How Not to Suck at Social Media

how not to SUCK at

SOCIAL MEDIA

by Jon DiPietro

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• Theme: The New Rules of Customer Engagement:

Navigating the Winds of Change

• August 15-17, 2012, The Driskill Hotel, Austin, TX• Pre-conference workshops: $195

• Jon DiPietro: Advanced Inbound Marketing

• Matt Hurley, Solutions Insights, Creating a Sales Playbook

• Two day conference registration: $555 member/$695 non-member

• Keynote Speaker: Jane Larson, Vice President of Marketing, Emerson

Process Management

• Who attends: Marketing, Biz Dev, Sales, Product Managers, Business Owners

• Why Attend?

– Learn new strategies and tactics to use back at the office

– Collaborate and network with peers in the industry

7th Annual ISA Marketing & Sales Summithttp://marketingsalessummit.com

what’s the PROBLEM?

Problem #1: Engineers (and scientists and accountants and so on)

Engineers are

left-brained.

Information processing =

verbal and sequential

Social media is

right-brained.

Information processing =

visual and nonsequential

Sirocco the Kakapo from Department of Conservation on Flickr

Problem #2: The Kakapo Parrot


For thousands of years, the biggest problem it faced in the

isolation of New Zealand was over-population.

It evolved a defense mechanism; comically elaborate mating

rituals.


When predators were introduced by humans in the 1840’s, it did

what had always saved it in the past...

…it reproduced less and less frequently.


Businesses do the same thing when their environment changes…

…they do the same things that always worked in the past.

(which makes them suck at social media)

what does SUCCESS look like?

#like 2 by misspixels on Flickr

Hint:

Not huge numbers of

followers and fans.

how does one avoid SUCKING?

Analytical Creative

Less analytical

Analytical Creative

More creative

Companies must escape from the Matrix.

Don’t copy old media tactics and paste into social media.

ten ways to avoid SUCKING

at social media…

1. “Tactics without strategy

is the noise before defeat”

Art of War by nbarreto on Flickr

Social media strategy must align with search

engine optimization and content strategies.

The goal is more customers,

not <insert buzzword here>.Art of War by nbarreto on Flickr

2. Don’t be a bragger

Nobody cares about your products.

They only care about their own problems.

Stop talking about yourself and

start helping them fix their problems.

3. Don’t be diabolical

Dr Strangelove from tsmall on Flickr

Trust is the coin of the realm in social media.

You must build up a Community Chest of trust

before you can make withdrawalsDr Strangelove from tsmall on Flickr

4. Don’t be a control freak

You can only participate in the conversation.

You cannot control it.

But don’t leave a vacuum.

5. Don’t herd cats

Dead End by monstersweare on Flickr

Awesome social media is useless

unless it delivers new customers.

Sending visitors to websites without landing

pages is sending them to a dead end.

Dead End by monstersweare on Flickr

6. “Strategy without tactics

is the slowest route to victory”

Art of War by nbarreto on Flickr

Ideas are easy, execution is hard.

Implement good tactics, like BARE:

Be authentic, relentless and everywhere.Art of War by nbarreto on Flickr

7. Don’t be boring

Bored… by Saxsbiker on Flickr

Create remarkable content.

If you don’t have a story to tell, write one.Bored… by Saxsbiker on Flickr

8. Don’t be robotic

Automated tools can lead to awkward situations.

Like these happy-go-lucky hosts laughing and

joking at the horror of the Battle of the Bulge.

9. Don’t be long-winded

Don’t bury the lede.

Be concise and economical.

“I didn’t have time to write you a short letter,

so I wrote you a long one.” – Mark Twain

10.Don’t be repulsive

Learn the basic principals and

best practices of visual design.

ten ways to avoid SUCKING

at social media…

1.Tactics without strategy is the noise before defeat

2.Don’t be a bragger

3.Don’t be diabolical

4.Don’t be a control freak

5.Don’t herd cats

6.Strategy without tactics is the slowest road to victory

7.Don’t be boring

8.Don’t be robotic

9.Don’t be long-winded

10.Don’t be repulsive

Jon DiPietro

Email:

[email protected]

Twitter:

@JonDiPietro

Marketing & Sales Summit:

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