1. FRESH GROUND, INC.
MGMT 3040
SOCIAL MEDIA TECHNIQUES FOR PR &
MARKETING
Todd Van Hoosear
@vanhoosear
APRIL 4, 2013
Todd Van Hoosear Chuck Tanowitz
@vanhoosear @ctanowitz
1.617.326.3211 1.617.575.9643
vanhoosear@itsfreshground.com ctanowitz@itsfreshground.com
Fresh Ground, Inc.
MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l www.itsfreshground.com

2. The Social Organization
The Old Model
Megaphone The Earth
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Shared under Creative Commons Apollo 17 mission
Attribution-Share Alike 2.0 Generic Courtesy: NASA
License
MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.

3. The Social Organization
The Reality
MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.

4. The Social Organization
The Reality
MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.

5. The Social Organization
The Reality
MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.

6. The Social Organization
The Reality
MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.

7. The Social Organization
The Reality
MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.

8. The Social Organization
The Reality
MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.

9. The Social Organization
The Reality
MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.

10. The Social Organization
The Reality
MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.

11. The Social Organization
The Reality
MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.

12. The Social Organization
A New Model
Ideate Share Listen Change
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Shared under Creative Commons Shared under Creative Commons Shared under Creative Commons Shared under Creative Commons
Attribution-No Derivative Works 2.0 Generic Attribution-Share Alike 2.0 Generic Attribution 2.0 Generic Attribution 2.0 Generic
License License License License
MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.

13. What is Social Media?
 Social media is a set of channels, tools and philosophies for
creating content, building community, joining (and shaping)
the conversation, and ultimately “converting”
 Social media is not just a new way to communicate: it’s a new
way to do business
 Ultimately, social media, and more specifically social
marketing, is about turning your customers and influencers
into salespeople.
MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l 13

14. “Ultimately social media is not about the
tools, technology and whiz-bang things. It’s about
culture and culture change.” - @ScottMonty
MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l

15. Social Media Practitioners Fall Victim to Three
Key Ailments…
SHINY OBJECT
FISHBOWL SYNDROME
SYNDROME
TALKING HEAD SYNDROME
MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l

16. More Than Marketing!
How can I innovate my products faster?
Product How can I stay abreast of market research for R&D?
How can I streamline my product development process?
How can I improve brand visibility?
Marketing How can I drive enhanced demand generation?
How can I increase website traffic & ad revenue?
How can I develop long-term relationships with customers?
Sales How can I reduce my sales cycle?
How can I accelerate new client acquisition &upsell opportunities?
How can I reduce support costs?
Services & How can I reduce response times in addressing client issues?
Support How can I improve customer satisfaction & loyalty?
MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l

17. How to get started
 Determine a few initial goals (and start simple & small)
 Rally a few champions to support your plan
 Set your sights on a small segment of customers
 Set some basic guidelines & communication plans
 Focus on value, not volume of interaction
 Make it easy to interact
 Be responsive
 Monitor and assess results
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18. The Four Ts
Companies need to respect
these four social media
fundamentals:
 Technology
 Transparency
 Time
 Trust
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19. The Five Ls
Recognize that social media
is a process, and don’t get
ahead of yourself: crawl
before you walk!
 Lurk
 Listen
 Leverage
 Lead
 Learn
MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l 19

20. The Four Cs
Ultimately, there are four
basic functions of social
media (though one can
argue that only the last one
counts):
 Content
 Community
 Conversation
 Conversion
MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l 20

21. The Seven Ss
Only once you have a goal in
mind and a good
understanding of your
company and customers
should you dive into the tools:
 Social Content
 Social Competition
 Social Networking
 Social Aggregators
 Social Sharing
 Social CRM & Measurement
 Social Collaboration
MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l 21

22. Just a Few Tools
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23. The Four Rs
Thinking about how to reach
your community? There are
four fundamental aspects to
influence:
 Reputation
 Reach
 Relevance
 Receptivity
MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l 23

24. FRESH GROUND, INC.
MGMT 3040
SOCIAL MEDIA TECHNIQUES FOR PR &
MARKETING
Todd Van Hoosear
@vanhoosear
Todd Van Hoosear Chuck Tanowitz
@vanhoosear @ctanowitz
1.617.326.3211 1.617.575.9643
vanhoosear@itsfreshground.com ctanowitz@itsfreshground.com
Fresh Ground, Inc.
MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l www.itsfreshground.com