Photo: flickr.com/josiahmackenzie

Social Media TodayMeeting Challenging TimesRunning USAFebruary 2, 2010

It’s been a year.What’s new?

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Quantified Runner Usage

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5

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Was 52%

Was 13%

Was 19%

Mobile Social Media

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What can you do with a mobile device?

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• Make phone calls• Text• Email• Take photos• Record video & audio

What can you do with a mobile device?

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• Make phone calls• Text• Email• Take photos• Record video & audio• Access the Internet• Download apps• Tell your location

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• 235 million US subscribers

• 68 million mobile internet users

• 21 million mobile social network users

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• Take photos• Capture video• Share photos and

video• Access social

networks/blogs

Geolocation

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“Geolocation is the identification of the real-world geographic

location of an Internet-connected computer, mobile

device, website visitor or other.”

-Wikipedia13

“Simply put, location changes everything.This one input—our coordinates—has thepotential to change all the outputs. Where

we shop, who we talk to, what we read,what we search for, where we go—they all

change once we merge location and the Web.”

—Mathew Honan, contributing editor, Wired,January 19, 2009

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Foursquare

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• Part friend-finder, social city-guide and game

• iPhone, Android, Palm Pre, SMS, Web, mobile web (BlackBerry app in beta)

• Google Maps, nearby tweets, tips, to-do’s

• Mayorships• Badges

Yelp

• More social-network-like (user profiles)

• 1.25 million iPhone app users• Rewards, leader board,

incentives• Augmented reality

functionality (Monocle)

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Platform Explosion!

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What hasn’t changed?

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Conversations that build mutually beneficial relationships between

companies and stakeholders.

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Markets are relationships.Relationships depend on conversations.

Conversations are fire.Social media is arson.

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Engagement

Social Media Reinforcing Goals

EndorsementEvangelism

4 Principles

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THEM, NOT USThe best advertising is not us talking about us. It’s other people talking about us. Make

conversations about the consumer first.

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BE WHERE CONSUMERS ARE

Find your evangelists. Know where your target consumers congregate and converse.

Contribute to those communities and conversations first.

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SHOW SIGNS OF LIFEIntegrate and promote social content

throughout your digital presence.

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People!

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ACTION TRUMPS EYEBALLS

Aim for engagement, endorsement and evangelism. Design for action and

interaction. Think hearts and minds, not just eyeballs.

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3 StepSocial Media

Strategy

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Listen & LearnPlan

Engage

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Listen & LearnPlan

Engage

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Spark Social Media Monitoring, Analysis & Metrics

6.4.2009

© S P I R A L 1 6 L L C

Listen & LearnPlan

Engage

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Integrate

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Channel

Paid

Owned

Earned

Definition

Pay to leverage the channel

Brand controls majority of content

Fans are the channel

Examples

Paid searchAdvertising

Sponsorships

Web siteMicrosites

Facebook & Twitter

Blogger outreachSeeding programs

Forum participation

Set Objectives, Strategies and Measurement

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45Source: Forrester

46Source: Forrester

47Source: Forrester

Listen & LearnPlan

Engage

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TALKING

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ENERGIZING

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Lee Fit Ambassadors• Identified 28 bloggers based on 3 criteria:

• Content: Was the blogger writing about fashion for everyday women?

• Engagement: How do her readers respond? Did she acquire multiple comments each time she posted?

• Influence: Did she have solid site traffic? What was their Technorati Authority and Rank?

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1. Momma’s Review www.mommasreview.com

2. A Mommy Story www.amommystoryreviews.blogspot.com

3. Intricate Art www.intricateart.com

4. Posh Glam www.poshglam.com

5. Cool Moms Rule www.coolmomsrule.blogspot.com

6. Your Style Star www.yourstylestar.com

7. All American Mommy www.allamericanmommy.blogspot.com

8. Domestic Chicky www.domestic-chicky.com

9. Karla’s Krazy Life www.karlaskrazylife.blogspot.com

10. Workout Mommy www.workoutmommy.com

11. Mommy Goggles www.mommygoggles.com

12. Mom’s Favorite Stuff www.momsfavoritestuff.com

13. Savvy Housewife www.savvyhousewife.com

14. Mamanista www.mamanista.com

15. Therapeutic Reviews and Giveaways www.themomreviews.com

16. The Domestic Diva www.thedomesticdiva.org

17. Blissfully Domestic www.blissfullydomestic.com

18. Mommin’ it Up www.momminitup.com

19. Motherhood Uncensored www.motherhooduncensored.typepad.com

20. Sarcastic Mom www.sarcasticmom.com

Response “What an amazing opportunity, I

appreciate the offer - and accept!”

“WOW! you aren't kidding - what an awesome

thing! I definitely want to be a part of this.”

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Blog with integrity

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SUPPORTING

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EMBRACING

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Photo: flickr.com/josiahmackenzie

Thank you.jrisley@barkleyus.comrisleyranch.blogs.comTwitter: risleyranch