My presentation on social media at The Running Event.

1. HARNESSING THE POWER
OF SOCIAL MEDIA
The Running Event
November 10, 2009

2. 2

6. Can you harness
the power of
social media?
Should you?

8. “There is no
demand for
messages.”
– Doc Searls, The Cluetrain Manifesto

9. $400B
3000
83 %
50 %

12. CONTENT & CONVERSATION
MEDIA SOCIAL
SHARING NETWORKS

13. CONTENT & CONVERSATION

14. CONTENT & CONVERSATION
MEDIA SOCIAL
SHARING NETWORKS

15. CORPORATE
MASS
NICHE
SOCIAL
NETWORKS

17. CONTENT & CONVERSATION
MEDIA SOCIAL
SHARING NETWORKS

18. MEDIA
SHARING

20. 3 STEP
SOCIAL MEDIA
STRATEGY

21. LISTEN & LEARN
PLAN
ENGAGE

22. STEP 1: LISTEN & LEARN
‣ Find conversations currently
taking place about the brand
and category
‣ Quantitative analysis
‣ Qualitative analysis

23. VIDEO
Google video, Yahoo, Youtube,
Grouper, Break, Dailymotion,
Metacafe
BLOGS/
BOARDS
Boardreader, Google alerts,
Live, Technorati, Icerocket
TWITTER
Twemes, Tweetscan, Dittes,
Telewebber, Terraminds
DIY SERVICES

24. http://mashable.com/2008/08/20/tiger-woods-walk-on-water/

26. STEP 2: PLAN
‣ Social media policy

28. STEP 2: PLAN
‣ Social media policy
‣ Monitoring plan

29. Spark Social Media Monitoring, Analysis & Metrics
6.4.2009
©SPIRAL 16 LLC 29

30. STEP 2: PLAN
‣ Social media policy
‣ Monitoring plan
‣ Response plan

31. Do Nothing
Credibility Influence
Engage Velocity Fix Facts
Relevance Reach
Rectify
31

32. STEP 2: PLAN
‣ Social media policy
‣ Monitoring plan
‣ Response plan
‣ Engagement plan

33. STRATEGIC QUESTIONS
1. What are the attitudes of key stakeholders about
the importance of social media?
2. Audit findings
 What is your target audience doing in social
media?
 What are competitors doing in social media?
3. What topics are relevant to your target audience?
 Product? Offers? Promotions? Brand?
4. How will we measure results?

34. STEP 3: ENGAGE
‣ Learn from customers

36. STEP 3: ENGAGE
‣ Learn from customers
‣ Engage dissatisfied customers

37. “The good news is that
shortly after posting my piece I heard
from Dave Finnegan, Build-A-Bear’s "Chief on
 Monitoring caught blog story
InBearmation Officer." Kitschy executive
ZDNET.com (1.4M visitors
designations aside, you’ve got to beabout privacy practices
monthly)
impressed by
a company that responds soone day, it spread to other
 In
highquickly, directly,
traffic sites
and receptively to criticism; I am,The
(BoingBoing.net;
Consumerist)
anyway.”
 Sent a response directly to
Denise Howell
 Outreach resulted in a positive
follow-up blog post

38. STEP 3: ENGAGE
‣ Learn from customers
‣ Engage dissatisfied customers
‣ Create community to educate

40. STEP 3: ENGAGE
‣ Learn from customers
‣ Engage dissatisfied customers
‣ Create community to educate
‣ Energize word of mouth

41. FREE FLOAT NIGHT
‣ Twitter outreach
‣ “Sonic” was the #2 trend on Twitter;
Approx. 8,000 Tweets in 24-hour period
‣ 5 million floats; double 2007
‣ June evening sales increased
‣ Increased awareness of Sonic as “late-
night destination”

42. STEP 3: ENGAGE
‣ Learn from customers
‣ Engage dissatisfied customers
‣ Create community to educate
‣ Energize word of mouth
‣ Co-create

45. “You can choose not to
engage in social media,
but you’ll still be talked
about in the space.
Benefits come from being
involved in the
conversations.”

46. THANK YOU
JEFF RISLEY
Email: jrisley@barkleyus.com
Blog: http://risleyranch.blogs.com
Twitter: http://twitter.com/RisleyRanch
LinkedIn: http://www.linkedin.com/in/jeffhrisley
Del.icio.us: http://del.icio.us/RisleyRanch