social media marketing rules of social engagement

Social Media: Dip, Wade or Dive into the Social Pool?

Presented by Loren McDonaldSilverpop

At the SMEI Vancouver Social Media Roadshow – March 26, 2009

- 12 Rules of Social Engagement

Agenda• Overview• Foundational Principals• 12 Rules of Social Engagement

– Examples• Twitter• SlideShare

• Q & A

Advertising is about the only thing that isn’t “social”

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Dip, Wade or Dive?

Yes!

You Are Already Knee Deep• Customers are commenting• Employees have Facebook

pages• Salespeople are Tweeting• Competitors are talking to your clients• You’ve got a blog• And more….

So Why Go Further into Unchartered Waters?

• Learn through listening

• Build brand & credibility

• Engage with clients/ prospects

• Expand reach via your network’s network

• Further your Marketing & Sales efforts

• Take pre‐emptive/ proactive actions

Foundational Principles • Have a plan• Get management buy-in• Choose the right people to lead your

efforts• Create corporate social do’s and dont’s• Don’t boil the ocean• Experiment

12 Rules of Social Engagement

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#1 

You Can’t Ignore It.

Social Media Isn’t Going Away

Twitter, Facebook, et al R Xplding

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#2 

Consumers Are in Control

You Suck. Deal with it.

Everybody Has an Opinion

1

3

2

Complain

Complain

Response within 5 minutes

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#3 

Social is Personal.

Lose the Corporate Speak.

The Wrong Way to Tweet

• One way

• All blogs & press releases

• No replies

• No retweets

• No voice or personality

Twitter Post/Response Examples

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#4 

Yes, it is a conversation.

Join In. Engage. Have Fun.

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#5

Go Where They Are.

Crash the Party…

but Bring Some Beer

Blogs – Networks – Communities - Content Sites

Facebook as News Feed

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#6 

Think Tribes.

How Many Friends Can You Have Anyway?

Social Tribes

• Social tribes are:– Small– Passionate

• Tribe members are:– Nomadic– May be part of several

tribes

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#7

Blogs/Social Are the Center of the Universe.

The Ground is a Shiftin’

Blogs/Social: Drivers & Destination

Your BlogsTheir Blogs

Social Media-YouTube

- SlideShare- Communities

Email

SearchTweets

RSS

Social Updates

LinkedIn: Driver & Destination

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#8 

Social is SEO.

Shhh. Don’t Tell Anyone.

1

3

5

6

Wikipedia

Omniture Blog

Twitter

6

14

11

SlideShare

Twitter

LinkedIn

Optimize Social Content for Search Engines

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#9

Think Shareworthy.

Uh, it’s called “social” after all.

Why People Share• Contributing to the conversation:

– Sharing benefits people through the value of the information shared in return.

• Self-Interest:– Sharing rewards the pocketbook.

• Altruism:– Sharing makes them feel good.

• Validation: – Sharing feeds the ego.

• Affinity: – Sharing makes people feel more a part of the "community."

• Prurience: – Sharing makes people feel less guilty for gawking

What Makes Content Shareworthy?• Trustworthiness

• Tribal interests

• Simple and obvious

• Ease of sharing

• Social acumen and adoption of subscribers

• Creates value

• Reward/Incentives

• Good content

Email Share-to-Social

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#10 

Connect the Dots.

It’s that integrated thingy.

Tweet/FB

link

Solicit questions on LI, FB, TWTR

Advance Blog

Tweet/FB link to blog

Email Reminders w/S2S

Tweet Live

Answer questions

After on Twitter

Post PPT to SlideShare

Blog/Embed SlideShare

Tweet link to SlideShare

The Social

Webinar

80 attendeessaw my presentation

2 months later:1900 more people saw the presentation

or 24 X

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#11

Leverage the Workforce.

What the heck, you’re paying ‘em.

Employees Are Your Most Avid Fans

Most have Facebook, LinkedIn accounts

• Encourage• Educate/Train• Create policies• Monitor• Enforce

The Work/Personal Life Intersection

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#12 

There are no rules.

Just Do It!

What Works 4 U, May Not 4 Others• Experiment• Use your judgment• Form a small

passionate team• Listen and watch• Track• Experiment• Repeat

Dell Reports U.S.$1 Million From Twitter

Are You Ready to Dive In?

Q & A• lmcdonald@silverpop.com• Twitter:

– @LorenMcDonald– @Silverpop

• SlideShare: www.slideshare.net/silverpop• LinkedIn:

– http://www.linkedin.com/companies/silverpop• Facebook:

– Search “Silverpop”