Climbing the Ladder of Thought Leadership
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The document discusses climbing the ladder of thought leadership through social media. It outlines seven rungs on the ladder: creating a blog, using LinkedIn, using Twitter, using Facebook, getting involved in industry groups and conversations, adopting new media platforms, and partnering with others to amplify your message. For each rung, it provides tactics on how to be an effective thought leader and gain visibility within your industry through content creation and social networking. The overall message is that developing expertise and sharing knowledge over time can help individuals and companies build recognition as leaders in their field.
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Climbing the Ladder of Thought Leadership
- 7. ClimbingtheLadderofThoughtLeadership|Copyright2012MaidenMediaGroup DigitalExperienceAgency MaidenMediaGroup PAGE: UseYorntoanswer! • Lead Generation • Brand Awareness • Issue Awareness • Closing Sales • I’m Not Really Sure WhatistheprimaryobjectiveofyourSocialStrategy? 7 Sunday, March 11, 12
- 8. ClimbingtheLadderofThoughtLeadership|Copyright2012MaidenMediaGroup DigitalExperienceAgency MaidenMediaGroup PAGE: Youhave: •apresenceonsomesocialnetworkingsites(facebook,twitter,etc.) •someframeworkofastrategy,orahigh-levelpurposebehindwhatyou’redoing •ageneralinterestinsocialmedia Youwant: •tolayoutyourexpectations •tobuildyourplan •tobeavoiceofyourindustry •toclimb the ladder of thought leadership You&theCompany: •Youarearepresentationofyourcompany,andyourcompanyisarepresentationofyou •However,athoughtleaderhashis/herownvoice •Opportunitytohavemorepersonalconversations(especiallywithintheb2bspace) Whyareyouhere? 8 FACT: 81% of B2B Marketers find online marketing moderately to extremely challenging. socialmediaexaminer.com Sunday, March 11, 12
- 9. ClimbingtheLadderofThoughtLeadership|Copyright2012MaidenMediaGroup DigitalExperienceAgency MaidenMediaGroup Agoodsocialfoundation Significant Following: •Quality Likes: 116,000 •Ton of Content Site Integration: •Links between social and main site Encouraging Conversation: •Pushing retweets SAPBusiness PAGE: 9 Sunday, March 11, 12
- 10. ClimbingtheLadderofThoughtLeadership|Copyright2012MaidenMediaGroupPAGE: MaidenMediaGroup DigitalExperienceAgency 10 Defining the Ladder Sunday, March 11, 12
- 12. ClimbingtheLadderofThoughtLeadership|Copyright2012MaidenMediaGroupPAGE: MaidenMediaGroup DigitalExperienceAgency 12 CONTENTCREATION CONTENTCREATION RUNG 1: CreateYour BlogRUNG 2: Get LinkedInRUNG 3:Twitter RUNG 4: Facebook RUNG 5: Get InvolvedRUNG 6: New MediaRUNG 7: Partner & Amplify Sunday, March 11, 12
- 18. ClimbingtheLadderofThoughtLeadership|Copyright2012MaidenMediaGroup DigitalExperienceAgency MaidenMediaGroup Hitthegroundrunning. Setupyourplatform Publishsomeofyourorganizedcontent Askquestions,facilitateconversation Commentonotherblogs Offerguestblogarticles Blogging PAGE: 18 FACT: 33% of B2B Companies maintain an active blog or blogs. socialmediaexaminer.com BRAND SPONSORSHIP You can keep your blog on your company website or create your own. You may want to have both. Sunday, March 11, 12
- 28. ClimbingtheLadderofThoughtLeadership|Copyright2012MaidenMediaGroup Positioningthecompanyforsuccess Companyprofiles: Aboveall,rememberwhatyouareusingthepage for,itshouldnotbesomedrypagecreatedbecause youreadsomewhereinane-bookthatitwouldbe therightthingtodo.Thisisanothermeansfor clientsandpotentialpartnerstolearnaboutand contactyou. LinkedIn&theCompany PAGE: MaidenMediaGroup DigitalExperienceAgency 28 FACT: FACT: 47% of B2B Companies actively participate on LinkedIn. socialmediaexaminer.com Sunday, March 11, 12
- 30. ClimbingtheLadderofThoughtLeadership|Copyright2012MaidenMediaGroup DigitalExperienceAgency MaidenMediaGroup CanyouuseitinB2Bmarketing? •Interactdirectlywithpeopleyouwanttodobusinesswith •Putyourselfontheirradarbyaskingpertinentquestions •Postsomethingcontroversial,don'tbeafraidtodisagree •Industrythoughtleadershaveavoiceandanopinion Alwaysbelisteningandlookingfortweetsrelatedtoyourservice,postedbyothercompanies,andreply swiftlyandpersonably(soasnottofeellikespam) Twitter PAGE: 30 FACT: 53% of B2B Companies actively participate on Twitter. socialmediaexaminer.com Sunday, March 11, 12
- 33. ClimbingtheLadderofThoughtLeadership|Copyright2012MaidenMediaGroup DigitalExperienceAgency MaidenMediaGroup •IndustryTrends •CompanyNews •NewBusiness •NewEmployees •BreakingIndustryNews Howyoucantieintothesecontentpushes •Promoteyourcompanytweets •Retweetyourcompanytweets WaysB2BCompaniesareusingTwitter PAGE: 33 BRAND SPONSORSHIP Partner with agencies to accomplish this. Champion the initiative internally. You are a reflection of your company as your company is a reflection of you. Sunday, March 11, 12
- 35. ClimbingtheLadderofThoughtLeadership|Copyright2012MaidenMediaGroup DigitalExperienceAgency MaidenMediaGroup Anintroduction Misconceptions Haslongbeenconsideredoneofthemosteffectivetoolsforbusinessesto engagetheircustomersonlyintheconsumerspace TheTruth ProvidesanopportunityforthoughtleadersandtheB2Bbrandsthatthey workfortohaveanintegratedwaytomakeafullfeaturedbrand experienceonasocialnetworkthat1outof2internetusersison everyday. Facebook PAGE: 35 FACT: 90% of B2B Companies actively participate on Facebook. socialmediaexaminer.com Sunday, March 11, 12
- 38. ClimbingtheLadderofThoughtLeadership|Copyright2012MaidenMediaGroup DigitalExperienceAgency MaidenMediaGroup RewardingBrandAdvocates ProductTestimonials SharingVideos ShowcasingThoughtLeaders WaysB2BCompaniesareusingFacebook PAGE: 38 BRAND SPONSORSHIP Partner with agencies to accomplish this. Champion the initiative internally. On Facebook you are a reflection of your company as your company is a reflection of you. Sunday, March 11, 12
- 40. ClimbingtheLadderofThoughtLeadership|Copyright2012MaidenMediaGroup DigitalExperienceAgency MaidenMediaGroup Getinvolved •Participate/contributetoinpersonmeetings •Findpanelstobecomeapanelistorparticipantin •Utilizecontentonplatformstoshowcaseinvolvement OfflineIntegration PAGE: 40 BRAND SPONSORSHIP Partner with agencies to accomplish this. Getting into conferences, keynotes, and speaking engagements takes both time and effort. Sunday, March 11, 12
- 42. ClimbingtheLadderofThoughtLeadership|Copyright2012MaidenMediaGroup DigitalExperienceAgency MaidenMediaGroup Expandyourcompanyandyourpersonalbrandwithawebinarorpodcast •Brandednewssources •Discussopinionsonindustryhot-topics Provideguidanceandmakesuretoalwaysincludeabioofyourself/yourcompanyattheend •Forlargecompanies,usetheteamtocontribute •Forsmallerorganizations,createa“face”ofthecompanywithoneortwopeople BEWARE: •Expecttoinvestalotoftime:sodon’tstartunlessyou’rereadyforcommitment(Newsgetsoldquick!) WebinarsandPodcasts PAGE: 42 FACT: 77% of B2B Marketers said their websites alone are not that effective at generating leads. socialmediaexaminer.com BRAND SPONSORSHIP Partner with agencies to accomplish this. Sunday, March 11, 12
- 44. ClimbingtheLadderofThoughtLeadership|Copyright2012MaidenMediaGroup DigitalExperienceAgency MaidenMediaGroup MaidenMedia,perhaps?:) 1.Developeitheraninternalteamoranexternalonetoamplifythe contentyoucreate 2.Maketheteaminchargeoffindingavenues andcreatingtheright mediamixtopublishthecontent 3.Keepinmindtheendgoalistospreadyourpersonalbrand impression,andasaresultthecompanybrandimpression DeveloptheRightTeam PAGE: 44 FACT: 60% of B2B Marketers have implemented a social media strategy, or will in the next year. socialmediaexaminer.com Sunday, March 11, 12
- 46. ClimbingtheLadderofThoughtLeadership|Copyright2012MaidenMediaGroup DigitalExperienceAgency MaidenMediaGroup AQuickLook Whatitis Asocialphoto-sharingwebsitethatallowsusersto“pin”imagestoboards oruserprofiles Whyitisimportant Pinterestisoneofthefastestgrowingsocialnetworksonlineandpresents anopportunityforB2Bbrandstoestablishavisualpresencewhilethesite isstillgeneratingbuzzallovertheinternet Pinterest PAGE: 46 FACT: Pinterest is a top 10 social network and has 11 million total visits per week hitwise.com Sunday, March 11, 12