Making the Connection with Social Media

Making the Connection Through Social Media!

Created for the Economic Development Association of British Columbia!By: Kemp Edmonds!

available now: j.mp/edabckemp!!

#BCEconSummit

Agenda

•  Introduction!•  Social Media by the numbers!•  What’s the Endgame?!•  The HootSuite Social Organization!•  Managing the Balancing Act!•  Q&A!

#BCEconSummit

Potential

Inspiration

It started here…

and never ends.

Self-directed Learning

Love and Work

Choose your own Adventure

•  Pakistan’s First Social Media Company!•  Chief Technology Officer, NASA!•  Expert Legal Witness Facebook Labour Case!

Social media by the Numbers

Source: 2013 B2B Marketing Survey

Social surpassing email

Time spent Online

It’s Mobile!

Source: MarketingCharts.com, Experian Hitwise

Top 10 Social Networking Sites

Source: B2B Demand Generation Benchmark Report, 2012.

Video Rules

Facebook Dominates

What are people in BC using?

Of BC Adults logging in at least once/week. Study by Insights West. Image by 6s Marketing, April 2013

People in BC use Facebook...

Study by Insights West sponsored by 6s Marketing, April 2013

0% 20% 40% 60% 80% 100%

18-‐29

30-‐39

40-‐54

55+

Ever!Weekly!Daily!

Adults Using Social Networks!

Use Social Networks!

Do Not Use Social Networks!

Source: US Pew Internet Research, April, 2013

40% Do Not use Social Networks

Politically Engaged Social Network Users!

Not Engaged!Engaged!

Source: US Pew Internet Research, April, 2013

66% of those that do are Politically Engaged

Source: Ipsos Reid

They are very active

Is your website ready?

Important Questions

•  Is your website ready to receive and convert?!•  Do you have positive testimonials?!•  Do you have a blog?!•  Respond to emails? Answer the phone?!•  Are you listening? Listening comes first.!!!“Social Media often comes last and should.”!

What is the Endgame?

Source: Google

Engage and Inform

Source: Twitter.com

Follow the leaders

Source: Facebook.com

Manage and Improve Reputation

Source: Twitter.com

Build Advocacy

Source: Twitter.com

Advocacy

Source: Twitter.com

Long Term Communications

Image By: Kris Krug used under creative commons.

MARKETING!

SUPPORT!SALES!

HR!

C-SUITE!

R&D!IT!

Strategy/Goals!Social Policy!Workflows!

Compliance!

Foundations!Security!

Social Analytics!Access: Web/Mobile!

HootSuite Social Organization


Compliance!



MARKETING!

SUPPORT!SALES!

HR!

C-SUITE!

R&D!IT!

C-SUITE!

SUPPORT!

HR!

R&D!IT!

MARKETING!

SALES!Strategy/Goals!Social Policy!Workflows!

Compliance!



C-SUITE!

SUPPORT!

HR!

R&D!IT!

MARKETING!

SALES! CRM!

MAR

KETI

NG

AU

TOM

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WEBANALYTICS!

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ER SERVIC

E PLATFO

RM!


Compliance!



THOUGHT LEADERSHIP!

EXECUTIVE PROFILES!

C-SUITE!

CRM!

WEBANALYTICS!

SUPPORT!

HR!

R&D!IT!

MARKETING!

SALES!

TECH LEADERSHIP!

INFLUENCER COMMUNITY!

MAR

KETI

NG

AU

TOM

ATIO

N!

CU

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WEBSITES!DEM

AND

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PERSO

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INTER

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!


Compliance!



Managing the Balancing Act

Source: By lwpkommunikacio on Flickr used under creative commons

Controlled Empowerment

•  Strategy!•  Goals!•  Policy!•  Workflow!•  Security + Compliance!•  Analytics!•  Training!

Source: intersectionconsulting.com

Strategy trumps tactics

38

Altimeter Inside-Out Strategy

39

Begin with Goals

40

From Goals steam Objectives

41

…then measures of success

Last comes execution

•  Goal!

•  Objective!!•  Measures!!•  Tactics!

Be Integral to the Community!

Raise!Awareness!

% increase in Twitter Mentions!

% increase in Social Mentions!

Website traffic from social sites!

A Social Marketing Example

Policy: Start smart and simple

1.  Be responsible.!2.  Follow the rules.!3.  Be transparent.!4.  Take ownership.!5.  Respect your audience and colleagues.!6.  Add value.!7.  Protect the brand.!8.  Be accurate.!9.  Do not reveal secrets.!10. Do not forget your day job.!

Source: infopost.ca/en/social-media-employee-policy/

Workflow: An Example

Image by: David Armano used under creative commons license.

Funnel Analytics

BASE

REACH

ENGAGEMENT

CONVERSIONS

Social Funnel Analytics

FANS, FOLLOWERS

AUDIENCE REACH

CLICKS, LIKES, RETWEETS

CONVERSIONS

Email Funnel Analytics

SUBSCRIBERS

EMAILS OPENED

ACTIONS

CONVERSIONS

Website Funnel Analytics

VISITS

PAGE VIEWS

DESINATION PAGE

CONVERSIONS

Training

•  Goal!

•  Objective!!•  Measures!!•  Tactics!

Be Integral to the Community!

Raise!Awareness!

% increase in Twitter Mentions!

% increase in Social Mentions!

Website traffic from social sites!

A Social Marketing Example

What is HootSuite?

Q & A j.mp/edabckemp

•  Thank you to EDABC and the organizers!!•  Try HootSuite Free: hootsuite.com!!Get in touch:!•  [email protected]!•  @kempedmonds!