The Enterprise Social Media Boot CampWith Shane Gibson

@shanegibson

#SocializedCamp

Knowledge& Literacy

IntegratedStrategy

Process& Systems

Social DNA& Culture

Socialized Enterprise4 Pillars of Digital Leadership

http://google-latlong.blogspot.ca/

You Can’t Build a Plan Without a Map

Pillar 1: Knowledge & Literacy

• The state of the social media and social networking landscape

• The big 8 networks and key emerging networks and technology

• The mobile consumer and decision maker

Is being a social enterprise or

organization a nice to have, or vital to

success?

“Saying you don’t believe in social

media is like saying you don’t believe in

the internet.”

“There are no more marketing gurus – just customers with megaphones”

McKinsey Global Institute Study…

Return on Investment

Return on Investment

Owned?

Earned?

Paid?

Build Your

Media Asset

1.1Billion

200 Million

300 million updates/day

3Billion Views/Day

• 650,000 new members per day• 5 million + Buttons clicked per day

100 Million/mo

49 % of Top 100

28 % of 18 – 29 year olds

13 % of 30 – 49 year olds

3% of 50 – 65 year olds

Mobile Users/Day

7.3M

6.9M

Daily Active Mobile Users

25 Million Unique

1st Time Buyers

Social referral value in e-commerce (Fast Company)

$68.78

$80.22

$179.36

Engagement Islands

Marketing Ecosystem

Mobile Social Canadians

Pillar 2 & 3 Integrated Strategy

& Management

•Key Social Principles

•Best Practices on platforms

•Social Media Management Tools

•Social Selling

•Responding to Crisis

•Social Media Plans and Templates

“If you think you are a leader and no

one is following you...

You’re actually just going for a walk”

Thought Leadership

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

#8 Leverage through influencers and community

Get Sociable!

More Filters and Stops• Less automation in Twitter

• Tougher rules on LinkedIn and Facebook

• Following limits on Instagram

• Google updates their Algorithm and upsets the world

Community Leaders are Vital

Influence Teams

Fresh Unique Content

Twitter• Profile fundamentals

• Expanding reach

• Increasing engagement

• Your system and formula

TwitterFormul

a

1. Morning Quote

2. Post Content

3. Post Some Tips

4. Retweet

5. Thank and Follow

6. Help Someone

7. Get Social

8. Connect with Influencers

TwitterFormul

a

Facebook• New challenges

• Increasing reach

• Increasing engagement

• Customizing

• Sponsored Posts versus Ads

What gets lift?

FaceBook

Posts and Contests

Engaging Posts - Quizzes

In the Community

Memes / Pop-Culture

Sponsored Posts

Get Sociable!

Get Visual - Images

Offerpop.com

Offerpop.com•Fangated Coupons

•Refer-a-friend Contests

•Photo contests

•Tug-of-war

•Video contests

•Caption contests

•Twitter deals

LinkedIn is a lot like the gym

Incomplete Profile =Networking like this

guy:

Business Pages

• How to start

• Adding Products and Services

• Daily Content

Adding Connections

1. People you really know

2. People you sort-of know

3. People you don’t know

4. Only group one can be “blanket” added

5. For 2&3 customize and personalize

Summary• LinkedIn works if you work it

• But your best foot forward

• It’s about business – have a business page

• Connect daily with people

Blogging

•Blogging’s role in social media communications

•What to blog about

•How to build traffic and subscribers

What to blog about?

•Frequently Asked Questions (List 20)

•New developments (cool factor, fun, innovative, community focused, news)

•Events on-site or in the community

•Your take on local news

•Your take on mining news and events

What to blog about?

•Video (Yours and Others)

•Twitter stream on a topic

•Guest bloggers (experts, influencers, key staff)

• Interviews via email, video, skype etc.

•Top 10 and list posts

•Transcribe Audio/Video

✘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

Corporate Blogging

Errors

Video•Can be faster to produce than text

•Humanizes the message

•Easy to distribute and repurpose

•Additional SEO benefits

•Smartphones make it mobile and instant

•Increases conversions

•Increases visitor stays

SEO•Search Engine Optimization

•Title Tags

•Image names, alt text & descriptions

•URL aka Slug

•Content Density

•Internal and External Links

•Velocity of posting

Building reader base•Post content links (and partial posts)

on social networks

•Have an email subscription option

•Notify customers and existing newsletter subscribers – use newsletter as a digest

•Reciprocal guest blogging

•Link from all other networks

•Put it in print

Who blogs anyway?

@Keenan

Who’s Mitch?

Nanotribes

CATEGORY

USERS NON-USERS

RETAINDEVELOPREGAIN GAIN

AAbsolute

BBeneficial

CConvenient

High Yield& LargerInvestment

Lower Yield& SmallerInvestment

Pro-Active &High Relation-ship Selling

Passive &Lower Rela-tionship Selling

The ABC‘s of Targeting

Calls1st

2nd

3rd

4th

5th & Onward

Converted

2 of 100

3 of 98

4 of 95

10 of 91

81 of 81

Percentage2%

3%

4%

10%

81%

(100 Competitor’s Clients Converted)

Sales Conversion Ratio

Listening

Business Intelligence

•Search.Twitter.com

•Google Alerts, Mention.net, talkwalker.com

•Facebook Search

•Linkedin.com/Signal

•Customer/Community blogs and social networks

•Competitor/Industry news, blogs, and social networks

Blog.suggestionbox.com

Real-Time Feedback

Score Keeping?

Stakeholder Spotting

Twitter Search (Local)

Inte

l/D

ata

LinkedIn Signal

Facebook Search

Social Selling CRM

SCRMSocialemailValues

Preferences

DataRelations

hipHistory

Business Intel

Personal Intel

360 viewSCRM

Hootsuite

Can we just not do it?

Get in the game

Boeing

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

How to Win1. Align with Program and Community Goals2. Identify Your Your Nano-tribes3. Pick the Right Platforms4. Map out Social Media Policy & Educate5. Map out Your Plan6. Implement Listening and Engagement

Strategy7. Create focused content/conversations 8. Scale through community and influencer

relationship building

Pillar 4 Social DNABecoming a Social

Business

•Social Media Policy

•Breaking Down Silos

•Getting Social With Each Other

•Social Media Education & Sharing

•Failing Forward

Social Media Policy

• Protects:

• Your Brand

• Customer, Investors & Community

• The Employee

Policy• Safety

• Privacy

• Proprietary

• Process

• Etiquette

• Engagement

It Belongs to Everyone

Social Media Education

• List necessary competencies per position

• Tools

• Strategy

• Tech Training

• Map out training calendar