYTHING
AS A NUMBERED LIST

4. The Truth
There’s a lot to learn, and people are trying
to package it in digestible chunks.
We saw fewer lists at SMWF than we see
daily in our inboxes.
Lists are a symptom of our short attention
span.
Trust not the numbered list.
Except this one.

5. #2
DEFINE SOCIAL MEDIA BY
WHAT IT IS NOT

6. “It’s not social media. It’s marketing.”
-Paul Ollinger

7. “If you think of social media as a tool,
then you are a tool.”
-Ben Parr

8. Social media is also not:
Limited to teenagers, egomaniacs, and
celebrities.
A replacement for a marketing plan.
Going away.

9. The Truth
Social media is:
Facebook, Twitter, YouTube, Blogging, Foursquare, etc.
Anyplace people are conversing online.
Person to person. Thought to thought.
How people educate themselves about life, love, parenting,
eating, politics, life insurance, and woodworking.
Where anyone can be a producer, a critic, and an expert.
Just one spoke in the marketing wheel.

10. #3
CLAIM TO NOT BE A
SOCIAL MEDIA GURU,
EVEN IF YOUR BLOG URL IS
SOCIALMEDIAGURU.NET

11. The Truth
The internet is lousy with social media experts.
White papers abound. Everyone wants to lead.
So what can we learn? How and from whom?
Ben Parr of Mashable.com is a decent start.

12. The Truth
We now feel comfortable publishing everything
to everyone.
The trend:
• A return to local
• Foursquare
• Twitter geolocation
• Yowza (mobile couponing)

13. The Truth
If you think mobile is big now, just wait.
2013: 1 billion+ heavy mobile web users.

14. The Truth
Ben’s big tips:
• Latch onto mobile
- Stay on top of local networks
• Engagement management tools are your friends

15. The Truth
Social media: here’s what people think

16. The Truth
Social media: here’s what it is

17. #4
PROVE FRACTURED MEDIA
AND MARKETPLACE VIA
OVERWHELMING IMAGE CLOUD

19. The Truth
It is a fractured landscape.
But there are clear opportunities right now.
300 million people come to Facebook
every month.
YouTube is the second most-used search
engine. (Are you making videos yet?)
You can identify your market and saddle
the chaos with some simple tips.

20. The Truth
What percentage of B2B marketers are
using social media as a marketing tactic?
57%

21. The Truth
Association of National Advertisers, 2009

22. Despite
busy
schedules
operators
are better
connected
than the
average
adult

23. The Truth
“Go where consumers already want to be and
help them do what they already want to do.”
–Christopher Barger, Dir Social Media, GM
“Get close to something you love, with
permission by the consumer to be there.”
–Angela Courtin, MySpace
“Fish where the fish are.”
–Michael Donnelly, Group Director, Worldwide Interactive
Marketing, Coca-Cola

24. #5
DON’T SAY CONTEST.
EVEN THOUGH IT’S
PROBABLY A CONTEST.

25. The Truth
Nearly every case study we heard at SMWF
involved a contest or promotion.
Upload this. Win that. Personalize our brand,
then share that expression back out.
Go big on prizes. Cars. Hollywood premieres.
Fewer bigger, not more smaller.

32. #6
PEPPER LIBERALLY
WITH CHEESY
BUSINESS-METAPHOR
STOCK PHOTOS

34. The Truth
WTF, right?
Brands still need agencies.
But who owns the voice?

35. The Truth
Employee owned voice: Twelpforce
Add tweets of Best Buy workforce to Best
Buy Twitter handle @twelpforce.
Rather than relying on one expert to know
everything, they tap into the experience of
the people on the front lines.
Any customer can get help by adding
@Twelpforce to their tech-tweet.
You’ll know when we know.

36. The Truth
Corporate-level plus expert-owned voice.
1,750,000+ followers to corporate account.
18,500 followers to recipe account.
1,600 followers to the wine account.
3,000 followers to cheese account.
500 followers to St. Louis Galleria account.

37. The Truth
Corporate-level social media juggernaut.
Controlled access, open conversation.
My Starbucks Idea actively invites
conversations.
Launched VIA® with tweets from cross-
country road trip.
Fully integrated into digital presence.

38. The Truth
Paul Ollinger
Real people want to connect with real things.
We’re moving away from the anonymous web
(information) to the personal web (authenticity).
Bringing authentic real-world connections online.
A growing importance on identity and authenticity.

39. #7
SCARE THE BEJEEZUS
OUT OF EVERYONE

40. Social Media’s Tylenol Moment:
Domino’s vs Boogers
Videos online for 12 hours: 500,000 views
Videos online for 24 hours: 1,000,000 views
Videos online for 48 hours: Domino’s responds

41. The Truth
Everyone on your payroll is searchable.
We now have 1440 news cycles in a day.
Yes, even in foodservice.
Use your peace time wisely.
– Dallas Lawrence, Levick Strategic Communications

42. The Truth
Melted down. Engaged the public
with admirable digital efforts.
Melting down now. Slow to learn
from GM’s success.

43. The Truth
Engaged CEO and CFO in social media conversations.
Shared new car designs with public at an early stage.
Rather than introducing new products through media,
invited 100 Twitterers to take a look.
Engaged vocal and influential critics directly.
Broke news and PR into 140 character nuggets.

44. The Truth
Toyota, take note:
Open candid engagement can win grudging
admiration.
Need to be engaged prior to crisis to have
earned credibility.
Back it up after the crisis with sincerity and
action.
Social engagement can sell your product, even
something as big as a car.
Success is only half in executing your program,
the other half is telling people what you did.

45. The Truth
If you want information on how to prepare and
how to respond, we have content for you.
A PDF from Lewis PR.
An entire freakin’ book from Levick Strategic
Communications.

46. #8
SHAMELESSLY PLUG
YOUR OWN WORK

47. 7,000+ unique visits
20,000+ page views
250 Twitter followers
Best Digital Direct Response, 2009 DPAC Awards

48. Twitter feed to home page
Blog customization for 5 chapters
Features Disqus Sharing Tool
300 Facebook Fans

49. Recipe contest microsite and Twitter feed
3,300+ unique visitors
12,700+ page views
60+ recipe entries
146 Twitter followers

50. The Truth
Doing it is proving it.
Make mistakes on yourself first.

51. #9
USE OUTMODED TECHNOLOGY
TO TALK ABOUT CUTTING-EDGE
TECHNOLOGY

52. The Truth
Presentations at SMWF were powerpoint, face-to-face.
Most of the audience was simultaneously sharing those
presentations with the planet via social media.
Many were using mobile.

53. The Truth
Gowalla and foursquare combine location-based
services with social gaming.
Gowalla has 20,000 check-ins daily.
Foursquare has 1,000,000 check-ins weekly.
Local and mobile are big opportunities for any brick-
and-mortar business, especially foodservice operators.

54. The Truth

55. #10
BE CULTISHLY ENTHUSIASTIC
ABOUT WHAT IS ESSENTIALLY JUST
ANOTHER REASON TO LOOK AT A
SCREEN

56. The Truth
A timeline, courtesy of Paul Ollinger
1994–2000
Technology
The digital foundation was created
2002–2008
Advertising
The advertising foundation was created
2010–?
Marketing
The marketing foundation will be created

57. The Truth
There is genuine enthusiasm and curiosity from
clients and agencies.
Beware of pedestals.
Think.

58. Thanks