Current marketing strategies are focused on leveraging social media to meet important engagement objectives. This presentation walks through the whys and hows of leveraging social media, then discusses the importance of supporting those who implement the engagement.

1. “Supporting Social Media Engagement" Lee Kraus Mythology Marketing

2. Current Marketing Problem.

3. Current Environment

4. The Marketing Model Is Broken 2,904 media messages a day An individual will pay active attention to 52 Will dislike 14 Only 4 will be positively remembered 99% Attrition Rate *Source: Citibank CMO Anne MacDonald, October 2005 financial services seminar

5. People are CYNICAL. You have to BUILD belief.

6. Every demographic from Baby Boomers to (especially) Millennials, prefers to find new product/service informationvia the Internetover any other medium

7. Word of Mouth fueled by social media, email and IM, WOM is the most powerful marketing channel in today’s world

8. Consumers expect to participate in the development and propagation of brands; a two-way conversation

9. How to leverage social media if you are ready.

10. A Marketing System

11. Marketing = Belief Management The marketing your audience sees The underlying foundation of your brand and market position Start at the foundation for effective, accountable marketing

14. Empowerment Engagement Dialog Campaigns and communication - How, when, where the story will be told in unexpected, breakthrough ways The power of intimacy and the path to loyalty - Interactive communications that lead to relationships Incentive and opportunity to share the great experience with others

15. Social Media Goals Quantitative Qualitative Authority – links back to your site, blog Trust and Loyalty – buzz Satisfaction - comments Interaction - conversations Feedback - survey Traffic – increase all non-paid traffic Trials-non-paid traffic Sales- trial to paid conversions Search marketing-better search rankings Brand metrics- PR-earned media Retention-compare retention measures over time Profits – Content Marketing Thought Leadership Industry conversations Building volume for SEO

17. Tools for Engagement Twitter LinkIn Ning FriendFeed Facebook Blogger

19. Engagement Process Clear Goals and Objectives Engagement Plan, Sales Funnel Encourage Content Creation Messaging Pillars, Sticky Stories, Content Calendars Intensive Monitoring (dialog) Tools and personal Guidance Documents Rationales How To Documents Collaborative Portals Sharepoint Google Sites Basecamp

20. An Example

21. Blogging, Facebook, Twitter, and Ning

27. Is the team ready? For content development? For two-way conversations? For real-time conversations? For a new set of tools?

29. Alignment Awareness and Emotional Alignment with Mission and Goals Understand Roles Have the Knowledge, Skills, and Abilities Measuring Performance Incentives in place to communicate and reward?

30. Empowerment Engagement Dialog Campaigns and communication - How, when, where the story will be told in unexpected, breakthrough ways The power of intimacy and the path to loyalty - Interactive communications that lead to relationships Incentive and opportunity to share the great experience with others

31. Alignment

32. Organizational Readiness for Social Media How do we get the resources in place? People. Time. How do we get ready to generate content? Messaging, Goals, Planning How do we provide training and support? JIT training Is our internal culture ready? Management Buy-in Prepared for Negative Feedback

33. Alignment

35. Alignment

36. Engagement Skills

37. Resources and Guides Resources / Guides How to Blog Google Sites

38. Just-In-Time Learning Power Point / Email / Conference Calls Real-Time Conversations.

39. Virtual Hands-On Tools Training Webinars GotoWebinar

40. Real-Time Support One-on-One Virtual Support Facebook Tools Training

41. Shared Accounts Shared Accounts Tools Training Twitter

42. Content Development Planning, Writing, Analysis Social, Collaboration Google Sites

43. Content Development Planning and Support Basecamp Social, Collaboration

44. Continued Efforts More Structured online Content Elearning, mlearning More screencasts More accountability New Social Media learning platform Collaborative area focused on: Blog Shared Goals Learner-Generated Content Discussion Boards

45. Components

46. Measuring Performance Performance Goals Business Goals

48. Performance Review Scorecard and Analysis Successes and Challenges Process Review Roles and Approaches

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50. Future Performance Measures

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52. Social media is here we must be ready to supportthose who use it.

53. Thank you! leekraus@mythologymarketing.com @leekraus