Navigating the Social Media Landscape: Social media has gone from fun distractions to necessary channels of communication. As a result we are bombarded with lots of content and lots of noise. How do we navigate this fast-paced and dynamic social media environment? How can we leverage social media for our business objectives? How can we be heard above all the noise? How do we avoid social media fails? How do we determine ROI? This master class will help you determine the proper approach, find the right networks with the right audiences, execute successful strategies, and drive both engagement and impact.

2. Agenda
• Assumptions
• Social Media Landscape
• Building A Social Enterprise
• Employee Advocacy and Employer Branding
• Social Media ROI

3. Assumptions For Today
• This is not about abandoning your current
activities
• Everything I share with you is optional and for
your consideration
• You don’t have to be Snapchatting or tweeting
by the end of the day but I hope you have a
new appreciation for their power
• We will make it interactive and make the most
of our time together to answer as many of your
questions as possible

4. About Me
• B.A. Econ, B.F.A. Film Production, M.B.A.
• Taught Entrepreneurship at OCAD University
• Teach Digital Strategy at University of Toronto
• Former Head of Social Media Strategy for Royal
Bank of Canada
• E-commerce Pioneer
• Produced a documentary exhibited at TIFF,
Melbourne and Sydney as well as broadcast on
Channel 4 (UK) and SBS-TV in Australia

5. The Social Media Landscape
The Good, The Bad, And The Surprising.
Understanding The Environment, Behaviour,
And Etiquette

6. 6
“Social media spark a revelation that we,
the people, have a voice, and through the
democratization of content and ideas we
can once again unite around common
passions, inspire movements, and ignite
change.”
– Brian Solis, Altimeter Group

8. The Speed of Adoption
Source: http://www.digitalbuzzblog.com/infographic-2013-mobile-growth-statistics/

9. Time Spent On The Internet (US)
Average number of hours spent per day online via PC (4.3 hrs) and Smartphone (1.9 hrs)

12. How Many Of You Are On:
• Linkedin
• Facebook
• Twitter
• Instagram
• Snapchat
• Vine
• This
• Peach
• Meerkat
• Periscope
• Ello
• Tsu

14. 2011 ~ 150

15. 2012 ~ 350

16. 2014 ~ 1000

17. 2015 ~ 2000

18. 2016 ~ 3500

20. Social Media Use By Country (59%-US)
Active accounts on the top social network in each country, compared to population

21. X
19 Million Canadians are on the network

23. Mobile

26. Deloitte Predicts

27. Customers Shift To Mobile

29. Tablet Web Traffic

30. LinkedIn iPad App

31. ORGANIC REACH APPROACHING ZERO

33. Snapchat Stats
• 10B Daily Video Views
• Average number of
photos share per minute
– 9000
• 100 Million daily active
users
• 60% of daily users
contribute content
• According to Snapchat,
the app has 70% of female
users, compared to 30% of
men
Source: http://expandedramblings.com/index.php/snapchat-statistics/

34. Snapchat Age Segments
Source: Statista.com

39. BEST TIME TO TWEET
8 – 10%

40. Disrupt

46. Serendipity

48. OREO
2016-07-02 Confidential ArCompany Inc.

50. Beyoncé & Red Lobster

51. #canalnotes #postitwars

53. Mistakes

61. EPICURIOUS + BOSTON BOMBING

62. ACKNOWLEDGE AND APOLOGIZE

63. 63
Offline
Moves
Online

64. Mitt Romney And The 47%

65. 65

66. 66
Judged by the
employees you
keep

67. 67

68. 68

69. 69

70. Collateral
Damage

72. Tech Evangelist
Adria Richards

73. DONGLE-GATE

74. Collateral Damage

75. FedEx

76. 21 Seconds

77. Papa
John’s

80. Transparency

81. McDonald’s Canada
81

82. Our Food. Your Questions.
82

84. Community

88. Crowdsourcing

90. Content

93. They Ask, You Answer
• 2001 – Founded River Pools
• 2008 – Economic downturn
• 2009 – Started a blog with content to answer customer
questions
• 2010 – Installed 600+ pools
• Today – More traffic than any other pool company site in
the world

94. Thought Leadership
• Content – Contact – Cash
• 600% increase in lead
generation from 1 quarter to
the next
• Social Media sales leads “are
the best leads ever received”

97. Earned Media
& Storytelling

99. Results
• 8,000,000 views in first month
• Conversation shares
• 57 percent via blogs
• 23 percent via online forums
• 11 percent via twitter
• 9 via traditional news media

100. Not showing what Intel makes but
showing what Intel makes possible

102. Results
• Focused on telling influencer’s stories rather than
Intel’s story
• 21,000 photos and videos uploaded by users
• 3000+ press articles
• 5000 tweets
• Profile films received 12M views
• $15M in earned medi
• User submissions 15x > YouTube contest benchmark
• 37M content views from 198 countries
• Average 7 minutes per visit

106. WestJet

107. DELIGHT = ADVOCACY

108. Content that educates.
Lead with value.
Be helpful.
Delight.

110. Building
A Social
Enterprise

112. Organizational DNA

116. Listen
Engage
Influence

118. Your
Competitors
Are Listening!

119. Competitive
Intelligence

127. Your Recruiting Message Here

128. Culture

129. Talent

132. 132

137. Count Me In!
Whatever
I Don’t Want
To Tweet And
You Can’t
Make Me
Internal Social Media Attitude

140. Operating Models
Decentralized
Centralized
Hub and Spoke
Dandelion
Adapted from Altimeter Group

141. How do you do what you do?

142. How does communication flow?

146. Humanizing

151. So what happened?
• “We’re experts at airplanes but novices in social media.
We’re learning as we go.” –Boeing
• Thousands visit blog, NYTimes, Forbes, ABC TV (Seattle
& Denver)
• Boeing Communications and Engineer responds
• Invitation to visit Boeing and Future of Flight

156. 1
5
Train
Guide
Empower

159. 1
5

160. 1
6

161. 1
6
Employee
Advocacy

166. Maturity Level of Employee Advocacy Programs
Source: Understanding Employee Advocacy and Social Media,
Hinge & Social Media Today

167. Benefits Firms Receive from Employee Advocacy
Source: Understanding Employee Advocacy and Social Media,
Hinge & Social Media Today

168. Firms with Employee Advocacy
Programs Grow Faster
Source: Understanding Employee Advocacy and Social Media,
Hinge & Social Media Today

169. http://www.dreamgrow.com/employees-are-your-best-advocates/

172. Does Social Media provide ROI?

174. THE REAL QUESTION IS

175. How do you measure
Social Media ROI?

176. BUT FIRST …
SOME QUESTIONS you need to ask
yourself to help you understand:
WHERE to start
WHAT to focus on
WHAT meaningful social media ROI looks
like

177. What are your organization’s objectives for the
next 4-6 months?

178. In too many organisations, social media is not
integrated with the current sales and marketing
objectives

179. Which results in no ability to measure the
impact of social media

180. How good is your organization at tracking and
measuring its own performance currently?

181. What is your organization’s readiness to adopt social media and
he associated responsibilities and performance measurement
processes?

182. Do different departments cooperate and
collaborate to ensure that an action in one
area generates an outcome that can be
measured in another?

183. Or in other words,
If you distribute a tweet with a link to a
landing page, can you see how that
tweet contributed to the conversions
on the landing page?

184. ATTRIBUTION

185. • Are you clear on your objectives?
• Have you determined the current
state of customer satisfaction?
• Have you aligned different business
units and departments?
• Are the necessary processes and
measurement capabilities in place?
• Have you identified and rallied a very
willing group of people eager to take
on this new challenge?

186. How well are you serving your customers?

187. Find out how
customers feel
about your product
or services

188. OTHERWISE

189. You run the risk of
drawing attention to their
dissatisfaction as you
embark on a social media
initiative.

190. 1
9
Are you confident about how you measure the results
of your sales and marketing efforts?

191. Getting
Started

192. BENCHMARKING
• What are your baseline
metrics?
• Frequency of measurement?
• Tools and processes of
measurement?
• Who’s involved – internally and
externally?
• What is the delta between
where you are and where you
want to go?
• What is your plan to get there
and how will you track your
progress?
• Incremental or aggressive
growth?

193. TOOLS AND KPI’s

194. SOCIAL MEDIA KPI’s
• Reach/Impressions
• Share of Voice
• Conversation Volume
• Sentiment
• Likes
• Shares, RT’s, Reposts
• Views
• Click Through Rate
• Comments
• Demographics
• Followers
• Favourites
• Tweets/Day
• Response Rate
• Engagement
• Influence
• Subscribers
• Revenue

195. TOOL SELECTION
• What are you trying to accomplish (i.e.
monitor, measure, analyze, manage)?
• How much complexity can you handle
(manual vs automated)?
• What actionable insight(s) are you looking
for – answer to SO WHAT?
• What’s your budget?
• Who else will be using the tool(s) and what
is their technical aptitude?

196. Listening provides feedback from the market
and your efforts that inform refinements and
changes to your strategy.

197. You need to be willing to
accept the feedback and
adjust accordingly

198. RECAP
• Determine Your Objectives
• Establish Baseline Metrics
• Select Your Tools Properly
• Test, Measure, and Adjust
• Avoid Analysis Paralysis – Always Look for the Actionable
Insight – the SO WHAT!

199. Focus on the properties you
own and use social
channels and associated
performance metrics to
guide your strategy to drive
conversions.

200. “Nike’s brand is not
Facebook.com/nike. It’s
Nike.com.”
- Fred Wilson, VC

201. ROI Equation
Traditional Metrics
+ Social Media Metrics
+ Clear Attribution
Revenue ($)

202. ROI can be achieved. It
just has to be designed
into your efforts from the
start.

203. • You know longer control the message but you
can influence it
• There are conversations happening about you
whether you are there to participate or not
• Golden Rule: the ultimate reputation
management tool
• If you do nothing else, at least listen
• Embrace the situation, train your employees,
and empower them to be your advocates
CLOSING THOUGHTS

204. THANK YOU!
Andrew Jenkins
Cell: 647-262-4242
ajenkins@volterraconsulting.com
@ajenkins