Rules of Engagement in Social Media - Ford Social Media Boot Camp
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Social Media Boot Camp SeriesModule 1
The Rules of EngagementWith Shane Gibson
@shanegibson
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“I think that’s going
to break.”
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“The Customer Owns Your Brand”
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Getting Branded
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900 million
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175 Million
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300 million updates/day
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3Billion Views/Day
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The Future is Now•Nearby restaurants
• Shopping
•Community workforce breakdown
• Schools
•Housing inventory and stability
•Crime rates
• Past pricing and sales on the home itself
Real Estate III Central Virginia
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Return on Investment
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Return on Investment
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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”
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“It’s not about B2B or B2C it is really about person to person.”
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Lebanon FordContent Tips
1. Look for topics with a long shelf-life..
2. Use a variety of media:
3. Show that you’re human.
4. Use humor and casual anecdotes.
5. Promote charities.
6. Be original.
7. Encourage your readers to contribute
8. Pick an angle
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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
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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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Nano-markets
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George Moen – CEO, Blenz Coffee
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Don’t outsource your personal
brand
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#1 Stop pitching and start connecting
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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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Social Hub
• Social Capable?
• Conversational?
• Aggregate Voice?
• Multiple Media and Networks to Talk?
• Ease of use?
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#2 Doers win in the game of social media
•Results take time
•People expect you to be fully engaged and consistent.
•Create content
•Create unique, value added content and conversations (listen)
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Be the trusted advisor
•“Green fleet management strategies.”
•“Lean best practices.”
•“Balancing fuel efficiency with horsepower .”
•“How to select a child seat”
•“Service contracts pitfalls and hidden clauses”
•“Winterizing your vehicle”
•“Fuel efficient versus battery powered cars”
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Social media
marketing is about LISTENIN
G
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Business Intelligence
•Search.Twitter.com
•Google Alerts
•LinkedIn Groups, Questions & Network
•Blogsearch.Google.com
•Customer blogs and social networks
•Competitor news, blogs, and social networks
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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”
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Thought Leadership
“Leadership is influence.”
- John C. Maxwell
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Influence = Action• Message gets passed on
• Get linked to
• Changing or molding views
• Registering and attending events
• Solving problems
• Getting feedback
• Listening and creating brand and relationships
• Generating dialogue
• Getting press
• Capturing an e-mail address or contact info
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If you sound like everyone else you’re not a leader.
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Sales Cycle
RelationshipBuildingModel
WarmingUp
The Call
1Breaking
TheIce
UncoveringBuyingMotives
TheSales
Proposal
HandlingObjections
ClosingTheSale
6
Add-onsAnd
Up Sells 7 2
3
5 4
Invite and EngageAt Every Step
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Target Audience
Use multiple criteria
Target Thought Leaders and Connectors
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What Platforms?
Blogs
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IntegrationMake it part of your daily activities
Start pulling listening feeds
Engage, Lead, and Contribute
Make it real at least once a week
Rapport & Value = Mind Share = Wallet Share
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Insurance Guerrillas
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Free & Honest Tea
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Results
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Press
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Earned Media
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Increase in Sales
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Wall Street VS. LA
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Free Wifi as Weapon
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Scott Heiferman
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@cforbesoklahoma
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@cforbesoklahoma
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Canada’s Biggest Book Launch Party
(Until someone tells us otherwise)
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Sociable! Book Launch
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Getting Sociable!
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Launch Plan1. Identify Your Goal
2. Identify Your Target Audience and your Nanotribes
3. Pick the Right Platforms
4. Map out Social Etiquette and Policy (Rules and Tools Training)
5. Implement Listening and Engagement Strategy
6. Know Core Pains, Dreams and Goals
7. Uniquely Communicate Solutions Mixing Marketing and Community
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ResourcesTraining site: http://closingbigger.net Socialized: http://socialized.me