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Steve Glynn keynote presentation at SOHO Milwaukee on November 4, 2009. The presentation addresses social media and how it was used to win the Revolutionary War!
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Steve Glynn : Spreenkler Creative
The Push And The Pull : Social Media Strategy Seminar
November 4, 2009
Today you will...
• Learn
• Share
• Act
• Laugh
Objectives
Who Am I?
Circa 1984.
Who Am I?
State-of-the-art electronics? No.
Excited about LEGOs.
Huge fan of Pac-Man.
Who Am I?
Mac.
Skype meeting.
Projector.
Ideas Powered By College Students
• Hire talented design, advertising, marketing and technology students.
• Take on real projects with real companies to equip students with real experience.
• Accelerate business creativity and innovation in design and social media.
• $120,000 WIRED grant recipient to train and retain college students.
What Do I Do?
What Do I Do?
Passion For What We Do
• Brand Rehydration
• Graphic/Web/Social Design
• Interactive/Web Development
• Social Media Research/Strategy/Execution
• Mobile Applications
• Event/Grassroots Marketing
Today You’re Learning From Some Of The Best And Brightest In Social Media.
And then, there’s me.
Today’s Discussion
social tools
social sites
social companies
Fusion41 Social Media Campaign Pits 2010 Ford Fusion Owners
Against Each Other!
Best Buy Goes All Crazy With @Twelpforce!
Social Media Becomes Decisive Advantage In The Revolutionary War!
I know, you’re a bit skeptical.
Major Challenges In Revolutionary War
• Disorganization (tends to happen with rebels)
• Timely, Consistent Communication (strategy, activity, planning)
• Simultaneous, Ongoing Events (meetings, battles)
• Human Resources (recruiting, training)
• Geography (where things are happening)
Aren’t these challenges common to every organization?
Organization of those who wish death on the British.
John Dewar
Boston Tea PartyRSVP Now
First Continental Congress; Declaration and ResolvesRSVP Now
18
5-26
DEC
SEP
Boston Harbor
Philadelphia
456 Yes
33 Yes
Great First Steps To Get Organized
People will gravitate to tools that help them become more efficient.
Great First Steps To Communicate
Twitter changes everything by allowing massive real-time, public communication.
• shots fired• #warsucks• George Washington• Redcoats• Minutemen• Paul Revere• #draft• Continental Congress• Lexington and Concord• #continentals
shots fired
Realtime results for shots fired
BostonPaul: Was told there were shots fired between minutemen and redcoats. Is this true? PLS RT!
SheppardPub: Got this pic of what’s happening at Lexington and Concord. Yep, shots fired and things are looking ugly. http://twitpic.com/4MEnc
GeorgeSmithson: OH: shots fired, minutemen down.
MinutemenPHI: We confirm there were shots fired. The war has begun. It is time for each of us to answer the call! WOOT! http://tinyurl.com/revwar
On The Verge Of Chaos?
Without leadership, strategy and direction, social media tools can create ambiguous, random communication. And anxiety!
Luckily, There’s George!
Leadership Needed To Set Strategy
INTERNAL: Local Militias
• Little training
• Preferred to stay near home
• Lightly armed, no uniforms
• High rate of turnover
Leadership Needed To Set Strategy
EXTERNAL: Communication
• Soldiers in the field
• Colonists in the field
• Overseas allies
Leadership Needed To Set Strategy
George provided experience and sought input from those who could recommend the right tools to use.
Leadership Needed To Set Strategy
What steps did he take?
1. Defined his audiences.
2. Defined his messages.
3. Researched social platforms (listened).
4. Determined which social platforms fit.
5. Resolved to experiment, learn, repeat.
INTERNAL: Local Militia
Leadership Needed To Set Strategy
Podcasts: distribute training knowledge
Wiki: store training knowledge
Yammer: efficient, actionable, private
Basecamp: organize teams and projects
Google apps: collaborate, distribute, repeat
LinkedIn: identify and recruit talent
INTERNAL: Local Militia
Leadership Needed To Set Strategy
SocialRuler, Shoutlet, Hootsuite
EXTERNAL: Engage Passionate Audience
Leadership Needed To Set Strategy
CROWD SOURCING FIELD / ALLIES
Keywords, #tags
Custom apps
GPS (photo location and formation of British troops)
Then Came Benedict Arnold!
Motivated by greed, fame, fortune. And rumors he was developing an app to rival Twitter!
Arnold Delivers Social Media To British!
Leadership Doesn’t Get It!
1. It’s a waste of time. We’re too busy.
2. It’s for kids.
3. We don’t have anything worthy to say.
4. It’s risky. Someone might say something bad about us.
5. It’s a trend that will go away.
Arnold Delivers Social Media To British!
It’s A Waste Of Time, We’re Too Busy.
It’s For Kids.
It’s For Kids.
We Don’t Have Anything Worthy To Say.
Do you even know what your audience would like to hear?
It’s Risky. Someone Might Say Something Bad About Us.
Or they might help you create awareness and promote your brand.
It’s Risky. Someone Might Say Something Bad About Us.
Or it might help you build stronger relationships with stakeholders.
It’s A Trend That Will Go Away.
OMG! People are Tweeting after sex?!
British Surrender!
Conclusions
How did George do?
• Used public apps, could have developed his own based on unique needs.
• Enterprise social platforms allow for faster sharing, centers of expertise and critical business needs.
• Have policy in place to address when a Benedict Arnold decides to publicly share something that could harm your brand.
War Artifacts On ebay
