Making the Connection with Social Media
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This talk was given to Economic Development Association of British Columbia's Annual Summit in June 2013.
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Making the Connection with Social Media
- 1. Making the Connection Through Social Media! Created for the Economic Development Association of British Columbia! By: Kemp Edmonds! available now: j.mp/edabckemp! ! #BCEconSummit
- 2. Agenda • Introduction! • Social Media by the numbers! • What’s the Endgame?! • The HootSuite Social Organization! • Managing the Balancing Act! • Q&A! #BCEconSummit
- 3. Potential
- 4. Inspiration
- 5. It started here… and never ends.
- 8. Choose your own Adventure • Pakistan’s First Social Media Company! • Chief Technology Officer, NASA! • Expert Legal Witness Facebook Labour Case!
- 12. It’s Mobile!
- 13. Source: MarketingCharts.com, Experian Hitwise Top 10 Social Networking Sites
- 14. Source: B2B Demand Generation Benchmark Report, 2012. Video Rules
- 16. What are people in BC using? Of BC Adults logging in at least once/week. Study by Insights West. Image by 6s Marketing, April 2013
- 17. People in BC use Facebook... Study by Insights West sponsored by 6s Marketing, April 2013 0% 20% 40% 60% 80% 100% 18-‐29 30-‐39 40-‐54 55+ Ever! Weekly! Daily!
- 18. Adults Using Social Networks! Use Social Networks! Do Not Use Social Networks! Source: US Pew Internet Research, April, 2013 40% Do Not use Social Networks
- 19. Politically Engaged Social Network Users! Not Engaged! Engaged! Source: US Pew Internet Research, April, 2013 66% of those that do are Politically Engaged
- 20. Source: Ipsos Reid They are very active
- 21. Is your website ready?
- 22. Important Questions • Is your website ready to receive and convert?! • Do you have positive testimonials?! • Do you have a blog?! • Respond to emails? Answer the phone?! • Are you listening? Listening comes first.! ! ! “Social Media often comes last and should.”!
- 23. What is the Endgame? Source: Google
- 24. Engage and Inform Source: Twitter.com
- 25. Follow the leaders Source: Facebook.com
- 26. Manage and Improve Reputation Source: Twitter.com
- 29. Long Term Communications Image By: Kris Krug used under creative commons.
- 30. MARKETING! SUPPORT!SALES! HR! C-SUITE! R&D! IT! Strategy/Goals! Social Policy! Workflows! Compliance! Foundations! Security! Social Analytics! Access: Web/Mobile! HootSuite Social Organization
- 31. Strategy/Goals! Social Policy! Workflows! Compliance! Foundations! Security! Social Analytics! Access: Web/Mobile! MARKETING! SUPPORT!SALES! HR! C-SUITE! R&D! IT!
- 33. C-SUITE! SUPPORT! HR! R&D! IT! MARKETING! SALES! CRM! MARKETING AUTOMATION! WEB ANALYTICS! CUSTOMERSERVICE PLATFORM! Strategy/Goals! Social Policy! Workflows! Compliance! Foundations! Security! Social Analytics! Access: Web/Mobile!
- 34. THOUGHT LEADERSHIP! EXECUTIVE PROFILES! C-SUITE! CRM! WEB ANALYTICS! SUPPORT! HR! R&D! IT! MARKETING! SALES! TECH LEADERSHIP! INFLUENCER COMMUNITY! MARKETING AUTOMATION! CUSTOMERSERVICE PLATFORM! WEBSITES! DEMAND GENERATION! PERSONALACCOUNTS! PERSONALCOROPORATE ACCOUNTS! INTERNALSOCIAL NETWORKS! INTERNALSOCIAL NETWORKS! Strategy/Goals! Social Policy! Workflows! Compliance! Foundations! Security! Social Analytics! Access: Web/Mobile!
- 35. Managing the Balancing Act Source: By lwpkommunikacio on Flickr used under creative commons
- 36. Controlled Empowerment • Strategy! • Goals! • Policy! • Workflow! • Security + Compliance! • Analytics! • Training!
- 38. 38 Altimeter Inside-Out Strategy
- 39. 39 Begin with Goals
- 40. 40 From Goals steam Objectives
- 41. 41 …then measures of success
- 43. • Goal! • Objective! ! • Measures! ! • Tactics! Be Integral to the Community! Raise! Awareness! % increase in Twitter Mentions! % increase in Social Mentions! Website traffic from social sites! A Social Marketing Example
- 44. Policy: Start smart and simple 1. Be responsible.! 2. Follow the rules.! 3. Be transparent.! 4. Take ownership.! 5. Respect your audience and colleagues.! 6. Add value.! 7. Protect the brand.! 8. Be accurate.! 9. Do not reveal secrets.! 10. Do not forget your day job.! Source: infopost.ca/en/social-media-employee-policy/
- 45. Workflow: An Example Image by: David Armano used under creative commons license.
- 47. Social Funnel Analytics FANS, FOLLOWERS AUDIENCE REACH CLICKS, LIKES, RETWEETS CONVERSIONS
- 48. Email Funnel Analytics SUBSCRIBERS EMAILS OPENED ACTIONS CONVERSIONS
- 49. Website Funnel Analytics VISITS PAGE VIEWS DESINATION PAGE CONVERSIONS
- 50. Training
- 51. • Goal! • Objective! ! • Measures! ! • Tactics! Be Integral to the Community! Raise! Awareness! % increase in Twitter Mentions! % increase in Social Mentions! Website traffic from social sites! A Social Marketing Example
- 53. Q & A j.mp/edabckemp • Thank you to EDABC and the organizers! ! • Try HootSuite Free: hootsuite.com! ! Get in touch:! • kemp@hootsuite.com! • @kempedmonds!