My presentation from today's Manchester Professional Marketer's Forum.

1. Social Media - what’s in it for you?
@paulfabretti

2. Me - I’ve been doing this for a while!

3. Today, 67% of all internet users interact with some
form of social media which accounts for 10% of all
internet time
March 2009: “Global Faces & Networked Places” - A Nielson report on social networking’s new global footprint

4. So what is it all about and where do I start?

5. http://www.youtube.com/watch?v=D3qltEtl7H8
Things have changed - The Break Up

6. http://www.youtube.com/watch?v=D3qltEtl7H8
Things have changed - The Break Up

7. Social media tool adoption is continuing to grow

8. Consumers are now actively participating in social media

9. Consumers are now actively participating in social media

10. In a web-based world, choice can be a bad thing!

11. But there is some order forming

12. “A collection of tools and services that allow people to
share and distribute opinions, experiences and information
through digital media”
Paul Fabretti, Social Media Strategist, Author: blendingthemix.com

13. The way we use the web has changed too

14. The way we use the web has changed too

15. The way we use the web has changed too

16. The way we use the web has changed too

17. The way we use the web has changed too

18. The way we use the web has changed too

19. Scale - social media is now everywhere

20. Speed - conventional channels cannot keep up

21. Impact - social media is word of mouth on steroids

22. Today’s consumers are fervent multi-taskers

23. “A revolution doesn't happen when a society adopts
new tools. It happens when society adopts new
behaviours...”
Clay Shirky, Author, Consultant, Professor at NYU

24. http://www.youtube.com/watch?v=MpIOClX1jPE
The Social Consumer - Social Media in Plain English

25. http://www.youtube.com/watch?v=MpIOClX1jPE
The Social Consumer - Social Media in Plain English

26. The Connected Consumer...

27. Connects & Connected
The Connected Consumer...

28. Connects & Connected
Collaborates
The Connected Consumer...

29. Connects & Connected
Collaborates
All-consuming
The Connected Consumer...

30. Connects & Connected
Collaborates
All-consuming
Shares
The Connected Consumer...

31. Connects & Connected
Collaborates
All-consuming
Shares
Creates
The Connected Consumer...

32. Connecting - with others who share same opinions, beliefs and values

33. What common values and interests do we
share with our customers?
Connecting - with others who share same opinions, beliefs and values

34. What common values and interests do we
share with our customers?
How can we connect with them?
Connecting - with others who share same opinions, beliefs and values

35. What common values and interests do we
share with our customers?
How can we connect with them?
Where are those people already?
Connecting - with others who share same opinions, beliefs and values

36. What common values and interests do we
share with our customers?
How can we connect with them?
Where are those people already?
How can we connect customers to each other?
Connecting - with others who share same opinions, beliefs and values

37. Collaborating - people are working together to make things happen

38. Is it appropriate for us to collaborate with people?
Collaborating - people are working together to make things happen

39. Is it appropriate for us to collaborate with people?
If so, how and in a meaningful way?
Collaborating - people are working together to make things happen

40. Is it appropriate for us to collaborate with people?
If so, how and in a meaningful way?
How can we help them collaborate with each other?
Collaborating - people are working together to make things happen

41. Consuming - people are consuming more content in many ways

42. What formats are they consuming, where and
what are they doing with it?
Consuming - people are consuming more content in many ways

43. What formats are they consuming, where and
what are they doing with it?
Where are those people already?
Consuming - people are consuming more content in many ways

44. What formats are they consuming, where and
what are they doing with it?
Where are those people already?
How can we connect with them?
Consuming - people are consuming more content in many ways

45. What formats are they consuming, where and
what are they doing with it?
Where are those people already?
How can we connect with them?
How can we connect customers to each other?
Consuming - people are consuming more content in many ways

46. Sharing - People are sharing the things they find interesting with peers

47. •What can we share about ourselves that will
make our clients more informed / interested?
Sharing - People are sharing the things they find interesting with peers

48. •What can we share about ourselves that will
make our clients more informed / interested?
How can we help others share our content
more easily?
Sharing - People are sharing the things they find interesting with peers

49. Creation - More people have more tools to create more content

50. What are the most popular forms of expression
our customers use?
Creation - More people have more tools to create more content

51. What are the most popular forms of expression
our customers use?
What can we provide customers to help them be
creative with our brand?
Creation - More people have more tools to create more content

52. Listening - Being a good listener will get you further than being a good talker

53. Conversation monitoring - the first steps

54. A social media strategy - a four-stage process

55. Standing out from the crowd - who is doing what?

64. What’s in it for you? Though Leadership

65. Below the surface - what else do you need to think about?

66. Below the surface - what else do you need to think about?

67. Channel type - Recruitment, Customer Service, Thought-
Leadership/Innovation, Sales
Below the surface - what else do you need to think about?

68. Channel type - Recruitment, Customer Service, Thought-
Leadership/Innovation, Sales
Tone of voice - Formal, friendly, colloquial
Below the surface - what else do you need to think about?

69. Channel type - Recruitment, Customer Service, Thought-
Leadership/Innovation, Sales
Tone of voice - Formal, friendly, colloquial
Content entry and SEO - Tag number and naming,
linking, images, keyword density, post length
Below the surface - what else do you need to think about?

70. Channel type - Recruitment, Customer Service, Thought-
Leadership/Innovation, Sales
Tone of voice - Formal, friendly, colloquial
Content entry and SEO - Tag number and naming,
linking, images, keyword density, post length
Channel management (a) - Define structure:
Administrators, authors, contributors, content approval process
Below the surface - what else do you need to think about?

71. Below the surface - what else do you need to think about?

72. Channel management (b) - How often, when, who,
coordination with other channels
Below the surface - what else do you need to think about?

73. Channel management (b) - How often, when, who,
coordination with other channels
Moderation - Who and how are you going to manage any
conversations?
Below the surface - what else do you need to think about?

74. Channel management (b) - How often, when, who,
coordination with other channels
Moderation - Who and how are you going to manage any
conversations?
Legal - Lay solid foundations for a safe social
environment. Let everyone know where they stand.
Below the surface - what else do you need to think about?

75. Channel management (b) - How often, when, who,
coordination with other channels
Moderation - Who and how are you going to manage any
conversations?
Legal - Lay solid foundations for a safe social
environment. Let everyone know where they stand.
Channel Promotion - How are you going to engage with
influencers and who is going to do it?
Below the surface - what else do you need to think about?

76. If you take 4 things away today...

77. Listen - understand what is being said about
you or your industry
If you take 4 things away today...

78. Listen - understand what is being said about
you or your industry
Decide - where you can add value
If you take 4 things away today...

79. Listen - understand what is being said about
you or your industry
Decide - where you can add value
Engage - in ways which are appropriate
If you take 4 things away today...

80. Listen - understand what is being said about
you or your industry
Decide - where you can add value
Engage - in ways which are appropriate
Be honest - social channels are about people
If you take 4 things away today...

81. “A collection of tools and services that allow people to
share and distribute opinions, experiences and information
through digital media”
And remember...

82. Thank you so much.
@paulfabretti paul.fabretti@gmail.com