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Ford Sociable! Boot Camp (Alberta) Module 1

The Rules of Engagement

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Ford Sociable! Boot Camp (Alberta) Module 1

  1. 1. Social Media Boot Camp Series Module 1 The Rules of Engagement With Shane Gibson @shanegibson
  2. 2. “I think that’sgoing tobreak.”
  3. 3. “The Customer Owns Your Brand”
  4. 4. Getting Branded
  5. 5. 900 million
  6. 6. 150 Million
  7. 7. 300 million updates/day
  8. 8. 3Billion Views/Day
  9. 9. The Future is Now • Nearby restaurants • Shopping • Community workforce breakdown • Schools • Housing inventory and stability • Crime rates Real Estate III • Past pricing and sales on the home itselfCentral Virginia
  10. 10. Return on Investment
  11. 11. Return on Investment
  12. 12. “If you think you are a leader and no one is following you... You’re actually just going for a walk”
  13. 13. “It’s not about B2B or B2C it is really about person to person.”
  14. 14. Lebanon Ford Content Tips1. Look for topics with a long shelf-life..2. Use a variety of media: Show that you’re human.3. Use humor and casual anecdotes.4. Promote charities.5. Be original.6. Encourage your readers to contribute7. Pick an angle
  15. 15. The Reverse Drip
  16. 16. Rules of Engagement#1 Stop pitching and start connecting#2 Doers win in the game of social media#3 It’s not about you#4 Be fearless in your contribution to community#5 Don’t be a social spammer, engage#6 Be authentic#7 Be consistent
  17. 17. Boeing
  18. 18. Mediadecoder.com:“Like many large companies we do not accept unsolicited ideas. Experience showed that most ideas had already been considered by our engineers and that there can be unintended consequences to simply accepting these ideas. The time, cost and risk involved in processing them, therefore, were not justified by the benefits gained.” - Boeing
  19. 19. Nano-markets
  20. 20. George Moen – CEO, Blenz Coffee
  21. 21. Don’t outsource your personal brand
  22. 22. #1 Stop pitching and start connecting
  23. 23. Corporate Blogging Errors✘Marketing materials and brochure ware✘Endless event announcements with no added value✘Cut and paste corporate announcements and press releases✘Product and service pitches✘No comments or heavy moderation✘Not a personal voice
  24. 24. Social Hub • Social Capable? • Conversational? • Aggregate Voice? • Multiple Media and Networks to Talk? • Ease of use?
  25. 25. #2 Doers win in the game of social media• Results take time• People expect you to be fully engaged and consistent.• Create content• Create unique, value added content and conversations (listen)
  26. 26. Be the trusted advisor• “Green fleet management strategies.”• “Lean best practices.”• “Balancing fuel efficiency with horsepower .”• “How to select a child seat”• “Service contracts pitfalls and hidden clauses”• “Winterizing your vehicle”• “Fuel efficient versus battery powered cars”
  27. 27. Social mediamarketing is aboutLISTENING
  28. 28. Business Intelligence• Search.Twitter.com• Google Alerts• LinkedIn Groups, Questions & Network• Blogsearch.Google.com• Customer blogs and social networks• Competitor news, blogs, and social networks
  29. 29. “If you think you are a leader and no one is following you... You’re actually just going for a walk”
  30. 30. Thought Leadership “Leadership is influence.” - John C. Maxwell
  31. 31. Influence = Action• Message gets passed on• Get linked to• Changing or molding views• Registering and attending events• Solving problems• Getting feedback• Listening and creating brand and relationships• Generating dialogue• Getting press• Capturing an e-mail address or contact info
  32. 32. If you sound like everyone else you’re not a leader.
  33. 33. Sales Cycle Invite Warming and Up Engag Add-ons The Call Breaking e And At Eve Up Sells 7 1 The 2 Ice ry Relationship StepClosing 6 Building 3Uncovering The Model Buying Sale 5 4 Motives The Handling Sales Objections Proposal
  34. 34. Target Audience Use multiple criteria Target Thought Leaders and Connectors
  35. 35. What Platforms?Blo gs
  36. 36. Integration Make it part of your daily activities Start pulling listening feeds Engage, Lead, and Contribute Make it real at least once a weekRapport & Value = Mind Share = Wallet Share
  37. 37. Insurance Guerrillas
  38. 38. Free & Honest Tea
  39. 39. Results
  40. 40. Press
  41. 41. Earned Media
  42. 42. Increase in Sales
  43. 43. Wall Street VS. LA
  44. 44. Free Wifi as Weapon
  45. 45. Scott Heiferman
  46. 46. @cforbesoklahoma
  47. 47. @cforbesoklahoma
  48. 48. Canada’s Biggest Book Launch Party (Until someone tells us otherwise)
  49. 49. Sociable! Book Launch
  50. 50. Getting Sociable!
  51. 51. Launch Plan1. Identify Your Goal2. Identify Your Target Audience and your Nanotribes3. Pick the Right Platforms4. Map out Social Etiquette and Policy (Rules and Tools Training)5. Implement Listening and Engagement Strategy6. Know Core Pains, Dreams and Goals7. Uniquely Communicate Solutions Mixing Marketing and Community
  52. 52. ResourcesTraining site:http://socialized.me/fordtrainingabSocial Media Podcast:http://closingbigger.netSocialized:http://socialized.me

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