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.”

{wikipedia.org}

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

Source: SNCR, Jaffe Conversational Marketing Survey, 2007

Over 25%

16%

Zero

3%

0-5%

24%5-10%

32%

10-25%

25%

Social Media Marketing Spend (budget) in 5 years' time (2012)

10%+

41%

we’re not really talking about “social media”

communication conversation

the sad truth about communication

2007:

77% of u.s. consumers can’t recall

source: comscore/schneider/stagnito communications / iri most memorable new product launch survey

the name of a single new product

what’s a marketer to do?

shout louder?

fight clutter with clutter?

photo: Steve Coulson (www.stevecoulson.com)

the web is the least effectivemedium ever for traditional marketing

“conversational marketing engages

marketing weary consumers through the

power of community, dialogue and

partnership .”

{joseph jaffe, join the conversation}

Source: BrandChannel Top Brands 2006

brands are built by conversation

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

2008: A Year of Experimentationlittle things go a long way

connect the dots

Case Studystarting 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 dan@sprint.com?

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 Studyturning 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.

1.0

Website

2.0

Conversation Hub

3.0

Community

conversation as a pathway to 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

57

Response + Responsivenessa sleeping giant awakens

#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

http://mystarbucksidea.force.com/home/home.jsp

70

conversations move beyond digital

don’t underestimate the power of the physical

online social networks vs. mobile social software

digital conversations in the physical world

tweet-ups: twitter meet-ups

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

find meet do+ +

eat

will you join the conversation?

i’ll leave it in your hands

company: www.crayonville.com

blog: www.gregverdino.com

twitter: @gregverdino

email: greg@crayonville.com

let’s continue this conversation

photo: Brian Solis (www.briansolis.com)