future talk what happens when your entire company becomes social
DESCRIPTION
Every company wants to be more social - and spending lots of dollars to do so. Unfortunately they are underutilizing the most important and influential tool they already have -- a ton of enthusiastic employees. If a company is truly going to be effective with social, cultural & organizational changes will be necessary. Let’s talk about ways to empower and activate your workforce.TRANSCRIPT
@marcusnelson #smss
marcus nelsonCEO / founder
Future Talk: What happens when your entire company becomes social?
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o hai.
@marcusnelsonFounder of Addvocate
Former Head of Social Media at Salesforce.com
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Companies Using Social For Marketing
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57% 72% 81% 88% 91% 92%2009 2010 2011 2012 2013 2014Percent of Companies Using Social Channels
Source: http://www.emarketer.com/Article.aspx?R=1009273
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93% Of U.S. Corporates Will Use Facebook, Twitter, YouTube For Social Marketing By 2014. #FutureTalk #smss
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66%of online adults use social networking sites.
As of February 2012
Lots Of People
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http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx
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900Mfacebook users worldwide
Social Is Big
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Companies Are Spending Big Money
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$5.20 $7.72 $10.24 $11.87
2011 2012 2013 2014$Billion Spent on Ads
http://www.emarketer.com/Article.aspx?R=1008862
BillionBillion
Billion Billion
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#SocialProblem #1 People are not target markets.They are just People. #FutureTalk #smss
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How many page areyou personally a ‘fan’ of?
Average: 5-20
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How many times have yourevisited those pages?
Average: 0-2
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#SocialProblem #2 96% of People never return to your #Facebook brand page. #FutureTalk #smss @pagelever
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I know what you’re thinking to yourself…
crap12
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Now What?13
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You must engage your audience.
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#SocialProblem #3 90% of comments & likes comefrom newsfeeds #FutureTalk #smss @pagelever
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You say to yourself...
“But we don’t have enough staff”
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You Have An Incentivized Workforce
Workers want to talk about their company, only...
1. They don't know what to say.2. They're afraid to say the wrong thing.
So, they do nothing.
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Customers WANT to Talk to Employees
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http://trust.edelman.com/
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Social Media is People
Charlton Heston would have
known all along
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#SocialProblem #4 If your #socialmedia needs a strategy, you’re doing it wrong. #FutureTalk #smss
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Ready. Set. Go.
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Determine Objectives First
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Share of Voice
# of MVPs
Awards Won
Engagement Coverage
Video Views
Subscribers
Posts & Comments
Facebook Engagement
Score
Sentiment
# of Employees Trained
# of Influencers Engaged
Audit Score
Downloads
Attendees
Quality of Engagement
Share of Conversation
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Build Social Proficiency Among Employees
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http://en.community.dell.com/dell-blogs/direct2dell/b/direct2dell/archive/2012/04/23/dell-engaging-channel-partners-with-new-social-media-training-campaign.aspx
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Create Collaboration Infrastructure
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Gamify Employees’ Participation In Social
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http://newyork.kred.com/
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Establish Social Media Guidelines
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salesforce.com/socialmediapolicy
What’s in bounds?
What’s out of bounds?
Who to escalate things to?
public facing youtube video
Every Employee is responsible for reading and adhering to the rules.
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Create Crisis Decision Tree
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Operationalize Content & Distribution
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SocialROI Send via their personal
social channels
Employees select content they wish to send
Company selects which content to suggest
Content distributedvia Addvocate
Addvocate measures & ranks reactions from public
1.
2. 3.
4.
5.
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Bonus Content Tip
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#Content is King,#Marketing is Queen,and your Blog is their Castle. #smss