1. Why Social Media?
Social Media for the Slightly Skeptical
ToddVan Hoosear #pcb4 @vanhoosear
vanhoosear@gmail.com http://vanhoosear.com/

2. Cue music…
Are you a believer?
Why?
Flickr credit: oceandesetoiles

3. I have been…
But let me play
the skeptic for a
little while…
Flickr credit: Jason Permenter

4. Here’s the good news:
99% of 18- to 24-year-olds
have social media profiles
Flickr credit: glenn~

5. Bad news?
Only 22% use Twitter
And those who do mostly follow
friends, family and celebrities…
Only 29% of that 22% (that’s 6%)
follow companies
Source: Participatory Media Network, May, 2009

6. Nearly 90 percent of U.S. adults
prefer dealing with people face-to-
face, not through high-tech ways
70% of adults still haven’t heard of
Twitter
Source: Brightkite & GfK Retail and Technology, June, 2009

7. 8 in 10 businesses have concerns
regarding social media
51% of executives worry that social
media reduces employee productivity
49% believe that these platforms could
harm company reputation
Source: Russell Herder and Ethos Business Law, August, 2009

9. And you know what?
Maybe they’re right!

10. Here’s the kicker though…
It’s not just bad for your company…
But also your relationships!
Source: University of Guelph in Canada, August, 2009

11. So what’s a responsible professional to do?
1. Understand the new rules
2. Lay out the objections and address (or
ignore) them
3. Tie social media activities to your
business/professional goals
4. Pick the strategies, platforms and tactics
accordingly
5. Set your benchmarks, and measure your
progress

12. So what’s a responsible professional to do?
1. Understand the new rules

13. The New Rules of Marketing & PR

14. The New Rules of Marketing & PR

15. The New Rules of Marketing & PR

16. The New Rules of Marketing & PR

17. The New Rules of Marketing & PR

18. The New Rules of Marketing & PR

19. The New Rules of Marketing & PR

20. The New Rules of Marketing & PR

21. The New Rules of Marketing & PR

22. The new reality…
 (Nearly) everything’s real-time
 (Nearly) everything’s online
 (Nearly) everyone’s a marketer
 (Nearly) everything’s outsourced
 (Nearly) everyone’s a freelancer
 (Nearly) everything’s measurable
 (Nearly) everything’s cheap or free

23. So what’s a responsible professional to do?
1. Understand the new rules
2. Lay out the objections and address (or
ignore) them

24. Address the Objections
10 popular objections to social media
1. I suffer from information overload already.
2. So much of what's discussed online is meaningless.These forms of
communication are shallow and make us dumber. We have real
work to do!
3. I don't have the time to contribute and moderate, it looks like it
takes a lot of time and energy.
4. Our customers don't use this stuff, the learning curve limits its
usefulness to geeks.
5. Communicators [bloggers, tweeters] are so fickle, better to stay
unengaged than risk random brand damage.We don't want
hostile comments left about us on any forum we've legitimized.
Source: Marshall Kirkpatrick’s “ReadWriteWeb”

25. Address the Objections
10 popular objections to social media
6. Traditional media and audiences are still bigger, we'll do new stuff
when they do.
7. Upper management won't support it/dedicate resources for it.
8. These startups can't offer meaningful security, they may not even
be around in a year - I'll wait until Google or our enterprise
software vendor starts offering this kind of functionality.
9. There are so many tools that are similar, I can't tell where to invest
my time so I don't use any of it at all.
10. That stuff's fine for sexy brands, but we sell [insert boring B2B
brand] and are known for stability more than chasing the flavor-
of-the-month.We're doing just fine with the tools we've got,
thanks. Source: Marshall Kirkpatrick’s “ReadWriteWeb”

26. Why should your company care?
Social media is reinventing traditional marketing
 It’s being used in campaigns by companies big and small…
http://www.youtube.com/watch?v=heSudg-tfIk

27. Why should your company care?
Social media is not just for
marketing anymore
 It’s being used for research,
product development,
customer service and many
other areas…
http://www.youtube.com/watch?v=MpIOClX1jPE

28. Why should your company care?
Social media adoption is increasing

29. Why should your company care?
Your competitors are doing it (but possibly not well, yet)
 Opportunity for thought leadership

30. Why should your company care?
Your employees are (probably) doing it

31. Why should your company care?
Your key reporters, editors and analysts are doing it

32. Why should your company care?
It’s Measurable

33. Okay, we care! Now what?
 Learn the basics
 Know a blog from a wiki, an RSS feed from a tag cloud, a
podcast from a vlog, social networking from social bookmarking
(don’t worry, we’ll help you)
 Start small, but think big!
 The little things can make a big difference
 Add an RSS feed for your press room
 Add tags and social bookmarking to your press releases
 Read and comment on a blog or two
 Understand the significant implications of social media for
your industry, your company, your customers and your job…

34. So what’s a responsible professional to do?
1. Understand the new rules
2. Lay out the objections and address (or
ignore) them
3. Tie social media activities to your
business/professional goals

35. So what’s a responsible professional to do?
1. Understand the new rules
2. Lay out the objections and address (or
ignore) them
3. Tie social media activities to your
business/professional goals
4. Pick the strategies, platforms and tactics
accordingly

36. So what’s a responsible professional to do?
1. Understand the new rules
2. Lay out the objections and address (or
ignore) them
3. Tie social media activities to your
business/professional goals
4. Pick the strategies, platforms and tactics
accordingly
5. Set your benchmarks, and measure your
progress

37. ThankYou!
ToddVan Hoosear
vanhoosear@gmail.com
617-326-3211 - @vanhoosear
www.vanhoosear.com