1. Now Is Gone February 21, 2008

2. Part I: Why Should You Care? 3. What Hath Web 2.0 Wrought? 4. 5. Adoption Hits Early Majority Phase 6. Ciscos Marketing Effort 7. McKinsey Global Survey ShowsBusinesses Are Engaging in Social Media 8. Impact on PR

NEW:Symbiotic relationship w/ traditional media: Welcome to the Fifth Estate

Social Media returns PR to its core mission:Building goodwill with stakeholders

Can have dynamic impact on business

Old methods dont work

New relational engagement strategies required

9. Part II: New Media Ready? 10. The New Set of Stakeholders 11. Necessary Steps toGet Ready for Social Media

Does your community gather information online?

Give up control of the message

Community participation attitude

Committing the right resources are a must

Ethics and transparency

NEW : Expectations Organic vs. now

12. Dell Case Study

From Hell

To Heaven

13. Southwest Airlines Case Study 14. Part III: Building a Successful New Media Effort 15. Research: Focus on theCommunitys Interests Research: Technorati, del.icio.us, StumbleUpon and Digg Identify the social networkBack Channel Read and participate Identify top market concerns and issues 16. NEW: Outcomesand Measurement

Why do it if you dont know what you want to achieve?

Determine outcomes now:

• Changed perception?

• ROI?

• Influence or relationships?

Assign measurement

Measurement tools

17. The Editorial Mission

Your company is now a media generator

Great content serves interests

Tangents create content opportunities

Tie your subject matter expertise to your stakeholders interests

Result: Valuable information

Codify it in writing, but remain flexible

18. Who and What

Individual community manager vs. team

CEO blogs and transparency

Schedules

Flexibility for events

19. Compel Stakeholders withGreat Content Every Time!!! 20. Case Studies

Goodwills Fashionista

ED in 08

21. Promoting Your Effort 22. Engaging Your Community

Participation is marketing

RSS and SM tag based marketing

Social network participation

Traditional media relations

Blogger relations

Social media releases

Old tactics

23. Coca-Cola Virtual Thirst 24. SeaWorld Case Study 25. Geez. Politics!

Obama Engages

Ron Paul Rai$es

26. Evolving YourSocial Media Effort 27. Think Liquid 28. Seven Principles ofCommunity Building

Give up control of the message

Honesty, ethics and transparency

Participation is marketing

Audiences versus communities

Strategy: Build value

Create fantastic content

Manage your media forms

Full write-up at tinyurl.com/2ax5d3

29. GMs Reinvigorated Effort 30. Thank you

Lets discuss!