Shane Gibson

1. Social Media Boot Camp Series
Module 1
The Rules of Engagement
With Shane Gibson
@shanegibson

2. “I think
that’s
going to
break.”

3. “The Customer Owns
Your Brand”

4. Getting Branded

7. 900 million

8. 150 Million

9. 300 million updates/day

10. 3Billion Views/Day

11. 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 itself
Central Virginia

12. Return on Investment

13. Return on Investment

14. “If you think you are a
leader and no one is
following you...
You’re actually just
going for a walk”

15. “It’s not about
B2B or B2C it
is really about
person to
person.”

17. Lebanon Ford
Content Tips
1. 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 contribute
7. Pick an angle

18. The Reverse Drip

19. 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

20. Boeing

21. 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

22. Nano-markets

26. George Moen – CEO, Blenz Coffee

28. Don’t outsource your
personal brand

29. #1 Stop pitching and start connecting

37. 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

38. Social Hub
• Social Capable?
• Conversational?
• Aggregate Voice?
• Multiple Media and
Networks to Talk?
• Ease of use?

39. #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)

40. 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”

41. Social media
marketing is
about
LISTENING

42. 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

53. “If you think you are a
leader and no one is
following you...
You’re actually just
going for a walk”

54. Thought Leadership
“Leadership is influence.”
- John C. Maxwell

55. 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

56. If you sound like everyone else
you’re not a leader.

59. 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
Step
Closing
6 Building 3Uncovering
The Model Buying
Sale 5 4 Motives
The
Handling
Sales
Objections Proposal

60. Target Audience
Use multiple criteria
Target Thought Leaders
and Connectors

61. What Platforms?
Blo
gs

62. Integration
Make it part of your daily activities
Start pulling listening feeds
Engage, Lead, and Contribute
Make it real at least once a week
Rapport & Value = Mind Share = Wallet Share

63. Insurance Guerrillas

64. Free & Honest Tea

65. Results

66. Press

67. Earned Media

68. Increase in Sales

69. Wall Street VS. LA

70. Free Wifi as Weapon

72. Scott Heiferman

73. @cforbesoklahoma

74. @cforbesoklahoma

75. Canada’s Biggest Book
Launch Party
(Until someone tells us otherwise)

76. Sociable! Book Launch

77. Getting Sociable!

78. Launch Plan
1. Identify Your Goal
2. Identify Your Target Audience and your Nanotribes
3. Pick the Right Platforms
4. Map out Social Etiquette and Policy (Rules and Tools
Training)
5. Implement Listening and Engagement Strategy
6. Know Core Pains, Dreams and Goals
7. Uniquely Communicate Solutions Mixing Marketing
and Community

79. Resources
Training site:
http://socialized.me/fordtrainingab
Social Media Podcast:
http://closingbigger.net
Socialized:
http://socialized.me