Rules of Engagement in Social Media - Ford Social Media Boot Camp


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Social Media Training Course Outline:

How to Win with Social Media - The Rules and Tools of Engagement

Social media has a new set of rules that marketers can follow or break (often at their brand’s peril). The tools will change over time, but the rules of engagement will stay the same. These are principles that your team can apply today and they are also business strategies that they can take with them as technology and the web evolve.

This session will focus on:

The “New Rules of Engagement” for sales and marketing
Best practices in Blogging, Twitter, and LinkedIn
How to use social media and social networks to gather business intelligence
5 critical steps to implementing social media into your dealership (and as an individual sales professional)
Includes a social website checklist, sample social media calendars, and a quick social media self-assessment

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  • Start is Shane. Mentions social media experts. Steve: We ’re amateurs all learning
  • Shane talks about Krisitan
  • Shane: Hummer Ubertor: Competitor Spam story
  • Shane share ’s his favorite quote
  • Steve covers Disengaged. Introduces thought leaders.
  • Steve Introduces the Reverse Drip
  • Shane is odd.
  • Shane talks about George – Power Bar story.
  • Steve talks about Realtors – Shane talks outsourcing networking
  • Shane share ’s his favorite quote
  • Rules of Engagement in Social Media - Ford Social Media Boot Camp

    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. 175 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:3. Show that you’re human.4. Use humor and casual anecdotes.5. Promote charities.6. Be original.7. Encourage your readers to contribute8. 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.“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•• Google Alerts• LinkedIn Groups, Questions & Network•• 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 an d 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. IntegrationMake it part of your daily activitiesStart pulling listening feedsEngage, Lead, and ContributeMake 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://closingbigger.netSocialized: