social media boot camp kuala lumpur malaysia november 2014
Post on 07-Jul-2015
396 Views
Preview:
DESCRIPTION
TRANSCRIPT
The Social Media Boot CampWith Shane Gibson
@shanegibson
#GetSociable
Knowledge& Literacy
IntegratedStrategy
Process& Systems
Social DNA& Culture
The Socialized Leader4 Pillars of Digital Leadership
You Can’t Build a Plan Without a Map
Pillar 1: Knowledge & Literacy
• The state of the social media and social networking landscape
• The big 8 networks and key emerging networks and technology
• The mobile consumer and decision maker
Is being a social leader or organization
a nice to have, or vital to success?
“Saying you don’t believe in social media is like saying you don’t
believe in the internet.” - @garyvee
“There are no more marketing gurus – just customers with megaphones”
“Sales is about creating an environment where an act of
faith can take place.”
McKinsey Global Institute Study…
Owned?
Earned?
Paid?
Build Your
Media Asset
1.4Billion
187 Million Active
500 million updates/day
3Billion Views/Day1 Billion Mobile Views
• 540 Million Active Users• 5 million + Buttons clicked per day
200 Million/mo
1.5 Million in Thailand
50 million new users in the last 6 months
40 Million Unique
80% Female
1st Time Buyers
Social referral value in e-commerce (Fast Company)
$68.78
$80.22
$179.36
Engagement Islands
Marketing Ecosystem
Pillar 2 & 3 Integrated Strategy
& Management• Key Social Principles
• Best Practices on platforms
• Social Media Management Tools
• Social Selling
• Responding to Crisis
• Social Media Plans and Templates
“If you think you are a leader and no one is
following you...
You’re actually just going for a walk“
(Arabic Proverb)
“It’s not about B2B or B2C it is really about
person to person.”
The Reverse Drip
Rules of Engagement
#1 Stop pitching and start connecting
#2 Doers win in the game of social media
#3 It’s not about you
#4 Be fearless in your contribution to community
#5 Don’t be a social spammer, engage
#6 Be authentic
#7 Be consistent
#8 Amplify through community
Nano-markets
George Moen – CEO, Blenz Coffee
Get Sociable!
More Filters and Stops• Less automation in Twitter
• Tougher rules on LinkedIn and Facebook
• Following limits on Instagram
• Google updates their Algorithm and upsets the world
Community Leaders are Vital
Influence Teams
“Tell stories because stories aren’t boring.”- Jay Levinson
Twitter• Profile fundamentals
• Expanding reach
• Increasing engagement
• Your system and formula
Formula
1. Morning Quote
2. Post Content
3. Post Some Tips
4. Retweet
5. Thank and Follow
6. Help Someone
7. Get Social
8. Connect with Influencers
Formula
Facebook• New challenges
• Increasing reach
• Increasing engagement
• Customizing
• Sponsored Posts versus Ads
What gets lift?
Posts and Contests
Engaging Posts - Quizzes
In the Community
Memes / Pop-Culture
Sponsored Posts
Get Sociable!
Get Visual - Images
Offerpop.com
Offerpop.com• Fangated Coupons
• Refer-a-friend Contests
• Photo contests
• Tug-of-war
• Video contests
• Caption contests
• Twitter deals
Example: A Simple and Trackable Contest Code/Deal of the Week
• simple to execute
• brings people through the door
• can schedule weekly or use as a means of moving food inventory
• track using Micros or Squirrel
• supplement with promoted posts
• post across all social platforms, or use to drive traffic to particular outpost
LinkedIn is a lot like the gym
Incomplete Profile =Networking like this guy:
Business Pages
• How to start
• Adding Products and Services
• Daily Content
Adding Connections
1. People you really know
2. People you sort-of know
3. People you don’t know
4. Only group one can be “blanket” added
5. For 2&3 customize and personalize
Summary
• LinkedIn works if you work it
• But your best foot forward
• It’s about business – have a business page
• Connect daily with people
Who blogs anyway?
Blogging
• Blogging’s role in social media communications
• What to blog about
• How to build traffic and subscribers
What to blog about?
• Frequently Asked Questions (List 20)
• New developments (cool factor, fun, innovative, community focused, news)
• Events on-site or in the community
• Your take on local news
• Your take on mining news and events
What to blog about?• Video (Yours and Others)
• Twitter stream on a topic
• Guest bloggers (experts, influencers, key staff)
• Interviews via email, video, skype etc.
• Top 10 and list posts
• Transcribe Audio/Video
Building reader base• Post content links (and partial posts) on social
networks
• Have an email subscription option
• Notify customers and existing newsletter subscribers – use newsletter as a digest
• Reciprocal guest blogging
• Link from all other networks
• Put it in print
✘Marketing materials and brochure ware
✘Endless event announcements with no added value
✘Cut and paste corporate announcements and press releases
✘Product and service pitches
✘No comments or heavy moderation
✘Not a personal voice
Corporate Blogging Errors
Video• Can be faster to produce than text
• Humanizes the message
• Easy to distribute and repurpose
• Additional SEO benefits
• Smartphones make it mobile and instant
• Increases conversions
• Increases visitor stays
Types of ROI1. Reputation
2. Risk Reduction
3. Client Retention
4. Efficiency
5. Business Intelligence
6. Differentiation
7. Brand Association
8. PR & Exposure
9. Immediate Revenue
10.Long-Term Revenue
ROI Continued11.Supplier Capacity
Building
12.Perception Shifting
13.More & Better Recruits
14.Innovation
15.Client Education
16.Staff Capacity Building
17.Network Growth
18.Opportunity Creation
19.Job Satisfaction
20.Trust Building
Listening
Business Intelligence• Search.Twitter.com
• Google Alerts, Mention.net, talkwalker.com
• Facebook Search
• Tweetreach.com
• Radian6
• Nimble Anywhere
• Linkedin Search
• Customer/Community blogs and social networks
• Competitor/Industry news, blogs, and social networks
• Google Analytics
Blog.suggestionbox.com
Real-Time Feedback
Score Keeping?
Stakeholder Spotting
Twitter Search (Local)
Intel/Data
Facebook Search
Social Selling CRMSCRM
SocialemailValues
PreferencesData
RelationshipHistoryBusiness
IntelPersonal
Intel360 view
SCRM
Hootsuite
Can we just not do it?
Get in the game
Boeing
Mediadecoder.com:“Like many large companies we do not
accept unsolicited ideas. Experience showed that most ideas had already been considered by our engineers and that there can be unintended consequences to simply accepting these ideas. The time, cost and risk involved in processing them, therefore, were not justified by the benefits gained.” - Boeing
How to Win1. Align with Program and Community Goals2. Identify Your Your Nano-tribes3. Pick the Right Platforms4. Map out Social Media Policy & Educate5. Map out Your Plan6. Implement Listening and Engagement
Strategy7. Create focused content/conversations 8. Scale through community and influencer
relationship building
Pillar 4 Social DNABecoming a Social Business
• Social Media Policy
• Social Staff
• Breaking Down Silos
• Getting Social With Each Other
• Social Media Education & Sharing
• Failing Forward
AltimeterGroup.com
Social Media Policy
• Protects:
• Your Brand
• Customer, Investors & Community
• The Employee
Policy• Safety
• Privacy
• Proprietary
• Process
• Etiquette
• Engagement
It Belongs to Everyone
#BDLife
Social Media Education
• List necessary competencies per position (Tools, strategy, technology)
• Form best practices groups and set-up education days
• Customized training
• Public courses
• Online resources
Online Quicklist• Problogger.net
• Closingbigger.net
• Marketingprofs.com
• Lynda.com
• Hootsuite University
• Mashable
“After accruing the initial 120 participants and an additional 144 engaged influencers, the word of mouth power kicked in, as those individuals, proud to have “earned” such special treatment, generated more than 4,600 tweets about the new route. This, in turn, led to more than 7.4 million impressions and coverage in top blogs and news outlets like the L.A. Times and CNN Money. And all it took was making those original 120 participants feel special.”
Porter Gale – VP Marketing, Virgin
Insurance Guerrillas
#BnNArmy with @WizardWorld
Scott Heiferman
@cforbesoklahoma
@cforbesoklahoma
Finding Influencers• Local Niche Bloggers
• Journalists
• Meetup.com Organizers
• Back-links to local competitor or topic specific sites
• Use Klout and Tweetreach
• Survey existing customers
Pepsi Cultural Calendars
• Demographic’s entertainment events
• Community events
• Significant milestones
• Own a #tag in your community
Launch Plan1. Identify Your Goal
2. Identify Your Target Audience and your Nanomarkets
3. Pick the Right Platforms
4. Map out Social Etiquette and Policy
5. Implement Listening and Engagement Strategy
6. Know Core Pains, Dreams, and Goals
7. Uniquely Communicate Solutions Mixing Marketing and Community
8. Leverage through Influencers
Marketing is an experiment.
Get Sociable!
top related