THE

10 CLICHÉSOF

SOCIAL MEDIA PRESENTATIONS

#1PRESENT EVERYTHINGAS A NUMBERED LIST

There’s a lot to learn, and people are tryingto package it in digestible chunks.

We saw fewer lists at SMWF than we seedaily in our inboxes.

Lists are a symptom of our short attentionspan.

Trust not the numbered list.

Except this one.

The Truth

#2DEFINE SOCIAL MEDIA BY

WHAT IT IS NOT

“It’s not social media. It’s marketing.”

-Paul Ollinger

“If you think of social media as a tool,

then you are a tool.”

-Ben Parr

Social media is also not:

Limited to teenagers, egomaniacs, andcelebrities.

A replacement for a marketing plan.

Going away.

Social media is:

Facebook, Twitter, YouTube, Blogging, Foursquare, etc.

Anyplace people are conversing online.

Person to person. Thought to thought.

How people educate themselves about life, love, parenting,eating, politics, life insurance, and woodworking.

Where anyone can be a producer, a critic, and an expert.

Just one spoke in the marketing wheel.

The Truth

#3CLAIM TO NOT BE A

SOCIAL MEDIA GURU,EVEN IF YOUR BLOG URL IS

SOCIALMEDIAGURU.NET

The internet is lousy with social media experts.

White papers abound. Everyone wants to lead.

So what can we learn? How and from whom?

Ben Parr of Mashable.com is a decent start.

The Truth

We now feel comfortable publishing everythingto everyone.

The trend:• A return to local• Foursquare• Twitter geolocation• Yowza (mobile couponing)

The Truth

If you think mobile is big now, just wait.

2013: 1 billion+ heavy mobile web users.

The Truth

Ben’s big tips:

• Latch onto mobile- Stay on top of local networks

• Engagement management tools are your friends

The Truth

Social media: here’s what people think

The Truth

Social media: here’s what it is

The Truth

#4PROVE FRACTURED MEDIAAND MARKETPLACE VIA

OVERWHELMING IMAGE CLOUD

It is a fractured landscape.But there are clear opportunities right now.

300 million people come to Facebookevery month.

YouTube is the second most-used searchengine. (Are you making videos yet?)

You can identify your market and saddlethe chaos with some simple tips.

The Truth

What percentage of B2B marketers are using social media as a marketing tactic?

57%

The Truth

Association of National Advertisers, 2009

The Truth

Despitebusy

schedulesoperatorsare betterconnectedthan theaverage

adult

“Go where consumers already want to be andhelp them do what they already want to do.”

–Christopher Barger, Dir Social Media, GM

“Get close to something you love, withpermission by the consumer to be there.”

–Angela Courtin, MySpace

“Fish where the fish are.”–Michael Donnelly, Group Director, Worldwide Interactive

Marketing, Coca-Cola

The Truth

#5DON’T SAY CONTEST.

EVEN THOUGH IT’SPROBABLY A CONTEST.

Nearly every case study we heard at SMWFinvolved a contest or promotion.

Upload this. Win that. Personalize our brand,then share that expression back out.

Go big on prizes. Cars. Hollywood premieres.

Fewer bigger, not more smaller.

The Truth

#6PEPPER LIBERALLY

WITH CHEESYBUSINESS-METAPHOR

STOCK PHOTOS

WTF, right?

Brands still need agencies.

But who owns the voice?

The Truth

The Truth

Employee owned voice: Twelpforce

Add tweets of Best Buy workforce to BestBuy Twitter handle @twelpforce.

Rather than relying on one expert to knoweverything, they tap into the experience ofthe people on the front lines.

Any customer can get help by adding@Twelpforce to their tech-tweet.

You’ll know when we know.

The Truth

Corporate-level plus expert-owned voice.

1,750,000+ followers to corporate account.

18,500 followers to recipe account.

1,600 followers to the wine account.

3,000 followers to cheese account.

500 followers to St. Louis Galleria account.

The Truth

Corporate-level social media juggernaut.

Controlled access, open conversation.

My Starbucks Idea actively invitesconversations.

Launched VIA® with tweets from cross-country road trip.

Fully integrated into digital presence.

Paul Ollinger

Real people want to connect with real things.

We’re moving away from the anonymous web(information) to the personal web (authenticity).

Bringing authentic real-world connections online.

A growing importance on identity and authenticity.

The Truth

#7SCARE THE BEJEEZUS

OUT OF EVERYONE

Social Media’s Tylenol Moment:Domino’s vs Boogers

Videos online for 12 hours: 500,000 views

Videos online for 24 hours: 1,000,000 views

Videos online for 48 hours: Domino’s responds

Everyone on your payroll is searchable.

We now have 1440 news cycles in a day.Yes, even in foodservice.

Use your peace time wisely.– Dallas Lawrence, Levick Strategic Communications

The Truth

The Truth

Melted down. Engaged the publicwith admirable digital efforts.

Melting down now. Slow to learnfrom GM’s success.

The Truth

Engaged CEO and CFO in social media conversations.

Shared new car designs with public at an early stage.

Rather than introducing new products through media,invited 100 Twitterers to take a look.

Engaged vocal and influential critics directly.

Broke news and PR into 140 character nuggets.

The Truth

Toyota, take note:Open candid engagement can win grudgingadmiration.

Need to be engaged prior to crisis to haveearned credibility.

Back it up after the crisis with sincerity andaction.

Social engagement can sell your product, evensomething as big as a car.

Success is only half in executing your program,the other half is telling people what you did.

If you want information on how to prepare andhow to respond, we have content for you.

A PDF from Lewis PR.

An entire freakin’ book from Levick StrategicCommunications.

The Truth

#8SHAMELESSLY PLUG

YOUR OWN WORK

7,000+ unique visits20,000+ page views250 Twitter followersBest Digital Direct Response, 2009 DPAC Awards

Twitter feed to home pageBlog customization for 5 chaptersFeatures Disqus Sharing Tool300 Facebook Fans

Recipe contest microsite and Twitter feed3,300+ unique visitors12,700+ page views60+ recipe entries146 Twitter followers

Doing it is proving it.

Make mistakes on yourself first.

The Truth

#9USE OUTMODED TECHNOLOGYTO TALK ABOUT CUTTING-EDGE

TECHNOLOGY

The Truth

Presentations at SMWF were powerpoint, face-to-face.

Most of the audience was simultaneously sharing thosepresentations with the planet via social media.

Many were using mobile.

The Truth

Gowalla and foursquare combine location-basedservices with social gaming.

Gowalla has 20,000 check-ins daily.

Foursquare has 1,000,000 check-ins weekly.

Local and mobile are big opportunities for any brick-and-mortar business, especially foodservice operators.

The Truth

#10BE CULTISHLY ENTHUSIASTIC

ABOUT WHAT IS ESSENTIALLY JUSTANOTHER REASON TO LOOK AT A

SCREEN

A timeline, courtesy of Paul Ollinger

1994–2000TechnologyThe digital foundation was created

2002–2008AdvertisingThe advertising foundation was created

2010–?MarketingThe marketing foundation will be created

The Truth

There is genuine enthusiasm and curiosity fromclients and agencies.

Beware of pedestals.

Think.

The Truth

Thanks