Social Media Marketing Rules Of Social Engagement

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! US Attendee: (641) 715-3222, access code 452-796-774 4 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 US Attendee: (641) 715-3222, access code 452-796-774 9 UK Attendee: 0870 733 0707, access code 452-796-774

Twitter, Facebook, et al R Xplding

#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

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 452-796-774 14 UK Attendee: 0870 733 0707, access code 452-796-774

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 452-796-774 17 UK Attendee: 0870 733 0707, access code 452-796-774

#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

Blogs – Networks – Communities - Content Sites

Facebook as News Feed

#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

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’ US Attendee: (641) 715-3222, access code 452-796-774 26 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. US Attendee: (641) 715-3222, access code 452-796-774 30 UK Attendee: 0870 733 0707, access code 452-796-774

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 452-796-774 34 UK Attendee: 0870 733 0707, access code 452-796-774

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

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. US Attendee: (641) 715-3222, access code 452-796-774 39 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. US Attendee: (641) 715-3222, access code 452-796-774 43 UK Attendee: 0870 733 0707, access code 452-796-774

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! US Attendee: (641) 715-3222, access code 452-796-774 46 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”

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Social Media Marketing Rules Of Social Engagement

by Silverpop on Mar 28, 2009

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Social Media Marketing Rules Of Social Engagement — Presentation Transcript