gfw ceo roundtable
TRANSCRIPT
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.
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!
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