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PROMO Live, 2007 – Social Media: Evolution to Execution

The Lines Have Blurred. We’re All Marketers.

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PROMO Live, 2007 – Social Media: Evolution to Execution

But “Professional” Marketers Have An Image Problem

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PROMO Live, 2007 – Social Media: Evolution to Execution

The Root Cause of the Problem

Addiction To Bright + Shiny Objects

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PROMO Live, 2007 – Social Media: Evolution to Execution

“Web 2.0” Is The Mother of all Bright + Shiny Objects

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PROMO Live, 2007 – Social Media: Evolution to Execution

Symptoms Of B.S.O.S. (Bright + Shiny Object Syndrome)

-A soft spot for buzzwords

-A disposition to regurgitate the latest buzzwords you just overheard

-An insatiable desire to sell “the latest thing” to clients

-A tendency to believe the hype, without investigating for yourself

-A tendency to dismiss without investigating for yourself

-Excess use of the word “viral” viral…viral…viral.. viral…

-Lack of interest in research or first hand experience

-Total disregard for customer, brand or business needs

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PROMO Live, 2007 – Social Media: Evolution to Execution

Prognosis: Inability To Effectively Guide Clients

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PROMO Live, 2007 – Social Media: Evolution to Execution

Rx: Empathy. Understanding. Openness.

Doing Our Homework(3rd party research, reports, etc.)

Talking + Walking With People(ethnography, observation, etc.)

Sharing What We Know(connectivity, shared experiences + knowledge)

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Learning By Doing(experimentation, usage, adoption)

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PROMO Live, 2007 – Social Media: Evolution to Execution

10 Questions For The Agency Executive

1. Do you read blogs? Which ones?

2. Do you have a personal blog? What's it about?

3. Do you participate in at least one social network? Which one?

4. Have you ever uploaded a video online? What did you use to do it?

5. What's your favorite search engine. Why?

6. Have you ever used an online classified service like craigslist?

7. Besides making phone calls—how else do you use your mobile phone?

8. Have you ever registered a domain name?

9. Do you use social bookmarks or tagging?

10. Do you use a feed reader of some sort? Which one? Why?

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PROMO Live, 2007 – Social Media: Evolution to Execution

Why? Because Marketing Isn’t A Drive Through McMenu

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PROMO Live, 2007 – Social Media: Evolution to Execution

…It’s An Ecosystem