Social Media
and Business.
Today.
1. Make Social Less Scary
2. Encouraging Partners to use Social Media
3. Personal Branding
4. Creating/Developing N...
Making Social Less Scary.
Making Social Less Scary.
Making Social Less Scary.
•  74% of B2B marketing companies use Twitter to distribute
content
•  58% of marketers who have...
The Stakeholders.
•  Marketing team
•  PR agency/team and other communication agencies
•  Company-wide management
•  Legal...
The Haters.
•  People are always going to talk about your business
•  Doing nothing is the worst thing a company can do in...
The Rest Are Doing It.
Source: HubSpot 2013
Partner Buy In.
Partner Buy In.
Partner Buy In.
•  When you talk about Social Media people look at you like you
are crazy?
•  People tell you that Twitter...
Convert Them.
•  Social Media is about people. It always was, always will be
•  Employers/clients/customers will look at y...
Convert Them.
Action Points.
1.  Present what the competition are doing
2.  Present success stories
3.  Start a plan (incl...
Case Study.
Plan
•  Engage with B2B marketing professionals
•  Raise awareness of HubSpot’s inbound marketing
expertise
• ...
Personal Branding.
The Choice of Channels.
Leading The Personal Brand.
•  Social Media is about people
•  Employers/clients/Partners/Associates will look at your
pro...
LinkedIn Branding.
1. Use a consistent profile picture
2. Always link to your proudest work – you are what you
link!
3. Ke...
Personal Branding. SG.
Offered full time
employment
Gets headhunted
by Skype
Networks
with
connections
via Twitter
Lives i...
Personal Branding.
1. Lead the way. Show your Partners/Associates how it should be done.
#PracticeWhatYouPreach
2. Always ...
Creating & Developing a Brand.
Creating & Developing a Brand.
•  A consistent messaging
•  A consistent voice
•  Social Media training and easy to unders...
•  Policy document
•  Crisis plan
•  Brand guidelines
•  Publishing guidelines
•  Content Calendar
Social Media Documentat...
Social Media Content Calendar.
Items
Platform(s)
Core Message (including character length)
Geographic targeting
CTA/Link
S...
Social Media Policy.
•  Introduce the purpose of Social Media
•  Emphasise the responsibility of what you write
•  Be auth...
Knowem.
Working Globalised.
Challenges Working Globalised.
•  Different time zones
•  Different languages
•  Different technologies
•  Different cultu...
Benefits of Being Globalised.
•  Non-proprietary platform, technology
•  Real-time communication
•  Allow customer feedbac...
Getting Your Name Found.
Mention.com Alerts.
Tools.
Hootsuite.
Hootsuite. Killer Extras.
Geo-target
messages
Archive brand
mentions
Advice.
“Use the tool that will facilitate your aims,
objectives and business goals. Don’t be
fooled by shiny buttons. Shi...
Main Learnings.
1. Social business is a journey, not a destination
2. Define and articulate a vision
3. Educate and empowe...
Main Action Points.
1. Get your LinkedIn and Twitter profiles polished and up to
scratch
2. Join/Follow some industry rele...
Social Media Resources.
The Boiling Frog.
@StevenGradidge
hola@stevengradidge.com
Social Media & Evangelism | Lexis Nexis | 4th June 2014
Upcoming SlideShare
Loading in …5
×

Social Media & Evangelism | Lexis Nexis | 4th June 2014

452 views

Published on

Developing Social Media (Lexis Nexis event) - 4th June 2014.

Published in: Social Media, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
452
On SlideShare
0
From Embeds
0
Number of Embeds
17
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Social Media & Evangelism | Lexis Nexis | 4th June 2014

  1. 1. Social Media and Business.
  2. 2. Today. 1. Make Social Less Scary 2. Encouraging Partners to use Social Media 3. Personal Branding 4. Creating/Developing New Brands 5. Working in a Globalised Market 6. Summary/Finish 7. Roundtable
  3. 3. Making Social Less Scary. Making Social Less Scary.
  4. 4. Making Social Less Scary. •  74% of B2B marketing companies use Twitter to distribute content •  58% of marketers who have been using Social Media for more than 3 years report it has helped them improve sales •  For B2B companies, LinkedIn was the most effective, with 65% having acquired a customer through the professional network •  55% of B2B survey respondents search for information on Social Media
  5. 5. The Stakeholders. •  Marketing team •  PR agency/team and other communication agencies •  Company-wide management •  Legal team •  Campaign managers •  Human Resources •  Owners/Directors
  6. 6. The Haters. •  People are always going to talk about your business •  Doing nothing is the worst thing a company can do in a crisis •  Trust is built on listening, not talking •  Education is the key to successful Social Media execution (training, communication) •  Consider the competition
  7. 7. The Rest Are Doing It. Source: HubSpot 2013
  8. 8. Partner Buy In. Partner Buy In.
  9. 9. Partner Buy In. •  When you talk about Social Media people look at you like you are crazy? •  People tell you that Twitter is for telling people what sandwich you ate? •  Professionals/Partners/Associates ignore your emails? •  You feel like you can not make any headway? Benefits of Social Media marketing: •  Generating more business exposure (85%) •  Increasing traffic (69%) •  Providing marketplace insight (65%)
  10. 10. Convert Them. •  Social Media is about people. It always was, always will be •  Employers/clients/customers will look at your profile •  Hiding ‘behind the curtain’ will ruin your chances of career development •  Everyone else is doing it •  Marketing and sales is changing. You can’t stand still and do nothing •  A changing digital landscape •  SEO is adapting > more social influenced results •  Financial, marketing, branding, risk management
  11. 11. Convert Them. Action Points. 1.  Present what the competition are doing 2.  Present success stories 3.  Start a plan (including goals) of what you want to achieve. Start by just listening 4.  Provide them with as much (free) material as possible – eBooks, white papers, blog content
  12. 12. Case Study. Plan •  Engage with B2B marketing professionals •  Raise awareness of HubSpot’s inbound marketing expertise •  Set HubSpot apart from competitors   Results •  16,500 followers and 82,000 group members •   Exponentially higher conversions for customers than other social networks 277% LinkedIn more effective for lead generation than Facebook & Twitter 
  13. 13. Personal Branding.
  14. 14. The Choice of Channels.
  15. 15. Leading The Personal Brand. •  Social Media is about people •  Employers/clients/Partners/Associates will look at your profile •  Hiding ‘behind the curtain’ will ruin your chances of career development •  Everyone else is doing it 82% of employees say they trust a company more when the CEO and leadership team communicate via Social Media
  16. 16. LinkedIn Branding. 1. Use a consistent profile picture 2. Always link to your proudest work – you are what you link! 3. Keep your updates and profiles public 4. Promote others, whilst keeping self-promotion to a minimum 5. Follow, connect and communicate with fellow industry experts 6. Be consistent
  17. 17. Personal Branding. SG. Offered full time employment Gets headhunted by Skype Networks with connections via Twitter Lives in Madrid. Freelancer. Tapas 24/7 Takes unpaid Intern job
  18. 18. Personal Branding. 1. Lead the way. Show your Partners/Associates how it should be done. #PracticeWhatYouPreach 2. Always link to your proudest work – you are what you link! 3. Keep your updates and profiles public 4. Promote others, whilst keeping self-promotion to a minimum 5. Follow, connect and communicate with fellow industry experts. Share these with others 6. Be consistent – Keep updates topical Action Points.
  19. 19. Creating & Developing a Brand.
  20. 20. Creating & Developing a Brand. •  A consistent messaging •  A consistent voice •  Social Media training and easy to understand documentation •  Visible staff members •  Communicating thought leadership •  Personality
  21. 21. •  Policy document •  Crisis plan •  Brand guidelines •  Publishing guidelines •  Content Calendar Social Media Documentation.
  22. 22. Social Media Content Calendar. Items Platform(s) Core Message (including character length) Geographic targeting CTA/Link Social assets Launch date/time Approval date/time Notes
  23. 23. Social Media Policy. •  Introduce the purpose of Social Media •  Emphasise the responsibility of what you write •  Be authentic and exercise ‘good judgement’ •  Understand the concept of community •  Respect copyright and fair use •  Protect confidential and proprietary information •  Bring value by using Social Media •  Enforce it with iterative updates
  24. 24. Knowem.
  25. 25. Working Globalised.
  26. 26. Challenges Working Globalised. •  Different time zones •  Different languages •  Different technologies •  Different cultures and expectations •  Different platforms of choice •  A globalised audience wants a globalised presence
  27. 27. Benefits of Being Globalised. •  Non-proprietary platform, technology •  Real-time communication •  Allow customer feedback to dictate future marketing tactics •  Increase collaborative teamwork   Messages need to stay consistent regardless of the region, language, cultural reference points, platform and tactics; they all need to be tailored per each market.
  28. 28. Getting Your Name Found.
  29. 29. Mention.com Alerts.
  30. 30. Tools.
  31. 31. Hootsuite.
  32. 32. Hootsuite. Killer Extras. Geo-target messages Archive brand mentions
  33. 33. Advice. “Use the tool that will facilitate your aims, objectives and business goals. Don’t be fooled by shiny buttons. Shiny buttons, dull features.” Steven Gradidge
  34. 34. Main Learnings. 1. Social business is a journey, not a destination 2. Define and articulate a vision 3. Educate and empower 4. Show your team how they will benefit personally and professionally 5. Bring believers in early 6. Know your stuff 7. Know your goals and how to measure them 8. Stop the random acts of marketing 9. Be social, not foolish 10. Practice what you preach 
  35. 35. Main Action Points. 1. Get your LinkedIn and Twitter profiles polished and up to scratch 2. Join/Follow some industry relevant groups/accounts/profiles 3. Go to knowem.com and claim your usernames 4. Register with Hootsuite, Buffer and Feedly; add profiles, add competitor handles and start making updates 5. Develop a plan incl: calendar, guidelines, policy documentation 6. Look at investing in a dedicated CM (Community Manager) 7. Take Social Media seriously
  36. 36. Social Media Resources.
  37. 37. The Boiling Frog.
  38. 38. @StevenGradidge hola@stevengradidge.com

×