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1. Stanton Chase International
Social Media Update, Bogota, 2011

2. Content
• General BE Structure
• Review of Strategy, Objectives,
Deliverables & Content Platform
• Case Study, Financial Services in the
Middle East
• The StantonChase.com Social Media
Face-Lift
• Our Social Media Presence & Usage
• SCI Social Media Guidelines & Best
Practices

3. BE Content & Structure
• Branding & Marketing Strategy North America
• Marketing Collateral
• Public Relations & Brand Development
• Social Media , Stimulate Growth for
PGs and Regions
• Diversity, Create a Team / Practice
ASPAC
• Best Practices
EMEA
• One Face to the Client
• Brand Compliance
• Schema
• Training & Development
• Market Analysis & Product Development
• Competitive Analysis
• Gap Analysis
• Current Service Portfolios Analysis
• Product Development Structure Latin America
• AESC
• Enhance benefits & Explore new
services

4. Review of Strategy, Objectives,
Deliverables & Content Platform
since Lisbon
SOCIAL MEDIA REVIEW

5. SOCIAL MEDIA STRATEGY
Social Media
Hire a Write on Your Incoming Links Optimize
Ghostwriter Own
Write Expertise
Build a Blog / Newsletter / Brand
Video Add Value
Podcast Target
Micro-Blog It / Twitter
Presentations
Facebook LinkedIn Newsvine Etc…
Friends Business
Relations

7. SOCIAL MEDIA STRATEGY
Become a Firm of Endearment amongst
global C-Suite Executives, by building a
The Message strong Integrated Content Platform and
strategy that engages them, and deliver first
“No class Added Value Content that invigorates
& engages with our audiences on a
Content = structured variety of topics, engage
Intellectually with Leaders, drive Online Traffic
No Social to and around our websites, personal profiles,
and content, and position ourselves as
Media” experts on key issues of concern to our
client executives, with the purpose of
capturing leads that translate into
business.

8. Key Objectives Social Media 2011
PLANNED
Stanton Chase become a firm of Endearment
amongst global C-Suite executives. In order to
achieve that goal we need to:
• Build a strong Content Platform and Strategy that
engages them through our Social Media activity
• Deliver first class, added value content that invigorates
and engages with C-Suite Executives

9. Key Objectives Social Media 2011
“Delivered the
DELIVERED ExecutiveNewsw
ire.com platform
which has
tremendous
usage across
Stanton Chase
and viewership
across regions.”

10. Key Issues Social Media 2011
DELIVERED
• 165 Articles
• 7 Pages
• 50 Categories
• 5,403 Unique Visitors
• 15,900 Page Views

11. Readers from 107 Countries
Top 20 Countries
1. United Arab Emirates 11. Germany
2. United States 12. Czech Republic
3. Greece 13. Switzerland
4. India 14. Qatar
5. United Kingdom 15. Australia
6. Turkey 16. Belgium
7. Romania 17. Netherlands
8. Canada 18. France
9. Bulgaria 19. Lebanon
10. Saudi Arabia 20. Egypt

12. Traffic Source Overview
Top 15 Traffic Sources
1. Direct 11. AOL
2. Google Organic 12. Baidu
3. LinkedIn 13. Twitter
4. Facebook 14. Mail
5. SurveyMonkey 15. Live
6. Yahoo
7. Bing
8. Google +
9. Facebook Mobile
10. Ask

13. Offices Generating Content
Top Content Contributors
1. Athens 11. China
2. Turkey 12. Mumbai
3. Budapest 13. Dubai
4. Istanbul 14. Baltimore
5. Lisbon
6. Sofia
7. Vienna
8. Zurich
9. Chicago
10. Dallas

14. Key Objectives Social Media, 2012
NEXT STEPS
• Build a Content / Publishing Calendar for 2012 that involves different
consultants & partners from a number of offices, across regions,
which represents and addresses Executive and Leadership Capital
concerns that our clients are facing, and drive it.
• A more agressive call for readership, subscriptions and
membership.
• Enhance our online presence by face-lifting our online presenation
of people, offices and corporate brand, by interconnecting our
Intranet, Internet, and other Social Media, allowing us to be more
connected, reachable and networked.
• Present Key Guidelines & Best Practices for using Social Media
within Stanton Chase International

15. How Shane Phillips penetrated into
a heavily guarded Financial
Services Sector, and achieved a
Blue Ocean Offering using Social
Media.
CASE STUDY:
FINANCIAL SERVICES

16. Case Study: Financial Services ME
PROBLEM
• Financial Services in the Middle East is characterized by
strong boutiques presence that offers highly specialized
expertise, with strong presence in key global markets.
• Extremely difficult to penetrate by a global firm which is
NOT strong in Financial Services, and little to no stable
presence in key global FS Hubs
• Clients are hardly willing to entertain even a casual
meeting with our consultants
• We needed a strategy that will help us penetrate into
clients

17. SOCIAL MEDIA STRATEGY
Social Media
Hire a Write on Your Incoming Links Optimize
Ghostwriter Own
Write Expertise
Build a Blog / Newsletter / Brand
Video Add Value
Podcast Target
Micro-Blog It / Twitter
Presentations
Facebook LinkedIn Newsvine Etc…
Friends Business
Relations

18. Case Study: Financial Services ME
SHANE’S ACTION PLAN
BRAND STRATEGY
• Decided on a Brand Strategy that will penetrate past all the barriers
• RISK as a Vehicle into a Strong Financial Services Presence
• Establish Shane Philips as THE reference on RISK matters
CREATE CONTENT
• Established Boardroom Strategies Business Breakfast Series
• BSBB #1: The Changing Role of the COO, Panel Discussion, highlighting RISK as a
major trending Issue for last 20 years.
• BSBB#2: RISK Management, 2 Hour Training breakfast with Jan Bladen
• Setup a LinkedIn Group: Risk Middle East
• Setup a Blog for Himself: ShanePhillips.net
• Wrote a series of Articles in and around Risk & Posted them on LinkedIn Group,
Executive Newswire, Blog.
• Setup a deal wit CEO Middle East Magazine to Interview the top 3 CEO’s in the Middle
East in Financial Services.

19. Case Study: Financial Services ME
RESULTS
• He was contacted and approached by James Lam, the first person in the
world to take on a CRO role, who found his discussion on RISK through
LinkedIn. Now setting up a Global Webinar with him and a local Paid
Seminar.
• He Secured Interviews with the Three CEO’s he was targeting because he
surrounded them with his Content, so that when he approached, they were
open to the conversation.
• He created a strong turnaround, from no assignments from Nov 10 to April 11,
to billings of 450,000 USD from May 11 to October 11.
• He is now being invited to meet with some of the strongest local and
international banks based in the UAE and Saudi Arabia.
• He has submitted additional Proposals to the tune of 300,000 USD in
addition to the already existing billings.
• He transformed his unsuccessful Push Strategy into a Pull Strategy, where
clients are calling him for meetings.

20. Enhancing our Personal & Corporate Brand and
Networkability through Social Media
WEBSITE / SOCIAL MEDIA FACE-LIFT

28. Suggested Face-Lift Elements
• A Socialized Home Page
• An Enhanced office page
• V-Card, Follow “Office”, Share
• A more concise, light Team page
• V-Card,
• Click through to an enhanced Individual Page
• Seamless Self-Customization of Individual Internet
page thru Intranet Access

29. The Home Page

33. How we appear on LinkedIn, Twitter,
YouTube, Facebook, etc…
OUR SOCIAL MEDIA
PRESENCE

34. Our Presence on Social Media
LinkedIn Considerations
Company Page = 5 • Do we consolidate under one company
Page or open it up to Offices to create
Groups = 11 different company pages.
Team = 486 Profiles • Should we offer Jobs / Promotions in
groups?
Job Postings = 1 + 6 • Should we offer job posts in careers or
groups?
• Is it OK to Post a Job for an internal
position of Researcher or consultant?
• Should we show “Follow Us on
LinkedIn” on our Website homepage?

35. Our Presence on Social Media
Twitter Considerations
Tweets = 59 • Is it time to start tweeting all Articles
and Posts from ExecutiveNewswire to
Followers = 102 our twitter account?
Following = 0 • Should we show “Follow Us on Twitter”
on our Website homepage?
IMPORTANT:
• We need an active action plan to
grow our follower base!
• TARGET: 4,000 followers by Dec 12

36. Our Presence on Social Media
Facebook Considerations
Pages = 3 • Shouldn’t we be regulating SCI Activity on
Facebook rather than just saying no to it? If we
Groups = 3 ignore it, does it not effect our branding to be
presented in a poor image?
• Should we continue with Pages and Groups,
and get offices to manage their own within
guidelines?
IMPORTANT:
• Consolidate under one Company, Stanton
Chase International.
• Develop a Branded Company Page
consistent with our branding.

37. Our Presence on Social Media
YouTube Considerations
Videos = Around 15 • Should we consider a consolidated
Stanton Chase International Channel
SC Channels = 4 with more than 15 videos.
Ind Channels = 10
IMPORTANT:
• Consolidate in a Single Channel
• Promote Channel to get subscribers
• Brand the Channel to comply with
SCI Image / Colors / Branding.

38. What to do & what to avoid while using social media tools
SCI SOCIAL MEDIA GUIDELINES &
BEST PRACTICES

39. Hot Issues
• To Post or Not to Post?
• Consolidation of Social Media Activities
• How-To & Best Practice Guides for Social Media in
General
• Specific Guidelines on how to use LinkedIn, Twitter,
Facebook, YouTube to have one face to world.

40. Execution Plan
Deliver All by November 2012
First Stage – Chicago, April 2012
Second Stage – Zurich, November 2012