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-on

1. #GetSociable
The Social Media Boot Camp
With Shane Gibson
@shanegibson

2. The Socialized Leader
4 Pillars of Digital Leadership
Knowledge
& Literacy
Integrated
Strategy
Process
& Systems
Social DNA
& Culture

3. You Can’t Build a Plan Without a Map

4. 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

5. Is being a social
leader or organization
a nice to have, or
vital to success?

6. “Saying you don’t
believe in social media
is like saying you don’t
believe in the internet.” -
@garyvee

8. “There are no more marketing
gurus – just customers
with megaphones”

9. “Sales is about creating an
environment where an act of
faith can take place.”

12. McKinsey Global Institute Study…

13. Owned?
Earned?
Paid?
Build Your
Media Asset

14. 1.4Billion

15. 187 Million Active

17. 500 million updates/day

18. 3Billion Views/Day
1 Billion Mobile Views

19. • 540 Million Active Users
• 5 million + Buttons clicked per day

21. 200 Million/mo
1.5 Million in Thailand
50 million new users
in the last 6 months

22. 40 Million Unique
80% Female

23. 1st Time Buyers
$179.36
$68.78
$80.22
Social referral value in e-commerce (Fast Company)

24. Engagement Islands

25. Marketing Ecosystem

26. 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

27. “If you think you are a
leader and no one is
following you...
You’re actually just
going for a walk“
(Arabic Proverb)

28. “It’s not about
B2B or B2C it
is really about
person to
person.”

29. The Reverse Drip

30. 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

31. Nano-markets

35. George Moen – CEO, Blenz Coffee

40. Get Sociable!

41. 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

42. Community Leaders are Vital

43. Influence Teams

46. “Tell stories
because stories
aren’t boring.”
- Jay Levinson

47. Twitter
• Profile fundamentals
• Expanding reach
• Increasing engagement
• Your system and formula

48. Twitte
r
Formul
a

49. 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
Twitte
r
Formul
a

50. Facebook
• New challenges
• Increasing reach
• Increasing engagement
• Customizing
• Sponsored Posts versus Ads

51. What gets lift?
FaceBook
Posts and Contests

52. Engaging Posts - Quizzes

53. In the Community

54. Memes / Pop-Culture

55. Sponsored Posts

56. Get Sociable!

57. Get Visual - Images

59. Offerpop.com

60. Offerpop.com
• Fangated Coupons
• Refer-a-friend Contests
• Photo contests
• Tug-of-war
• Video contests
• Caption contests
• Twitter deals

62. 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

63. LinkedIn is a lot like the gym

64. Incomplete Profile =
Networking like this guy:

65. Business Pages
• How to start
• Adding Products and
Services
• Daily Content

66. 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

67. Summary
• LinkedIn works if you work it
• But your best foot forward
• It’s about business – have a business
page
• Connect daily with people

68. Who blogs anyway?

69. Blogging
• Blogging’s role in social media
communications
• What to blog about
• How to build traffic and subscribers

70. 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

71. 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

72. 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

73. Corporate
Blogging Errors
✘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

76. 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

77. Types of ROI
1. 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

78. ROI Continued
11.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

79. Listening

80. 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

81. Blog.suggestionbox.com

83. Real-Time Feedback

85. Score Keeping?

87. Stakeholder Spotting

88. Twitter Search
(Local)

90. Intel/Data

92. Facebook Search

94. Social Selling CRM
SCRM
Social
email
Values
Preferences
Data
Relationship
History
Business
Intel
Personal
Intel
360 view
SCRM

98. Hootsuite

99. Can we just not do
it?

107. Get in the game

108. Boeing

109. 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

110. How to Win
1. Align with Program and Community Goals
2. Identify Your Your Nano-tribes
3. Pick the Right Platforms
4. Map out Social Media Policy & Educate
5. Map out Your Plan
6. Implement Listening and Engagement
Strategy
7. Create focused content/conversations
8. Scale through community and influencer
relationship building

111. Pillar 4 Social DNA
Becoming a Social Business
• Social Media Policy
• Social Staff
• Breaking Down Silos
• Getting Social With Each Other
• Social Media Education & Sharing
• Failing Forward

112. AltimeterGroup.com

113. Social Media Policy
• Protects:
• Your Brand
• Customer, Investors & Community
• The Employee

114. Policy
• Safety
• Privacy
• Proprietary
• Process
• Etiquette
• Engagement

115. It Belongs to Everyone

120. #BDLife

122. 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

123. Online Quicklist
• Problogger.net
• Closingbigger.net
• Marketingprofs.com
• Lynda.com
• Hootsuite University
• Mashable

124. “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

125. Insurance Guerrillas

126. #BnNArmy with @WizardWorld

128. Scott Heiferman

129. @cforbesoklahoma

130. @cforbesoklahoma

132. 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

134. Pepsi Cultural
Calendars
• Demographic’s entertainment events
• Community events
• Significant milestones
• Own a #tag in your community

135. 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
8. Leverage through Influencers

138. Marketing is an
experiment.

139. Get Sociable!