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The Basics of Kicking Ass on the Social Web
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Michael Brito | Zeno Group
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I presented to this to the YPO and WPO groups at Silicon Valley Bank in April, 2011.
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The Basics of Kicking Ass on the Social Web
1.
Photo by froggymonkey
http://www.flickr.com/photos/froggymonkey/ The Basics of Kicking Ass on the Social WebMichael Brito, Vice President, Edelman Digital It’s @Britopian on Twitter
2.
First, the networks…
It’s @Britopian on Twitter
3.
4.
Training Rollout /
Certification
5.
Collaboration & Best
Practice Sharing
6.
Feedback Workflows (Product
Support, Crisis Management)
7.
Executive Endorsement and
Support It’s @Britopian on Twitter
8.
9.
Based on job
function, engagement opportunities will vary
10.
Sales/Channel – prospects,
existing customers
11.
Product – other
IT professionals
12.
Marketing/Communications – influencer
and analyst engagement
13.
Internal – collaborate
and streamline processes
14.
Human Resources –
staffing and candidate sourcingCompetitive overview of social activity It’s @Britopian on Twitter
15.
16.
Follow internal colleagues,
partners, channel and customers
17.
Follow analysts, industry
influencers, tech publications
18.
Use Twitter Search
to find relevant people to follow
19.
Exectweets
20.
Google Alerts
21.
Listorious
22.
Summify
23.
Monitor and actively
seek engagement opportunitiesGatorade Social Listening Command Center It’s @Britopian on Twitter
24.
25.
A Digital Conversation
Guide helps keep my content fresh and approved
26.
Consistent messaging
27.
Tracking (hashtags, keywords)
28.
Links to relevant
assets (videos, press releases)It’s @Britopian on Twitter
29.
30.
Establish a point
of view
31.
Be controversial
32.
Engage regularly
33.
Insert yourself into
the conversation
34.
Stick with it!It’s
@Britopian on Twitter
35.
36.
iPad – Tweetdeck,
Hootsuite,
37.
Desktop/Laptop – Twitter.com,
Tweetdeck, Co-Tweet, Hootsuite
38.
Posterous – Blogging
via email; content distributed to Twitter or Facebook
39.
Quora – specific
Q&A
40.
LinkedIn Groups and
Q&AIt’s @Britopian on Twitter
41.
42.
Building relationships through
engagement add value to the Brand
43.
Is your content
being picked up by the analyst community?
44.
Is your brand
more visible with a targeted audience?
45.
Are you becoming
a thought-leader in the space?It’s @Britopian on Twitter
46.
47.
Do they have
time?
48.
Are they trained?
49.
Can they add
value?
50.
Are they Subject
Matter Experts in their respective functions?
51.
Set goals and
expectations
52.
Establish KPIs
53.
Unleash their voicesIt’s
@Britopian on Twitter
54.
It’s @Britopian on
Twitter
55.
56.
Mobile: TweetDeck, SocialScope,
Twitdroyd
57.
Desktop: TweetDeck,
HootSuiteIt’s @Britopian on Twitter
58.
59.
Free Tools: Twitter
search, Google Blog search, BlogPulse, Social Mention, Topsy, TwazzupIt’s @Britopian on Twitter
60.
61.
Measure your engaged
audience: the likelihood that your content will be acted upon and influence level of your engaged audience
62.
Use as benchmark
to track against future performanceIt’s @Britopian on Twitter
63.
64.
Measure your engaged
audience: the likelihood that your content will be acted upon and influence level of your engaged audience
65.
Use as benchmark
to track against future performanceIt’s @Britopian on Twitter
66.
Twitter Engagement Strategies
Goal: Followers, Engagement, Expert Positioning It’s @Britopian on Twitter
67.
Facebook Engagement Strategies
Goal: Fans, Participation, Engagement It’s @Britopian on Twitter
68.
LinkedIn Engagement Strategies
Goal: Knowledge, Thought-leadership, Access It’s @Britopian on Twitter
69.
Thank You!
Michael Brito Michael.Brito@edelman.com HTTP://WWW.THESOCIALBUSINESSBOOK.COM It’s @Britopian on Twitter
Notes de l'éditeur
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?