ginger kidd_winning with social_lbw_230913

Winning With Social

Ginger Kidd Senior Marke+ng Manager Salesforce UK

@gingerkidd_sf

uk.linkedin.com/in/gingerkidd

Leeds Business Week September 23, 2013

@gingerkidd_sf uk.linkedin.com/in/gingerkidd

Agenda

•  Why Social?

•  Se-ng up a Social Media Strategy

•  Se-ng up Your Social Profiles •  Twi<er •  LinkedIn •  Facebook •  Google+

•  How to use Social for Success •  Building RelaHonships •  GeneraHng Leads •  Building Your Brand

•  Q & A


Why use Social?

u Build RelaHonships with Customers, Prospects, and Industry Peers

u Generate More Business

u Build Your Brand


The World is going Social

u Your customers and employees are using social

u Your future customers and employees are using social

u Your compeHtors are using social

……….And they’re talking about you, your company, your industry, the latest news


Social Media Strategy


The Basics

•  Social Media need not be complicated

•  Set a Social Media Strategy and/or Policy

•  Communicate it effecHvely


Three pillars of Social…

Grow Fans & Followers

Advertising, quality content, promotions & contests to increase your audience. Fully integrate with campaigns, events, email marketing, inbound marketing etc.

Engage with your community

Respond to queries, share relevant content, capture interest and create leads. Track conversations and industry topics, identify influencers. Crisis management.

Educate / Nurture your audience

Build out the Content Calendar. Drive traffic to website and other lead-gen tools. Extend reach of existing campaigns and assets.


Salesforce Social Strategy

Likes into Leads

Generate core leads from social with dedicated

campaigns backed up with advertising. Innovative

Facebook apps. Double down on LinkedIn.

Events

Improve show rates with dedicated social media

engagement plan. Onsite Social Media Command

Centre.

Campaign Integration

Align closely with campaigns team to ensure a consistent

voice in the region. SMB campaign to drive traffic/leads

to SMB Centre.

Press & Analysts

Systematically track top influencers & develop an

engagement strategy. Regular reporting via Marketing Cloud

Socialising Social

Activate the UK army to extend our social reach. Tap into the networks of our most social

employees. Provide coaching and encouragement to non

social-savvy.

Build the Community

Be more proactive in building our UK community. Extend the

global MVP program. Influencer engagement. SocialSuccess Mic-Ups


Salesforce Social Media Policy

Rules for pos=ng online •  Don’t share company or financial informaHon •  Be honest and transparent •  Be respecVul •  Don’t make forward looking statements •  Don’t register channels without prior consent

Tips for pos=ng online •  ConversaHons are a two way street •  Know your audience •  Be interesHng •  Remember that quality ma<ers •  Think before you post


Salesforce Social Media Policy

•  ��Don’t share company or financial secrets You cannot discuss any material informaHon that is not already in the public domain. Including the following:

•  Revenue •  Growth by product line, vertical, or

region •  Expense management or hiring •  Analyst commentary about the

company •  Share price •  Industry rumours

•  Potential or pending acquisitions or investments

•  Deals in the pipeline •  Unannounced customers •  Pricing •  Future product release dates •  Security and performance •  Executive leadership


Iden=fica=on

•  Be completely transparent about who you are and your professional role.

•  Never pretend to be someone you're not.


Social Media E=queBe

ü  Be professional & polite. ü  Avoid potentially controversial or divisive topics. ü  Don't use language that people might find offensive. ü  Don't discuss anything you wouldn't talk about at a business dinner. ü  Don’t bad mouth brands – they could be your next customer. ü  Don't talk negatively about competitors – they could be your next

employer. ü  Know when to disengage. Don't feed the trolls. ü  Don't post photos that portray you in an unprofessional light.


Keep in Mind

ü  80/20 Rule - For every 2 pieces of promo type of content you have, share 8 pieces that are of a helpful nature.

ü  Understand the way people use each social network, and the etiquette for each network, before you begin using it for business.

ü  Share information that is useful to your community, and they will accept a little bit of your own promotional messages.

ü  Never say anything online you wouldn't say to someone's face, or you wouldn't want to see on the front page of the newspaper attributed to you.


Your Social Profiles


Your profile is your Total Online Presence

•  Facebook •  LinkedIn •  Twi<er •  YouTube •  Google+ •  Slideshare •  Pinterest •  Flickr •  Own Community

(Blog etc)


How many accounts should I have?

Personal accounts vs. Business accounts vs. Hybrid •  Network dependent •  Personal choice •  Company Brand

You should have a professional presence on LinkedIn & Twi<er as a minimum Follow and connect with brands on Facebook, even if you don’t want to share company content Don’t forget about Google+


Setting up Your Profiles


u A ‘must’ for business

u Fastest growing network

u Quick engagement


What the….?!?!


Basic TwiBer Profile is all you need

You are not an Egg!

Who is this guy? He looks funny!?!


Use your own name for your Twi<er ID. Do not use some combinaHon with your company

name


Use your full name as the descripHon.


Fill out your bio with a combinaHon of professional and personal informaHon to give people a sense of who you are. Say that you

work for @salesforce.


Include a link to your blog or LinkedIn profile, so people can learn more about you.


Include a locaHon on your profile.


Use a professional looking photo that shows your face well enough so that

people can recognize you.


How can I Personalise TwiBer ?

@Olivier_lacroix

ü  Personalise your Background

ü  UserName with your name

included

ü  Good photo of your head

ü  Link to your website/Blog

ü  Custom URL

ü  Use hashtag (#something)

ü  Use @mention (@someone)

ü  Include something personal

Remember: Twitter is a network of real PEOPLE


1.  Define your Goal

2.  Define the type of user profile you want to target

3.  GeneraHng value for these contacts

4.  Engage with your contacts. Create Trust

5.  Use this trusted connecHon to drive your business

Using Twitter for Business


Make Sure You Know The Basics

•  # hashtags •  @menHons

•  Direct Messages (DMs)

•  RTs vs Retweets •  Lists •  Bit.lys


How to get more followers on TwiBer

ü  Follow other users •  Colleagues / customers / prospects / partners / conference a<endees

ü  Respond to quesHons & comments

ü  Seach by #hashtags to follow topics, events, news ü  Use #hashtags to be part of that conversaHon ü  Share valuable content ü  Add your own commentary – don’t just be a re-‐tweet-‐

machine ü  Follow the 80/20 rule (only 2 promoHonal posts per 10 posts)


1.   Synchronize your Twi<er and LinkedIn account

2.   Be Succinct -‐ 140 characters means less verbiage

3.   Be Timely -‐ Twi<er happens in Real Time

4.   Be Relevant – Post / Comment around your themes

4 Tips for Twitter

@Olivier_lacroix


u A ‘must’ for business

u Excellent search and

targeted marketing

options

u ‘Non threatening’ due to

business focus


Use the same professional looking photo on LinkedIn that you used on Twi<er.


Get your profile as close to 100% complete as possible. Use relevant keywords in your headline. This helps people find you.

Headline


Create a custom URL for your LinkedIn profile by going to “Edit” your Public Profile

under your se-ngs.

Custom URL


Write a keyword-‐based about who you are, what you do, and why someone would want to connect with

you. Light up your profile with your voice.

Your summary should be more than just your CV.

Summary


Add relevant skills to your profile.

Skills


Describe your current posiHon with a keyword-‐based descripHon of the company and what

you do.

Current


1.   Synchronize your Twi<er and LinkedIn account 2.   Connect

•  Build your network conHnuously

•  Add only people you know or have worked with

3.   Be Responsive -‐ Get mobile app and check InMail daily

4.   Engage – Post / Comment around your themes

5.   LinkedIn Premium – if you want to use to do business

Tips for LinkedIn

@Olivier_lacroix


u Very large network

u Moving towards paid

advertising model

u Builds social profile quickly


Consider using the same professional looking photo on Facebook, especially if you will be using it for business. At the very least, use a

professional avatar.


Add your current posiHon and other informaHon on the About page so it shows on

your profile page.

About


Current

Describe your current posiHon with a keyword-‐based descripHon of the company and what

you do.


Write a general descripHon of yourself and provide a link to any relevant websites

About You


1.   Decide if you’re using profile for work vs. personal or both 2.   Have a company presence

•  Build your corporate page

•  Consider promoHng your page via ads

3.   Connect to TwiBer and LinkedIn •  Post once, share on all channels

4.   Use analy=cs •  To monitor page traffic

•  To idenHfy who’s engaging with you brand

Tips for Facebook

@Olivier_lacroix


u Don’t Forget about Google+

u More people than you think

u Drives SEM results


Follow the same principles: Professional photo, current posiHon, locaHon, summary of informaHon.


Tips for Social


Why use Social?

u Build RelaHonships with Customers, Prospects, and Industry Peers

u Generate More Business

u Build Your Brand


Top Tips for Building Rela=onships

ü  Follow Key Influencers & Peers in your industry ü  Have steady and consistent content ü  Add some personality to it!

•  Photos •  Personal touch

ü  Track the insights you’ve gathered… AND USE THEM!

•  Conversation Starters •  Targeted Campaigns & Messaging •  Build Loyalty & Advocacy •  Build Future References


Top Tips for Genera=ng Leads via Social

ü  Keep your profiles consistent and up to date

ü  Have a goal in mind – plan your strategy around it

ü  LinkedIn is sHll King for business! Connec=ons – News – Profile Views – InMail


Integrate Social Media into Campaigns to drive more leads

ü  Graphics to show daily click throughs to the landing page from Twitter, LinkedIn and Facebook.

ü  Twitter is most popular route and spikes

can clearly be seen when a new Twitter post goes out.


Example: Social Media Placements

•  Salesforce messages have been promoted on Facebook, Twi<er and LinkedIn

•  Dates for the posts coincide with the dates that the emails are sent out to generate wider awareness

Innovation Campaign -‐ campaign elements:W/C

08/04/2013W/C

15/04/2013W/C

22/04/2013W/C

29/04/2013W/C

06/05/2013W/C

13/05/2013Social Media:Facebook/Linked in #1 10thFacebook/Linked in #2 24thFacebook/Linked in #3 8thTweets for Email #1 (x4) 10th 15th/18th 22ndTweets for Email #2 (x6) 24th/26th 30/2/3 6thTweets for Email #3 (x3) 8th/9th 13th

#1 Impact

#2 Inform

#3 Engage


Why build your Brand?

ü Within your organisa=on •  Increase your visibility •  DifferenHate yourself from your peers

ü  Increase credibility in your customers •  Live & Breathe your company message •  Viewed as “trusted advisor” rather than just selling

ü  Externally •  Generate brand awareness and reach •  Build Industry ConnecHons •  Open New Career OpportuniHes / Recruitment


Don’t have the Time…

ü Get Mobile •  LinkedIn, Twitter, Instagram

ü Use Twitter Tools

ü Use existing Resources •  Blogs and Informational sites

•  Other company’s Twitter Pages

•  Leverage your Peers & Colleagues

ü  Link all your accounts •  Post once, post everywhere

ü  Plan it into your day! •  You only need 15 mins to have an impact


Don’t have the Time…

ü Get Mobile •  LinkedIn, Twitter, Instagram

ü Use Twitter Tools

ü Use existing Resources for content •  Blogs and Informational sites

•  Other company’s Twitter Pages

•  Leverage your Peers & Colleagues

ü  Link all your accounts •  Post once, post everywhere

ü  Plan it into your day! •  You only need 15 mins to have an impact


Ques=ons?

Ginger Kidd Senior Marke+ng Manager Salesforce UK

@gingerkidd_sf

uk.linkedin.com/in/gingerkidd

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