Social Media: Evolution to Execution
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Transcript of Social Media: Evolution to Execution
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PROMO Live, 2007 – Social Media: Evolution to Execution
Social Media: Evolution to Execution
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PROMO Live, 2007 – Social Media: Evolution to Execution
Beyond Just Acknowledging It…
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PROMO Live, 2007 – Social Media: Evolution to Execution
My Mother Terrifies Me(as an advertiser; as her son, she is a wonderful mother)
Rural Iowa
Dial Up Internet
Still calls me to fix the time on the microwave and VCR and DVD player
Has not bought a new piece of technology herself in the last 30 years
HAS LEFT BLOG COMMENTS
(not on my blog)
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PROMO Live, 2007 – Social Media: Evolution to Execution
Why My Mother Terrifies You(as a company; as a person she is a wonderful woman)
Runs A Middle School Special Education Program
PTA Leader
Church group leader
She tells you more things about her day than you need to know (still love her though)
Blog comments were about her faulty windows
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PROMO Live, 2007 – Social Media: Evolution to Execution
How do we use social media?
What are the issues surrounding executing social media ideas?
What can social media do for brand communications?
Social Media: Evolution to Execution
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PROMO Live, 2007 – Social Media: Evolution to Execution
Connected Through Social Media…
David ArmanoVP, Experience Design Critical MassAuthor of Logic+Emotion
Noah BrierNaked CommunicationsAuthor of Noahbrier.com
Rohit BhargavaVP, Interactive MarketingOgilvy Public RelationsAuthor of Influential Marketing Blog
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PROMO Live, 2007 – Social Media: Evolution to Execution
David ArmanoVP, Experience Design Critical MassAuthor of Logic+Emotion
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PROMO Live, 2007 – Social Media: Evolution to Execution
The Lines Have Blurred. We’re All Marketers.
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PROMO Live, 2007 – Social Media: Evolution to Execution
But “Professional” Marketers Have An Image Problem
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PROMO Live, 2007 – Social Media: Evolution to Execution
The Root Cause of the Problem
Addiction To Bright + Shiny Objects
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PROMO Live, 2007 – Social Media: Evolution to Execution
“Web 2.0” Is The Mother of all Bright + Shiny Objects
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PROMO Live, 2007 – Social Media: Evolution to Execution
Symptoms Of B.S.O.S. (Bright + Shiny Object Syndrome)
-A soft spot for buzzwords
-A disposition to regurgitate the latest buzzwords you just overheard
-An insatiable desire to sell “the latest thing” to clients
-A tendency to believe the hype, without investigating for yourself
-A tendency to dismiss without investigating for yourself
-Excess use of the word “viral” viral…viral…viral.. viral…
-Lack of interest in research or first hand experience
-Total disregard for customer, brand or business needs
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PROMO Live, 2007 – Social Media: Evolution to Execution
Prognosis: Inability To Effectively Guide Clients
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PROMO Live, 2007 – Social Media: Evolution to Execution
Rx: Empathy. Understanding. Openness.
Investigating(3rd party research, reports, etc.)
Talking + Walking With People(ethnography, observation, etc.)
Sharing What We Know(connectivity, shared experiences + knowledge)
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Learning By Doing(experimentation, usage, adoption)
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PROMO Live, 2007 – Social Media: Evolution to Execution
10 Questions For The Agency Executive
1. Do you read blogs? Which ones?
2. Do you have a personal blog? What's it about?
3. Do you participate in at least one social network? Which one?
4. Have you ever uploaded a video online? What did you use to do it?
5. What's your favorite search engine. Why?
6. Have you ever used an online classified service like craigslist?
7. Besides making phone calls—how else do you use your mobile phone?
8. Have you ever registered a domain name?
9. Do you use social bookmarks or tagging?
10. Do you use a feed reader of some sort? Which one? Why?
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PROMO Live, 2007 – Social Media: Evolution to Execution
Why? Because Marketing Isn’t A Drive Through McMenu
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PROMO Live, 2007 – Social Media: Evolution to Execution
…It’s An Ecosystem
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PROMO Live, 2007 – Social Media: Evolution to Execution
Noah BrierNaked CommunicationsAuthor Noahbrier.com
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PROMO Live, 2007 – Social Media: Evolution to Execution
Rohit BhargavaVP, Interactive MarketingOgilvy Public RelationsAuthor Influential Marketing Blog
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PROMO Live, 2007 – Social Media: Evolution to Execution
What’s Changing?
Your secrets are not secrets Falling asleep on a couch is bad Faceless doesn’t work anymore Herb’s mom reads blogs Familiarity is not required for trust
Rohit Bhargavawww.influentialmarketingblog.com
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PROMO Live, 2007 – Social Media: Evolution to Execution
Everything is Connected
Rohit Bhargavawww.influentialmarketingblog.com
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PROMO Live, 2007 – Social Media: Evolution to Execution
Which means …
Transparency doesn’t work for a-holes Active listening requires participation The encyclopedia of perception is truth Co-creation is the new innovation Impressions are meaningless
Rohit Bhargavawww.influentialmarketingblog.com
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PROMO Live, 2007 – Social Media: Evolution to Execution
5 Counterintuitive Lessons
Screw up with style Admit you are marketing Hook your campaign to identity Don’t automatically start a blog Have a personality and use it
Rohit Bhargavawww.influentialmarketingblog.com
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PROMO Live, 2007 – Social Media: Evolution to Execution
Social Media: Evolution to Execution
This panel on social media was brought together through the power of social media. Through blogs, blog comments and twitter I was able to “meet” today’s panelist. The blogosphere has some excellent thought leaders on social media and I am very thankful for today’s panelist to take time to be a part of today’s event.
To continue to follow the panelist’s thought leadership views on social media check out their blogs (be sure to leave a comment) and follow their twitter feeds.
David Armano - http://darmano.typepad.com/
Noah Brier - http://www.noahbrier.com/
Rohit Bhargava - http://rohitbhargava.typepad.com/
Herb Sawyer - http://www.herbsawyer.com/