This is a great session with Laura Chavoen.

1.objectives (very broad) ( Vision. Smart)
2.audience (who is this for?) (metrics, surveys, demo, psycho, techo)
3.strategy (how are you going to accomplish this)? (integration, sucess metrics, support)

– LISTEN (not optional anymore)

4.tactics (what your going to employ to accomplish your goals). (voice, media channel, metrics)

Laura pointed out how all 4 steps need to be intergrated.

Note: I had an idea to measure the change on behavior from a social media program.

Tactics
Jetblue has created a lot of hashtags to augment their marketing and listening.

Energize – Little Debbie, Obama- consistant and broad messaging.

Embrasing – Threadless and NetFlix

The only thing more popular with Social Media is questioning it?

Every generation is consuming social media, but in different ways ( Forrester).

SideWiki- the whole web is now Social.

Note: the Sidewiki effect is being overhyped, most of the comments people leave don’t appear to be showing up yet. I don’t know if this will be the case a year from now, but that’s the case now. Remember Google Search Wiki? A lot of people complained last year (I cheered it) yet, a year later, it hasn’t had much of an effect on Search or Social Media – so I’m going to stay on the fense for this one.

Note: I like Laura Chavron’s presentation, but …it’s the last part with the Social Media ROI Calculator, I like the best, and if she had not added this part, I would feel the rest was a little overhype, but with the specifics, she strikes just the right note.

The last session with Lee Odden was fantastic, it dealt with the intersection of SEO and Social Media – unfortanely, I lost it while trying to upload it from my iPhone.

The main point is there needs to needs to be two keyword lists, the SEO list and the SOCIAL MEDIA keyword list.

And, Wordmaps are Social Media keyword research tools. Also, editorial strategy and schedule is very important.

Lee gave a lot of great points on optimizing Facebook and Linkedin pages.

There’s so many people here that WiFi and 3G, Edge networks are Maxed Out.

Jackie Huba talks about the 1% of creators who opulate 99% of online content- the 1 percenters – a motercycle gang.

One percent rule – citizen marketers, about 1 percent created content and maybe 10% interact with the content, yet the content benifits the entire community. Because only 1 percent create content, they need to be watched more closely.

And now, with all the possibilities to create content via mobile, via YouTube, Facebook, Twitter, Social Networks. It’s also more important to pay attention to word of mouth, it was always important, but now, more important.

Jackie brings up the net promoter score and shows the correlation to higher sales. She brings up evangelism and fans with people who are enthusatic (next highest form of loyality) and the highest form (ownership).

Note: I think it would great if we could find a measure of demonstrated ownership using Radian6, Crimson Hexagon, Alterian/Techrigy/SM2.

Jackie brings up the Dominos story and with the growing use of Twitter, YouTube, Social Network that make it easier and easier to have the viral network spread amplified by mainstream media who will pick up on what people are talking about.

As soon as the Domino’s hoax came out, Domino’s responded effectively, but they didn’t have many outlets till then. But now, you can’t afford to wait even minutes, and need to monitor weekends, as a lot of this stuff happens on weekends.

Jackie Huba brings up the Motrin Moms #motrinmoms and when the 1 percenters create content, they generally don’t care what anyone thinks. Due the immediate response from 1 percenters the entire campaign was pulled from all it’s channels. And maybe MSM forgets, but Google doesn’t.

Note: Jackie points out something that is not entirely correct – Twitter only shows the last 10 days of data, and while the perception is immortality of data is a given, but in many cases, there are holes in that perception, more than you think.

Bacon Salt – story of a small brand that produce Bacon Salt and Baconaise… They used Social Media (Oprah) to get attention- they went from being unknown to the holy Grail of marketing. Bacon Lube….ugh.

Jackie points out people spread the message. Jackie Huba mentions Fiscars and scrapbooking (Fiscars required a few evanglists to promote the art of Scrap Booking) – Fiscateers – with custom scissors… This wasn’t a social media campaign, yet it incorporated Social Media. The agency who created this is Brands On Fire.

Stores that have Fiscateers involved have 3x the sales of Fiscars product than those that don’t – which makes sense.

Social Media is about people, it’s about participation and include offline events.

Three points
1. Listen and Respond
2. Use “Attraction Strategies” – make what ever you do “spreadable”
3. Citizen participation

Great session- she’s a good speaker and worked the room well.

Btw, typed this post with one finger on my iPhone, forgive my spelling, grammer lapses and lack of hyperlinks.

I’m in Minneapolis to speak and attend the MIMA Summit 09 and here’s what I’ll see and what I think, beforehand (I’ll let you know if anything new and unexpected comes up) afterwards.  It’ll be interesting if I can cover the what I expect to hear, and see how much of it is different.

In the morning Jackie Huba will be speaking about user generated content which is ranking higher in search engines than corporate content for a brand (no surprise here, corporate content is often pretty poor for SEO).  Just met Jackie briefly tonight at the pre-reception party – didn’t ask what she’s actually going to speak to – we’ll find out in the morning.

The next session I plan to attend is The Intersection of SEO and Social Media with Lee Odden.  While Jackie Huba states that content people create naturally will often be better ranked in search engines, Lee will probably arugue that useful social content (blog, video, images, audio and applications) that isn’t set up so it can be discovered via search is a lost opportunity to reach audiences that are looking for that content.

In Creating a Social Media Roadmap, Laura Chavoen, Executive Vice President, Strategy, Imagination (Chicago, IL) she’ll explain how to gain the trust and support of your entire company to implement Social Media strategies the  right way.  I’m actually more interested in Laura’s case studies (I’m guessing Ford will be one of the case studies.

Seth Godin will appear for the second keynote of the day (I’m wondering what he’ll speak to – will he talk about his Brands held Hostage service that launched about 2 weeks ago?) and then I’ll go to the The Science Behind the “Social” in Social Media where Will Evans, Director, Experience Design, Twin Technologies (Washington, DC) talks about strategy and design patterns in social media site architecture and their impact on human behavior, giving us a framework to tackle the design and implement our own social networks.

Next, I won’t be going to anyone else’s session at 3:30 PM as I’ll be on panel speaking about Storytelling: Actionable Insight from Analytics where I’ll speak to extending analytics to web 2.0 and emerging technologies – it’ll also be about Web Analytics, past, present and future.

I’m not sure what happens after that – but the presentation part of the conference is over afterwards.

Interestingly, MIMA Summit 09 is sold out.