Building Relationships through

Social Media

Kansas City Direct Marketing Association

Workshop
Friday, November 17, 2006

Jeff Risley Kevin Roe

VP/Social Media Analyst Director, Midwest Region
www.barkleyus.com www.newmediastrategies.net
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Think about your last direct
marketing campaign.

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 After today we hope you:
1. Feel at ease about the future of
marketing with social media.
2. Know how to use a variety of social
media tools.
3. Understand how to implement a social
media strategy.

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 Marketing is changing
“For the first time the consumer is
boss, which is fascinatingly
frightening, scary and terrifying,
because everything we used to
do, everything we used to know,
will no longer work.”

Kevin Roberts, chief executive, Saatchi & Saatchi

Author of Lovemarks

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Big brands are changing their
marketing

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 “Markets are
conversations.
Conversations are fire.
Marketing is arson.”
The Cluetrain Manifesto

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 Social media = Conversation
“Social media describes the online tools and
platforms that people use to share opinions,
insights, experiences, and perspectives with
each other.”
- Wikipedia

"Social media encompasses everything that is

written, spoken and shown about your
organization that you have no control over.“
- Josh Hallett, Hyku blog
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Your lucky day

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 Social media tools
1. Blogs
2. RSS
3. Social Networks
4. Podcasting
5. Photo/Video Sharing
6. Forums/Message Boards
7. Wikis

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 #1: Blogs
•More than 55 million blogs*.

•Nearly 75,000 new blogs each

day: one every second!

•The blogosphere doubles in

size every 6 months.

•Approximately 27 percent of
U.S. Internet users read blogs
(about 40 million people)

*Doesn’t include MySpace

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Corporate blogs
1. Empower customers and
make them brand
enthusiasts; encourage
them to spread positive
word-of-mouth.

3. Establish your company as

an industry thought leader.

5. Amplify your SEO strategy.

7. Help drive traffic and

customers to your site in
highly measurable ways.

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Blog Search

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Your lucky day

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#2: Really Simple Syndication
(RSS)

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RSS aggregators

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#3: Social Networks
MySpace
Facebook
MSN Spaces
Yahoo 360
LiveJournal

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Niche social networks are huge

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And corporate social networks
are gaining traction

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#4: Podcasting

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Where are podcasts found?
iTunes
Podcast Alley
Podcast.net
Yahoo Podcasts
Podcasting News

Just Google it!

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Corporate podcast examples
GM FastLane Podcasts focus on car
enthusiasts.

Whirlpool Podcasts focus on

moms/family issues.

IMB Podcasts focus on future of

technology.

Others:
 HP
 Kodak
 Coke
 Deloitte
 NASA
 Purina

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 Easy as…

1. 2. 3.

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#5: Photo & Video Sharing

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 #6: Forums/Message Boards
More than 40 million active message boards/forums

Includes message boards, forums, bulletin boards, Usenet groups, e-

mail discussion lists, Yahoo! Groups, Google Groups, opinion sites

Narrowly focused (automotive, parenting, health, stocks/finance, etc.)

Heavily moderated, both by forum webmasters and participants

Structured, threaded discussions predominant

Find them at boardreader.com or boardtracker.com

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#7: Wikis

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Social Media Strategy

FLEE!

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 Find
Listen
Engage
Empower
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Find

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Listen

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Engage

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Empower

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Get this presentation at:

http://risleyranch.blogs.com

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Appendix/Resources

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“The Many Forms of Social
Computing” from Forrester
Research, courtesy of Steve
Rubel.

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 Blogging books
• The Corporate Blogging Book by Debbie Weil.

• Naked Conversations: How Blogs are Changing the Way Businesses Tal
by Robert Scoble & Shel Israel

• Publish and Prosper: Blogging for Your Business by DL Byron

• Blogging for Business: Everything You Need to Know and Why You Sho
by Shel Holtz

• Blog Rules: A Business Guide to Managing Policy, Public Relations, And

by Nancy Flynn

• Blog Marketing by Jeremy Wright

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Good marketing blogs to follow
 
• http://doc.weblogs.com/ -- Doc Searls, co-author of the Cluetrain Manifesto and one of the
first bloggers on the planet.

• http://sethgodin.typepad.com/seths_blog/ – Marketing guru Seth Godin's blog.  Seth has

one of the most widely read blogs in the marketing category.

• http://www.jaffejuice.com/ – Joseph Jaffe’s blog.  He’s the author of the book “Life After
the 30-Second Spot.”

• http://blogs.forrester.com/charleneli/ – Charlene Li of Forrester Research has an excellent

blog.

• http://www.micropersuasion.com/ – Steve Rubel’s blog. Steve is probably the most prolific

PR blogger on the planet.

• http://www.churchofthecustomer.com/blog/ -- by Jackie Huba and Ben McConnell, authors

of the books Creating Customer Evangelists and Citizen Marketers.

• http://www.womma.org/ -- Word of Mouth Marketing Association, the newest association

comprised of individuals and companies in the social media space.

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 More corporate blog information
Corporate Blog Success Stories
Stormhoek Wine, a winery in South Africa that started a CEO blog and used blog seeding
strategies to double its sales in one year.
Bob Lutz, vice chairman, GM; Lutz’s blog, Fastlane, generated a significant amount of buzz for
the company because he was the first high-profile executive outside the tech industry to
blog.
Randy Baseler, vice president of marketing for Boeing Commercial Airplanes; Baseler’s blog has
successfully engaged Boeing’s customers one-on-one to get feedback on products and co-
create airplanes.

Sample Blog Policies:

Harvard Law: http://blogs.law.harvard.edu/home/terms-of-use
IBM: http://www-03.ibm.com/developerworks/blogs/page/jasnell?entry=blogging_ibm
Yahoo: http://jeremy.zawodny.com/yahoo/yahoo-blog-guidelines.pdf

Corporate Blog Lists

The New PR Wiki: http://www.thenewpr.com/wiki/pmwiki.php
Fortune 500 Blogging Wiki (http://www.socialtext.net/bizblogs/index.cgi)

Other Corporate Blogging Information

BBC article on successful business blogging (which mentions the Stormhoek case example
above).
The Corporate Weblog Manifesto, a white paper on corporate blogging by former Microsoft
blogger Robert Scoble. 40
 RSS & monitoring sources
• Yahoo’s list of RSS Aggregators:
http://dir.yahoo.com/Computers_and_Internet/Data_Formats/XML__eXtensible_Markup_Languag

• Steve Rubel’s blog post on “35 Ways to Use RSS”:

http://www.micropersuasion.com/2006/06/35_ways_you_can.html

• Fluid blog’s comprehensive list of monitoring sources:

http://translate.google.com/translate?u=http://fluido.wordpress.com/2006/05/30/mini-guida-al-m

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 Blog posts that address ROI of
social media
http://www.clickz.com/experts/crm/actionable_analysis/article.php/351

http://blogs.forrester.com/charleneli/2004/10/scoble_on_blog_.html
 
http://forrester.typepad.com/charleneli/2004/10/fear_of_corpor
a.html
 
http://www.clickz.com/experts/crm/actionable_analysis/article.ph
p/3517546
 
http://jeremiahthewebprophet.blogspot.com/2006/03/how-to-
measure-value-of-corporate.html
 

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The Kryptonite Bike Lock Case Study

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