When asked to speak to this group, your organizers suggested I discuss how much things have changed, how far we’ve come – not just in PR and communications, but as a society. That’s somewhat of a tall order, since when I was asked three months ago to participate I had no idea how relevant things would be on this very day. That’s how fast things are changing. My hope today is to do two things: Expand your awareness of what’s happening in the communications field and how it reflects the changing landscape of businessProvide some direction as to where to possibly start. The good news is that there really aren’t many rules in this new world order, The bad news is that there really aren’t many rules in this new world order!
Do you ever feel like this? Imagine being a CEO in the communications field! Trust me, the pressure is even stronger on us folks in the field.
Bottom line: this is not a fad, everyone, the most important thing to take away is that this is not a discussion about Facebook or Linked In, or MySpace or Twitter – I will briefly touch on those particular tools, but THEY are not the issue. Human nature has progressed to a point of transparency, collaboration, social networking, regardless of what platform of logo’d product they use. Don’t lose sight of this, it’s not going away.
To just give yourself a sanity check, many of you may believe you are not ready. This is not a joke, although it may sound like one. I’ve had clients who have to check the box by at least one of two of these items and we’ll declare they are NOT ready. That’s Ok – don’t rush, be smart. Just know what you’re getting into.
Going to try to boil it down. 3 key reasons that you can gain from making these investments in time and resources.
How many of you have said to someone, or have had it said to you: “didn’t you get my email? I told you about that…”It’s getting worse ladies and gentlemen…
Three Accomplishments:Enjoying a positive sentiment online compared to the negative mentions in 2008.Shift in perception of Network Solutions® as not just a domain registrar but also a thought leader in small business growth. Network Solutions is often referred to as a company that has effectively leveraged social media to maximize customer satisfaction.
The Social CEO: New Rules of Engagement
The Social CEO:New Rules for Customer Engagement<br />Elizabeth Shea<br />SpeakerBox Communications<br />November 19, 2009<br />Presidents’ Forum of Metro Washington<br />NOTE: I disclose that to the best of my ability, I have attempted to give every source its proper credit, so if I have misrepresented anyone or anything, it was not my intent, and I am happy to rectify! <br />
So Yesterday vs. So Right Now<br />YESTERDAY<br />Faxed press releases<br />Website optional<br />Golden reporter rolodex<br />Wall Street Journal article<br />Printed “clip” books<br />Embargoed “exclusives”<br />Press kits<br />TODAY<br />Viral videos<br />SEO or No-Go<br />Followers with authority<br />Huffington Post shoutout<br />Google analytics<br />Breaking stories on Twitter<br />Wikipedia<br />
Introductions…<br />Elizabeth Shea: President & CEO of SpeakerBox, founded in 1997<br />(Competing with Elizabeth Shea, <br />country-western singer, for first page ranking)<br />SpeakerBox Communications is a $2M technology PR firm<br /> (Competing with the new Bud Light Speaker Box tailgate toy). <br />
For companies, resistance to social media is futile. Millions of people are creating content for the social web. Your competitors are already there. Your customers have been there for a long time. If your business isn’t putting itself out there, it ought to be. <br />- B.L. Ochman, BusinessWeek, February 2009<br />
How to know if you’re NOT ready:<br />Website stinks<br />Understaffed for current efforts<br />Lack of leadership support<br />Basic SEO has not been done<br />Website metrics not in place<br />No communication strategy<br />No belief in transparency<br />Crappy product<br />Sales funnel is broken<br />Don’t care what customers think<br />- KippBodnar, www.socialmediaB2B.com<br />
LISTEN<br />Audit yourself: It is every CEO’s job, not just the job of marketing<br />Google Search / Google Alerts<br />Technorati.com<br />Search.twitter.com<br />Tweetdeck.com / HootSuite.com<br />Compete.com<br />
What Do You Hear?<br /> At a minimum, the expectation is that you are listening<br />
Case in Point…One Year Ago…<br />YouTube Video<br />
LEARN<br />It has never been easier to give your customers what they desire. <br />If you’ve listened, you can learn!<br />
Engagement Varies by Industry<br />Source: www.engagementdb.com<br />
Learn What Your Customers Want<br />Social media listening posts help you learn what customers want<br />Open a channel to see who walks through<br />Incorporate into your product strategies, customer support procedures, communication strategies<br />
B2B Case Study<br />Social Media Swami, Hired 2006<br />Self-described listening post <br />and speaker on topics such as <br />“Selling Social Media To Your Boss”<br />Source: ShashiBellamkonda<br />4 goals in social media strategy: <br /><ul><li> Brand/reputation management
Twitter Stats<br />4.3M unique visitors in August 2008 (comScore)<br />54.7 Unique visitors in August 2009 (comScore)<br />Average age: 31(Pew Internet & American Life Project)<br />Fastest Growing Twitter Age Group: 35-54 <br />BTW: “Teens Don’t Tweet” (Mashable)<br />