Making Social Media Relevant

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Lori Ruff and I presented this deck and others during a full day conference on #ThinkDigital, presented by Danilo Black, a leading social media and strategy firm in Monterrey Mexico. The event was held at the Cub Industrial.

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Making Social Media Relevant

  1. 1. The LinkedIn Rockstar Team
  2. 2. Why Social Media?Basic Human NeedBest Return-On-InvestmentGreatest ReachGlobal Audience
  3. 3. How Basic?Maslows Hierarchy of Needs – Physiology & Safety First – Belonging – Independent of Time or Geography
  4. 4. Best ROI?Lowest Cost / Best Return-On-Investment – Case Studies Abound – Costs Rising
  5. 5. Reach?Facebook – 1B~LinkedIn – 150M~Twitter – 200-600M
  6. 6. Global Audience? BRIC – Brazil, Russia, India, China LinkedIn – Everywhere including China Facebook – Everywhere but China Twitter – 70% outside N. America – 4.5M Accounts in Mexico
  7. 7. What Can Social Media Do?MarketingCustomer ServiceSalesHRProduct Development
  8. 8. Marketing & Demand GenerationPositioning & Brand CommitmentProduct Marketing – JetBlue / NASA – Pepsi – Social vs. Super Bowl
  9. 9. Customer ServiceClient / Customer RelationshipsSupportService – Comcast Cares / Frank Eliason
  10. 10. SalesProspectingCredibility, Reputation & ImageLead GenerationProduct Information – Wine Library & Gary V
  11. 11. Human Resources• Organizational Culture • Privacy Policies Talent – Recruiting – Training – Public Background • Steven Groves … Book; Phx to Denver
  12. 12. Product DevelopmentMost Desired FeatureUsability of Existing Products – Phillips Electronics & Second Life
  13. 13. Su Primera Casa Start with Owned & Operated – Provide Conversion Options for Visitors • Subscribe, Read, Questions • eCommerce – Blogging is #1 for SEO Social Guidelines – Be Smart About What You Say & How You Say it – IBM
  14. 14. Listen Next Conversations happen  Conversation Hierarchy® – Who is Talking? – Listen at Different Levels – To Whom? • Brand – About What? • Company • Product – Where? • Partners – When? • Distribution – How Frequently? • Competitors • Intention (new)
  15. 15. EngageInfluencers – Content, Frequency & Reach – Audience MakeupBrand allegiance – Credibility with Brand
  16. 16. Brand AdvocatesWhat are you asking for? – Friend Recommendations – Shared Experience – Permission for Additional Messaging
  17. 17. What to ExpectVisitors – 90/9/1Content – 70-80% Self-GeneratedInvestment – 10-20% Budget Increase
  18. 18. Monitor The FlowData-Driven Decisions Lead to Revenue – What Generates Traffic to O&OAutomated Tools – Radian6, Sysomos, Alterian, Cruxly – Share of Voice, Sentiment, Intention
  19. 19. What Matters MostGenuine PersonaContent Presented in ContextTwo-Way Dialog
  20. 20. The LinkedIn Rockstar Team

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