THE SOCIAL REALITY:Turning the Hype Into Real

Value For Your Business

July 29, 2009

What we will cover today:

1. Social network theory vs. social media2. Social marketing is about behavior, not a set of tools.3. What has really changed and its effect on marketers.4. Social marketing execution framework – the four ways (only four)5. Questions

Will you be my friend?

mgoddard@r2integrated.comTwitter: r2iMatt

This is a Social Network

Social Networking (sō'shəl nět'wûrk'ing) n.

• Innate human behavior to reduce risk when

making a decision by reaching out to our

relationships for advice.

• Decisions Matter

Decisions Matter

1992…

•Social

•Networked

•Built Relationships

•Better Decisions

…2009

•Social

•Network

•Build Relationships

•Better Decisions

Old vs. New

Old vs. New

Chamber of Commerce

Friends and Family

E-mail

Class Reunions

Industry Meetings

Newsletters

Social Networking (Old)

Social Media (New)

A change in the way we build relationships

+=

The New Math

A change in the way we make business decisions

The New Math

A change in the way we buy

The New Math

Social Media - The Game Changer

• Speed

• Storage

• Access

The customer is now in control

3:36 PM

4:00 PM

200-400 tweets every few seconds

Speed

Storage

• North of 4.5 million reviews

JustHost.com

Storage

Access

Access

Which would you hire?

Social Networking (Old)

Social Media (New)

A change in the way we buy

+=

The New Math

Social Media Marketing:

1. How has buying behavior been effected by social media?2. Execution using a framework, not a tool set approach.