Omi summit 2013 social media landscape by todd wilms

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Social Media Marketing Landscape: Competitive Strategies and Tactics for 2013 Todd Wilms Digital, Social, Communities SAP
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    17-Oct-2014
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For those who joined the OMI Keynote on Sept 17th, these are the slides we discussed. For those interested, reach out to me for further details. Happy to help!

Transcript of Omi summit 2013 social media landscape by todd wilms

Page 1: Omi summit 2013 social media landscape by todd wilms

Social Media Marketing Landscape: Competitive Strategies and Tactics for 2013

Todd Wilms

Digital, Social, Communities

SAP

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Social Media Marketing Landscape:

Competitive Tactics & Strategies for 2013

Speaker: Todd Wilms, Digital, Social, Communities, SAP Session Description:

Keeping up with the Joneses? Not anymore. What matters these days is keeping up with social media! The choices are endless and no matter what the platform or technology, everyone seems to have cracked the code to social media success. Even with all the success we've seen, staying on top is not easy in this constantly evolving landscape. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2013. Interested in where it is all going? What should be in store for you for the next year? This session is not predictive – there is no crystal ball -- but what Todd can do is share insight to help you stop reacting to the market and develop the program you want for your brand and for your audiences. It’s not simple, but we can make it easier!

In this session you will learn:

How to develop a program for you that is manageable

How to find your audience today and where they are going tomorrow

What others are doing similar to you, what others are doing you should avoid

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Agenda:

The Goldrush . . . Again

3 P’s:

• Platforms

• People

• Power

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1. Social Media for SAP

2. Speaker

3. Writer on Forbes

4. Been Doing This Awhile

5. Husband and Dad

6. Enjoys the Bay Area

7. Fun Fact: Bodyguard for a U.S. Women’s

Gymnastics Team

7 Things About Your Speaker

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#OMISummit @toddmwilms Thank you @NetBase

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Platforms

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The Big Three . . .

Facebook

LinkedIn

Twitter

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. . . And Google +

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Are you spending time getting your brand on Second Life?

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notes

How about Friendster?

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Flavor of the Moment

• Pinterest

• Second Life

• Quora

• G+

• MySpace

• Twitter

• LinkedIn

• Foursquare

• Friendster

• Fab

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Avoid The “Flavor of the Moment”

Think Goals

Think Audience

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People

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People

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“The problem is focusing on

scoring. Just like it would be

inappropriate to base all of

your decisions on someone

based on their credit score,

a measure of social influence

is just one aspect, but it is

certainly not a measure of

everything.”

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Influence In Your Own Way

• Be Your Own Measure

• Aspire, But Don’t Compare

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Power

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No jokes – Just real life

The Un-apology If a tweet falls in the woods …

This move is “out of fashion”

One of the world’s largest oil companies (this time not BP), didn’t see the need for a Twitter account – so Greenpeace created one for them. For 6 weeks they broadcast to the world how this company was destroying the planet from the “companies own” twitter handle.

“There's no one who wants this over more than I do. I would like my life back” – BP’s Tony Hayward

During violent protests in Egypt early in the year, fashion designer Kenneth Cole personally tweeted . . . "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is available online."

Friends don’t let friends drink and tweet . . .

“I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f**king drive,” the official Chrysler Twitter account tweeted in March. Oops! An employee of the company's social-media agency had got confused about which account he was logged into and while drinking one Friday night …

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Awareness Threshold

Anti- “Love Story” “Social Means Having To Say You Are Sorry”

Movement

Protest

Rally

Angst

Irritation

Letter / Op- Ed

Communal Annoyance

Vote with Wallet

Pre-Social: Raised to level of awareness by leaders

Pre-Social: May be invisible to leaders

Post-Social: Easily visible to leaders

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FedEx – Which is more fun to watch?

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FedEx Stock Price: Nov 2011 – Mar 2012

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Dec 19th: Video hits YouTube

Dec 21: Formal YouTube Apology

Coverage slows to a crawl

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Rules for Crisis Social Communications

Tone

1. Be Humbled

2. Be Real

3. Be Honest

4. Be Direct/Smart

Direction

5. Take Action

6. Learn from Mistakes

7. Steps to Ensure . . .

8. Where to go for . . .

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Air Force Web Posting Response Assessment

LET POST

STAND

No response

Discover Blog or Twitter Post

Has someone discovered a blog post

about SAP? Is it a positive post?

Evaluate “TROLLS”

Is this site dedicated to bashing & degrading others?

“RAGER”

Is this post a rant, rage, joke, ridicule or satirical?

“MISGUIDED”

Are there erroneous facts in the post?

“UNHAPPY CUSTOMER”

Is the post a result of a negative experience from stakeholder(s)

CONCUR

A factual well cited

response, which

may agree or

disagree w/post, yet

is not negative

SHARE SUCCESS

Proactively share your

story & mission w/blog

N MONITOR ONLY

Avoid responding / monitor for relevant info

FIX THE FACTS

Respond w/factual info directly

(see blog response considerations below)

RESTORATION

Rectify the situation, respond and act upon

a reasonable solution.

See blog response considerations below.

FINAL EVALUATION

Base response on present

circumstances, influence and

prominence. Will you respond?

TRANSPARENCY

Disclose your SAP

Affiliation

SOURCING

Cite your sources

by including links,

video, images,

other references

TIMELINESS

Take time to create a good response – 24 hours maximum

INFLUENCE

Focus on the most

influential blogs

related to SAP

TONE

Respond in a tone

that reflects highly

on SAP

Respond

Considerations

LET POST

STAND

No response

N

N

N

N

N

N

Y

Y

Y

Y

Y

Y

Y Y

Y

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1. Listen

2. Understand Social Influence

3. Build Communities

4. Humanize Your Brand

Proactive

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Listen

“Take the megaphone away from your mouth; put it to your ear” -SAP CMO Jonathan Becher

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Understand Social Influence

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Build Communities

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Humanize Your Brand

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Our customers

produce more than

72% of the world’s

beer.

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Our customers

produce more than

86% of the world’s

athletic footwear.

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1. Don’t Compare Today with Yesterday

2. Platforms Less Collaborative

3. Power: Understand Influencers

4. People: Consumers Flexing New Muscles

4 Key Takeaways

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Address the 3 P’s in your organization

Resources to help:

• OMI

• Digital Media Summit Sessions / Speakers

• Practical Advice: Social Media

Examiner/Mashable

• Pay-It-Forward / “Social” Media

Next Steps:

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www.onlinemarketinginstitute.org

Todd Wilms:

@toddmwilms

www.linkedin.com/in/toddwilms

Thank You

#OMISummit @toddmwilms