PRESENTED BY: JANINE A. SOUTHARD

April 23, 2009

SOCIAL MEDIA FOR BUSINESS

CONTENTS

C O N F I D E N T I A LCONFIDENTIAL C O N F I D E N T I A LC O N F I D E N T I A L

-What?

-Examples: ›Good› Bad

-Best Practices- Social Media At Your Agency

April 23, 2009 | 2

What?

C O N F I D E N T I A LCONFIDENTIAL C O N F I D E N T I A LC O N F I D E N T I A LCONFIDENTIAL C O N F I D E N T I A L

-You do it every day

-You hear about it on the radio

- It is . . . talking to people using the Internet!

- Insert pic of your agency owner on Facebook

April 23, 2009 | 3

Good Example: Blendtec

C O N F I D E N T I A LCONFIDENTIAL C O N F I D E N T I A LC O N F I D E N T I A LCONFIDENTIAL C O N F I D E N T I A LApril 23, 2009 | 4

Bad Example: DELL 2005

C O N F I D E N T I A LCONFIDENTIAL C O N F I D E N T I A LC O N F I D E N T I A LCONFIDENTIAL C O N F I D E N T I A L

OPPORTUNITY­“Dell Hell” blogger Jeff Jarvis

ACTION: NONE­Failure. Anger. Huge uptick in negative stories.

April 23, 2009 | 5

Good Example: DELL 2007

C O N F I D E N T I A LCONFIDENTIAL C O N F I D E N T I A LC O N F I D E N T I A LCONFIDENTIAL C O N F I D E N T I A L

OPPORTUNITY­Unhappy customers spend time talking to all the wrong CSR people

NEW ATTITUDE – 2007 ! TO PRESENT­Get involved with many online communities

­New word is “relationship”

April 23, 2009 | 6

BAD EXAMPLE: SONY “VIRAL”

Ever wonder why airports are full of the Nintendo DS?

BEST PRACTICES

C O N F I D E N T I A LCONFIDENTIAL C O N F I D E N T I A LC O N F I D E N T I A LCONFIDENTIAL C O N F I D E N T I A L

•Authenticity

•Branding

•Conversations

•Consumer check-in & monitoring

•Longevity

April 23, 2009 | 8

Agency – Client Side

C O N F I D E N T I A LCONFIDENTIAL C O N F I D E N T I A LC O N F I D E N T I A LCONFIDENTIAL C O N F I D E N T I A LApril 23, 2009 | 9

PART OF A CAMPAIGN­Who should it reach?

­What’s interesting to them?

­How to affect them positively?

­Stay on brand!

Photo © Wendy Piersall/Sparkplugging.com http://www.flickr.com/photos/wendypiersall/2681193498/

Agency - Client Side (part 2)

CAN DO­Research and set-up

­Track conversations

­Quantify results

­Consult and advise

CAN’T DO­Pretend to be the brand

­Make fake posts

April 23, 2009 | 10

Agency – Internal

C O N F I D E N T I A LCONFIDENTIAL C O N F I D E N T I A LC O N F I D E N T I A LCONFIDENTIAL C O N F I D E N T I A LApril 23, 2009 | 11

OUTWARD FACING­Who should we reach?

­What’s interesting to them?

­How to affect them positively?

­Stay on brand! Photo © Tom T http://www.flickr.com/photos/scraplab/3175872479/

Agency – Internal (part 2)

C O N F I D E N T I A LCONFIDENTIAL C O N F I D E N T I A LC O N F I D E N T I A LCONFIDENTIAL C O N F I D E N T I A LApril 23, 2009 | 12

INWARD FACING­Collaboration

­Keeping up with interactive marketing trends

­Knowing what’s going on across the company

­Stay on brand!

Social Media is everywhere these days.

Now we get to use it!

C O N F I D E N T I A LCONFIDENTIAL C O N F I D E N T I A LCONFIDENTIAL C O N F I D E N T I A LCONFIDENTIAL C O N F I D E N T I A LC O N F I D E N T I A LCONFIDENTIAL C O N F I D E N T I A L