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Conversation: Can We Do That?Bryan Simkins: FedEx Advertising

August 27th 2009

Social Media Conversation:

-How did this happen? -What Should I Be Thinking About

(How To Start Or Get Better)

Conversation: Can We Do That?

My Objective Today?

“It’s not that I’m any smarter than anyone else…I’ve just spent more time with the problem.”

What Is Social Media – Let’s Get On The Same Page

What Is Social Media – Let’s Get On The Same Page

By Golly,

I’ve done it!

What Is Social Media – Let’s Get On The Same Page

What Is Social Media – Let’s Get On The Same Page

What Is Social Media – Let’s Get On The Same Page

What Is Social Media – Ok, Now What?

•Audio

•Video

•Gadgets/Widgets

•Mobile

•Read-Write

•Two-Way

•Many-to-Many

•Copy/Print

•Animation

•Photo

Content

Connections

Community and Conversation

•RSS/ATOM

•Blogs

Define a Common Way Organize Social Media?

(and Commerce)

What’s the difference between this conversation and others?

Global Broadcast Medium

(undefined rules)

Lives Indefinitely

Easily Findable

What Do I Have to Gain?

What Do I Have to Lose?

What Should I Be Thinking About Upfront?

http://www.imediaconnection.com//content//23165.asp

•Marketing

•Advertising

•Public Affairs

•Customer Service

•Sales

•Human Resources

What Should I Be Thinking About Upfront?

Marketing

Corporate Communications

Customer Service

Sales

Person

Employee

1. Departments vs. Employees:

What Should I Be Thinking About Upfront?

Marketing: Proactive

-Product

-Price

-Place

-Promotion

-Research

-Lead Gen

Public Affairs:

-Investor Relations

-Media Relations

-CSR

-Labor Relations

-Regulatory Affairs

Sales:

-Customer Management

-Contact Strategies

-Cross-Sell / Up-Sell

-Prospecting and Lead Gen

Customer Service: Problem Solvers

-Customer issues

-Existing Product Service

-Complaint Management

-Cross-Sell /Up-Sell

Blogs

Search

Widgets

RSS Feed

Social Bookmarking

Social Networking

Wiki’s

1. Departments vs. Employees:

What Should I Be Thinking About Upfront?

1. Departments vs. Employees:

What Should I Be Thinking About Upfront?

1. Departments vs. Employees:

What Should I Be Thinking About Upfront?

Marketing

Corporate Communications

Customer Service

Sales

Person

Employee

1. Departments vs. Employees:

What Should I Be Thinking About Upfront?

1. Departments vs. Employees:

http://123socialmedia.com/2009/01/23/social-media-policy-examples/

What Should I Be Thinking About Upfront?

2. Negative Comments:

What Should I Be Thinking About Upfront?

2. Negative Comments:

What Should I Be Thinking About Upfront?

2. Negative Comments:

What Should I Talk About?

3. What Do We Talk About?:

What Should I Be Thinking About Upfront?

4. What Are The Risks:

Perception Management

Department of Defense: Perception Management

AKA:- Information Warfare

- Public Diplomacy

Definition:-Actions to “convey information and indicators to audiences to influence their emotions, motives, and objective reasoning as well as to intelligence systems and leaders at all levels to influence official estimates, ultimately resulting in behaviors and official actions favorable to the originator’s objectives.” In various ways, perception management combines truth projection, social and psychological operations.[

DOES NOT INCLUDE:- Lie, cheat, deceive, manipulate, fake

What Should I Be Thinking About Upfront?

The community rules in Social Media rules not “your rules.”

4. What Are The Risks:

What Should I Be Thinking About Upfront?

Since they aren’t your rules…they can change.

4. What Are The Risks:

What Should I Be Thinking About Upfront?

Who’s censoring on your page…

4. What Are The Risks:

What Should I Be Thinking About Upfront?

Censorship vs. libel, slander and defamation…

4. What Are The Risks:

Rock Hard Place

You

What Should I Be Thinking About Upfront?

We Sold-Out...

4. What Are The Risks:

What Should I Be Thinking About Upfront?

UID / PW

4. What Are The Risks:

What Should I Be Thinking About Upfront?

Just because you can…doesn’t mean you should!

4. What Are The Risks:

What Should I Be Thinking About Upfront?

4. What Are The Risks:

What Should I Be Thinking About Upfront?

5. How Should I Measure It:

Quantitative: volume

Quantitative: volume

Qualitative: sentiment

What Should I Be Thinking About Upfront?

5. How Should I Measure It:

What Should I Be Thinking About Upfront?

5. How Should I Measure It:

What Should I Be Thinking About Upfront?

5. How Should I Measure It:

What Should I Be Thinking About Upfront?

5. How Should I Measure It:

Bryan Simkins: FedEx Advertising

bryan.simkins@fedex.com

Conversation: Can We Do That?