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Steve Hall SWAT Summit Last Word Presentation

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Steve Hall
Steve Hall

The document discusses various strategies for brands to engage with social media and online conversations in a positive way. It recommends appointing a "conversation department" to listen to online discussions, clarify information, and represent the brand without trying to control the conversation. It also emphasizes adding value to communities, avoiding false identities, and envisioning the social web as an interactive space for shared knowledge rather than a one-way channel.

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The Last Word Steve Hall Adrants
Dancing http://www.vimeo.com/1211060?pg=embed&sec=1211060
Adopt Versus Create Identify previously existing opportunities Evaluate for appropriateness Reach out and partner Cross your fingers And, hopefully, watch your sales increase (which Stride Gums did)
Lites Carson Williams Electrical Engineer Deerfield Township, Ohio 25,000 lights Trans-Siberian Orchestra's "Wizards in Winter" FM transmitter
Lites http://www.rocketboom.com/video/extra/unknown/house_lightsx.mov http:// www.youtube.com/watch?v =Eq43grUtmLM
Not the only method. Worth considering
Its Easy (Mostly) Stride Miller Lites Verizons Twittering Teddy Samsung Instinct on Twitter Personalize (Dexter) Deep Focus CEO Twitter auction to Metacafe Busted Tees Facebook Application Create your own social network DIY Network Blog Cabin Dumb Luck
Its Easy (To Get Confused)
Its Easy (To Screw Up Too) Fake blogs (Walmart, Coke Zero, Sony) "yo where all u hatas com from... juz cuz you aint feelin the flow of PSP dun mean its sum mad faek website or summ... youall be trippin." Second Life (multiple disasters) Unattended Facebook, MySpace Profiles
Its Easy (To Be An Idiot) Coke paying for blogging is no different than Coke paying 'Street Teams' to sample product. Both groups are paid for conveying a new and/or positive message about the product. Paid bloggers can be viewed as the online form of 'Street Teams'...you just can't see them live! - Adrants commenter is reaction to Coke i9 blogging effort. http://www.adrants.com/2008/07/cokes-i9-blogger-outreach-program.php
Online, Brands Never Had Control "The Internet interprets censorship as damage and routes around it." -- John Gilmore, 1993. From day one, the notion of control was doomed Cant control but can listen, learn, participate, converse
The Conversation Department Dedicated person or persons Mission: Join. Converse. Clarify Identify relevant conversations online Familiarize oneself with the subject matter Represent the company in these conversations Identify action items from the conversations Distill information from conversations Share action items and information with appropriate parties (from Tom Hespos blog post) At all costs, avoid the urge to control
Social Networking Credo "As a participant, I will add value to my community. I will not assume a false identity or post under a false name. I will not pretend to be something other than what I am. Dave Evans, Digital Voodoo, Author, Social Media: An Hour a Day Really. Its that simple
Envisioning The (Social) Web "I had (and still have) a dream that the web could be less of a television channel and more of an interactive sea of shared knowledge. I imagine it immersing us as a warm, friendly environment made of the things we and our friends have seen, heard, believe or have figured out. I would like it to bring our friends and colleagues closer, in that by working on this knowledge together we can come to better understandings." --Tim Berners Lee, 1995
油
Thank You Steve Hall [email_address]

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Steve Hall SWAT Summit Last Word Presentation

  • 1. The Last Word Steve Hall Adrants
  • 3. Adopt Versus Create Identify previously existing opportunities Evaluate for appropriateness Reach out and partner Cross your fingers And, hopefully, watch your sales increase (which Stride Gums did)
  • 4. Lites Carson Williams Electrical Engineer Deerfield Township, Ohio 25,000 lights Trans-Siberian Orchestra's "Wizards in Winter" FM transmitter
  • 6. Not the only method. Worth considering
  • 7. Its Easy (Mostly) Stride Miller Lites Verizons Twittering Teddy Samsung Instinct on Twitter Personalize (Dexter) Deep Focus CEO Twitter auction to Metacafe Busted Tees Facebook Application Create your own social network DIY Network Blog Cabin Dumb Luck
  • 8. Its Easy (To Get Confused)
  • 9. Its Easy (To Screw Up Too) Fake blogs (Walmart, Coke Zero, Sony) "yo where all u hatas com from... juz cuz you aint feelin the flow of PSP dun mean its sum mad faek website or summ... youall be trippin." Second Life (multiple disasters) Unattended Facebook, MySpace Profiles
  • 10. Its Easy (To Be An Idiot) Coke paying for blogging is no different than Coke paying 'Street Teams' to sample product. Both groups are paid for conveying a new and/or positive message about the product. Paid bloggers can be viewed as the online form of 'Street Teams'...you just can't see them live! - Adrants commenter is reaction to Coke i9 blogging effort. http://www.adrants.com/2008/07/cokes-i9-blogger-outreach-program.php
  • 11. Online, Brands Never Had Control "The Internet interprets censorship as damage and routes around it." -- John Gilmore, 1993. From day one, the notion of control was doomed Cant control but can listen, learn, participate, converse
  • 12. The Conversation Department Dedicated person or persons Mission: Join. Converse. Clarify Identify relevant conversations online Familiarize oneself with the subject matter Represent the company in these conversations Identify action items from the conversations Distill information from conversations Share action items and information with appropriate parties (from Tom Hespos blog post) At all costs, avoid the urge to control
  • 13. Social Networking Credo "As a participant, I will add value to my community. I will not assume a false identity or post under a false name. I will not pretend to be something other than what I am. Dave Evans, Digital Voodoo, Author, Social Media: An Hour a Day Really. Its that simple
  • 14. Envisioning The (Social) Web "I had (and still have) a dream that the web could be less of a television channel and more of an interactive sea of shared knowledge. I imagine it immersing us as a warm, friendly environment made of the things we and our friends have seen, heard, believe or have figured out. I would like it to bring our friends and colleagues closer, in that by working on this knowledge together we can come to better understandings." --Tim Berners Lee, 1995
  • 15. 油
  • 16. Thank You Steve Hall [email_address]