making the connection with social media
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Making the Connection Through Social Media!
Created for the Economic Development Association of British Columbia!By: Kemp Edmonds!
available now: j.mp/edabckemp!!
#BCEconSummit
Agenda
• Introduction!• Social Media by the numbers!• What’s the Endgame?!• The HootSuite Social Organization!• Managing the Balancing Act!• Q&A!
#BCEconSummit
Choose your own Adventure
• Pakistan’s First Social Media Company!• Chief Technology Officer, NASA!• Expert Legal Witness Facebook Labour Case!
What are people in BC using?
Of BC Adults logging in at least once/week. Study by Insights West. Image by 6s Marketing, April 2013
People in BC use Facebook...
Study by Insights West sponsored by 6s Marketing, April 2013
0% 20% 40% 60% 80% 100%
18-‐29
30-‐39
40-‐54
55+
Ever!Weekly!Daily!
Adults Using Social Networks!
Use Social Networks!
Do Not Use Social Networks!
Source: US Pew Internet Research, April, 2013
40% Do Not use Social Networks
Politically Engaged Social Network Users!
Not Engaged!Engaged!
Source: US Pew Internet Research, April, 2013
66% of those that do are Politically Engaged
Important Questions
• Is your website ready to receive and convert?!• Do you have positive testimonials?!• Do you have a blog?!• Respond to emails? Answer the phone?!• Are you listening? Listening comes first.!!!“Social Media often comes last and should.”!
MARKETING!
SUPPORT!SALES!
HR!
C-SUITE!
R&D!IT!
Strategy/Goals!Social Policy!Workflows!
Compliance!
Foundations!Security!
Social Analytics!Access: Web/Mobile!
HootSuite Social Organization
Strategy/Goals!Social Policy!Workflows!
Compliance!
Foundations!Security!
Social Analytics!Access: Web/Mobile!
MARKETING!
SUPPORT!SALES!
HR!
C-SUITE!
R&D!IT!
C-SUITE!
SUPPORT!
HR!
R&D!IT!
MARKETING!
SALES!Strategy/Goals!Social Policy!Workflows!
Compliance!
Foundations!Security!
Social Analytics!Access: Web/Mobile!
C-SUITE!
SUPPORT!
HR!
R&D!IT!
MARKETING!
SALES! CRM!
MAR
KETI
NG
AU
TOM
ATIO
N!
WEBANALYTICS!
CU
STOM
ER SERVIC
E PLATFO
RM!
Strategy/Goals!Social Policy!Workflows!
Compliance!
Foundations!Security!
Social Analytics!Access: Web/Mobile!
THOUGHT LEADERSHIP!
EXECUTIVE PROFILES!
C-SUITE!
CRM!
WEBANALYTICS!
SUPPORT!
HR!
R&D!IT!
MARKETING!
SALES!
TECH LEADERSHIP!
INFLUENCER COMMUNITY!
MAR
KETI
NG
AU
TOM
ATIO
N!
CU
STOM
ER SERVIC
E PLATFO
RM!
WEBSITES!DEM
AND
G
ENER
ATIO
N!
PERSO
NAL AC
CO
UN
TS!PER
SON
AL C
OR
OPO
RAT
E AC
CO
UN
TS!
INTER
NAL SO
CIAL
NETW
OR
KS!IN
TER
NAL
SO
CIA
L
NET
WO
RKS
!
Strategy/Goals!Social Policy!Workflows!
Compliance!
Foundations!Security!
Social Analytics!Access: Web/Mobile!
Controlled Empowerment
• Strategy!• Goals!• Policy!• Workflow!• Security + Compliance!• Analytics!• Training!
• Goal!
• Objective!!• Measures!!• Tactics!
Be Integral to the Community!
Raise!Awareness!
% increase in Twitter Mentions!
% increase in Social Mentions!
Website traffic from social sites!
A Social Marketing Example
Policy: Start smart and simple
1. Be responsible.!2. Follow the rules.!3. Be transparent.!4. Take ownership.!5. Respect your audience and colleagues.!6. Add value.!7. Protect the brand.!8. Be accurate.!9. Do not reveal secrets.!10. Do not forget your day job.!
Source: infopost.ca/en/social-media-employee-policy/
• Goal!
• Objective!!• Measures!!• Tactics!
Be Integral to the Community!
Raise!Awareness!
% increase in Twitter Mentions!
% increase in Social Mentions!
Website traffic from social sites!
A Social Marketing Example
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