Social Media Boot Camp SeriesModule 3

Blogging, Video and LinkedInWith Shane Gibson

@shanegibson

Types of ROI1. Reputation 2. Risk Reduction 3. Client Retention 4. Efficiency 5. Business

Intelligence

6.Differentiation

7.Brand Association 8.PR & Exposure 9.Immediate Revenue10.Long-Term Revenue

ROI Continued11.Supplier Capacity

Building 12.Perception Shifting 13.More & Better

Recruits 14.Innovation 15.Client Education

16.Staff Capacity Building

17.Network Growth18.Opportunity Creation19.Job Satisfaction

20.Trust Building

Measurement•Google Analytics•Hootsuite•Postrank•Klout

Postrank

Postrank

Sysomos – Media Analyst

Sysomos Heartbeat

Viral Heat

It’s about listening!

Business Intelligence

• Search.Twitter.com• Google Alerts• LinkedIn Groups, Questions & Network• Linkedin Signal• Blogsearch.Google.com• Customer/Community blogs and social networks• Competitor/Industry news, blogs, and social

networks

Blog.suggestionbox.com

Real-Time Feedback

Score Keeping?

Stakeholder Spotting

Tweets tell the future•Computer scientists studied 3 million tweets

•25 movies (including Avatar) •Tweet frequency could be used to accurately

predict the box office takings•Content of the messages predict ongoing

success. •"Our predictions were incredibly close," Bernardo

Huberman, head of the social computing lab at HP

Can we just not do it?

Get in the game

Campaigns/Events

“After accruing the initial 120 participants and an additional 144 engaged influencers, the word of mouth power kicked in, as those individuals, proud to have “earned” such special treatment, generated more than 4,600 tweets about the new route. This, in turn, led to more than 7.4 million impressions and coverage in top blogs and news outlets like the L.A. Times and CNN Money. And all it took was making those original 120 participants feel special.”

Porter Gale – VP Marketing, Virgin

Finding Influencers•Local Niche Bloggers•Journalists•Meetup.com Organizers•Back-links to local competitor or

topic specific sites•Use Twellow and Klout

Twellow.com

Canada’s Biggest Book Launch Party

(Until someone tells us otherwise)

Sociable! Book Launch

Launch Plan1. Identify Your Goal

2. Identify Your Target Audience and your Nanomarkets

3. Pick the Right Platforms

4. Map out Social Etiquette and Policy

5. Implement Listening and Engagement Strategy

6. Know Core Pains, Dreams, and Goals

7. Uniquely Communicate Solutions Mixing Marketing and Community

ResourcesDemo blog:http://socialized.me/ford Training site: http://socialized.me/fordtraining Social Media Podcast: http://closingbigger.net Socialized: http://socialized.me