Social Media: Dip, Wade or Dive into
the Social Pool?
- 12 Rules of Social Engagement



                                 ...
Agenda
• Overview
• Foundational Principals
• 12 Rules of Social Engagement
  – Examples
    • Twitter
    • SlideShare
• ...
Advertising is about the only thing that 
              isn’t “social”
Dip, Wade or Dive?

                                     Yes!


    US Attendee: (641) 715-3222, access code 452-796-774
4...
You Are Already Knee Deep
• Customers are commenting
• Employees have Facebook
  pages
• Salespeople are Tweeting
• Compet...
So Why Go Further into Unchartered 
                Waters?
• Learn through listening
• Build brand & credibility
• Engage...
Foundational Principles
• Have a plan
• Get management buy-in
• Choose the right people to lead your
  efforts
• Create co...
12 Rules of Social Engagement
#1 
          You Can’t Ignore It.

    Social Media Isn’t Going Away

     US Attendee: (641) 715-3222, access code 452-7...
Twitter, Facebook, et al R Xplding
#2 
     Consumers Are in Control

             You Suck. Deal with it.

      US Attendee: (641) 715-3222, access code 45...
Everybody Has an Opinion
Response           3
within 5
minutes




Complain       2




Complain   1
#3 
            Social is Personal.

       Lose the Corporate Speak.

     US Attendee: (641) 715-3222, access code 452-7...
The Wrong Way to Tweet



• One way
• All blogs & press releases
• No replies
• No retweets
• No voice or personality
Twitter Post/Response Examples
#4 
     Yes, it is a conversation.

        Join In. Engage. Have Fun.

      US Attendee: (641) 715-3222, access code 45...
#5
         Go Where They Are.

                    Crash the Party…
               but Bring Some Beer
     US Attendee: ...
Blogs – Networks – Communities - Content Sites
Facebook as News Feed
#6 
                       Think Tribes.

     How Many Friends Can You Have 
               Anyway?
      US Attendee: (6...
Social Tribes

• Social tribes are:   • Tribe members are:
   – Small               – Nomadic
   – Passionate          – M...
#7
Blogs/Social Are the Center 
     of the Universe.

           The Ground is a Shiftin’
     US Attendee: (641) 715-322...
Blogs/Social: Drivers & Destination

                       Tweets
                                           Search
     ...
LinkedIn: Driver & Destination
#8 
                     Social is SEO.

         Shhh. Don’t Tell Anyone.

     US Attendee: (641) 715-3222, access code ...
1




   Wikipedia    3




Omniture Blog   5


    Twitter     6
11   LinkedIn




                 14   Twitter



6   SlideShare
Optimize Social Content for Search Engines
#9
          Think Shareworthy.

     Uh, it’s called “social” after all.

      US Attendee: (641) 715-3222, access code ...
Why People Share
• Contributing to the conversation:
   – Sharing benefits people through the value of the information
   ...
What Makes Content Shareworthy?
• Trustworthiness

• Tribal interests

• Simple and obvious

• Ease of sharing

• Social a...
Email Share-to-Social
#10 
            Connect the Dots.

      It’s that integrated thingy.

     US Attendee: (641) 715-3222, access code 452-...
Tweet/FB
                                      link

               Tweet link to 
                                       ...
80 attendees
saw my presentation
2 months later:
1900 more people saw the presentation
              or 24 X
#11
     Leverage the Workforce.

     What the heck, you’re paying ‘em.

       US Attendee: (641) 715-3222, access code ...
Employees Are Your Most Avid Fans
             Most have Facebook,
              LinkedIn accounts

•   Encourage
•   Educ...
The Work/Personal Life Intersection
#12 
           There are no rules.

                              Just Do It!

     US Attendee: (641) 715-3222, access c...
What Works 4 U, May Not 4 Others
• Experiment
• Use your judgment
• Form a small
  passionate team
• Listen and watch
• Tr...
Dell Reports U.S.$1 Million From Twitter
Are You Ready to Dive In?
Q&A
• lmcdonald@silverpop.com
• Twitter:
  – @LorenMcDonald
  – @Silverpop
• SlideShare: www.slideshare.net/silverpop
• Li...
Social Media Marketing Rules Of Social Engagement
Social Media Marketing Rules Of Social Engagement
Social Media Marketing Rules Of Social Engagement
Social Media Marketing Rules Of Social Engagement
Social Media Marketing Rules Of Social Engagement
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Social Media Marketing Rules Of Social Engagement

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Social Media Marketing - Rules of Social Engagement - Presentation on practical ways to leverage social media tools such as Twitter, SlideShare and blogs to support your sales and marketing efforts. Includes "12 Rules of Social Engagement" and examples from Twitter, SlideShare, blogs, etc. Presented at the SMEI Social Media Roadshow in Vancouver, March 26, 2009

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Social Media Marketing Rules Of Social Engagement

  1. 1. Social Media: Dip, Wade or Dive into the Social Pool? - 12 Rules of Social Engagement Presented by Loren McDonald Silverpop At the SMEI Vancouver Social Media Roadshow – March 26, 2009
  2. 2. Agenda • Overview • Foundational Principals • 12 Rules of Social Engagement – Examples • Twitter • SlideShare • Q&A
  3. 3. Advertising is about the only thing that  isn’t “social”
  4. 4. Dip, Wade or Dive? Yes! US Attendee: (641) 715-3222, access code 452-796-774 4 UK Attendee: 0870 733 0707, access code 452-796-774
  5. 5. You Are Already Knee Deep • Customers are commenting • Employees have Facebook pages • Salespeople are Tweeting • Competitors are talking to your clients • You’ve got a blog • And more….
  6. 6. So Why Go Further into Unchartered  Waters? • Learn through listening • Build brand & credibility • Engage with clients/  prospects • Expand reach via your  network’s network • Further your Marketing &  Sales efforts • Take pre‐emptive/  proactive actions
  7. 7. Foundational Principles • Have a plan • Get management buy-in • Choose the right people to lead your efforts • Create corporate social do’s and dont’s • Don’t boil the ocean • Experiment
  8. 8. 12 Rules of Social Engagement
  9. 9. #1  You Can’t Ignore It. Social Media Isn’t Going Away US Attendee: (641) 715-3222, access code 452-796-774 9 UK Attendee: 0870 733 0707, access code 452-796-774
  10. 10. Twitter, Facebook, et al R Xplding
  11. 11. #2  Consumers Are in Control You Suck. Deal with it. US Attendee: (641) 715-3222, access code 452-796-774 11 UK Attendee: 0870 733 0707, access code 452-796-774
  12. 12. Everybody Has an Opinion
  13. 13. Response 3 within 5 minutes Complain 2 Complain 1
  14. 14. #3  Social is Personal. Lose the Corporate Speak. US Attendee: (641) 715-3222, access code 452-796-774 14 UK Attendee: 0870 733 0707, access code 452-796-774
  15. 15. The Wrong Way to Tweet • One way • All blogs & press releases • No replies • No retweets • No voice or personality
  16. 16. Twitter Post/Response Examples
  17. 17. #4  Yes, it is a conversation. Join In. Engage. Have Fun. US Attendee: (641) 715-3222, access code 452-796-774 17 UK Attendee: 0870 733 0707, access code 452-796-774
  18. 18. #5 Go Where They Are. Crash the Party… but Bring Some Beer US Attendee: (641) 715-3222, access code 452-796-774 19 UK Attendee: 0870 733 0707, access code 452-796-774
  19. 19. Blogs – Networks – Communities - Content Sites
  20. 20. Facebook as News Feed
  21. 21. #6  Think Tribes. How Many Friends Can You Have  Anyway? US Attendee: (641) 715-3222, access code 452-796-774 24 UK Attendee: 0870 733 0707, access code 452-796-774
  22. 22. Social Tribes • Social tribes are: • Tribe members are: – Small – Nomadic – Passionate – May be part of several tribes
  23. 23. #7 Blogs/Social Are the Center  of the Universe. The Ground is a Shiftin’ US Attendee: (641) 715-3222, access code 452-796-774 26 UK Attendee: 0870 733 0707, access code 452-796-774
  24. 24. Blogs/Social: Drivers & Destination Tweets Search RSS Social Email Updates Social Media Your Blogs -YouTube Their Blogs - SlideShare - Communities
  25. 25. LinkedIn: Driver & Destination
  26. 26. #8  Social is SEO. Shhh. Don’t Tell Anyone. US Attendee: (641) 715-3222, access code 452-796-774 30 UK Attendee: 0870 733 0707, access code 452-796-774
  27. 27. 1 Wikipedia 3 Omniture Blog 5 Twitter 6
  28. 28. 11 LinkedIn 14 Twitter 6 SlideShare
  29. 29. Optimize Social Content for Search Engines
  30. 30. #9 Think Shareworthy. Uh, it’s called “social” after all. US Attendee: (641) 715-3222, access code 452-796-774 34 UK Attendee: 0870 733 0707, access code 452-796-774
  31. 31. Why People Share • Contributing to the conversation: – Sharing benefits people through the value of the information shared in return. • Self-Interest: – Sharing rewards the pocketbook. • Altruism: – Sharing makes them feel good. • Validation: – Sharing feeds the ego. • Affinity: – Sharing makes people feel more a part of the quot;community.quot; • Prurience: – Sharing makes people feel less guilty for gawking
  32. 32. What Makes Content Shareworthy? • Trustworthiness • Tribal interests • Simple and obvious • Ease of sharing • Social acumen and adoption of subscribers • Creates value • Reward/Incentives • Good content
  33. 33. Email Share-to-Social
  34. 34. #10  Connect the Dots. It’s that integrated thingy. US Attendee: (641) 715-3222, access code 452-796-774 39 UK Attendee: 0870 733 0707, access code 452-796-774
  35. 35. Tweet/FB link Tweet link to  Solicit questions  SlideShare on LI, FB, TWTR Blog/Embed  Advance Blog SlideShare The Social Webinar Tweet/FB link to  Post PPT to  blog SlideShare Answer  questions Email Reminders  w/S2S After on Twitter Tweet Live
  36. 36. 80 attendees saw my presentation
  37. 37. 2 months later: 1900 more people saw the presentation or 24 X
  38. 38. #11 Leverage the Workforce. What the heck, you’re paying ‘em. US Attendee: (641) 715-3222, access code 452-796-774 43 UK Attendee: 0870 733 0707, access code 452-796-774
  39. 39. Employees Are Your Most Avid Fans Most have Facebook, LinkedIn accounts • Encourage • Educate/Train • Create policies • Monitor • Enforce
  40. 40. The Work/Personal Life Intersection
  41. 41. #12  There are no rules. Just Do It! US Attendee: (641) 715-3222, access code 452-796-774 46 UK Attendee: 0870 733 0707, access code 452-796-774
  42. 42. What Works 4 U, May Not 4 Others • Experiment • Use your judgment • Form a small passionate team • Listen and watch • Track • Experiment • Repeat
  43. 43. Dell Reports U.S.$1 Million From Twitter
  44. 44. Are You Ready to Dive In?
  45. 45. Q&A • lmcdonald@silverpop.com • Twitter: – @LorenMcDonald – @Silverpop • SlideShare: www.slideshare.net/silverpop • LinkedIn: – http://www.linkedin.com/companies/silverpop • Facebook: – Search “Silverpop”
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