stop the social media shiny object syndrome [webinar]

#freshsos

Stop the Social MediaShiny ObjectSyndrome

Gary Warei.d.e.a.@garyware

Michael BritoEdelman Digital@britopian

Corey CreedSocial Fresh@coreycreed

Jason KeathSocial Fresh@jasonkeath

#freshsos

Social Fresh WEST 2012

• Single track

• 30 minute sessions

• No panels, no gambling

• Group learning

Save $100 todayPromo code AD2100

#freshsos

#freshsos

What is a Shiny Object?

1. New

2. Fast growing

3. Lots of chatter and press

4. Early adopters are flocking

5. Next big thing

6. Perceived opportunity

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What is Shiny Object Syndrome?

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Shiny objects

are distractions that we disguise as opportunities.

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Sometimes the shoe just doesn’t fit.

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How To Avoid Shiny Object Syndrome

1. Have Patience: No need to rush in

2. Test Personally

3. Land claim: It’s ok to grab your brand name

4. Research professionally: peers, early adopters, demos, reviews

5. Value opportunity compared to current solutions

6. Replace or augment?

7. Define Investment: dollars and people over time

8. Reassess

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Some examples…

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High Tech Specialized B2B Brand

Engage younger demographic, tap into new audience

Platforms

Comscore research showed audience frequents Youtube and industry forums

Execution

Developed an educational/entertaining Youtube series andcreated a series of infographics and seeded them through social channels

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Fortune 500 Company

Operationalized The Content Marketing Process

Brand Narrative

Used Perculate to help the brand discover content that was relevant to their audience

Content Process & Publishing

Used Kapost to operationalize content creation, approval and distribution process

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Mid-sized B2B Company

Created Efficiencies With Content Planning

Content Planning

Used Divvy HQ to replace Google Docs as the global content calendar

Content Publishing

Used Vitrue to publish content on Facebook and Twitter

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#freshsos

#freshsos

#freshsos

#freshsos

#freshsos

#freshsos

#freshsos

#freshsos

#freshsos

Social Fresh WEST 2012

• Single track

• 30 minute sessions

• No panels, no gambling

• Group learning

Save $100 todayPromo code AD2100

#freshsos

Q&AStop the Social MediaShiny ObjectSyndrome

Gary Warei.d.e.a.@garyware

Corey CreedSocial Fresh@coreycreed

Jason KeathSocial Fresh@jasonkeath

Michael BritoEdelman Digital@britopian