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Ford Social Media Training - Socialized! Boot Camp Series Module 1
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Social Media Boot Camp SeriesModule 1
The Rules of EngagementWith Shane Gibson
@shanegibson
“I think that’s going
to break.”
“The Customer Owns Your Brand”
Getting Branded
The Future is Now•Nearby restaurants
• Shopping
•Community workforce breakdown
• Schools
•Housing inventory and stability
•Crime rates
• Past pricing and sales on the home itself
Real Estate III Central Virginia
We Still Use Old Media
750 million
100 Million
100 million updates/day
1Billion Views/Day
Business-to-Business Decision
Makers•…69% of B2B buyers use social networks
“primarily for business networking and development.”
•…Stereotypes may have C-level executives delegating research to others, but the study reveals that 53% prefer to search the Web and locate information themselves. – Google and Forbes Insights Study (2009)
“If you think you are a leader and no
one is following you...
You’re actually just going for a walk”
“It’s not about B2B or B2C it is really about person to person.”
The Reverse Drip
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
Boeing
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
Nano-markets
George Moen – CEO, Blenz Coffee
Don’t outsource your personal
brand
#1 Stop pitching and start connecting
✘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
Corporate Blogging Errors
Social Hub
• Social Capable?
• Conversational?
• Aggregate Voice?
• Multiple Media and Networks to Talk?
• Ease of use?
#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)
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”
Social media
marketing is about LISTENIN
G
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
“If you think you are a leader and no
one is following you...
You’re actually just going for a walk”
Thought Leadership
“Leadership is influence.”
- John C. Maxwell
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
If you sound like everyone else you’re not a leader.
Sales Cycle
RelationshipBuildingModel
WarmingUp
The Call
1Breaking
TheIce
UncoveringBuyingMotives
TheSales
Proposal
HandlingObjections
ClosingTheSale
6
Add-onsAnd
Up Sells 7 2
3
5 4
Invite and EngageAt Every Step
Target Audience
Use multiple criteria
Target Thought Leaders and Connectors
What Platforms?
Blogs
IntegrationMake 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
Insurance Guerrillas
Free & Honest Tea
Results
Press
Earned Media
Increase in Sales
Wall Street VS. LA
Free Wifi as Weapon
Scott Heiferman
@cforbesoklahoma
@cforbesoklahoma
Canada’s Biggest Book Launch Party
(Until someone tells us otherwise)
Sociable! Book Launch
Getting Sociable!
Launch Plan1. 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
ResourcesDemo blog:http://socialized.me/ford Training site: http://socialized.me/fordtraining Social Media Podcast: http://closingbigger.net Socialized: http://socialized.me
