No secrets

You'd think the so-called experts would want to keep their trade secrets, well, secret. In fact, everything you need to know about social media is readily available, free of charge. Talk about transparency.
Aaron Strout, for instance, just posted the outline of a presentation that he'll be giving in a few weeks to a prospective client.
Thought I may as well share the wealth. So, here without further ado, is his post entitled "Getting Started With Social". Enjoy.

1. What social isn’t:
   - One way conversation
   - Just another PR tool
   - Technology
   - A fad
2. What social is:
   - Vehicle for Many-to-many conversations
   - Way to deepen customer relationships and create referrals
   - Great feedback mechanism
   - The phenomenon that happens when you bring content AND conversation together
3. Uses for social within a brand:
   - Customer service (reduce phone/e-mail costs)
   - Marketing/sales (generate leads, deepen loyalty, lengthen customer tenure, increase referrals)
   - Market research (ongoing vs. episodic)
   - Product innovation (co-create w/ your customers)
   - An early warning mechanism (canary in the coal mine)
4. Brands that are doing social well:
   - Zappos (Twitter, blog)
   - H&R Block (Twitter, Facebook)
   - Dell Inc. (Ideastorm, blogs, Twitter)
   - USAA (Facebook, Twitter)
   - Best Buy (Blog, Twitter)
   - American Express (Open Forum community)
   - Allstate (Twitter, blog, Youtube, Facebook)
5. Key considerations:
   - Create a strategy (make sure it ties in with existing business goals)
   - Pick an audience/customer segment
   - Start listening (Google alerts, Twitter Search, Get Satisfaction, Radian6, Cymphony, BuzzGain)
   - Identify executive sponsors (an individual or small committee)
   - Plan to “give before you get”
   - Measure, measure, measure
6. Twitter
   - What is it?
   - How is it different than LinkedIn or Facebook?
   - Why is it gaining momentum?
   - How are companies using it?
   - List of top companies/brands using
   - Best practices (from Tim Walker of Hoovers)
   - Pitfalls
   - Who "mans" the account? Who needs to be involved?
   

As always, additions/subtractions/corrections are welcome.

Photo Credit: Robert Scoble