social media boot camp kuala lumpur malaysia november 2014
DESCRIPTION
Shane Gibson social media speaker (Malaysia Seminar) It is not who you know but who knows you in today’s hyperconnected marketplace. The consumer and the crowd now own your brand, and in order to profit from this new dynamic, you need a solid strategy and set of principles to engage the marketplace. Social media has a new set of rules that marketers can follow or break (often at their brand’s peril). The tools will change over time, but the rules of engagement will stay the same. These are principles that your team can apply today and they are also business strategies that they can take with them as technology and the web evolve. In this full multi-day social media boot camp series, our course leader will share with your team on understanding the role social media. He will also unearth how the social networking play in this new dynamic will be paramount to your future success as sales professionals, marketers, and corporations. Key benefits for attending this event: · GOVERN the“7 Rules of Engagement” in sales and marketing for better impact when using social media · ENRICH tips and approaches to using tools like blogging, Twitter, Facebook and Video to stay top of mind with clients · GAIN insight by using hyper-local social media and networks to own your local market · INCORPORATE strategies and tips on influencing online “Thought Leaders” and influencers (tapping into vast source online word-of-mouth referrals) · MAGNIFY the use of Social Media to connect, attract and grow profitable client opportunities · INTEGRATE online and offline media for your business profitability · APPLY 7 easy steps launch your business into the social media space · UNCOVER specific tips on measuring success, developing easy to implement plans and keeping things organized and simple to execute (and keep your team on-track) Who Should Attend VPs, GMs, HODs, Directors, Team Leader, Senior Managers and Managers of: · Social Media · Marketing/ Marketing Strategist/ Marketing and Communication · Brand and Communication · Digital Strategist/Digital Media and Social Engagement/Digital Marketing · Corporate Communication · Public Relation · Brand and Product Management · E-commerce · Media Relation · Corporate Affair · Customer Service · Entrepreneurs FREE TAKEAWAY!! Social Media Plan Template including sample social media calendars, social media policies and event marketing template and guide. Delegates are required to bring laptop to benefit from the hands-onTRANSCRIPT
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The Social Media Boot CampWith Shane Gibson
@shanegibson
#GetSociable
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Knowledge& Literacy
IntegratedStrategy
Process& Systems
Social DNA& Culture
The Socialized Leader4 Pillars of Digital Leadership
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You Can’t Build a Plan Without a Map
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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
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Is being a social leader or organization
a nice to have, or vital to success?
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“Saying you don’t believe in social media is like saying you don’t
believe in the internet.” - @garyvee
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“There are no more marketing gurus – just customers with megaphones”
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“Sales is about creating an environment where an act of
faith can take place.”
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McKinsey Global Institute Study…
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Owned?
Earned?
Paid?
Build Your
Media Asset
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1.4Billion
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187 Million Active
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500 million updates/day
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3Billion Views/Day1 Billion Mobile Views
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• 540 Million Active Users• 5 million + Buttons clicked per day
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200 Million/mo
1.5 Million in Thailand
50 million new users in the last 6 months
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40 Million Unique
80% Female
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1st Time Buyers
Social referral value in e-commerce (Fast Company)
$68.78
$80.22
$179.36
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Engagement Islands
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Marketing Ecosystem
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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
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“If you think you are a leader and no one is
following you...
You’re actually just going for a walk“
(Arabic Proverb)
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“It’s not about B2B or B2C it is really about
person to person.”
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The Reverse Drip
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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 Amplify through community
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Nano-markets
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George Moen – CEO, Blenz Coffee
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Get Sociable!
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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
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Community Leaders are Vital
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Influence Teams
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“Tell stories because stories aren’t boring.”- Jay Levinson
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Twitter• Profile fundamentals
• Expanding reach
• Increasing engagement
• Your system and formula
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Formula
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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
Formula
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Facebook• New challenges
• Increasing reach
• Increasing engagement
• Customizing
• Sponsored Posts versus Ads
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What gets lift?
Posts and Contests
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Engaging Posts - Quizzes
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In the Community
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Memes / Pop-Culture
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Sponsored Posts
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Get Sociable!
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Get Visual - Images
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Offerpop.com
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Offerpop.com• Fangated Coupons
• Refer-a-friend Contests
• Photo contests
• Tug-of-war
• Video contests
• Caption contests
• Twitter deals
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Example: A Simple and Trackable Contest Code/Deal of the Week
• simple to execute
• brings people through the door
• can schedule weekly or use as a means of moving food inventory
• track using Micros or Squirrel
• supplement with promoted posts
• post across all social platforms, or use to drive traffic to particular outpost
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LinkedIn is a lot like the gym
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Incomplete Profile =Networking like this guy:
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Business Pages
• How to start
• Adding Products and Services
• Daily Content
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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
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Summary
• LinkedIn works if you work it
• But your best foot forward
• It’s about business – have a business page
• Connect daily with people
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Who blogs anyway?
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Blogging
• Blogging’s role in social media communications
• What to blog about
• How to build traffic and subscribers
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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
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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
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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
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✘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
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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
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Types of ROI1. Reputation
2. Risk Reduction
3. Client Retention
4. Efficiency
5. Business Intelligence
6. Differentiation
7. Brand Association
8. PR & Exposure
9. Immediate Revenue
10.Long-Term Revenue
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ROI Continued11.Supplier Capacity
Building
12.Perception Shifting
13.More & Better Recruits
14.Innovation
15.Client Education
16.Staff Capacity Building
17.Network Growth
18.Opportunity Creation
19.Job Satisfaction
20.Trust Building
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Listening
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Business Intelligence• Search.Twitter.com
• Google Alerts, Mention.net, talkwalker.com
• Facebook Search
• Tweetreach.com
• Radian6
• Nimble Anywhere
• Linkedin Search
• Customer/Community blogs and social networks
• Competitor/Industry news, blogs, and social networks
• Google Analytics
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Blog.suggestionbox.com
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Real-Time Feedback
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Score Keeping?
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Stakeholder Spotting
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Twitter Search (Local)
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Intel/Data
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Facebook Search
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Social Selling CRMSCRM
SocialemailValues
PreferencesData
RelationshipHistoryBusiness
IntelPersonal
Intel360 view
SCRM
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Hootsuite
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Can we just not do it?
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Get in the game
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Boeing
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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
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How to Win1. Align with Program and Community Goals2. Identify Your Your Nano-tribes3. Pick the Right Platforms4. Map out Social Media Policy & Educate5. Map out Your Plan6. Implement Listening and Engagement
Strategy7. Create focused content/conversations 8. Scale through community and influencer
relationship building
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Pillar 4 Social DNABecoming a Social Business
• Social Media Policy
• Social Staff
• Breaking Down Silos
• Getting Social With Each Other
• Social Media Education & Sharing
• Failing Forward
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AltimeterGroup.com
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Social Media Policy
• Protects:
• Your Brand
• Customer, Investors & Community
• The Employee
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Policy• Safety
• Privacy
• Proprietary
• Process
• Etiquette
• Engagement
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It Belongs to Everyone
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#BDLife
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Social Media Education
• List necessary competencies per position (Tools, strategy, technology)
• Form best practices groups and set-up education days
• Customized training
• Public courses
• Online resources
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Online Quicklist• Problogger.net
• Closingbigger.net
• Marketingprofs.com
• Lynda.com
• Hootsuite University
• Mashable
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“After accruing the initial 120 participants and an additional 144 engaged influencers, the word of mouth power kicked in, as those individuals, proud to have “earned” such special treatment, generated more than 4,600 tweets about the new route. This, in turn, led to more than 7.4 million impressions and coverage in top blogs and news outlets like the L.A. Times and CNN Money. And all it took was making those original 120 participants feel special.”
Porter Gale – VP Marketing, Virgin
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Insurance Guerrillas
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#BnNArmy with @WizardWorld
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Scott Heiferman
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@cforbesoklahoma
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@cforbesoklahoma
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Finding Influencers• Local Niche Bloggers
• Journalists
• Meetup.com Organizers
• Back-links to local competitor or topic specific sites
• Use Klout and Tweetreach
• Survey existing customers
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Pepsi Cultural Calendars
• Demographic’s entertainment events
• Community events
• Significant milestones
• Own a #tag in your community
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Launch Plan1. Identify Your Goal
2. Identify Your Target Audience and your Nanomarkets
3. Pick the Right Platforms
4. Map out Social Etiquette and Policy
5. Implement Listening and Engagement Strategy
6. Know Core Pains, Dreams, and Goals
7. Uniquely Communicate Solutions Mixing Marketing and Community
8. Leverage through Influencers
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Marketing is an experiment.
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Get Sociable!