The Rules of EngagementCreating aSociable! Brand

What has changed about the way you get information and communicate?

The Social Web

Getting Branded

Social Media

• Belongs to everyone• Is mostly user generated content• Is about connecting people to people• Real not polished• Is not totally scalable• A listening tool• A community building tool

Rules of Engagement

#1 Stop pitching and start connecting#2 Doers win in the game of social media#3 It’s not about you#4 Be fearless in your contribution to

community#5 Don’t be a social spammer, engage#6 Be authentic#7 Be consistent

#1 Stop pitching and start connecting

#2 Doers win in the game of social media

• Results take time• People expect you to be fully engaged and

consistent.• Create content• Create unique, value added content

Thought Leader

Reactively

Proactively

Passively

Disengaged

Engaged

Social Media M

atrix™

Thought Leadership

“Leadership is influence.” - John C. Maxwell

Influence = Action

• Message gets passed on• Get linked to• Changing or molding views• Registering and attending events• Solving problems• Getting feedback• Listening and creating brand and relationships• Generating dialogue• Getting press• Capturing an e-mail address or contact info

If you sound like everyone else you’re not a leader.

http://tv.winelibrary.com/2006/12/15/how-to-get-your-wine-palate-trained-episode-148/

Differentiate

• Format• Opinion• Medium• The amount of contribution• Extend offerings• Expand relationships• Entertain• Contrast

Influencing Thought LeadersLeveraging Efforts

• Meet in person• 1st to break news• Review products or programs• Exclusive value adds for their network• Profile them on the blog or other spaces• Collaborate on whitepapers or articles• Help them by sharing your network

Rule #3 It’s not about you

90% connection, contribution and community, 10% content and commerce.

Corporate Blogging Errors

✘Marketing materials and brochure ware✘Endless event announcements with no added

value✘Cut and paste corporate announcements and

press releases✘Product and service pitches✘No comments or heavy moderation✘Not a personal voice

Good Social Media

Is a pillSolves a problemHelps people achieve their dreamsPromotes people’s dreamsConnects peopleCreates communityProvides community platformsTransparent

Rule #4 Be fearless in your contribution to community

• Full articles• Free events• Podcasts• VIP treatment• Extra mile to help

Rule #5 Don’t be a social spammer

Rule #6 Be Authentic

• Old World Marketing• Perfect• Well crafted• Heavily edited• Damage control• Build a list• Push campaigns

➞ Social Media Marketing➞ Human➞ Down to earth➞ Free flowing➞ Open conversation➞ Build a community➞ Listening and timed

dialogue

Rule #7 Be consistent

• Timing• Personality• Formats• Topics• Listening / Access• CMA Brand & Your Brand

Social Media is Not a Video Game

http://www.agent-x.com.au

We need to get real

Trolls, Nay Sayers and the Crowd

Trolls

• Looking for attention• Usually anonymous• Not worth promoting

publicly via your blog, Twitter or otherwise

Critics

Some people may seem mean, but they might be right.

Negative Feedback

• Is a branding opportunity:– Don’t delete– Thank them– Be open– Invite them back on your turf– Give them credit– Be personal – Know your facts

Take a stand

• Not everyone has to agree with us.

• Being safe is being part of the noise.

• Momentum will create friction.

The Sociable! Code of Engagement #1) Treat every action as if it will be recorded for eternity. #2) Talk about what you know. #3) Get Engaged. #4) Give credit where credit is due #5) No Spam #6) Know when to Zip it #7) This is not a video game #8) Be open to all feedback #9) Digital rights #10) Be Sociable!