View
222
Download
0
Category
Preview:
Citation preview
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 1/49
HelloAre you ready for the conversati
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 2/49
EngageBlog.com@BigGreenBox
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 3/49
?
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 4/49
SOCIAL ISN’T A TECHNOLO
Rest of Industry GD Enterprise
sue anyone who uses the brand let anyone use bra
set ‘industry minimum’ pricing give away product to sell m
tightly script and manage interactions build direct relationships wit
losing millions trying to create next ‘hit’ made millions without a bests
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 5/49
SOCIALEMBRAC
YOUCUSTOM
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 6/49
@BigGreenBo
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 7/49
HOW TO JOIN THEPARTY
and not be ‘that guy’
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 8/49
“SOCIAL IS WALKINGINTO A PUB”
-Tom Peters
“AN INTIMATEDINNER PARTY”
- John Gerzema - author of Spend Shift
“SOCIAL IS ACOCKTAIL PARTY”
-The Engaged Brand
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 9/49
1. Become genuinely interesother people
2. SMILE
3. Remember that a person’s nto his or her ears the sweetestimportant sound in any languag
4. Be a good listener. Encoura
to talk about themselves.
5. Talk in the terms of the other
interest.
6. Make the other person fee
and do it sincerely.
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 10/49
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 11/49
30 SECONDS OF
MY LIFE WHICHI WILL NEVER GET
BACK.
Focus on adding value. Every interaction is an opportunity for
people to stop listening.
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 12/49
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 13/49
THINK LIKE APUBLISHER
Focus on adding value. Every interaction is an opportunity for
people to stop listening.
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 14/49
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 15/49
Sorry/X-Mas Tree incident44
Providing V2
Answering2
Thanking People11
Dealing with Opening/Closing2
*-Value about thei
59 Tweets24 Hours
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 16/49
5 Tweets24 Hours
Value - 2Voice / Conversation - 3
Answering Q’s - 2
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 17/49
Dell’s Ideastormsite solicits ideasfrom consumers
for current andfuture products.
Ideas are voted
upon by other consumers withfeedback by Dell.
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 18/49
WHO IS CLTHE CUST
THANCUSTOMER
>14,900 ideas>734,350 Idea
>90,000 coOver 425 imp
including 9 laptoby comm
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 19/49
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 20/49
“[S]OCIAL COMPANIESIN SOCIAL MEDIA ACT
MORE LIKE DALECARNEGIE AND LESSLIKE [ADVERTISING
GURU] DAVID OGILVY.
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 21/49
@LMikles
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 22/49
DELIVERING VALUE
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 23/49
¿Value?
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 24/49
Value is
User-Defined
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 25/49
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 26/49
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 27/49
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 28/49
Oh my God! I just had the best meal!@thepitbbq. Raleigh is doing the ribs
like crazy! Get the banana pudding!Damn!
@BillBellamy
@BillBellamy good to see you again. I think
you are becoming a new regular!
We have Bill Bellamy in house right now.Go see him tonight at GoodNights.
http://www.billbellamy.com/home.asp
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 29/49
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 30/49
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 31/49
Trans
Valu
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 32/49
BRAND
CONSUMER
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 33/49
BRAND
CONSUMER CONSUMER
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 34/49
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 35/49
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 36/49
Value! !
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 37/49
Stop Drop and Roll
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 38/49
http://tinyurl.com/socialfire
Stop, Drop and Roll
Stop Drop and Roll
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 39/49
Stop, Drop and Roll
• Don’t wait until there is a fire to map out an exit plan
• Practice escaping from every room in the house
• Never open doors that are hot to the touch
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 40/49
@BigGreenBo
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 41/49
Can you assem
perso
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 42/49
photo credit-Brian Folchetti
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 43/49
The Digital A-Team
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 44/49
CUSTOME
R
COMPLAI
NT
The Digital A Team
• The Digital Genius
• The Content Creators
• The Listener
• The Law
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 45/49
DON’T Ylet your team fin
that fits the me
your bra
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 46/49
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 47/49
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 48/49
Report on pro
(it keeps everyone
8/8/2019 Mikles-Callahan AMA Baltimore Presentation
http://slidepdf.com/reader/full/mikles-callahan-ama-baltimore-presentation 49/49
EngageBlo
@LMik
@BigGree
Recommended