gfw ceo roundtable

FOUR HARD TRUTHS

(AND ONE SOLUTION):

A CEO’S GUIDE

TO SOCIAL MEDIA

PRESENTED BY ANTHONY JULIANO

WHY SOCIAL MEDIA

MATTERS

http://www.flickr.com/photos/scragz/91147636/

SOCIAL MEDIA IS

PEOPLE HAVING

CONVERSATIONS

ONLINE…

…BUT IT ALSO REPRESENTS A

FUNDAMENTAL SHIFT

IN HOW WE COMMUNICATE

WHAT MARKETING

COMMUNICATIONS

USED TO LOOK LIKE

AUDIENCE

WHAT MARKETING

COMMUNICATIONS LOOKS LIKE

TODAY

AUDIENCE

PEOPLE DON’T

WANT TO BE

MARKETED TO…

THEY DO, HOWEVER,

WANT ANSWERS

BUT THEIR PREFERRED

SOURCE OF ANSWERS IS

THEIR PEERS

BUT THAT HASN’T

ALWAYS BEEN EASY

• Internet = less revolutionary than we

thought

MASS ADOPTION OF

THE INTERNET WAS

JUST THE START

• Easy today (group of people in a circle

w/phones)

TODAY, WE CAN SHARE

WITH THE WORLD

“CONSUMERS HAVE MORE DIRECT, DAILY CONTACT

WITH OTHER CONSUMERS THAN HAS EVER BEEN

POSSIBLE IN THE HISTORY OF THE PLANET. MORE

CONTACT MEANS MORE SHARING OF INFORMATION…

IN SHORT, MORE WORD OF MOUTH.”

SOCIAL MEDIA IS CHANGING

ORGANIZATIONS

“THE CLOSER YOU GET TO THE FRONT, THE MORE POWER

YOU HAVE OVER THE BRAND. ONE ERRANT MINIMUM-

WAGE COG IN THE MACHINE CAN CRIPPLE AN ENTIRE

BRAND, OR AT THE VERY LEAST, WRECK THE LIFETIME

VALUE OF A CUSTOMER.”

“FROM A BUSINESS MODEL AND LEADERSHIP

PERSPECTIVE, WE'RE SEEING A MASSIVE SHIFT FROM

MANAGEMENT BY COMMAND-AND-CONTROL TO

MANAGEMENT BY COLLABORATION AND

TEAMWORK…THIS SHIFT IS AS REVOLUTIONARY

AS THE ASSEMBLY LINE.”

SO, WHAT DOES

THIS MEAN FOR YOU?

SOCIAL MEDIA IS

NOT FREE

IT’S EASY TO GET

DISTRACTED

ADVERTISING IS

EASIER

SOCIAL MEDIA IS AN

AMPLIFIER

EVERY MINUTE SPENT ON SOCIAL

MEDIA IS A MINUTE TAKEN AWAY

FROM EVERYTHING ELSE

ORGANIC REACH ON

Sales

6%

WHAT MUST YOU HAVE

IN ORDER TO SUCCESSFULLY

ADVERTISE?

MONEY

A MESSAGE

A WILLING MEDIUM

WHAT MUST YOU HAVE

IN ORDER TO USE SOCIAL MEDIA

SUCCESSFULLY?

PERMISSION

• amplifier

WHAT DOES AN

AMPLIFIER DO?

OWNED/NICHE CONSUMER OPINION LIVE STREAMING VIDEO

“POTENTIAL” IS

THE ENEMY

OF “LIKELY”

THE BIGGEST MISSING PIECE IN MOST

SOCIAL MEDIA STRATEGIES:

NEARLY EVERYONE CAN DO THIS BUT FEW PEOPLE ACTUALLY

THINK BEYOND

SOCIAL MEDIA

WHY EMAIL (STILL) MATTERS

EMAIL OPEN RATE VS. ORGANIC REACH

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

Email Facebook Twitter

WHY EMAIL (STILL) MATTERS

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

MARKETERS WHO RATE ROI AS “GOOD” OR “VERY GOOD”

THE THREE PHASES

OF MARKETING

PLANNING EXECUTION

ASSESSMENT

WHAT USUALLY GETS

THE MOST ATTENTION?

PLANNING EXECUTION

ASSESSMENT

MARKETING STRATEGY

SOCIAL MEDIA

STRATEGY

PLATFORM

STRATEGY (E.G.

FACEBOOK

STRATEGY)

A DISEASE UNIQUE TO

THE SOCIAL MEDIA

ENVIRONMENT:

3 QUESTIONS THAT

PRECEDE PLATFORMS—

AND THAT SERVE AS THE

FOUNDATION OF YOUR STRATEGY:

WHAT’S YOUR

GOAL?

WHO’S YOUR

AUDIENCE?

SIGNIFICANT VARIANCE, MEN VS. WOMEN

WHAT

RESOURCES DO YOU HAVE?

FOUR HARD TRUTHS (AND ONE SOLUTION):

A CEO’S GUIDE TO SOCIAL MEDIA

SOCIAL MEDIA REPRESENTS A FUNDAMENTAL SHIFT IN HOW WE COMMUNICATE—

AND EVERY BUSINESS MUST ADAPT

SOCIAL MEDIA IS NOT FREE—SCRUTINIZE IT LIKE ANY OTHER EXPENDITURE

ADVERTISING IS EASIER—BUT LESS EFFECTIVE IN TODAY’S ENVIRONMENT

SOCIAL MEDIA IS AN AMPLIFIER. THE TRUTH WILL COME OUT ON SOCIAL MEDIA,

SO PLAN ACCORDINGLY

FOCUS ON WHAT’S MOST LIKELY TO WORK—NOT EVERYTHING THAT HAS POTENTIAL

HAVE A STRATEGY—AND INTEGRATE IT WITH THE REST OF YOUR MARKETING STRATEGY

THANKS!

ANTHONYJ@ASHERAGENCY.COM

(260) 615.3426

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