1. Mary Lou Roberts SOCIAL MEDIA MARKETING STRATEGY January 2010

2. Mary Lou Roberts WHAT DOES “SOCIAL MEDIA” MEAN TO YOU ? January 2010 2 http://www.briansolis.com/2008/08/int roducing-conversation-prism.html

3. Mary Lou Roberts MARKETER TALKS CONSUMER LISTENS (MAYBE) January 2010 3 WHERE WE’VE BEEN -THE MASS MEDIA MODEL Repurchase/Regular UseTrialPreferenceLikingComprehension/KnowledgeAwareness

4. Mary Lou Roberts January 2010 4 WHERE WE NEED TO BE GOING - MASS MEDIA MODEL NO LONGER WORKS Many Communications Channels (Young) Consumers Ignore Traditional Media Traditional Communications Increasingly Ineffective

5. Mary Lou Roberts WHERE WE NEED TO BE GOING - MASS MEDIA MODEL NO LONGER WORKS January 2010 5

6. Mary Lou Roberts SOCIAL MEDIA November 2007 6  Discussion Boards/ Forums/ Chat Rooms  Clubs/ Groups/ Communities  Review/ Rating Sites  Direct Feedback (Solicited)  Blogs  RSS  Social Networks  Personalized Search (Tags or Search-Engine Powered)  Wikis and Other Collaboration Tools  Podcasts  Virtual Worlds  “Mash Up” “Web 1.0” “Web 2.0”

7. Mary Lou Roberts A B2C BRAND MARKETER’S VIEW January 2009 7 http://adage.com/brightcove/single.php?title=1548122816

8. Mary Lou Roberts FORRESTER’S MEDIA CHARACTERIZATION January 2010 8 http://blogs.forrester.com/marketing/2009/12/defining-earned-owned-and-paid-media.html

9. Mary Lou Roberts KEY STRATEGY ELEMENTS January 2009 9

10. Mary Lou Roberts CISCO COLLABORATION STUDY January 2010 10 Corporations Using Social Networks Governance an Important Issue – IT Involvement Public and Private Cloud Tools http://www.youtube.com/watch?v=LMvclKTsF-U http://newsroom.cisco.com/dlls/2010/prod_011310.html

11. Mary Lou Roberts THE ‘CLOUD’ ?? January 2010 11

12. Mary Lou Roberts THE ‘CLOUD’ January 2010 12 Off Site Virtual On Demand Subscription Model Shared Simple Web Based Off Site Virtual On Demand Subscription Model Shared Simple Web Based http://www.informationweek.com/cloud-computing/blog/archives/2008/09/a_definition_of.html

13. Mary Lou Roberts THE PRO January 2010 13 http://www.marketingcharts.com/interactive/study-marketing-execs-must-realize-and-learn-to-use-power-of-social-media-3657/

14. Mary Lou Roberts and THE CON January 2010 14 However, marketers still admit they don’t know enough about it. This was evident in results from a November 2008 MENG social media study showing 67% of executive marketers consider themselves beginners when it comes to using social media for marketing purposes. http://www.marketingcharts.com/interactive/top-marketing-trends-for-2009-execs-sick-of-web-20-7448/

15. Mary Lou Roberts IMPLICATIONS FOR B2B MARKETERS January 2009 15 http://www.btobonline.com/apps/pbcs.dll/section?category=best2008-video

16. Mary Lou Roberts IMPLICATIONS FOR NON-PROFIT MARKETERS January 2010 16 http://www.charitywater.org/twestival /

17. Mary Lou Roberts EVEN GOVERNMENT MARKETERS! January 2009 17 http://www.nextgov.com/nextgov/ng_20090415_9417.php http://www.chinfo.navy.mil/visualnews/social-media.html

18. Mary Lou Roberts Many-to-Many Continuous Interaction Open/Transparent Consumer Chooses Content Marketer Must Provide Content – On Demand – With Permission November 2007 18 NEW APPROACH TO MARKETING

19. Mary Lou Roberts January 2010 19 Where do corporate execs fit in?

20. Mary Lou Roberts November 2007 20 INTERACTIVE VISION – THE GOAL BECOME PLACE WHERE LIKE- MINDED PEOPLE CONNECT ENCOURAGE CONTRIBUTION INCORPORATE INTERACTIVITY LISTEN ENGAGE

21. Mary Lou Roberts SOCIAL MEDIA STRATEGY – THE PROCESS January 2010 21 http://diy-marketing.blogspot.com/2009/02/conversation-tools.html

22. Mary Lou Roberts January 2010 22 http://www.slideshare.net/BuzzCorps/hp-and-buzz-corps-31- days-of-the-dragon-case-study?type=powerpoint

23. Mary Lou Roberts TECHNOLOGY = TOOL, NOT FOCUS January 2010 23 http://www.slideshare.net/jeremiah_owyang/social-media-trends-for-2010?src=embed

24. January 2010 24 FOCUS ON CUSTOMERS THEN YOUR BUSINESS STRATEGY

25. Mary Lou Roberts ALTIMETER CALLS IT ‘SOCIALGRAPHICS’ January 2010 25

26. Mary Lou Roberts Where are your customers online? What are your customers social behaviors online? What social information or people do your customers rely on? What is your customer’s social influence? Who trusts them? How do customers use social technologies in the context of your products? QUESTIONS MARKETER MUST ASK January 2010 26 http://www.web-strategist.com/blog/2010/01/22/slideshare-social-media-trends-for-2010/

27. Mary Lou Roberts MY TOP TEN SOCIAL MEDIA MYTHS January 2010 27 It’s Easy. It’s Free. It’s About Technology. Social Media Reaches Mass Audiences. Marketers Can Talk About Their Products. All Internet Users Will Participate. Management Will Understand the Potential. We’ll See Results Right Away. Tracking, Measuring is Easy. We’ll Put It Up and It Will Take Care of Itself.

28. Mary Lou Roberts THE ULTIMATE CHALLENGE! January 2009 28 Used with permission of Deshannee Johnice http://ddjohnice.com

29. January 2010 29 INTEGRATE MESSAGE(S) ACROSS ALL MEDIA CHANNELS TO ACHIEVE BUSINESS OBJECTIVES