1. Making Sense
Of Social Media
Strategy Matters
Bryan Huber, Chief Interactive Officer

2. About Bryan
Bryan Huber
Chief Interactive Officer
Quick facts:
‣ Involved in the internet before
Al Gore invented it
‣ Built first corporate website in 1996
‣ On LinkedIn since 2003
‣ Joined Paul Werth Associates in 2010
©2010 Paul Werth Associates | Builder’s Exchange

3. So, What Is
Social Media?

4. What is Social Media?
User Generated
Content
©2010 Paul Werth Associates | Builder’s Exchange

5. What is Social Media?
It’s not a new phenomenon
It’s been around
for over 20 years!
©2010 Paul Werth Associates | Builder’s Exchange

6. What is Social Media?
Ways for users to generate content
Photo Video
Blogs
Sharing Sharing
Social
Podcasts Ratings Wikis
Networking
Micro Message
Comments
Blogs Boards
©2010 Paul Werth Associates | Builder’s Exchange

7. What is Social Media?
More And More Content
Is Being Created
On Mobile Devices
©2010 Paul Werth Associates | Builder’s Exchange

8. So, What Is
Social Networking?

9. What is Social Networking?
Tools That Allow
Users To Connect And
Build Relationships
©2010 Paul Werth Associates | Builder’s Exchange

10. What is Social Networking?
Tools for users to connect
Facebook Twitter YouTube
Flickr LinkedIn FourSquare UStream
Last.fm ShareThis MySpace
There are many, many more…
©2010 Paul Werth Associates | Builder’s Exchange

11. Why Is It important?
Almost 600 Million
Facebook Users
©2010 Paul Werth Associates | Builder’s Exchange

12. Why Is It important?
Over 4 Billion
Photos on Flickr
©2010 Paul Werth Associates | Builder’s Exchange

13. Why Is It important?
13 Hours Of Video
Uploaded Per Minute
On YouTube
©2010 Paul Werth Associates | Builder’s Exchange

14. Why Is It important?
Over 13 Million
Articles on Wikipedia
©2010 Paul Werth Associates | Builder’s Exchange

15. Why Is It important?
Over 300
Check-ins Per Second
On Foursquare
©2010 Paul Werth Associates | Builder’s Exchange

16. Why Should You Care?

17. Why should you care?
Allows you to
build relationships
with customers.
©2010 Paul Werth Associates | Builder’s Exchange

18. Why should you care?
Allows you to be part of a
consistent conversation.
©2010 Paul Werth Associates | Builder’s Exchange

19. Why should you care?
A conversation which
includes your industry,
your company,
your competitors,
and your customers.
©2010 Paul Werth Associates | Builder’s Exchange

20. Why should you care?
Companies can:
‣ Connect
‣ Listen
‣ Contribute
‣ Respond
‣ Measure
©2010 Paul Werth Associates | Builder’s Exchange

21. Why Is Social Media
Important To Your
Marketing Mix?

22. Part of Your Marketing Mix
Social Media...One Part of
Your Marketing Effort
‣ Additional channels to expand your reach.
‣ Strategy reigns!
‣ Create and share compelling content.
‣ Stay disciplined, engaged and motivated.
©2010 Paul Werth Associates | Builder’s Exchange

23. Avoiding Social
Media Crisis

24. Avoiding Social Media Crisis
Reputation is....
The sacred trust between a
company and its customers.
It takes 3-10 years to repair
once damage is inflicted.
©2010 Paul Werth Associates | Builder’s Exchange

25. Avoiding Social Media Crisis
Social Media
+ Reputation
The Great
Unknown!
©2010 Paul Werth Associates | Builder’s Exchange

26. Avoiding Social Media Crisis
What’s Changed?
‣ People find comfort in information,
regardless of quality, a trait enhanced
in 24/7 news cycle.
‣ Journalists, bloggers find sources while
you’re writing the news release.
‣ Social media impacts the perception
of your organization whether or not
you are involved and aware.
‣ Now you have more opportunities to
engage reporters and stakeholders –
and to BE the media.
©2010 Paul Werth Associates | Builder’s Exchange

27. Avoiding Social Media Crisis
Be the Media!
‣ Paid
‣ Earned
‣ Owned (web)
‣ Shared (social)
©2010 Paul Werth Associates | Builder’s Exchange

28. Building Your Community

29. Building Your Community
How to Manage Your Time?
‣ Discipline
‣ Create an editorial calendar.
‣ Use dashboards and management tools.
This is how to
‣ Engagement compete with
‣ Build relationships and activate your voice. the big guys!
‣ Enhance your reputation.
‣ Motivation
‣ Don’t go it alone.
©2010 Paul Werth Associates | Builder’s Exchange

30. Building Your Community
Build Compelling Content
‣ Do your homework.
‣ What do your customers care about?
‣ Test ideas before you campaign.
‣ Don’t ignore the potential of social media for
free polling.
‣ Keep it brief.
‣ And use images, video and audio to tell your story.
©2010 Paul Werth Associates | Builder’s Exchange

31. Questions?
©2010 Paul Werth Associates | Builder’s Exchange

32. Connect With Me
in/bryanhuber @bryanhuber
in/paulwerthassociates @paulwerth
paulwerth.com
©2010 Paul Werth Associates | Builder’s Exchange

33. Thank You