ford social media training - socialized! boot camp series module 1

Social Media Boot Camp SeriesModule 1

The Rules of EngagementWith Shane Gibson

@shanegibson

“I think that’s going

to break.”

“The Customer Owns Your Brand”

Getting Branded

The Future is Now•Nearby restaurants

• Shopping

•Community workforce breakdown

• Schools

•Housing inventory and stability

•Crime rates

• Past pricing and sales on the home itself

Real Estate III Central Virginia

We Still Use Old Media

750 million

100 Million

100 million updates/day

1Billion Views/Day

Business-to-Business Decision

Makers•…69% of B2B buyers use social networks

“primarily for business networking and development.”

•…Stereotypes may have C-level executives delegating research to others, but the study reveals that 53% prefer to search the Web and locate information themselves. – Google and Forbes Insights Study (2009)

“If you think you are a leader and no

one is following you...

You’re actually just going for a walk”

“It’s not about B2B or B2C it is really about person to person.”

The Reverse Drip

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

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

Nano-markets

George Moen – CEO, Blenz Coffee

Linkedin

Don’t outsource your personal

brand

#1 Stop pitching and start connecting

✘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

Social Hub

• Social Capable?

• Conversational?

• Aggregate Voice?

• Multiple Media and Networks to Talk?

• Ease of use?

#2 Doers win in the game of social media

•Results take time

•People expect you to be fully engaged and consistent.

•Create content

•Create unique, value added content and conversations (listen)

Be the trusted advisor

•“Green fleet management strategies.”

•“Lean best practices.”

•“Balancing fuel efficiency with horsepower .”

•“How to select a child seat”

•“Service contracts pitfalls and hidden clauses”

•“Winterizing your vehicle”

•“Fuel efficient versus battery powered cars”

Social media

marketing is about LISTENIN

G

Business Intelligence

•Search.Twitter.com

•Google Alerts

•LinkedIn Groups, Questions & Network

•Blogsearch.Google.com

•Customer blogs and social networks

•Competitor news, blogs, and social networks

“If you think you are a leader and no

one is following you...

You’re actually just going for a walk”

Thought Leadership

“Leadership is influence.”

- John C. Maxwell

Influence = Action• Message gets passed on

• Get linked to

• Changing or molding views

• Registering and attending events

• Solving problems

• Getting feedback

• Listening and creating brand and relationships

• Generating dialogue

• Getting press

• Capturing an e-mail address or contact info

If you sound like everyone else you’re not a leader.

Sales Cycle

RelationshipBuildingModel

WarmingUp

The Call

1Breaking

TheIce

UncoveringBuyingMotives

TheSales

Proposal

HandlingObjections

ClosingTheSale

6

Add-onsAnd

Up Sells 7 2

3

5 4

Invite and EngageAt Every Step

Target Audience

Use multiple criteria

Target Thought Leaders and Connectors

What Platforms?

Blogs

IntegrationMake it part of your daily activities

Start pulling listening feeds

Engage, Lead, and Contribute

Make it real at least once a week

Rapport & Value = Mind Share = Wallet Share

Insurance Guerrillas

Free & Honest Tea

Results

Press

Earned Media

Increase in Sales

Wall Street VS. LA

Free Wifi as Weapon

Scott Heiferman

@cforbesoklahoma

@cforbesoklahoma

Canada’s Biggest Book Launch Party

(Until someone tells us otherwise)

Sociable! Book Launch

Getting Sociable!

Launch Plan1. Identify Your Goal

2. Identify Your Target Audience and your Nanotribes

3. Pick the Right Platforms

4. Map out Social Etiquette and Policy (Rules and Tools Training)

5. Implement Listening and Engagement Strategy

6. Know Core Pains, Dreams and Goals

7. Uniquely Communicate Solutions Mixing Marketing and Community

ResourcesDemo blog:http://socialized.me/ford Training site: http://socialized.me/fordtraining Social Media Podcast: http://closingbigger.net Socialized: http://socialized.me