The Social Media Boot CampWith Shane Gibson

@shanegibson

#GetSociable

Knowledge& Literacy

IntegratedStrategy

Process& Systems

Social DNA& Culture

The Socialized Leader4 Pillars of Digital Leadership

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”

“Sales is about creating an environment where an act of

faith can take place.”

McKinsey Global Institute Study…

Owned?

Earned?

Paid?

Build Your

Media Asset

1.4Billion

187 Million Active

500 million updates/day

3Billion Views/Day1 Billion Mobile Views

• 540 Million Active Users• 5 million + Buttons clicked per day

200 Million/mo

1.5 Million in Thailand

50 million new users in the last 6 months

40 Million Unique

80% Female

1st Time Buyers

Social referral value in e-commerce (Fast Company)

$68.78

$80.22

$179.36

Engagement Islands

Marketing Ecosystem

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)

“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

#8 Amplify through community

Nano-markets

George Moen – CEO, Blenz Coffee

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

“Tell stories because stories aren’t boring.”- Jay Levinson

Twitter• Profile fundamentals

• Expanding reach

• Increasing engagement

• Your system and formula

Twitter

Formula

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

Twitter

Formula

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

✘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

Video• Can be faster to produce than text

• Humanizes the message

• Easy to distribute and repurpose

• Additional SEO benefits

• Smartphones make it mobile and instant

• Increases conversions

• Increases visitor stays

Types of ROI1. Reputation

2. Risk Reduction

3. Client Retention

4. Efficiency

5. Business Intelligence

6. Differentiation

7. Brand Association

8. PR & Exposure

9. Immediate Revenue

10.Long-Term Revenue

ROI Continued11.Supplier Capacity

Building

12.Perception Shifting

13.More & Better Recruits

14.Innovation

15.Client Education

16.Staff Capacity Building

17.Network Growth

18.Opportunity Creation

19.Job Satisfaction

20.Trust Building

Listening

Business Intelligence• Search.Twitter.com

• Google Alerts, Mention.net, talkwalker.com

• Facebook Search

• Tweetreach.com

• Radian6

• Nimble Anywhere

• 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)

Intel/Data

Facebook Search

Social Selling CRMSCRM

SocialemailValues

PreferencesData

RelationshipHistoryBusiness

IntelPersonal

Intel360 view

SCRM

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

#BDLife

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

• Closingbigger.net

• Marketingprofs.com

• Lynda.com

• Hootsuite University

• Mashable

“After accruing the initial 120 participants and an additional 144 engaged influencers, the word of mouth power kicked in, as those individuals, proud to have “earned” such special treatment, generated more than 4,600 tweets about the new route. This, in turn, led to more than 7.4 million impressions and coverage in top blogs and news outlets like the L.A. Times and CNN Money. And all it took was making those original 120 participants feel special.”

Porter Gale – VP Marketing, Virgin

Insurance Guerrillas

#BnNArmy with @WizardWorld

Scott Heiferman

@cforbesoklahoma

@cforbesoklahoma

Finding Influencers• Local Niche Bloggers

• Journalists

• Meetup.com Organizers

• Back-links to local competitor or topic specific sites

• Use Klout and Tweetreach

• Survey existing customers

Pepsi Cultural Calendars

• Demographic’s entertainment events

• Community events

• Significant milestones

• Own a #tag in your community

Launch Plan1. Identify Your Goal

2. Identify Your Target Audience and your Nanomarkets

3. Pick the Right Platforms

4. Map out Social Etiquette and Policy

5. Implement Listening and Engagement Strategy

6. Know Core Pains, Dreams, and Goals

7. Uniquely Communicate Solutions Mixing Marketing and Community

8. Leverage through Influencers

Marketing is an experiment.

Get Sociable!