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Slides from my !gnite Social Media keynote presentation with 11 key insights learned from managing social media internally: getting internal support, addressing web shortcomings, working with legal and developing a budget.
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INSIGHTS AND LESSONS FROM MANAGING SOCIAL MEDIA
An Insider’s Perspective
Shannon Paul, Social Media Strategist
About Me
• Social Media and Search Manager at Blue Cross Blue Shield of Michigan
• Experience managing social media marketing and communications for companies in the financial services, lifestyle and professional sports industries
SOCIAL MEDIA IS STILL NOT WELL UNDERSTOOD
Insight #1
70% of All Companies Ban Access to Social Networking Sites
Even Experts are Unsure About ROI Measurement
Demand for Social Media Skills Continues to Rise: Up 94 percent since 2010
Confused Yet?
CASE STUDIES ARE OVERRATEDInsight #2
Chrysler Wins YouTube’s Super Bowl Ad Blitz Contest, Receives More than 47 Million Views in the First 30 Hours
Search Volume for Chrysler 200 Spike in Activity After the “Imported From Detroit” Commercial Airs During the Super Bowl
Chrysler’s Website Featured the Video on its Home Page
Was the Campaign Goal to Get YouTube Views?
• Tweets and other social media posts linked to the video on YouTube
• Paid search ads on Google linked to the video on YouTube
Resource: Search Engine Land Scoring the Super Bowl Commercials for Search Visibility and Visitor Engagement by Vanessa Foxhttp://searchengineland.com/scoring-the-2011-super-bowl-commercials-for-search-visibility-and-visitor-engagement-63672
What About Chrysler’s Website?What if someone on Twitter, or YouTube, or Facebook REALLY wanted to learn more about the car?
SEARCH MATTERSInsight #3
Search is One of the Best Indicators of Consumer Intent
Search is Also Not Well Understood
• Many enterprise technology infrastructures do not support search engine optimization best practices
• Web designers and developers are often not well versed in search
• Developing keyword-rich content will not solve the problem if you have infrastructure woes
• SEO best practices boost social performance and vice versa
• Social media professionals should learn about search: the Internet still runs on search
THE REAL WORK STARTS AFTER YOU GET EXECUTIVE BUY-IN
Insight #4
‘Happily Ever After’ is For Fairy TalesReal social strategists get to work building processes and establishing patterns of escalation and workflow
Are You Up For the Challenge?56% of companies engaged in social media do not have defined workflow and response processes
Resource: Jeremiah Owyang, Altimeter Report: Social Readiness: How Advanced Companies Prepare http://www.socialmediaexplorer.com/social-media-marketing/social-readiness-report/
LEGAL IS YOUR FRIENDInsight #5
How Lawyers Think
Recipe for Success with Legal
• Explain exactly what you want to do and how you plan to do it– This does not mean telling legal you want to “get the company
on Facebook” – this is not a plan• Explain exactly what you need from them
– Disclaimer for known risks– Terms and conditions– Research and identify potential risks
• Explain the reason/reward to the company for your activity• Explain the opportunity risk of NOT doing what you
propose
FORGET YOUR FAQInsight #6
You Must Really Care About Your Customers and Your Company to Effectively Engage in Social Media Because Finding Answers to Real Questions is Complicated
SOCIAL MEDIA MAGNIFIES YOUR INABILITY TO MARKET ONLINE
Insight #7
Social Media Demands More from Your Website IF You Care About ROI
• Landing pages aka bridge pages help create context for users of search and social media
• Social media conversation without establishing a path for deeper engagement is just chit chat
• You don’t need to pitch people when you have clear, relevant paths of interesting content
Where Am I? Bringing people from Facebook or Twitter to your corporate website home page is probably disorienting for visitors
SOCIAL MEDIA IS NOT FREEInsight #8
Free is Not Sustainable
How to Budget
• Focus on support for planning and programming day-to-day activities– Blog content calendar development and management– Conversation starters for social relationship building– Partners, not vendors – avoid consultants who offer to
manage your entire social media presence• Avoid building your budget around one-off campaigns
that do not accrue to your strategy• Align social media goals with corporate goals: make the
case for owning a portion of the overall budget for that initiative
SOCIAL MEDIA MANAGEMENT IS A HYBRID DISCIPLINE
Insight #9
Two Skillsets, One Discipline
Content and Community• Engages with audiences• Develops online content,
content strategies and editorial calendars
• Monitors and responds to others via social media
• Identifies opportunities for proactive engagement and relationship building
Analytics and Technology• Implements tools for tracking
social engagement, clicks and conversions
• Analyzes social media data and works with other teams to integrate findings into existing reports for customer feedback, market research, etc.
• Configures and maintains social applications
YOU NEED A TEAMInsight #10
Grow Your TeamYou will need to partner with others in your organization to make things happen even when they don’t report to you or anyone else in your department
Sometimes You Even Partner With Customers
I LOVE WHAT I DOInsight #11
Blue Cross Blue Shield of Michigan Social MediaA Healthier Michiganhttp://www.ahealthiermichigan.org
Blues Perspectiveshttp://bcbsmblog.com
Twitterhttp://twitter.com/bcbsmhttp://twitter.com/HealthierMI
Facebookhttp://facebook.com/bcbsmhttp://facebook.com/HealthierMI
LinkedInLeading Michigan to a Healthier Futurehttp://linkd.in/LeadingMI
Thank YouConnect with me:@ShannonPaulhttp://www.linkedin.com/in/shannonpaulhttp://facebook.com/shannonpaul
Read my Blog:http://VeryOfficialBlog.com
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