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Social Media & Marketing to a Digital Generation

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James Burnes
James Burnes

James Burnes presents to the National Association of Mutual Insurance Companies Leadership Forum on social media strategy, planning and execution to reach younger consumers.

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Social Media ,[object Object],JAMES BURNES, PROJECT BRILLIANT NAMIC LEADERSHIP FORUM - MAY 2010
James Burnes Principal & Founder, Project Brilliant CEO & Founder, Mobiltopia @jamesburnes @ProjBrilliant @mobiltopia JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER To: 50500 Message: jamesburnes GET MY CONTACT INFORMATION VIA TEXT
Let’s Interact Right Now ,[object Object],JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
Do you really want to engage and connect? JAMES BURNES, PROJECT BRILLIANT
A Few Social Media Milestones JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER 1997 2005 2007 1999 2003 1995 2009 2001 Personal ‘free’ web pages debut MySpace.com launches Facebook Launches Blogware begins to take off Twitter Launches Message boards for geeks everywhere Mass media starts focusing on “User Generated Content” YouTube launches Ning Launches March 2009, Nielsen study Reveals social media more popular than email
Do you have a strategy? JAMES BURNES, PROJECT BRILLIANT
Time for an exercise ,[object Object]
Stay standing if… ,[object Object],[object Object],[object Object],[object Object],JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE
Do you have a strategy? ,[object Object],JAMES BURNES, PROJECT BRILLIANT
WHY STRATEGY FIRST? ,[object Object],JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
Social Media Has Shifted Who People Trust To Influence Their Decisions JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Source: Nielsen Global Online Consumer Survey, April 2009  Recommendations from people known 90%  Consumer opinions posted online 70%  Brand websites 70%  Editorial content (e.g. newspaper article) 69%  Brand sponsorships 64%  TV 62%  Newspaper 61%  Magazines 59%  Billboards / outdoor advertising 55%  Radio 55%  Emails signed up for 54% 
Your strategy must align with your brand ,[object Object],JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
What is a brand? JAMES BURNES, PROJECT BRILLIANT
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER Brand = The Experience
Who controls your brand? JAMES BURNES, PROJECT BRILLIANT
JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
What causes this confusion? JAMES BURNES, PROJECT BRILLIANT No Strategy, Plan, or Commitment
What causes this confusion? JAMES BURNES, PROJECT BRILLIANT We experiment.
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
How Do We Develop Strategy? ,[object Object],JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
#1. What are our goals? JAMES BURNES, PROJECT BRILLIANT
#2. Who is our audience? JAMES BURNES, PROJECT BRILLIANT
#3. Who are the segments within? JAMES BURNES, PROJECT BRILLIANT
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER Don’t make me tweet about this!
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
#4. What do they want? JAMES BURNES, PROJECT BRILLIANT
#5. Where do they go? JAMES BURNES, PROJECT BRILLIANT
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
“ Facebook was pretty cool until all the old people showed up.”
#6. Who is our talent? JAMES BURNES, PROJECT BRILLIANT
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
#7. What are our milestones & key events? JAMES BURNES, PROJECT BRILLIANT
#8. How will mobile accessibility to social media impact you? JAMES BURNES, PROJECT BRILLIANT
More Than Half of All Cell Phones Sold Will Be “Smart” By 2011 JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER 1999 2005 2007 2009 2001 2003 2011 33% 51%
#9. Do you need your own social platform? JAMES BURNES, PROJECT BRILLIANT
What MIGHT Our Strategy Be? ,[object Object],JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
Strategy: Make our organization more personable and less corporate. JAMES BURNES, PROJECT BRILLIANT
Strategy: Give prospective customers more exposure to what it’s like to do business with us. JAMES BURNES, PROJECT BRILLIANT
Strategy: Reward customers who demonstrate loyalty and help us spread the word about us. JAMES BURNES, PROJECT BRILLIANT
Strategy: Drive referrals by making it easy for our fans spread the word. JAMES BURNES, PROJECT BRILLIANT
Strategy: Recruit the best talent by showcasing our staff’s work and the lifestyle we live. JAMES BURNES, PROJECT BRILLIANT
Strategy: Delivery easy ways for customers and prospects to share their product ideas. JAMES BURNES, PROJECT BRILLIANT
Social media will not succeed as a “marketing” strategy! JAMES BURNES, PROJECT BRILLIANT
Every department should contribute. JAMES BURNES, PROJECT BRILLIANT
JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Strategy
How Do We MOVE FROM PLAN TO ACTION? ,[object Object],JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER Do we bring in an outside guru to help our team move quickly?
Develop the tactical plan with those who will actually execute it. JAMES BURNES, PROJECT BRILLIANT
Your (WRITTEN) Plan Will Include: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE
Let your ambassadors take it to the rest of the company. JAMES BURNES, PROJECT BRILLIANT
To succeed, make the mantra about engaging and connecting , not selling. JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE
To succeed, you must lead it from the top and build a culture of engaged, connected employees. JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE
To succeed, you must commit. JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE
JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE 7 Rules For Social Media Success
Rule #1 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Define Your Personal And Business Brand
Rule #2 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Create Accounts For Your Business
Rule #3 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Speak to Your Target Audience
Rule #4 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Commit to 15 Minutes A Day To ‘Pearl’ Dive
Rule #5 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Demonstrate experience through sharing knowledge, ideas and insight
Rule #6 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Listen More Than You Speak. Respond Frequently & Win!
Rule #7 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Reward the customers who connect to you
What’s next? ,[object Object],[object Object],[object Object],[object Object],YOU CAN DO IT!
If You Need Help, I Can Help ,[object Object],[object Object],[object Object],[object Object],[object Object]
Good luck! JAMES BURNES, PROJECT BRILLIANT
James Burnes Principal & Founder, Project Brilliant CEO & Founder, Mobiltopia @jamesburnes @ProjBrilliant @mobiltopia CELL: 317.512.3612 [email_address] JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER

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Social Media & Marketing to a Digital Generation

  • 1.
  • 2. James Burnes Principal & Founder, Project Brilliant CEO & Founder, Mobiltopia @jamesburnes @ProjBrilliant @mobiltopia JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
  • 3. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER To: 50500 Message: jamesburnes GET MY CONTACT INFORMATION VIA TEXT
  • 4.
  • 5. Do you really want to engage and connect? JAMES BURNES, PROJECT BRILLIANT
  • 6. A Few Social Media Milestones JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER 1997 2005 2007 1999 2003 1995 2009 2001 Personal ‘free’ web pages debut MySpace.com launches Facebook Launches Blogware begins to take off Twitter Launches Message boards for geeks everywhere Mass media starts focusing on “User Generated Content” YouTube launches Ning Launches March 2009, Nielsen study Reveals social media more popular than email
  • 7. Do you have a strategy? JAMES BURNES, PROJECT BRILLIANT
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
  • 13. Social Media Has Shifted Who People Trust To Influence Their Decisions JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Source: Nielsen Global Online Consumer Survey, April 2009  Recommendations from people known 90%  Consumer opinions posted online 70%  Brand websites 70%  Editorial content (e.g. newspaper article) 69%  Brand sponsorships 64%  TV 62%  Newspaper 61%  Magazines 59%  Billboards / outdoor advertising 55%  Radio 55%  Emails signed up for 54% 
  • 14.
  • 15. What is a brand? JAMES BURNES, PROJECT BRILLIANT
  • 16. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER Brand = The Experience
  • 17. Who controls your brand? JAMES BURNES, PROJECT BRILLIANT
  • 18. JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE
  • 19. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
  • 20. What causes this confusion? JAMES BURNES, PROJECT BRILLIANT No Strategy, Plan, or Commitment
  • 21. What causes this confusion? JAMES BURNES, PROJECT BRILLIANT We experiment.
  • 22. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
  • 23.
  • 24. #1. What are our goals? JAMES BURNES, PROJECT BRILLIANT
  • 25. #2. Who is our audience? JAMES BURNES, PROJECT BRILLIANT
  • 26. #3. Who are the segments within? JAMES BURNES, PROJECT BRILLIANT
  • 27. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
  • 28. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER Don’t make me tweet about this!
  • 29. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
  • 30. #4. What do they want? JAMES BURNES, PROJECT BRILLIANT
  • 31. #5. Where do they go? JAMES BURNES, PROJECT BRILLIANT
  • 32. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
  • 33. “ Facebook was pretty cool until all the old people showed up.”
  • 34. #6. Who is our talent? JAMES BURNES, PROJECT BRILLIANT
  • 35. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
  • 36. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
  • 37. #7. What are our milestones & key events? JAMES BURNES, PROJECT BRILLIANT
  • 38. #8. How will mobile accessibility to social media impact you? JAMES BURNES, PROJECT BRILLIANT
  • 39. More Than Half of All Cell Phones Sold Will Be “Smart” By 2011 JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER 1999 2005 2007 2009 2001 2003 2011 33% 51%
  • 40. #9. Do you need your own social platform? JAMES BURNES, PROJECT BRILLIANT
  • 41.
  • 42. Strategy: Make our organization more personable and less corporate. JAMES BURNES, PROJECT BRILLIANT
  • 43. Strategy: Give prospective customers more exposure to what it’s like to do business with us. JAMES BURNES, PROJECT BRILLIANT
  • 44. Strategy: Reward customers who demonstrate loyalty and help us spread the word about us. JAMES BURNES, PROJECT BRILLIANT
  • 45. Strategy: Drive referrals by making it easy for our fans spread the word. JAMES BURNES, PROJECT BRILLIANT
  • 46. Strategy: Recruit the best talent by showcasing our staff’s work and the lifestyle we live. JAMES BURNES, PROJECT BRILLIANT
  • 47. Strategy: Delivery easy ways for customers and prospects to share their product ideas. JAMES BURNES, PROJECT BRILLIANT
  • 48. Social media will not succeed as a “marketing” strategy! JAMES BURNES, PROJECT BRILLIANT
  • 49. Every department should contribute. JAMES BURNES, PROJECT BRILLIANT
  • 50. JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Strategy
  • 51.
  • 52. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER
  • 53. JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER Do we bring in an outside guru to help our team move quickly?
  • 54. Develop the tactical plan with those who will actually execute it. JAMES BURNES, PROJECT BRILLIANT
  • 55.
  • 56. Let your ambassadors take it to the rest of the company. JAMES BURNES, PROJECT BRILLIANT
  • 57. To succeed, make the mantra about engaging and connecting , not selling. JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE
  • 58. To succeed, you must lead it from the top and build a culture of engaged, connected employees. JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE
  • 59. To succeed, you must commit. JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE
  • 60. JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE 7 Rules For Social Media Success
  • 61. Rule #1 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Define Your Personal And Business Brand
  • 62. Rule #2 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Create Accounts For Your Business
  • 63. Rule #3 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Speak to Your Target Audience
  • 64. Rule #4 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Commit to 15 Minutes A Day To ‘Pearl’ Dive
  • 65. Rule #5 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Demonstrate experience through sharing knowledge, ideas and insight
  • 66. Rule #6 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Listen More Than You Speak. Respond Frequently & Win!
  • 67. Rule #7 JAMES BURNES, PROJECT BRILLIANT BUSINESS STRATEGY FOR THE INTERCONNECTED AGE Reward the customers who connect to you
  • 68.
  • 69.
  • 70. Good luck! JAMES BURNES, PROJECT BRILLIANT
  • 71. James Burnes Principal & Founder, Project Brilliant CEO & Founder, Mobiltopia @jamesburnes @ProjBrilliant @mobiltopia CELL: 317.512.3612 [email_address] JAMES BURNES, PROJECT BRILLIANT SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER

Editor's Notes

  1. Logos are not brands.®
  2. You do not control your brand. Your brand is determined by those around you who know and experience you in their various interactions. You can only influence your brand.
  3. We see ourselves clearly, but the collection of perceptions about who we are and what we stand for is muddled.
  4. We want to showcase the size of the network as being large