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

Agenda
• Overview
• Foundational Principals
• 12 Rules of Social Engagement
– Examples
• Twitter
• SlideShare
• Q&A

Advertising is about the only thing that
isn’t “social”

Dip, Wade or Dive?
Yes!
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UK Attendee: 0870 733 0707, access code 452-796-774

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….

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

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

12 Rules of Social Engagement

#1
You Can’t Ignore It.
Social Media Isn’t Going Away
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Twitter, Facebook, et al R Xplding

#2
Consumers Are in Control
You Suck. Deal with it.
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Everybody Has an Opinion

Response 3
within 5
minutes
Complain 2
Complain 1

#3
Social is Personal.
Lose the Corporate Speak.
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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.
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#5
Go Where They Are.
Crash the Party…
but Bring Some Beer
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Blogs – Networks – Communities - Content Sites

Facebook as News Feed

#6
Think Tribes.
How Many Friends Can You Have
Anyway?
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Social Tribes
• Social tribes are: • Tribe members are:
– Small – Nomadic
– Passionate – May be part of several
tribes

#7
Blogs/Social Are the Center
of the Universe.
The Ground is a Shiftin’
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UK Attendee: 0870 733 0707, access code 452-796-774

Blogs/Social: Drivers & Destination
Tweets
Search
RSS
Social
Email
Updates
Social Media
Your Blogs -YouTube
Their Blogs - SlideShare
- Communities

LinkedIn: Driver & Destination

#8
Social is SEO.
Shhh. Don’t Tell Anyone.
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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.
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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 \"community.\"
• Prurience:
– Sharing makes people feel less guilty for gawking

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

Email Share-to-Social

#10
Connect the Dots.
It’s that integrated thingy.
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UK Attendee: 0870 733 0707, access code 452-796-774

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

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.
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Employees Are Your Most Avid Fans
Most have Facebook,
LinkedIn accounts
• Encourage
• Educate/Train
• Create policies
• Monitor
• Enforce

The Work/Personal Life Intersection

#12
There are no rules.
Just Do It!
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UK Attendee: 0870 733 0707, access code 452-796-774

What Works 4 U, May Not 4 Others
• Experiment
• Use your judgment
• Form a small
passionate team
• Listen and watch
• Track
• Experiment
• Repeat

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
• LinkedIn:
– http://www.linkedin.com/companies/silverpop
• Facebook:
– Search “Silverpop”