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How to Strengthen Your Social Media Engagement

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Shane Gibson
Shane Gibson

The document discusses best practices for social media engagement. It provides tips on how to build successful social media strategies, including connecting with others rather than self-promoting, engaging authentically across multiple channels, finding influencers within target communities, and launching campaigns around cultural events. The document also shares an example of how Virgin America grew word of mouth for a new flight route and outlines Ford's social media policy of transparency, honesty, and valuing consumer feedback.

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How Solid is Your Social Media? @ShaneGibson Socialized.me/channelnext
900 million
175 Million
300 million updates/day
3Billion Views/Day
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 Socialized.me/channelnext @ShaneGibson
Socialized.me/channelnext @ShaneGibson
Use Multiple Channels Engagementdb.com Socialized.me/channelnext @ShaneGibson
Who blogs anyway? Socialized.me/channelnext @ShaneGibson
Socialized.me/channelnext @ShaneGibson
Socialized.me/channelnext @ShaneGibson
Socialized.me/channelnext @ShaneGibson
Socialized.me/channelnext @ShaneGibson
Socialized.me/channelnext @ShaneGibson
Socialized.me/channelnext @ShaneGibson
Islands Socialized.me/channelnext @ShaneGibson
Ecosystem Socialized.me/channelnext @ShaneGibson
Campaigns/Events Socialized.me/channelnext @ShaneGibson
Socialized.me/channelnext @ShaneGibson
“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 Socialized.me/channelnext @ShaneGibson
Socialized.me/channelnext @ShaneGibson
Finding Influencers • Local Niche Bloggers • Journalists • Meetup.com Organizers • Back-links to local competitor or topic specific sites • Use Twellow and Klout Socialized.me/channelnext @ShaneGibson
Pepsi Cultural Calendars • Demographic’s entertainment events • Community events • Significant milestones • Own a #tag in your community Socialized.me/channelnext @ShaneGibson
Socialized.me/channelnext @ShaneGibson
Socialized.me/channelnext @ShaneGibson
Launch Plan 1. 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 Socialized.me/channelnext @ShaneGibson
Ford Social Media Policy Rules for Ford Social Media Engagement At Ford Motor Company, our social media strategy involves connecting our consumers with our employees in the digital space whenever possible, and providing value to them in the process. As a result, we have specific rules for online engagement, which, amongst other variables, involves abiding by the Word of Mouth Marketing Association’s Code of Ethics. Ford will: Always request that our social media influencers be transparent and disclose their relationship, as well as anything they’ve received as a result of that relationship with Ford Insist on honesty of opinion. We want both positive and negative reviews of our vehicles Offer influencers engaging experiences that are worth talking about. We won’t be cutting and pasting press releases into e-mails in hopes someone will post them Always carefully target our outreach to ensure that we aren’t “spamming” anyone with unwanted messages Listen carefully to suggestions and concerns Compensate influencers for consulting or other duties they do for Ford. This compensation will solely be for their time as an advisor and will not include an expectation that they will write about the project – favorably or unfavorably Apologize quickly for any mistakes we make. No one is perfect and we are sure that we will make a misstep in our efforts to engage with the social web, but we will be sure to learn from our mistakes Share this policy with all influencers we work with Source: TheFordStory.com Socialized.me/channelnext @ShaneGibson
Socialized.me/channelnext @ShaneGibson
Socialized.me/channelnext @ShaneGibson
Learn More: Slides: http://socialized.me/channelnext Podcast: http://closingbigger.net Twitter: http://twitter.com/shanegibson Socialized.me/channelnext @ShaneGibson

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How to Strengthen Your Social Media Engagement

  • 1. How Solid is Your Social Media? @ShaneGibson Socialized.me/channelnext
  • 5.
  • 7. 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 Socialized.me/channelnext @ShaneGibson
  • 9. Use Multiple Channels Engagementdb.com Socialized.me/channelnext @ShaneGibson
  • 10. Who blogs anyway? Socialized.me/channelnext @ShaneGibson
  • 21. “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 Socialized.me/channelnext @ShaneGibson
  • 23. Finding Influencers • Local Niche Bloggers • Journalists • Meetup.com Organizers • Back-links to local competitor or topic specific sites • Use Twellow and Klout Socialized.me/channelnext @ShaneGibson
  • 24. Pepsi Cultural Calendars • Demographic’s entertainment events • Community events • Significant milestones • Own a #tag in your community Socialized.me/channelnext @ShaneGibson
  • 27. Launch Plan 1. 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 Socialized.me/channelnext @ShaneGibson
  • 28. Ford Social Media Policy Rules for Ford Social Media Engagement At Ford Motor Company, our social media strategy involves connecting our consumers with our employees in the digital space whenever possible, and providing value to them in the process. As a result, we have specific rules for online engagement, which, amongst other variables, involves abiding by the Word of Mouth Marketing Association’s Code of Ethics. Ford will: Always request that our social media influencers be transparent and disclose their relationship, as well as anything they’ve received as a result of that relationship with Ford Insist on honesty of opinion. We want both positive and negative reviews of our vehicles Offer influencers engaging experiences that are worth talking about. We won’t be cutting and pasting press releases into e-mails in hopes someone will post them Always carefully target our outreach to ensure that we aren’t “spamming” anyone with unwanted messages Listen carefully to suggestions and concerns Compensate influencers for consulting or other duties they do for Ford. This compensation will solely be for their time as an advisor and will not include an expectation that they will write about the project – favorably or unfavorably Apologize quickly for any mistakes we make. No one is perfect and we are sure that we will make a misstep in our efforts to engage with the social web, but we will be sure to learn from our mistakes Share this policy with all influencers we work with Source: TheFordStory.com Socialized.me/channelnext @ShaneGibson
  • 31. Learn More: Slides: http://socialized.me/channelnext Podcast: http://closingbigger.net Twitter: http://twitter.com/shanegibson Socialized.me/channelnext @ShaneGibson

Notas del editor

  1. Influencing thought leaders
  2. John Chow.
  3. Shane id odd