Social Media Training Course Outline: How to Win with Social Media - The Rules and Tools of Engagement 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. This session will focus on: The “New Rules of Engagement” for sales and marketing Best practices in Blogging, Twitter, and LinkedIn How to use social media and social networks to gather business intelligence 5 critical steps to implementing social media into your dealership (and as an individual sales professional) Includes a social website checklist, sample social media calendars, and a quick social media self-assessment

1. Social Media Boot Camp Series
Module 1
The Rules of Engagement
With Shane Gibson
@shanegibson

2. “I think
that’s
going to
break.”

4. “The Customer Owns
Your Brand”

5. Getting Branded

8. 900 million

9. 175 Million

10. 300 million updates/day

11. 3Billion Views/Day

12. The Future is Now
• Nearby restaurants
• Shopping
• Community workforce
breakdown
• Schools
• Housing inventory and stability
• Crime rates
Real Estate III • Past pricing and sales on the
home itself
Central Virginia

13. Return on Investment

14. Return on Investment

15. “If you think you are a
leader and no one is
following you...
You’re actually just
going for a walk”

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

18. Lebanon Ford
Content 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

19. The Reverse Drip

20. 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

21. Boeing

22. 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

23. Nano-markets

27. George Moen – CEO, Blenz Coffee

30. Don’t outsource your
personal brand

31. #1 Stop pitching and start connecting

39. 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

40. Social Hub
• Social Capable?
• Conversational?
• Aggregate Voice?
• Multiple Media and
Networks to Talk?
• Ease of use?

41. #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)

42. 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”

43. Social media
marketing is
about
LISTENING

44. 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

55. “If you think you are a
leader and no one is
following you...
You’re actually just
going for a walk”

56. Thought Leadership
“Leadership is influence.”
- John C. Maxwell

57. 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

58. If you sound like everyone else
you’re not a leader.

61. Sales Cycle
Invite
Warming an d
Up Engag
Add-ons The Call Breaking e
And At Eve
Up Sells 7
1 The
2 Ice
ry
Relationship
Step
Closing
6 Building 3Uncovering
The Model Buying
Sale 5 4 Motives
The
Handling
Sales
Objections Proposal

62. Target Audience
Use multiple criteria
Target Thought Leaders
and Connectors

63. What Platforms?
Blo
gs

64. Integration
Make 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

65. Insurance Guerrillas

66. Free & Honest Tea

67. Results

68. Press

69. Earned Media

70. Increase in Sales

71. Wall Street VS. LA

72. Free Wifi as Weapon

74. Scott Heiferman

75. @cforbesoklahoma

76. @cforbesoklahoma

77. Canada’s Biggest Book
Launch Party
(Until someone tells us otherwise)

78. Sociable! Book Launch

79. Getting Sociable!

80. Launch Plan
1. 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

81. Resources
Training site:
http://closingbigger.net
Socialized:
http://socialized.me