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May 9, 2011
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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 [email protected]
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
