The Social CEO: New Rules of Engagement

The Social CEO:New Rules for Customer Engagement
Elizabeth Shea
SpeakerBox Communications
November 19, 2009
Presidents’ Forum of Metro Washington
NOTE: I disclose that to the best of my ability, I have attempted to give every source its proper credit, so if I have misrepresented anyone or anything, it was not my intent, and I am happy to rectify!

So Yesterday vs. So Right Now
YESTERDAY
Faxed press releases
Website optional
Golden reporter rolodex
Wall Street Journal article
Printed “clip” books
Embargoed “exclusives”
Press kits
TODAY
Viral videos
SEO or No-Go
Followers with authority
Huffington Post shoutout
Google analytics
Breaking stories on Twitter
Wikipedia

Introductions…
Elizabeth Shea: President & CEO of SpeakerBox, founded in 1997
(Competing with Elizabeth Shea,
country-western singer, for first page ranking)
SpeakerBox Communications is a $2M technology PR firm
(Competing with the new Bud Light Speaker Box tailgate toy).

For companies, resistance to social media is futile. Millions of people are creating content for the social web. Your competitors are already there. Your customers have been there for a long time. If your business isn’t putting itself out there, it ought to be.
- B.L. Ochman, BusinessWeek, February 2009

How to know if you’re NOT ready:
Website stinks
Understaffed for current efforts
Lack of leadership support
Basic SEO has not been done
Website metrics not in place
No communication strategy
No belief in transparency
Crappy product
Sales funnel is broken
Don’t care what customers think
- KippBodnar, www.socialmediaB2B.com

New Rules: Customer Engagement
1.
LISTEN
LEARN
LEADS!
2.
3.

LISTEN
Audit yourself: It is every CEO’s job, not just the job of marketing
Google Search / Google Alerts
Technorati.com
Search.twitter.com
Tweetdeck.com / HootSuite.com
Compete.com

What Do You Hear?
At a minimum, the expectation is that you are listening

Case in Point…One Year Ago…
YouTube Video

Fallout...
Motrin site crashed
Mothers boycotted
Motrin pulled ad (late)
Video backlash posts
#motrinmoms #1 search

1st Page Search on “Motrin” Today:

Case in Point:
YouTube Video

Gulp…

And it just keeps going…

Still…
And GOING:
Quick search 11/18/09 12:34 pm

LEARN
It has never been easier to give your customers what they desire.
If you’ve listened, you can learn!

Engagement Varies by Industry
Source: www.engagementdb.com

Learn What Your Customers Want
Social media listening posts help you learn what customers want
Open a channel to see who walks through
Incorporate into your product strategies, customer support procedures, communication strategies

B2B Case Study
Social Media Swami, Hired 2006
Self-described listening post
and speaker on topics such as
“Selling Social Media To Your Boss”
Source: ShashiBellamkonda
4 goals in social media strategy:
Brand/reputation management
Connecting with customers
Community outreach
New business (leads!)

Turn the Brand Around

Sentiment over time

LEADS!
Search
+ Content
+ Social Media
= Leads*
* HubSpot, 2009, Inbound Marketing Software Provider

Buyers Used to Solve Problems:
Talking to Salespeople
Product Literature
Tradeshow attendance
Reading articles or ads, commercials
©2008 Online Marketing Connect Institute

Now They Solve Problems:
Google searches
Online portals and news sites
User-generated content and opinions
Word of “mouse”
Direct to company websites
©2008 Online Marketing Connect Institute

IT ALL STARTS WITH SEARCH

Keys to High Search Rankings
Select good keywords
Dynamic site, keyword-centric content strategy
Inbound links from high authorities

You Then Need Good CONTENT

Content strategy plans for the creation, publication, and governance of useful, usable content.
- Kristina Halvorson, President, Brain Traffic and ©A List Magazine

What Qualifies as Content?
Website
Press releases
eBooks
Blog comments
Twitter feeds
Photos/Videos
Blog Posts
Articles by 3rd party
Surveys
Product Reviews
Whitepapers
Social conversations

Then It’s All About Being SOCIAL

Twitter Sidebar…

Twitter In Social

Twitter Stats
4.3M unique visitors in August 2008 (comScore)
54.7 Unique visitors in August 2009 (comScore)
Average age: 31(Pew Internet & American Life Project)
Fastest Growing Twitter Age Group: 35-54
BTW: “Teens Don’t Tweet” (Mashable)

Twitter Stats by Gender and Age

Don’t Try to Boil the Ocean

C-level Checklist
Establish your listening posts
Twitter, Technorati, Google Alerts, Search
Encourage/embrace execution by team
Establish your personal CEO dashboard
Give it 6-12 months, determine ROI

Sample CEO Dashboard
Compete.com ranking (unique visitors vs competitors)
Websitegrader.com rank (tracks website efficacy)
# inbound marketing leads (CRM, Hubspot, Leadlander)
Authority ranking (Technorati)
Lead conversion rate (Eloqua, SilverPop, Marketo)
Crisis or social media sentiment (Radian6)
Level of engagement (optional)

So, GET SOCIAL!
Thank You For Your Attention
Elizabeth Shea
www.speakerboxpr.com
Twitter: @eliz2shea
eshea@speakerboxpr.com

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The Social CEO: New Rules of Engagement

by Elizabeth Shea on Nov 19, 2009

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