7 examples of stuff we need to stop saying about social media. Presented at the KC/IABC monthly professional development lunch meeting on Oct. 18, 2012.

1. 7 Deadly Sins of Social Media
Presented for KC/IABC by Justin Goldsborough (@jgoldsborough)
Justin Goldsborough
justin.goldsborough@fleishman.com
Twitter: @jgoldsborough
Blog: www.justincaseyouwerewondering.com
LinkedIn:
http://www.linkedin.com/in/justingoldsborough
816.512.2236

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11. ST. LOUIS PROFILE THE LARGEST FOOTPRINT IN NORTH AMERICA CLIENT SATISFACTION
World Headquarters
250+ 93%
counselors specializing in say they would
public recommend FH
relations, digital, creative and
research
OUR WORLDWIDE NETWORK INDUSTRY RECOGNITION PRACTICE GROUPS
2000+ employees | 80 offices Best Multinational Agency of the Year
20 languages | 28 countries The Holmes Report, 2010
B-to-B Communications Brand
Marketing  Consumer Marketing
 Word-of-Mouth  Food and
COLLABORATIVE CULTURE OMNICOM FAMILY
Agribusiness  Social and Digital 
Public Relations Crisis Management  Moms 
Customer Relationship Management Mobile Research  Retail 
Multicultural  Nutrition 
90% Media Services
National Advertising Agencies Behavioral Change  Internal
Global Advertising Brands Communications  Reputation
of clients served by Management
more than one office Specialty Communications
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13. Your brand is…
…what your customers say it is.
Period.
-- Me
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14. 7 Deadly Sins
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18. “There’s power in customer
conversations, but not if you’re just
listening without acting.”
— Steve Fuller, L.L. Bean CMO
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23. http://www.youtube.com/watch?v=Bpy75q2DDo
w&feature=player_embedded
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27. “Make sure you doing something
different at this time next year.”
— Betsey Solberg
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30. Start with GSOT
GOALS
Generate leads
Generate qualified leads
STRATEGIES
Leverage owned social media platforms to drive registrations
Leverage IRL events as an opportunity to drive registrations
OBJECTIVES
Generate 1,000 news leads in 2013
Ensure 75% of leads generated are qualified leads
TACTICS
Launch a photo contest on Facebook that requires participant registration
Pitch the contest to mom bloggers and local media
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34. “I want to be really good at fewer
channels than mediocre at more.”
-- Joe Chernov
VP of content marketing at Eloqua
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39. Your brand here
New Math:
5,000 people who
sought out your
message
are more
valuable than
5 million who didn’t.
Source: Fleishman-Hillard 39

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41. http://www.youtube.com/watch?
v=5YGc4zOqozo
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43. http://www.youtube.com/watch?v=s-
gvs2Y2368
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52. > The majority of social media programs
are not designed to generate ROI (in the
short-term)
Insert image in this > Measure the Impact of social media
programs…value attribution is a
space secondary issue/concern/challenge
> Most attempts to rename the acronym
are the result of confusion over Impact
and ROI
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59. Mobile Face-to-face
Marketing Conversations
Social
Personalized
Networks
Search
Blogs Online
Communities
Direct
Mail Rewards
Online Display Programs
Targeted
Advertising
Personalization
Online Brand
Content
Print Opt-in
E-mail
Media
Relations Radio
Mass
TV
Awareness Consideration Trial Loyalty Advocacy
Relationships Digital Traditional
Source: Fleishman-Hillard 59

60. http://www.youtube.com/watch?v=AoT13m8-Kxo
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64. http://www.youtube.com/watch?v=-r8Th9DBGbQ
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65. Sales on the rise
14%
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66. Conversation
Discovery A person issues a social media post
about BWW. Is it positive or balanced?
Evaluate No Negative
“Rager” Post/Response
Negative Post
Is the chatter a rage, rant, joke or a
Yes strong personal opinion? Response
Monitor Only
Concurrence No Yes Do not respond. Monitor for
The post is a positive or neutral relevance as needed.
observation, comment or question about “Troll”
BWW. Will a response drive additional Is this person dedicated to bashing or
engagement? Do we want to respond? degrading BWW?
No
Fix the Facts
No “Misguided” Respond with factual information
Are the facts wrong? Yes and / or correct the
Let Stand misinformation.
Let the comment
stand. No No
response needed.
Yes “Unhappy Consumer”
Restore
Is this an online review citing isolated
complaints about BWW?
Yes Address and / or correct the
complaint.
Positive/Neutral
Post Response No
FH to provide
Share More Info
Provide more information about BWW update/recommendation to
Final Evaluation BWW real-time for
or repost the information to encourage
Will you respond? As
additional information. alignment, prior to responding
appropriate, determine how we will
respond and content of response.
Yes Yes
Response Guidelines* Relevancy
Transparency Personalize Timeliness Tone Respond to sites /
Disclose BWW No cut & paste Response within 48 Respond in a non- people that influence
affiliation responses hours or less aggressive manner BWW target customers
*FH to take point on the following steps: 1) Evaluate post for response. 2) Draft & post responses as appropriate. 3) Informing appropriate stakeholders of the
post & appropriate next steps.
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72. Your brand is…
…what your customers say it is.
Period.
-- Me
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73. Q&A
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74. Thank you!
Justin Goldsborough
justin.goldsborough@fleishman.com
Twitter: @jgoldsborough
Blog:
www.justincaseyouwerewondering.com
LinkedIn:
http://www.linkedin.com/in/justingolds
borough
816.512.2236
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