Social media has changed the way companies and brands are discussed and considered. This presents a challenge, but also opens a number of opportunities for companies ready to harness the power of human interaction. Human involvement is what gives brands the strongest competitive differentiation today.  Learn about the advantages of integrating social into strategy. This session covers how to develop, implement, measure, and manage a cross-functional program with goals and metrics that map to impact and track to ROI. Participants will get the inside scoop on finding/ activating brand evangelists, getting competitive intelligence, managing resources/time, while boosting conversions.

1. Why social media is important for brands
IABC Heritage — October 18, 2010
valeria maltoni | dir of strategy | powered, inc. | Conversation Agent | @ConversationAge

2. a brand is a person’s gut feeling about a
product, service, or organization
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/professorbop/3955195669/

3. people don't buy what you make, they buy why
you do it
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/piet_musterd/1858568495/

4. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://hbr.org/2010/07/vision-statement-mapping-the-social-internet/ar/1

5. Social Web Involvement
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://globalwebindex.net/data/

6. internal conversations are as important as
those among peers
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7. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

8. “One desire that is getting stronger than any other demands
remains the desire to be unique.”
— John Galliano
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9. develop
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/torontorob/4549794944/

10. product as utility
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11. product as community builder
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

12. product as design of experience
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13. service as design of experience
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://dashes.com/anil/2010/09/gourmet-live-and-rewarding-experiences.html

14. service for environmental priorities
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

15. Twitter Flickr
Facebook
Delicious
YouTube
SlideShare
Foursquare
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

16. plan
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17. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://thesartorialist.blogspot.com/2010/10/on-streetmotochic-new-york-milano.html

18. implement
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/sis/266718134/

19. http://socialmediagovernance.com/policies.php
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20. M, S
L
http://www.rapleaf.com/
http://www.flowtown.com/
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

21. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

22. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

23. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
http://www.google.com/alerts

24. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
http://search.twitter.com

25. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
http://www.backtype.com

26. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
http://www.socialmention.com

27. 1 content
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

28. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/missha/2209205063/

29. 2 team/process
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/papazimouris/488931691/

30. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://tinyurl.com/yfol4x7

31. 3 conversation strategy
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32. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

33. manage
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/eschipul/4160817135/

34. curating experience
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/17748937@N00/3272311606/

35. messages conversation
starters
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

36. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://smallbusiness.intuit.com/

37. customer
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38. fan
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

39. crisis
complaints
competition
problems
questions
crowd
influentials
compliments
program impacts
point of need
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://commons.wikimedia.org/wiki/File:Young_kudu_with_big_ears_%28Kenya%29.jpg

40. measure
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/darrenhester/3901158717/

41. 1. Increase revenue
2. Decrease costs
3. Increase customer satisfaction
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/rubyblossom/3563008119/

42. define your metrics, arrange for tracking,
set your benchmarks
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/ac_theart/3790478918/

43. http://www.google.com/analytics/
http://www.coremetrics.com/
http://www.hitwise.com/us/
http://www.fireclick.com/
http://www.omniture.com/en/
http://www.radian6.com/
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

44. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

45. customer retention
customer value
competitive customers
referral engine
new leads
Web site conversions
length of sales cycle
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

46. number of newly acquired customers
number of customer referrals
number of transactions
changes in repeat customers
uplift in other marketing channels
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

47. “A mighty flame follows a tiny spark.”
— Dante
“You can’t start a fire without a spark.”
— Springsteen
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

48. http://www.mistakethebeautiful.com/thankyou.html
valeria maltoni | dir of strategy | powered, inc. | Conversation Agent | @ConversationAge