calling brand ambassadors: let's get social
TRANSCRIPT
Calling Brand Ambassadors: Calling Brand Ambassadors:
Shelly Lucas@pisarose
““You are what you share.” ~ You are what you share.” ~ @LeadbeaterCh@LeadbeaterCh
Let’s Get SocialLet’s Get Social
Brands before social mediaBrands before social media
This is who we are, what we do, what we know, and what we sell…
SurveysFocus groupsNet Promoter
ScoresCustomer
service Sales interactions
Product reviews
Brands in a social worldBrands in a social world
People are talking about you….
Brands: no longer the Brands: no longer the loudest voiceloudest voice
And others are
And others are
listening…listening…
……even if you even if you aren’t.aren’t.
Brands’ social challengeBrands’ social challenge
“Controlling the conversation is like forcing a date to go well.”
~ @chrisbrogan
We can steer the We can steer the conversationconversation
Help buyers and influencers Help buyers and influencers navigatenavigate
* online explorations* online explorations
* impromptu conversations* impromptu conversations* content consumption* content consumption
Listen, respond, share, Listen, respond, share, recommendrecommend
Imagine: mapping “hotspots” throughout the buyer’s journey!
Use social for good!Use social for good!
“Social networking is about building people up in your network, NOT tearing them down.” ~ @Turner_Tasha
As employees, we all As employees, we all represent brands.represent brands.
The same applies to The same applies to brands.brands.
How are you using How are you using social to build yours social to build yours
up?up?
Social media policiesSocial media policies
12 - 12 - 201212 - 12 - 2012
Social media policiesSocial media policies
Mutual protection for you
Mutual protection for you
and your company.
and your company.
It isn’t just a bunch of It isn’t just a bunch of legalese…legalese…
Or a bunch of prohibitions…Or a bunch of prohibitions…
It’s the beginning of It’s the beginning of a…a…
A transformationA transformation
How we work
How we
help
How we think
How we work together
Social currencySocial currency
B2B buyers trust (and buy from) those whom they know.
A big part of knowing a business…
is knowing the people who work there.
40% of organizations say at least 50% of 40% of organizations say at least 50% of their employees use social networking their employees use social networking
for work. for work. @McKinsey_MGI 2013 study@McKinsey_MGI 2013 study
PRESENTATION TITLE AND COMPANY PRESENTATION TITLE AND COMPANY NAMENAME
Good judgment is a mustGood judgment is a must
Use social networks
thoughtfully…
The world is listening.
Tweet and post with careTweet and post with care
Make intelligent and informed Make intelligent and informed decisions. decisions.
Act in the best interest of Act in the best interest of your company.your company.
If you wouldn’t want your If you wouldn’t want your boss to read it, don’t post boss to read it, don’t post
it.it.
Know the corporate Know the corporate narrativenarrative (via @berkson0) (via @berkson0)
Vision, founding Vision, founding principles, ethosprinciples, ethos
Messages, themes,
Messages, themes,
aspirational
aspirational
elementselements
What your business is
What your business is giving to the world—
giving to the world—products, services,
products, services, actionsactions
Define your nicheDefine your niche
Your expertise
Your business objectives
Audience’s informational
needs
Sweet spot
Fill a Fill a needneed
Be consistent
Be human
Offer a Offer a clear POVclear POV
Avoid “sale
s speak
”
Strive to offer “best of breed”
content* @joepulizzi, Epic Content Marketing
Select your platformsSelect your platforms
✴ Where is your intended audience being socially active?Where is your intended audience being socially active?
✴ Which platform works best with your schedule?Which platform works best with your schedule?
Constantly traveling or in meetings? Twitter may not
be for you.
Find a buddy!Find a buddy!
““The true delight is in the finding The true delight is in the finding out rather than in the knowing.” out rather than in the knowing.”
~ @IsaacAsimov~ @IsaacAsimov
Share best practices, ask questions, discuss observations, brainstorm content ideas
Nobody has the social space “figured Nobody has the social space “figured out.” out.”
It’s constantly evolving.It’s constantly evolving.
