the social ceo: new rules of engagement
DESCRIPTION
A presentation delivered to SMB CEOs considering how "social" they need to be with the many hats they currently wear. Discusses the new rules of engagement in communications.TRANSCRIPT
The Social CEO:New Rules for Customer Engagement
Elizabeth SheaSpeakerBox Communications
November 19, 2009Presidents’ Forum of Metro
Washington
NOTE: I disclose that to the best of my ability, I have attempted to give every source its proper credit, so if I have misrepresented anyone or anything, it was not my intent, and I am happy to rectify!
So Yesterday vs. So Right Now
YESTERDAY
Faxed press releases
Website optional
Golden reporter rolodex
Wall Street Journal article
Printed “clip” books
Embargoed “exclusives”
Press kits
TODAY
Viral videos
SEO or No-Go
Followers with authority
Huffington Post shoutout
Google analytics
Breaking stories on Twitter
Wikipedia
Introductions…
SpeakerBox Communications is a $2M
technology PR firm (Competing with the new Bud Light
Speaker Box tailgate toy).
Elizabeth Shea: President & CEO of SpeakerBox, founded in 1997
(Competing with Elizabeth Shea, country-western singer, for first page ranking)
For companies, resistance to social media is futile. Millions of people are creating
content for the social web. Your competitors are already there. Your customers have been there for a long time. If your business
isn’t putting itself out there, it ought to be.
- B.L. Ochman, BusinessWeek, February 2009
How to know if you’re NOT ready:
Website stinks
Understaffed for current efforts
Lack of leadership support
Basic SEO has not been done
Website metrics not in place
No communication strategy
No belief in transparency
Crappy product
Sales funnel is broken
Don’t care what customers
think
- Kipp Bodnar, www.socialmediaB2B.com
New Rules: Customer Engagement
LISTEN
LEARN
LEADS!
1.
2.
3.
LISTENAudit yourself: It is every CEO’s job, not just the job of marketing
Google Search / Google Alerts
Technorati.com
Search.twitter.com
Tweetdeck.com / HootSuite.com
Compete.com
What Do You Hear?
At a minimum, the
expectation is that you
are
listening
Case in Point…One Year Ago…
YouTube Video
Fallout...
•Motrin site crashed
•Mothers boycotted
•Motrin pulled ad (late)
•Video backlash posts
•#motrinmoms #1
search
1st Page Search on “Motrin” Today:
Case in Point:
YouTube Video
Gulp…
And it just keeps going…
Still…
And GOING:
Quick search
11/18/09 12:34
pm
LEARNIt has never been easier to give
your customers what they desire.
If you’ve listened, you can learn!
Engagement Varies by Industry
Source: www.engagementdb.com
Learn What Your Customers Want
Social media listening posts help you learn what customers want
Open a channel to see who walks through
Incorporate into your product strategies, customer support procedures, communication strategies
B2B Case Study
Social Media Swami, Hired 2006
Self-described listening post and speaker on topics such as
“Selling Social Media To Your Boss”
4 goals in social media strategy: • Brand/reputation management• Connecting with customers• Community outreach• New business (leads!)
Source: Shashi Bellamkonda
Turn the Brand Around
Turn the Brand Around
Sentiment over time
Jun-
08
Jul-0
8
Aug-0
8
Sep-
08
Oct-0
8
Nov-0
8
Dec-0
8
Jan-
09
Feb-
09
Mar
-09
Apr-0
9
May
-09
Jun-
09
Jul-0
9
Aug-0
9
Sep-
09
0
10
20
30
40
50
60
70
Negative Positive Neutral
LEADS!Search
+ Content + Social
Media = Leads*
* HubSpot, 2009, Inbound Marketing Software Provider
Buyers Used to Solve Problems: Talking to Salespeople Product Literature Tradeshow attendance Reading articles or ads, commercials
©2008 Online Marketing Connect Institute
Now They Solve Problems:
Google searches Online portals and news sites User-generated content and opinions Word of “mouse” Direct to company websites
©2008 Online Marketing Connect Institute
IT ALL
STARTS WITH
SEARCH
Keys to High Search Rankings
Select good keywords
Dynamic site, keyword-centric content strategy
Inbound links from high authorities
You Then Need Good
CONTENT
Content strategy plans
for the creation, publication, and
governance of useful, usable
content.
- Kristina Halvorson, President, Brain Traffic and ©A List Magazine
What Qualifies as Content?
Website
Press releases
eBooks
Blog comments
Twitter feeds
Photos/Videos
Blog Posts
Articles by 3rd party
Surveys
Product Reviews
Whitepapers
Social conversations
Then It’s All About Being
SOCIAL
Twitter Sidebar…
Twitter In Social
Twitter Stats
4.3M unique visitors in August 2008 (comScore)
54.7 Unique visitors in August 2009 (comScore)
Average age: 31 (Pew Internet & American Life
Project)
Fastest Growing Twitter Age Group: 35-
54
BTW: “Teens Don’t Tweet” (Mashable)
Twitter Stats by Gender and Age
Don’t Try to Boil the Ocean
C-level Checklist
Establish your listening posts• Twitter, Technorati, Google Alerts, Search
Encourage/embrace execution by team
Establish your personal CEO dashboard
Give it 6-12 months, determine ROI
Sample CEO Dashboard
1. Compete.com ranking (unique visitors vs competitors)
2. Websitegrader.com rank (tracks website efficacy)
3. # inbound marketing leads (CRM, Hubspot, Leadlander)
4. Authority ranking (Technorati)
5. Lead conversion rate (Eloqua, SilverPop, Marketo)
6. Crisis or social media sentiment (Radian6)
7. Level of engagement (optional)
So, GET SOCIAL!
Thank You For Your AttentionElizabeth Shea
www.speakerboxpr.comTwitter: @eliz2shea