Prepared for the 2010 Social Media Summit at Cisco by Kenny Lauer of GPJ, this idea-crammed presentation weaves in and out of tips to be used immediately, strategies to implement and eye-opening social media nuggets for future thinking. It covers such things as: ways to use social media now, tips and tricks to “step up” your social media efforts, new dimensions on how to think about social media, and discussion about the future of social media.

1. 30 Ideas in
30 Minutes
with Kenny Lauer
Vice President, Digital Experience
George P. Johnson
Twitter: @kennyL

2. Live from New York, it’s…
1
Listen
Act
Win

3. Live from New York, it’s…
1
Listen
Act
Win
8.68 on USA TODAY’s Ad meter poll 12 million Viewers SNL

4. 1
Listen
Act
Win
“…the voice of one person is no longer “statistically
insignificant” and that collectively we can improve the world
one experience at a time.” –Dave Carroll
http://bit.ly/smslauer1

5. It’s Important to Be Seen
2
“Sawa Bona”
[I see you]
“Sik Bona”
[I am here]
Written by Flavio Gikovate –psychoanlyst. Chris M

6. It’s Important to Be Seen
2
“Sawa Bona”
[I see you]
“Sometimes you want to go
Where everybody knows your name,
And they're always glad you came”
http://media.80stees.com/images/products/Cheers_Norm-T.jpg

7. 3
Best
Asset of
What is your company’s every
MOST valuable asset? company
7

8. 3
Best
Asset of
every
company
Customers
8

9. Your customers determine… 3
Best
Asset of
every
company
. . . your brand
. . . your revenue
. . . your future
9

10. Corporate Control is a Myth
4
Your Brand is not defined by you

11. Corporate Control is a Myth
4
“…They [ your customers ] are redefining for
themselves that brand you spent millions of dollars, or
hundreds of millions of dollars, creating.”
-- Groundswell: Winning in a World Transformed by Social Technologies,
J. Bernoff and C. Li

12. funnel
Corporate Control is a Myth
4
Corporate Control is a Myth
“No, I'm simply saying that life, uh…finds a way”

13. Our old friend “The Funnel”
5
The Good
OL’ Days
http://birdahonk.com/domains/birdahonk/files/Rethinking%20The
%20Funnel.gif

14. The New Funnel
5
The Good
OL’ Days

15. The New Funnel
Virtual Event
5
FourSquare Forums
SMS
Podcast Friends
The Good
Iphone App
Viral Mkt OL’ Days
Competitor Site
Google
Virtual Event Blog
Widget Video
You Tube Yelp
Facebook
Tweetstream Flickr Picts
Know our customers

16. Don’t ask a social media expert if you should blog
or tweet, watch and ask your customers first
6
Don’t Ask
Me

17. Know your customers
7
Know
your
customers
http://bit.ly/smslauer7

18. Know your customers
7
Jeremiah Owyang, Altimeter Group

19. IT IS…
- NOT about the Technology
8
Twitter
+ a means to an end is NOT
a social
media
plan

20. IT IS…
- NOT about the Technology
8
Twitter
+ a means to an end is NOT
a social
media
IT IS… plan
- NOT where you do social media
+ how your going to be social
Goal: TO DO MORE BUSINESS

21. You Better Be Listening
If a
9
conversation happens
and you aren’t there to
hear it,
did it
happen?
 START LISTENING 

22. Everywhere all the time
10

23. Everywhere all the time
10
http://bit.ly/smslauer10

24. It’s all about engagement
11

25. Balance: Talking and Talked About
Paid
12
It’s a
Balancing
Act

26. Where’s Waldo?
13
http://bit.ly/smslauer13

27. Where’s Waldo?
13

28. Global Trends
14
http://bit.ly/smslauer14

29. Global Trends
14
http://bit.ly/smslauer14a

30. 15
1 part
chemistry
1 part
marketing
http://bit.ly/smslauer15
http://www.omginfographics.com/2010/05/social-media-periodic-table-and-periodic-table-of-social-media-marketing-elements/

31. 16
Quality
NOT
Quantity
Can I enemy you?

32. Can I enemy you? 16
Quality
NOT
Quantity
• How you interact online
• Strength of relationships
• Your Reputation

33. 17
Goodbye websites
hello social places
hello social places

34. Goodbye Websites
17
Framework: 8. Seamless
integration
Evolution of the Social Corporate 7. Social log-in
Website triggers sharing
6. Users stay on site with
social log-in
5. Aggregate discussion on site
4. Brand integrated in social channels
3. Link away but encourage sharing
2. Link away with no strategy
1. No social integration
http://bit.ly/smslauer17a

35. 18
PRE-EVENT DURING EVENT POST-EVENT
Integrate
Social
1. Sent out Social Media 1. Conversations 1. Share everything
Press release 1. Twitter 2. Post video of what was Media
2. Create or leverage a social 2. TXT messaging missed into your
network 3. Social Networking 3. Continue to social
3. Setup mobile alerts & 2. Event Capture network events.
reminders 1. Blogs 4. Follow the
4. Define social media tags 2. Live Streaming conversation and take
for flickr, twitter etc.. 3. Post-seminar note
(#Cisco08) speaker interviews 5. Add crowdsourcing to
5. Make Event widget 4. Online add or replace post-
available to all Communities event surveys
6. Make available pre-event 5. Text to screen 6. Aggregate and
videos/podcasts/pictures vote/survey promote content
to enroll and engage. 3. Event Mgmt 7. Extend to communities
7. Promote through RSS, 1. SMS alerts / and social networks
Blogs, social bookmarking reminders 8. Use content to
and other social media 2. Mobile WAP promote next event
8. Encourage Pre-event
posting and sharing of
content

36. Think Resources Not Constraints
Get outside the four-walls of the event
19

37. Think Resources Not Constraints
Get outside the four-walls of the event
19

38. Extend Your Physical Events
20
Physical Events should have a virtual component
1. Extend content reach
2. Extend spend
3. Extend duration

39. 20
Virtual events don’t
cannibalize
physical events.
They extend it. Get over it.

40. 2 Strategies Events Must Have: 21
Event
• Hashtag Strategy Must
Haves
• Social Media Monitoring Strategy

41. 22
games drive behavior
right behavior drives
business goals
http://bit.ly/smslauer22
Putting the fun in functional

42. Games address human needs
23
http://bit.ly/smslauer23

43. Games address human needs
23
Rajat Paharia
Bunchball

44.  Maximize retweetability [115]!
 Reply: often [75%]! 24
 DM if it’s a halfalogue! Twitter
Tips
 Autofollow: Don’t!
-or-
 Enough about you, what about me!! “Oh No
You’re Not!
 No company in your profile name !
 It’s not SMS [ 4u LOL ]!
 Use Bit.ly (forget about the rest)!
Twi(er
tutorial:
h(p://bit.ly/smslauer24

45. Don’t Twitter drunk
25
Sticks and stones
will break my bones
but tweets will never hurt me
(or posts, or clips, or
comments)

46. Don’t Twitter Drunk
25
“You can’t take something
off of the Internet.
That’s like trying to take
pee out of a swimming
pool.”
— Joe Ragan, Newsradio
As quoted in “Groundswell” by Charlene Li and Josh Bernoff

47. Don’t Twitter Drunk
25
“What happens in Vegas
Stays in twitter.”
— Annonymous

48. Don’t Twitter Drunk
25
Deleted messages can
be discoverable in a
court of law.
“ouch”

49. 26
QR
Code
Support
Social
Media
Buzzzzz-­‐tag.com

50. 27
Social
Augment
Reality

51.
Social Augment Reality
27
1

52. Location services: Don’t leave home without it
28
Remember when this was
Four Square?

53. Location services: Don’t leave home without it
28
http://bit.ly/smslauer28
http://bit.ly/smslauer28a

54. 29
Make
Good
“Make Me a Viral Campaign” Content
Adjective, not a noun
—ze frank
Copy
of
Seth’s
book
ideavirus:
h(p://bit.ly/smslauer29

55. It’s all one experience.
30

56. 30
Time to
Get Wet.
Into the
Streams
we go
http://bit.ly/smslauer30
Photo credit: Stream by aspheric.lens

57. Concepts you should know
flash Mob *
river of news
social graph
tag cloud
cloud
crowdsourcing
virtual Goods
mashup

58. Be Real. Be Responsive. Be Generous. Be a Mensch.
Kenny Lauer
Vice President
Digital Experience *
George P Johnson
@kennyL
klauer@gpj.com
FOLLOW ME: http://bit.ly/smslauer