w&p reunion.pptx
TRANSCRIPT
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INTERNET MARKETINGMary Lou Roberts March 2011
THE SOCIAL MEDIA CHALLENGEWhy Leaders Must Engage with Social Media
Women and Power: Leadership in a New World John F. Kennedy School of Government, Harvard University
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INTERNET MARKETINGMary Lou Roberts March 2011
People All Over the World
Use Social Media To Communicate
Leaders Must Engage With Them There
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INTERNET MARKETINGMary Lou Roberts March 2011
TODAY’S AGENDA
• The Impact of Social Media• Broad Outlines of Global Social Media• What Does Leadership Engagement Mean?• Rules of Engagement• Formulating a Personal Engagement Plan• Whither Social Media?
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INTERNET MARKETINGMary Lou Roberts March 2011
The Impact of Social Media
Is All Around Us
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INTERNET MARKETINGMary Lou Roberts March 2011
THE ORGANIZATION BEHIND A REVOLUTION
http://www.thedailybeast.com/blogs-and-stories/2011-01-22/we-are-all-khaled-said-will-the-revolution-come-to-egypt/
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INTERNET MARKETINGMary Lou Roberts March 2011
THE PEOPLE BEHIND A REVOLUTION
"Usually I use Twitter for really personal things, so I just share moments from my work or moments from my love life or I talk about my cats or my family. And it engages lots of different people, so when these people are following you and suddenly you are talking about a torture case, some of them might not usually be exposed to such cases. But because they are following me and there is an ongoing conversation between us, they would suddenly be engaged in this, as well."
http://adage.com/article/bob-garfield/egyptian-activists-understood-key-social-media/148988/
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INTERNET MARKETINGMary Lou Roberts March 2011
THE PEOPLE BEHIND THEM
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INTERNET MARKETINGMary Lou Roberts March 2011
A FAMOUS GAFFE
http://www.huffingtonpost.com/2010/06/01/bp-ceo-tony-hayward-video_n_595906.html
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INTERNET MARKETINGMary Lou Roberts March 2011
A BLOGGER BECOMES A NEWS FORCE
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INTERNET MARKETINGMary Lou Roberts March 2011
A NEWS FORCE RECOGNIZES CONTRIBUTORS
http://www.cnn.com/SPECIALS/cnn.heroes/ Since 2008
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INTERNET MARKETINGMary Lou Roberts March 2011
AND CO-CREATORS
http://ireport.cnn.com/
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INTERNET MARKETINGMary Lou Roberts March 2011
WE HAVE THE BEEF
http://www.huffingtonpost.com/2011/01/28/taco-bell-beef-meat-lawsuit-ads_n_815303.html
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INTERNET MARKETINGMary Lou Roberts March 2011
SO DO THEIR FANS
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INTERNET MARKETINGMary Lou Roberts March 2011
THEY DEFINITELY HAVE THE BEEF!
CEO Thanks Fans for “Loyalty, Support”
• 10 Million Free Tacos Feb. 8• Offered to Their 5.4 million Facebook fans• Added 100,000 fans by next daywww.clickz.com
• 5.8 Million fans March 1
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INTERNET MARKETINGMary Lou Roberts March 2011
A Global Perspective On
Social Networks
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INTERNET MARKETINGMary Lou Roberts March 2011
C
Case 1
Why These?• Hard Work• People Love Them•Something People Want
http://www.blogherald.com
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INTERNET MARKETINGMary Lou Roberts March 2011
Case 2
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INTERNET MARKETINGMary Lou Roberts March 2011
from “My Mom’s On Facebook?” and NY Times
http://www.flowtown.com/blog
http://bits.blogs.nytimes.com/2010/12/21/e-mails-big-demographic-split/
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INTERNET MARKETINGMary Lou Roberts March 2011
THE BIG 3 IN US
90 M +
175 M +500 M +
User Numbers Taken From Their Websites
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INTERNET MARKETINGMary Lou Roberts March 2011
Leadership Engagement
Reasonable Comfort Level With Social Media
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INTERNET MARKETINGMary Lou Roberts March 2011
LISTEN SELECTIVELY ENGAGE GUIDE POLICY, SUPPORT EXECUTION
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INTERNET MARKETINGMary Lou Roberts March 2011
PROS• Concise, Timely Content
– Link to More In-depth
• Helps Build Relationships• Images, Video• Many Attempts to Prevent
Spam
CONS• Can’t Recall Message Once
It’s Out• All Our Inboxes Cluttered
– Delete Without Reading
• How Often To Mail?• To Whom?
– Everyone? Target Groups?
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INTERNET MARKETINGMary Lou Roberts March 2011
BLOGS
PROS• Content Controllable
– Edit, Remove– Others May Have Already
Spread it
• Wide Variety of Content• Requires Active Monitoring• Response Must Be Measured• Authentic Voice
– Especially Top Executives
CONS• ‘Content Hog’
– Repurpose Other Content
• Has To Be Active• Attempts To Mislead Will Be
Found and Called Out
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INTERNET MARKETINGMary Lou Roberts March 2011
PROS• 140 Characters• Immediate• Build Following• Build Lists (Groups of
Followers)• Encourage Spread of
Important Content
CONS• 140 Characters• Can’t Recall• Spreads Virally• Faster To Do Damage Than
to Build Positive Image
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INTERNET MARKETINGMary Lou Roberts March 2011
COMMUNITY (PRIVATE, BRANDED)
PROS• Multiple Types of Conversation
– Individual Blogs, Comments, Discussion Groups, Chat, Events
• Controllable– Requires Active Monitoring– Control Not Heavy Handed
• Great To Hear What People Are Thinking/Doing
CONS• Few Free Platforms• Somewhat Complex To Set Up• More Work Than Expected• Web Littered With Dead,
Dying Communities
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INTERNET MARKETINGMary Lou Roberts March 2011
PROS• Gathering Place for Professionals• Profiles• #1 For Hiring• Discussion Groups
– Interact, Give Advice
CONS• What’s Not To Like?• Can Suck Up a Lot of Time
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INTERNET MARKETINGMary Lou Roberts March 2011
THE POINT(s)
• There Are Many Social Platforms• All Have Plusses and Minuses• Can Add Up to A Lot of Time• Can Reach People– Who Aren’t Reachable In Other Channels– With an Authentic Message
• Leaders Must1. Understand2. Selectively Engage
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INTERNET MARKETINGMary Lou Roberts March 2011
Increased
Plateaued
http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you
THE OPTIONS
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INTERNET MARKETINGMary Lou Roberts March 2011
What Are the
Rules of Engagement?
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INTERNET MARKETINGMary Lou Roberts March 2011
THE RULES OF ENGAGEMENT
• Don’t Say Something Stupid; It Will Be Spread.• What You Say Has Consequences & Long Life.• Get The Facts Out There.• It Takes Some Time/Learning To Get This Right.• Engage, Engage, Engage!
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INTERNET MARKETINGMary Lou Roberts March 2011
DON’T SAY ANYTHING YOU DON’T WANT SPREAD
http://www.adweek.com/aw/content_display/news/digital/e3icf8d08a96661a7cabb42600d5209ea75
http://www.thesun.co.uk/sol/homepage/news/3436757/Film-of-John-Gallianos-racist-rant-in-bar.html
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INTERNET MARKETINGMary Lou Roberts March 2011
WHAT YOU SAY HAS CONSEQUENCES, LONG LIFE
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INTERNET MARKETINGMary Lou Roberts March 2011
GET IT OUT THERE
http://www.themarthablog.com/2011/01/my-emergency-room-experience.html
The ceiling border in the little patient room could use some updating, don't you think?
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INTERNET MARKETINGMary Lou Roberts March 2011
IT TAKES TIME TO GET IT RIGHT
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INTERNET MARKETINGMary Lou Roberts March 2011
GETTING IT—OVER TIME
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INTERNET MARKETINGMary Lou Roberts March 2011
ENGAGE!
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INTERNET MARKETINGMary Lou Roberts March 2011
ENGAGE!
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INTERNET MARKETINGMary Lou Roberts March 2011
ENGAGE
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INTERNET MARKETINGMary Lou Roberts March 2011
LISTEN SELECTIVELY ENGAGE GUIDE POLICY, SUPPORT EXECUTION
What Kind of Participant Do You Want To Be?
Have Your Own Engagement Policy What Do You Want to Say? Where? To Whom?
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INTERNET MARKETINGMary Lou Roberts March 2011
PERSONAL POLICY > BUSINESS POLICY
http://blogs.cisco.com/news/cisco_social_media_guidelines_policies_and_faq/
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INTERNET MARKETINGMary Lou Roberts March 2011
PERSONAL POLICY > PUBLIC COMMUNITY POLICY
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INTERNET MARKETINGMary Lou Roberts March 2011
?? THE FUTURE OF SOCIAL MEDIA ??
http://www.vincos.it/world-map-of-social-networks/
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INTERNET MARKETINGMary Lou Roberts March 2011
THANK YOU!
http://www.slideshare.net/mlr/roi-from-social-media-marketing
http://diy-marketing.blogspot.com/