social media for ceos
DESCRIPTION
Presented to the John Carroll Entrepreneurs Association on March 24, 2010.TRANSCRIPT
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Social Media for CEOs Special Presentation for JCUEA Members
March 24, 2010
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Agenda
1) What is Social Media?
2) Why Does it Matter to Your Business?
3) What Can You Do to Get Started?
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What is Social Media?
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What is Social Media?
• Consumer-generated content. We are all the media, the publishers.
• People trusting the opinions of their peers and collaborating online to help and support each other.
• Consumers choosing when and where to interact with brands. Tuning out of traditional, outbound marketing.
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What is Social Media?
• Social media is about listening, learning, building relationships and bringing value to the communities relevant to your organization.
• Social media is a lifetime commitment to connecting with your audiences (e.g. customers, prospects, peers, partners) in a more authentic and personal way.
• Three phases: Monitor, Participate & Publish
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What is Social Media?
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Social Media by the Numbers
15.2 billion core searches conducted in January 2010
Source: comScore, Inc
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Social Media by the Numbers
U.S Internet users watched 32.4 billion videos in January 2010
Source: comScore, Inc
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Social Media by the Numbers
More than 133,000,000 blogs have been indexed by Technorati since 2002
Source: Technorati
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Social Media by the Numbers
More than 1 billion “tweets” estimated per month
Source: Royal Pingdom
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Social Media by the Numbers
LinkedIn has more than 60 million members in 200+ countries and territories around the world
Source: LinkedIn
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Social Media by the Numbers
More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.)
shared each week on Facebook
Source: Facebook.com
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Social Media by the Numbers • More than 60 million status updates daily
• More than 1.5 million local businesses have active Pages
• More than 20 million people become fans of Pages each day
• Average user spends more than 55 minutes per day on Facebook
• More than 100 million active users access Facebook through their mobile devices
Source: Facebook.com
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Social Media & JCUEA Members
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Social Media & JCUEA Members
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Social Media & JCUEA Members
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Social Media & JCUEA Members
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Social Media & JCUEA Members
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Social Media & JCUEA Members
• 24% reported “quantifiable success” from social media efforts
• 80% do not have a social media policy (9% unsure)
• 61% do not have anyone responsible for social media within the organization (12% unsure)
• 76% do not monitor online conversations/mentions
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Why Does it Matter to Businesses?
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The Facts
• Social media should be an essential component of every organization’s integrated marketing strategy.
• It is irrelevant if you personally use or believe in the value. It’s what matters to your current and future customers, prospects, employees and partners.
• Social media presents an opportunity for company leaders to build strong personal brands that directly impact the organization’s brand and success.
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Social Media & Personal Brands
• What’s important to us. • What we value. • Where we’re going. • What we’re doing. • Who we’re with. • What we buy. • What we think. • What we’re passionate about.
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Social Media Goals
Generate Leads & Build Loyalty
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What Else Can it Do?
Create connections and build relationships.
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What Else Can it Do?
Manage your brand online.
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What Else Can it Do?
Establish professionals as experts, thought leaders and innovators.
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What Else Can it Do?
Grow smarter and faster than your competitors.
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What Else Can it Do?
Strengthen employee recruitment and retention.
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What Else Can it Do?
Reach and engage audiences, specifically younger demographics.
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Who Will You Reach?
• Customers
• Prospects
• Mainstream media (print, broadcast)
• Vendors & Partners
• Peers
• Competitors
• Social media (bloggers, social networkers)
• Job Candidates & Employees
Audience Segments
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Who Will You Reach? Buyer Personas
• What are their goals and aspirations?
• What are their problems?
• What media do they rely on for answers?
• How can you reach them?
• What's important to them?
• What words and phrases do they use?
• What sort of images and multimedia appeal to them?
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So what’s the ROI?
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More important question: What is the cost of doing nothing?
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How Do You Measure Success?
It is NOT a direct ROI.
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How Do You Measure Success?
But it is measurable
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How Do You Measure Success?
• Inbound links
• Website visitors
• Pageviews
• Referring sites
• Keyword rankings
• Reach (followers, friends, fans)
• Leads
• Speaking opportunities
• Engagement
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What Can You Do to Get Started?
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The GamePlan in Action
• Step 1: Clearly define and differentiate your brand.
• Step 2: Design and deploy a content-driven Website.
• Step 3: Go beyond prospects, and consider the impact of your marketing efforts on all audiences.
• Step 4: Establish measurable and meaningful campaign objectives designed to achieve the primary goals of leads and loyalty.
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The GamePlan in Action
• Step 5: Build an integrated campaign: brand, Website, search, social media, content and PR.
• Step 6: Establish dynamic budgets that can be easily shifted based on campaign performance and analytics.
• Step 7: Define campaign timelines with milestones, tasks and responsibilities.
• Step 8: Measure everything, and be willing to adapt and evolve.
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THINK Content & Community
• Step 1: Monitor
• Step 2: Participate
• Step 3: Publish
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Step 1: Monitor
Conduct social media searches of blogs, forums and social networks relevant to your company and expertise. Subscribe to RSS feeds & Google Alerts.
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Step 2: Participate
Become a part of the community. • Secure and build profiles on key social networks
• Integrate social media activity into customer service, marketing and HR programs
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Step 3: Publish
Create a content marketing strategy and start publishing great multi-media content that’s highly relevant to your audiences.
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THINK Content & Community
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Things to Consider • Personal vs. professional participation
• HR issues
• Corporate social media policy
• Strength of your Website and brand
• Measurement
• Integration with your overall marketing strategy
• Time commitment
• Internal capabilities and capacity
• Regulatory issues
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Social Media for CEOs Special presentation for JCUEA Members
Q & A
Paul Roetzer (216) 333-1242
[email protected] Twitter: @paulroetzer
www.PR2020.com