social media marketing rules of social engagement
DESCRIPTION
Social Media Marketing - Rules of Social Engagement - Presentation on practical ways to leverage social media tools such as Twitter, SlideShare and blogs to support your sales and marketing efforts. Includes "12 Rules of Social Engagement" and examples from Twitter, SlideShare, blogs, etc. Presented at the SMEI Social Media Roadshow in Vancouver, March 26, 2009TRANSCRIPT
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
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
6
14
11
SlideShare
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• [email protected]• Twitter:
– @LorenMcDonald– @Silverpop
• SlideShare: www.slideshare.net/silverpop• LinkedIn:
– http://www.linkedin.com/companies/silverpop• Facebook:
– Search “Silverpop”