My presentation given at IABC Kentucky and Social Media Club of Louisville event on 11.17.09

1. Messages that Matter
Social Media Boot Camp | 11.17.09
Kevin Dugan | Empower MediaMarketing
flickr.com/photos/mattwells2/339027823

2. badpitch.blogspot.com | @prblog
IABC Kentucky | Social Media Club Louisville
Bootcamp Copyright Kevin Dugan │ @prblog

3. Messages That Matter
1. Messaging Basics
2. Transitioning to Social Media
3. Case Studies
4. Action Items
IABC Kentucky | Social Media Club Louisville
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4. Can you name this retailer?
IABC Kentucky | Social Media Club Louisville
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5. Can you name this retailer?
IABC Kentucky | Social Media Club Louisville
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6. Can you be Brief?
MESSAGING BASICS
IABC Kentucky | Social Media Club Louisville
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7. Social Media Paradox
IABC Kentucky | Social Media Club Louisville
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8. Creative Brief
• One-page foundation for messages
– Audience/customer insights
– Key points of differentiation
– Reasons to believe
• Prevents mission creep
• Encourages integration
• Created at brand and project levels
IABC Kentucky | Social Media Club Louisville
Bootcamp Copyright Kevin Dugan │ @prblog

9. Creative Brief
• Surrounds Ads
customer with a
consistent News
Store
message Media
Customer
• Integration ≠
Effective
Messaging Social
Online
Media
IABC Kentucky | Social Media Club Louisville
Bootcamp Copyright Kevin Dugan │ @prblog

10. Finding your Social Voice
TRANSITIONING TO SOCIAL MEDIA
IABC Kentucky | Social Media Club Louisville
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11. From Brand Voice to Social Voice
Brand Voice Social Voice
Brand accurately reflected Manifested in several real people
Single, anonymous, one-way Brand is more human in social
Consistent across touch Engaging and two-way
points
Unique to the company Listens, learns and interacts
− Shiv Singh, Social Media for Dummies
IABC Kentucky | Social Media Club Louisville
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12. Creative Brief 2.0 -- Storytelling
• When facts are widely available and instantly
accessible, they become less valuable. Stories
are easier to remember than facts.
-- A Whole New Mind, Dan Pink
• Stories are facts, wrapped in an emotion,
bringing people together and building loyalty.
-- The Elements of Persuasion, Maxwell & Dickman
IABC Kentucky | Social Media Club Louisville
Bootcamp Copyright Kevin Dugan │ @prblog

13. connect live
support
feedback
friend/ Facebook, LinkedIn,
follow/ Twitter, Flickr, YouTube
fan
reply/ rt
share/
comment/ link discuss
IABC Kentucky | Social Media Club Louisville
Bootcamp Copyright Kevin Dugan │ @prblog

14. The Need for Story
• “Incessant online chatter are pixels of people’s
online identity.” – Clive Thompson, NYT
• Consumers are constantly finding ways to
express themselves via varying media -- from
online profiles to fashion – Iconoculture
• Ambient awareness is the end result
IABC Kentucky | Social Media Club Louisville
Bootcamp Copyright Kevin Dugan │ @prblog

15. Best Buy | Sharpie | Sodexo
CASE STUDIES
IABC Kentucky | Social Media Club Louisville
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16. Case Studies
• Best Buy: Retail’s Social Brand
• Sharpie: CPG Storyteller
• Sodexo: Foodservice HR Network
IABC Kentucky | Social Media Club Louisville
Bootcamp Copyright Kevin Dugan │ @prblog

17. Best Buy
• Brand: Service-focused, innovator
• Tactics: Twelpforce customer service channel,
CMO blog, YouTube Channel, aggregates social
content and conversation
• Voice: Barry Judge and Best Buy employees
Best Buy has come full-circle
to become a social brand
IABC Kentucky | Social Media Club Louisville
Bootcamp Copyright Kevin Dugan │ @prblog

18. Best Buy
• Genuine stories, transparency and
experimentation
IABC Kentucky | Social Media Club Louisville
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19. Best Buy
IABC Kentucky | Social Media Club Louisville
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20. Best Buy
IABC Kentucky | Social Media Club Louisville
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21. Sharpie
• Brand: Enable storytelling, inspire creativity
and encourage trial
• Tactics: Customer community, blog, Flickr,
Twitter, Facebook and YouTube
• Voice: Sharpie Susan Wassel
Storytelling equates sales, advocacy
and loyalty for Sharpie
IABC Kentucky | Social Media Club Louisville
Bootcamp Copyright Kevin Dugan │ @prblog

22. flickr.com/photos/vodcars/1981244224
flickr.com/photos/vodcars/1981232376
IABC Kentucky | Social Media Club Louisville
Bootcamp Copyright Kevin Dugan │ @prblog

23. IABC Kentucky | Social Media Club Louisville
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24. IABC Kentucky | Social Media Club Louisville
Bootcamp Copyright Kevin Dugan │ @prblog

25. Sodexo
• Brand: Start conversations to humanize and
recruit
• Tactics: Past employees are advocates, full-
scale CGM across Twitter, Flickr, Facebook,
blogs and YouTube details culture
• Voice: Kerry Noone
Sodexo shows benefit of engaging employees
IABC Kentucky | Social Media Club Louisville
Bootcamp Copyright Kevin Dugan │ @prblog

26. IABC Kentucky | Social Media Club Louisville
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27. IABC Kentucky | Social Media Club Louisville
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28. IABC Kentucky | Social Media Club Louisville
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29. Learn by Doing
ACTION ITEMS
IABC Kentucky | Social Media Club Louisville
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30. Action Items
1. Set Social Marketing Goals: This helps
identify social voice(s)
2. Conduct Due-Diligence: Is your voice Google-
friendly?
3. Revisit Creative Brief: Is the right story told to
the right people in the right places?
IABC Kentucky | Social Media Club Louisville
Bootcamp Copyright Kevin Dugan │ @prblog

31. Action Items
4. Share: Design messages that can be
customized and spread by customers,
influencers and advocates
5. Broaden Definitions: Content, messages and
models are changing
6. Revisit Touch Points: Are you sprinkling social
across other marketing efforts?
IABC Kentucky | Social Media Club Louisville
Bootcamp Copyright Kevin Dugan │ @prblog

32. Action Items
7. Cross-Platform Wisely: Take into account
strengths and limitations in each platform
8. Consider Blended Opportunities: There is
solid ground between paid and social media
9. Ask me a question! This is the last slide.
IABC Kentucky | Social Media Club Louisville
Bootcamp Copyright Kevin Dugan │ @prblog

33. Thank You
bit.ly/kybootcamp
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