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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?
  • 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