Social Graces (January 2009)

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Information about Social Graces (January 2009)
Business & Mgmt

Published on January 20, 2009

Author: gregverdino



An updated version of my "Social Graces" social media marketing presentation created for a January 22, 2009 webinar.

Social Graces making the right impression in social spaces

hi, my name is greg

i work for crayon a strategic consultancy that helps its clients achieve positive change and impact by joining the conversation.

things you probably already know

“social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other. Social media can take many different forms, including text, images, audio, and video. Popular social mediums include blogs, message boards, podcasts, wikis, and vlogs.” {}

social media to weather recession “Conventional wisdom says that experimental media get cut in tough economic times. But social applications like communities, social networking sites, and word-of-mouth marketing are proving themselves, and they depend on an abundant resource — your customers — rather than a scarce one — advertising dollars. In a recession, social applications with measurable results will pay off.” - Josh Bernoff, Forrester Research – February 6, 2008

shift happens Social Media Marketing Spend (budget) in 5 years' time (2012) 10-25% Over 25% 25% 16% Zero 3% 10%+ 41% 0-5% 5-10% 24% 32% Source: SNCR, Jaffe Conversational Marketing Survey, 2007

we’re not really talking about “social media”

communication conversation

the sad truth about communication

2007: 77% of u.s. consumers can’t recall the name of a single new product what’s a marketer to do? source: comscore/schneider/stagnito communications / iri most memorable new product launch survey

shout louder?

fight clutter with clutter?

photo: Steve Coulson (

the web is the least effective medium ever for traditional marketing

conversational marketing engages “ marketing weary consumers through the power of community, dialogue and partnership .” {joseph jaffe, join the conversation}

brands are built by conversation Source: BrandChannel Top Brands 2006

the new rules for conversation

five new ways of thinking

harness the power of small ideas planting seeds for your brand’s future

there are no magic beans

littleAthingsExperimentation 2008: Year of go a long way

connect the dots

Case Study starting a conversation with an integrated social media strategy

challenges: • How do you introduce “yet another new piece of software” into an already crowded market of incumbents? • How do you seed a new idea to a skeptical and marketing- weary universe of “influencers”? the crayon solution: • Directly engage early adopters with a combination of incentives for immediate trial and active social media engagement to stimulate interest, usage and conversation • Instead of “telling” people about ooVoo (“end”), let them use it to create an experience (“means to an end”) • “Demonstrate”, “empower” and “involve” audience with ooVoo as a conversation catalyst or conduit

measuring the impact

every touch is a conversation starter try not to screw it up

square peg meet round hole

square peg meet round hole 0.2 marketing for a 2.0 world

a billboard can start a conversation {even when you don’t want it to}

sex marks the spot

Good Morning Amy, Thank you for contacting Target; unfortunately we are unable to respond to your inquiry because Target does not participate with non-traditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest. Once again thank you for your interest, and have a nice day.

this story has a happy ending {well, i guess you could say it does}

a tv spot can start a conversation {unless you let it kill conversation instead}

have you met

missed opportunity calling on line 1 Dear Valued Customer, Thank you for contacting Sprint. Thank you for sharing your feedback on the new commercial featuring Dan Hesse. We will pass your feedback on to the appropriate group. We really do appreciate you taking the time to voice your opinion. Thank you again for contacting Sprint. We appreciate your business. Sincerely, Teri W. Sprint

amplify, extend & enhance

Case Study turning a traditional marketing program into a conversation

“traditional digital” as a starting point • Panasonic created a promotional program where they invited 30 families to “live in high definition” through (un)wiring them with a bundle of premium, high definition products (tv, blu-ray, still camera, digital camcorder, etc.) • Panasonic engaged crayon to help evolve this program from a campaign to a commitment and in doing so, create a fully-functioning and self- sustaining community of like-minded consumers.

conversation as a pathway to community 1.0 Website 2.0 Conversation Hub 3.0 Community

recognize the power of course correction turn haters into lovers by showing you care

maybe you’ve heard this one before +

social media megaphone in action

there is power in the buzzing crowd


awakens a sleeping giant Response + Responsiveness

#5 in organic search results

real people in real time can make a real difference

Response + Responsiveness

your ends should match your socks conversations should actually make sense


conversations move beyond digital don’t underestimate the power of the physical

digital conversations in the physical world online social networks vs. mobile social software

tweet-ups: twitter meet-ups photo credit: brian solis, taken at marketingprofs tweet-up @ the barking crab in boston, usa

eat find + meet + do

i’ll leave it in your hands will you join the conversation?

let’s continue this conversation company: blog: twitter: @gregverdino email: photo: Brian Solis (

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