Rules of Engagement in Social Media (Ford Social Media)

1. Social Media Boot Camp Series
Ontario Module 1
The Rules of Engagement
With Shane Gibson
@shanegibson #Socializedcamp

2. “I think
that’s
going to
break.”

3. “The Customer Owns
Your Brand”

4. Getting Branded

8. 175 Million

9. 300 million updates/day

10. 3Billion Views/Day

12. 90 Million Active / mo

13. Mobile Users/Day
7.3M
6.9M
Daily Active Mobile Users

14. 25 Million Unique

15. 1 Time Buyers
st
$179.36
$68.78
$80.22
Social referral value in e-commerce (Fast Company)

16. The Future is Now

17. Return on Investment

18. Return on Investment

19. Owned?
Earned?
Paid?
Build Your
Own ATM

20. “If you think you are a
leader and no one is
following you...
You’re actually just
going for a walk”

22. “It’s not about
B2B or B2C it
is really about
person to
person.”

23. Lebanon Ford
Content Tips
1. Look for topics with a long shelf-life..
2. Use a variety of media:
3. Show that you’re human.
4. Use humor and casual anecdotes.
5. Promote charities.
6. Be original.
7. Encourage your readers to contribute
8. Pick an angle

24. The Reverse Drip

25. 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

26. Boeing

27. 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

28. Nano-markets

32. George Moen – CEO, Blenz Coffee

34. 5 Km Radius

35. Don’t outsource your
personal brand

36. #1 Stop pitching and start connecting

45. Corporate Blogging
Errors
✘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

46. Social Hub
• Social Capable?
• Conversational?
• Aggregate Voice?
• Multiple Media and
Networks to Talk?
• Ease of use?

47. Marketing Ecosystem

48. #2 Doers win in the game of social
media
• Results take time
• People expect you to be fully engaged and
consistent.
• Create content
• Create unique, value added content and
conversations (listen)

49. Be the trusted advisor
• “Green fleet management strategies.”
• “Lean best practices.”
• “Balancing fuel efficiency with horsepower .”
• “How to select a child seat”
• “Service contracts pitfalls and hidden clauses”
• “Winterizing your vehicle”
• “Fuel efficient versus battery powered cars”

50. Social media
marketing is
about
LISTENING

51. Business Intelligence
• Search.Twitter.com
• Google Alerts
• LinkedIn Groups, Questions & Network
• Blogsearch.Google.com
• Customer blogs and social networks
• Competitor news, blogs, and social
networks

52. 5 Km Radius

54. “If you think you are a
leader and no one is
following you...
You’re actually just
going for a walk”

55. Thought Leadership
“Leadership is influence.”
- John C. Maxwell

56. Influence = Action
• Message gets passed • Getting feedback
on
• Listening and creating
• Get linked to brand and
relationships
• Changing or molding
views
• Generating dialogue
• Registering and
attending events • Getting press
• Solving problems • Capturing an e-mail
address or contact
info

57. If you sound like
everyone else you’re
not a leader.

60. Sales Cycle
Invite
Warming an d
Up Engag
Add-ons The Call Breaking e
And At Eve
Up Sells 7
1 The
2 Ice
ry
Relationship
Step
Closing
6 Building 3Uncovering
The Model Buying
Sale 5 4 Motives
The
Handling
Sales
Objections Proposal

61. What Platforms?
Blo
gs

62. Insurance Guerrillas

63. Free & Honest Tea

64. Results

65. Press

66. Earned Media

67. Increase in Sales

68. Wall Street VS. LA

69. Free Wifi as Weapon

71. Scott Heiferman

72. @cforbesoklahoma

73. @cforbesoklahoma

74. Canada’s Biggest Book
Launch Party
(Until someone tells us otherwise)

75. Sociable! Book Launch

76. Getting Sociable!

77. Launch Plan
1. Identify Your Goal
2. Identify Your Target Audience and your Nanotribes
3. Pick the Right Platforms
4. Map out Social Etiquette and Policy (Rules and Tools
Training)
5. Implement Listening and Engagement Strategy
6. Know Core Pains, Dreams and Goals
7. Uniquely Communicate Solutions Mixing Marketing
and Community

78. Resources
Training site:
http://closingbigger.net
Socialized:
http://socialized.me
Training Site:
http://socializedacademy.com/fordontario