Social Media For CIOs

Social Media for the CIO Krista Neher CEO – BootCampDigital [email_address] 513-702-7929

About Me….. 5+ Years at P&G in Marketing and Finance 2 Years at Internet Startup Now… Marketing Training and Consulting Digital Strategy Social Media Mobile Training

Agenda What is Social Media? Why Does it Matter? Social Sites and Issues FaceBook LinkedIn Twitter Blogs

What is Social Media? Social media is the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings. Wikipedia

Traditional Marketing Doesn’t Work Well in Conversations

Voices are Amplified Voices are Amplified

89% OF BLOGGERS TALK ABOUT BRANDS THAT THEY LOVE 84% OF BLOGGERS POST PRODUCT AND BRAND REVIEWS

Social Media Matters Social Media allows marketers to connect with consumers on an intimate, 1:1 social level More People Use Social Networks than email.

Can meet a variety of goals Recruiting Customer Service Search Engine Optimization Equity Drive Sales Position as experts or thought leaders PR Lead generation Business Development Marketing Competitive monitoring Reward loyal customers Share news and info

Time Drain To block or not to block – that is the question….. People use the phone and email for personal reasons – do you block those? Depends on your organization, your level of trust and what you have learned about usage. Nobody is 100% productive – what is appropriate?

The Need for a Social Media Policy What is appropriate use on company time? What is appropriate for employees when referencing your company online? Who can respond on behalf of the organization?

Twitter 18M users by the end of 2009 1,382% Growth Rate $0 Revenue

By 2010 , eMarketer expects that 15.5% of all U.S. adult Internet users will use Twitter.

In August 2009, Pear Analytics did a survey and figured out that 40% of Twitter is pointless babble

Signs of ROI In August 2009, Dell announced that they've surpassed 1 million followers on Twitter, and has booked more than $2.5 million in sales this year from Twitter. Source: Twitter 101

Where is the Voice of the Brand ?

Twitter provides the opportunity for employees to advocate for their company. Need a policy. Need guidelines. Success = Zappos & Hubspot

Position your organization as experts on a subject or industry. A great place to work via employee advocacy. A company that is passionate. A company that is responsive. A company looking for solutions. Customer Service tool.

Also “internal” versions of twitter. Foster collaboration Provide top-down communication Provide bottom-up communication

Lets talk about the #1 Social Media network in the world

300 million active users The fastest growing demographic: 35 years old and older More than 65 translations available About 70% of facebook users are outside the U.S.

Facebook is where….. You find people you went to high school with You stay connected with people in your life You share photos and videos You Connect with people you actually know in real life

Ok, if you really think this Facebook thing is a good idea - here are the rules: • No breaking up with boyfriends and cussing them out over the internet. This isn't the 8th grade. (If you think so, I'll be waiting after social studies class for you, out by the bus . . . no knives.) • Watch your mouth. Talk online like you would in church. It’s gonna come back to haunt. Both of us. • No photographic or text evidence of any drunk and foolish tirades, past or future. • Do the right online things. Don't drink Tab in public, change lanes without your turn signals, no human sacrifices. You know, the usual stuff. My daughter is watching, and I don't want her growing up acting like some crazed Canadian thing, spouting off about how great TIM HORTON'S is every twelve minutes or evangelizing how 12 minutes of semi-automatic gunfire at your local range soothes the spirit. (And I have a chainsaw for that socially-constructive-zen stuff.) • Family friendly pics please. Like I said, my daughter is watching. So are my future employers. So this online reputation is very important to me. • Keep me out of various Friends FAQ questions and answer sessions This FAQ stuff has no value in my online life. I once de-friended my own sister, because her rants and weird stuff and language became unacceptable. XOXOXOX and Seriously Yours,

Pages “ only the official representative of an artist, business, or brand may create a Facebook Page.”

Features Indexed in search Multiple Admins Analyze traffic No Limits to # of fans Email fans Appear as notifications

Groups Anyone can create a group

Features Anyone can contribute to discussion No Multi-media Send messages to all members Pick a great name Get loyal fans to start discussions

4 Reasons Pages are Better Pages Publish into News Stream Pages allow rich media Pages have analytics Pages can be used for SEO

Facebook is the Most Engaged Social Network Do your customers/clients/potential customers want to connect there? Can your employees position your company positively through FB? Customer service Great place to work Passionate experts Post for help Share job openings Share company news

Should employees use FaceBook at work? Are there relevant groups or pages for your company to participate on? What is appropriate use on company time?

Tremendous Opportunity to Connect with Prospects

LinkedIners Oldest average age More male than female (57% male) Highest average income $89k Typically join for business or work – keeping in touch with business networks, job searching, business development and recruiting top reasons for joining

Why Linked In? Connect with business professionals Your Online resume Shows up high in Google Search Results Can search but not message strangers Typically join for business or work – keeping in touch with business networks, job searching, business development and recruiting top reasons for joining

What Individuals DO on LinkedIn? Stay Connected Build New Connections Join Relevant Groups Post in the Q&A Search for specific people/attributes Expand your network (carefully)

Position your employees and organization as thought leaders with relevant groups Be the experts. Q&A. Groups – Discussion/News. Positive position of company. Be Connected.

LinkedIn is primarily a business tool. Unless your employees are looking for other jobs (in which case you have a bigger problem).

LinkedIn Opportunities Excellent Recruiting tool Find Candidates based on advanced search Post jobs Advertise in groups Evaluate candidates Strong sales & Business development tool Groups Finding Prospects

LinkedIn Questions or Discussion?

“ Blogs represent the best chance for companies to inform the conversation.” Richard Edelman President and CEO Edelman

A Little Bit About Blogging comScore MediaMetrix (August 2008) Blogs: 77.7 million unique visitors in the US Facebook: 41.0 million | MySpace 75.1 million Universal McCann (March 2008) 26.4 US have started a blog 60.3 US read blogs 77% of active Internet users read blogs

Most blogs suffer from bad content

Let’s Connect! www.bootcampdigital.com/blog @KristaNeher @BootCampDigital Facebook.com/KristaNeher LinkedIn.com/in/KristaNeher

Social Media For CIOs

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