Social Media is a waste of money?

SOCIAL MEDIA IS A WASTE OF MONEY

BRIAN CROSS

MANAGING PARTNER & DIRECTOR OF ROCKET SCIENCEELASTICITYPRESIDENT AND CEOFUND ST. LOUIS

SOCIAL MEDIA IS A WASTE OF MONEY

BRIAN CROSS

MANAGING PARTNER & DIRECTOR OF ROCKET SCIENCEELASTICITYPRESIDENT AND CEOFUND ST. LOUIS

But it doesn’t have to

be

THERE IS NO MORESOCIAL MEDIA

SOCIAL MEDIA =

AGENDA:1. THE “THANK YOU” ECONOMY (OR MANNERS MARKETING)

2. OPERATIONAL CONSIDERATIONS FOR NONPROFITS

3. DON’T WASTE YOUR MONEY ON SOCIAL MEDIA - OPTIMIZING TO REACH THE OTHER 90%

POSITION YOURSELFWITHIN YOUR ISSUE

THE AVERAGEPERSON IS

EXPOSED TOOVER 3,000MARKETINGMESSAGES

PER DAY

“ Only 14%of people trustadvertisements.

“ 78%of people trust the recommendationsof peers.

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THE NEW MATH•  Old: Message 5,000,000 to possibly reach 500!

•  New: Personally reach 500 who influence 5,000 who influence 20,000 who influence 200,000!

130FRIENDS

300FOLLOW

EVERYONEREACHES

7,740 PEOPLE

SOCIAL MEDIAIS THE

RE-INVENTIONOF THE

SMALL TOWN

3 RULES OF WORD OF MOUTH

1. BE INTERESTING

2. MAKE IT EASY

3. MAKE PEOPLE HAPPY

WOM CHECKLIST: 4 ELEMENTS

1.TALKERS

2.MESSAGE

3.TOOLS

4.MEASUREMENT

PEOPLE TALK ABOUT YOU WHENIT BENEFITS THEM

THEY’LL TALK ABOUT YOU IFIt makes them look smartIt enables them to help othersIt allows them to feel importantIt enables connection to a group

• Creative: it’s a 24-hour content cycle. You’d better have something to break through the noise of the conversation.

• Brand Building: Content and conversation defines a brand more than a new logo or a press release

• Engaging: Inspire feedback. This is not a copywriting assignment.

• Relevance is Redefined: To create conversation, simple, random and banal may be a brand’s best bets.

CONTENT MARKETING

HUMANIZE YOUR ORGANIZATION

CREATE A PERSONA...NOT A PROPOSITION

FOCUS ON HOW TO ‘BE’ SOCIALNOT ON HOW TO ‘DO’ SOCIAL.

HUMANINTEREST

BEINGHUMAN

ACTIVATE YOUR NETWORK.KNOW WHEN TO “DO THE ASK.”

STAFFING YOUR EFFORTS

MEA

SURE

MEN

T

BEFORE DECLARING ROI - DEFINE THE “R”

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DOThink about engagement - NOT sizeActivate your fans

Be Committed Keep things professional

Have a strategyResist the temptation to sell

Stick to what you know

DON’T

Be infrequent in your engagementGo by “gut” feel

Make use it as a broadcast channelBe cool

Be the smartest person in the roomForget the permanence of search

OPTIMIZE YOUR EFFORTS90% OF SOCIAL MEDIA IS NEVER SEEN

TRIANGULATE FOR KINETIC POTENTIAL

SEARCH

SOCIAL

PR

PROVIDE VALUE(BEHIND EVERY B2B IS A “C”)

BEFORE YOU GO

• Allow your audience to help you shape your brand• Build a sense of community • Traditional and Social media can play

ping-pong• Content is the new branding• “Pull” don’t “Push”• If you’re small, play like you’re big.• If you’re big, play like you’re small.

BRIANCROSS brian@goelastic.com

314.292.9680www.elasticthought.comwww.facebook.com/briancrosswww.twitter.com/vanceopel

PRESIDENT AND CEOFUND ST. LOUIS

MANAGING PARTNER &DIRECTOR OF ROCKET SCIENCEELASTICITY

brian@fundstlouis.org800.385.6419www.fundstlouis.orgwww.facebook.com/fundstlwww.twitter.com/fundstl