The presentation I gave at the Burlington Social Media breakfast on 2/1/10. The theme is around the idea that social media marketing doesn't take advantage of the real promise of social technology.

1. #btvsmb
February 1, 2010

2. 1968
"In the future, everyone will be world-famous
for 15 minutes."
© Zeus Jones 2007
http://www.flickr.com/photos/parisglobe/

3. 1991
"On the web, everyone will be famous
to fifteen people"
© Zeus Jones 2007
http://www.flickr.com/photos/horsemeatpie/

4. 2007
Launched Zeus Jones with $100.
© Zeus Jones 2007

5. Our insight:
Fame driven by doing things for the community.
Not by exposure in mass media.

6. Our realization:
Fame can be logarithmic.
15 people each tell 15 people and so on...
© Zeus Jones 2007

9. Zeus Jones mentions on Google: 43
February 2007

10. Zeus Jones mentions on Google: 43,000
May 2007

11. Marketing is about doing things for people.
Not about saying things to them.

12. Social media is a place to do things for customers.
Not just another place to say things to them.

13. The Vitrue 100 Social Media Index.
Designed to capture a brand’s share of voice on the social web.
The Vitrue SMI calculates scores about the brand’s social conversations. We apply a series of algorithms to
reflect the frequency of usage, the size of the social media environment, and the magnitude of the
conversation. The result is a single numeric score for each brand: the Vitrue Social Media Index (SMI).

14. Most social brand 2009.
#1: iPhone
#6: iTunes
#8: Apple
© Zeus Jones 2007
http://www.flickr.com/photos/shapeshift/

15. Key Apple
“social” campaigns:
Shut down popular community site Thinksecret.
Sued the homebrew “Hackintosh” community
Regularly threaten fan site admins.
Sent 3rd grader a cease and desist letter.
© Zeus Jones 2007

16. Apple is proof that transparency and two-way dialogue
aren’t essential to “social” success.

17. Apple is proof that if you deliver more value
you will be more “social.”

18. Our favorite social media marketing of 2009.

19. Favorite social media
marketing 2009.
Adobe on delicious.com
© Zeus Jones 2007

20. Favorite social media
marketing 2009.
Intuit Tax Almanac
© Zeus Jones 2007

21. Favorite social media
marketing 2009.
Home Depot YouTube Channel
© Zeus Jones 2007

22. Favorite social media
marketing 2009.
TJ-Maxx on Twitter.
© Zeus Jones 2007

23. They are smart uses of social media and smart ties to
the communities on each platform.

24. They are not designed to generate conversation.

25. They are services, not communications.

36. They are built on social technology.

37. More importantly, they are built on an understanding of
what our customers are trying to do.

38. We measured the results by how much business they
generated not by how much buzz.

39. Is it too early for some theory?

40. 2008
Social media marketing... "is about brands having
conversations."
Lloyd Salmons, chairman of the Internet Advertising
Bureau social media council.
© Zeus Jones 2007

41. Social media marketing
built on AIDA model.
Action is a result of awareness, interest and desire.
© Zeus Jones 2007

42. AIDA is a product of
communications.
It’s a relic of a time when marketing’s most powerful
lever was mass communications.
© Zeus Jones 2007

43. Andrew Ehrenberg
“Of the thousand and one variables which might
affect buyer behaviour, it is found that nine hundred
and ninety-nine usually do not matter. Many aspects
of buyer behaviour can be predicted simply from the
penetration and the average purchase frequency of
the item, and even these two variables are
interrelated.”
© Zeus Jones 2007

44. Mark Earls
“We think we have to change minds in order to
change behaviour (in fact, the opposite is true).”
© Zeus Jones 2007

45. Changing our behavior changes how we think.

46. Social media marketing is another attempt to change
how we think.

47. Social media for marketers is a tool for
changing behavior.

48. Thank you.
http://zeusjones.com/blog
http://twitter.com/adrianho