Enterprise Social Media Boot Camp Vancouver June 19 2013

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Enterprise Social Media Boot Camp Vancouver June 19 2013 presented by Shane Gibson social media speaker and author .

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  • Shane share ’s his favorite quote
  • Steve covers Disengaged. Introduces thought leaders.
  • Shane is odd.
  • Enterprise Social Media Boot Camp Vancouver June 19 2013

    1. 1. The Enterprise Social MediaBoot CampWith Shane Gibson@shanegibson#SocializedCamp
    2. 2. Knowledge& LiteracyIntegratedStrategyProcess& SystemsSocial DNA& CultureSocialized Enterprise4 Pillars of Digital Leadership
    3. 3. http://google-latlong.blogspot.ca/You Can’t Build a Plan Without a Map
    4. 4. Pillar 1: Knowledge& Literacy• The state of the social media andsocial networking landscape• The big 8 networks and key emergingnetworks and technology• The mobile consumer and decisionmaker
    5. 5. Is being a socialenterprise ororganization a nice tohave, or vital tosuccess?
    6. 6. “Saying you don’tbelieve in social media islike saying you don’tbelieve in the internet.”
    7. 7. “There are no more marketinggurus – just customerswith megaphones”
    8. 8. McKinsey Global Institute Study…
    9. 9. Return onInvestment
    10. 10. Return onInvestment
    11. 11. Owned?Earned?Paid?Build YourMedia Asset
    12. 12. 1.1Billion
    13. 13. 200 Million
    14. 14. 300 million updates/day
    15. 15. 3BillionViews/Day
    16. 16. • 650,000 new members per day• 5 million + Buttons clicked per day
    17. 17. 100 Million/mo49 % ofTop 10028 % of 18 – 29 year olds13 % of 30 – 49 year olds3% of 50 – 65 year olds
    18. 18. Mobile Users/Day7.3M6.9MDaily Active Mobile Users
    19. 19. 25 Million Unique
    20. 20. 1stTime BuyersSocial referral value in e-commerce (Fast Company)$68.78$80.22$179.36
    21. 21. Engagement Islands
    22. 22. Marketing Ecosystem
    23. 23. Mobile Social Canadians
    24. 24. Pillar 2 & 3 IntegratedStrategy& Management• Key Social Principles• Best Practices on platforms• Social Media Management Tools• Social Selling• Responding to Crisis• Social Media Plans and Templates
    25. 25. “If you think you are aleader and no one isfollowing you...You’re actually justgoing for a walk”
    26. 26. Thought Leadership
    27. 27. Rules of Engagement#1 Stop pitching and start connecting#2 Doers win in the game of social media#3 It’s not about you#4 Be fearless in your contribution to community#5 Don’t be a social spammer, engage#6 Be authentic#7 Be consistent#8 Leverage through influencers and community
    28. 28. Get Sociable!
    29. 29. More Filters andStops• Less automation in Twitter• Tougher rules on LinkedIn andFacebook• Following limits on Instagram• Google updates theirAlgorithm and upsets theworld
    30. 30. Community Leaders are Vital
    31. 31. Influence Teams
    32. 32. Fresh UniqueContent
    33. 33. Twitter• Profile fundamentals• Expanding reach• Increasing engagement• Your system and formula
    34. 34. TwitterFormula
    35. 35. 1. Morning Quote2. Post Content3. Post Some Tips4. Retweet5. Thank and Follow6. Help Someone7. Get Social8. Connect withInfluencersTwitterFormula
    36. 36. Facebook• New challenges• Increasing reach• Increasing engagement• Customizing• Sponsored Posts versus Ads
    37. 37. What gets lift?FaceBookPosts and Contests
    38. 38. Engaging Posts - Quizzes
    39. 39. In the Community
    40. 40. Memes / Pop-Culture
    41. 41. Sponsored Posts
    42. 42. Get Sociable!
    43. 43. Get Visual - Images
    44. 44. Offerpop.com
    45. 45. Offerpop.com• Fangated Coupons• Refer-a-friend Contests• Photo contests• Tug-of-war• Video contests• Caption contests• Twitter deals
    46. 46. LinkedIn is a lot like the gym
    47. 47. Incomplete Profile =Networking like this guy:
    48. 48. Business Pages• How to start• Adding Products andServices• Daily Content
    49. 49. Adding Connections1. People you really know2. People you sort-of know3. People you don’t know4. Only group one can be “blanket” added5. For 2&3 customize and personalize
    50. 50. Summary• LinkedIn works if you work it• But your best foot forward• It’s about business – have a businesspage• Connect daily with people
    51. 51. Blogging• Blogging’s role in social mediacommunications• What to blog about• How to build traffic and subscribers
    52. 52. What to blog about?• Frequently Asked Questions (List 20)• New developments (cool factor, fun,innovative, community focused, news)• Events on-site or in the community• Your take on local news• Your take on mining news and events
    53. 53. What to blog about?• Video (Yours and Others)• Twitter stream on a topic• Guest bloggers (experts, influencers, keystaff)• Interviews via email, video, skype etc.• Top 10 and list posts• Transcribe Audio/Video
    54. 54. ✘Marketing materials and brochure ware✘Endless event announcements with no addedvalue✘Cut and paste corporate announcements andpress releases✘Product and service pitches✘No comments or heavy moderation✘Not a personal voiceCorporateBlogging Errors
    55. 55. Video• Can be faster to produce than text• Humanizes the message• Easy to distribute and repurpose• Additional SEO benefits• Smartphones make it mobile and instant• Increases conversions• Increases visitor stays
    56. 56. SEO• Search Engine Optimization• TitleTags• Image names, alt text & descriptions• URL aka Slug• Content Density• Internal and External Links• Velocity of posting
    57. 57. Building reader base• Post content links (and partial posts) onsocial networks• Have an email subscription option• Notify customers and existing newslettersubscribers – use newsletter as a digest• Reciprocal guest blogging• Link from all other networks• Put it in print
    58. 58. Who blogs anyway?
    59. 59. @Keenan
    60. 60. Who’s Mitch?
    61. 61. Nanotribes
    62. 62. CATEGORYUSERS NON-USERSRETAIN DEVELOP REGAIN GAINAAbsoluteBBeneficialCConvenientHigh Yield& LargerInvestmentLower Yield& SmallerInvestmentPro-Active &High Relation-ship SellingPassive &Lower Rela-tionship SellingThe ABC‘s of Targeting
    63. 63. Calls1st2nd3rd4th5th &OnwardConverted2 of 1003 of 984 of 9510 of 9181 of 81Percentage2%3%4%10%81%(100 Competitor’s Clients Converted)Sales ConversionRatio
    64. 64. Listening
    65. 65. Business Intelligence• Search.Twitter.com• Google Alerts, Mention.net,talkwalker.com• Facebook Search• Linkedin.com/Signal• Customer/Community blogs and socialnetworks• Competitor/Industry news, blogs, andsocial networks
    66. 66. Blog.suggestionbox.com
    67. 67. Real-Time Feedback
    68. 68. Score Keeping?
    69. 69. Stakeholder Spotting
    70. 70. Twitter Search(Local)
    71. 71. Intel/Data
    72. 72. LinkedIn Signal
    73. 73. Facebook Search
    74. 74. Social Selling CRMSCRMSocialemailValuesPreferencesDataRelationshipHistoryBusinessIntelPersonalIntel360 viewSCRM
    75. 75. Hootsuite
    76. 76. Can we just not doit?
    77. 77. Get in the game
    78. 78. Boeing
    79. 79. Mediadecoder.com:“Like many large companies we do notaccept unsolicited ideas. Experienceshowed that most ideas had already beenconsidered by our engineers and thatthere can be unintended consequences tosimply accepting these ideas.The time,cost and risk involved in processing them,therefore, were not justified by thebenefits gained.” - Boeing
    80. 80. How to Win1. Align with Program and Community Goals2. Identify Your Your Nano-tribes3. Pick the Right Platforms4. Map out Social Media Policy & Educate5. Map out Your Plan6. Implement Listening and EngagementStrategy7. Create focused content/conversations8. Scale through community and influencerrelationship building
    81. 81. Pillar 4 Social DNABecoming a Social Business• Social Media Policy• Breaking Down Silos• Getting Social With Each Other• Social Media Education & Sharing• Failing Forward
    82. 82. Social Media Policy• Protects:• Your Brand• Customer, Investors & Community• The Employee
    83. 83. Policy• Safety• Privacy• Proprietary• Process• Etiquette• Engagement
    84. 84. It Belongs to Everyone
    85. 85. Social MediaEducation• List necessary competencies perposition• Tools• Strategy• Tech Training• Map out training calendar

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