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Ford Social Media Training - Socialized! Boot Camp Series Module 1


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Ford Social Media Training - Socialized! Boot Camp Series Module 1

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Ford Social Media Training - Socialized! Boot Camp Series Module 1

  1. 1. <ul><li>Social Media Boot Camp Series </li></ul><ul><li>Module 1 </li></ul><ul><li>The Rules of Engagement </li></ul><ul><li>With Shane Gibson </li></ul><ul><li>@shanegibson </li></ul>
  2. 2. “ I think that’s going to break.”
  3. 3. “ The Customer Owns Your Brand”
  4. 4. Getting Branded
  5. 5. The Future is Now <ul><li>Nearby restaurants </li></ul><ul><li>Shopping </li></ul><ul><li>Community workforce breakdown </li></ul><ul><li>Schools </li></ul><ul><li>Housing inventory and stability </li></ul><ul><li>Crime rates </li></ul><ul><li>Past pricing and sales on the home itself </li></ul>Real Estate III Central Virginia
  6. 6. We Still Use Old Media
  7. 7. 750 million
  8. 8. 100 Million
  9. 9. 100 million updates/day
  10. 10. 1Billion Views/Day
  11. 11. Business-to-Business Decision Makers <ul><li>… 69% of B2B buyers use social networks “primarily for business networking and development.” </li></ul><ul><li>… Stereotypes may have C-level executives delegating research to others, but the study reveals that 53% prefer to search the Web and locate information themselves. – Google and Forbes Insights Study (2009) </li></ul>
  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. <ul><li>“ It’s not about B2B or B2C it is really about person to person.” </li></ul>
  14. 15. The Reverse Drip
  15. 16. Rules of Engagement <ul><li>#1 Stop pitching and start connecting </li></ul><ul><li>#2 Doers win in the game of social media </li></ul><ul><li>#3 It ’s not about you </li></ul><ul><li>#4 Be fearless in your contribution to community </li></ul><ul><li>#5 Don ’t be a social spammer, engage </li></ul><ul><li>#6 Be authentic </li></ul><ul><li>#7 Be consistent </li></ul>
  16. 17. Boeing
  17. 18. <ul><li>“ 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 </li></ul>
  18. 19. Nano-markets
  19. 23. George Moen – CEO, Blenz Coffee
  20. 25. Linkedin
  21. 29. Don ’t outsource your personal brand
  22. 30. #1 Stop pitching and start connecting
  23. 38. <ul><li>Marketing materials and brochure ware </li></ul><ul><li>Endless event announcements with no added value </li></ul><ul><li>Cut and paste corporate announcements and press releases </li></ul><ul><li>Product and service pitches </li></ul><ul><li>No comments or heavy moderation </li></ul><ul><li>Not a personal voice </li></ul>Corporate Blogging Errors
  24. 39. Social Hub <ul><li>Social Capable? </li></ul><ul><li>Conversational? </li></ul><ul><li>Aggregate Voice? </li></ul><ul><li>Multiple Media and Networks to Talk? </li></ul><ul><li>Ease of use? </li></ul>
  25. 40. #2 Doers win in the game of social media <ul><li>Results take time </li></ul><ul><li>People expect you to be fully engaged and consistent. </li></ul><ul><li>Create content </li></ul><ul><li>Create unique, value added content and conversations (listen) </li></ul>
  26. 41. Be the trusted advisor <ul><li>“ Green fleet management strategies.” </li></ul><ul><li>“ Lean best practices.” </li></ul><ul><li>“ Balancing fuel efficiency with horsepower .” </li></ul><ul><li>“ How to select a child seat” </li></ul><ul><li>“ Service contracts pitfalls and hidden clauses” </li></ul><ul><li>“ Winterizing your vehicle ” </li></ul><ul><li>“ Fuel efficient versus battery powered cars ” </li></ul>
  27. 42. Social media marketing is about LISTENING
  28. 43. Business Intelligence <ul><li> </li></ul><ul><li>Google Alerts </li></ul><ul><li>LinkedIn Groups, Questions & Network </li></ul><ul><li> </li></ul><ul><li>Customer blogs and social networks </li></ul><ul><li>Competitor news, blogs, and social networks </li></ul>
  29. 54. “ If you think you are a leader and no one is following you... You ’re actually just going for a walk”
  30. 55. Thought Leadership <ul><li>“ Leadership is influence.” </li></ul><ul><li>- John C. Maxwell </li></ul>
  31. 56. Influence = Action <ul><li>Message gets passed on </li></ul><ul><li>Get linked to </li></ul><ul><li>Changing or molding views </li></ul><ul><li>Registering and attending events </li></ul><ul><li>Solving problems </li></ul><ul><li>Getting feedback </li></ul><ul><li>Listening and creating brand and relationships </li></ul><ul><li>Generating dialogue </li></ul><ul><li>Getting press </li></ul><ul><li>Capturing an e-mail address or contact info </li></ul>
  32. 57. If you sound like everyone else you ’re not a leader.
  33. 60. Sales Cycle Relationship Building Model Warming Up The Call 1 Breaking The Ice Uncovering Buying Motives The Sales Proposal Handling Objections Closing The Sale 6 Add-ons And Up Sells 7 2 3 5 4 Invite and Engage At Every Step
  34. 61. Target Audience <ul><li>Use multiple criteria </li></ul><ul><li>Target Thought Leaders and Connectors </li></ul>
  35. 62. What Platforms? Blogs
  36. 63. Integration <ul><ul><ul><li>Make it part of your daily activities </li></ul></ul></ul><ul><ul><ul><li>Start pulling listening feeds </li></ul></ul></ul><ul><ul><ul><li>Engage, Lead, and Contribute </li></ul></ul></ul><ul><ul><ul><li>Make it real at least once a week </li></ul></ul></ul><ul><li>Rapport & Value = Mind Share = Wallet Share </li></ul>
  37. 64. Insurance Guerrillas
  38. 65. Free & Honest Tea
  39. 66. Results
  40. 67. Press
  41. 68. Earned Media
  42. 69. Increase in Sales
  43. 70. Wall Street VS. LA
  44. 71. Free Wifi as Weapon
  45. 73. Scott Heiferman
  46. 74. @cforbesoklahoma
  47. 75. @cforbesoklahoma
  48. 76. Canada’s Biggest Book Launch Party <ul><li>(Until someone tells us otherwise) </li></ul>
  49. 77. Sociable! Book Launch
  50. 78. Getting Sociable!
  51. 79. Launch Plan <ul><li>Identify Your Goal </li></ul><ul><li>Identify Your Target Audience and your Nanotribes </li></ul><ul><li>Pick the Right Platforms </li></ul><ul><li>Map out Social Etiquette and Policy (Rules and Tools Training) </li></ul><ul><li>Implement Listening and Engagement Strategy </li></ul><ul><li>Know Core Pains, Dreams and Goals </li></ul><ul><li>Uniquely Communicate Solutions Mixing Marketing and Community </li></ul>
  52. 80. Resources Demo blog: Training site: Social Media Podcast: Socialized: