Making the Connection with Social Media

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This talk was given to Economic Development Association of British Columbia's Annual Summit in June 2013.

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Making the Connection with Social Media

  1. 1. Making the ConnectionThrough Social Media!Created for the Economic Development Association of British Columbia!By: Kemp Edmonds!available now: j.mp/edabckemp!!#BCEconSummit  
  2. 2. Agenda•  Introduction!•  Social Media by the numbers!•  What’s the Endgame?!•  The HootSuite Social Organization!•  Managing the Balancing Act!•  Q&A!#BCEconSummit  
  3. 3. Potential
  4. 4. Inspiration
  5. 5. It started here…and never ends.
  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 Labour Case!
  9. 9.        Social media by the NumbersSource: 2013 B2B Marketing Survey
  10. 10.        Social surpassing email
  11. 11.        Time spent Online
  12. 12. It’s Mobile!
  13. 13. Source: MarketingCharts.com, Experian HitwiseTop 10 Social Networking Sites
  14. 14. Source: B2B Demand Generation Benchmark Report, 2012.Video Rules
  15. 15. Facebook Dominates
  16. 16. What are people in BC using?Of BC Adults logging in at least once/week. Study by Insights West. Image by 6s Marketing, April 2013
  17. 17. People in BC use Facebook...Study by Insights West sponsored by 6s Marketing, April 20130%   20%   40%   60%   80%   100%  18-­‐29  30-­‐39  40-­‐54  55+  Ever!Weekly!Daily!
  18. 18. Adults Using Social Networks!Use Social Networks!Do Not Use Social Networks!Source: US Pew Internet Research, April, 201340% Do Not use Social Networks
  19. 19. Politically Engaged Social Network Users!Not Engaged!Engaged!Source: US Pew Internet Research, April, 201366% of those that do arePolitically Engaged
  20. 20. Source: Ipsos ReidThey are very active
  21. 21. Is your website ready?
  22. 22. Important Questions•  Is your website ready to receive and convert?!•  Do you have positive testimonials?!•  Do you have a blog?!•  Respond to emails? Answer the phone?!•  Are you listening? Listening comes first.!!!“Social Media often comes last and should.”!
  23. 23. What is the Endgame?Source: Google
  24. 24. Engage and InformSource: Twitter.com
  25. 25. Follow the leadersSource: Facebook.com
  26. 26. Manage and Improve ReputationSource: Twitter.com
  27. 27. Build AdvocacySource: Twitter.com
  28. 28. AdvocacySource: Twitter.com
  29. 29. Long Term CommunicationsImage By: Kris Krug used under creative commons.
  30. 30. MARKETING!SUPPORT!SALES!HR!C-SUITE!R&D!IT!Strategy/Goals!Social Policy!Workflows!Compliance!Foundations!Security!Social Analytics!Access: Web/Mobile!HootSuite Social Organization
  31. 31. Strategy/Goals!Social Policy!Workflows!Compliance!Foundations!Security!Social Analytics!Access: Web/Mobile!MARKETING!SUPPORT!SALES!HR!C-SUITE!R&D!IT!
  32. 32. C-SUITE!SUPPORT!HR!R&D!IT!MARKETING!SALES!Strategy/Goals!Social Policy!Workflows!Compliance!Foundations!Security!Social Analytics!Access: Web/Mobile!
  33. 33. C-SUITE!SUPPORT!HR!R&D!IT!MARKETING!SALES! CRM!MARKETING
AUTOMATION!WEB
ANALYTICS!CUSTOMERSERVICE
PLATFORM!Strategy/Goals!Social Policy!Workflows!Compliance!Foundations!Security!Social Analytics!Access: Web/Mobile!
  34. 34. THOUGHT LEADERSHIP!EXECUTIVE PROFILES!C-SUITE!CRM!WEB
ANALYTICS!SUPPORT!HR!R&D!IT!MARKETING!SALES!TECH LEADERSHIP!INFLUENCER COMMUNITY!MARKETING
AUTOMATION!CUSTOMERSERVICE
PLATFORM!WEBSITES!DEMAND
GENERATION!PERSONALACCOUNTS!PERSONALCOROPORATEACCOUNTS!INTERNALSOCIAL
NETWORKS!INTERNALSOCIAL
NETWORKS!Strategy/Goals!Social Policy!Workflows!Compliance!Foundations!Security!Social Analytics!Access: Web/Mobile!
  35. 35. Managing the Balancing ActSource: By lwpkommunikacio on Flickr used under creative commons
  36. 36. Controlled Empowerment•  Strategy!•  Goals!•  Policy!•  Workflow!•  Security + Compliance!•  Analytics!•  Training!
  37. 37. Source: intersectionconsulting.comStrategy trumps tactics
  38. 38. 38  Altimeter Inside-Out Strategy
  39. 39. 39  Begin with Goals
  40. 40. 40  From Goals steam Objectives
  41. 41. 41  …then measures of success
  42. 42. Last comes execution
  43. 43. •  Goal!•  Objective!!•  Measures!!•  Tactics!Be Integral to the Community!Raise!Awareness!% increasein TwitterMentions!% increasein SocialMentions!Websitetraffic fromsocial sites!A Social Marketing Example
  44. 44. Policy: Start smart and simple1.  Be responsible.!2.  Follow the rules.!3.  Be transparent.!4.  Take ownership.!5.  Respect your audience and colleagues.!6.  Add value.!7.  Protect the brand.!8.  Be accurate.!9.  Do not reveal secrets.!10. Do not forget your day job.!Source: infopost.ca/en/social-media-employee-policy/
  45. 45. Workflow: An ExampleImage by: David Armano used under creative commons license.
  46. 46. Funnel AnalyticsBASEREACHENGAGEMENTCONVERSIONS
  47. 47. Social Funnel AnalyticsFANS, FOLLOWERSAUDIENCE REACHCLICKS, LIKES, RETWEETSCONVERSIONS
  48. 48. Email Funnel AnalyticsSUBSCRIBERSEMAILS OPENEDACTIONSCONVERSIONS
  49. 49. Website Funnel AnalyticsVISITSPAGE VIEWSDESINATION PAGECONVERSIONS
  50. 50. Training
  51. 51. •  Goal!•  Objective!!•  Measures!!•  Tactics!Be Integral to the Community!Raise!Awareness!% increasein TwitterMentions!% increasein SocialMentions!Websitetraffic fromsocial sites!A Social Marketing Example
  52. 52. What is HootSuite?
  53. 53. Q & A j.mp/edabckemp•  Thank you to EDABC and the organizers!!•  Try HootSuite Free: hootsuite.com!!Get in touch:!•  kemp@hootsuite.com!•  @kempedmonds!

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