The document discusses moving from traditional marketing plans to engagement plans. It highlights embracing engagement at all levels of an organization, from top-down buy-in from leadership to bottom-up buy-in from frontline employees. It also notes the importance of identifying influential "content stars" who can help spread engagement, as well as creating guidelines and mapping out a content calendar to guide social engagement efforts.
With all apologies to Merlin Mann, this is my re-interpretation of his famous presentation to the staff at my school. Due to some time considerations and because he is so awesome, I at times (like the opening slide!) egregiously and without remorse rip off Mr. Mann directly. I hope he doesn't mind.
Bridging the Gap - The Future of LearningClint Hamada
This is our group's presentation on The Future of Learning at Learning 2.010 in Shanghai. We chose to focus on what we think is going to be the future of learning as well as some things that we are doing now (or can start doing tomorrow) to bridge that gap. We also tried to connect our vision of the future with the IB Learner Profile and with the NETS*S.
With all apologies to Merlin Mann, this is my re-interpretation of his famous presentation to the staff at my school. Due to some time considerations and because he is so awesome, I at times (like the opening slide!) egregiously and without remorse rip off Mr. Mann directly. I hope he doesn't mind.
Bridging the Gap - The Future of LearningClint Hamada
This is our group's presentation on The Future of Learning at Learning 2.010 in Shanghai. We chose to focus on what we think is going to be the future of learning as well as some things that we are doing now (or can start doing tomorrow) to bridge that gap. We also tried to connect our vision of the future with the IB Learner Profile and with the NETS*S.
Presentation given in Elluminate as part of the 2010 Becoming a Webhead TESOL EVO session. Find out more about it here: http://baw2010.pbworks.com/Graham-session
Tots Too Hot : The Good, The Bad and the Ugly of Pediatric FeverRommie Duckworth
Title: Tots “Too Hot!” - The Cute, The Bad and The Ugly of Pediatric Fever
Description: Elevated temperatures in pediatric patients are some of the most common, and often frustrating types of calls in EMS. Are the parents over-reacting? Are we under-reacting? This presentation illuminates what causes fever, how it can help or harm a child, what problems it can cause or be caused by, how to differentiate critical vs benign fever and how to prioritize care in pediatric patients with elevated temperature.
Teaching Formats:
-Lecture
-Discussion
-Question and Answer
Learning Objectives: Students will learn:
- Normal and abnormal thermoregulation in pediatric patients.
- Obtaining accurate thermometry through a variety of methods.
- Differentiation of exogenous vs endogenous pyrogens.
- Differentiation of “Febrile Seizure” and “Seizure with Fever”
- Special concerns for pediatric fever including patients with sickle cell disease, poor cardiac reserves, poor respiratory function and immune-compromised or immuno-suppressed patients.
SEE MORE AT WWW.ROMDUCK.COM
10 Reasons To Work as a Summer Camp Counsellor in America - Victoria VirgoVictoria Virgo
Thinking about working as a summer camp counsellor in America? Victoria Virgo provides you with 10 great reasons why you should definitely do it. Information about working at a summer camp from someone who has been there and done just that.
Some thoughts about hack days, developers, and data... Performed by Neontribe at the Culture Hack East data day: more on that at http://culturehackday.org.uk NB: Read the notes view. Doesn't make a lot of sense otherwise...
Social Media and Your Job Search
Elon University Professional Discovery Week
February 15, 2011
Sarah Findle
Associate Account Executive, Social Media Marketing
Howard Merrell & Partners
sfindle@merrellgroup.com
@sfindle
Brand → Follow → Find → Engage
BRAND
Domain Name
http://www.godaddy.com/
Online Portfolio/Blog
http://wordpress.com/
http://www.visualcv.com/
http://www.tumblr.com/
https://posterous.com/
FOLLOW
Influencers
http://wefollow.com/
Lists
http://listorious.com/
Hashtags
http://wthashtag.com/
http://mashable.com/2009/12/08/twitter-chat/
RSS feeds
http://www.youtube.com/watch?v=0klgLsSxGsU
http://www.youtube.com/watch?v=VSPZ2Uu_X3Y
Quora
http://mashable.com/2011/02/13/quora-job-search
FIND
Twitter Job Search
http://www.twitjobsearch.com/
Linked in Companies
http://www.linkedin.com/
Follow companies you are interested in
Blogs
http://heatherhuhman.com/
http://www.onedayonejob.com/
http://www.culpwrit.com/
http://www.examiner.com/x-828-Entry-Level-Careers-Examiner
ENGAGE
My Sum up of the Google B2B event on 29th Jan 2015
B2B Marketing is changing. Is your business ready?
B2B@Google will bring together B2B experts and your peers to inspire you to ignite change in your organization.
Presentation given in Elluminate as part of the 2010 Becoming a Webhead TESOL EVO session. Find out more about it here: http://baw2010.pbworks.com/Graham-session
Tots Too Hot : The Good, The Bad and the Ugly of Pediatric FeverRommie Duckworth
Title: Tots “Too Hot!” - The Cute, The Bad and The Ugly of Pediatric Fever
Description: Elevated temperatures in pediatric patients are some of the most common, and often frustrating types of calls in EMS. Are the parents over-reacting? Are we under-reacting? This presentation illuminates what causes fever, how it can help or harm a child, what problems it can cause or be caused by, how to differentiate critical vs benign fever and how to prioritize care in pediatric patients with elevated temperature.
Teaching Formats:
-Lecture
-Discussion
-Question and Answer
Learning Objectives: Students will learn:
- Normal and abnormal thermoregulation in pediatric patients.
- Obtaining accurate thermometry through a variety of methods.
- Differentiation of exogenous vs endogenous pyrogens.
- Differentiation of “Febrile Seizure” and “Seizure with Fever”
- Special concerns for pediatric fever including patients with sickle cell disease, poor cardiac reserves, poor respiratory function and immune-compromised or immuno-suppressed patients.
SEE MORE AT WWW.ROMDUCK.COM
10 Reasons To Work as a Summer Camp Counsellor in America - Victoria VirgoVictoria Virgo
Thinking about working as a summer camp counsellor in America? Victoria Virgo provides you with 10 great reasons why you should definitely do it. Information about working at a summer camp from someone who has been there and done just that.
Some thoughts about hack days, developers, and data... Performed by Neontribe at the Culture Hack East data day: more on that at http://culturehackday.org.uk NB: Read the notes view. Doesn't make a lot of sense otherwise...
Social Media and Your Job Search
Elon University Professional Discovery Week
February 15, 2011
Sarah Findle
Associate Account Executive, Social Media Marketing
Howard Merrell & Partners
sfindle@merrellgroup.com
@sfindle
Brand → Follow → Find → Engage
BRAND
Domain Name
http://www.godaddy.com/
Online Portfolio/Blog
http://wordpress.com/
http://www.visualcv.com/
http://www.tumblr.com/
https://posterous.com/
FOLLOW
Influencers
http://wefollow.com/
Lists
http://listorious.com/
Hashtags
http://wthashtag.com/
http://mashable.com/2009/12/08/twitter-chat/
RSS feeds
http://www.youtube.com/watch?v=0klgLsSxGsU
http://www.youtube.com/watch?v=VSPZ2Uu_X3Y
Quora
http://mashable.com/2011/02/13/quora-job-search
FIND
Twitter Job Search
http://www.twitjobsearch.com/
Linked in Companies
http://www.linkedin.com/
Follow companies you are interested in
Blogs
http://heatherhuhman.com/
http://www.onedayonejob.com/
http://www.culpwrit.com/
http://www.examiner.com/x-828-Entry-Level-Careers-Examiner
ENGAGE
My Sum up of the Google B2B event on 29th Jan 2015
B2B Marketing is changing. Is your business ready?
B2B@Google will bring together B2B experts and your peers to inspire you to ignite change in your organization.
Social trends, why they are important and why they are not Joe Edwards
As marketing people, there are two things we cannot help doing: making up new-fangled words (e.g. gamification) and following the latest trends. We’ve always loved new shiny things and while trends are important, as social marketers, it’s important to remember that there are some fundamentals we need to get right. In this presentation, Joe highlights some interesting trends in the digital and social space, what they mean for businesses today and how they can be actioned tomorrow. But more importantly why marketers need to be careful in following every trend and forgetting the basics…. How to stay interesting to your audience.
The future of marketing - Please find the annotation to these notes here -> https://docs.google.com/document/pub?id=1XvFCHg2uvabmJ9etUm5SDBCTXrWQ4PgILipOieveTOI
The Trials and Tribulations of the Social BusinessJoe Edwards
The social business can be a major undertaking of any organisation especially when it comes to truly seeing the types of business transformation the the board expect. In the presentation Joe takes you through some of the pitfalls and successes some business have seen and how best to create a social business, with realistic objectives and structure for change.
A recent survey from McKinsey Global showed that less than a quarter of the marketers they surveyed are using analytical tools to refine their decision-making processes, even though 39% have increased access to data and insights. Problem one, accessing the data, this is still on the increase, but problem two is the bigger challenge; businesses still struggle with measuring social success (or failure), this presentation uncovers some of the whys and provides some simple principles you can take without spending vast sums of money to track your social progress
5 tips for sales success through social mediaJoe Edwards
Tapping the enormous potential of social media can help you generate new leads, understand how your brand is perceived and build deeper client relationships. How well are you using it?
Social Media Policy Development and HR IssuesIdentity
A presentation delivered by Identity's Tom Nixon and Brandon Chesnutt at Automation Alley's Social Media Landmines: Legal Implications & Effective Policies event.
A lot of product development projects suck. Most of the time because of a missing purpose and a clear focus on what is really important. Impact Mapping can help to create such a purpose and to focus on the capabilities that are in context with the business goals.
The Impact of Technology on Dementia Care ServicesJJ Lassberg
Closing Remarks at the Alzheimer's Association: Houston and South East Texas 2011 Professional Conference
The Impact of Technology on Dementia Care Services: Empowering Providers, Patients & Families
Emerging Technology does support some very real threats and at the same time has an incredible ability to empower, encourage, and inspire when harnessed for the greater good.
Convert your customers into brand advocates nad have them grow your business using the power of word of mouth marketing.
People trust recommendations from family and friends than they do traditional advertising and that is why referral marketing is a great strategy to grow your business.
Get more traffic, sales, and conversions using referral marketing.
Watch presentation to learn how referral marketing will grow your business.
The Future of Nonprofits : SXSW PresentationDavid J. Neff
In the most important nonprofit book since UNCHARITABLE, Randal C. Moss and David J. Neff show how the future of innovation, internal entrepreneurship, fundraising and social media communications are going to radically reshape the landscape of nonprofits in the next five years.
With case studies, expert interviews, document samples and the world's first nonprofit themed graphic novel they are giving you the keys to change your nonprofit today.
Leaders teamed up with the NBA, SAP and Cisco for an inspiring exploration of what’s coming up for technology, consumer trends, content and connectivity in 2016. The event was hosted alongside the NBA London Global Games 2016.
Guess what? Video is kinda a BIG deal! It's gone crazy in social, being adopted by most of the major channels, some ephemeral stories, some live video and then there always good old YouTube which is reporting 100% YoY video consumption across mobile. In this presentation, Joe Edwards will discuss why video needs to be an integral part of your social/content strategy, how to do it well and what you need to do to make it happen on a global scale with big budgets or when you are bit strapped for cash. There'll be plenty of real world examples and lots to take back to the office.
What I've Learnt from Social Media ListeningJoe Edwards
I uncover some of the techniques used to understand audiences through social media listening and measuring, how it can inform social, business and marketing strategy, hone social media activity and work to improve brand perception. As part of the presentation he'll also look at various brands and case studies to identify real world examples.
In Joe’s first Herding Cats presentation he spoke about how to use Social Media to drive visitors to your event but also how to deliver the event back into the social environment, in next instalment he goes into more depth around social awareness and listening … read on.
A recent study showed that awareness is the key objective for event managers using social media but 80% of these individuals are not using listening tools to measure their effectiveness. In this presentation Joe discusses how to use Social Media to drive awareness, some key metrics for measuring it and the learnings and advantages you can gain from Social Media listening through structuring a wealth of unstructured data. He will also high-light some of the new social platforms that have come to market and how best to take advantage of them.
As content marketing continues to move past the early-adoption phase, more and more companies are starting to take it seriously. But there are many common missteps. In this presentation Joe looks at some of the reasons why businesses may be failing at their content marketing efforts from a strategic and tactical stand point and what you can start doing today to resolve some of these issues.
In the complex and noisy environment that is the social media landscape Joe reveals not only how to use social media to drive visitors to your event but also how to deliver the event back into the social environment and fully optimise the social experience.
Why we all need to work harder at "unforgettable" in our marketing worlds. Tips and insights about how to be remembered in our careers and our campaigns. For the full transcript go here - http://www.brandjoe.com/2013/05/unforgettable/
In today’s connected, Googled, social world, there is a reality; more content will be created today than existed in entirety before 2003. The simple fact is we have limited time and attention spans. You need to create killer content that will get your target market to engage. While the attention economy is an important consideration when creating content you should not just be attempting to get attention but be turning your content into the talking point in your industry. It should make connections, drive interest, get shared and create advocates.
Session will look at:
Understanding the the good, the bad and the other crap - how to create content that gets cut through.
Techniques to find insights that will delight
Build a strategy and tactics for your content
What it takes to become a content king
Using the right content to nudge the buyer down the
There have been many posts about Klout and Peer Index (the two big influencer measurement tools) most of them have been pretty negative as a whole claiming massive inaccuracies due to their method of measurement. To be honest I don’t blame people for slamming these services when the editor of mashable can have a higher influence than the President of the United States (argue-ably the most influential person in the world) it does start to pose a few questions. Personally I think both services have a few flaws but then they have a massive task of attempting to turn what is essentially qualitative relationship based interactions into hard qualitative statistics.
A presentation put together by myself and Tony Donnellan on helping SMB's with Content Management focused around B2B.
It explains why content marketing is worth doing and how to go about doing it.
@tonester & @brandjoe
Custom Branding it’s about moving from the idea of mass marketing (this includes segmentation) and corporate wide communications to empowering the people in your business to deliver the company brand in a 1-2-1 environment.
I think it’s safe to say that yet another marketing term can be added to the B2B vocabulary bucket, that of social commerce or sCommerce. By now many of you will have signed up to the likes of Groupon and Living Social to take advantage of all the available deals. What you may not have seen is the B2B social marketplaces such as Huddlebuy (UK) and Bizydeal (US). Major sCommerce B2C players may also jump on the B2B wagon.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
I was independent I’m just about to start working for Tidalwave as a digital planner Over 10 yrs experience both agency and client side B2B and B2C I currently writing in B2B marketing magazine’s social column I’m not a fan of popular music I love basketball and I also take a disabled group away once a year ski-ing Oh and I'm a dad of about 6 months – which I why I have the permanently tired look on my face at the moment Reason I've told you a little bit about my personal life is for engagement to work, you really need to let some of your personality into the equation so you can build relationships.
I’d just like to find out how mature your businesses are in terms of social So I’d just like you to raise you hands if: You personally are on 1 or more social network You separate your business and personal networks – i.e. Facebook is for personal, lInkedin for business and - you might have 2 twitter accounts Business is on 1 or more social networks You have put in place a training and incentive scheme in place to allow employees to join the social conversation for the benefit of the business You have system of measurement for engagement and conversion
So the differences between engagement planning and more tradtional methods of communication Not about push and pull tactics Its about engagement, conversation and relationships There maybe content that revolves around these relationships Fundamental change in the way we speak and listen to people as a brand Everybody is a brand champion (or has the potential to be) Flexible communications, while you can build in some brand communications, you need to be flexible to the needs of your audience and employees
It can take about 18months to build a solid established online community – and you can expect it to take that sort of time to reach social maturity It will take time to get to maturity. There is a framework which I use that has helped other businesses along the long the road to engagement planning. This presentation is all about the framework used rather than a strategic approach and the content, it takes on the assumption that you as a marketing department want to start the engagement process and will run you through how to go about doing it.
So I feel there are two types on engagement planning, Business as a brand – which will tend to be perhaps more short term campaign driven (old spice would be a good example of that) brand led communications, by this a couple of good examples would be betfair – instead of delivering the usual poker news, they have retained four “expert” Twitter writers – a combination of authors and comedians, They went from 0 – 4500 recommendations – they are now in a second phase of their strategy which is to drive their audience to their site via tips and hints. The other is that of frontline engagement, which I’m going to discuss more today as I have very limited time to go through engagement planning in it’s entirety. Front line engagement is empowering your employees to take a responsibility for the brand, to become brand champions themselves, rather than control residing with the traditional champions (the marketing dept). So for me this is about changing the culture of the business to a more socially open and transparent one, there are some pretty huge hurdles to get over to make this happen
but before I get into this I wanted to give you a few examples of brand led engagement and frontline engagement Cisco delivered 100K in savings and 90 times more attendance by going social over physical product launch event OldSpice traffic bumped by 300% Sales up 106% within the initial 4 week campaign and then about frontline you about zappos – I’m sure many many people come back to this as an example of great social media The use of social media by employees at work is the norm. Zappos employees tweet about all kinds of topics, both of a work and personal nature. Zappos have grown exponentially over a 10 year period, their prime goal has been to make the customer happy and get to know them.
So how can you encourage your business to embrace front line culture
Well it’s all very much about getting buy in initially from the top down you have to provide reasons for implementing front line strategy: These should be perhaps where you can achieve savings against other forms of communications. You can provide case studies (ideally with figures) that show other businesses doing it well. You may be lucky enough to find some budget for this but chances are you may have to look at where you can reduce budgets in some communications to allocate spend / time to this method. You should be talking about, customer loyalty, increased traffic but I would suggest it needs to tie back to some financials. Start with where you are now and do some projections, i.e. we can save here and see increase in traffic there which will deliver revenue there. For instance take a look at how many impressions and conversions your PPC campaign is delivering and project this against social media activity, i.e. we have X amount of employees with X amount of followers a status update will deliver X amount of impressions and return X of conversion.
Trust me it’s not for everybody, You can be pretty sure most people are on some social network or other as was shown in the first, in my experience many have a negative feeling towards talking shop via their personal channels, and it can be quite a tough battle to take on, but if you take the approach of inclusion and encouragement you can change mind sets over time.
Have any of you tried to sell social into the business, what barriers have you come across, how have you solved them? Resource for the business Control for the business Personal Fears – what if people say something bad towards me Miss understanding of the how the channel is / would be used Personal and professional mash up – back in the day when you were geographically bound you had to take account for both your personal and professional appearance as a whole.
Find your stars, this does not mean everyone with a social network in the business, people need to be open to the idea Recent survey in one business of 80 employees 40 filled in the questionnaire Of the 40 15 of those where interested in a workshop and wanted to help 5 wanted to do the workshop but had no interest in it’s use to help the business 1 refused to give his details regardless of the fact that we put disclaimers to the effect that this was not to make sure people were doing their job Incentivize the stars - workshops and meetups Create a closed Centralized closed network to drive conversation and nurture social culture 3months with stars then open up with the whole work force Mandate it so that you are delivering business information they could not get anywhere else (examples)
Different people want to get different things from social engagement Focused workshops on business units You may want to show your HR team how to find candidates via linkedin, or your sales teams how to enter into conversations in specific communities or your customer support team how they can help to identify and resolve customer problems Provide places for people to go, start them off on a path
Zappos V IBM Legal issues (such as company performance) Brand (tone of voice, professional, fun, cheeky) Partners (how to treat partners) Audience (how to treat your audience, helpful, don’t take it personally) Micro-monitoring and disciplining of word of mouth is not sustainable, and ineffective. Approaching the issue with honesty, realism and a willingness to try is the only way past the roadblock.
You will all have a content plan for the year – ok so some may not, but you may should have a marketing schedule for the year. Deliver the schedule to your content stars or producers in a manner that will provide value for their audiences, perhaps you are launching a new service, curate some 3 rd party content based around this service, that may help the audience or create conversation and closer to your launch date ask your content stars to invite their audience to an online event. It’s important to drive value centrally outwards
Hopefully this has given you a few practical tips about for engagement planning, and there is so much more I could talk about but does anyone have any more questions?