Topics

Speaking to marketers on the whys and hows of social media marketing

I cover these different concepts in depth:

• Integrated traditional + social marketing
• Why the marketing profession must embrace social approaches
• Selling social approaches to management
• “Social branding” – why you need a strong brand now more than ever
• How to craft an engagement strategy
• How to leverage social channels to find talent or jobs
• Site-specific how-to’s (e.g., “Facebook for Business,” “Twitter for Brands,” “Foursquare for Retailers”)

YOU DON’T NEED A SOCIAL MEDIA STRATEGY (*NEW* – available in 10-minute lightning talk or a traditional 25-35 minute presentation)

SYNOPSIS: After 5-6 years of pushing by pundits, techies and enthusiasts, the use of social media in marketing and communications has gone from “let’s wait and see” to an unequivocal YES for many marketing teams. Yet efforts are often disconnected from traditional marketing efforts, or planned separately as an adjunct.

DDB’s Eric Weaver will discuss the planning process and demonstrate how an integrated approach to traditional and social marketing can bump your firm to the top of its category – and significantly increase sales.

Attendees will walk away with a better understanding of how to craft integrated strategies that will truly push the needle.

AUDIENCE: Marketing Directors/Managers, social media specialists, CMOs

TRUST DRIVES TRANSACTIONS: Why Marketing Must Go Social (30-40 mins)

SYNOPSIS: While the marketing profession continues to operate under long-standing practices, our time-and attention-starved consumers have moved on. Empowered with search, intrusion blockers and the ability to express and share opinions with a wide audience, they trust each other and distrust marketers—and as a result, the efficacy of our traditional marketing spend wanes.

Trust Drives Transactions examines this trend, explains the draw of social channels, and offers a new approach to a multi-channel approach: through the lens of trust. Marketers will walk away armed with new data about consumer behavior and with actionable ideas on creating a multi-channel Trust Strategy.

For private or corporate workshops, this talk is usually accompanied by category market research and a competitive social media landscape.

AUDIENCE: Marketing VPs, Marketing Directors, social media practitioners

THE SOCIALLY-POWERED ENTERPRISE (30-40 mins)

SYNOPSIS: Social channels and tools offer businesses the unprecedented ability to transform both their market offering and their operations. But how… and why? In The Socially-Powered Enterprise, social marketing strategist Eric Weaver will explain how businesses can adapt to redefine and improve their relationship with their customers. The presentation, aimed at VPs and directors of marketing, HR managers, and line-of-business managers, will discuss:

• Which trends are influencing preference and impact revenue at the moment?
• What is the value of social channels and tools both internally as well as externally?
• Is there a monetary benefit to socializing my business?
• How can these tools be integrated into the organization’s overall  value chain? What are the benefits they bring?
• How can collaboration, responsiveness, engagement, transparency, awareness and sales conversion be improved?
• Is additional staffing required? What kind of talent should I look for? How do I govern employees active socially?

Attendees will walk away with several suggestions on socializing their enterprise, trumping the competition and improving their connection with their customers and prospects.

AUDIENCE: Executive teams, VPs, beleaguered marketing directors

BRANDING IN THE ERA OF THE EMPOWERED CONSUMER (30-40 mins)

SYNOPSIS: As many publicly-traded companies shift all focus to the fiscal quarter, longer-form activities like branding often end up as a lower priority. Yet through this critical activity, identity, messaging, differentiation and positioning drive market success and extend the efficacy of purchased media.

Branding in the Era of the Empowered Consumer covers the practice and importance of branding in an era where customers now control the conversation, message and perception of a brand. In this presentation, we will examine the shift in trust described in other presentations and reexamine the branding process for ways to maintain a brand’s cohesion and promise when distributed across social channels. Attendees will walk away with a fresh perspective on crafting a brand and setting it free in ways that grow revenue.

CRAFTING AN ENGAGEMENT STRATEGY (40 mins)

SYNOPSIS: Because of diminishing time, attention and trust amongst consumers, along with simultaneous explosions of product choice and media noise, the marketing practice has become incredibly challenging for most categories and brands. Marketers need to move past communication efforts toward engagement, in which customers go past simple message consumption to engage with your brand.

There are plenty of presentations on “social media strategy” but they mostly justify the selection of specific tools. Ditching Communication for Engagement gets away from tool talk to discuss the actual steps needed to craft an engagement strategy.

AUDIENCE: Marketing VPs, Marketing Directors, social media practitioners

SOCIAL MEDIA METRICS—A MARKETERS GUIDE (*NEW* – 30-40 mins)

SYNOPSIS: Marketers and communicators worldwide have embraced social media as a new outreach and engagement channel. But management is demanding that you demonstrate success, impact and most importantly, a return on investment. And in a still-evolving world of Likes, Diggs, Retweets and Brand Karma, which metrics and models are meaningful? In this presentation, DDB strategist Eric Weaver will explain which metrics are available, what they really mean, and show examples of how an ROI model can be created. The presentation, aimed at VPs and directors of marketing, PR managers and strategists, will discuss:

• The current state of social media measurement
• Going beyond “communication”: rethinking marketing and communication outcomes
• Differences between paid and earned media, and impacts to measurement
• Specific metrics worth watching
• What’s a fan worth? A look at how the industry is measuring ROI
• Measurement tools and platforms

Attendees will walk away with a better idea of creating a case for management, matching metrics to outcomes, and tracking program success.

AUDIENCE: Marketing Directors/Managers, social media specialists, CMOs

TALENT IS SOCIAL: Employer Edition (30 mins) and Job Search Edition (40 mins)

SYNOPSIS: As with the Marketing profession, the practice of Human Resources is being altered by social channels. Time starvation is driving recruiters and hiring managers to avoid job boards and seek the perfect candidate via search. Few candidates, however, are leveraging social tools to create an intellectual footprint online.

Talent is Social shows both hiring managers as well as candidates how they can be better matches for one another.

AUDIENCE: HR Directors, recruiters, executive search firms

FACEBOOK FOR BUSINESS—A Primer (20-30 mins)

SYNOPSIS: As denizens of one of the largest social networks in the world, Facebook’s graying member base is a lucrative audience for business. Yet how should corporations establish a beachhead on Facebook, a social network where consumers are drawn to connect with one another, rather than with brands?

This presentation will show marketers how to set up an initial Facebook presence; walk them through the Dos and Don’ts of Facebook marketing, and discuss consumer behaviors that can build viral awareness for your brand in authentic, selfless ways. Marketers will learn about fan pages, group discussions, social ads, custom pages, “apps,” and the power of the Facebook Connect platform.

AUDIENCE: Marketing Directors, line-of-business managers, business owners

FOURSQUARE FOR BUSINESS AND RETAIL (*NEW* – 15-20 mins)

SYNOPSIS: The proliferation of smartphones means the ability to geo-search and to be geo-found. And location-powered sites and games like Foursquare provide even more ways for businesses to effectively engage with consumers.

Not sure what all the talk is about, or why you’d want to share your location with the world? This presentation, aimed at marketers and retailers, shows how businesses can leverage Nearby Specials, Special Offers and Tips to show up on prospective customers’ phones as they shop, dine and travel.

AUDIENCE: Marketing Directors, Retail Owners