1. Social Media Marketing: Getting It Right Ryan Turner Associate Director of User Experience Social Media Lead

2. Or, The Mad Science of Social Media Marketing

3. Or, Social Media Is Going to Change Everything

4. Or, Why Most Social Media Marketing Fails

5. Or, Social Media: Don’t Believe the Hype

6. Me: Ryan Associate Director of User Experience. Social Media Lead. ZAAZ. Seattle. 9 years. Online community, social media, information architecture, usability, knowledge management, social learning, leadership development. Degrees in poetry writing and literature. Telemark skiing, fly fishing, mountain biking, jazz, hip hop, modern art. Bloomington, Oakland, Santa Clara, Volvo, Orcas, Tempe, Missoula, Seattle. 2 kids. 3 chickens. I came to my interest in social media by accident.

7. Me: I work at ZAAZ

8. You: Demographics 51% are currently using social media in their business 38% are Baby Boomers 37% are Generation X 13% are Generation Y 53% are from businesses 28% are non-profits 19% work in higher education

9. Stand up if You use Pownce. If you write a blog. If you use Skype. Basecamp. Stand up if you upload photos from your cell phone to the web. If you use more than one IM service. If you have an iPhone. If you upload photos or videos from your computer to an online service like Flickr or YouTube. If you frequently send text messages. If you have a profile on Facebook. Twitter. Raise your hand if you use both. MySpace . LinkedIn . (Nerds!) Del.icio.us.

10. Sit down if You are under 30. You are under 40. You have teenage kids. You are a consultant.

11. interactive transactive

12. user-generated editorial

13. Identity as place Place as identity

14. When we talk about social media, what we really mean is participation.

16. Photo of old-school telephone.

17. So if we define social media this broadly, aren’t all media social?

18. It comes down to participation. Participatory is not broadcast. And when you hear power has shifted to the consumer, that’s serious business.

19. Some Context: Ryan’s Ten-Cent History of the Web Community-Focused Broadcast Participatory User-Generated Bottom-Up HTML High Threshold of Entry Low Bandwidth Text-Based Corporation-Driven Top-Down Data-Driven No entry Flash intros! Text and Images User-Generated Bottom-Up Standards-Driven Low Threshold of Entry High Bandwidth Multimedia 1980’s-1994 1994-2004 2006-Now

23. “ Just because we understand tax code doesn’t mean we can’t bust mad flow.” --Intuit

24. The Hub.

28. Funnel

29. Funnel

30. Funnel

31. But understanding how to use social media tools appropriately isn’t enough.

32. People don’t want to connect with each other online.

33. But that’s not the whole story. People do want value.

34. You can even do viral videos well.

35. Funnel

37. But you’re better off trying to create value.

38. We’ve already done a lot of great work.

39. We’ve already done a lot of great work.

40. We’ve already done a lot of great work.

41. How do you understand your customers? How do you reconcile competing priorities? How do you recognize the opportunities to create value?

42. Goals Definition: The Affinity Process

43. One Agenda

45. One Agenda

46. One Agenda

47. One Agenda

48. One Agenda

50. Conceptual site map

51. Every site we build should include elements of social media.

53. What Is Social Media

55. And by the way, don’t forget about mobile.

59. Funnel

60. And the opinions they trust the most are those of their peers.

61. And the opinions they trust the most are those of their peers.

63. You can do more to engage existing customers. Much more.

64. Funnel

66. Funnel

69. We’ve already done a lot of great work.

71. A blog is a great way to engage customers, but you need to think critically about your goals and have realistic expectations. You need to be committed to an ongoing effort.

72. From Salon.com. http://blogs.salon.com/0002007/categories/blogsBlogging/2005/01/04.html

73. Blogs are a bad tool for awareness.

75. So blogs, while they’re bad for awareness, are excellent for consideration, preference, and loyalty.

76. Funnel

77. So how do you blog successfully? Start by reading blogs.

78. Find the relevant blogs.

79. Subscribe.

80. Contribute.

84. Standing on the shoulders of giants

85. Funnel

86. Video is powerful. Audio podcasting, not so much.

87. Portable content.

88. Plan for ongoing effort.

90. www.websocialarchitecture.com

91. Ryan via Electricity Blog: http://www.websocialarchitecture.com Twitter: http://www.twitter.com/wryanturner Pownce: http://www.pownce.com/wryanturner Flickr: http://www.flickr.com/ryanturner Slideshare: http://www.slideshare.net/wryanturner Blip.tv: http://blip.tv/wryanturner Del.icio.us: http://del.icio.us/wryanturner Email: ryant@zaaz.com MSN: wryanturner@hotmail.com Y!: wryanturner AIM: wryanturner63 G-Talk: wryanturner Skype: wryanturner Company: http://www.zaaz.com

92. Slideshare: “SMNW08”

93. Discussion