Photo by froggymonkey<br />http://www.flickr.com/photos/froggymonkey/<br />The Basics of Kicking Ass on the Social WebMich...
First, the networks…<br />It’s @Britopian on Twitter<br />
Humanizing Business Operations<br /><ul><li>Establish Governance
Training Rollout / Certification
Collaboration & Best Practice Sharing
Feedback Workflows (Product Support, Crisis Management)
Executive Endorsement and Support </li></ul>It’s @Britopian on Twitter<br />
Determine Business Value<br /><ul><li>Engagement, Customer Support, SalesLeads, Product Promotion & Insights, Increased Pr...
Based on job function, engagement opportunities will vary
Sales/Channel – prospects, existing customers
Product – other IT professionals
Marketing/Communications – influencer and analyst engagement
Internal – collaborate and streamline processes
Human Resources – staffing and candidate sourcing</li></ul>Competitive overview of social activity<br />It’s @Britopian on...
Spend Time Listening<br /><ul><li>Use Twitter, LinkedIn, Facebook, Blogs and Forums to listen
Follow internal colleagues, partners, channel and customers
Follow analysts, industry influencers, tech publications
Use Twitter Search to find relevant people to follow
Exectweets
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The Basics of Kicking Ass on the Social Web

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I presented to this to the YPO and WPO groups at Silicon Valley Bank in April, 2011.

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  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • The Basics of Kicking Ass on the Social Web

    1. 1. Photo by froggymonkey<br />http://www.flickr.com/photos/froggymonkey/<br />The Basics of Kicking Ass on the Social WebMichael Brito, Vice President, Edelman Digital<br />It’s @Britopian on Twitter<br />
    2. 2. First, the networks…<br />It’s @Britopian on Twitter<br />
    3. 3. Humanizing Business Operations<br /><ul><li>Establish Governance
    4. 4. Training Rollout / Certification
    5. 5. Collaboration & Best Practice Sharing
    6. 6. Feedback Workflows (Product Support, Crisis Management)
    7. 7. Executive Endorsement and Support </li></ul>It’s @Britopian on Twitter<br />
    8. 8. Determine Business Value<br /><ul><li>Engagement, Customer Support, SalesLeads, Product Promotion & Insights, Increased Productivity, Increase Share of Voice (SOV)
    9. 9. Based on job function, engagement opportunities will vary
    10. 10. Sales/Channel – prospects, existing customers
    11. 11. Product – other IT professionals
    12. 12. Marketing/Communications – influencer and analyst engagement
    13. 13. Internal – collaborate and streamline processes
    14. 14. Human Resources – staffing and candidate sourcing</li></ul>Competitive overview of social activity<br />It’s @Britopian on Twitter<br />
    15. 15. Spend Time Listening<br /><ul><li>Use Twitter, LinkedIn, Facebook, Blogs and Forums to listen
    16. 16. Follow internal colleagues, partners, channel and customers
    17. 17. Follow analysts, industry influencers, tech publications
    18. 18. Use Twitter Search to find relevant people to follow
    19. 19. Exectweets
    20. 20. Google Alerts
    21. 21. Listorious
    22. 22. Summify
    23. 23. Monitor and actively seek engagement opportunities</li></ul>Gatorade Social Listening Command Center<br />It’s @Britopian on Twitter<br />
    24. 24. Determine Content Strategy<br /><ul><li>Listening will determine the content approach
    25. 25. A Digital Conversation Guide helps keep my content fresh and approved
    26. 26. Consistent messaging
    27. 27. Tracking (hashtags, keywords)
    28. 28. Links to relevant assets (videos, press releases)</li></ul>It’s @Britopian on Twitter<br />
    29. 29. Engage Openly With The Community<br /><ul><li>Retweet others’ content to get on their radar
    30. 30. Establish a point of view
    31. 31. Be controversial
    32. 32. Engage regularly
    33. 33. Insert yourself into the conversation
    34. 34. Stick with it!</li></ul>It’s @Britopian on Twitter<br />
    35. 35. Decide on the Tools<br /><ul><li>Mobile (BB, iPhone, Android) – Twitter App, Social Scope, Tweetdeck, Mobile Web
    36. 36. iPad – Tweetdeck, Hootsuite,
    37. 37. Desktop/Laptop – Twitter.com, Tweetdeck, Co-Tweet, Hootsuite
    38. 38. Posterous – Blogging via email; content distributed to Twitter or Facebook
    39. 39. Quora – specific Q&A
    40. 40. LinkedIn Groups and Q&A</li></ul>It’s @Britopian on Twitter<br />
    41. 41. Determine Participation Value<br /><ul><li>Establish KPIs and determine if the conversation is moving the needle – conversational volume
    42. 42. Building relationships through engagement add value to the Brand
    43. 43. Is your content being picked up by the analyst community?
    44. 44. Is your brand more visible with a targeted audience?
    45. 45. Are you becoming a thought-leader in the space?</li></ul>It’s @Britopian on Twitter<br />
    46. 46. Employee Activation & Empowerment<br /><ul><li>Determine which team members should be engaging
    47. 47. Do they have time?
    48. 48. Are they trained?
    49. 49. Can they add value?
    50. 50. Are they Subject Matter Experts in their respective functions?
    51. 51. Set goals and expectations
    52. 52. Establish KPIs
    53. 53. Unleash their voices</li></ul>It’s @Britopian on Twitter<br />
    54. 54. It’s @Britopian on Twitter<br />
    55. 55. Social Organization Tools<br />Organization Tools Help Keep Track of Social Media Activity<br /><ul><li>These tools aggregate social accounts so there is no need to log in multiple times
    56. 56. Mobile: TweetDeck, SocialScope, Twitdroyd
    57. 57. Desktop: TweetDeck, HootSuite</li></ul>It’s @Britopian on Twitter<br />
    58. 58. Listening and Monitoring Tools: Paid & Free <br />Measure and Track Brand Related Conversations & Site Traffic<br /><ul><li>Paid Tools: Radian6, Meltwater, Sysomos
    59. 59. Free Tools: Twitter search, Google Blog search, BlogPulse, Social Mention, Topsy, Twazzup</li></ul>It’s @Britopian on Twitter<br />
    60. 60. Measuring Influence & Performance<br />Measure and Track Your Activity<br /><ul><li>Measure your overall online influence using tools like Klout and TweetLevel
    61. 61. Measure your engaged audience: the likelihood that your content will be acted upon and influence level of your engaged audience
    62. 62. Use as benchmark to track against future performance</li></ul>It’s @Britopian on Twitter<br />
    63. 63. Measuring Influence & Performance<br />Measure and Track Your Activity<br /><ul><li>Measure your overall online influence using tools like Klout and TweetLevel
    64. 64. Measure your engaged audience: the likelihood that your content will be acted upon and influence level of your engaged audience
    65. 65. Use as benchmark to track against future performance</li></ul>It’s @Britopian on Twitter<br />
    66. 66. Twitter Engagement Strategies<br />Goal: Followers, Engagement, Expert Positioning<br />It’s @Britopian on Twitter<br />
    67. 67. Facebook Engagement Strategies<br />Goal: Fans, Participation, Engagement<br />It’s @Britopian on Twitter<br />
    68. 68. LinkedIn Engagement Strategies<br />Goal: Knowledge, Thought-leadership, Access <br />It’s @Britopian on Twitter<br />
    69. 69. Thank You! <br />Michael Brito<br />Michael.Brito@edelman.com <br />HTTP://WWW.THESOCIALBUSINESSBOOK.COM<br />It’s @Britopian on Twitter<br />

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