M ARY L OU R OBERTS December 2011 LOOKING BACK, LOOKING FORWARD

M ARY L OU R OBERTS December 2011 DIFFICULT ISSUES – WHAT ELSE? Understand Social Media as Part of the Marketing Communications Mix Understand Social Media from a Strategic Perspective Come to Grips with How Much Work Is Involved Make the Organizational Case for Social Media

M ARY L OU R OBERTS December 2011 FAR DOWN ON THE HIERARCHY marketing.blogspot.com/2009/04/where -does-social-media-fit.html

M ARY L OU R OBERTS December 2011 STEPS CAN’T BE AVOIDED LISTENCOMMUNICATEENGAGECOLLABORATE

M ARY L OU R OBERTS December 2011 MY TOP 10+ SMM MYTHS 1.It’s Easy. 2.It’s Free. 3.It’s About Technology. 4.Social Media Reaches Mass Audiences. 5.Marketers Can Talk About Their Products. 6.All Internet Users Will Participate. 7.Management Will Understand the Potential. 8.We’ll See Results Right Away. 9.Tracking, Measuring is Easy. 10.We’ll Put It Up and It Will Take Care of Itself. 11.It Will Scale as We Are Successful. 12.Marketing Research Will Guide Us.

M ARY L OU R OBERTS December MASS AUDIENCES IS NOT THE POINT Social Media/Networks Allow Identification of – Groups \ – Segments – Niches / – Specialists \ – Influencers / For Specific, Personalized Targeting – Depending on Your Objectives/Target Audience Klout, Kred Facebook Ads an Accessible Example

M ARY L OU R OBERTS December ALL INTERNET USERS WILL PARTICIPATE m/jackie_rousseau_and erson/ latest_global_social_me dia_trends_may_surpris e_you

M ARY L OU R OBERTS December MANAGEMENT WILL UNDERSTAND POTENTIAL THE ULTIMATE ISSUE

M ARY L OU R OBERTS December 2011 NEED TOP MANAGEMENT CHAMPION Get Small Projects Approved – Have Strategic Impact – CAN BE TRACKED TO SUCCESS MEASURES Social Media Metrics Key Performance Indicators Demonstrate Return on Investment Have a Clear “Next Steps” Vision Understand Change Management Process/Strategy

M ARY L OU R OBERTS December WE’LL SEE RESULTS RIGHT AWAY m/social-media-marketing-industry- report-2011/ Remember that Overdrive requires a year engagement contract.

M ARY L OU R OBERTS December WE’LL PUT IT UP; IT WILL TAKE CARE OF ITSELF Must Have Community/Corporate Guidelines – Guidelines-and-FAQs Why needed? efficacy-of-the-corporate-guide/ Guidelines-and-FAQs efficacy-of-the-corporate-guide/ -- Unless You, like Matt Johnston, Sit In a Room with the Entire Marketing (and perhaps PR) Department Assign Responsibility and Monitor Consistently

M ARY L OU R OBERTS December MARKETING RESEARCH WILL GUIDE US Marketing Research Plays a MINIMAL ROLE. Listening, Responding Produces Insights (Data)? No MR Until You Have Questions: Can’t OBSERVE/Monitor BEHAVIOR Must ASK Behavioral Data Generally More Reliable Than Self-Report

M ARY L OU R OBERTS December 2011 QUESTIONS? MY TOP 10+ SMM MYTHS 1.It’s Easy. 2.It’s Free. 3.It’s About Technology. 4.Social Media Reaches Mass Audiences. 5.Marketers Can Talk About Their Products. 6.All Internet Users Will Participate. 7.Management Will Understand the Potential. 8.We’ll See Results Right Away. 9.Tracking, Measuring is Easy. 10.We’ll Put It Up and It Will Take Care of Itself. 11.It Will Scale as We Are Successful. 12.Marketing Research Will Guide Us.

M ARY L OU R OBERTS December 2011 WHAT DOES 2012 HOLD?

M ARY L OU R OBERTS December 2011 IN A WORD M O B I L E SO LO MO

M ARY L OU R OBERTS December 2011 MOBILE = CONVERGENT TECHNOLOGY 10-mobile-trends-feb-2011?from=ss_embed

M ARY L OU R OBERTS December 2011 SEARCH IS OTHER CONVERGENCE ELEMENT

M ARY L OU R OBERTS December 2011 Razorfish Outlook 2012 Other Useful Chapters MULTICHANNEL INTEGRATION IS KEY

M ARY L OU R OBERTS December 2011 FORECASTS Infographic + Video on Media (consumer & business trends) 011/11/14/digital-marketing-trends %28infographic%29.html

M ARY L OU R OBERTS December 2011 THE VIDEO

M ARY L OU R OBERTS December 2011 YOU WILL HELP WRITE THE NEXT CHAPTER!