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An Insider’s Perspective<br />Insights and Lessons From Managing Social Media<br />Shannon Paul, Social Media Strategist<b...
About Me<br />Social Media and Search Manager at Blue Cross Blue Shield of Michigan<br />Experience managing social media ...
Social media is still not well understood <br />Insight #1<br />
70% of All Companies Ban Access to Social Networking Sites<br />
Even Experts are Unsure About ROI Measurement<br />
Demand for Social Media Skills Continues to Rise: Up 94percent since 2010<br />
Confused Yet? <br />
Case Studies are overrated<br />Insight #2 <br />
Chrysler Wins YouTube’s Super Bowl Ad Blitz Contest, Receives More than 47 Million Views in the First 30 Hours<br />
Search Volume for Chrysler 200 <br />Spike in Activity After the “Imported From Detroit” Commercial Airs During the Super ...
Chrysler’s Website Featured the Video on its Home Page<br />
Was the Campaign Goal to Get YouTube Views?<br />Tweets and other social media posts linked to the video on YouTube <br />...
What About Chrysler’s Website?<br />What if someone on Twitter, or YouTube, or Facebook REALLY wanted to learn more about ...
Search matters<br />Insight #3 <br />
Search is One of the Best Indicators of Consumer Intent<br />
Search is Also Not Well Understood<br />Many enterprise technology infrastructures do not support search engine optimizati...
The real work starts after you get executive buy-in<br />Insight #4<br />
‘Happily Ever After’ is For Fairy Tales<br />Real social strategists get to work building processes and establishing patte...
Are You Up For the Challenge?<br />56% of companies engaged in social media do not have defined workflow and response proc...
Legal is your friend<br />Insight #5 <br />
How Lawyers Think<br />
Recipe for Success with Legal<br />Explain exactly what you want to doand how you plan to do it<br />This does not mean te...
Forget your faq<br />Insight #6<br />
You Must Really Care About Your Customers and Your Company to Effectively Engage in Social Media Because Finding Answers t...
Social media magnifies your inability to market online<br />Insight #7 <br />
Social Media Demands More from Your Website IF You Care About ROI<br />Landing pages aka bridge pages help create context ...
Where Am I? <br />Bringing people from Facebook or Twitter to your corporate website home page is probably disorienting fo...
Social media is not free<br />Insight #8<br />
Free is Not Sustainable<br />
How to Budget<br />Focus on support for planning and programming day-to-day activities<br />Blog content calendar developm...
Social media management is a hybrid discipline<br />Insight #9 <br />
Two Skillsets, One Discipline<br />Content and Community	<br />Engages with audiences<br />Develops online content, conten...
You need a team<br />Insight #10<br />
Grow Your Team<br />You will need to partner with others in your organization to make things happen even when they don’t r...
I love what I do<br />Insight #11<br />
Blue Cross Blue Shield of Michigan Social Media<br />A Healthier Michiganhttp://www.ahealthiermichigan.orgBlues Perspectiv...
Thank You<br />Connect with me:<br />@ShannonPaul<br />http://www.linkedin.com/in/shannonpaulhttp://facebook.com/shannonpa...
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Keynote Presentation from !gnite Social Media Conference, Great Lakes Bay Social Media; Midland, Michigan

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Slides from my !gnite Social Media keynote presentation with 11 key insights learned from managing social media internally: getting internal support, addressing web shortcomings, working with legal and developing a budget.

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Keynote Presentation from !gnite Social Media Conference, Great Lakes Bay Social Media; Midland, Michigan

  1. 1. An Insider’s Perspective<br />Insights and Lessons From Managing Social Media<br />Shannon Paul, Social Media Strategist<br />
  2. 2. About Me<br />Social Media and Search Manager at Blue Cross Blue Shield of Michigan<br />Experience managing social media marketing and communications for companies in the financial services, lifestyle and professional sports industries<br />
  3. 3. Social media is still not well understood <br />Insight #1<br />
  4. 4. 70% of All Companies Ban Access to Social Networking Sites<br />
  5. 5. Even Experts are Unsure About ROI Measurement<br />
  6. 6. Demand for Social Media Skills Continues to Rise: Up 94percent since 2010<br />
  7. 7. Confused Yet? <br />
  8. 8. Case Studies are overrated<br />Insight #2 <br />
  9. 9. Chrysler Wins YouTube’s Super Bowl Ad Blitz Contest, Receives More than 47 Million Views in the First 30 Hours<br />
  10. 10. Search Volume for Chrysler 200 <br />Spike in Activity After the “Imported From Detroit” Commercial Airs During the Super Bowl<br />
  11. 11. Chrysler’s Website Featured the Video on its Home Page<br />
  12. 12. Was the Campaign Goal to Get YouTube Views?<br />Tweets and other social media posts linked to the video on YouTube <br />Paid search ads on Google linked to the video on YouTube<br />Resource: Search Engine Land Scoring the Super Bowl Commercials for Search Visibility and Visitor Engagement by Vanessa Fox<br />http://searchengineland.com/scoring-the-2011-super-bowl-commercials-for-search-visibility-and-visitor-engagement-63672 <br />
  13. 13. What About Chrysler’s Website?<br />What if someone on Twitter, or YouTube, or Facebook REALLY wanted to learn more about the car? <br />
  14. 14. Search matters<br />Insight #3 <br />
  15. 15. Search is One of the Best Indicators of Consumer Intent<br />
  16. 16. Search is Also Not Well Understood<br />Many enterprise technology infrastructures do not support search engine optimization best practices<br />Web designers and developers are often not well versed in search<br />Developing keyword-rich content will not solve the problem if you have infrastructure woes<br />SEO best practices boost social performance and vice versa<br />Social media professionals should learn about search: the Internet still runs on search<br />
  17. 17. The real work starts after you get executive buy-in<br />Insight #4<br />
  18. 18. ‘Happily Ever After’ is For Fairy Tales<br />Real social strategists get to work building processes and establishing patterns of escalation and workflow<br />
  19. 19. Are You Up For the Challenge?<br />56% of companies engaged in social media do not have defined workflow and response processes<br />Resource: Jeremiah Owyang, Altimeter Report: Social Readiness: How Advanced Companies Prepare http://www.socialmediaexplorer.com/social-media-marketing/social-readiness-report/ <br />
  20. 20. Legal is your friend<br />Insight #5 <br />
  21. 21. How Lawyers Think<br />
  22. 22. Recipe for Success with Legal<br />Explain exactly what you want to doand how you plan to do it<br />This does not mean telling legal you want to “get the company on Facebook” – this is not a plan<br />Explain exactly what you need from them<br />Disclaimer for known risks<br />Terms and conditions<br />Research and identify potential risks<br />Explain the reason/reward to the company for your activity<br />Explain the opportunity risk of NOT doing what you propose <br />
  23. 23. Forget your faq<br />Insight #6<br />
  24. 24. You Must Really Care About Your Customers and Your Company to Effectively Engage in Social Media Because Finding Answers to Real Questions is Complicated<br />
  25. 25. Social media magnifies your inability to market online<br />Insight #7 <br />
  26. 26. Social Media Demands More from Your Website IF You Care About ROI<br />Landing pages aka bridge pages help create context for users of search and social media<br />Social media conversation without establishing a path for deeper engagement is just chit chat<br />You don’t need to pitch people when you have clear, relevant paths of interesting content<br />
  27. 27. Where Am I? <br />Bringing people from Facebook or Twitter to your corporate website home page is probably disorienting for visitors<br />
  28. 28. Social media is not free<br />Insight #8<br />
  29. 29. Free is Not Sustainable<br />
  30. 30. How to Budget<br />Focus on support for planning and programming day-to-day activities<br />Blog content calendar development and management<br />Conversation starters for social relationship building<br />Partners, not vendors – avoid consultants who offer to manage your entire social media presence<br />Avoid building your budget around one-off campaigns that do not accrue to your strategy<br />Align social media goals with corporate goals: make the case for owning a portion of the overall budget for that initiative<br />
  31. 31. Social media management is a hybrid discipline<br />Insight #9 <br />
  32. 32. Two Skillsets, One Discipline<br />Content and Community <br />Engages with audiences<br />Develops online content, content strategies and editorial calendars<br />Monitors and responds to others via social media<br />Identifies opportunities for proactive engagement and relationship building<br />Analytics and Technology<br />Implements tools for tracking social engagement, clicks and conversions<br />Analyzes social media data and works with other teams to integrate findings into existing reports for customer feedback, market research, etc. <br />Configures and maintains social applications<br />
  33. 33. You need a team<br />Insight #10<br />
  34. 34. Grow Your Team<br />You will need to partner with others in your organization to make things happen even when they don’t report to you or anyone else in your department<br />Sometimes You Even Partner With Customers <br />
  35. 35. I love what I do<br />Insight #11<br />
  36. 36. Blue Cross Blue Shield of Michigan Social Media<br />A Healthier Michiganhttp://www.ahealthiermichigan.orgBlues Perspectiveshttp://bcbsmblog.comTwitterhttp://twitter.com/bcbsmhttp://twitter.com/HealthierMIFacebookhttp://facebook.com/bcbsmhttp://facebook.com/HealthierMILinkedInLeading Michigan to a Healthier Futurehttp://linkd.in/LeadingMI<br />
  37. 37. Thank You<br />Connect with me:<br />@ShannonPaul<br />http://www.linkedin.com/in/shannonpaulhttp://facebook.com/shannonpaulRead my Blog:http://VeryOfficialBlog.com<br />

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