Making Social Media Relevant
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The document outlines the importance of social media for businesses, highlighting its broad reach, low cost, and high return on investment. It discusses various applications of social media including marketing, customer service, sales, HR, and product development. Key points include the significance of engaging with audiences, monitoring data for decision-making, and the necessity of maintaining a genuine brand persona.
Making Social Media Relevant
- 1. The LinkedIn Rockstar Team
- 3. Why Social Media? Basic Human Need Best Return-On-Investment Greatest Reach Global Audience
- 4. How Basic? Maslow's Hierarchy of Needs – Physiology & Safety First – Belonging – Independent of Time or Geography
- 5. Best ROI? Lowest Cost / Best Return-On-Investment – Case Studies Abound – Costs Rising
- 6. Reach? Facebook – 1B~ LinkedIn – 150M~ Twitter – 200-600M
- 7. Global Audience? BRIC – Brazil, Russia, India, China LinkedIn – Everywhere including China Facebook – Everywhere but China Twitter – 70% outside N. America – 4.5M Accounts in Mexico
- 9. What Can Social Media Do? Marketing Customer Service Sales HR Product Development
- 10. Marketing & Demand Generation Positioning & Brand Commitment Product Marketing – JetBlue / NASA – Pepsi – Social vs. Super Bowl
- 11. Customer Service Client / Customer Relationships Support Service – Comcast Cares / Frank Eliason
- 12. Sales Prospecting Credibility, Reputation & Image Lead Generation Product Information – Wine Library & Gary V
- 13. Human Resources • Organizational Culture • Privacy Policies Talent – Recruiting – Training – Public Background • Steven Groves … Book; Phx to Denver
- 14. Product Development Most Desired Feature Usability of Existing Products – Phillips Electronics & Second Life
- 16. Su Primera Casa Start with Owned & Operated – Provide Conversion Options for Visitors • Subscribe, Read, Questions • eCommerce – Blogging is #1 for SEO Social Guidelines – Be Smart About What You Say & How You Say it – IBM
- 17. Listen Next Conversations happen Conversation Hierarchy® – Who is Talking? – Listen at Different Levels – To Whom? • Brand – About What? • Company • Product – Where? • Partners – When? • Distribution – How Frequently? • Competitors • Intention (new)
- 18. Engage Influencers – Content, Frequency & Reach – Audience Makeup Brand allegiance – Credibility with Brand
- 19. Brand Advocates What are you asking for? – Friend Recommendations – Shared Experience – Permission for Additional Messaging
- 20. What to Expect Visitors – 90/9/1 Content – 70-80% Self-Generated Investment – 10-20% Budget Increase
- 21. Monitor The Flow Data-Driven Decisions Lead to Revenue – What Generates Traffic to O&O Automated Tools – Radian6, Sysomos, Alterian, Cruxly – Share of Voice, Sentiment, Intention
- 22. What Matters Most Genuine Persona Content Presented in Context Two-Way Dialog
- 23. The LinkedIn Rockstar Team