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Social Media: Evolution to Execution

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Herb Sawyer
Herb Sawyer

1. The document discusses a panel discussion on social media evolution and execution. It introduces the panelists - David Armano, Noah Brier, Rohit Bhargava, and Herb Sawyer - and their areas of expertise. 2. The panel discusses issues around using social media for brands, including marketers' image problems and addiction to new technologies. 3. Rohit Bhargava emphasizes that everything is now connected and transparency, active listening, co-creation, and impressions have changed meanings. Marketing requires understanding ecosystems rather than following trends.

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Social Media: Evolution to Execution
Beyond Just Acknowledging It…
My Mother Terrifies Me (as an advertiser; as her son, she is a wonderful mother) Rural Iowa Dial Up Internet Still calls me to fix the time on the microwave and VCR and DVD player Has not bought a new piece of technology herself in the last 30 years HAS LEFT BLOG COMMENTS (not on my blog)
Why My Mother Terrifies You (as a company; as a person she is a wonderful woman) Runs A Middle School Special Education Program PTA Leader Church group leader She tells you more things about her day than you need to know (still love her though) Blog comments were about her faulty windows
How do we use social media? What are the issues surrounding executing social media ideas? What can social media do for brand communications? Social Media: Evolution to Execution
Connected Through Social Media… David Armano VP, Experience Design Critical Mass Author of Logic+Emotion Noah Brier Naked Communications Author of Noahbrier.com Rohit Bhargava VP, Interactive Marketing Ogilvy Public Relations Author of Influential Marketing Blog
David Armano VP, Experience Design Critical Mass Author of Logic+Emotion
The Lines Have Blurred. We’re All Marketers.
But “Professional” Marketers Have An Image Problem
The Root Cause of the Problem Addiction To Bright + Shiny Objects
“Web 2.0” Is The Mother of all Bright + Shiny Objects
Symptoms Of B.S.O.S. ( B right + S hiny O bject S yndrome) -A soft spot for buzzwords -A disposition to regurgitate the latest buzzwords you just overheard -An insatiable desire to sell “the latest thing” to clients -A tendency to believe the hype , without investigating for yourself -A tendency to dismiss without investigating for yourself -Excess use of the word “ viral ” viral…viral…viral.. viral… -Lack of interest in research or first hand experience -Total disregard for customer , brand or business needs
Prognosis: Inability To Effectively Guide Clients
Rx: Empathy. Understanding. Openness. Investigating (3rd party research, reports, etc.) Talking + Walking With People (ethnography, observation, etc.) Sharing What We Know (connectivity, shared experiences + knowledge) Learning By Doing (experimentation, usage, adoption) 1 2 3 4
10 Questions For The Agency Executive 1. Do you read blogs ? Which ones? 2. Do you have a personal blog ? What's it about? 3. Do you participate in at least one social network ? Which one? 4. Have you ever uploaded a video online? What did you use to do it? 5. What's your favorite search engine . Why? 6. Have you ever used an online classified service like craigslist? 7. Besides making phone calls— how else do you use your mobile phone? 8. Have you ever registered a domain name ? 9. Do you use social bookmarks or tagging ? 10. Do you use a feed reader of some sort? Which one ? Why?
Why? Because Marketing Isn’t A Drive Through McMenu
… It’s An Ecosystem
Noah Brier Naked Communications Author Noahbrier.com
 
 
 
 
 
 
 
 
 
 
 
 
 
Rohit Bhargava VP, Interactive Marketing Ogilvy Public Relations Author Influential Marketing Blog
What’s Changing? Your secrets are not secrets Falling asleep on a couch is bad Faceless doesn’t work anymore Herb’s mom reads blogs Familiarity is not required for trust Rohit Bhargava www.influentialmarketingblog.com
Everything is Connected Rohit Bhargava www.influentialmarketingblog.com
Which means … Transparency doesn’t work for a-holes Active listening requires participation The encyclopedia of perception is truth Co-creation is the new innovation Impressions are meaningless Rohit Bhargava www.influentialmarketingblog.com
5 Counterintuitive Lessons Screw up with style Admit you are marketing Hook your campaign to identity Don’t automatically start a blog Have a personality and use it Rohit Bhargava www.influentialmarketingblog.com
Social Media: Evolution to Execution This panel on social media was brought together through the power of social media. Through blogs, blog comments and twitter I was able to “meet” today’s panelist. The blogosphere has some excellent thought leaders on social media and I am very thankful for today’s panelist to take time to be a part of today’s event. To continue to follow the panelist’s thought leadership views on social media check out their blogs (be sure to leave a comment) and follow their twitter feeds. David Armano - http://darmano.typepad.com/ Noah Brier - http://www.noahbrier.com/ Rohit Bhargava - http://rohitbhargava.typepad.com/ Herb Sawyer - http://www.herbsawyer.com/

More Related Content

Social Media: Evolution to Execution

  • 1. Social Media: Evolution to Execution
  • 3. My Mother Terrifies Me (as an advertiser; as her son, she is a wonderful mother) Rural Iowa Dial Up Internet Still calls me to fix the time on the microwave and VCR and DVD player Has not bought a new piece of technology herself in the last 30 years HAS LEFT BLOG COMMENTS (not on my blog)
  • 4. Why My Mother Terrifies You (as a company; as a person she is a wonderful woman) Runs A Middle School Special Education Program PTA Leader Church group leader She tells you more things about her day than you need to know (still love her though) Blog comments were about her faulty windows
  • 5. How do we use social media? What are the issues surrounding executing social media ideas? What can social media do for brand communications? Social Media: Evolution to Execution
  • 6. Connected Through Social Media… David Armano VP, Experience Design Critical Mass Author of Logic+Emotion Noah Brier Naked Communications Author of Noahbrier.com Rohit Bhargava VP, Interactive Marketing Ogilvy Public Relations Author of Influential Marketing Blog
  • 7. David Armano VP, Experience Design Critical Mass Author of Logic+Emotion
  • 8. The Lines Have Blurred. We’re All Marketers.
  • 9. But “Professional” Marketers Have An Image Problem
  • 10. The Root Cause of the Problem Addiction To Bright + Shiny Objects
  • 11. “Web 2.0” Is The Mother of all Bright + Shiny Objects
  • 12. Symptoms Of B.S.O.S. ( B right + S hiny O bject S yndrome) -A soft spot for buzzwords -A disposition to regurgitate the latest buzzwords you just overheard -An insatiable desire to sell “the latest thing” to clients -A tendency to believe the hype , without investigating for yourself -A tendency to dismiss without investigating for yourself -Excess use of the word “ viral ” viral…viral…viral.. viral… -Lack of interest in research or first hand experience -Total disregard for customer , brand or business needs
  • 13. Prognosis: Inability To Effectively Guide Clients
  • 14. Rx: Empathy. Understanding. Openness. Investigating (3rd party research, reports, etc.) Talking + Walking With People (ethnography, observation, etc.) Sharing What We Know (connectivity, shared experiences + knowledge) Learning By Doing (experimentation, usage, adoption) 1 2 3 4
  • 15. 10 Questions For The Agency Executive 1. Do you read blogs ? Which ones? 2. Do you have a personal blog ? What's it about? 3. Do you participate in at least one social network ? Which one? 4. Have you ever uploaded a video online? What did you use to do it? 5. What's your favorite search engine . Why? 6. Have you ever used an online classified service like craigslist? 7. Besides making phone calls— how else do you use your mobile phone? 8. Have you ever registered a domain name ? 9. Do you use social bookmarks or tagging ? 10. Do you use a feed reader of some sort? Which one ? Why?
  • 16. Why? Because Marketing Isn’t A Drive Through McMenu
  • 17. … It’s An Ecosystem
  • 18. Noah Brier Naked Communications Author Noahbrier.com
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  • 32. Rohit Bhargava VP, Interactive Marketing Ogilvy Public Relations Author Influential Marketing Blog
  • 33. What’s Changing? Your secrets are not secrets Falling asleep on a couch is bad Faceless doesn’t work anymore Herb’s mom reads blogs Familiarity is not required for trust Rohit Bhargava www.influentialmarketingblog.com
  • 34. Everything is Connected Rohit Bhargava www.influentialmarketingblog.com
  • 35. Which means … Transparency doesn’t work for a-holes Active listening requires participation The encyclopedia of perception is truth Co-creation is the new innovation Impressions are meaningless Rohit Bhargava www.influentialmarketingblog.com
  • 36. 5 Counterintuitive Lessons Screw up with style Admit you are marketing Hook your campaign to identity Don’t automatically start a blog Have a personality and use it Rohit Bhargava www.influentialmarketingblog.com
  • 37. Social Media: Evolution to Execution This panel on social media was brought together through the power of social media. Through blogs, blog comments and twitter I was able to “meet” today’s panelist. The blogosphere has some excellent thought leaders on social media and I am very thankful for today’s panelist to take time to be a part of today’s event. To continue to follow the panelist’s thought leadership views on social media check out their blogs (be sure to leave a comment) and follow their twitter feeds. David Armano - http://darmano.typepad.com/ Noah Brier - http://www.noahbrier.com/ Rohit Bhargava - http://rohitbhargava.typepad.com/ Herb Sawyer - http://www.herbsawyer.com/

Editor's Notes

  1. Thanks for showing up. Social Media brought this panel together. Blog groupy/giddy.