social media boot camp vancouver october 2013

The Social Media Boot CampWith Shane Gibson

@shanegibson

#SocializedCamp @ceilisvan

Wifi: Ceilis Public

irishnet1

Knowledge& Literacy

IntegratedStrategy

Process& Systems

Social DNA& Culture

The Socialized Leader4 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 leader 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.” - @garyvee

“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“

(Arabic Proverb)

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

Social Careers

"job postings for social media roles have grown a whopping 1300% in the last three years. And they saw a sharp increase – from 883% to 1357% – in Q2 2013 alone.

Another interesting learning: 42% of social media positions are senior level. Brands see that success in social often takes a seasoned marketer’s expertise." - Offerpop.com

Social Leaders

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

Example: A Simple and Trackable Contest Code/Deal

of the Week

• simple to execute

• brings people through the door

• can schedule weekly or use as a means of moving food inventory

• track using Micros or Squirrel

• supplement with promoted posts

• post across all social platforms, or use to drive traffic to particular outpost

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

Who blogs anyway?

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

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

@Keenan

Listening

Business Intelligence

• Search.Twitter.com

• Google Alerts, Mention.net, talkwalker.com

• Facebook Search

• Linkedin Search

• Customer/Community blogs and social networks

• Competitor/Industry news, blogs, and social networks

• Google Analytics

Blog.suggestionbox.com

Real-Time Feedback

Score Keeping?

Stakeholder Spotting

Twitter Search (Local)

Inte

l/D

ata

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

• Social Staff

• Breaking Down Silos

• Getting Social With Each Other

• Social Media Education & Sharing

• Failing Forward

AltimeterGroup.com

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, technology)

• Form best practices groups and set-up education days

• Customized training

• Public courses

• Online resources

Online Quicklist• Problogger.net

• Socialized.me/blog

• Closingbigger.net

• Marketingprofs.com

• Lynda.com

• Hootsuite University

• Mashable

Marketing is an experiment.

Get Sociable!