Turning your Companyinto a Social TeamFostering a social mediafriendly environment inyour organization#socialtmJune 19, 2013
Your Presenters:Steve GoldnerDigital and SocialMarketing consultant and@socialstevesocialsteve.wordpress.comElisabeth Mich...
About uberVU#socialtm
Interact!Use the hashtag #socialtmUpdateFollow us on Twitter for ongoing updates: @ubervuQuestions?Submit questions anytim...
Turning Your Companyinto a Social TeamPresented by:Steve Goldner (aka “Social Steve”)http://socialsteve.wordpress.comTweet...
Why Social Media Marketing?SocialSteve#socialtm
“Marketing must changebecause the marketis changing”SocialSteve#socialtm
Nearly 1/2 US Population areSocial Network UsersSource: eMarketer, Feb 2012; confirmed and republished, Aug 2012SocialStev...
Why Social Media Usersfollow BrandsSource: Burst Media, “Let’s Get Social: Web User Preferences, Habits and Actions in Spr...
Social Growth to 22% ofMarketing BudgetRecent (2/2013) Duke University Fuqua School of Business CMO study, which surveyed ...
26% CAGR Spend onSocial MediaSource: us_interactive_marketing_forecast,_2011_to_2016 (August, 2011)SocialSteve#socialtm
Social Media Hype?SocialSteve#socialtm
Gartner’s Hype CycleSocialSteve#socialtm
Social Media Hype CycleSocialSteve#socialtm
The time is now!SocialSteve#socialtmSocial Media Marketing Now
Getting Your OrganizationOn BoardSocialSteve#socialtm
Starts at the TopSource: http://www.webershandwick.com/uploads/news/files/Social-CEO-Study.pdfSocialSteve#socialtm
“ Perhaps it’s time C-Suite executives beginto realize the power of their own personalsocial engagement in creating authen...
Social Culture• Corporate mentality - how can I help?• Subject matter expert content• Extension of “marketing communicatio...
Subject Matter Expert Content• Think like a publisher• Determine organizationsubject matter experts• Talk to them and lear...
Marketing CommunicationsExtension• Employee proliferation ofbrand content• Corporate policy• Corporate motivationSocialSte...
Internal Brand Ambassadors• Executive acknowledgementof top advocates• Ambassadors acrossdisciplines• Top sharers → ambass...
Bring Valuable Information In• Insights from socialand digital platforms• Identify issues andproblems• Capture audienceint...
Off-Digital Asset• Monitor for relevant mentions• Engage and converse• Suggest applicable contentOn-Digital Asset• Continu...
Key to Change ManagementCreate positive viruses#socialtmSocialSteve
Are You a Leader?Demonstrate It!SocialSteve#socialtm
Leadership“ A process of socialinfluence in whichone person can enlistthe aid and supportof others in theaccomplishment of...
"80 percent of marketers incorrectly begin with tactics instead of goals." -eMarketer ReportHave a StrategyDon’t “just do ...
• Positioning statement template• Know Your audience• Know your audience behavior (digital usage)• Setting the campaign (c...
Flip Social ApproachTypical ApproachSocial addedonto othermarketingactivitiesSocialSteve#socialtm
Flip Social ApproachSocialSteve#socialtm
Deliver Metrics that Align toCompany KPIsEven if you’re not asked for them!!!SocialSteve#socialtm
Social is Not Very Good atSales Conversion, but …SocialSteve#socialtm
Social Awareness•Number of mentions•URL mentionsSocial Consideration•Visits•Pageviews•FB click-throughs•Twitter click-thro...
• Have a strategy• Have a framework• Show metrics even if notasked for• Define how employeescan help- Sharing- Recognize a...
Make it Happen!!!SocialSteve#socialtm
Contact Information• Blog: www.socialsteve.wordpress.com• Twitter: @SocialSteve• Email: social.steve.goldner@gmail.com• Li...
Q&A#socialtm
Thank you!Elisabeth Michaud@emichaud/@ubervuubervu.comLater this week, you’ll receive a link to the recordedwebinar and sl...
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Turning Your Company Into a Social Team

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Join uberVU and "Social Steve" Goldner to find out how you can foster a social media friendly environment in your organization.

In this webinar, you’ll learn:
* Why social matters to your broader organization and why not all executives “get it” yet
* How to increase acceptance of social media throughout your organization
* What successful social marketing looks like to the bigwigs - the KPIs you should focus on to get them on board
* How to integrate social media marketing with other marketing disciplines

Published in: Technology, Business
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  • Here’s a little bit of information about today’s hosts. From uberVU, I’m Elisabeth, our company’s social media marketing & community manager. With us we also have “Social Steve” Goldner, a digital and social marketing consultant with over 20 years of experience in the marketing industry. Steve brings knowledge and experience from roles across marketing and digital, including brand marketing, product marketing and marketing communications – so he’s seen it all!
  • For those of you who aren’t familiar with uberVU, we’ve created a social media marketing platform designed for social media managers, community managers, and other marketers who use social media on a day-to-day basis. uberVU helps these people complete daily tasks more easily, hone in on important data points and ultimately increase results by giving them unique, real-time insights by personalizing social search results into action plans.
  • Now, for a little bit of housekeeping before we really jump in. If you’re tweeting during the webinar, we’d love it if you interacted with us and your fellow attendees using the hashtag social T-M (for social team). For updates from uberVU after the webinar, follow us on Twitter at uberVU or check out our blog at blog.ubervu.com. If you have any questions during the webinar, submit them through the question box in GoToWebinar. We’ll try to save the last few minutes of today’s webinar to answer them if we can!
  • We’ll do our best to get to as many questions as we can.
  • Turning Your Company Into a Social Team

    1. 1. Turning your Companyinto a Social TeamFostering a social mediafriendly environment inyour organization#socialtmJune 19, 2013
    2. 2. Your Presenters:Steve GoldnerDigital and SocialMarketing consultant and@socialstevesocialsteve.wordpress.comElisabeth MichaudSocial Media Marketing/Community ManageruberVUubervu.com#socialtm
    3. 3. About uberVU#socialtm
    4. 4. Interact!Use the hashtag #socialtmUpdateFollow us on Twitter for ongoing updates: @ubervuQuestions?Submit questions anytime through GoToWebinar – timepermitting, answers will be at the end123#socialtm
    5. 5. Turning Your Companyinto a Social TeamPresented by:Steve Goldner (aka “Social Steve”)http://socialsteve.wordpress.comTweeting as @SocialSteve#socialtmSocialSteve
    6. 6. Why Social Media Marketing?SocialSteve#socialtm
    7. 7. “Marketing must changebecause the marketis changing”SocialSteve#socialtm
    8. 8. Nearly 1/2 US Population areSocial Network UsersSource: eMarketer, Feb 2012; confirmed and republished, Aug 2012SocialSteve#socialtm
    9. 9. Why Social Media Usersfollow BrandsSource: Burst Media, “Let’s Get Social: Web User Preferences, Habits and Actions in Spring 2012, June 28, 2012#socialtmSocialSteve
    10. 10. Social Growth to 22% ofMarketing BudgetRecent (2/2013) Duke University Fuqua School of Business CMO study, which surveyed 468 U.S.chief marketing officers.SocialSteve#socialtm
    11. 11. 26% CAGR Spend onSocial MediaSource: us_interactive_marketing_forecast,_2011_to_2016 (August, 2011)SocialSteve#socialtm
    12. 12. Social Media Hype?SocialSteve#socialtm
    13. 13. Gartner’s Hype CycleSocialSteve#socialtm
    14. 14. Social Media Hype CycleSocialSteve#socialtm
    15. 15. The time is now!SocialSteve#socialtmSocial Media Marketing Now
    16. 16. Getting Your OrganizationOn BoardSocialSteve#socialtm
    17. 17. Starts at the TopSource: http://www.webershandwick.com/uploads/news/files/Social-CEO-Study.pdfSocialSteve#socialtm
    18. 18. “ Perhaps it’s time C-Suite executives beginto realize the power of their own personalsocial engagement in creating authenticityand transparency, communicatingcompany mission, and building brandloyalty.” Source: Fast CompanySocialSteve#socialtm
    19. 19. Social Culture• Corporate mentality - how can I help?• Subject matter expert content• Extension of “marketing communications”• AmbassadorsInternalandexternalYou needto driveSocialSteve#socialtm
    20. 20. Subject Matter Expert Content• Think like a publisher• Determine organizationsubject matter experts• Talk to them and learn• First draft – ghost write –then let them “red pen it”and own• Other content– Reinforce corporate culture– Highlight people andprinciplesSocialSteve#socialtm
    21. 21. Marketing CommunicationsExtension• Employee proliferation ofbrand content• Corporate policy• Corporate motivationSocialSteve#socialtm
    22. 22. Internal Brand Ambassadors• Executive acknowledgementof top advocates• Ambassadors acrossdisciplines• Top sharers → ambassadorand advocate• “Marketing is everyone’s job”SocialSteve#socialtm
    23. 23. Bring Valuable Information In• Insights from socialand digital platforms• Identify issues andproblems• Capture audienceinterests andmotivations• Focus on trends andnew opportunitiesSocialSteve#socialtm
    24. 24. Off-Digital Asset• Monitor for relevant mentions• Engage and converse• Suggest applicable contentOn-Digital Asset• Continue to produce greatcontent• High engagement activity• Identify power users• Build 1-on-1 relationships withpower usersMirror Test on Holistic SocialMarketing#socialtmSocialSteve
    25. 25. Key to Change ManagementCreate positive viruses#socialtmSocialSteve
    26. 26. Are You a Leader?Demonstrate It!SocialSteve#socialtm
    27. 27. Leadership“ A process of socialinfluence in whichone person can enlistthe aid and supportof others in theaccomplishment of acommon task"Source: https://en.wikipedia.org/wiki/LeadershipSocialSteve#socialtm
    28. 28. "80 percent of marketers incorrectly begin with tactics instead of goals." -eMarketer ReportHave a StrategyDon’t “just do it”SocialSteve#socialtm
    29. 29. • Positioning statement template• Know Your audience• Know your audience behavior (digital usage)• Setting the campaign (continuous, not a project)-Communication/Campaign Goal-Target Audience-Target Audience Perceptions-Defined Offering-Call to ActionGetting to the Social StrategySocialSteve#socialtm
    30. 30. Flip Social ApproachTypical ApproachSocial addedonto othermarketingactivitiesSocialSteve#socialtm
    31. 31. Flip Social ApproachSocialSteve#socialtm
    32. 32. Deliver Metrics that Align toCompany KPIsEven if you’re not asked for them!!!SocialSteve#socialtm
    33. 33. Social is Not Very Good atSales Conversion, but …SocialSteve#socialtm
    34. 34. Social Awareness•Number of mentions•URL mentionsSocial Consideration•Visits•Pageviews•FB click-throughs•Twitter click-throughs•FB views•Twitter replies•Blog viewsSocial Loyalty•Fans•Followers•Community members•RSS on blog•Facebook interactions•Twitter mentions•Comments in community•Posts•Return visits to siteSocial Advocacy•RTs•Re-blogs•Mentions•Comments off digital•Facebook likesMeaningful Social MetricsSocialSteve#socialtm
    35. 35. • Have a strategy• Have a framework• Show metrics even if notasked for• Define how employeescan help- Sharing- Recognize ambassadors– have executivesrecognize ambassadors• Be the leader• Get the executive teamon board• Initiate content• Start drafts by ghostwriting• Read commentsfollowing anarticle/opinion pieceonline• Create positive virusSocialSteveDrive the Social Change#socialtm
    36. 36. Make it Happen!!!SocialSteve#socialtm
    37. 37. Contact Information• Blog: www.socialsteve.wordpress.com• Twitter: @SocialSteve• Email: social.steve.goldner@gmail.com• LinkedIn:http://www.linkedin.com/in/stevengoldnerFeel free to contact or follow me!SocialSteve#socialtm
    38. 38. Q&A#socialtm
    39. 39. Thank you!Elisabeth Michaud@emichaud/@ubervuubervu.comLater this week, you’ll receive a link to the recordedwebinar and slides. More questions? Tweet us @ubervu!#socialtmSteve Goldner@SocialStevesocialsteve.wordpress.com

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