Social Media Marketing - Rules of Social Engagement - Presentation on practical ways to leverage social media tools such as Twitter, SlideShare and blogs to support your sales and marketing efforts. Includes "12 Rules of Social Engagement" and examples from Twitter, SlideShare, blogs, etc. Presented at the SMEI Social Media Roadshow in Vancouver, March 26, 2009

1. Social Media: Dip, Wade or Dive into
the Social Pool?
- 12 Rules of Social Engagement
Presented by Loren McDonald
Silverpop
At the SMEI Vancouver Social Media Roadshow – March 26, 2009

2. Agenda
• Overview
• Foundational Principals
• 12 Rules of Social Engagement
– Examples
• Twitter
• SlideShare
• Q&A

3. Advertising is about the only thing that
isn’t “social”

4. Dip, Wade or Dive?
Yes!
US Attendee: (641) 715-3222, access code 452-796-774
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UK Attendee: 0870 733 0707, access code 452-796-774

5. 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….

6. 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

7. 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

8. 12 Rules of Social Engagement

9. #1
You Can’t Ignore It.
Social Media Isn’t Going Away
US Attendee: (641) 715-3222, access code 452-796-774
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UK Attendee: 0870 733 0707, access code 452-796-774

10. Twitter, Facebook, et al R Xplding

11. #2
Consumers Are in Control
You Suck. Deal with it.
US Attendee: (641) 715-3222, access code 452-796-774
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UK Attendee: 0870 733 0707, access code 452-796-774

12. Everybody Has an Opinion

13. Response 3
within 5
minutes
Complain 2
Complain 1

14. #3
Social is Personal.
Lose the Corporate Speak.
US Attendee: (641) 715-3222, access code 452-796-774
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UK Attendee: 0870 733 0707, access code 452-796-774

15. The Wrong Way to Tweet
• One way
• All blogs & press releases
• No replies
• No retweets
• No voice or personality

16. Twitter Post/Response Examples

17. #4
Yes, it is a conversation.
Join In. Engage. Have Fun.
US Attendee: (641) 715-3222, access code 452-796-774
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UK Attendee: 0870 733 0707, access code 452-796-774

19. #5
Go Where They Are.
Crash the Party…
but Bring Some Beer
US Attendee: (641) 715-3222, access code 452-796-774
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UK Attendee: 0870 733 0707, access code 452-796-774

20. Blogs – Networks – Communities - Content Sites

23. Facebook as News Feed

24. #6
Think Tribes.
How Many Friends Can You Have
Anyway?
US Attendee: (641) 715-3222, access code 452-796-774
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UK Attendee: 0870 733 0707, access code 452-796-774

25. Social Tribes
• Social tribes are: • Tribe members are:
– Small – Nomadic
– Passionate – May be part of several
tribes

26. #7
Blogs/Social Are the Center
of the Universe.
The Ground is a Shiftin’
US Attendee: (641) 715-3222, access code 452-796-774
26
UK Attendee: 0870 733 0707, access code 452-796-774

27. Blogs/Social: Drivers & Destination
Tweets
Search
RSS
Social
Email
Updates
Social Media
Your Blogs -YouTube
Their Blogs - SlideShare
- Communities

29. LinkedIn: Driver & Destination

30. #8
Social is SEO.
Shhh. Don’t Tell Anyone.
US Attendee: (641) 715-3222, access code 452-796-774
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UK Attendee: 0870 733 0707, access code 452-796-774

31. 1
Wikipedia 3
Omniture Blog 5
Twitter 6

32. 11 LinkedIn
14 Twitter
6 SlideShare

33. Optimize Social Content for Search Engines

34. #9
Think Shareworthy.
Uh, it’s called “social” after all.
US Attendee: (641) 715-3222, access code 452-796-774
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UK Attendee: 0870 733 0707, access code 452-796-774

35. 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 quot;community.quot;
• Prurience:
– Sharing makes people feel less guilty for gawking

36. 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

37. Email Share-to-Social

39. #10
Connect the Dots.
It’s that integrated thingy.
US Attendee: (641) 715-3222, access code 452-796-774
39
UK Attendee: 0870 733 0707, access code 452-796-774

40. Tweet/FB
link
Tweet link to
Solicit questions
SlideShare
on LI, FB, TWTR
Blog/Embed
Advance Blog
SlideShare
The
Social
Webinar
Tweet/FB link to
Post PPT to
blog
SlideShare
Answer
questions Email Reminders
w/S2S
After on Twitter
Tweet Live

41. 80 attendees
saw my presentation

42. 2 months later:
1900 more people saw the presentation
or 24 X

43. #11
Leverage the Workforce.
What the heck, you’re paying ‘em.
US Attendee: (641) 715-3222, access code 452-796-774
43
UK Attendee: 0870 733 0707, access code 452-796-774

44. Employees Are Your Most Avid Fans
Most have Facebook,
LinkedIn accounts
• Encourage
• Educate/Train
• Create policies
• Monitor
• Enforce

45. The Work/Personal Life Intersection

46. #12
There are no rules.
Just Do It!
US Attendee: (641) 715-3222, access code 452-796-774
46
UK Attendee: 0870 733 0707, access code 452-796-774

47. What Works 4 U, May Not 4 Others
• Experiment
• Use your judgment
• Form a small
passionate team
• Listen and watch
• Track
• Experiment
• Repeat

48. Dell Reports U.S.$1 Million From Twitter

49. Are You Ready to Dive In?

50. Q&A
• lmcdonald@silverpop.com
• Twitter:
– @LorenMcDonald
– @Silverpop
• SlideShare: www.slideshare.net/silverpop
• LinkedIn:
– http://www.linkedin.com/companies/silverpop
• Facebook:
– Search “Silverpop”