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Social Media for CEOs
 

Social Media for CEOs

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Presented to the John Carroll Entrepreneurs Association on March 24, 2010.

Presented to the John Carroll Entrepreneurs Association on March 24, 2010.

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    Social Media for CEOs Social Media for CEOs Presentation Transcript

    • 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
    • Social Media & JCUEA Members
    • Social Media & JCUEA Members
    • 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