- 1. Now Is Gone February 21, 2008
2. Part I: Why Should You Care? 3. What Hath Web 2.0 Wrought? 4.
5. Adoption Hits Early Majority Phase 6. Ciscos Marketing Effort 7.
McKinsey Global Survey ShowsBusinesses Are Engaging in Social Media
8. Impact on PR
- NEW:Symbiotic relationship w/ traditional media: Welcome to the
Fifth Estate
- Social Media returns PR to its core mission:Building goodwill
with stakeholders
- Can have dynamic impact on business
- New relational engagement strategies required
9. Part II: New Media Ready? 10. The New Set of Stakeholders 11.
Necessary Steps toGet Ready for Social Media
- Does your community gather information online?
- Give up control of the message
- Community participation attitude
- Committing the right resources are a must
- NEW : Expectations Organic vs. now
12. Dell Case Study
13. Southwest Airlines Case Study 14. Part III: Building a
Successful New Media Effort 15. Research: Focus on theCommunitys
Interests Research: Technorati, del.icio.us, StumbleUpon and Digg
Identify the social networkBack Channel Read and participate
Identify top market concerns and issues 16. NEW: Outcomesand
Measurement
- Why do it if you dont know what you want to achieve?
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- Influence or relationships?
17. The Editorial Mission
- Your company is now a media generator
- Great content serves interests
- Tangents create content opportunities
- Tie your subject matter expertise to your stakeholders
interests
- Result: Valuable information
- Codify it in writing, but remain flexible
18. Who and What
- Individual community manager vs. team
- CEO blogs and transparency
19. Compel Stakeholders withGreat Content Every Time!!! 20. Case
Studies
21. Promoting Your Effort 22. Engaging Your Community
- Participation is marketing
- RSS and SM tag based marketing
- Social network participation
- Traditional media relations
23. Coca-Cola Virtual Thirst 24. SeaWorld Case Study 25. Geez.
Politics!
26. Evolving YourSocial Media Effort 27. Think Liquid 28. Seven
Principles ofCommunity Building
- Give up control of the message
- Honesty, ethics and transparency
- Participation is marketing
- Audiences versus communities
- Full write-up at tinyurl.com/2ax5d3
29. GMs Reinvigorated Effort 30. Thank you