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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.

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 Presentation Transcript

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