Social Media Next StepsA Conference Call with Chris Brogan and Peter ShankmanDate: Mar 17 2010Hashtag: #BROMANNotes by: Keith Crawford@tsudoKnowthenetwork.comLinks referenced in the call can be foundhere1.Create Business from a Blog:1.Methods1.Affliate Marketing - accounted for 13B in revenue in 20091.Leveraging for something you recommend not own2.Lead Generation3.Content Marketing - Present products/services2.Takeaways1.Hit them where they are. Understand your target demographicsand know which social network(s) you should focus on.3.Case Study1.@CapitalHotel / @CapitalBarGrill1.Goal: To broaden their customer base within the localand younger demographic2.Tech: 4sq Venues & Twitter Interaction3.Tip: Host tweetups to get people talking and train yourstaff to recognize 4sq and help reward mayors2.@scottevest1.Goal: Assume the goal was sales and awareness2.Tech: Used online video to shoot "day in the life"segments3.Tip: Video works, create interest2.Interaction strategies and measurements1.Methods1.Generate Awareness - It is not always about selling a product orservice2.Create interest and inform customers so they make informeddecisions3.Build up a bank of Trust2.New Metrics1.Always start with Money. Understand how your goals will affectthe bottom line.2.% of online conversation vs a competitor3.% of Coverage improvement4.# of attendees, buyers, or conversions5.# of new threads, comments, conversations (chances forengagement)6.# of actions taken - requires a clearly defined call to action7.# of sales calls and leads generated, old methods still work,make them part of your social strategy3.Prioritizing Time1.25% listening2.50% hour commenting/communication3.25% Min creating4.Case Studies1.facebook.com/petershankman -1.LIMIT the number of times you start a phrase with theword I2.Shortburst downtime (dig into your fans), learn about pplin your network, and find out how to communication withthem

3.They are your audience for a reason, don't sell them2.Animal Rescue Center1.They used to send donors a massive coffee table book asa way of saying thanks. Peter called them and askedthem why they thought he wanted a coffeetable book.Why keep that money for the cause? Show me a video of an animal you helped and keep the money. The ended uppolling the audience and a massive percentage of donorsagreed. Charity saved hundreds of thousands per year bysimply asking their audience.2.Lessons:1.Call, email, tweet, ASK your audience what theywant2.Money saved is Money earned3.Prioritizing Time/Effort1.Stepping through a strategy1.Goal: What is it?2.Dashboard: How do I measure it?3.Strategy: How do we do it? (Come up with a couple)4.Wins/Losses: Define and analyze2.Creating and Adding value1.Listening - Data, metrics, topics2.Reading and Consuming3.4.Comment and Share - Encourages new relationships5.Creating - Have something to talk about6.Communicating7.Closing3.Case Studies1.Chevy Volt got involved with #SXSW and provided chargingstations. They created a positive brand around power outlets.Helped solve a simple real world strategy.4.Takeaways1.What does your audience/community need that you can provideonline or in real life?1.(My additions)1.What is your altruism?2.How can your knowledge/experience benefitothers?3.How can you pay it forward with yourcommunity?4.Q&A1.How do you get corporate/managers to start blogging?1.Chris Brogan's Answer: Show them the value and return inblogging1.(Personal Opinion) I'm a fan of Chris but I think this is anawful answer. When you are just getting started it maybe months before you see return and few managementtypes are willing to dedicate the time up front to an"unproven" tactic like blogging. This will work only if youalready have a presence and community.2.Peter Shankman's Answer: Find the people in your organizationthat are already blogging and love their job.1.(Personal Opinion) Now this is an answer! There is agood chance you already have someone on the payrollthat is on twitter/facebook and blogging personally. Findthese people and invite them to provide a voice for your