tmab-socialmedia-daytraining-21-08-2012

Mic Adam
Social Media activities
• Awareness Building
• Inventory Services
• Policy Creation
• Training
• Monitoring
• Market research

• Who are you?
• Company?
• Social Media
experience?
• What is the burning
question(s) you
need answered?

Agenda
• Overview
• Strategy
• Social Media Policy
• Monitoring, measurement and ROI
• 8 must have social media accounts
• Platforms to watch
• Conclusion

One message before social media
Beth Kanter -2010

Recall of flawed U-shaped locks could cost firms tens of
millions of dollars, experts say.

What is social media?
Vanguard Leadership March,2010 (c)

One message after social media
Beth Kanter -2010

The CMO’s Guide to social Media
Source:COM.COM

External Objectives Social Media
Strategy in 2012

Internal Objectives Social Media Strategy
in 2012
• Get Management buy-in
• Define organizational model for social media
• Develop internal education
• Create good ROI measurements

Social Media and Networking is of all ages!
Classmates
Facebook
LinkedIn
Twitter
Ecademy

Turning big numbers into business

Face the facts
Where are you really?

I am sure you have heard some horror stories...
Tell me about them

• Damage your brand
• Loose your job
• Never get hired
• Ruin your life
• How to get robbed
• In the news

Work related blunders
"Cisco just offered me a job! Now I
have to weigh the utility of a fatty
paycheck against the daily
commute to San Jose and hating
the work.”

• Demonstrate your
product
• Ideabox
• Generate €/$
• Customer Service
• Crisis
Communication
• E-Learning

Demonstrate your products
Lesson: Social media marketing doesn’t always need to cost
a lot of money. Creating funny, original video and leveraging
an already large user base can be used to increase sales.

Online Ideabox
Lesson: Thinking of ways to build your company are
great, but directly asking your consumers what they want,
is better. Acting on that information and doing it publicly is
key to the success of this campaign.

Direct selling
Lesson: Social media isn’t all about ROI, but it is possible.
Creating cross-platform strategies can lead to the most
success, especially when your demographic is already
Internet and technologically savvy.
The@DellOutlet Twitter account, which
links users to refurbished products from
Dell’s outlet, drew in a whopping $6.5
million in revenue last year by direct links
on Twitter alone (and a little help from its
1.6 million followers).

Lesson: Being active on Twitter/Facebook is great but
tracking and seeing who’s mentioning you, is the next
step. Social media allows for the possibility of great
customer service, and with it, better brand loyalty.
Customer Service

E-learning from peers
The YouTube-style, podcast application won World of Learning’s “e-Learning
Solution of the Year” award in November 2008 for significantly improving workplace
productivity and performance through an electronic learning and skills development
platform. World of Learning is an exhibition sponsored by Learning magazine, a
trade publication targeted at business training buyers that publishes advice, product
information, news and opinions on the learning industry.

How do you get started
without loosing your
reputation?

Social Media in the business world
Internal vs external

What is an Enterprise Social
Network
• Enterprise Social Networks are a communication tool for
organizations
• You post messages and respond to your colleagues’ messages
• You see messages from the people, groups, and tags that you
follow
• Enterprise Social Networks networks are private. A valid company
email address is required to join. For example, members of the
YourCorp network need an @yourcorp.com email address

Why an Enterprise Social Network
• Making the intranet ‘social’
• Better internal collaboration
• Breaking down silo’s
• Faster responses
• Less e-mail
• Motivating employees
• Convince Management to join

How to get started
Source : Yammer

The key to success is a team effort
Source : Yammer

Process to implement Social media
Awareness
Building/
Challenger
Inventory
Social Media
Policy
Training Monitoring
Goals,
Objectives,
strategy
Teams
Ambassadors
Project:
define –
roll-out

Awareness Building
1.What
2.Who
3.Benefits
4.Dangers
Presentation/
Workshop
Goal: Inform ALL employees about the
who, what, benefits and dangers

How Social Media is thought to plug into a business
My Marketing
could use
some of that
social media!

Customer Support
Market Research
Online Reputation Management
Community Management
Consumer Insights
Recruiting
Business Development
Sales
P.R.
Business Measurement
Marketing
Education
Thought Leadership
Search/SEO
Mobility
How Social Media actually plugs into a business
Customer Acquisition
Lead Generation
Crisis Management
Internal collaboration
Customer Retention
Advertising
Advocacy
Event Management
Fund-Raising
Corporate Communications

What person do you need?
• Social Media Manager
• Strategy for all
departments
• Platform choices
• Monitoring
• Conversation Manager
• Hands-on person
• Training
• Community Manager
• Manage community
• Brand/topic focussed
• Online content manager
• Web content
• Web and social
integration

The ultimate time question
How much time does it take?
• 10 minutes/day?
• 20 minutes/day?
• 1 hour/day?
• 20 hours/week?
• More?
The reality is: it depends..
• It is like a networking event,
but continiously
• Content is (still) king
• How many account do you
manage
• How much reading & reacting
are you doing?
• How much information are
you sharing?
• Are you all the content?
• Are you using ambassadors?

Source: Chief Marketer – 2011 Social Marketing survey

10 Best Practices
1. Define your goals
2. Know who you are and create consisten
picture
3. Be where your customer is
4. Join the conversation & add value
5. Tell you customers where you are

Tell you customers where you are
Website & Email & Offline

10 best practices
6. Be relevant
7. Be engaging
8. Be active
9. Respond in a timely manner
10.Give credit where it is due

How does this work in practice?
Beth Kanter -2010

Potential platforms to be used
Beth Kanter -2010

Making an inventory – Part 1

Making an inventory – Part 2
Where are people talking about you?

Using SoME Monitoring tools for
inventory purposes

Social Media Policy/Guidelines
35 areas of interest

Social Media in your company...
Social networks are being
blocked
Social networks are open
Guidelines/policies & Monitoring are needed!

Topics
• Policy or Guidelines?
• Why do you need a policy?
• Who makes the policy?
• Perspectives of the policy?
• How do you make a policy?
• What needs to be in the policy?
• How do you implement a policy?

Guidelines or Policy
• Policy is official and enforceable
• Control legal burden
• Cover HR items
• Identify risk
• Guideline is a suggestion and not enforceable
• Communication piece
• Motivate and inspire users (ambassadors)
• Create positive frame of mind

Why do you need a social media
policy?
• Brand damage
• Productivity loss
• Security issues
• Identity issues
• Conflict handling
• And many more...

Who makes the policy?
 Marketing
 HR
 IT
 Legal
 Mngt Team
 Employees
 Unions

Different perspectives
• Employee Code of Conduct for Online
Communications
• Employee Code of Conduct for
Company Representation in Online
Communications
• Employee Blogging Disclosure Policy
• Employee Facebook Usage Policy
• Employee Personal Blog Policy
• Employee Personal Social Network
Policy
• Employee Personal Twitter Policy
• Employee LinkedIn Policy
• Corporate Blogging Policy
• Corporate Blog Use Policy
• Corporate Blog Post Approval Process
• Corporate Blog Commenting Policy
• Corporate Facebook Brand Page Usage
Policy
• Corporate Facebook Public
Comment/Messaging Policy
• Corporate Twitter Account Policy
• Corporate YouTube Policy
• Corporate YouTube Public Comment Policy
• Company Password Policy
Vanguard Leadership – Januari 2011

How to create a social media policy?
• Social media policy creation
software
• http://socialmedia.policytool.net/
• http://socialpolicygenerator.com
• Social media policy examples
• http://socialmediagovernance.c
om/policies.php
• Write one your own

What can be included in the policy?

What does such a policy look like?
Philosophy
Terms of service
Your Identity
Ownership
Disclaimers
Hardware and Software
Handling conflicts

Philosophy
Terms of service
Your Identity
Ownership
Disclaimers
Handling conflicts
• 40% just press “I accept”!
• 15% read first line – 5 seconds
• 37% read briefly – 30 seconds
• 8% read carefully – 5 minutes

Philosophy
Terms of service
Your Identity
Ownership
Disclaimers
Handling conflicts

How to distribute your Social Media
Policy?

Training
• Social Media
• LinkedIn
• Facebook
• Twitter
• Blogging
• Customized

What should you be listening for?
• Complaints
• Compliments
• Questions
• Leads and Inquiries
• Opportunity Conversation

Types of social media monitoring
1. Own accounts
2. Business and brand monitoring
3. Market monitoring
4. Personal monitoring
Type of services
1. Free
2. Freemium
3. Payable

Social media tools you must use

Social Media Measurements
Source: Olivier Blanchard

8 Must-have Social Media platforms
for your Business
You!

To Avatar or not to Avatar
Here are a few guidelines for creating an Avatar you can be proud of for years
to come:
• Use photos you wouldn’t mind showing a client, prospective boss or superior
• Use language you would use with clients and superiors (no swearing!)
• Ask for clarification before taking offence-it is easy to misread something
online
• If you disagree, disagree respectfully
• Don’t “push” your products, services, or agenda
• Find ways to compliment others (i.e. knowledge, ideas, writing, products,
services)
• Contribute to others (knowledge, ideas, support, resources, etc)
• Recommend others on LinkedIn
• Give others exposure by following them on Twitter
• Give others exposure by retweeting, Friday Follow (Twitter), links, etc.)

Social Media Platform #1
Blogging
A blog (a blend of the term web log)[1] is a type of website or part of
a website. Blogs are usually maintained by an individual with regular
entries of commentary, descriptions of events, or other material such
as graphics or video. Entries are commonly displayed in reverse-
chronological order

• Not a writer
• No technical knowledge
• It must be perfect
• Too many people blog
• No comments
• Quantity over Quality
• Expensive
• Only for inroverts,
academics and popular
people
• Boring

Why use for your business B2B &
B2C?
• Increase online presence an improve SEO (B2B)
• Communications
• Demonstrate experience and credibility (B2B)
• Share information & become a resource
• Talk with clients and prospects
• Find hot topics
• Influence influencers
• Generate leads!

Have a good design
Produce useful and unique content
Be brief - Watch the length of the post
Talk about 1 topic
Use good titles
Tell stories
Do not overthink
Make text easily scannable
Select one blog platform and stick with it.
Include links (do not forget to credit)
Include multi media (and do not foget to credit)
Be yourself, authentic and honest
Write be helpful, whining does not help
Build a relationship with your audience
Blogging tips

How to get started for your
business?
Preparation
• Choose your theme
• Define your purpose
• Define your target
audience
• Choose a platform
• Plan time to write
• Think ahead
• Promote your Blog
How to get started?
• Create an account
• Choose a template
• Create your 1st post
• Add tags

Let’s get practical with blogging
1. Login into Wordpress
2. Create a new blog
3. Create a New Post

Document Sharing
Tools to
• Network
• Contribute
• Participate
Ressource for
• Resource of information
• Following content
• Thought leadership

Why use for your business?
• Among top 300 websites
• 30 million viewers/month view 80 million pages
• Drive traffic
• Create awareness
• Support and promote thought leadership
• Create dialog with peers
• Find new clients

How to get started
• Select free or payable
• Upload all your (public) presentation
• Add your email address to every presentation
• Use tags
• Link to other social media accounts

More B2B Benefits & Use
• Tell stories
• Share presentations with clients
• Webinar via ZIPcast
• Demonstrate expertise
• Create thought leadership
• Improve SEO

Let’s get practical with Slideshare
1. Look for a presentation
1. By your company
2. By your competition
3. In your industry (topic)
2. Login to Slideshare
3. Upload Powerpoint to account

Video

• Engage people
• Viral effect
• Faces, Voices and
Personality
• Authenticity
• Affordable
• Demonstrate your product
• Customer testimonials
• Introduce staff
• Evangelize
• Show location (culture)
• Fun place to work
• Events
• Training

How to get started (2)?
• Do your homework (check out peers)
• Decide on a topic
• Get the gear (video camera, micro, software, ect.
• Be natural – authentic
• Get an account and a “channel”
• Upload your videos
• Link to your other social media accounts

B2B Benefits and Usage
• Training (employees and clients)
• Thought Leadership
• Get personal with employees and clients
• Crisis communication
• Product/event/company promotion and
presentation

Work for the Government?
FOD Social Security

Let’s get pratical with Youtube
1. Go to YouTube
2. Search for a video
3. Login to YouTube
4. Upload Video

Photo

• Show your product portfolio
• Show (happy) customers
• Share information
• Offer promotions
• Drive traffic to your website

How to get started?
• Get a good quality camera
• Create an account (see next slide)
• Upload and advertize your company,
products, people, events
• Add descriptions and text
• Create photo albums
• Use tags
• Find groups to share

Type of account
Pro
• Unlimited photo uploads (20MB per
photo)
• Unlimited video uploads (90 seconds
max, 500MB per video)
• The ability to show HD Video
• Unlimited storage
• Unlimited bandwidth
• Archiving of high-resolution original
images
• The ability to replace a photo
• Post any of your photos or videos in up
to 60 group pools
• Ad-free browsing and sharing
• View count and referrer statistics
Free
• 300 MB monthly photo upload limit
(15MB per photo)
• 2 video uploads each month (90
seconds max, 150MB per video)
• Photostream views limited to
the 200 most recent images
• Post any of your photos in up to 10
group pools
• Only smaller (resized)
images accessible (though the
originals are saved in case you
upgrade later)

B2B Benefits and use
• Introduce company members
• Products/services/company presentation
• Office pictures (recruitment)
• Charts, Awards,
• Event Pictures
• Client testimonials

Let’s get practical with Flickr
1. Login to Flickr
2. Upload 3 pictures
3. Create an Album
4. Create a slideshow

Let’s revisit the Blog
• Add Link to blog
• Add picture to blog
• Add Video to blog

Business Networking

Why use it for your business?
Groups Companies
 Networking
 Profiling
 Lead Generation
 Becoming an
Expert
 Job search
 Community building
 Conversations
 Sharing content
 Branding
 Building
relationships
 Create influence
 Present company
 Present products
 Status update for
followers
 See staff changes
 Employer
branding
4. How does it work?
Personal

How to get started?
Groups
1. Create a Group
2. Setting up group
3. Inviting people
4. Regular postings
5. Promoting group and posts
6. Moderate and Manage
Company
1. Create company profile
2. Enter company details
3. Add products & Services
4. Create landing page for
products & services
5. Inform employees to follow
profile
Note: follow your clients - peers

B2B Benefits & Use
• Build and expand network
• Find new hires (recruitment)
• Create communities
• Find resources (freelance and other)
• Promote events
• Create polls

Let’s get practical with your
Personal LI profile
1. Have a good picture
2. Create a professional and good headline
3. Chnage your vanity URL
4. Complete education and experience
5. Include website with full name description
6. Integrate Twitter Feed
7. Add applications such as Slideshare, Wordpress, etc.
8. Add events, polls, etc; to your profile
9. Have recommendations
10. Create good summary and specialities

Let’s get practical with LinkedIn
1. Personal
• 10 steps to a professional profile
• Add events/polls to your profile
2. Groups
• Find group
• Post Blog as new discussion
3. Company
• Create company profile
• Add Service of product

Personal Networking

• 800 million users (4.6M in Belgium)
• B2B, B2C and B2B2C
• Reach out to fans
• Host discussions on topics of interest
• Provide offers
• Hosts contests and events
• Monetize

How to use for your business?
• Create a personal account
• Create a group
• Create a page
• Add events
• Regular posts
• Monitor and moderate

B2B Benefits and use
• Promote products & services in your target
audience
• Promote your brand
• Listen to and interact with your customer
• Create & promote events
• Create communities
• Recruitment

Example: Sales and Service

Example: Educational

Let’s get practical with Facebook
• Setting you privacy settings
• Create a Page
• Post pictures, Video and Blog
• Create a Group

Microblogging

Twitter Speak – Part 1
• Twitter Handle – User name
• To Follow - See updates from others
• Followers – Other people seeing your updates
• Follow Back – To follow a followers
• Lists – People you follow
• Twitter Stream – List of a person’s updates
• Tweetup – face-to-face meeting setup thru Twitter
• Twunch – Twitter Lunch (See VincentVQ)

Twitter Speak – Part 2
• Tweet – Twitter post
• Direct Message – SMS-like
• Promoted Tweet – Paid tweet
• Retweet – Forward a tweet
• Mentions - @twittername
• Hashtag – Tagging system to aggregate
content around one topic
• Trending topic – Popular topic
• Follow Friday (#FF) – recommended people

The Perfect Tweet
1. Have good content
2. Uses a Hashtag
3. Has a link to more content
4. Optionally

• Connect with clients
• Branding
• Customer feedback
• Marketing
• News
• Influence people
• Drive traffic to website
• Give-aways, coupons, etc.
• Viral
• Following the competition
• Increase sales
• Brand loyalty
• Get ideas
• Customer support

How to get started?
1. Create an account
2. Complete profile
3. Send out your first tweet
4. Follow people
(influencers, lists, clients)
5. Create you perfect tweet
6. Promote your Twitter
handle
7. Offer content

B2B benefits & use
• Influence your influencers
• Create traffic to your website & blogs
• Promote products, services, people and
events
• Extend and use your network
• Customer service

Let’s get practical on Twitter
• Find people to follow
• Send your first Tweet
• Find Tweets by Topic

Location based Software

• Put your business on the map
• Drive traffic to your location
• “Checkin” offer indirect promotion
• Get recommendations
• Offer promotions
• Find other people
in the area

How to get started?
1. Create an account
2. Claim your location
3. Create a special
4. Promote your specials

B2B Benefits & Use
Limited use at this present moment but still...
• Create awareness for your com
• Event visibility
• Tradeshows
• Meetings

Let’s get practical with Tweetdeck
• Download Tweetdeck
• Add accounts
• LinkedIn
• Facebook
• Twitter

Some final platforms to keep your
eyes on

Wikipedia
• Research tool #1
• Gives Information
• Links to other pages
• Popular among students a journalists
• “Official” truth about you / your organization
• Houses company and other content topics
• Anyone can contribute (anonymously)
• Alerts in case of problems with articles

• Storify is building the future publishing and
curate the social web
• Storify aims to help journalists, marketers and
others to collect and filter all the details they
find on social media and write a story
• If you are a business, you can use it to compile
what people are syaing about you and your
products
• Pick out the most important and relevant stories
and amplify them
• Makes it simple to share information

• Efficient way to organize information
• Access your bookmarks from any device
• Share bookmarks with friends and contacts
• Learn about new websites
• Build a network with other people

Getting started with Delicious
1. Register
2. Import your bookmarks from your browser
3. Get a browser button
4. Start Tagging websites

• Is a social network where users:
• Have a profile
• Have a newstream
• Have friends (in Circles)
• Are interesting in the same topic (Sparks)
• Interact via video (Hangouts)
• Follow people with being followed back

Why is Google+ Important
• Will become the core for Google services
• Facebook targets audiences – Google+ needs
and content
• Brand and Company pages are now live!
• Biggest hurdle: Number of people on G+

Before I forget...
Vanguard Leadership (c) - May 2010
Social Media is....
202

What if acted offline like online...

Connect with me!
Vanguard Leadership (c) - May 2010
204
be.linkedin.com/in/micadam https://twitter.com/micadam
http://bit.ly/cPdiom http://micvadam.wordpress.com
micvadam
+32 478 50 41 35

Links to videos
Social Media is fad : http://www.youtube.com/watch?v=fpMZbT1tx2o
Blendec video: http://www.youtube.com/watch?v=qg1ckCkm8YI
Will you be my friend: http://www.youtube.com/watch?v=aDycZH0CA4I
Social media policy (Victoria) :
http://www.youtube.com/watch?v=8iQLkt5CG8I
Diesel Cam: http://www.youtube.com/watch?v=_P-zA90yI64
Domno Pizza: http://www.youtube.com/watch?v=1D9PikBzNNo

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