How Social Media is Enabling Individuals and

Organizations

available now: j.mp/kempg2

#g2kemp

Created for Growing of Giants, May 2013

By: Kemp Edmonds

Agenda

• My Story• Statistical Overview• The Human Nature• Starting with Why - Workshop• Measurement Best Practices• Successes and Failures• Developing Strategy – Workshop• A Few Quick Demos• Open Season – Q&A+

It started here…

and never ends.

Potential

Inspiration

Self-directed Learning

Love and Work

Choose Your Own Adventure

• Pakistan’s First Social Media Company• Chief Technology Officer, NASA• Expert Legal Witness Facebook Firing

Social surpassing email

Time spent online

It’s Mobile

Source: MarketingCharts.com, Experian Hitwise

Top Social Networks

Facebook Dominates

It means business

2013 B2B Marketing Survey

Understand what works

LinkedIn 4X Better for B2B

Understand the Ecosystems

LinkedIn – The Business Luncheon

Understand the Ecosystems

Twitter – The Cocktail Party

Understand the Ecosystems

Facebook – The Bar/Backyard BBQ

Is it for everyone?

• Is your target market there?• Does your target market have the time?• Are they accessible?• Do you have the time? • Are you seeking new opportunities?• Who uses Facebook? Twitter? LinkedIn?

Social Media often comes last and should.

Important Questions

• Is your website ready to receive and convert?• Do you have positive testimonials?• Do you have a organizational blog?• Respond to emails? Answer the phone?• Are you listening? Listening comes first.

Social Media often comes last and should.

It’s something new…

Two-way media that operates on a scale from private to public.-Clay Shirky, Cognitive Surplus

To empower us to do the things we’ve always done.

Maslow’s Hierarchy of Needs

It helps build personal brand

It helps build personal brand

Bridge the digital divide

Source: Simon Sinek, graphic: http://life-engineering.com/files/2010/08/simon-sinek-the-golden-circle.jpg

Starting with Why

Why

How

What

Breaking it Down

Goals

Objectives

Measures of Success

What to do get there

Breaking it Down

Your Journey - Workshop

• Starting with Why

Why – Visionary Goals

How – Measures of Success

What – Tactics

Goals

Objectives

Measures of Success

What to do get there

5 Minute Break

What are people measuring?

REACH

BASE

ENGAGEMENT

CONVERSION

2013 B2B Marketing Survey

2013 B2B Marketing Survey

You can measure ROI

It takes work

It needs to be worth it

80/20 Two Ways

Spend 80% or more of the time communicating… Engaging with others Sharing other people’s content Being helpful Providing value to your audience

Spend 20% or less of the time marketing… Talking about products and services Posting testimonials Sharing success

80/20 Two Ways

Right Way Wrong Way

EngagingReporting

Don’t get caught playing the numbers game

Value of Data

NumbersAnalysisActions taken to optimize business

End to End Tracking

linklin

k

Visits

Interest

Conversion

link

link

End to End Tracking

Off Site

On Site

Visits

Interest

Conversion

link

link

End to End Tracking

Visits

Interest

Conversion

link

link

End to End Tracking

Off Site

On Site

REACH

BASE

ENGAGEMENT

CONVERSION

Kemp’s Measurement Philosophy

Ideapaint keeps it simple

5 Minute Break

Examples of Success & Failure

Stories of Success

Change the law. #SEC

Stories of Success

Be Human. Be Helpful

Stories of Success

Category Thought Leadership

Stories of Success

Being the Hub

Stories of Success

Crowdsourcing Innovation

Giving @Scale

Stories of Success

Consider Barriers to Entry

UGC Contesting Lesson

Video

Audio

Text

A Comedy of Errors

Wrong Account. Business Lost.

A Comedy of Errors

Wrong Account. Made Right.

A Comedy of Errors

Wrong Account. Made Right.

A Comedy of Errors

Wrong Account. Made Right.

A Comedy of Errors

Insensitivity Hurts Brands.

A Comedy of Errors

A trend is not an opportunity

A Comedy of Errors

Even CEOs get it wrong.

A Comedy of Errors

One Wrong Move.

A Comedy of Errors

Don’t let the kids drive.

A Comedy of Errors

Know the law. #SEC

A Comedy of Errors

You can’t control the crowd

A Comedy of Errors

You can’t control Employees

Have any stories?

Share them with us

Lessons

• Empower those you trust or use tools to help• Understand the potential implications• Use common sense• Know what you can and cannot control• Be sensitive• Stay positive• Strategy trumps tactics• Start with Why

Strategy trumps tactics

intersectionconsulting.com

74

The Inside-Out Strategy

75

Begin with Goals…

76

...From Goals Stem Objectives

77

...Then Measures of Success

Last comes the execution

Breaking it down

• Goal

• Objective

• Measures

• Tactics

Be Integral to the Community

RaiseAwareness

% increase in

Twitter Mentions

% increase in

Social Mentions

Website traffic from social sites

A Social Marketing Example

Your Organization - Workshop

• Starting with Why Why How What

Organizational Goals

Communications Objectives

Measures of Success

Operational Tactics

Essential Tools - Demo

Q & A

• Special Thanks to Cameron Herold and G2

• kempedmonds.com• @kempedmonds

• This Presentation: j.mp/kempg2• More Presentations: j.mp/kempslides

Social Business Hierarchy of Needs

Strategy/GoalsSocial PolicyWorkflows

Compliance

FoundationsSecurity

Social AnalyticsAccess: Web/Mobile

The Social Organization

Strategy/GoalsSocial PolicyWorkflows

Compliance

FoundationsSecurity

Social AnalyticsAccess: Web/Mobile

MARKETING

SUPPORTSALES

HR

C-SUITE

R&DIT

Strategy/GoalsSocial PolicyWorkflows

Compliance

FoundationsSecurity

Social AnalyticsAccess: Web/Mobile

MARKETING

SUPPORTSALES

HR

C-SUITE

R&DIT

C-SUITE

SUPPORT

HR

R&DIT

MARKETING

SALESS

ALE

S E

XE

CU

TIV

ES

Strategy/GoalsSocial PolicyWorkflows

Compliance

FoundationsSecurity

Social AnalyticsAccess: Web/Mobile

C-SUITE

SUPPORT

HR

R&DIT

MARKETING

SALESS

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XE

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CRM

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Strategy/GoalsSocial PolicyWorkflows

Compliance

FoundationsSecurity

Social AnalyticsAccess: Web/Mobile

THOUGHT LEADERSHIP

EXECUTIVE PROFILES

C-SUITE

CRM

WEBANALYTICS

SUPPORT

HR

R&DIT

MARKETING

SALES

TECH LEADERSHIP

INFLUENCER COMMUNITY

MA

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Strategy/GoalsSocial PolicyWorkflows

Compliance

FoundationsSecurity

Social AnalyticsAccess: Web/Mobile