Keynote Presentation from !gnite Social Media Conference, Great Lakes Bay Social Media; Midland, Michigan

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Slides from my !gnite Social Media keynote presentation with 11 key insights learned from managing social media internally: getting internal support, addressing web shortcomings, working with legal …

Slides from my !gnite Social Media keynote presentation with 11 key insights learned from managing social media internally: getting internal support, addressing web shortcomings, working with legal and developing a budget.

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  • Photo Credits RellyAB http://www.flickr.com/photos/fizzkitten/5113613965/in/photostream/
  • Resource: Study from Mindflash and Column Five: “Are Companies Allowing Employees to Use Social Media in the Workplace?” http://www.mindflash.com/blog/2011/08/to-tweet-or-not-to-tweet-are-companies-allowing/?view=mindflashgraphic Photo Credit: James Rivera Photography: http://www.flickr.com/photos/jamesrivera/4020867596/in/photostream/
  • More than 10,000 new job ads posted online during August required social media skills – UP 94% from last year. http://www.prweb.com/releases/prweb2011/9/prweb8808513.htm Source: WANTED Analytics http://www.wantedanalytics.com
  • Resource: Vanessa Fox
  • Resource: Vanessa Fox, Nine by BlueResource: Search Engine Land Scoring the Super Bowl Commercials for Search Visibility and Visitor Engagement: http://searchengineland.com/scoring-the-2011-super-bowl-commercials-for-search-visibility-and-visitor-engagement-63672
  • Resource: Jeremiah Owyang, Altimeter Report: Social Readiness: How Advanced Companies Prepare http://www.socialmediaexplorer.com/social-media-marketing/social-readiness-report/
  • Resource:woodleywonderworks: http://www.flickr.com/photos/wwworks/1384952210/in/photostream/

Transcript

  • 1. An Insider’s Perspective
    Insights and Lessons From Managing Social Media
    Shannon Paul, Social Media Strategist
  • 2. About Me
    Social Media and Search Manager at Blue Cross Blue Shield of Michigan
    Experience managing social media marketing and communications for companies in the financial services, lifestyle and professional sports industries
  • 3. Social media is still not well understood
    Insight #1
  • 4. 70% of All Companies Ban Access to Social Networking Sites
  • 5. Even Experts are Unsure About ROI Measurement
  • 6. Demand for Social Media Skills Continues to Rise: Up 94percent since 2010
  • 7. Confused Yet?
  • 8. Case Studies are overrated
    Insight #2
  • 9. Chrysler Wins YouTube’s Super Bowl Ad Blitz Contest, Receives More than 47 Million Views in the First 30 Hours
  • 10. Search Volume for Chrysler 200
    Spike in Activity After the “Imported From Detroit” Commercial Airs During the Super Bowl
  • 11. Chrysler’s Website Featured the Video on its Home Page
  • 12. Was the Campaign Goal to Get YouTube Views?
    Tweets and other social media posts linked to the video on YouTube
    Paid search ads on Google linked to the video on YouTube
    Resource: Search Engine Land Scoring the Super Bowl Commercials for Search Visibility and Visitor Engagement by Vanessa Fox
    http://searchengineland.com/scoring-the-2011-super-bowl-commercials-for-search-visibility-and-visitor-engagement-63672
  • 13. What About Chrysler’s Website?
    What if someone on Twitter, or YouTube, or Facebook REALLY wanted to learn more about the car?
  • 14. Search matters
    Insight #3
  • 15. Search is One of the Best Indicators of Consumer Intent
  • 16. Search is Also Not Well Understood
    Many enterprise technology infrastructures do not support search engine optimization best practices
    Web designers and developers are often not well versed in search
    Developing keyword-rich content will not solve the problem if you have infrastructure woes
    SEO best practices boost social performance and vice versa
    Social media professionals should learn about search: the Internet still runs on search
  • 17. The real work starts after you get executive buy-in
    Insight #4
  • 18. ‘Happily Ever After’ is For Fairy Tales
    Real social strategists get to work building processes and establishing patterns of escalation and workflow
  • 19. Are You Up For the Challenge?
    56% of companies engaged in social media do not have defined workflow and response processes
    Resource: Jeremiah Owyang, Altimeter Report: Social Readiness: How Advanced Companies Prepare http://www.socialmediaexplorer.com/social-media-marketing/social-readiness-report/
  • 20. Legal is your friend
    Insight #5
  • 21. How Lawyers Think
  • 22. Recipe for Success with Legal
    Explain exactly what you want to doand how you plan to do it
    This does not mean telling legal you want to “get the company on Facebook” – this is not a plan
    Explain exactly what you need from them
    Disclaimer for known risks
    Terms and conditions
    Research and identify potential risks
    Explain the reason/reward to the company for your activity
    Explain the opportunity risk of NOT doing what you propose
  • 23. Forget your faq
    Insight #6
  • 24. You Must Really Care About Your Customers and Your Company to Effectively Engage in Social Media Because Finding Answers to Real Questions is Complicated
  • 25. Social media magnifies your inability to market online
    Insight #7
  • 26. Social Media Demands More from Your Website IF You Care About ROI
    Landing pages aka bridge pages help create context for users of search and social media
    Social media conversation without establishing a path for deeper engagement is just chit chat
    You don’t need to pitch people when you have clear, relevant paths of interesting content
  • 27. Where Am I?
    Bringing people from Facebook or Twitter to your corporate website home page is probably disorienting for visitors
  • 28. Social media is not free
    Insight #8
  • 29. Free is Not Sustainable
  • 30. How to Budget
    Focus on support for planning and programming day-to-day activities
    Blog content calendar development and management
    Conversation starters for social relationship building
    Partners, not vendors – avoid consultants who offer to manage your entire social media presence
    Avoid building your budget around one-off campaigns that do not accrue to your strategy
    Align social media goals with corporate goals: make the case for owning a portion of the overall budget for that initiative
  • 31. Social media management is a hybrid discipline
    Insight #9
  • 32. Two Skillsets, One Discipline
    Content and Community
    Engages with audiences
    Develops online content, content strategies and editorial calendars
    Monitors and responds to others via social media
    Identifies opportunities for proactive engagement and relationship building
    Analytics and Technology
    Implements tools for tracking social engagement, clicks and conversions
    Analyzes social media data and works with other teams to integrate findings into existing reports for customer feedback, market research, etc.
    Configures and maintains social applications
  • 33. You need a team
    Insight #10
  • 34. Grow Your Team
    You will need to partner with others in your organization to make things happen even when they don’t report to you or anyone else in your department
    Sometimes You Even Partner With Customers
  • 35. I love what I do
    Insight #11
  • 36. Blue Cross Blue Shield of Michigan Social Media
    A Healthier Michiganhttp://www.ahealthiermichigan.orgBlues Perspectiveshttp://bcbsmblog.comTwitterhttp://twitter.com/bcbsmhttp://twitter.com/HealthierMIFacebookhttp://facebook.com/bcbsmhttp://facebook.com/HealthierMILinkedInLeading Michigan to a Healthier Futurehttp://linkd.in/LeadingMI
  • 37. Thank You
    Connect with me:
    @ShannonPaul
    http://www.linkedin.com/in/shannonpaulhttp://facebook.com/shannonpaulRead my Blog:http://VeryOfficialBlog.com