Social Media: Dip, Wade or Dive into the Social Pool?
Presented by Loren McDonaldSilverpop
At the SMEI Vancouver Social Media Roadshow – March 26, 2009
- 12 Rules of Social Engagement
Agenda• Overview• Foundational Principals• 12 Rules of Social Engagement
– Examples• Twitter• SlideShare
• Q & A
Advertising is about the only thing that isn’t “social”
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Dip, Wade or Dive?
Yes!
You Are Already Knee Deep• Customers are commenting• Employees have Facebook
pages• Salespeople are Tweeting• Competitors are talking to your clients• You’ve got a blog• And more….
So Why Go Further into Unchartered Waters?
• Learn through listening
• Build brand & credibility
• Engage with clients/ prospects
• Expand reach via your network’s network
• Further your Marketing & Sales efforts
• Take pre‐emptive/ proactive actions
Foundational Principles • Have a plan• Get management buy-in• Choose the right people to lead your
efforts• Create corporate social do’s and dont’s• Don’t boil the ocean• Experiment
12 Rules of Social Engagement
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#1
You Can’t Ignore It.
Social Media Isn’t Going Away
Twitter, Facebook, et al R Xplding
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#2
Consumers Are in Control
You Suck. Deal with it.
Everybody Has an Opinion
1
3
2
Complain
Complain
Response within 5 minutes
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#3
Social is Personal.
Lose the Corporate Speak.
The Wrong Way to Tweet
• One way
• All blogs & press releases
• No replies
• No retweets
• No voice or personality
Twitter Post/Response Examples
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#4
Yes, it is a conversation.
Join In. Engage. Have Fun.
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#5
Go Where They Are.
Crash the Party…
but Bring Some Beer
Blogs – Networks – Communities - Content Sites
Facebook as News Feed
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#6
Think Tribes.
How Many Friends Can You Have Anyway?
Social Tribes
• Social tribes are:– Small– Passionate
• Tribe members are:– Nomadic– May be part of several
tribes
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#7
Blogs/Social Are the Center of the Universe.
The Ground is a Shiftin’
Blogs/Social: Drivers & Destination
Your BlogsTheir Blogs
Social Media-YouTube
- SlideShare- Communities
SearchTweets
RSS
Social Updates
LinkedIn: Driver & Destination
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#8
Social is SEO.
Shhh. Don’t Tell Anyone.
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3
5
6
Wikipedia
Omniture Blog
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14
11
SlideShare
Optimize Social Content for Search Engines
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#9
Think Shareworthy.
Uh, it’s called “social” after all.
Why People Share• Contributing to the conversation:
– Sharing benefits people through the value of the information shared in return.
• Self-Interest:– Sharing rewards the pocketbook.
• Altruism:– Sharing makes them feel good.
• Validation: – Sharing feeds the ego.
• Affinity: – Sharing makes people feel more a part of the "community."
• Prurience: – Sharing makes people feel less guilty for gawking
What Makes Content Shareworthy?• Trustworthiness
• Tribal interests
• Simple and obvious
• Ease of sharing
• Social acumen and adoption of subscribers
• Creates value
• Reward/Incentives
• Good content
Email Share-to-Social
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#10
Connect the Dots.
It’s that integrated thingy.
Tweet/FB
link
Solicit questions on LI, FB, TWTR
Advance Blog
Tweet/FB link to blog
Email Reminders w/S2S
Tweet Live
Answer questions
After on Twitter
Post PPT to SlideShare
Blog/Embed SlideShare
Tweet link to SlideShare
The Social
Webinar
80 attendeessaw my presentation
2 months later:1900 more people saw the presentation
or 24 X
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#11
Leverage the Workforce.
What the heck, you’re paying ‘em.
Employees Are Your Most Avid Fans
Most have Facebook, LinkedIn accounts
• Encourage• Educate/Train• Create policies• Monitor• Enforce
The Work/Personal Life Intersection
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#12
There are no rules.
Just Do It!
What Works 4 U, May Not 4 Others• Experiment• Use your judgment• Form a small
passionate team• Listen and watch• Track• Experiment• Repeat
Dell Reports U.S.$1 Million From Twitter
Are You Ready to Dive In?
Q & A• [email protected]• Twitter:
– @LorenMcDonald– @Silverpop
• SlideShare: www.slideshare.net/silverpop• LinkedIn:
– http://www.linkedin.com/companies/silverpop• Facebook:
– Search “Silverpop”