Social Media & Leadership

Social Media & Leadership Leadership Butler September 16, 2010

Agenda
Introductions
KLC Leadership Principles
Definition
Stats
What is..
How to get started
Tips
Q & A

Introductions Andy Huckaba President, Huckaba & Associates

KLC PRINCIPLES
Leadership is an activity not position or authority.
Each of us has the opportunity to exercise leadership at any time in any situation.
The activity of leadership starts with a personal intervention.
Exercising leadership is an experimental and improvisatory art. We cannot know if an intervention will work until we try it.
Exercising leadership is inherently risky: Once we intervene we lose significant control over the outcome.

KLC Competencies
Diagnose Situation: Deliberately working to more deeply and thoroughly understand a situation before action
Managing Self: Exercising civic leadership effectively requires knowing yourself enough to understand how well you are situated to intervene. This will involve challenging your assumptions about your strengths and weaknesses as well as expanding your repertoire of possible responses.
Intervene Skillfully: Exercising civic leadership starts with a personal intervention. Making conscious choices about whether, when and how you intervene and how to do so most skillfully will help you maximize your chances for making progress.
Energize Others : Exercising civic leadership on adaptive challenges requires engaging others. Engaging others means connecting interests, attending to how people work together (the process) and inspiring them to make progress.

Social Media Revolution

What is Social Media? Social media is another communications strategy, like advertising, PR and interactive, except different

Social Media Defined Platforms/Applications (Facebook, Twitter, blogs) that enable the establishment and engagement and interaction of communities of people with common interests.

Social Media Explained Visually

Top Social Networks

Stats
Facebook has 500+ million users (7/2010)
Doubled in size in the past year
30+ billion pieces of content (links, pictures, stories, etc) shared each month
150 million access via mobile device
Twitter has 105+ million users (6/2010)
300,000 new users per day
190 million unique visitors per month
65 million Tweets per day

Stats, stats, more stats
LinkedIn has 50+ million global users
Flickr hosts more than 4 billion images
70% of bloggers are organically talking about brands on their blog.
38% of bloggers post brand or product reviews.
YouTube has more than 2 billion views each day!

Social Core System

What is a Blog?
The term Blog is a shortened version of "We b log ” - a regularly updated website based around a subject that the blog owner (or owners) would like to talk about
Blogs are about:
Sharing thoughts and ideas in an expansive and unstructured way
Creating awareness of and creating new links to an existing website
Promoting products, increasing on-line presence and gaining customer feedback

What is Twitter ?
A social networking tool that can help improve your customer service, promote events and create new contacts in your industry
Twitter is about:
Creating BUZZ
Real Time News Channel
Status Update
Instant Social Messaging Connect with Audience
Information Tool

What is Facebook ?
A Social Networking service, started in 2006, that allows people to share information easily using computers or mobile internet devices.
Facebook is about:
Connecting with “Friends & Family”
Personal Engagement
Sharing pictures, events, life
Various privacy settings (friends, groups, everyone, search engines)

What is YouTube ?
Founded in February 2005 and has become one of the most popular video portals in the world.
YouTube is about:
Branding - build a channel, brand videos & promote
Leveraging the Viral nature of YouTube spreading the videos to a large number of people
Allowing users to submit as well as search for videos

What is Yelp ?
Yelp was founded in 2004
Mission: connect people with great local businesses
Top 100 website with 31 million unique monthly visitors (March 2010)
Over 10 million local reviews
Over 1.25 million iPhone app installs (also available for BlackBerry, Palm Pre, Android and mobile web)

What about Negative Reviews?
Don’t worry
Majority are positive (80%)
Highlight areas for growth, including product development
You probably already know about most of them
Reviews / word of mouth happen, with or without you
Don’t Be Afraid of Negative Reviews

How to Get Started
Listen & Learn
Identify who, what, where, volume & sentiment
Plan
Social media policy, monitoring & response, proactive engagement
Engage
Implementation of the plan, including integration with other systems, digital properties and business processes

Them, Not Us
The best advertising is not us talking about us. It’s other people talking about us. Make conversations about the consumer first.

Be Where the Consumers Are
Find your evangelists. Know where your target consumers congregate and converse. Contribute to those communities and conversations first.

Show Signs of Life
Integrate and promote social content throughout your online and offline presence.

Action Trumps Eyeballs
Aim for engagement, endorsement and evangelism. Design for action and interaction. Think hearts and minds, not just eyeballs.

Connect & Collect
Use every appropriate conversation to collect information that will make the relationship more personal and special.

Tips & Rules
The 1% Rule - a small fraction of site visitors are responsible for a substantial portion of total site traffic.
The 2-4X Rule - When it comes to conversion, visitors driven to a site by influencers are two to four times more likely to convert compared to visitors from other sources
The New Media / New Pipes Rule - it matters far more what consumers do with your content than what you do with your content. What they say about your brand means more than what you say about your brand.

Tips & Rules
The Martha Stuart Rule - Throw your own party; don't just cater someone else's!
The Power of Weak Links Rule - you are far more likely to find your next job through a friend-of-a-friend than through an intimate contact.
The Feed the Fire Rule - Consumers love to share relevant, engaging, useful, and entertaining content with their friends. Make it easy for them to find your content and make it easy for them to share your content.
The More Things Change Rule - e-mail and IM remain popular ways to share content. So don't throw out your old e-mail marketing methods

Tips & Rules
Horse Before the Cart Rule - if you want to succeed in social media, your brands and content need to have social attributes -- content worth sharing, brands worth talking about, sites that encourage consumer participation and dialog.
The PR Pitfalls Rule - more than 90% of blog seeding has no material impact. Up to 5% gets some response, but less than 2% of seeding drives valuable traffic. In other words, if you can't track efficacy of these efforts, don't bother.
The Customer Service Rule - Focus on providing useful content and offers to your target audience and they will spread your messages for you.

Keep in Mind
Audience size doesn’t prove influence on Twitter
Your employees and customers are your most valuable asset. Work with them - not against
Don’t ignore your existing digital properties - website, email
Cross pollinate

How does this apply to Leadership?
Another way to listen and understand
Another way to engage
Another way to energize others
Another way to Intervene/Experiment

Contact
Andy Huckaba - President, Huckaba & Associates
Email: andy@huckaba.com
Phone: (913) 485-3210
Twitter – http://www.twitter.com/andyhuckaba
Facebook – http://www.facebook.com/andyhuckaba
LinkedIn – http://www.linkedin.com/in/andyhuckaba
Blog – http://blog.huckaba.com
Website – http:// www.huckaba.com

Appendix
The CMO’s Guide to the Social Media Landscape
The 10 Essential Rules for Brands in Social Media
The Conversation Prism
Mashable - The Social Media Guide
20+ Amazing Social Media Stats
Facebook Press Room: Statistics
The Age of Social Networks
Dustin Jacobsen – VP Social Media, Barkley USA

Thanks!
Q&A

Social Media & Leadership

by huckaba on Sep 17, 2010

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Social Media & Leadership — Presentation Transcript