Competing in a Social Economy

1. Competing in a Social Economy Alan See Chief Marketing Officer AlanSee@AlanSee.com http://www.linkedin.com/in/alansee/

2. Agenda • Social Media: The Perfect Executive Storm • Listen to your leadership team discuss social media • The social media ecosystem • Strategy … Technology … Processes • YOUR “To Do” List • Learn • Brand • Experiment

3. Social MediaGenerating the perfect executive storm … “The National Doppler Radar System has indicated that local conditions are right to produce severe weather. High winds, damaging hail, and flash floods are likely products of this storm. Seek immediate shelter moving away from doors and windows.”

4. Social MediaHigh stress, damaging assumptions, and flash flood buzz words … “The CMO Alert System has indicated that conditions are right to produce severe leadership team turbulence. High stress, damaging assumptions, and flash flood buzz words are likely elements of your next team meeting. Seek cross-functional support immediately.”

5. Chief Executive Officer CEO: I hear about social media all the time now; but does Wall Street really care if we get social? I thought this would only involve your PR department.  What’s our competition doing? Social Media Sparks Interesting C-Level Conversations

6. Chief Financial Officer CFO:  Are we talking about decreasing expenses or increasing revenues with this strategy? On a side note; my kids told me that Twitter and Facebook are free … that’s great, no cost!

7. Chief Human Resources Officer HR:  Are we going to allow all employees access?  If so, what will that do to productivity?  Are we also going to use this for recruiting?

8. Chief Information Officer CIO:  What about network security?  By the way, we can’t allow everyone to be downloading all these new untested desktop social applications.  And don’t even get me going about the mobile device angle.

9. Corporate Legal Counsel Legal:  I’ll need to consider our risk and exposure.  Now, who did you say was going to be blogging and tweeting?

10. Chief Sales Officer Sales:  Are we using this to generate sales leads or is it about customer service?  If it’s about leads, will the quality be any good?  Should sales really be involved with this stuff?  How does this impact my call center?

11. Strategy – Technology – ProcessesAlignment with the customer’s buying process: Awareness; Information Gathering; Evaluation of Alternatives; Purchase & After-Sale Service

12. Your To Do ListWhat does the word “tablet” mean to you? #1. Be a lifelong learner

13. Your To Do List#2. Treat yourself like a brand.

14. Your To Do List#3. Little experiments “on your own” … get connected.

15. Personal Branding Homework - Fast Start • Personal Branding Email Address / Sign In & Password • firstnamelastname@gmail.com(Yahoo, Gmail, etc) • Use a spreadsheet and try to be consistent with your sign in & password across all social media platforms • Personal Branding Portfolio • Professional picture • Professionalcontent • Know Your Social Media Platform Strategy & Get Connected • http://www.linkedin.com/ • http://twitter.com/

16. Thank You! Alan See Chief Marketing Officer AlanSee@AlanSee.com http://www.linkedin.com/in/alansee/

17. Dupont ChartThe relationship between key ratios and components of a business

18. “The Only Profit Center is the Customer” ~ Peter Drucker

19. Building Your Social Network Listen: Understand what your network is saying Cover Your Network Participate: Jump into conversations – but don’t go straight into a sales pitch Create: Content is King. Be a resource – or find the resource TRUST AUTHENTICITY TRANSPARENCY RESPONSIVENESS Networking Pillars Be Realistic: Meaningful relationships are not built overnight Be Positive: View the process as an opportunity to help others Networking Foundation Be Prepared: Spend time thinking about what information and insight you can share Be Proactive: Nurture and maintain your network

20. Case StudyPersonal Branding: Alan See • Social Media Platforms • http://www.linkedin.com/in/alansee • http://networkingexchangeblog.att.com/author/alan-see/ • http://twitter.com/AlanSee

21. Case StudyResults: Google search on Alan See … Page #1 Organic Results Blog LinkedIn Twitter

22. 8 Mandates for Social Media Marketing SuccessAuthor: Kent Huffman MindLeaders Success Story: Small/Medium B2B Organization Submitted by: Alan See, CMO at MindLeaders

23. The ChallengeBuild a “Social Marketing 2.0 Organization”

24. The SolutionIntegrated, content-based marketing programs promoted through social media • Communication Channels: • Twitter, LinkedIn, Facebook, Search • Newsletter sponsorship email blasts • Microsites (HCI, Squidoo) • Custom email blasts • Banner Ads • Print Ads • Content Artifacts: • Talent-Ready Assessment • Learning-Ready Assessment • Leadership-Ready Assessment • TalentGuides • Free Courses (Sexual Harassment) • White papers & Benchmark Reports: • UX White paper • TRA Benchmark • Managers as Lifelong Learners • Twitter for Branding • Blogs, Tweets, LinkedIn/FB posts • Media Partners: • Social Media (Twitter, Blogs) • Human Capital Media: Publisher of Talent Management Magazine • Human Capital Institute (HCI.org) • WorkForce Magazine • LRP Publications: Publisher of Human Resource Executive • Google Ad Words * 2012 MindLeaders developed content

25. The Results Social Platform Metrics (9 months) TwitterJan 1, 2012                          Oct 1, 2012          Growth Followers            2,495                                     12,290                   500% Klout                     41                                           63                           54% Listed                    37                                           402                         +1,000% Tweets                 454                                         2,446                     540% LinkedIn Corp Follows                 483                                         911                         190% Group Members            209                                         460                         220% Facebook Likes                             554                                         1,045                     190% Campaign Metrics ( May – August … 4 months) 2,100 leads … cost per lead < $40 … opportunities created (currently) 100%

26. The ResultsLead Generation Campaign Calendar

27. Twitter (Promoted Tweets Program) … This program is like Google Adwords. You bid for impressions. • Spend: $5K per month (I capped it at this amount). Total spent $25K over 5 months. • Twitter originally wanted the spend at $10K per month in order to get a dedicated acct manager. • Promoted the following: • White paper: Managers as Lifelong Learners • Talent-Ready Assessment • Learning-Ready Assessment • Leadership-Ready Assessment • Free Sexual Harassment Course • White paper: Twitter for Branding • TalentGuides • Food & Alcohol certification • Results: • 1.56M impressions • 12.8K clicks • 455 Retweets • 39 @replies • 267 leads • Summary: • While $93.63 is at the high-end of what I like to pay for a lead I believe the extra “branding / awareness” driven by this channel (over 1.5M impressions + 455 retweets) was well worth the value. According to Salesforce.com opportunities created though September nearly 100%.

28. Workforce • Spend: $14,000 total • Digital only. Email + Newsletter blasts. • $20 per lead for total of 700 leads (lead = companies with 500 – 5,000 employees) • Promoted the following: • Talent-Ready Assessment • Learning-Ready Assessment • TalentGuides • White paper: TRA Research Results • White paper: Branding on Twitter • White paper: Managers as Lifelong Learners • Free Sexual Harassment Course • Results: • 1,465 leads • Summary: • At $9.56 per lead and 2.5X created in opportunities. Example: June 12theMail blast from WorkForce Magazine

29. Talent Management Magazine (Human Capital Media) • Spend: $20,000 total • 2 full page print ads • 4 mail drops (5K each = 20K total names) • 2 months banner presence on website (20K impressions) • Promoted the following: • Talent-Ready Assessment • Learning-Ready Assessment • TalentGuides • White paper: TRA Research Results • White paper: Branding on Twitter • White paper: UX • Free Sexual Harassment Course • Results: • 226 leads • Summary: • At $88.50 per lead again kind of high. In all fairness though I knew the print ads would not drive leads (total of 14) and was doing that element for branding purposes only (and to pump up our sales force since they always seem impressed when they know print ads are going out). Newsletter blasts and email blasts gave decent results.

30. June 12theMail blast from Human Resource Executive Magazine • Human Resource Executive (LRP Publications) • Spend: $20,730 total • Digital program only (email + Skyscrapper banner) • 2 Newsletter sponsorships (100K names each) • Single mail drop (100K total names) • 1 month banner presence on website (expected 30K impressions) • Promoted the following: • Talent-Ready Assessment • TalentGuides • White papers: various • Free Sexual Harassment Course • Results: • 88 leads • Summary: • I know $235 per lead sounds terrible. However; we actually generated 1X in opportunities and closed $5,250 in business through August.

31. HCI.org … microsite / Learning Track … one year sponsorship • Spend: $12,000 total for full year ownership • Branded Learning Track • 2 webinars • Promote the following: • CrossKnowledge partnership / products • MindLeaders white papers • MindLeaders blogs • Results: • 50 leads in salesforce.com • Summary: • I’m not a fan of webinars; but this microsite seems to drive some decent traffic to MindLeaders.com that ends up converting into leads.

32. Thank You! Alan See Chief Marketing Officer AlanSee@AlanSee.com http://www.linkedin.com/in/alansee/