Thanks to Jess Manocchio, I’ve been re-invited to speak at PRSA Buffalo, kicking off their Sunrise Seminar series on social media. While my previous talk in February focused on listening in social media (Part 1 & Part 2), this time I’ll be bringing folks on a journey through how social media strategies are created. Along the way, I’ll recommend the use of conversation filtering and analysis tools such as cotweet and JamiQ. I’ll update this post after the talk. Meanwhile, you should be able to follow along 8am EST today (Aug 5th) via twitter #PRSAtalk.

1. with
Kevin Lim
cyberculturalist
PRSA 5th Aug 2009
social
media
strategy
instead of

2. If you are
on twitter
share your
thoughts

3. the bad news.

4. the bad news.
good

5. BW Online. July 19, 2004. “The Vanishing Mass Market”

6. http://www.creators.com/comics/speed-bump/28803.html

7. http://manuforti.wordpress.com/2009/03/08/newspaper-death-watch/

8. Source: Veronis Suhler Stevenson; Boston Consulting Group analysis (July 2009)
GDP vs. Ad Spending

9. “Balance Your Media Diet” by Steven Leckart (July 15, 2009)

10. “Reputation Statement of Account" by Jason Tester (2004)

11. We live in a world where
the gatekeepers
are losing control.
Gary Vaynerchuk
winelibrary.tv

12. Spin may work in traditional
media, but the
Internet
has a built in
B.S. detector.

13. People relate to people
not companies.
Tony Hsieh
Zappos CEO

14. When reality is labeled
unthinkable, it creates a
sickness in an industry...
Clay Shirky
technologist

15. Leadership becomes
faith based.
Clay Shirky
technologist

16. thinking the
unthinkable

17. this is an opportunity
to start over.

18. Butwe often
begin

19. Should I be using
Youtube
Twitter or

20. we turn to
the tools

21. SeenewerversionbyBrianSolis&JESS3attheconversationprism.com

22. Rossiter,J.R.,&Danaher,P.J.(1998).Advancedmediaplanning.Boston:KluwerAcademic.

23. instead of
taking a
leap of

24. we need
to think
strategy
instead of

25. Groundswell: Winning in a World Transformed by Social Technologies (2008)

26. Social Technographics Ladder from Groundswell, Forrester Research, 2008

27. “Barack Obama’s Social Media Toolkit” by Monte Lutz (Feb 2009)
http://www.slideshare.net/montelutz/social-pulpit-barack-obamas-social-media-toolkit
ADVOCATE
SOCIAL
PERSONAL
Recruit others to donate
Create a group
Host an event
Post pictures/videos
Write a blog post
Join a group
Create a
profile
Post a
comment
Make a
donation
Sign up for e-
mail/SMS
Friend on social
networks

28. Amy Jo Kim’s Community Building on the Web (Peachpit, 2000)

29. Groundswell: Winning in a World Transformed by Social Technologies (2008)

30. USA Today, July 24, 2009

31. USA Today, July 24, 2009

32. USA Today, July 24, 2009

33. Mike Arauz’s Spectrum of Online Friendship (April 2009)
http://www.slideshare.net/mikearauz/spectrum-of-online-friendship

34. Designing for the Social Web: The Usage Lifecycle
http://bokardo.com/archives/designing-for-the-social-web-the-book/

35. so what’s a good
strategy

36. campaigns
so similar
so different

39. three words
transparency
novelty
risky

40. The good news is
there is freedom of speech
and the bad news is
there is freedom of speech
Robert Passikoff
Brand Keys President
“Skittles Pulls Twitter Campaign” by Laurie Sullivan, March 4, 2009

43. three words
competitive
controlled
exclusive

44. long term brand strategy

45. long term brand strategy

46. customer support

47. tactical strategies
for twitter

48. brand awareness

49. “Squarespace: Give an iPhone, Get Awareness”
http://www.thehumanisticstrategist.com/articles/2009/6/12/squarespace-give-an-iphone-get-awareness.html

50. rewarding fans

51. rewarding fans

52. rewarding fans

53. new sales channel

54. new sales channel

55. integrating social media

56. integrating social media

57. social
media
is 24/7

58. humans
can’t scale

59. Kathy Sierra, Is Twitter TOO good? (16 March, 2007)
http://headrush.typepad.com/creating_passionate_users/2007/03/is_twitter_too_.html

60. Cathy, 4th August 2009

61. Despair Inc's Social Media Venn Diagram

62. search.twitter.com

63. tweetgrid.com

64. tweetdeck desktop app

65. reader.google.com

66. information
overload has
always existed

67. true problem
filter failure
Clay Shirky
technologist

68. filtering
tools I use

70. cotweet.com
multiple accounts
multiple users
keyword monitoring
on duty notifications
tweet assignments
conversation threading
rich profiles
click tracking
tweet scheduling
multi account posting
message archive

72. Buzz Trending Sentiment
Detection Influence
Scoring
Market Segmentation Site
Ranking
Media Segmentation
JamiQ

73. demo

74. Questi
ons

75. How often
should we
communicate
with our
supporters

76. Who in my
small shop
should manage
our social
networking

77. What should
my
organization's
Facebook fan
page really

78. Do you see
social web
being over-
populated with
cause related

79. Will I "turn off"
traditional
donors
with all this
hype about

80. How do I
overcome a
bad remark
about our
organization

81. Jeffery Gitomer’s Little Black Book of Connections (2006)

82. Thank You
Let’s chat...
@brainopera
theory.isthereason.com