In this session we will look at the people, tools and strategies you need to get your company on board and on track with social media today, including: 1. Why social media? 2. Who should be involved? 3. What is the benefit for each stakeholder? 4. What are the objectives of each stakeholder? 5. Where do you start? 6. How is a social media strategy formed? 7. What can you do to avoid failure? 8. How can you measure success? As a bonus, you can download a side-by-side feature comparison of several social media vendor solutions (listening platforms, reporting and analysis) that can be used to compare potential solutions for your own company. Whether you’re a small or large business, you’ll leave with first steps to successfully getting involved in social networks.

1. Transform Your Company from Wallflower to Social Media Butterfly The people, tools, and strategies you need to provide the underlying groundwork for long term successful social media execution Laura Lippay Dir. Technical Marketing, Yahoo! Inc @lauralippay YAHOO! CONFIDENTIAL

3. Why should my company be involved in social media ?

4. Social networking online is like social networking offline

5. People are talking about you .

6. You walk into a room of people talking. You want to become part of this group. What do you do?

7. But SO many big brands are socially awkward. And they’re paying for it. VERY PUBLICALLY.

8. United Airlines breaks guitars

9. United Airlines breaks guitars

10. Who should be involved in social media at my company?

13. how do I set up the groundwork for successful long term social media engagement?

14. Example of how Yahoo is currently setting up the groundwork

19. NetBase MarketScout: Brand sentiment broken down by demographic

20. Dow Jones: People favorability (sentiment) comparison

21. Dow Jones: People share of voice comparison

25. Nielsen BuzzMetrics Topic volume comparisons

26. Nielsen BuzzMetrics: Tracking YSM sentiment before and after feature launch

27. TruCast Dashboard

29. It’s * important * to note, that just like in real world, live person communities…

30. … the time and resource you put into engaging with your community will determine your success

33. what are the avoidances I need to know so I don’t fail? Eliminate random acts of Social Networking: Make sure you understand where to engage, who to engage with, what your message and goals are, and how you will manage efforts full time, before you enter into social networks

34. what are the avoidances I need to know so I don’t fail? Push = Shove Hooking up an RSS feed to a Twitter account is Push Marketing (so Web 1.0), not Social Networking. Compare it to walking into a room and blurting out to everyone over and over again that you sell hammers. No fun. Engage with communities, don’t push your agendas on them.

35. what are the avoidances I need to know so I don’t fail? Avoid becoming another Social Media FAIL story Be sure to monitor negative sentiment trends about your company assets to squash fires before they spread

36. what are the avoidances I need to know so I don’t fail? Don’t just hand over efforts to whoever is available Make sure to put the right person in charge of your social media engagements – someone who attracts people to them for their contributions, insights, and engagement in the community.

37. thank you . @lauralippay