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30 Ideas in
30 Minutes
with Kenny Lauer
Vice President, Digital Experience
George P. Johnson
Twitter: @kennyL
Live from New York, it’s…
                            1
                            Listen
                            Act
                            Win
Live from New York, it’s…
                                                             1
                                                             Listen
                                                             Act
                                                             Win




8.68 on USA TODAY’s Ad meter poll   12 million Viewers SNL
1
                                                                     Listen
                                                                     Act
                                                                     Win




     “…the voice of one person is no longer “statistically
     insignificant” and that collectively we can improve the world
     one experience at a time.” –Dave Carroll

http://bit.ly/smslauer1
It’s Important to Be Seen

                                                                                2
      “Sawa Bona”
       [I see you]




                                                       “Sik Bona”
                                                       [I am here]


Written by Flavio Gikovate –psychoanlyst. Chris M
It’s Important to Be Seen

                                                                                    2
                   “Sawa Bona”
                    [I see you]




 “Sometimes you want to go
 Where everybody knows your name,
 And they're always glad you came”


http://media.80stees.com/images/products/Cheers_Norm-T.jpg
3
                         Best
                         Asset of
What is your company’s   every

MOST valuable asset?     company




                                    7	
  
3
            Best
            Asset of
            every
            company




Customers
                       8	
  
Your customers determine…   3
                            Best
                            Asset of
                            every
                            company



       . . . your brand
     . . . your revenue
       . . . your future
                                       9	
  
Corporate Control is a Myth

                                           4

Your Brand is not defined by you
Corporate Control is a Myth

                                                              4


“…They [ your customers ] are redefining for
themselves that brand you spent millions of dollars, or
hundreds of millions of dollars, creating.”
-- Groundswell: Winning in a World Transformed by Social Technologies,
                                                   J. Bernoff and C. Li
funnel



                     Corporate Control is a Myth

                                                   4

     Corporate Control is a Myth




“No, I'm simply saying that life, uh…finds a way”
Our old friend “The Funnel”
                                                                5
                                                                The Good
                                                                OL’ Days




http://birdahonk.com/domains/birdahonk/files/Rethinking%20The
%20Funnel.gif
The New Funnel
                 5
                 The Good
                 OL’ Days
The New Funnel
                                                         Virtual Event

                                                                                               5
                FourSquare                                  Forums
                                     SMS


                                                     Podcast                     Friends
                                                                                                The Good
                             Iphone App
    Viral Mkt                                                                                   OL’ Days
                                                     Competitor Site
                 Google
Virtual Event                                                                          Blog
                                   Widget                                Video


                               You Tube                     Yelp



                                                                         Facebook

                 Tweetstream              Flickr Picts




                                                                                              Know our customers
Don’t ask a social media expert if you should blog
or tweet, watch and ask your customers first
                                                     6
                                                     Don’t Ask
                                                       Me
Know your customers

                                                7
                                                Know
                                                your
                                                customers




http://bit.ly/smslauer7
Know your customers

                                                         7




Jeremiah Owyang, Altimeter Group
IT IS…

    - NOT about the Technology
                                 8
                                 Twitter
         + a means to an end     is NOT
                                 a social
                                 media
                                 plan
IT IS…

    - NOT about the Technology
                                     8
                                     Twitter
         + a means to an end         is NOT
                                     a social
                                     media
IT IS…                               plan
   - NOT where you do social media
    + how your going to be social

 Goal: TO DO MORE BUSINESS
You Better Be Listening


         If a
                                       9
conversation happens
and you aren’t there to
       hear it,
        did it
      happen?

 START LISTENING 
Everywhere all the time

                          10
Everywhere all the time

                                                     10




http://bit.ly/smslauer10
It’s all about engagement

                            11
Balance: Talking and Talked About

                     Paid
                                    12
                                    It’s a
                                    Balancing
                                    Act
Where’s Waldo?

                                            13




http://bit.ly/smslauer13
Where’s Waldo?

                 13
Global Trends

                                           14




http://bit.ly/smslauer14
Global Trends

                                            14




http://bit.ly/smslauer14a
15
                                                                                                                               1 part
                                                                                                                               chemistry
                                                                                                                               1 part
                                                                                                                               marketing




http://bit.ly/smslauer15
                                                                                                                        	
  
http://www.omginfographics.com/2010/05/social-media-periodic-table-and-periodic-table-of-social-media-marketing-elements/
16
                   Quality
                   NOT
                   Quantity
Can I enemy you?
Can I enemy you?           16
                              Quality
                              NOT
                              Quantity
 • How you interact online
• Strength of relationships
     • Your Reputation
17

Goodbye websites
hello social places
hello social places
Goodbye Websites

                                                                                        17
    Framework:                                                                    8. Seamless
                                                                                     integration
    Evolution of the Social Corporate                                    7. Social log-in
    Website                                                                 triggers sharing
                                                                6. Users stay on site with
                                                                   social log-in

                                                      5. Aggregate discussion on site


                                         4. Brand integrated in social channels

                               3. Link away but encourage sharing

                      2. Link away with no strategy

             1. No social integration

http://bit.ly/smslauer17a
18
PRE-EVENT                    DURING EVENT                        POST-EVENT
                                                                                                Integrate
                                                                                                Social
1.  Sent out Social Media         1.    Conversations            1.    Share everything
    Press release                       1.  Twitter              2.    Post video of what was   Media
2.  Create or leverage a social         2.  TXT messaging              missed                   into your
    network                             3.  Social Networking    3.    Continue to social
3.  Setup mobile alerts &         2.    Event Capture                  network                  events.
    reminders                           1.  Blogs                4.    Follow the
4.  Define social media tags            2.  Live Streaming             conversation and take
    for flickr, twitter etc..           3.  Post-seminar               note
    (#Cisco08)                              speaker interviews   5.    Add crowdsourcing to
5.  Make Event widget                   4.  Online                     add or replace post-
    available to all                        Communities                event surveys
6.  Make available pre-event            5.  Text to screen       6.    Aggregate and
    videos/podcasts/pictures                vote/survey                promote content
    to enroll and engage.         3.    Event Mgmt               7.    Extend to communities
7.  Promote through RSS,                1.  SMS alerts /               and social networks
    Blogs, social bookmarking               reminders            8.    Use content to
    and other social media              2.  Mobile WAP                 promote next event
8.  Encourage Pre-event
    posting and sharing of
    content
Think Resources Not Constraints


Get outside the four-walls of the event
                                                        19
Think Resources Not Constraints


Get outside the four-walls of the event
                                                        19
Extend Your Physical Events

                                                  20
Physical Events should have a virtual component

 1.  Extend content reach
 2.  Extend spend
 3.  Extend duration
20
Virtual events don’t
     cannibalize
  physical events.
          They extend it. Get over it.
2 Strategies Events Must Have:       21
                                      Event
•  Hashtag Strategy                   Must
                                      Haves
•  Social Media Monitoring Strategy
22
      games drive behavior


      right behavior drives
      business goals

  http://bit.ly/smslauer22
Putting the fun in functional
Games address human needs

                                                       23




http://bit.ly/smslauer23
Games address human needs

                              23




                            Rajat Paharia
                            Bunchball
  Maximize retweetability [115]!

               Reply: often [75%]!                              24
               DM if it’s a halfalogue!                         Twitter
                                                                 Tips
               Autofollow: Don’t!
                                                                 -or-

              Enough about you, what about me!!                 “Oh No
                                                                 You’re Not!

              No company in your profile name !

              It’s not SMS [ 4u LOL ]!

              Use Bit.ly (forget about the rest)!

Twi(er	
  tutorial:	
  	
  	
  	
  h(p://bit.ly/smslauer24	
  
Don’t Twitter drunk

                                  25


           Sticks and stones
         will break my bones
but tweets will never hurt me
        (or posts, or clips, or
                  comments)
Don’t Twitter Drunk

                                                                 25
“You can’t take something
    off of the Internet.
 That’s like trying to take
  pee out of a swimming
            pool.”
    — Joe Ragan, Newsradio
    As quoted in “Groundswell” by Charlene Li and Josh Bernoff
Don’t Twitter Drunk

                                   25
“What happens in Vegas
   Stays in twitter.”
      — Annonymous
Don’t Twitter Drunk

                                  25
Deleted messages can
 be discoverable in a
      court of law.
        “ouch”
26
                        QR
                        Code
                        Support
                        Social
                        Media




Buzzzzz-­‐tag.com	
  
27
Social
Augment
Reality
 
Social Augment Reality

                            27
                            1
Location services: Don’t leave home without it

                                                       28




Remember when this was
    Four Square?
Location services: Don’t leave home without it

                                                 28




   http://bit.ly/smslauer28
    http://bit.ly/smslauer28a
29
                                                                            Make
                                                                            Good
      “Make Me a Viral Campaign”                                            Content




                          Adjective, not a noun
                               —ze frank



Copy	
  of	
  Seth’s	
  book	
  ideavirus:	
  h(p://bit.ly/smslauer29	
  
It’s all one experience.

                           30
30
                                        Time to
                                        Get Wet.


                                        Into the
                                        Streams
                                        we go




http://bit.ly/smslauer30
Photo credit: Stream by aspheric.lens
Concepts you should know


      flash Mob            *
     river of news
     social graph
       tag cloud
         cloud
    crowdsourcing
    virtual Goods
       mashup
Be Real. Be Responsive. Be Generous. Be a Mensch.
Kenny Lauer
Vice President
Digital Experience                                          *
George P Johnson
@kennyL
klauer@gpj.com




FOLLOW ME: http://bit.ly/smslauer

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30 ideas in 30 minutes with Kenny Lauer of GPJ

  • 1. 30 Ideas in 30 Minutes with Kenny Lauer Vice President, Digital Experience George P. Johnson Twitter: @kennyL
  • 2. Live from New York, it’s… 1 Listen Act Win
  • 3. Live from New York, it’s… 1 Listen Act Win 8.68 on USA TODAY’s Ad meter poll 12 million Viewers SNL
  • 4. 1 Listen Act Win “…the voice of one person is no longer “statistically insignificant” and that collectively we can improve the world one experience at a time.” –Dave Carroll http://bit.ly/smslauer1
  • 5. It’s Important to Be Seen 2 “Sawa Bona” [I see you] “Sik Bona” [I am here] Written by Flavio Gikovate –psychoanlyst. Chris M
  • 6. It’s Important to Be Seen 2 “Sawa Bona” [I see you] “Sometimes you want to go Where everybody knows your name, And they're always glad you came” http://media.80stees.com/images/products/Cheers_Norm-T.jpg
  • 7. 3 Best Asset of What is your company’s every MOST valuable asset? company 7  
  • 8. 3 Best Asset of every company Customers 8  
  • 9. Your customers determine… 3 Best Asset of every company . . . your brand . . . your revenue . . . your future 9  
  • 10. Corporate Control is a Myth 4 Your Brand is not defined by you
  • 11. Corporate Control is a Myth 4 “…They [ your customers ] are redefining for themselves that brand you spent millions of dollars, or hundreds of millions of dollars, creating.” -- Groundswell: Winning in a World Transformed by Social Technologies, J. Bernoff and C. Li
  • 12. funnel Corporate Control is a Myth 4 Corporate Control is a Myth “No, I'm simply saying that life, uh…finds a way”
  • 13. Our old friend “The Funnel” 5 The Good OL’ Days http://birdahonk.com/domains/birdahonk/files/Rethinking%20The %20Funnel.gif
  • 14. The New Funnel 5 The Good OL’ Days
  • 15. The New Funnel Virtual Event 5 FourSquare Forums SMS Podcast Friends The Good Iphone App Viral Mkt OL’ Days Competitor Site Google Virtual Event Blog Widget Video You Tube Yelp Facebook Tweetstream Flickr Picts Know our customers
  • 16. Don’t ask a social media expert if you should blog or tweet, watch and ask your customers first 6 Don’t Ask Me
  • 17. Know your customers 7 Know your customers http://bit.ly/smslauer7
  • 18. Know your customers 7 Jeremiah Owyang, Altimeter Group
  • 19. IT IS… - NOT about the Technology 8 Twitter + a means to an end is NOT a social media plan
  • 20. IT IS… - NOT about the Technology 8 Twitter + a means to an end is NOT a social media IT IS… plan - NOT where you do social media + how your going to be social Goal: TO DO MORE BUSINESS
  • 21. You Better Be Listening If a 9 conversation happens and you aren’t there to hear it, did it happen?  START LISTENING 
  • 23. Everywhere all the time 10 http://bit.ly/smslauer10
  • 24. It’s all about engagement 11
  • 25. Balance: Talking and Talked About Paid 12 It’s a Balancing Act
  • 26. Where’s Waldo? 13 http://bit.ly/smslauer13
  • 28. Global Trends 14 http://bit.ly/smslauer14
  • 29. Global Trends 14 http://bit.ly/smslauer14a
  • 30. 15 1 part chemistry 1 part marketing http://bit.ly/smslauer15   http://www.omginfographics.com/2010/05/social-media-periodic-table-and-periodic-table-of-social-media-marketing-elements/
  • 31. 16 Quality NOT Quantity Can I enemy you?
  • 32. Can I enemy you? 16 Quality NOT Quantity • How you interact online • Strength of relationships • Your Reputation
  • 33. 17 Goodbye websites hello social places hello social places
  • 34. Goodbye Websites 17 Framework: 8. Seamless integration Evolution of the Social Corporate 7. Social log-in Website triggers sharing 6. Users stay on site with social log-in 5. Aggregate discussion on site 4. Brand integrated in social channels 3. Link away but encourage sharing 2. Link away with no strategy 1. No social integration http://bit.ly/smslauer17a
  • 35. 18 PRE-EVENT DURING EVENT POST-EVENT Integrate Social 1.  Sent out Social Media 1.  Conversations 1.  Share everything Press release 1.  Twitter 2.  Post video of what was Media 2.  Create or leverage a social 2.  TXT messaging missed into your network 3.  Social Networking 3.  Continue to social 3.  Setup mobile alerts & 2.  Event Capture network events. reminders 1.  Blogs 4.  Follow the 4.  Define social media tags 2.  Live Streaming conversation and take for flickr, twitter etc.. 3.  Post-seminar note (#Cisco08) speaker interviews 5.  Add crowdsourcing to 5.  Make Event widget 4.  Online add or replace post- available to all Communities event surveys 6.  Make available pre-event 5.  Text to screen 6.  Aggregate and videos/podcasts/pictures vote/survey promote content to enroll and engage. 3.  Event Mgmt 7.  Extend to communities 7.  Promote through RSS, 1.  SMS alerts / and social networks Blogs, social bookmarking reminders 8.  Use content to and other social media 2.  Mobile WAP promote next event 8.  Encourage Pre-event posting and sharing of content
  • 36. Think Resources Not Constraints Get outside the four-walls of the event 19
  • 37. Think Resources Not Constraints Get outside the four-walls of the event 19
  • 38. Extend Your Physical Events 20 Physical Events should have a virtual component 1.  Extend content reach 2.  Extend spend 3.  Extend duration
  • 39. 20 Virtual events don’t cannibalize physical events. They extend it. Get over it.
  • 40. 2 Strategies Events Must Have: 21 Event •  Hashtag Strategy Must Haves •  Social Media Monitoring Strategy
  • 41. 22 games drive behavior right behavior drives business goals http://bit.ly/smslauer22 Putting the fun in functional
  • 42. Games address human needs 23 http://bit.ly/smslauer23
  • 43. Games address human needs 23 Rajat Paharia Bunchball
  • 44.   Maximize retweetability [115]!   Reply: often [75%]! 24   DM if it’s a halfalogue! Twitter Tips   Autofollow: Don’t! -or-  Enough about you, what about me!! “Oh No You’re Not!  No company in your profile name !  It’s not SMS [ 4u LOL ]!  Use Bit.ly (forget about the rest)! Twi(er  tutorial:        h(p://bit.ly/smslauer24  
  • 45. Don’t Twitter drunk 25 Sticks and stones will break my bones but tweets will never hurt me (or posts, or clips, or comments)
  • 46. Don’t Twitter Drunk 25 “You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.” — Joe Ragan, Newsradio As quoted in “Groundswell” by Charlene Li and Josh Bernoff
  • 47. Don’t Twitter Drunk 25 “What happens in Vegas Stays in twitter.” — Annonymous
  • 48. Don’t Twitter Drunk 25 Deleted messages can be discoverable in a court of law. “ouch”
  • 49. 26 QR Code Support Social Media Buzzzzz-­‐tag.com  
  • 52. Location services: Don’t leave home without it 28 Remember when this was Four Square?
  • 53. Location services: Don’t leave home without it 28 http://bit.ly/smslauer28 http://bit.ly/smslauer28a
  • 54. 29 Make Good “Make Me a Viral Campaign” Content Adjective, not a noun —ze frank Copy  of  Seth’s  book  ideavirus:  h(p://bit.ly/smslauer29  
  • 55. It’s all one experience. 30
  • 56. 30 Time to Get Wet. Into the Streams we go http://bit.ly/smslauer30 Photo credit: Stream by aspheric.lens
  • 57. Concepts you should know flash Mob * river of news social graph tag cloud cloud crowdsourcing virtual Goods mashup
  • 58. Be Real. Be Responsive. Be Generous. Be a Mensch. Kenny Lauer Vice President Digital Experience * George P Johnson @kennyL klauer@gpj.com FOLLOW ME: http://bit.ly/smslauer