Social Media Marketing Rules Of Social Engagement

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    Social Media Marketing Rules Of Social Engagement - Presentation Transcript

    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. Agenda • Overview • Foundational Principals • 12 Rules of Social Engagement – Examples • Twitter • SlideShare • Q&A
    3. Advertising is about the only thing that  isn’t “social”
    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. 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. 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. 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. 12 Rules of Social Engagement
    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. Twitter, Facebook, et al R Xplding
    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. Everybody Has an Opinion
    13. Response 3 within 5 minutes Complain 2 Complain 1
    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. The Wrong Way to Tweet • One way • All blogs & press releases • No replies • No retweets • No voice or personality
    16. Twitter Post/Response Examples
    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. #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. Blogs – Networks – Communities - Content Sites
    20. Facebook as News Feed
    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. Social Tribes • Social tribes are: • Tribe members are: – Small – Nomadic – Passionate – May be part of several tribes
    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. Blogs/Social: Drivers & Destination Tweets Search RSS Social Email Updates Social Media Your Blogs -YouTube Their Blogs - SlideShare - Communities
    25. LinkedIn: Driver & Destination
    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. 1 Wikipedia 3 Omniture Blog 5 Twitter 6
    28. 11 LinkedIn 14 Twitter 6 SlideShare
    29. Optimize Social Content for Search Engines
    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. 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
    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. Email Share-to-Social
    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. 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. 80 attendees saw my presentation
    37. 2 months later: 1900 more people saw the presentation or 24 X
    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. Employees Are Your Most Avid Fans Most have Facebook, LinkedIn accounts • Encourage • Educate/Train • Create policies • Monitor • Enforce
    40. The Work/Personal Life Intersection
    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. What Works 4 U, May Not 4 Others • Experiment • Use your judgment • Form a small passionate team • Listen and watch • Track • Experiment • Repeat
    43. Dell Reports U.S.$1 Million From Twitter
    44. Are You Ready to Dive In?
    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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