brian solis' webinar presentation with radian6

We are defining a new era of society and how we ultimately communicate with one another

Social Media Engagement Affects Every Step of Discovery, Purchasing, and Buyer’s Experiences

AND EASY!

Social networks are for conversations, not

customers

“Some of the most avid users of Facebook and MySpace are pimply adolescents and goth teenagers.”

The Illusion of Control…

We now possess the ability to steer and shapeperception and conversations

ROI:Return on Ignorance vs. Return on Investment

We report to someone who doesn’t really care about

transparency or authenticity

Who Owns Social Media?

It’s not what you say, it’s what they say that counts…

Everything Starts with Listening and Research

The Conversation is Bigger Than Any Social Network

Benchmarks• Volume• Frequency• Reach• Sentiment• Perception• Share of voice• Response candidacy & ownership

Insights:• Trends• Ideation• Adaptation

The Human Network

Social Media is About Sociology and Psychology More So Than

Technology

Pingdom

How Do You Rise Above the Noise

Your friend just became a fan of Brand X on Facebook and suggested you become a fan too.

No thank you…

Participation

We're measured by our actions

and not words.

How Do You Define Influence?

It’s the Ability to InspireAction and Measure It

Google is adapting PageRank for people…

The Human Algorithm

Micro Disruption Theory & The Social Effect

Attention Aperture

Time

Update

Opportunity for Resonance

DisruptionPoint

Multiple Personality Order

People interact with the people representing the brand…

Becoming the people we want to reach and inspire…

Look familiar?

YouTube is the second most popular online search engine…

Increasing Your Digital Footprint

Social Media Optimization improves the “findability” of Social Objects

KeywordsTitlesDescriptionsTagsSyndicationLinks

Find Comfort Outside Your Comfort Zone

We Become Media

Paid

Ear

ned

Ow

ned

BannersSponsored Posts

Ads

SEO

Paid Tweets &Posts

StoryValue

Em

pat

hy

Relevan

ce

INF

LU

EN

CE

Social Media Optimization

Search Engine Optimization

RE

FE

RR

AL

S

Blogs

TabsTweets

Broadcast

PodcastsImages

Posts

Wall Posts

Word of Mouth

Viral

Apps

Widgets

Virtual Goods

Sh

arin

gT

ren

din

g

The S

ocia

l Media

Eco

syste

m

Syndi

catio

n

Tweets

FoFs

Livestreams

Social G

raph

Participatory

Sp

on

sored

Brand

Updates

Video

Check-ins

Retweets

Video

Likes

Shares Content

Marketing

We engage in a social ecosystem, but, where do we

send them?

AJBombers

• Local burger shop in Milwauke, WI• Hosted a FourSquare event• Goal was to unlock swarm badge = 50 or more• 30 minutes before official opening, event was

packed– 161 people attended

• Sales were up 110%

Thanks Simon Salt

Vistaprint• Created dedicated landing page for Twitter

followers• Sets schedule and coordinates presences for

when they’re opened and closed on Twitter• On Facebook, they offer a customized

experience starting with a Static FMBL tab• YouTube is used as a creative video contest• Flickr is used to feature crowdsourced designs• Blog is dedicated to sharing advice, guidance,

and information• There’s a strong and consistent voice and

mission across the board

Thanks James Ball

Skittles

RedBull: Social Objects

Identify ways to provide value…

Transparent

Believable

Authentic

Be Yourself

We earn the relationships, trust, and

reputation we deserve.

At some point, we have to stop asking questions and start answering them for ourselves…

#ThisisYourTime

http://bit.ly/engageme