Steve Glynn : Spreenkler

Creative

The Push And The Pull : Social Media Strategy

Seminar
November 4, 2009
Objectives

Today you will...

•Learn

•Share

•Act

•Laugh
Who Am I?

Circa 1984.
 Who Am I?

State-of-the-
art
electronics?
No. Excited
about
LEGOs.
Huge fan of
Pac-Man.
Who Am I?

Skype
meeting.

Projector.
Mac.
What Do I Do?

Ideas Powered By College

Students

•Hire
talented design, advertising,
marketing and technology students.

•Take on real projects with real companies

to equip students with real experience.

•Accelerate business creativity and

innovation in design and social media.

•$120,000 WIRED grant recipient to train

and retain college students.
What Do I Do?

Passion For What We Do

• Brand Rehydration

• Graphic/Web/Social Design

•Interactive/Web Development

•SocialMedia
Research/Strategy/Execution

•Mobile Applications

•Event/Grassroots Marketing
Today You’re Learning From Some
Of The Best And Brightest In Social
Media.
And then, there’s me.
Today’s Discussion

social sites

social tools

social
companies
 Fusion41 Social Media
Campaign Pits 2010 Ford
Fusion Owners Against Each
Other!
Best Buy Goes All Crazy With
@Twelpforce!
Social Media Becomes Decisive
Advantage In The Revolutionary
War!
I know, you’re a bit skeptical.
Major Challenges In Revolutionary War

• Disorganization (tends to happen with rebels)

• Timely, Consistent Communication (strategy,

activity, planning)

• Simultaneous, Ongoing Events (meetings, battles)

• Human Resources (recruiting, training)

• Geography (where things are happening)

Aren’t these challenges
common to every
organization?
Great First Steps To Get Organized

Bost
on
Tea
Part
y
RSV
P Bo
4
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Organiz on 6
ation of Ha
those rb Y
e
whoFirst or s
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tine
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death
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ntal
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Con
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British.Ph 3
gres
s; ila 3
Dec de
lara lp Y
e
tion hi s
and a
Res
olve
s
RSV
P
Now

People will gravitate to tools

that help them become
more efficient.
Great First Steps To Communicate

Twitter changes everything by

allowing massive real-time,
public communication.
 On The Verge Of Chaos?
She
ppar
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b:
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teme
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onP
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of
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e
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• #warsucks
n
d Washington
OH:
d.
• George
shots
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sults betw
shot
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• Redcoats
Con
for shots fired
een
s
war
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teme
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• #draft
shot
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• Continental Congress
s
and
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• #continentals
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and
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?
ans
ng
PLS
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ugly.
RT!
the
http:/
Without leadership, strategy and direction, social
call!
/twit
WO
media tools can create ambiguous, random
pic.c
OT!
om/4 communication. And anxiety!
http://tinyurl.com/revwar
MEn
Luckily, There’s George!
Leadership Needed To Set Strategy

INTERNAL: Local Militias

•Little training

• Preferred to stay near home

• Lightly armed, no uniforms

•High rate of turnover

Leadership Needed To Set Strategy

EXTERNAL: Communication

•Soldiers in the field

•Colonists in the field

•Overseas allies
Leadership Needed To Set Strategy

George provided
experience and
sought input from
those who could
recommend the right
tools to use.
Leadership Needed To Set Strategy

What steps did he take?

1.Defined his audiences.

2.Defined his messages.

3.Researched social platforms

(listened).

4.Determined which social platforms

fit.

5.Resolved to experiment, learn,

repeat.
Leadership Needed To Set Strategy

INTERNAL: Local Militia

Podcasts: Wiki: store training

distribute training knowledge
knowledge

Yammer: Basecamp: organize

efficient, teams and projects
actionable,
private
Google apps: LinkedIn: identify and
collaborate, distribute, recruit talent
repeat
Leadership Needed To Set Strategy

INTERNAL: Local Militia

SocialRuler, Shoutlet,
Hootsuite
Leadership Needed To Set Strategy

EXTERNAL: Engage Passionate

Audience
CROWD SOURCING FIELD / ALLIES

Keywords, GPS (photo location

#tags and formation of
Custom apps British troops)
Then Came Benedict Arnold!

Motivated by greed,
fame, fortune. And
rumors he was
developing an app to
rival Twitter!
Arnold Delivers Social Media To British!
Arnold Delivers Social Media To British!

Leadership Doesn’t Get It!

1.It’s a waste of time. We’re too
busy.

2.It’s for kids.

3.We don’t have anything worthy to

say.

4.It’s risky. Someone might say

something bad about us.

5.It’s a trend that will go away.

It’s A Waste Of Time, We’re Too Busy.
It’s For Kids.
It’s For Kids.
We Don’t Have Anything Worthy To Say.

Do you even know what

your audience would like
to hear?
It’s Risky. Someone Might Say
Something Bad About Us.

Or they might help you create

awareness and promote your
brand.
It’s Risky. Someone Might Say
Something Bad About Us.

Or it might help you build

stronger relationships with
stakeholders.
It’s A Trend That Will Go Away.

OMG! People are Tweeting after

sex?!
British Surrender!
Conclusions

How did George do?

•Used public apps, could have
developed his own based on unique
needs.

•Enterprise social platforms allow for

faster sharing, centers of expertise
and critical business needs.

•Have policy in place to address

when a Benedict Arnold decides to
publicly share something that could
harm your brand.
War Artifacts On ebay
 One last thing.
http://wiki.kenburbary.com
 Thank You!

Steve Glynn
262-353-6562 | steve@spreenkler.com | @spreenkler