The ABC’s of Social Media for Leaders

The ABC’s of Social Media for Leaders
The MarketingSavant Group
www.marketingsavant.com

26 Social Media Concepts to Lead 888.989.7771
dana@marketingsavant.com

Your Field with Social Media

The MarketingSavant Group 888.989.7771

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About
Dana VanDen Heuvel
Dana VanDen Heuvel is an award-winning marketing blogger, author of the
American Marketing Association's Marketech Guide to Marketing
Technology and the MySpace, YourSpace, TheirSpace Guide to Social
Network Marketing and the creator of the AMA's TechnoMarketing
training series. Dana is a widely recognized expert on blogging, podcasting,
RSS, Internet communities and interactive marketing trends and best
practices and speaks regularly on these topics at industry events. Dana
founded BlogSavant, one of the nation's first weblog and social media
marketing consultancies and currently runs The MarketingSavant™ Group,
a marketing technology consulting and training firm that helps marketers
leverage emerging marketing technology to reach and keep customers.
Learn more from Dana's blog at www.marketingsavant.com.

The MarketingSavant Group is a specialist company that focuses on transforming our clients into the preeminent
thought leaders and trusted advisors in their industry. Through our thought leadership marketing approach and
deep experience in digital and social media marketing we do extraordinary work for B2B clients to move your
entire organization beyond the competitive realm and into the unique niche of industry thought leader. We focus
on genuine organizational transformation through marketing, innovation, intellectual capital development and not
on producing a campaign that’s merely a quickly forgotten flavor-of-the-month tool.

We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Business-
to-Business market sector. Our approach and our philosophy are to always put altruism before capitalism. We do
well by doing good, and we like to work with clients who share our philosophy.

Assets: Bring Everything You Have 4

to Social Media
Example: Technology Company’s Assets
Example:
Technology 14 Brand families
Company 12,732 Products and services
6 Broad go-to-market themes
42 Industry solutions
6.1MM Web pages
349 Case studies
1,942 Product data sheets
431 White papers
109 Webcasts
31,000 Press articles
219 Events with presence
13 Major sponsorships
432 Active employee blogs
395 Print ads
17 TV spots
421 Major global partners
227 HR initiatives
28 Languages


Take People Behind the Scenes
Ann Handley suggests in her book Content
Rules to use video to show behind the scenes at
your company. “Businesses can show what goes on
in their day-to-day world that people don’t see but
might be interested in. What about showing, for
example, how a popular product goes from concept
to rolling off the assembly line? Something that
seems completely everyday to you could be exciting
and fresh to your fans.”


Compelling Content


Social Media Effort


F-words in Social Media
Friend Follow


Google Loves Social Media


Hijacked Media – Beware!


Incent Social Sharing & Interaction
• ING Cafe in Chicago offered a free cup
of coffee to people who checked in
somewhere nearby their venue.
• This got customers in their door who
may not have known about ING Cafe
or simply hadn’t planned to go there.
• Kraft’s new MiO product, a water
enhancer, gave away free full-sized
samples from their Facebook page.
• Chipotle gave away a free burrito to
people in return for watching a
promotional video.
• Simply put, offering consumer freebies
has been wildly successful in recent
social campaigns.


Join the Right Groups


Knowledge Sharing in Social Media


Listen, Listen, Listen


Mobilize Social Media


Network Intelligently


Offline Social Skills - Host a Tweetup for Your:
Company/Customers/Industries/Community/Groupies


Publish on Schedule – “1-7-30-4-2-1”
• 1 = Daily
• 7 = Weekly
• 30 = Monthly
• 4 = Quarterly
• 2 = Bi-Annual
• 1 = Annual

Source: FusionSpark Media www.marketingsavant.com
The MarketingSavant Group http://www.fusionspark.com/blog/2009/10/13/content-marketing-secrets-part-iii-easy-as-1-7-30-4-2-1/ 888.989.7771

Questions: Ask and Answer
Ask Answer


Relationships are Better with
Social Media


Satisfy Customers Through
Social Media


Turn Your Thinkers Into
Thought Leaders


Understand Your Audience in Social Media


Video Connects Emotionally

• More human &
emotional than
blogging
• Be found on Google
• Low investment
• Easy distribution
• Differentiator
• Share more than text


Word of Mouth & Social Media 27

marketer-generated consumer-generated
(Think “funnel”) (Think “megaphone”)

be aware talk
consider form opinion
buy use

word-of-mouth

Social content, networks, and interactions

brand awareness keyword
relative media spending


Social Media Excellence
• Coordination 5 C’s of Social Media Excellence
– Coordination of social media activities creates
excellence. Mastery of media flow is achieved though
deliberate orchestration.
• Commitment
– Commitment means engaging with your environment.
It means deliberately pursuing social interactions.
• Confidence
– Contagious confidence creates social media
excellence. You are interesting, with interesting ideas,
so go tell it on the mountain.
• Comprehension
– Perpetually develop and deepen performance
capacity. Comprehension drives social media mastery
and excellence.
• Cultivation
– Cultivate worthwhile and friendly relationships. Foster
interaction to develop overall well-being, social media
excellence and prosperity.


Zero Excuses!
Top 10 Social Media Barriers
1. Lack of internal resources/time
2. Lack of knowledge/expertise
3. Not convinced about the value/ROI
4. Lack of clear guidelines/policies
5. Lack of awareness of social media within
company
6. Lack of budget
7. Social media not appropriate for
company/brand
8. Fear negative reaction from customers
9. Lack of global reach/scale
10. Lack of appropriate agency partner


The ABC’s of Social Media for Leaders

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