30 ideas in 30 minutes with kenny lauer of gpj
DESCRIPTION
Prepared for the 2010 Social Media Summit at Cisco by Kenny Lauer of GPJ, this idea-crammed presentation weaves in and out of tips to be used immediately, strategies to implement and eye-opening social media nuggets for future thinking. It covers such things as: ways to use social media now, tips and tricks to “step up” your social media efforts, new dimensions on how to think about social media, and discussion about the future of social media.TRANSCRIPT
30 Ideas in 30 Minutes
with Kenny Lauer Vice President, Digital Experience George P. Johnson Twitter: @kennyL
Live from New York, it’s… 1 Listen Act Win
Live from New York, it’s… 1 Listen Act Win
12 million Viewers SNL 8.68 on USA TODAY’s Ad meter poll
1 Listen Act Win
“…the voice of one person is no longer “statistically insignificant” and that collectively we can improve the world one experience at a time.” –Dave Carroll
http://bit.ly/smslauer1
Written by Flavio Gikovate –psychoanlyst. Chris M
2 It’s Important to Be Seen
“Sawa Bona” [I see you]
“Sik Bona” [I am here]
It’s Important to Be Seen
“Sawa Bona” [I see you]
“Sometimes you want to go Where everybody knows your name, And they're always glad you came”
http://media.80stees.com/images/products/Cheers_Norm-T.jpg
2
7
What is your company’s MOST valuable asset?
3 Best Asset of every company
8
Customers
3 Best Asset of every company
9
3 Your customers determine…
. . . your brand . . . your revenue . . . your future
Best Asset of every company
Your Brand is not defined by you
4 Corporate Control is a Myth
4 Corporate Control is a Myth
“…They [ your customers ] are redefining for themselves that brand you spent millions of dollars, or hundreds of millions of dollars, creating.” -- Groundswell: Winning in a World Transformed by Social Technologies,
J. Bernoff and C. Li
Corporate Control is a Myth
“No, I'm simply saying that life, uh…finds a way”
4 Corporate Control is a Myth
funnel
Our old friend “The Funnel”
http://birdahonk.com/domains/birdahonk/files/Rethinking%20The%20Funnel.gif
5 The Good
OL’ Days
The New Funnel 5 The Good
OL’ Days
Tweetstream
SMS
Widget
FourSquare
Viral Mkt
Virtual Event
Competitor Site
You Tube
Flickr Picts
Podcast
Yelp
Video
Friends
Forums
Virtual Event
Iphone App
Blog
The New Funnel 5 The Good
OL’ Days
Know our customers
Don’t ask a social media expert if you should blog or tweet, watch and ask your customers first
Don’t Ask Me
6
http://bit.ly/smslauer7
7 Know your customers
Know your customers
Jeremiah Owyang, Altimeter Group
7 Know your customers
8 Twitter is NOT a social media plan
- NOT about the Technology + a means to an end
IT IS…
8 Twitter is NOT a social media plan
Goal: TO DO MORE BUSINESS
- NOT about the Technology + a means to an end
- NOT where you do social media + how your going to be social
IT IS…
IT IS…
If a conversation happens and you aren’t there to
hear it, did it
happen?
START LISTENING
9 You Better Be Listening
10 Everywhere all the time
10 Everywhere all the time
http://bit.ly/smslauer10
11 It’s all about engagement
12 It’s a Balancing Act
Paid
Balance: Talking and Talked About
13 Where’s Waldo?
http://bit.ly/smslauer13
13 Where’s Waldo?
14 Global Trends
http://bit.ly/smslauer14
14 Global Trends
http://bit.ly/smslauer14a
http://www.omginfographics.com/2010/05/social-media-periodic-table-and-periodic-table-of-social-media-marketing-elements/
15
http://bit.ly/smslauer15
1 part chemistry
1 part marketing
Can I enemy you?
16 Quality NOT Quantity
Can I enemy you? 16 Quality NOT Quantity
• How you interact online • Strength of relationships
• Your Reputation
17
Goodbye websites hello social places hello social places
Framework: Evolution of the Social Corporate Website
1. No social integration
2. Link away with no strategy
3. Link away but encourage sharing
4. Brand integrated in social channels
5. Aggregate discussion on site
6. Users stay on site with social log-in
7. Social log-in triggers sharing
8. Seamless integration
17 Goodbye Websites
http://bit.ly/smslauer17a
1. Sent out Social Media Press release
2. Create or leverage a social network
3. Setup mobile alerts & reminders
4. Define social media tags for flickr, twitter etc.. (#Cisco08)
5. Make Event widget available to all
6. Make available pre-event videos/podcasts/pictures to enroll and engage.
7. Promote through RSS, Blogs, social bookmarking and other social media
8. Encourage Pre-event posting and sharing of content
1. Conversations 1. Twitter 2. TXT messaging 3. Social Networking
2. Event Capture 1. Blogs 2. Live Streaming 3. Post-seminar
speaker interviews 4. Online
Communities 5. Text to screen
vote/survey 3. Event Mgmt
1. SMS alerts / reminders
2. Mobile WAP
1. Share everything 2. Post video of what was
missed 3. Continue to social
network 4. Follow the
conversation and take note
5. Add crowdsourcing to add or replace post-event surveys
6. Aggregate and promote content
7. Extend to communities and social networks
8. Use content to promote next event
PRE-EVENT POST-EVENT DURING EVENT
18 Integrate Social Media into your events.
19 Get outside the four-walls of the event
Think Resources Not Constraints
19 Get outside the four-walls of the event
Think Resources Not Constraints
Physical Events should have a virtual component 1. Extend content reach
2. Extend spend
3. Extend duration
20 Extend Your Physical Events
Virtual events don’t
cannibalize physical events.
They extend it. Get over it.
20
2 Strategies Events Must Have: 21 Event Must Haves
• Hashtag Strategy • Social Media Monitoring Strategy
games drive behavior 22
right behavior drives business goals
http://bit.ly/smslauer22
Putting the fun in functional
23
Idea?
http://bit.ly/smslauer23
Games address human needs
23
Idea?
Rajat Paharia Bunchball
Games address human needs
Twitter Tips
-or-
“Oh No You’re Not!
Maximize retweetability [115]!
Reply: often [75%]!
DM if it’s a halfalogue!
Autofollow: Don’t!
Enough about you, what about me!!
No company in your profile name !
It’s not SMS [ 4u LOL ]!
Use Bit.ly (forget about the rest)!
24
Twi(er tutorial: h(p://bit.ly/smslauer24
Sticks and stones will break my bones
but tweets will never hurt me (or posts, or clips, or
comments)
25 Don’t Twitter drunk
Don’t Twitter Drunk
“You can’t take something off of the Internet.
That’s like trying to take pee out of a swimming
pool.” — Joe Ragan, Newsradio As quoted in “Groundswell” by Charlene Li and Josh Bernoff
25
Don’t Twitter Drunk
“What happens in Vegas Stays in twitter.”
— Annonymous
25
Don’t Twitter Drunk
Deleted messages can be discoverable in a
court of law. “ouch”
25
26
Buzzzzz-‐tag.com
QR Code Support Social Media
27 Social
Augment Reality
1 27 Social Augment Reality
28
Remember when this was Four Square?
Location services: Don’t leave home without it
Location services: Don’t leave home without it
http://bit.ly/smslauer28
http://bit.ly/smslauer28a
28
“Make Me a Viral Campaign”
Adjective, not a noun —ze frank
29 Make Good Content
Copy of Seth’s book ideavirus: h(p://bit.ly/smslauer29
30 It’s all one experience.
Time to
Get Wet.
Into the
Streams we go
Photo credit: Stream by aspheric.lens
30
http://bit.ly/smslauer30
Concepts you should know
flash Mob
river of news
social graph
tag cloud
cloud
crowdsourcing
virtual Goods
mashup
*
Kenny Lauer Vice President Digital Experience
George P Johnson @kennyL [email protected]
* Be Real. Be Responsive. Be Generous. Be a Mensch.
FOLLOW ME: http://bit.ly/smslauer