Social Media Boot Camp Vancouver October 2013

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Social Media Boot Camp Vancouver October 2013

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

    1. 1. The Social Media Boot Camp With Shane Gibson @shanegibson #SocializedCamp @ceilisvan Wifi: Ceilis Public irishnet1
    2. 2. Knowledge & Literacy Integrated Strategy Process & Systems Social DNA & Culture The Socialized Leader 4 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 and social networking landscape • The big 8 networks and key emerging networks and technology • The mobile consumer and decision maker
    5. 5. Is being a social leader or organization a nice to have, or vital to success?
    6. 6. “Saying you don’t believe in social media is like saying you don’t believe in the internet.” - @garyvee
    7. 7. “There are no more marketing gurus – just customers with megaphones”
    8. 8. McKinsey Global Institute Study…
    9. 9. Return on Investment
    10. 10. Return on Investment
    11. 11. Owned? Earned? Paid? Build Your Media 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/mo 49 % of Top 100 28 % of 18 – 29 year olds 13 % of 30 – 49 year olds 3% of 50 – 65 year olds
    18. 18. Mobile Users/Day 7.3M 6.9M Daily Active Mobile Users
    19. 19. 25 Million Unique
    20. 20. 1st Time Buyers Social 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 Integrated Strategy & 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 a leader and no one is following you... You’re actually just going for a walk“ (Arabic Proverb)
    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. Social Careers "job postings for social media roles have grown a whopping 1300% in the last three years. And they saw a sharp increase – from 883% to 1357% – in Q2 2013 alone. Another interesting learning: 42% of social media positions are senior level. Brands see that success in social often takes a seasoned marketer’s expertise." - Offerpop.com
    29. 29. Social Leaders
    30. 30. Get Sociable!
    31. 31. More Filters and Stops • Less automation in Twitter • Tougher rules on LinkedIn and Facebook • Following limits on Instagram • Google updates their Algorithm and upsets the world
    32. 32. Community Leaders are Vital
    33. 33. Influence Teams
    34. 34. Fresh Unique Content
    35. 35. Twitter • Profile fundamentals • Expanding reach • Increasing engagement • Your system and formula
    36. 36. Twitte r Formul a
    37. 37. 1. Morning Quote 2. Post Content 3. Post Some Tips 4. Retweet 5. Thank and Follow 6. Help Someone 7. Get Social 8. Connect with Influencers Twitte r Formul a
    38. 38. Facebook • New challenges • Increasing reach • Increasing engagement • Customizing • Sponsored Posts versus Ads
    39. 39. What gets lift? FaceBook Posts and Contests
    40. 40. Engaging Posts - Quizzes
    41. 41. In the Community
    42. 42. Memes / Pop-Culture
    43. 43. Sponsored Posts
    44. 44. Get Sociable!
    45. 45. Get Visual - Images
    46. 46. Offerpop.com
    47. 47. Offerpop.com • Fangated Coupons • Refer-a-friend Contests • Photo contests • Tug-of-war • Video contests • Caption contests • Twitter deals
    48. 48. Example: A Simple and Trackable Contest Code/Deal of the Week • simple to execute • brings people through the door • can schedule weekly or use as a means of moving food inventory • track using Micros or Squirrel • supplement with promoted posts • post across all social platforms, or use to drive traffic to particular outpost
    49. 49. LinkedIn is a lot like the gym
    50. 50. Incomplete Profile = Networking like this guy:
    51. 51. Business Pages • How to start • Adding Products and Services • Daily Content
    52. 52. Adding Connections 1. People you really know 2. People you sort-of know 3. People you don’t know 4. Only group one can be “blanket” added 5. For 2&3 customize and personalize
    53. 53. Summary • LinkedIn works if you work it • But your best foot forward • It’s about business – have a business page • Connect daily with people
    54. 54. Who blogs anyway?
    55. 55. Blogging • Blogging’s role in social media communications • What to blog about • How to build traffic and subscribers
    56. 56. 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
    57. 57. What to blog about? • Video (Yours and Others) • Twitter stream on a topic • Guest bloggers (experts, influencers, key staff) • Interviews via email, video, skype etc. • Top 10 and list posts • Transcribe Audio/Video
    58. 58. Building reader base • Post content links (and partial posts) on social networks • Have an email subscription option • Notify customers and existing newsletter subscribers – use newsletter as a digest • Reciprocal guest blogging • Link from all other networks • Put it in print
    59. 59. @Keenan
    60. 60. Listening
    61. 61. Business Intelligence • Search.Twitter.com • Google Alerts, Mention.net, talkwalker.com • Facebook Search • Linkedin Search • Customer/Community blogs and social networks • Competitor/Industry news, blogs, and social networks • Google Analytics
    62. 62. Blog.suggestionbox.com
    63. 63. Real-Time Feedback
    64. 64. Score Keeping?
    65. 65. Stakeholder Spotting
    66. 66. Twitter Search (Local)
    67. 67. Intel/Data
    68. 68. Facebook Search
    69. 69. Social Selling CRM SCRM Social email Values Preferences Data Relationship History Business Intel Personal Intel 360 view SCRM
    70. 70. Hootsuite
    71. 71. Can we just not do it?
    72. 72. Get in the game
    73. 73. Boeing
    74. 74. Mediadecoder.com: “Like many large companies we do not accept unsolicited ideas. Experience showed that most ideas had already been considered by our engineers and that there can be unintended consequences to simply accepting these ideas.The time, cost and risk involved in processing them, therefore, were not justified by the benefits gained.” - Boeing
    75. 75. How to Win 1. Align with Program and Community Goals 2. Identify Your Your Nano-tribes 3. Pick the Right Platforms 4. Map out Social Media Policy & Educate 5. Map out Your Plan 6. Implement Listening and Engagement Strategy 7. Create focused content/conversations 8. Scale through community and influencer relationship building
    76. 76. Pillar 4 Social DNA Becoming a Social Business • Social Media Policy • Social Staff • Breaking Down Silos • Getting Social With Each Other • Social Media Education & Sharing • Failing Forward
    77. 77. AltimeterGroup.com
    78. 78. Social Media Policy • Protects: • Your Brand • Customer, Investors & Community • The Employee
    79. 79. Policy • Safety • Privacy • Proprietary • Process • Etiquette • Engagement
    80. 80. It Belongs to Everyone
    81. 81. Social Media Education • List necessary competencies per position (Tools, strategy, technology) • Form best practices groups and set-up education days • Customized training • Public courses • Online resources
    82. 82. Online Quicklist • Problogger.net • Socialized.me/blog • Closingbigger.net • Marketingprofs.com • Lynda.com • Hootsuite University • Mashable
    83. 83. Marketing is an experiment.
    84. 84. Get Sociable!

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