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The Enterprise Social Media
Boot Camp
With Shane Gibson
@shanegibson
#SocializedCamp
Knowledge
& Literacy
Integrated
Strategy
Process
& Systems
Social DNA
& Culture
Socialized Enterprise
4 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
enterprise 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.”
“There are no more marketing
gurus – just customers
with megaphones”
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
McKinsey Global Institute Study…
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
Return on
Investment
Return on
Investment
Owned?
Earned?
Paid?
Build Your
Media Asset
1.1Billion
200 Million
300 million updates/day
3BillionViews/Day
• 650,000 new members per day
• 5 million + Buttons clicked per day
Enterprise Social Media Boot Camp Vancouver June 19 2013
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
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
Engagement Islands
Marketing Ecosystem
Mobile Social Canadians
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
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”
Enterprise Social Media Boot Camp Vancouver June 19 2013
Thought Leadership
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
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
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
Twitte
r
Formul
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
Twitte
r
Formul
a
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
Enterprise Social Media Boot Camp Vancouver June 19 2013
Offerpop.com
Offerpop.com
• Fangated Coupons
• Refer-a-friend Contests
• Photo contests
• Tug-of-war
• Video contests
• Caption contests
• Twitter deals
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
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
✘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
SEO
• Search Engine Optimization
• TitleTags
• Image names, alt text & descriptions
• URL aka Slug
• Content Density
• Internal and External Links
• Velocity of posting
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
Who blogs anyway?
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
@Keenan
Who’s Mitch?
Enterprise Social Media Boot Camp Vancouver June 19 2013
Nanotribes
Enterprise Social Media Boot Camp Vancouver June 19 2013
CATEGORY
USERS NON-USERS
RETAIN DEVELOP REGAIN GAIN
A
Absolute
B
Beneficial
C
Convenient
High Yield
& Larger
Investment
Lower Yield
& Smaller
Investment
Pro-Active &
High Relation-
ship Selling
Passive &
Lower Rela-
tionship Selling
The ABC‘s of Targeting
Calls
1st
2nd
3rd
4th
5th &
Onward
Converted
2 of 100
3 of 98
4 of 95
10 of 91
81 of 81
Percentage
2%
3%
4%
10%
81%
(100 Competitor’s Clients Converted)
Sales Conversion
Ratio
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
Listening
Business Intelligence
• Search.Twitter.com
• Google Alerts, Mention.net,
talkwalker.com
• Facebook Search
• Linkedin.com/Signal
• Customer/Community blogs and social
networks
• Competitor/Industry news, blogs, and
social networks
Blog.suggestionbox.com
Real-Time Feedback
Enterprise Social Media Boot Camp Vancouver June 19 2013
Score Keeping?
Enterprise Social Media Boot Camp Vancouver June 19 2013
Stakeholder Spotting
Twitter Search
(Local)
Enterprise Social Media Boot Camp Vancouver June 19 2013
Intel/Data
Enterprise Social Media Boot Camp Vancouver June 19 2013
LinkedIn Signal
Facebook Search
Social Selling CRM
SCRM
Social
email
Values
Preferences
Data
Relationship
History
Business
Intel
Personal
Intel
360 view
SCRM
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
Hootsuite
Can we just not do
it?
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
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 Win
1. Align with Program and Community Goals
2. Identify Your Your Nano-tribes
3. Pick the Right Platforms
4. Map out Social Media Policy & Educate
5. Map out Your Plan
6. Implement Listening and Engagement
Strategy
7. Create focused content/conversations
8. Scale through community and influencer
relationship building
Pillar 4 Social DNA
Becoming a Social Business
• Social Media Policy
• Breaking Down Silos
• Getting Social With Each Other
• Social Media Education & Sharing
• Failing Forward
Social Media Policy
• Protects:
• Your Brand
• Customer, Investors & Community
• The Employee
Policy
• Safety
• Privacy
• Proprietary
• Process
• Etiquette
• Engagement
It Belongs to Everyone
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013
Social Media
Education
• List necessary competencies per
position
• Tools
• Strategy
• Tech Training
• Map out training calendar
Enterprise Social Media Boot Camp Vancouver June 19 2013
Enterprise Social Media Boot Camp Vancouver June 19 2013

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Enterprise Social Media Boot Camp Vancouver June 19 2013

Notes de l'éditeur

  1. Shane share ’s his favorite quote
  2. Steve covers Disengaged. Introduces thought leaders.
  3. Shane is odd.