pitching social media to your boss
Post on 19-Oct-2014
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DESCRIPTION
I gave a talk to the youngsters at the Houston PRSA New Professionals. Hope they liked it. Topic was, How to Pitch Social Media to Your Boss.TRANSCRIPT
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If Everyone Jumped Off a BridgeWould Your Boss Join Them?
http://www.flickr.com/photos/quiiver/2731700783/
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1. Audience
2. Participation
3. Expectation
SCHIPUL THE WEB MARKETING COMPANY (281) 497-6567 www.schipul.com
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Audience
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What is Your Boss Like? http://www.flickr.com/photos/deneyterrio/2327659041/
SCHIPUL THE WEB MARKETING COMPANY (281) 497-6567 www.schipul.com
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Your Boss’s Past Internet Experiences
SCHIPUL THE WEB MARKETING COMPANY (281) 497-6567 www.schipul.com
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Internet Pre 2001: Crazy Sh*t
SCHIPUL THE WEB MARKETING COMPANY (281) 497-6567 www.schipul.com
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Internet 2001-2003: Information Architecture
SCHIPUL THE WEB MARKETING COMPANY (281) 497-6567 www.schipul.com
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Internet 2003-2006:Search
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Internet 2006-2008:Social Web
SCHIPUL THE WEB MARKETING COMPANY (281) 497-6567 www.schipul.com
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Law of Commonalityhttp://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW%203_20080418124523.pdf
SCHIPUL THE WEB MARKETING COMPANY (281) 497-6567 www.schipul.com
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45% have started a blog, up 14%
184m started a blog http://technorati.com/blogging/state-of-the-blogosphere/
comScore MediaMetrix (August 2008) Blogs: 77.7 million unique visitors in the USFacebook: 41.0 million | MySpace 75.1 millionTotal internet audience 188.9 million
eMarketer (May 2008) 94.1 million US blog readers in 2007 (50% of Internet users)22.6 million US bloggers in 2007 (12%)
Universal McCann (March 2008) 184 million WW have started a blog | 26.4 US346 million WW read blogs | 60.3 US77% of active Internet users read blogs
SCHIPUL THE WEB MARKETING COMPANY (281) 497-6567 www.schipul.com
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Internet ?:All Your Base Are Belong to
Us
SCHIPUL THE WEB MARKETING COMPANY (281) 497-6567 www.schipul.com
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Visualizationhttp://www.edwardtufte.com/tufte/posters
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Why? Connectors, Mavens, Salesmen
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Why? Six Degrees
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Why? Size Matters
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Why? Target Acqusitionhttp://www.emarketer.com/Article.aspx?id=1006354
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Why? Target Acqusition Influencehttp://www.marketingcharts.com/television/millennials-demand-on-demand-content-4654/motorola-
millennials-influence-parents-cable-hdtvjpg/
SCHIPUL THE WEB MARKETING COMPANY (281) 497-6567 www.schipul.com
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Why? Reputation Management http://nielsen-online.com/blog/2008/06/27/salmonella-buzz-spikes-after-recent-tomato-scare/
SCHIPUL THE WEB MARKETING COMPANY (281) 497-6567 www.schipul.com
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Participation
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Recon: Know the Terrainhttp://www.pageflakes.com/
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Recon: Bailout
SCHIPUL THE WEB MARKETING COMPANY (281) 497-6567 www.schipul.com
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Recon: Discovery Green
SCHIPUL THE WEB MARKETING COMPANY (281) 497-6567 www.schipul.com
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Recon: Get Trends = Obama, Mccain
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Recon: Get Trends = Home for Sale
SCHIPUL THE WEB MARKETING COMPANY (281) 497-6567 www.schipul.com
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Recon: Get Trends = Turducken
SCHIPUL THE WEB MARKETING COMPANY (281) 497-6567 www.schipul.com
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Recon: Twitter Search = #ike
SCHIPUL THE WEB MARKETING COMPANY (281) 497-6567 www.schipul.com
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Recon: Twitter Search
SCHIPUL THE WEB MARKETING COMPANY (281) 497-6567 www.schipul.com
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It’s The Phone, Stupid!
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Saved Our Asshttps://www.yammer.com/home
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Follow: Sporty Tweets
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Follow: Google Alerts / Blogs
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Personal Brandhttp://usernamecheck.com/
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Personal Brand = Man’s Man http://www.flickr.com/photos/library_of_congress/2179038972/
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Expectations
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Offline Integration
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Disclosure: Honest, Transparent and Authentic
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Promote Others
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Be Conversational, Not Editorial
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Be Personal
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Be Timely
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Adapt Quickly http://www.flickr.com/photos/500hats/2546158854/
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1. Audience - Visualization
2. Participation – High Ground
3. Expectation – Get Personal
SCHIPUL THE WEB MARKETING COMPANY (281) 497-6567 www.schipul.com