future talk what happens when your entire company becomes social

@marcusnelson #smss

marcus nelsonCEO / founder

Future Talk: What happens when your entire company becomes social?

@marcusnelson #smss 2

o hai.

@marcusnelsonFounder of Addvocate

Former Head of Social Media at Salesforce.com

@marcusnelson #smss

Companies Using Social For Marketing

3

57% 72% 81% 88% 91% 92%2009 2010 2011 2012 2013 2014Percent of Companies Using Social Channels

Source: http://www.emarketer.com/Article.aspx?R=1009273

@marcusnelson #smss 4

93% Of U.S. Corporates Will Use Facebook, Twitter, YouTube For Social Marketing By 2014. #FutureTalk #smss

@marcusnelson #smss

66%of online adults use social networking sites.

As of February 2012

Lots Of People

5

http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx

@marcusnelson #smss

900Mfacebook users worldwide

Social Is Big

6

@marcusnelson #smss

Companies Are Spending Big Money

7

$5.20 $7.72 $10.24 $11.87

2011 2012 2013 2014$Billion Spent on Ads

http://www.emarketer.com/Article.aspx?R=1008862

BillionBillion

Billion Billion

@marcusnelson #smss 8

#SocialProblem #1 People are not target markets.They are just People. #FutureTalk #smss

@marcusnelson #smss

How many page areyou personally a ‘fan’ of?

Average: 5-20

9

@marcusnelson #smss

How many times have yourevisited those pages?

Average: 0-2

10

@marcusnelson #smss 11

#SocialProblem #2 96% of People never return to your #Facebook brand page. #FutureTalk #smss @pagelever

@marcusnelson #smss

I know what you’re thinking to yourself…

crap12

@marcusnelson #smss

Now What?13

@marcusnelson #smss

You must engage your audience.

14

@marcusnelson #smss 15

#SocialProblem #3 90% of comments & likes comefrom newsfeeds #FutureTalk #smss @pagelever

@marcusnelson #smss 16

You say to yourself...

“But we don’t have enough staff”

@marcusnelson #smss 17

@marcusnelson #smss 18

You Have An Incentivized Workforce

Workers want to talk about their company, only...

1. They don't know what to say.2. They're afraid to say the wrong thing.

So, they do nothing.

@marcusnelson #smss

Customers WANT to Talk to Employees

19

http://trust.edelman.com/

@marcusnelson #smss

Social Media is People

Charlton Heston would have

known all along

20

@marcusnelson #smss 21

#SocialProblem #4 If your #socialmedia needs a strategy, you’re doing it wrong. #FutureTalk #smss

@marcusnelson #smss

Ready. Set. Go.

22

@marcusnelson #smss

Determine Objectives First

23

Share of Voice

# of MVPs

Awards Won

Engagement Coverage

Video Views

Subscribers

Posts & Comments

Facebook Engagement

Score

Sentiment

# of Employees Trained

# of Influencers Engaged

Audit Score

Downloads

Attendees

Quality of Engagement

Share of Conversation

@marcusnelson #smss

Build Social Proficiency Among Employees

24

http://en.community.dell.com/dell-blogs/direct2dell/b/direct2dell/archive/2012/04/23/dell-engaging-channel-partners-with-new-social-media-training-campaign.aspx

@marcusnelson #smss

Create Collaboration Infrastructure

25

@marcusnelson #smss

Gamify Employees’ Participation In Social

26

http://newyork.kred.com/

@marcusnelson #smss

Establish Social Media Guidelines

27

salesforce.com/socialmediapolicy

What’s in bounds?

What’s out of bounds?

Who to escalate things to?

public facing youtube video

Every Employee is responsible for reading and adhering to the rules.

@marcusnelson #smss

Create Crisis Decision Tree

28

@marcusnelson #smss

Operationalize Content & Distribution

29

SocialROI Send via their personal

social channels

Employees select content they wish to send

Company selects which content to suggest

Content distributedvia Addvocate

Addvocate measures & ranks reactions from public

1.

2. 3.

4.

5.

@marcusnelson #smss

Bonus Content Tip

30

@marcusnelson #smss 31

#Content is King,#Marketing is Queen,and your Blog is their Castle. #smss

@marcusnelson #smss 32

Thank You

@marcusnelsonFounder of Addvocate

marcus@addvocate.co