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.

1. Social Media
Master Class
Navigating the fast-paced and
dynamic social media environment

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.
(Rotman, 2003)
• Taught Entrepreneurship at OCADU
• Teach Digital Strategy at U of T’s SCS
• Former Head of Social Media Strategy for RBC
• 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. Social Networking Dominates
Time Spent Online In Canada

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

19. X
19 Million Canadians are on the network

21. 2
1
• 27.8 million Canadians have internet access
• 49% of time online now spent on mobile
• Canada has 24M mobile subscribers
(approximately 4/5 mobile users)
• Canada has world’s most engaged users
• Almost half of Canadians’ access the internet
via mobile (smartphones and tablets)
According To Comscore

22. Mobile

24. Deloitte Predicts

25. Customers Shift To Mobile

27. Tablet Web Traffic

28. LinkedIn iPad App

29. ORGANIC REACH APPROACHING ZERO

31. 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/

32. Snapchat Age Segments
Source: Statista.com

37. BEST TIME TO TWEET
8 – 10%

38. Disrupt

44. Serendipity

46. OREO
2016-07-01 Confidential ArCompany Inc.

48. Beyoncé & Red Lobster

49. #canalnotes #postitwars

51. Mistakes

59. EPICURIOUS + BOSTON BOMBING

60. ACKNOWLEDGE AND APOLOGIZE

61. 61
Offline
Moves
Online

62. Mitt Romney And The 47%

63. 63

64. 64
Judged by the
employees you
keep

65. 65

66. 66

67. 67

68. Collateral
Damage

70. Tech Evangelist
Adria Richards

71. DONGLE-GATE

72. Collateral Damage

73. FedEx

74. 21 Seconds

75. Papa
John’s

78. Transparency
And
Community

79. McDonald’s Canada
79

80. Our Food. Your Questions.
80

82. Social Good

84. Crowdsourcing

86. Content

89. 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

90. 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”

92. The Case For Blogging

93. Earned Media
& Storytelling

95. 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

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

98. 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

102. WestJet

103. DELIGHT = ADVOCACY

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

106. Building
A Social
Enterprise

108. Organizational DNA

112. Listen
Engage
Influence

114. Your
Competitors
Are Listening!

116. Competitive
Intelligence

120. Your Recruiting Message Here

121. Culture

122. Talent

126. 126

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

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

135. How do you do what you do?

136. How does communication flow?

140. Humanizing

144. 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

149. 1
4
Train
Guide
Empower

152. 1
5

153. 1
5

154. 1
5
Employee
Advocacy

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

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

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

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

165. Does Social Media provide ROI?

167. THE REAL QUESTION IS

168. How do you measure
Social Media ROI?

169. 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

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

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

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

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

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

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

176. 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?

177. ATTRIBUTION

178. • 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?

179. How well are you serving your customers?

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

181. OTHERWISE

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

183. 1
8
Are you confident about how you measure the results
of your sales and marketing efforts?

184. Getting
Started

185. 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?

186. TOOLS AND KPI’s

187. 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

188. 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?

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

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

191. 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!

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

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

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

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

196. • 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

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