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How Social Media is EnablingIndividuals and Organizationsavailable now: j.mp/kempg2#g2kempCreated for Growing of Giants, M...
Agenda• My Story• Statistical Overview• The Human Nature• Starting with Why - Workshop• Measurement Best Practices• Succes...
It started here…and never ends.
Potential
Inspiration
Self-directed Learning
Love and Work
Choose Your Own Adventure• Pakistan’s First Social Media Company• Chief Technology Officer, NASA• Expert Legal Witness Fac...
Social surpassing email
Time spent online
It’s Mobile
Source: MarketingCharts.com, Experian HitwiseTop Social Networks
Facebook Dominates
It means business2013 B2B Marketing Survey
Understand what works
LinkedIn 4X Better for B2B
Understand the EcosystemsLinkedIn – The Business Luncheon
Understand the EcosystemsTwitter – The Cocktail Party
Understand the EcosystemsFacebook – The Bar/Backyard BBQ
Is it for everyone?• Is your target market there?• Does your target market have the time?• Are they accessible?• Do you ha...
Important Questions• Is your website ready to receive and convert?• Do you have positive testimonials?• Do you have a orga...
It’s something new…Two-way media that operates on a scale from private to public.-Clay Shirky, Cognitive Surplus
To empower us to do the thingswe’ve always done.
Maslow’s Hierarchy of Needs
It helps build personal brand
It helps build personal brand
Bridge the digital divide
Source: Simon Sinek, graphic: http://life-engineering.com/files/2010/08/simon-sinek-the-golden-circle.jpgStarting with Why
WhyHowWhatBreaking it Down
GoalsObjectivesMeasures of SuccessWhat to do get thereBreaking it Down
Your Journey - Workshop• Starting with Why Why – Visionary Goals How – Measures of Success What – TacticsGoalsObjective...
5 Minute Break
What are people measuring?
REACHBASEENGAGEMENTCONVERSION2013 B2B Marketing Survey
2013 B2B Marketing Survey
You can measure ROI
It takes work
It needs to be worth it
80/20 Two WaysSpend 80% or more of the time communicating… Engaging with others Sharing other people’s content Being he...
80/20 Two WaysRight Way Wrong WayEngagingReporting
Don’t get caught playing thenumbers gameValue of DataNumbersAnalysisActions taken tooptimize business
End to End Tracking
VisitsInterestConversionEnd to End Tracking
Off SiteOn SiteVisitsInterestConversionEnd to End Tracking
VisitsInterestConversionEnd to End TrackingOff SiteOn Site
REACHBASEENGAGEMENTCONVERSIONKemp’s MeasurementPhilosophy
Ideapaint keeps it simple
5 Minute Break
Examples of Success &Failure
Stories of SuccessChange the law. #SEC
Stories of SuccessBe Human. Be Helpful
Stories of SuccessCategory Thought Leadership
Stories of SuccessBeing the Hub
Stories of SuccessCrowdsourcing Innovation
Giving @ScaleStories of Success
Consider Barriers to EntryUGC Contesting LessonVideoAudioText
A Comedy of ErrorsWrong Account. Business Lost.
A Comedy of ErrorsWrong Account. Made Right.
A Comedy of ErrorsWrong Account. Made Right.
A Comedy of ErrorsWrong Account. Made Right.
A Comedy of ErrorsInsensitivity Hurts Brands.
A Comedy of ErrorsA trend is not an opportunity
A Comedy of ErrorsEven CEOs get it wrong.
A Comedy of ErrorsOne Wrong Move.
A Comedy of ErrorsDon’t let the kids drive.
A Comedy of ErrorsKnow the law. #SEC
A Comedy of ErrorsYou can’t control the crowd
A Comedy of ErrorsYou can’t control Employees
Have any stories?Share them with us
Lessons• Empower those you trust or use tools to help• Understand the potential implications• Use common sense• Know what ...
Strategy trumps tacticsintersectionconsulting.com
74The Inside-Out Strategy
75Begin with Goals…
76...From Goals StemObjectives
77...Then Measures of Success
Last comes the execution
Breaking it down
• Goal• Objective• Measures• TacticsBe Integral to the CommunityRaiseAwareness%increase inTwitterMentions%increase inSocia...
Your Organization - Workshop• Starting with Why Why How WhatOrganizational GoalsCommunications ObjectivesMeasures of Su...
Essential Tools - Demo
Q & A• Special Thanks to Cameron Herold and G2• kempedmonds.com• @kempedmonds• This Presentation: j.mp/kempg2• More Presen...
Social Business Hierarchy of Needs
Strategy/GoalsSocial PolicyWorkflowsComplianceFoundationsSecuritySocial AnalyticsAccess: Web/MobileThe Social Organization
Strategy/GoalsSocial PolicyWorkflowsComplianceFoundationsSecuritySocial AnalyticsAccess: Web/MobileMARKETINGSUPPORTSALESHR...
Strategy/GoalsSocial PolicyWorkflowsComplianceFoundationsSecuritySocial AnalyticsAccess: Web/MobileMARKETINGSUPPORTSALESHR...
C-SUITESUPPORTHRR&DITMARKETINGSALESStrategy/GoalsSocial PolicyWorkflowsComplianceFoundationsSecuritySocial AnalyticsAccess...
C-SUITESUPPORTHRR&DITMARKETINGSALES CRMMARKETINGAUTOMATIONWEBANALYTICSCUSTOMERSERVICEPLATFORMStrategy/GoalsSocial PolicyWo...
THOUGHT LEADERSHIPEXECUTIVE PROFILESC-SUITECRMWEBANALYTICSSUPPORTHRR&DITMARKETINGSALESTECH LEADERSHIPINFLUENCER COMMUNITYM...
How Social Media is Enabling Individuals and Organizations
How Social Media is Enabling Individuals and Organizations
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How Social Media is Enabling Individuals and Organizations

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This presentation was first given to the "Growing of Giants" conference in May of 2013. Growing of Giants is an offshoot of the Entrepreneur Organization's Program that meets annually to learn, grow and build their businesses.

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How Social Media is Enabling Individuals and Organizations

  1. 1. How Social Media is EnablingIndividuals and Organizationsavailable now: j.mp/kempg2#g2kempCreated for Growing of Giants, May 2013By: Kemp Edmonds
  2. 2. Agenda• My Story• Statistical Overview• The Human Nature• Starting with Why - Workshop• Measurement Best Practices• Successes and Failures• Developing Strategy – Workshop• A Few Quick Demos• Open Season – Q&A+
  3. 3. It started here…and never ends.
  4. 4. Potential
  5. 5. Inspiration
  6. 6. Self-directed Learning
  7. 7. Love and Work
  8. 8. Choose Your Own Adventure• Pakistan’s First Social Media Company• Chief Technology Officer, NASA• Expert Legal Witness Facebook Firing
  9. 9. Social surpassing email
  10. 10. Time spent online
  11. 11. It’s Mobile
  12. 12. Source: MarketingCharts.com, Experian HitwiseTop Social Networks
  13. 13. Facebook Dominates
  14. 14. It means business2013 B2B Marketing Survey
  15. 15. Understand what works
  16. 16. LinkedIn 4X Better for B2B
  17. 17. Understand the EcosystemsLinkedIn – The Business Luncheon
  18. 18. Understand the EcosystemsTwitter – The Cocktail Party
  19. 19. Understand the EcosystemsFacebook – The Bar/Backyard BBQ
  20. 20. Is it for everyone?• Is your target market there?• Does your target market have the time?• Are they accessible?• Do you have the time?• Are you seeking new opportunities?• Who uses Facebook? Twitter? LinkedIn?Social Media often comes last and should.
  21. 21. Important Questions• Is your website ready to receive and convert?• Do you have positive testimonials?• Do you have a organizational blog?• Respond to emails? Answer the phone?• Are you listening? Listening comes first.Social Media often comes last and should.
  22. 22. It’s something new…Two-way media that operates on a scale from private to public.-Clay Shirky, Cognitive Surplus
  23. 23. To empower us to do the thingswe’ve always done.
  24. 24. Maslow’s Hierarchy of Needs
  25. 25. It helps build personal brand
  26. 26. It helps build personal brand
  27. 27. Bridge the digital divide
  28. 28. Source: Simon Sinek, graphic: http://life-engineering.com/files/2010/08/simon-sinek-the-golden-circle.jpgStarting with Why
  29. 29. WhyHowWhatBreaking it Down
  30. 30. GoalsObjectivesMeasures of SuccessWhat to do get thereBreaking it Down
  31. 31. Your Journey - Workshop• Starting with Why Why – Visionary Goals How – Measures of Success What – TacticsGoalsObjectivesMeasures of SuccessWhat to do get there
  32. 32. 5 Minute Break
  33. 33. What are people measuring?
  34. 34. REACHBASEENGAGEMENTCONVERSION2013 B2B Marketing Survey
  35. 35. 2013 B2B Marketing Survey
  36. 36. You can measure ROI
  37. 37. It takes work
  38. 38. It needs to be worth it
  39. 39. 80/20 Two WaysSpend 80% or more of the time communicating… Engaging with others Sharing other people’s content Being helpful Providing value to your audienceSpend 20% or less of the time marketing… Talking about products and services Posting testimonials Sharing success
  40. 40. 80/20 Two WaysRight Way Wrong WayEngagingReporting
  41. 41. Don’t get caught playing thenumbers gameValue of DataNumbersAnalysisActions taken tooptimize business
  42. 42. End to End Tracking
  43. 43. VisitsInterestConversionEnd to End Tracking
  44. 44. Off SiteOn SiteVisitsInterestConversionEnd to End Tracking
  45. 45. VisitsInterestConversionEnd to End TrackingOff SiteOn Site
  46. 46. REACHBASEENGAGEMENTCONVERSIONKemp’s MeasurementPhilosophy
  47. 47. Ideapaint keeps it simple
  48. 48. 5 Minute Break
  49. 49. Examples of Success &Failure
  50. 50. Stories of SuccessChange the law. #SEC
  51. 51. Stories of SuccessBe Human. Be Helpful
  52. 52. Stories of SuccessCategory Thought Leadership
  53. 53. Stories of SuccessBeing the Hub
  54. 54. Stories of SuccessCrowdsourcing Innovation
  55. 55. Giving @ScaleStories of Success
  56. 56. Consider Barriers to EntryUGC Contesting LessonVideoAudioText
  57. 57. A Comedy of ErrorsWrong Account. Business Lost.
  58. 58. A Comedy of ErrorsWrong Account. Made Right.
  59. 59. A Comedy of ErrorsWrong Account. Made Right.
  60. 60. A Comedy of ErrorsWrong Account. Made Right.
  61. 61. A Comedy of ErrorsInsensitivity Hurts Brands.
  62. 62. A Comedy of ErrorsA trend is not an opportunity
  63. 63. A Comedy of ErrorsEven CEOs get it wrong.
  64. 64. A Comedy of ErrorsOne Wrong Move.
  65. 65. A Comedy of ErrorsDon’t let the kids drive.
  66. 66. A Comedy of ErrorsKnow the law. #SEC
  67. 67. A Comedy of ErrorsYou can’t control the crowd
  68. 68. A Comedy of ErrorsYou can’t control Employees
  69. 69. Have any stories?Share them with us
  70. 70. Lessons• Empower those you trust or use tools to help• Understand the potential implications• Use common sense• Know what you can and cannot control• Be sensitive• Stay positive• Strategy trumps tactics• Start with Why
  71. 71. Strategy trumps tacticsintersectionconsulting.com
  72. 72. 74The Inside-Out Strategy
  73. 73. 75Begin with Goals…
  74. 74. 76...From Goals StemObjectives
  75. 75. 77...Then Measures of Success
  76. 76. Last comes the execution
  77. 77. Breaking it down
  78. 78. • Goal• Objective• Measures• TacticsBe Integral to the CommunityRaiseAwareness%increase inTwitterMentions%increase inSocialMentionsWebsitetraffic fromsocial sitesA Social Marketing Example
  79. 79. Your Organization - Workshop• Starting with Why Why How WhatOrganizational GoalsCommunications ObjectivesMeasures of SuccessOperational Tactics
  80. 80. Essential Tools - Demo
  81. 81. Q & A• Special Thanks to Cameron Herold and G2• kempedmonds.com• @kempedmonds• This Presentation: j.mp/kempg2• More Presentations: j.mp/kempslides
  82. 82. Social Business Hierarchy of Needs
  83. 83. Strategy/GoalsSocial PolicyWorkflowsComplianceFoundationsSecuritySocial AnalyticsAccess: Web/MobileThe Social Organization
  84. 84. Strategy/GoalsSocial PolicyWorkflowsComplianceFoundationsSecuritySocial AnalyticsAccess: Web/MobileMARKETINGSUPPORTSALESHRC-SUITER&DIT
  85. 85. Strategy/GoalsSocial PolicyWorkflowsComplianceFoundationsSecuritySocial AnalyticsAccess: Web/MobileMARKETINGSUPPORTSALESHRC-SUITER&DIT
  86. 86. C-SUITESUPPORTHRR&DITMARKETINGSALESStrategy/GoalsSocial PolicyWorkflowsComplianceFoundationsSecuritySocial AnalyticsAccess: Web/Mobile
  87. 87. C-SUITESUPPORTHRR&DITMARKETINGSALES CRMMARKETINGAUTOMATIONWEBANALYTICSCUSTOMERSERVICEPLATFORMStrategy/GoalsSocial PolicyWorkflowsComplianceFoundationsSecuritySocial AnalyticsAccess: Web/Mobile
  88. 88. THOUGHT LEADERSHIPEXECUTIVE PROFILESC-SUITECRMWEBANALYTICSSUPPORTHRR&DITMARKETINGSALESTECH LEADERSHIPINFLUENCER COMMUNITYMARKETINGAUTOMATIONCUSTOMERSERVICEPLATFORMWEBSITESDEMANDGENERATIONPERSONALACCOUNTSPERSONALCOROPORATEACCOUNTSINTERNALSOCIALNETWORKSINTERNALSOCIALNETWORKSStrategy/GoalsSocial PolicyWorkflowsComplianceFoundationsSecuritySocial AnalyticsAccess: Web/Mobile

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