30 ideas in 30 minutes with Kenny Lauer of GPJ

30 Ideas in 30 Minutes

with Kenny Lauer Vice President, Digital Experience George P. Johnson Twitter: @kennyL

Live from New York, it’s… 1 Listen Act Win

Live from New York, it’s… 1 Listen Act Win

12 million Viewers SNL 8.68 on USA TODAY’s Ad meter poll

1 Listen Act Win

“…the voice of one person is no longer “statistically insignificant” and that collectively we can improve the world one experience at a time.” –Dave Carroll

http://bit.ly/smslauer1

Written by Flavio Gikovate –psychoanlyst. Chris M

2 It’s Important to Be Seen

“Sawa Bona” [I see you]

“Sik Bona” [I am here]

It’s Important to Be Seen

“Sawa Bona” [I see you]

“Sometimes you want to go Where everybody knows your name, And they're always glad you came”

http://media.80stees.com/images/products/Cheers_Norm-T.jpg

2

7

What is your company’s MOST valuable asset?

3 Best Asset of every company

8

Customers

3 Best Asset of every company

9

3 Your customers determine…

. . . your brand . . . your revenue . . . your future

Best Asset of every company

Your Brand is not defined by you

4 Corporate Control is a Myth


“…They [ your customers ] are redefining for themselves that brand you spent millions of dollars, or hundreds of millions of dollars, creating.” -- Groundswell: Winning in a World Transformed by Social Technologies,

J. Bernoff and C. Li

Corporate Control is a Myth

“No, I'm simply saying that life, uh…finds a way”


funnel

Our old friend “The Funnel”

http://birdahonk.com/domains/birdahonk/files/Rethinking%20The%20Funnel.gif

5 The Good

OL’ Days

The New Funnel 5 The Good

OL’ Days

Tweetstream

SMS

Facebook

Widget

FourSquare

Viral Mkt

Virtual Event

Competitor Site

You Tube

Flickr Picts

Podcast

Google

Yelp

Video

Friends

Forums

Virtual Event

Iphone App

Blog

The New Funnel 5 The Good

OL’ Days

Know our customers

Don’t ask a social media expert if you should blog or tweet, watch and ask your customers first

Don’t Ask Me

6


7 Know your customers

Know your customers

Jeremiah Owyang, Altimeter Group

7 Know your customers

8 Twitter is NOT a social media plan

- NOT about the Technology + a means to an end

IT IS…

8 Twitter is NOT a social media plan

Goal: TO DO MORE BUSINESS

- NOT about the Technology + a means to an end

- NOT where you do social media + how your going to be social

IT IS…

IT IS…

If a conversation happens and you aren’t there to

hear it, did it

happen?

START LISTENING

9 You Better Be Listening

10 Everywhere all the time

11 It’s all about engagement

12 It’s a Balancing Act

Paid

Balance: Talking and Talked About

13 Where’s Waldo?


14 Global Trends


14 Global Trends

http://bit.ly/smslauer14a

http://www.omginfographics.com/2010/05/social-media-periodic-table-and-periodic-table-of-social-media-marketing-elements/

15


1 part chemistry

1 part marketing

Can I enemy you?

16 Quality NOT Quantity

Can I enemy you? 16 Quality NOT Quantity

• How you interact online • Strength of relationships

• Your Reputation

17

Goodbye websites hello social places hello social places

Framework: Evolution of the Social Corporate Website

1. No social integration

2. Link away with no strategy

3. Link away but encourage sharing

4. Brand integrated in social channels

5. Aggregate discussion on site

6. Users stay on site with social log-in

7. Social log-in triggers sharing

8. Seamless integration

17 Goodbye Websites


1.  Sent out Social Media Press release

2.  Create or leverage a social network

3.  Setup mobile alerts & reminders

4.  Define social media tags for flickr, twitter etc.. (#Cisco08)

5.  Make Event widget available to all

6.  Make available pre-event videos/podcasts/pictures to enroll and engage.

7.  Promote through RSS, Blogs, social bookmarking and other social media

8.  Encourage Pre-event posting and sharing of content

1.  Conversations 1.  Twitter 2.  TXT messaging 3.  Social Networking

2.  Event Capture 1.  Blogs 2.  Live Streaming 3.  Post-seminar

speaker interviews 4.  Online

Communities 5.  Text to screen

vote/survey 3.  Event Mgmt

1.  SMS alerts / reminders

2.  Mobile WAP

1.  Share everything 2.  Post video of what was

missed 3.  Continue to social

network 4.  Follow the

conversation and take note

5.  Add crowdsourcing to add or replace post-event surveys

6.  Aggregate and promote content

7.  Extend to communities and social networks

8.  Use content to promote next event

PRE-EVENT POST-EVENT DURING EVENT

18 Integrate Social Media into your events.

19 Get outside the four-walls of the event

Think Resources Not Constraints

Physical Events should have a virtual component 1.  Extend content reach

2.  Extend spend

3.  Extend duration

20 Extend Your Physical Events

Virtual events don’t

cannibalize physical events.

They extend it. Get over it.

20

2 Strategies Events Must Have: 21 Event Must Haves

•  Hashtag Strategy •  Social Media Monitoring Strategy

games drive behavior 22

right behavior drives business goals


Putting the fun in functional

23

Idea?


Games address human needs

23

Idea?

Rajat Paharia Bunchball

Games address human needs

Twitter Tips

-or-

“Oh No You’re Not!

  Maximize retweetability [115]!

  Reply: often [75%]!

  DM if it’s a halfalogue!

  Autofollow: Don’t!

 Enough about you, what about me!!

 No company in your profile name !

 It’s not SMS [ 4u LOL ]!

 Use Bit.ly (forget about the rest)!

24

Twi(er tutorial: h(p://bit.ly/smslauer24

Sticks and stones will break my bones

but tweets will never hurt me (or posts, or clips, or

comments)

25 Don’t Twitter drunk

Don’t Twitter Drunk

“You can’t take something off of the Internet.

That’s like trying to take pee out of a swimming

pool.” — Joe Ragan, Newsradio As quoted in “Groundswell” by Charlene Li and Josh Bernoff

25


“What happens in Vegas Stays in twitter.”

— Annonymous

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Deleted messages can be discoverable in a

court of law. “ouch”

25

26

Buzzzzz-‐tag.com

QR Code Support Social Media

27 Social

Augment Reality

1 27 Social Augment Reality

28

Remember when this was Four Square?

Location services: Don’t leave home without it

Location services: Don’t leave home without it



28

“Make Me a Viral Campaign”

Adjective, not a noun —ze frank

29 Make Good Content

Copy of Seth’s book ideavirus: h(p://bit.ly/smslauer29

30 It’s all one experience.

Time to

Get Wet.

Into the

Streams we go

Photo credit: Stream by aspheric.lens

30


Concepts you should know

flash Mob

river of news

social graph

tag cloud

cloud

crowdsourcing

virtual Goods

mashup

*

Kenny Lauer Vice President Digital Experience

George P Johnson @kennyL [email protected]

* Be Real. Be Responsive. Be Generous. Be a Mensch.

FOLLOW ME: http://bit.ly/smslauer

30 ideas in 30 minutes with Kenny Lauer of GPJ

Business

Transcript of 30 ideas in 30 minutes with Kenny Lauer of GPJ