Social Media for CEOs

Social Media for CEOs Special Presentation for JCUEA Members March 24, 2010

Agenda 1) What is Social Media? 2) Why Does it Matter to Your Business? 3) What Can You Do to Get Started?

What is Social Media?

What is Social Media? •  Consumer-generated content. We are all the media, the publishers. •  People trusting the opinions of their peers and collaborating online to help and support each other. •  Consumers choosing when and where to interact with brands. Tuning out of traditional, outbound marketing.

What is Social Media? •  Social media is about listening, learning, building relationships and bringing value to the communities relevant to your organization. •  Social media is a lifetime commitment to connecting with your audiences (e.g. customers, prospects, peers, partners) in a more authentic and personal way. •  Three phases: Monitor, Participate & Publish

What is Social Media?

Social Media by the Numbers 15.2 billion core searches conducted in January 2010 Source: comScore, Inc

Social Media by the Numbers U.S Internet users watched 32.4 billion videos in January 2010 Source: comScore, Inc

Social Media by the Numbers More than 133,000,000 blogs have been indexed by Technorati since 2002 Source: Technorati

Social Media by the Numbers More than 1 billion “tweets” estimated per month Source: Royal Pingdom

Social Media by the Numbers LinkedIn has more than 60 million members in 200+ countries and territories around the world Source: LinkedIn

Social Media by the Numbers More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week on Facebook Source: Facebook.com

Social Media by the Numbers •  More than 60 million status updates daily •  More than 1.5 million local businesses have active Pages •  More than 20 million people become fans of Pages each day •  Average user spends more than 55 minutes per day on Facebook •  More than 100 million active users access Facebook through their mobile devices Source: Facebook.com

Social Media & JCUEA Members

Social Media & JCUEA Members •  24% reported “quantifiable success” from social media efforts •  80% do not have a social media policy (9% unsure) •  61% do not have anyone responsible for social media within the organization (12% unsure) •  76% do not monitor online conversations/mentions

Why Does it Matter to Businesses?

The Facts •  Social media should be an essential component of every organization’s integrated marketing strategy. •  It is irrelevant if you personally use or believe in the value. It’s what matters to your current and future customers, prospects, employees and partners. •  Social media presents an opportunity for company leaders to build strong personal brands that directly impact the organization’s brand and success.

Social Media & Personal Brands •  What’s important to us. •  What we value. •  Where we’re going. •  What we’re doing. •  Who we’re with. •  What we buy. •  What we think. •  What we’re passionate about.

Social Media Goals Generate Leads & Build Loyalty

What Else Can it Do? Create connections and build relationships.

What Else Can it Do? Manage your brand online.

What Else Can it Do? Establish professionals as experts, thought leaders and innovators.

What Else Can it Do? Grow smarter and faster than your competitors.

What Else Can it Do? Strengthen employee recruitment and retention.

What Else Can it Do? Reach and engage audiences, specifically younger demographics.

Who Will You Reach? Audience Segments •  Customers •  Peers •  Prospects •  Competitors •  Mainstream media (print, •  Social media (bloggers, broadcast) social networkers) •  Vendors & Partners •  Job Candidates & Employees

Who Will You Reach? Buyer Personas •  What are their goals and •  What's important to them? aspirations? •  What words and phrases do •  What are their problems? they use? •  What media do they rely on •  What sort of images and for answers? multimedia appeal to them? •  How can you reach them?

So what’s the ROI?

More important question: What is the cost of doing nothing?

How Do You Measure Success? It is NOT a direct ROI.

How Do You Measure Success? But it is measurable

How Do You Measure Success? •  Inbound links •  Reach (followers, friends, fans) •  Website visitors •  Leads •  Pageviews •  Speaking •  Referring sites opportunities •  Keyword rankings •  Engagement

What Can You Do to Get Started?

The GamePlan in Action •  Step 1: Clearly define and differentiate your brand. •  Step 2: Design and deploy a content-driven Website. •  Step 3: Go beyond prospects, and consider the impact of your marketing efforts on all audiences. •  Step 4: Establish measurable and meaningful campaign objectives designed to achieve the primary goals of leads and loyalty.

The GamePlan in Action •  Step 5: Build an integrated campaign: brand, Website, search, social media, content and PR. •  Step 6: Establish dynamic budgets that can be easily shifted based on campaign performance and analytics. •  Step 7: Define campaign timelines with milestones, tasks and responsibilities. •  Step 8: Measure everything, and be willing to adapt and evolve.

THINK Content & Community •  Step 1: Monitor •  Step 2: Participate •  Step 3: Publish

Step 1: Monitor Conduct social media searches of blogs, forums and social networks relevant to your company and expertise. Subscribe to RSS feeds & Google Alerts.

Step 2: Participate Become a part of the community. •  Secure and build profiles on key social networks •  Integrate social media activity into customer service, marketing and HR programs

Step 3: Publish Create a content marketing strategy and start publishing great multi-media content that’s highly relevant to your audiences.

THINK Content & Community

Things to Consider •  Personal vs. professional participation •  HR issues •  Corporate social media policy •  Strength of your Website and brand •  Measurement •  Integration with your overall marketing strategy •  Time commitment •  Internal capabilities and capacity •  Regulatory issues

Social Media for CEOs Special presentation for JCUEA Members Q&A Paul Roetzer (216) 333-1242 paul@pr2020.com Twitter: @paulroetzer www.PR2020.com

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Social Media for CEOs

by PR 20/20 on Mar 24, 2010

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Social Media for CEOs — Presentation Transcript