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http://sociablebook.com CMA BC Rules engagement seminar from Shane Gibson author of Sociable!
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The Rules of EngagementCreating aSociable! Brand
What has changed about the way you get information and communicate?
The Social Web
Getting Branded
Social Media
• Belongs to everyone• Is mostly user generated content• Is about connecting people to people• Real not polished• Is not totally scalable• A listening tool• A community building tool
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
#1 Stop pitching and start connecting
#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
Thought Leader
Reactively
Proactively
Passively
Disengaged
Engaged
Social Media M
atrix™
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.
Differentiate
• Format• Opinion• Medium• The amount of contribution• Extend offerings• Expand relationships• Entertain• Contrast
Influencing Thought LeadersLeveraging Efforts
• Meet in person• 1st to break news• Review products or programs• Exclusive value adds for their network• Profile them on the blog or other spaces• Collaborate on whitepapers or articles• Help them by sharing your network
Rule #3 It’s not about you
90% connection, contribution and community, 10% content and commerce.
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
Good Social Media
Is a pillSolves a problemHelps people achieve their dreamsPromotes people’s dreamsConnects peopleCreates communityProvides community platformsTransparent
Rule #4 Be fearless in your contribution to community
• Full articles• Free events• Podcasts• VIP treatment• Extra mile to help
Rule #5 Don’t be a social spammer
Rule #6 Be Authentic
• Old World Marketing• Perfect• Well crafted• Heavily edited• Damage control• Build a list• Push campaigns
➞ Social Media Marketing➞ Human➞ Down to earth➞ Free flowing➞ Open conversation➞ Build a community➞ Listening and timed
dialogue
Rule #7 Be consistent
• Timing• Personality• Formats• Topics• Listening / Access• CMA Brand & Your Brand
We need to get real
Trolls, Nay Sayers and the Crowd
Trolls
• Looking for attention• Usually anonymous• Not worth promoting
publicly via your blog, Twitter or otherwise
Critics
Some people may seem mean, but they might be right.
Negative Feedback
• Is a branding opportunity:– Don’t delete– Thank them– Be open– Invite them back on your turf– Give them credit– Be personal – Know your facts
Take a stand
• Not everyone has to agree with us.
• Being safe is being part of the noise.
• Momentum will create friction.
The Sociable! Code of Engagement #1) Treat every action as if it will be recorded for eternity. #2) Talk about what you know. #3) Get Engaged. #4) Give credit where credit is due #5) No Spam #6) Know when to Zip it #7) This is not a video game #8) Be open to all feedback #9) Digital rights #10) Be Sociable!