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Trends with Benefits - Social Media Update 2012
1. Trends
Benefits
Search
LinkedIn
Email
Twitter
Mobile
Sequel event:
“North by North Shore”
Sep 12 – all morning at
DYC. Deep dive! Learn
live! Subscribe at
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early discounts, planning
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etc. – when they happen!
Social Media 2012 Playbook
March 28, 2012
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1
2. Trends
Benefits
Search
LinkedIn
Email
Twitter
Mobile
Sequel event:
“North by North Shore”
June 13 – all morning at
DYC. Deep dive! Learn
live! Subscribe at
Trends with Benefits
http://northbynorthshore.com
to get timely updates,
early discounts, planning
tools, registration details
etc. – when they happen!
Social Media 2012 Playbook
March 28, 2010
Contents:
Order the .pdf version
with menu, links & icons
activated (click here)
Slide 3 – About North Shore Technology Council
Slide 14 – About today’s sponsor, Net Atlantic …..
Slide 22 – Playbook Start Page …………………..
2
3.
4. MISSION
To build a strong ecosystem for the success of
technology businesses North of Boston by
facilitating:
Collaboration
Networking
Professional growth
Economic development
4
5. NSTC VISION
To be the leading collaborative fostering
technology businesses North of Boston
5
6. Volunteer Opportunities
We can’t do it without you
Programs Committee
Membership Committee
Sponsorship Committee
IT Committee
Marketing Communications Committee
Biomedical Technology Section
Sustainability Forum
Women’s Initiative
6
7. Join the discussion and stay connected with the
NSTC and its members.
Join our LinkedIn group and Facebook page.
7
13. Silver Sponsors
Axcelis Technologies, Inc.
Innovent Technologies
Mass Capital Resource Company
Endicott College
Comcast Business Class
The Enterprise Center at Salem
State
The Superior Group
The Hanover Insurance Group
BerryDunn
13
16. Who is Net Atlantic?
•
•
•
•
We are one of the first Email Service Providers
~2000 customers worldwide
35 employees
Over 6 billion emails sent last year
• On track to send over 8 billion this year!
• Located in downtown Salem, Mass
16
17. Why is email so effective?
Email marketing:
• Drives behavior
• Builds brands
• Increases revenue
• Is a highly effective “push” technology
• Is a key piece of your complete Marketing strategy
17
19. Our Difference
• Our advanced technologies allow for high levels of
integration, segmentation, dynamic content creation,
triggered and sequential messaging, multi-channel
messaging, and more
• We are a key partner to help
you succeed online
• We’re not just an
Email Service Provider;
We are an extension of your
Marketing Team
19
20. We help you drive results
• The world is constantly changing, and as an agile
company, Net Atlantic has become an integrated multichannel engine (Email Marketing, Social Media, Content
Creation)
20
21. There are some Net Atlantic team members in the audience.
After the event, feel free to ask them questions!
And… Do Not Forgot To Make It Social!
21
41. Pencils down!
This Playbook will be shared via
Twitter, LinkedIn, NSTC.org, FanFoundry and EatMedia.
Every logo, button and frame here is a live link.
Today we will focus on a few key highlights.
How deep you dive later is up to you.
41
42. 3 Forms of Media:
Own
Buy
Earn
2 Reasons to Participate:
Opportunity
Obligation
1 Most Important:
Content
47. What are you trying to say, and to whom?
Social Media = Generation “C” – connecting, conversing, collaborating
Social Media Marketing = telling your story in a compelling,
conversational way – part of a broader Content Marketing strategy.
1. Business challenges
• content strategy
• content creation
• audience discovery
• audience engagement & dialogue
• converting audience into customers and fans
2. Audience challenges
• irrelevant content
• ineffective content
• less time and attention
47
48. Content Marketing via Social Channels
Uptake factors
1. Content strategy - how do you want to be known?
2. Data strategy – how will you identify target audiences?
3. Channel strategy - re-usable content “chunks”
Ex: white paper > preso > blog > Tweet > video > podcast
4. Audience self-discovery – SEO, targeting, etc.
Intake factors
1. Sharing (or “Snaring”) features
2. Landing pages
3. Opt-in and response management
4. Conversation – listening, monitoring and engagement
5. Database management
48
49. Management
Assets
A Content Marketing Ecosystem
Dynamic
Assembly
Access
Campaign
Management
Reporting &
Measurement
Production
Online Marketing
Distribution
•Email Marketing
•Microsites
•Forms/Surveys
On-demand
Print Studio
Sales Enablement
Tools
•Commerce / Storefront
•Inventory / Budget Mgt
•Multi-Vendor Mgt
•Brochure Builder
•Presentation Center
•Education Center
Today’s
focus
Engagement
Social
Mobile
E-mail
Print
Web
Video
User - Generated Content
(UGC)
49
Next up: Trends
52. Where are we now? New ways to engage:
Generation “C”
Speed
Auto Rental
Movies
Books
Electronics
Telephones
Music
Real Estate
Search
Business News
Jobs
Business Forum
Social Forum
Opinion Forum
Last Decade
Last Century
Light beam
Cycle time (HDD)
Electron
RelayRides, Zipcar
Enterprise Rent-a-Car
Taxi
Red Box, NetFlix
Comcast
Blockbuster
Amazon, eBooks
Borders
Public Library
NewEgg.com
Dell.com, Best Buy
Circuit City
Samsung, Apple (4G)
RIM & Motorola
Ma Bell
Spotify
iTunes
Tower Records
Zillow
Realtor.com
Newspaper
Summly, Quora
Google, Wikipedia
Encyclopedia Brittanica
Xfinity, Mashable
Cable TV / WSJ .com
Network TV / Newspaper
LinkedIn
LinkedIn, Virtual Trade
Show
Facebook, Pinterest
Twitter, Polldaddy,
LinkedIn
Monster.com
LinkedIn, Virtual Trade
Show
Friendster
Newspaper
Tripod, Lycos
Forums & focus groups
Mail surveys
Trade Show
52
53. Where are we now? New ways to engage:
Generation “C”
Speed
Auto Rental
Movies
Books
Electronics
Telephones
Music
Real Estate
Search
Business News
Jobs
Business Forum
Social Forum
Opinion Forum
Last Decade
Last Century
Light beam
Electron
Plane
RelayRides, Zipcar
Enterprise Rent-a-Car
Taxi
Red Box, NetFlix
Amazon, eBooks
NewEgg.com
Samsung, Apple (4G)
Spotify
Zillow
Summly, Quora
Xfinity, Mashable
LinkedIn
LinkedIn, Virtual Trade
Show
Facebook, Pinterest
Twitter, Polldaddy,
LinkedIn
Digital Darwinism
Comcast
(def.): Borders
Dell.com, Best Buy
Blockbuster
Public Library
Circuit City
RIM & Motorola
Ma Bell
When Technology
Tower Records
and SoiTunes
ciety
Realtor.com
Newspaper
change faster than
Google, Wikipedia
Encyclopedia Brittanica
peoCable’s abil.comto Network TV / Newspaper
ple TV, WSJ ity
adapt.
Monster.com
Newspaper
LinkedIn, Virtual Trade
Show
Friendster
Tripod, Lycos
Forums & focus groups
Mail surveys
Trade Show
53
54. A few 5-year trends
850 M
eBooks
500 M
2B
150 M
18%
1M
$5 B
10M
Facebook
Users
$100M
Ebay Sales
0
2M
Mashable
Subscribers
0
500M
Ebooks
Music
(% of all
Downloads
sales)
10 K
Mobile
Apps
30 M
LinkedIn
Users
10M
Twitter
Users
54
55. A few 5-year trends
850 M
eBooks
500 M
2B
20% of US commerce revenue
150 M
is online – and that’s just Retail
18%
1M
$5 B
10M
Facebook
Users
$100M
Ebay Sales
0
2M
Mashable
Subscribers
0
500M
Ebooks
Music
(% of all
Downloads
sales)
10 K
Mobile
Apps
30 M
LinkedIn
Users
10M
Twitter
Users
55
60. First: Assess your social “graph”
You
Aud 1
Org
Aud 2
1000+
1500
450
0
8
0
1700+
390
110
1600
•What are the trends?
•Who are your audiences? Where do they socialize?
•Who is Scouting? Active? Immersed? Influential?
•How connected and influential are you?
Who uses what? How, and why?
60
61. Who uses what? How, and
why?
Next: Benefits
Click here for stats on Twitter, Pinterest, Facebook, Google+, Reddit, Digg
61
(search Mashable.com for “Social Media Demographics”
62.
63. Summary: Crowd-surf the trends
•Assess the trends
• Do the free R&D: Assess your audience
Who are they? Where are they? Who is influential?
• Assess your own social graph
• Align your content & presence to your audiences
63
66. Q: What’s In It for You?
Consider:
The attributes of business
now apply to the individual
66
67. Q: What’s In It for You?
A:
New sources of Capital.
67
68. Q: What’s In It for You?
A:
New sources of Capital.
Relationships
68
69. Q: What’s In It for You?
A:
New sources of Capital.
Relationships
Influence
69
70. Q: What’s In It for You?
A:
New sources of Capital.
Money
$
Relationships
Influence
70
71. Q: What’s In It for You?
A:
New sources of Capital.
Money
$
Financial
Capital
Relationships
Influence
Social
Capital
71
72. Q: How are they interchangeable?
Money
$
Relationships
Influence
72
73. Q: How are they interchangeable?
A:
Through Value Exchange:
Money
$
• Trust
• Reciprocity
• Knowledge
• Authority
Relationships
• Recognition
Influence
73
74. Example: Influence as Social Capital
Influence
Influence =
Knowledge
+ Authority
X
Reach
X
Relevance
(Value)
74
75. Example: Relationships as Social Capital
Relationships
Trust +
Relationships = Reciprocity X
Reach
X
Relevance
(Value)
75
77. Influence gap = investment opportunity
Knowledge
Authority
(Expertise)
Reach
Relevance
23% say there's not enough Educational info
(IDG Connect)
48% said if the quality of thought leadership
improved, it would influence their purchase
decision. (ITSMA)
43% of marketers say customers view their
content as disjointed or hit and miss.
(Forrester Research)
39% say this key element is missing
(IDG Connect)
77
78. Relationship gap = investment opportunity
98% ignore ads; 89% buy based on expert &
peer recommendations (IDG Connect)
92% willingly exchange personal data for
Reciprocity benefits - service, convenience, etc. (IDG
Connect)
Trust
Reach
Relevance
43% of marketers say customers view their
content as disjointed or hit and miss.
(Forrester Research)
39% say this key element is missing
(IDG Connect)
78
79. Social Capital gaps = investment opportunities
It don’t mean a thing
If you don’t hear “cha-ching”
Money
$
79
80. Social Capital gaps = investment opportunities
1.
content
3. conversion
2. community
80
81. Social Capital gaps = investment opportunities
1. engagement
Exchange information
along your buyer’s
journey:
Identity
Preferences
Requirements
q
re
r
ui
em
ts
en
1.
content
3. conversion
ide
nt
it y
2. community
preferences
81
82. Social Capital gaps = investment opportunities
1. engagement
sample
save
subscribe
2. fulfillment
Meet audience
needs and
interests with
useful content
and a Call to
Action (CTA)
CTA
q
re
r
ui
em
ts
en
1.
content
3. conversion
convert
transact
refer
CTA*
ide
nt
it y
2. community
ask
share
compare
preferences
CTA
82
83. Social Capital gaps = investment opportunities
News • Event
Review • Referral
Website • Blog
1. engagement
sample
save
subscribe
2. fulfillment
3. relevance
Be relevant!
CTA
Event • Reward
Survey • Partner
Proposal • Report
Dashboard
q
re
r
ui
em
ts
en
convert
transact
refer
ide
1.
content
3.
conversion
CTA*
nt
it y
2.
community
ask
share
compare
preferences
CTA
Demo
Presentation
Conversation
Q&A
83
92. …take action. Climb a social rung each week.
Influential
Immersed
Active
Scouting
92
93. Action item 1: Climb a social rung every week
…alongside your audience
Thinking Like Your Customer - 3 challenges:
1.Expanding competition - you’re competing with everyone
2.Evolving customers – multi-channel, higher stakes (data)
3.The torch has been passed – customers own the bullhorn
(Accenture)
93
94. A Good start: a Social Listening Strategy
1. Find your audiences and communities.
Who are they? Where are they online?
Who is Scouting, Active, Immersed, or Influential?
How engaged and influential are you?
2. Identify the Influencers. Quality trumps quantity.
Social Analytics help you identify which people are
sharing content, and their sentiment about it.
Explore channels. Mine data. Update your graph.
Every Social channel gives you reports.
94
95. Social Listening Strategy (cont’d)
3. Learn & follow your keywords and trends.
4. Announce a social business strategy.
What are you passionate / expert about?
Why are you there? What are your goals?
Relevance - customer service
Reputation – public persona
Ideas - Brainstorming, crowdsourcing, R&D
Commerce - Sales Leads
5. Harness the data (stats, activity, echo effects)
6. Frame a Social Media policy for your team….
95
96. FTC requires you to have a Social Media policy
Per FTC Guidelines on Endorsements &
Testimonials, any company spokesperson should:
• Reflect their honest beliefs, opinions or experiences
• Not make objective claims about a company’s products or
services without appropriate authorization
• Not constitute defamatory statements
• Not violate the privacy of others
• Not be offensive, profane, harassing, derogatory or
discriminatory
• Not infringe on the IP rights of others
• Not constitute deceptive or misleading statements about
products or services you provide
Expectations + framework > open dialogue
Word of Mouth Marketing Association (womma.org)
96
97. Review:
Action item 1: Climb a social rung every week
Influential
Immersed
Active
Scouting
…alongside your audience
97
116. Action item 2: Start a new
habit
Publish: share the answers
R&D: ask a question
Start a Discussion
Contribute to a Discussion
Get helper apps
Join Groups
Complete Profile (100%)
116
117. Bonus: LinkedIn Power User Cheat Sheet
1.Leverage Groups. You can bypass the connection requirement
and directly message fellow group members.
2.Search options. Advanced Search: lets you sort results of
searches by many handy criteria, such as degree connection, skill
tags, etc.
3.Link your Twitter account and share your LI status updates on
Twitter and vice versa.
4.Make your LinkedIn profile your resume. Use the Resume Builder
tool. Choose a template, edit, and export as a .pdf that you can
print, email and share.
5.Video. Add it to your Company page. Company Page > Products >
Admin Tools > Add product or service
6.Rearrange your Profile. In Edit mode, hover mouse over Title of
each section to activate a 4 - arrow icon, then click and drag that
Title and its content.
117
118. LinkedIn Power User Cheat Sheet (cont’d)
7. Extend the life of your questions. Answers > My Q&A : click on
any quesiton you'd like to revive and click "re-open this question
to answers". 7 day increments.
8. Share questions or your answers to others' questions. Use the
"share this" feature beneath a question. You can then share it
via LinkedIn, bookmark it on Delicious, or grab the permalink to
share elsewhere.
9. Track Industry news. Use Linkedin Today. Sign up for email
summaries, too.
10. Export Connections. Contacts > My Connections > Export
Connections
11. Find email contacts. Use the Linked In companion for Firefox. It
helps you ID the profiles of people who email you, plus access
other LinkedIn features.
Get strategy guides at linkedin.com’s Learning Center (“footer” menu)
118
119. Review
Action item 2: Start a new
habit
Publish: share the answers
R&D: ask a question
Start a Discussion
Contribute to a Discussion
Get helper apps
Join Groups
Complete Profile (100%)
119
Next up: Email
121. How email enhances social media
• Everybody has it
• It’s a “long format” channel (>140 char.)
• It’s always on
• It’s available everywhere
• It enables sharing across channels & graphs
•It gives you feedback (performance data)
121
122. Gaps (investment opportunities)
• Get targeting right, finally
know your audience and speak to their pain
• Design for mobile and sharing (vs. snaring) –
tags, buttons, formatting
A/B
• Test, test, test - testing is the new proofreading
Treat email and websites alike
Combine & analyze the data to improve
122
126. Email marketing Pro cheat sheet:
•From: Sender’s FName, LName, Company
•Subject: Front-load (What’s in it for Me, the recipient)
•Testing! Testing! A/B test subject, link, graphic, etc.
•Text/graphics : 80/20
•<alt> tag your graphics (“Ed’s pic”, not “8726.jpg”)
•Grammar, spelling, punctuation, syntax – check!
•Clear CTA (call to action) - above and below the fold
•Mobile-friendly – font, link & graphic size / spacing
•Social Links – LI, FB, Twitter, etc.
126
127. Email #FAIL: Let us count the ways…
Cheat Sheet - condensed
To: David
From: Ed | fanfoundry
Subject: 3/28 preso, links, etc.
Date: March 28, 2012
David,
I look forward to meeting all of you at
Wednesday’s breakfast on “Trends With
Benefits”.
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page
•Fanfoundry.com event page
Header (From, Subject)
Text/Graphics
<alt> tags
Text proofing
Call to Action (CTA)
Mobile friendly
Social links
127
128. Action Item 3: Treat Email and Websites alike
Cheat Sheet - condensed
To: David
From: Ed | fanfoundry
Subject: 3/28 preso, links, etc.
Date: March 28, 2012
To: David
From: Ed | fanfoundry
Subject: 3/28 preso, links, etc.
Date: March 28, 2012
David,
I look forward to meeting all of you at
Wednesday’s breakfast on “Trends With
Benefits”.
David,
I look forward to meeting all of you at
Wednesday’s breakfast on “Trends With
Benefits”.
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page
•Fanfoundry.com event page
Header (From, Subject)
Text/Graphics
<alt> tags
Text proofing
Call to Action (CTA)
Mobile friendly
Social links
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page
•Fanfoundry.com event page
128
129. Email #FAIL Example 2: actual email sent by an email marketer
Why abbrev.?
Who cares?
WIFM?
What do these mean?
redundant
JKL Assoc. | Exciting Development at JKL Associates |
Having trouble viewing this email? Click here header Hi Ed
feathered Recently
Huh?
129
131. Message view
as
customers’
How? Example!
all of me?
You’re
Add link:
“more about BNI”)
<alt> tags
could be more
descriptive
(omit paragraph)
Confused: You’ll build me
a custom app? If not,
LINK to examples so I can
imagine the possibilities.
Link to examples
Make “contact
us” a hyperlink
131
132. Summary: target, share, test
Half of all active mobile phones are smartphones, so:
• Test email like it’s a website
• Format email for the small screen
Test, test, test:
Header (From, Subject)
Text/Graphics
<alt> tags
Text proofing
Call to Action (CTA)
Mobile friendly
Social links
132
Next up: Twitter
135. 6 Reasons to love Twitter:
1. Organize (list) audiences, identify trends
2. Meet new like-minded people
3. Share ideas and opinions freely
4. Collaborate with colleagues
5. Get news firsthand from the news makers
(better yet: Be a newsmaker)
6. Accelerate and make money!
135
137. ROI Examples:
•Leveraging Twitter for Content Promotion
(client: CommLink Services Inc.)
•Leveraging Press for Lead Generation
(client: Sustainable Minds)
•Event Attendance & Sponsorship
(client: Global Strategic Management Institute)
•Increase Tourism
(client: Tourism Fiji)
137
138. I have a sustainability blog titled “Social Climate”, named
after my nonprofit, the Social Climate Group. Here it is:
138
139. I also have a Twitter account named SocialClimate, where I
“tweet” my articles about NSTC’s Sustainability SIG (etc.) and
inform my writing by observing topical trends.
139
140. Recently, I “tweeted” about my article discussing ways city and
campus buildings could save on grid-energy, HVAC, electrical
and pollution expense by switching from copper based networks
to fiber optics. Here it is:
Keywords:
earth • social • climate • datacom
140
147. What happened that first week …
Audience
20 new Twitterati following @SocialClimate onTwitter
17 new Blog subscribers at www.1SocialClimate.com
80 new product inquiries o/b/o my client (cited in article)
“Echo” boom
37 “Re-tweets” (“RT”) of my original message
79 Follow Friday (“FF) mentions – Twitterati
endorsements
131 other mentions of @SocialClimate
147
148. What happened that first week …
$
ROI
2 Speaking engagements (one volunteer, one paid)
2 Article submissions (paid)
3 inquiries regarding my services - one deal landed (so far)
1 repeat customer
80 hours in fees for 8 hours of work … and counting.
148
149. Example: Feb 2012 Product announcement from Sustainable
Minds
Audience: Analysts, Bloggers & Journalists – 85 People from 60 firms
TwitterVerse amplifies the message. Here are 2 examples.
1.
2.
149
150. Twitter Shorthand Across the Ages (LOL)
Abbreviation Gen X/Y translation
Boomer translation
BFF
Best friend forever
Best friend’s funeral
BTW
By the way
Bring the wheelchair
IMHO
In my humble opinion
Is my hearing aid on?
DWI
Driving while intoxicated
Driving while incontinent
FWB
Friend with benefits
Friend with beta blockers
FYI
For your information
Found your insulin
LOL
Laughing out loud
Living on Lipitor
ROFL
Rolling on the floor
laughing
-
ROFLCGU
Rolling on the floor
laughing; can’t get up
150
Next: Mobile
151. Summary: Embrace your Twitterati.
1. Organize (list) audiences, identify trends
2. Meet new like-minded people
3. Share ideas and opinions
4. Collaborate with colleagues
5. Get news firsthand from the news makers
(better yet: Be a newsmaker)
6. Accelerate and make money!
151
160. It’s a mobile social world…
Social networking is the fastest growing mobile activity (Comscore)
Smartphones are the “weapon of choice”, doing the work of:
Flip video cameras
Digital cameras
Video games
Regular Cell phones
PCs and laptops
Household phones
Documents
Bar code scanners
Cashiers
PDAs / datebooks
Music players
GPS / navigation
Remote Controls
Watches
Wallet contents
Television
Radio
…what next?
160
161. The Magnificent 7 of Mobile
1. Anytime - All the time
2. Instant gratification to engage or buy
3. Discovery of users goals … now
4. Customer service with 1-click-to-call
5. Scan and assess current location
6. Connect with other media
7. Personalized incentives and alerts
162. Action item 5: Optimize for Mobile
From: Ed | fanfoundry
Subject: 3/28 preso, links, etc.
Date: March 28, 2012
David,
I look forward to meeting all of you at
Wednesday’s breakfast on “Trends With
Benefits”.
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page
•Fanfoundry.com event page
Regards,
Ed
Share:
162
163. Review:
1. Climb a social rung every week
2. Start a new LinkedIn habit
3. Treat email like websites (test)
4. Embrace your Twitterati
5. Optimize for Mobile
163
169. Trends
Benefits
Search
LinkedIn
Email
Twitter
Mobile
Sequel event:
“North by North Shore”
Sep 12 – all morning at
DYC. Deep dive! Learn
live! Subscribe at
http://northbynorthshore.com
to get timely updates,
early discounts, planning
tools, registration details
etc. – when they happen!
Order the .pdf version of
this presentation with
menu, links & icons
activated (click here)
169
Learning objectives:
Encourage members to get more involved in NSTC’s social media tools:
LinkedIN
Twitter
Coloci
What will they walk away with?
What will they know?
What will they do?
What will they describe?
Prioritize your actions based on the social graph of your audience.