Social Media & Leadership

Leadership Butler

September 16, 2010

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Agenda Introductions

KLC Leadership Principles

Definition

Stats

What is..

How to get started

Tips

Q & A

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Introductions

Andy Huckaba

President, Huckaba & Associates

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KLC PRINCIPLES

Leadership is an activity not position or authority.

Each of us has the opportunity to exercise leadership at any time in any situation.

The activity of leadership starts with a personal intervention.

Exercising leadership is an experimental and improvisatory art. We cannot know if an intervention will work until we try it.

Exercising leadership is inherently risky: Once we intervene we lose significant control over the outcome.

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KLC Competencies Diagnose Situation: Deliberately working to more deeply and thoroughly

understand a situation before action Managing Self: Exercising civic leadership effectively requires knowing

yourself enough to understand how well you are situated to intervene. This will involve challenging your assumptions about your strengths and weaknesses as well as expanding your repertoire of possible responses.

Intervene Skillfully: Exercising civic leadership starts with a personal intervention. Making conscious choices about whether, when and how you intervene and how to do so most skillfully will help you maximize your chances for making progress.

Energize Others: Exercising civic leadership on adaptive challenges requires engaging others. Engaging others means connecting interests, attending to how people work together (the process) and inspiring them to make progress.

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Social Media Revolution

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What is Social Media?

Social media is another communications strategy, like advertising, PR and interactive, except different

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Social Media Defined

Platforms/Applications (Facebook, Twitter, blogs) that enable the establishment and engagement and interaction of

communities of people with common interests.

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Social Media Explained Visually

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Top Social Networks

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Stats Facebook has 500+ million users (7/2010)

Doubled in size in the past year 30+ billion pieces of content (links, pictures,

stories, etc) shared each month 150 million access via mobile device

Twitter has 105+ million users (6/2010) 300,000 new users per day 190 million unique visitors per month 65 million Tweets per day

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Stats, stats, more stats LinkedIn has 50+ million global users

Flickr hosts more than 4 billion images

70% of bloggers are organically talking about brands on their blog.

38% of bloggers post brand or product reviews.

YouTube has more than 2 billion views each day!

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Social Core System

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What is a Blog? The term Blog is a shortened version of "Web log” - a

regularly updated website based around a subject that the blog owner (or owners) would like to talk about

Blogs are about: Sharing thoughts and ideas in an expansive and

unstructured way Creating awareness of and creating new links to an

existing website Promoting products, increasing on-line presence and

gaining customer feedback

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What is Twitter ? A social networking tool that can help improve your

customer service, promote events and create new contacts in your industry

Twitter is about: Creating BUZZ Real Time News Channel Status Update Instant Social Messaging

Connect with Audience Information Tool

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What is Facebook ? A Social Networking service, started in 2006, that allows

people to share information easily using computers or mobile internet devices. 

Facebook is about: Connecting with “Friends & Family” Personal Engagement Sharing pictures, events, life Various privacy settings (friends, groups, everyone,

search engines)

QuickTime™ and a decompressor

are needed to see this picture.

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What is YouTube ? Founded in February 2005 and has become one of the

most popular video portals in the world.

YouTube is about: Branding - build a channel, brand videos & promote Leveraging the Viral nature of YouTube spreading

the videos to a large number of people Allowing users to submit as well as search for

videos

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What is Yelp ? Yelp was founded in 2004

Mission: connect people with great local businesses

Top 100 website with 31 million unique monthly visitors (March 2010)

Over 10 million local reviews

Over 1.25 million iPhone app installs (also available for BlackBerry, Palm Pre, Android and mobile web)

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What about Negative Reviews? Don’t worry

Majority are positive (80%)

Highlight areas for growth, including product development

You probably already know about most of them

Reviews / word of mouth happen, with or without you

Don’t Be Afraid of Negative Reviews

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How to Get Started Listen & Learn

Identify who, what, where, volume & sentiment

Plan Social media policy, monitoring & response, proactive

engagement

Engage Implementation of the plan, including integration with

other systems, digital properties and business processes

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Them, Not Us

The best advertising is not us talking about us. It’s other people talking about us. Make conversations about the consumer first.

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Be Where the Consumers Are

Find your evangelists. Know where your target consumers congregate and converse. Contribute to those communities and conversations first.

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Show Signs of Life

Integrate and promote social content throughout your online and offline presence.

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Action Trumps Eyeballs

Aim for engagement, endorsement and evangelism. Design for action and interaction. Think hearts and minds, not just eyeballs.

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Connect & Collect

Use every appropriate conversation to collect information that will make the relationship more personal and special.

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Tips & Rules The 1% Rule - a small fraction of site visitors are

responsible for a substantial portion of total site traffic.

The 2-4X Rule - When it comes to conversion, visitors driven to a site by influencers are two to four times more likely to convert compared to visitors from other sources

The New Media / New Pipes Rule - it matters far more what consumers do with your content than what you do with your content. What they say about your brand means more than what you say about your brand.

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Tips & Rules The Martha Stuart Rule - Throw your own party; don't

just cater someone else's!

The Power of Weak Links Rule - you are far more likely to find your next job through a friend-of-a-friend than through an intimate contact.

The Feed the Fire Rule - Consumers love to share relevant, engaging, useful, and entertaining content with their friends. Make it easy for them to find your content and make it easy for them to share your content.

The More Things Change Rule - e-mail and IM remain popular ways to share content. So don't throw out your old e-mail marketing methods

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Tips & Rules Horse Before the Cart Rule - if you want to succeed

in social media, your brands and content need to have social attributes -- content worth sharing, brands worth talking about, sites that encourage consumer participation and dialog.

The PR Pitfalls Rule - more than 90% of blog seeding has no material impact. Up to 5% gets some response, but less than 2% of seeding drives valuable traffic. In other words, if you can't track efficacy of these efforts, don't bother.

The Customer Service Rule - Focus on providing useful content and offers to your target audience and they will spread your messages for you.

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Keep in Mind Audience size doesn’t prove influence on Twitter

Your employees and customers are your most valuable asset. Work with them - not against

Don’t ignore your existing digital properties - website, email

Cross pollinate

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How does this apply to Leadership? Another way to listen and understand

Another way to engage

Another way to energize others

Another way to Intervene/Experiment

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Contact Andy Huckaba - President, Huckaba & Associates

Email: andy@huckaba.com Phone: (913) 485-3210 Twitter – http://www.twitter.com/andyhuckaba Facebook – http://www.facebook.com/andyhuckaba LinkedIn – http://www.linkedin.com/in/andyhuckaba Blog – http://blog.huckaba.com Website – http://www.huckaba.com

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Appendix The CMO’s Guide to the Social Media Landscape

The 10 Essential Rules for Brands in Social Media

The Conversation Prism

Mashable - The Social Media Guide

20+ Amazing Social Media Stats

Facebook Press Room: Statistics

The Age of Social Networks

Dustin Jacobsen – VP Social Media, Barkley USA

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Thanks! Q&A