How Social Media is Enabling Individuals and Organizations

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This presentation was first given to the "Growing of Giants" conference in May of 2013. Growing of Giants is an offshoot of the Entrepreneur Organization's Program that meets annually to learn, grow …

This presentation was first given to the "Growing of Giants" conference in May of 2013. Growing of Giants is an offshoot of the Entrepreneur Organization's Program that meets annually to learn, grow and build their businesses.

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  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • - Add in all departments and the need for coordination across departmentsEnter the C-Suite (Leveraging their influence in the market)Social has until recently been accomplished separate from all existing systemsWe now see the need to connect the existing workflows to social
  • - Add in all departments and the need for coordination across departmentsEnter the C-Suite (Leveraging their influence in the market)Social has until recently been accomplished separate from all existing systemsWe now see the need to connect the existing workflows to social
  • At buildout, a Social Organization includes all departments and employees in an organizationIt fosters and manages a coordinated effortIt’s workflows tie into the existing processes and systems currently deployed

Transcript

  • 1. How Social Media is EnablingIndividuals and Organizationsavailable now: j.mp/kempg2#g2kempCreated for Growing of Giants, May 2013By: Kemp Edmonds
  • 2. Agenda• My Story• Statistical Overview• The Human Nature• Starting with Why - Workshop• Measurement Best Practices• Successes and Failures• Developing Strategy – Workshop• A Few Quick Demos• Open Season – Q&A+
  • 3. It started here…and never ends.
  • 4. Potential
  • 5. Inspiration
  • 6. Self-directed Learning
  • 7. Love and Work
  • 8. Choose Your Own Adventure• Pakistan’s First Social Media Company• Chief Technology Officer, NASA• Expert Legal Witness Facebook Firing
  • 9. Social surpassing email
  • 10. Time spent online
  • 11. It’s Mobile
  • 12. Source: MarketingCharts.com, Experian HitwiseTop Social Networks
  • 13. Facebook Dominates
  • 14. It means business2013 B2B Marketing Survey
  • 15. Understand what works
  • 16. LinkedIn 4X Better for B2B
  • 17. Understand the EcosystemsLinkedIn – The Business Luncheon
  • 18. Understand the EcosystemsTwitter – The Cocktail Party
  • 19. Understand the EcosystemsFacebook – The Bar/Backyard BBQ
  • 20. Is it for everyone?• Is your target market there?• Does your target market have the time?• Are they accessible?• Do you have the time?• Are you seeking new opportunities?• Who uses Facebook? Twitter? LinkedIn?Social Media often comes last and should.
  • 21. Important Questions• Is your website ready to receive and convert?• Do you have positive testimonials?• Do you have a organizational blog?• Respond to emails? Answer the phone?• Are you listening? Listening comes first.Social Media often comes last and should.
  • 22. It’s something new…Two-way media that operates on a scale from private to public.-Clay Shirky, Cognitive Surplus
  • 23. To empower us to do the thingswe’ve always done.
  • 24. Maslow’s Hierarchy of Needs
  • 25. It helps build personal brand
  • 26. It helps build personal brand
  • 27. Bridge the digital divide
  • 28. Source: Simon Sinek, graphic: http://life-engineering.com/files/2010/08/simon-sinek-the-golden-circle.jpgStarting with Why
  • 29. WhyHowWhatBreaking it Down
  • 30. GoalsObjectivesMeasures of SuccessWhat to do get thereBreaking it Down
  • 31. Your Journey - Workshop• Starting with Why Why – Visionary Goals How – Measures of Success What – TacticsGoalsObjectivesMeasures of SuccessWhat to do get there
  • 32. 5 Minute Break
  • 33. What are people measuring?
  • 34. REACHBASEENGAGEMENTCONVERSION2013 B2B Marketing Survey
  • 35. 2013 B2B Marketing Survey
  • 36. You can measure ROI
  • 37. It takes work
  • 38. It needs to be worth it
  • 39. 80/20 Two WaysSpend 80% or more of the time communicating… Engaging with others Sharing other people’s content Being helpful Providing value to your audienceSpend 20% or less of the time marketing… Talking about products and services Posting testimonials Sharing success
  • 40. 80/20 Two WaysRight Way Wrong WayEngagingReporting
  • 41. Don’t get caught playing thenumbers gameValue of DataNumbersAnalysisActions taken tooptimize business
  • 42. End to End Tracking
  • 43. VisitsInterestConversionEnd to End Tracking
  • 44. Off SiteOn SiteVisitsInterestConversionEnd to End Tracking
  • 45. VisitsInterestConversionEnd to End TrackingOff SiteOn Site
  • 46. REACHBASEENGAGEMENTCONVERSIONKemp’s MeasurementPhilosophy
  • 47. Ideapaint keeps it simple
  • 48. 5 Minute Break
  • 49. Examples of Success &Failure
  • 50. Stories of SuccessChange the law. #SEC
  • 51. Stories of SuccessBe Human. Be Helpful
  • 52. Stories of SuccessCategory Thought Leadership
  • 53. Stories of SuccessBeing the Hub
  • 54. Stories of SuccessCrowdsourcing Innovation
  • 55. Giving @ScaleStories of Success
  • 56. Consider Barriers to EntryUGC Contesting LessonVideoAudioText
  • 57. A Comedy of ErrorsWrong Account. Business Lost.
  • 58. A Comedy of ErrorsWrong Account. Made Right.
  • 59. A Comedy of ErrorsWrong Account. Made Right.
  • 60. A Comedy of ErrorsWrong Account. Made Right.
  • 61. A Comedy of ErrorsInsensitivity Hurts Brands.
  • 62. A Comedy of ErrorsA trend is not an opportunity
  • 63. A Comedy of ErrorsEven CEOs get it wrong.
  • 64. A Comedy of ErrorsOne Wrong Move.
  • 65. A Comedy of ErrorsDon’t let the kids drive.
  • 66. A Comedy of ErrorsKnow the law. #SEC
  • 67. A Comedy of ErrorsYou can’t control the crowd
  • 68. A Comedy of ErrorsYou can’t control Employees
  • 69. Have any stories?Share them with us
  • 70. Lessons• Empower those you trust or use tools to help• Understand the potential implications• Use common sense• Know what you can and cannot control• Be sensitive• Stay positive• Strategy trumps tactics• Start with Why
  • 71. Strategy trumps tacticsintersectionconsulting.com
  • 72. 74The Inside-Out Strategy
  • 73. 75Begin with Goals…
  • 74. 76...From Goals StemObjectives
  • 75. 77...Then Measures of Success
  • 76. Last comes the execution
  • 77. Breaking it down
  • 78. • Goal• Objective• Measures• TacticsBe Integral to the CommunityRaiseAwareness%increase inTwitterMentions%increase inSocialMentionsWebsitetraffic fromsocial sitesA Social Marketing Example
  • 79. Your Organization - Workshop• Starting with Why Why How WhatOrganizational GoalsCommunications ObjectivesMeasures of SuccessOperational Tactics
  • 80. Essential Tools - Demo
  • 81. Q & A• Special Thanks to Cameron Herold and G2• kempedmonds.com• @kempedmonds• This Presentation: j.mp/kempg2• More Presentations: j.mp/kempslides
  • 82. Social Business Hierarchy of Needs
  • 83. Strategy/GoalsSocial PolicyWorkflowsComplianceFoundationsSecuritySocial AnalyticsAccess: Web/MobileThe Social Organization
  • 84. Strategy/GoalsSocial PolicyWorkflowsComplianceFoundationsSecuritySocial AnalyticsAccess: Web/MobileMARKETINGSUPPORTSALESHRC-SUITER&DIT
  • 85. Strategy/GoalsSocial PolicyWorkflowsComplianceFoundationsSecuritySocial AnalyticsAccess: Web/MobileMARKETINGSUPPORTSALESHRC-SUITER&DIT
  • 86. C-SUITESUPPORTHRR&DITMARKETINGSALESStrategy/GoalsSocial PolicyWorkflowsComplianceFoundationsSecuritySocial AnalyticsAccess: Web/Mobile
  • 87. C-SUITESUPPORTHRR&DITMARKETINGSALES CRMMARKETINGAUTOMATIONWEBANALYTICSCUSTOMERSERVICEPLATFORMStrategy/GoalsSocial PolicyWorkflowsComplianceFoundationsSecuritySocial AnalyticsAccess: Web/Mobile
  • 88. THOUGHT LEADERSHIPEXECUTIVE PROFILESC-SUITECRMWEBANALYTICSSUPPORTHRR&DITMARKETINGSALESTECH LEADERSHIPINFLUENCER COMMUNITYMARKETINGAUTOMATIONCUSTOMERSERVICEPLATFORMWEBSITESDEMANDGENERATIONPERSONALACCOUNTSPERSONALCOROPORATEACCOUNTSINTERNALSOCIALNETWORKSINTERNALSOCIALNETWORKSStrategy/GoalsSocial PolicyWorkflowsComplianceFoundationsSecuritySocial AnalyticsAccess: Web/Mobile