Delivered to the 2011 DMA audience, by MRM and the Social Media Society, this presentation looks at the new truths that affect how we operate as practitioners in the agency environment and how these new truths can help a social media practitioner become a Star!

1. 20 Ways to be a
Social Media Star
Presented by,
The Social Media Society &
MRM Worldwide
Princeton, NJ | October, 2011

2. Get the right state of mind
Vision
Culture
Establish Vision & enculturate
Perspective it into people & environments.
Knowledge Sharing
Create Architect Conduct
Products Experiences Services
Environmental

3. A Cultural Shift Is Upon Us
A shift has occurred and taking a product development
approach to solving problems that our clients have pushes
us together closer to them.
This methodology instills a deeper relationship
with a set of clients- we become a real extension of
their operations.

4. Create A Voice Your Audience Understands
Define a voice for your
wall posts & pages.
It’s like character creation. How would Boston
magazine talk if it was a person, or if it was
planning to go to a party? Your characteristics
& tone will reverberate with your audience.
Make sure it’s authentic & related to your
brands & region.

5. It’s a dialogue, not a monologue
Do your homework. Research your competition and what they are doing/
not doing in the space. Understand your audience and how to speak to them
in their language.
Plan & Organize. Have an idea of what you are going to say and do and
when. Organize content so it is easy for your fans to find.
Participate & Respond. If your audience is taking the time to share with
you, do the same – Listen to what they are telling you and adapt accordingly.

6. ALL media by it’s nature is social
What we have begun to refer to as Social Media is better described as:
Computer
Assisted
Social
Interactions.
The core of
CASI is the art of
building relationships.

7. 20 New Truths for
Social Media Stars

8. 1 Expectations
have changed

9. 2 Analytics matter
now more than ever

10. 3 Insights build against
measurement criteria, rapidly and often

11. 4 Interactions require plannning and
consideration, and optimization

12. 5 User Persona’s become real as we define
pre-commodified products and audiences

13. 6 Clients expect more for less and
have many options

14. 7 Delegation and
trust are essential

15. 8 Investment of time & drive should
exceed expectations

16. 9 Research driven insights
& planning

17. 10 Entrepreneurial approach is praised only
when accompanied with high communication

18. 11 Media & channel does influence the
creative form & idea(s)

19. 12 Social dialog & execution don’t always
match but are influenced by each

20. 13 Understanding & considering End Users &
Architecting Experiences requires attention
and commitment

21. 14 Be straight
forward

22. 15 You must take into account
end users & behaviors

23. 16 People want useful, affordable,
and varied products

24. 17 What we are good at matters more now, as people
are over populating. Mediocrity is not acceptable

25. 18 Marketing is only a part
of the work we do

26. 19 Execution matters more, and is expected to work,
or people will rapidly move on

27. 20 There are multiple realities –
not just one

28. New Skool vs. Old Skool
Shortfalls of old skool: Opportunities of new skool:
• Lack of internal resources • Hundreds of thousands of
• Lack of internal expertise potential consumers
• Ever-changing landscape • Viral medium
• Variable measurement criteria • Create direct dialogue
• Requires regular maintenance • Community trust
• Requires engagement outside of • Rapid growth
regular work hours • Easy to implement
• Low cost of entry
• Deeper relationship with your audience

29. Defining Your ROI Criteria
The main benefit of using Return on Investment (ROI) & the reason for its popularity is
the simplicity of its calculation. Does the traditional ROI equation give you the
true ROI of your social media efforts? Try this for Social:
Return on Influence = (Calculated Gain from Investment -
Cost of Investment) / Cost of Investment
Q: What does this mean for you?
A: That the list of criteria vary from Poker.

30. Defining Your ROI Criteria Via Poker!
So, here’s a tactile example.
Say you play in an Online
Poker Tournament: (winnings - investment)
For example, if you entered a 9-seater
$10+$1 Game at Poker Players Profit
Web Site and won the first prize
ROI= x 100%
Investment
of $45, your ROI for that one
game would be:
(Buy-in + fee)
Profit = $45 - $11 = $34
Investment = $11
ROI = ($34 / $11) x 100 = 309% Reference: http://www.thepokerbank.com/strategy/tournament/roi/

31. Deep breath, and Action!
What does success require?
• Establish criteria early on
• What’s the goal
• Monitor conversations and interactions
• What is your fan and follower growth goal
Research is your friend.
• See what others have done in the space,
learn from them.
Maybe Social Media monitoring is needed.
• Buzz Metrics by Nielsen’s
• Listen Logic
• Radiant6

32. Instructor Bio
Benjamin.Weisman@MRMWorldwide.com twitter.com/buckyben facbook.com/buckyben flickr.com/buckyben1
Benjamin J. Weisman, Senior Vice President, Director of Innovations, MRM Worldwide –
Princeton Office, an InterPublic Group company.
In his role at MRM Princeton, Ben is equal parts Creative Director, Digital Strategist, Product
Developer and Motion Theorist. Ben continually seeks out new and innovative ways to approach
digital brand marketing in both physical and synthetic social spaces. His work embodies a respect
for, and a focus on, direct marketing and social media integration. As new social media platforms
emerge identifying methods that enable marketers to connect and collaborate with audiences and
consumers is critical. As the marketing approaches change so too must engagement methods shift.
Ben is hyper focused on adding utility to peoples lives by producing work with his clients and teams
that are experiential, authentic and in sync with this dynamic marketing environment.
Having honed his skills at top digital shops including Iris, Deep Focus, and Tribal DDB, Benjamin
possesses an entrepreneurial curiosity that has earned him a reputation as an industry ‘trailblazer’.
By employing social media tools with keen proficiency Ben helps migrate consumers to new and pre-
commoditized landscapes. Ultimately, assisting consumers in best determining opportunities for his
clients. Past clients have included adidas, Office Depot, COTY, HBO, Nike, SONY, Sony Ericsson, Vitamin
Water, Hertz, AVIS, Applebee’s, Cuervo, Dewars, Russian Standard Vodka, BMS, Sunovion, Orencia,
Plavix, Lunesta, Humira, ETS, GRE, TOEFL, PRAXIS, TOEIC and the NRDC.
Ben currently lives in Central New Jersey with his wife Elise, and daughters Rose & Violet. He is a
News Hound and a Naturalist who finds inspiration in Humanities roots, and Science Fiction.

33. Adages
• Be committed
• Have something for people to look at
• Users aren’t only interested in value, they like content
• Good design & messaging matter
• Social Media doesn’t have to be involved to succeed
• User reviews and comment engagement work
• Maintain a conversation, people listen
• Consumers like promotions & sweepstakes
• Authenticity
• Simplicity
• Social media is not free
• People trust like-minded strangers
• People care as much if not more…in what their peers are saying
• You still have a voice…But they validate it