social media boot camp vancouver october 2013
DESCRIPTION
Social Media Boot Camp Vancouver October 2013TRANSCRIPT
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?
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!