competing in a social economy
DESCRIPTION
Presentation delivered to the National Association of Mutual Insurance Companies (NAMIC) at their Communications and Marketing Workshops. Alan See describes how to build your corporate and personal brand on social media.TRANSCRIPT
Competing in a Social Economy 2013 NAMIC Communications & Marketing Workshop
Alan See
Chief Marketing Officer
Agenda
• Social Media: The Perfect Management Storm Listen to management discuss social media. The social media ecosystem within the consumer buying process.
• Mindset List Keep Learning Personal Branding Connect and Nurture
• Building Your Social Network• Case Study• Homework
Storm Clouds
“The National Doppler Radar System has indicated that local conditions are right to produce
severe weather. High winds, damaging hail, and
flash floods are likely products of this storm.
Seek immediate shelter moving away from doors and windows.”
Social Media Generating the perfect management storm
“The CMO Alert System has indicated that conditions are right to
produce severe leadership team turbulence. High stress, damaging assumptions, and flash flood buzz
words are likely elements of your next management meeting.
Seek cross-team social media education support immediately.”
Chief Executive Officer
Social Media Sparks Interesting Management Conversations
CEO: I hear about social media all the time now; but does Wall Street really care if we get social? I thought this would only involve your PR department. What’s our competition doing?
Chief Financial Officer
CFO: Are we talking about decreasing expenses or increasing revenues with this strategy? On a side note; my kids told me that Twitter and Facebook are free … that’s great, no cost!
Chief Human Resources Officer
HR: Are we going to allow all employees access? If so, what will that do to productivity? Are we also going to use this for recruiting?
Chief Information Officer
CIO: What about network security? By the way, we can’t allow everyone to be downloading all these new untested desktop social applications. And don’t even get me going about the mobile device angle.
Corporate Legal Counsel
Legal: I’ll need to consider our risk and exposure. Now, who did you say was going to be blogging and tweeting?
Chief Sales Officer
Sales: Are we using this to generate sales leads or is it about customer service? If it’s about leads, will the quality be any good? Should sales really be involved with this stuff? How does this impact my call center?
Strategy – Technology – ProcessesDo you still think it sounds like a job for an intern?
Mindset ListWhat does the word “tablet” mean to you?
#1 Be a lifelong learner.
Mindset List#2 Treat yourself like a brand.
Mindset List#3 Get connected … now!
Building Your Social Network
Be Realistic: Meaningful relationships are not built overnight
Be Positive: View the process as an opportunity to help others
Networking Pillars
Be Prepared: Spend time thinking about what information and insight you can share
Be Proactive: Nurture and maintain your network
Listen: Your audience’s favorite station (WII-FM): What’s in it for me?
Participate: Engage – but don’t go straight into a sales pitch
Networking Foundation
Cover Your Network
TRUST
AUTH
ENTICITY
TRANSPAREN
CY
RESPON
SIVENESS
Create: Content is King. Be a resource – or find the resource
Case Study Google search: Page #1 organic results
Blog
Blog
Blog
Blog
Blog
YouTube
YouTube
Case Study Google search: Page #1 organic results
Website
YouTube
Case Study Find & Engage
www.docustar.com
Sample Twitter engagement with our national brand clients
Personal Branding HomeworkFast Start
• Personal Branding Email Address / Sign In & Password [email protected] (Yahoo, Gmail, etc) Use a spreadsheet and try to be consistent with your sign in & password
across all social media platforms
• Personal Branding Portfolio Professional picture Professional content
• Know Your Social Media Platform Strategy & Get Connected http://www.linkedin.com/ http://twitter.com/
Blog / Website Klout Google+ YouTube
Thank You!
Alan SeeChief Marketing OfficerDocuStar1325 Glendale Milford RdCincinnati, Ohio 45215
Office: 513-772-5400 ext 123Mobile: 937-470-4118www.docustar.com
DocuStar provides businesses with web-based marketing resource and creative production management services, digital print and fulfillment services, and email and social media marketing tools.