A comprehensive over view of how customer service, PR and marketing professionals can use incorporate social media into their customer care or over all marketing communications mix.

1. Yianni Garcia
SOCIAL MEDIA STRATEGIST
www.socialmediaguy.com
NEW YORK 24.JUNE.2009
ILLUSTRATION: INTERNET MAPS BY CHRIS HARRISON

2. INTRODUCTION:
THE NEW SOCIAL CONSUMER
erful
Word of Mouth Most Pow ridge Ratings
2 007 survey from B
Not surprisingly, a e among US
found that the most trusted sourc
family and
consumers was their own friends,
dicated that
2009, a TNS poll in
acquaintances. In ll media was
uste d source across a
the number one tr
by friends.”
“recommendations
Gays Lov
e The Int
Despite a ernet, No
fondness t Ads
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uals were social onli
apathetic ne
social net
wo toward ad , 63% of
positive a rking sites and a m vertising
on
ttitude. In ere 6% h
Internet u addition, ad a
sers repo 55% of ho
rted read mosexua
ing blogs l
. ~ eMark
eter
Online
34 Million Moms found that
A survey by Razo rfish and CafeMom
mily, and
from friends and fa
Websites, referrals e most
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information from s d to make a
common source s online moms use
n.
purchasing decisio

3. INTRODUCTION:
THE NEW SOCIAL CONSUMER
My Mom on Facebook… WTF?

4. INTRODUCTION:
THE NEW SOCIAL CONSUMER
People, not Ads, Build Social Networks

5. INTRODUCTION:
THE NEW SOCIAL CONSUMER

6. INTRODUCTION:
THE NEW SOCIAL CONSUMER
“WE ARE NOT IN THE BUSINESS OF SUPPORTING
A MEDIA INDUSTRY, WE ARE IN THE BUSINESS OF
CONNECTING WITH CUSTOMERS”
- Trevor Edwards
VP Global Brand & Category Management
NIKE
October 2007

7. DEVELOPING YOUR PRESENCE:
4 STEP APPROACH
4
LISTEN
ORCHESTRATE
ACTIVATE
GROW

8. DEVELOPING YOUR PRESENCE:
LISTEN
LISTEN TO ME
Be passionate about lis
tening as much as you a
Use listening tools to fin re about speaking.
d where people might b
by inputting search term e talking about you
s your prospective comm
in discussions that are p unity might use
ertinent to your interests.
note where these conv Start a database to
ersations are happenin
on who is out there in g, and to record info
the space. Check out A
Search to find existing lltop and Google Blog
blogs on the topic.
Subscribe. Comment.
Keep you listening statio
running all the time.
n
Work hard at knowing
where and who is
talking about you, you
r competitors, those
Topics that interest yo
u. This is one of the
Most important parts o
f the platform.
Credit: www.chrisbrogan.com

9. DEVELOPING YOUR PRESENCE:
LISTEN
Building Your Listening Station
Get a gmail account and log in to Google Reader. This will become your home base for listening
GO to Google Blogsearch. Type in your query about your company, your competitor and the like
Note the “subscribe links on the bottom left of the page. Right-click the RSS link, and select copy
Go back to Google Reader, click Add Subscription, and select paste
Repeat this for as many variations of searches you want for blogs
Repeat process on Technorati & Twitter Search
Fine tune your searches by seeing what inaccurate results come from your first attempts
Sort through Reader. If you find a relevant mention, note it in your outreach sheet (where, who)
Do something with what youʼre
learning. Figure out the business
value of the listening youʼre doing,
and route it to the right places.
Listening isnʼt for marketers. Itʼs for
the organization. Itʼs for customer
service, for product management,
for the senior team, etc.
Credit: www.chrisbrogan.com

10. DEVELOPING YOUR PRESENCE:
LISTEN
CHEAT A
LITTLE BIT
IF YOU
WANT

11. DEVELOPING YOUR PRESENCE:
LISTEN

12. DEVELOPING YOUR PRESENCE:
LISTEN

13. DEVELOPING YOUR PRESENCE:
LISTEN
My first NYC apartment had
bedbugs. I hated them and I
twittered about the issue several
times. Not only did my followers
help me identify them but a
mattress encasement company
listened to my complaints and
provided me with resources. I
purchased $250 worth of mattress
encasements.

14. DEVELOPING YOUR PRESENCE:
LISTEN
After seeing an ad for the
new Ben & Jerryʼs Flipped
up cups I twittered about
wanting to make a video
of them. Ben & Jerryʼs
listened and mailed me
coupons to get free
samples to make my
video 

15. DEVELOPING YOUR PRESENCE:
ORCHESTRATE
ORCHESTRATE

16. DEVELOPING YOUR PRESENCE:
ORCHESTRATE
PASSPORT
HOMEBASE
OUTPOST
Content by www.chrisbrogan.com

17. DEVELOPING YOUR PRESENCE:
ORCHESTRATE
* wordpress.com – a blogging platform
* flickr.com – a photo sharing site
* gmail.com – for all Google Accounts
* yahoo.com – for all Yahoo Accounts (including flickr above)
* digg.com – a social news/recommendation site
* stumbleupon.com – a social recommendation site
* disqus.com – a commenting platform
* delicious.com – a social bookmarking platform
* blip.tv – a video hosting platform (see also viddler.com and vimeo.com)
* twitter.com – a powerful social network (see more in outposts below)
* facebook.com – a social network (see more in outposts below)
* youtube.com – a video sharing site (see more in outposts below)
* openid.org – a universal account (very useful)
* brightkite.com – a location-based service)
* yelp.com – especially pertinent to small and/or local businesses
Content by www.chrisbrogan.com

18. DEVELOPING YOUR PRESENCE:
ORCHESTRATE

19. DEVELOPING YOUR PRESENCE:
ORCHESTRATE
NO HOMEBASE SHOULD BE AN ISLAND

20. DEVELOPING YOUR PRESENCE:
ACTIVATE
The New York Times article
recommends readers type
“Cubby Bernstein” into any
search engine, and according to
a Google report, readers are
doing just that.
Broadway.tv
ACTIVATE

21. DEVELOPING YOUR PRESENCE:
ACTIVATE

22. DEVELOPING YOUR PRESENCE:
ACTIVATE - RESULTS

23. DEVELOPING YOUR PRESENCE:
GROW

24. DEVELOPING YOUR PRESENCE:
GOW
THANK YOU
socialmediaguy.com