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Stanton Chase International Social Media Update, Bogota, 2011

Social media update, bogota, 2011

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Aroport dOttawa

Stanton Chase International

Social Media Update, Bogota, 2011

1

Content

General BE StructureReview of Strategy, Objectives, Deliverables & Content PlatformCase Study, Financial Services in the Middle EastThe StantonChase.com Social Media Face-LiftOur Social Media Presence & UsageSCI Social Media Guidelines & Best Practices

BE Content & Structure

Branding & Marketing Strategy Marketing CollateralPublic Relations & Brand DevelopmentSocial Media , Stimulate Growth for PGs and RegionsDiversity, Create a Team / PracticeBest PracticesOne Face to the ClientBrand ComplianceSchemaTraining & DevelopmentMarket Analysis & Product DevelopmentCompetitive Analysis Gap Analysis Current Service Portfolios AnalysisProduct Development StructureAESCEnhance benefits & Explore new services

North America

Latin America

EMEA

ASPAC

Social Media review

Review of Strategy, Objectives, Deliverables & Content Platform since Lisbon

Social Media

Build a Blog / Newsletter / Brand

Hire a Ghostwriter

Write on Your Own

Incoming Links

Optimize

Video

Podcast

Add Value

Target

Micro-Blog It / Twitter

Facebook

LinkedIn

Newsvine

Etc

Friends

Business Relations

Presentations

Write

Expertise

SOCIAL MEDIA STRATEGY

SOCIAL MEDIA STRATEGY

Become a Firm of Endearment amongst global C-Suite Executives, by building a strong Integrated Content Platform and strategy that engages them, and deliver first class Added Value Content that invigorates & engages with our audiences on a structured variety of topics, engage Intellectually with Leaders, drive Online Traffic to and around our websites, personal profiles, and content, and position ourselves as experts on key issues of concern to our client executives, with the purpose of capturing leads that translate into business.

The Message No Content = No Social Media

Key Objectives Social Media 2011

PLANNED

Stanton Chase become a firm of Endearment amongst global C-Suite executives. In order to achieve that goal we need to:Build a strong Content Platform and Strategy that engages them through our Social Media activityDeliver first class, added value content that invigorates and engages with C-Suite Executives

Key Objectives Social Media 2011

DELIVERED

Delivered the ExecutiveNewswire.com platform which has tremendous usage across Stanton Chase and viewership across regions.

Key Issues Social Media 2011

DELIVERED

165 Articles 7 Pages50 Categories 5,403 Unique Visitors15,900 Page Views

Readers from 107 Countries

Top 20 Countries

1. United Arab Emirates2. United States3. Greece4. India5. United Kingdom6. Turkey7. Romania8. Canada9. Bulgaria10. Saudi Arabia

11. Germany12. Czech Republic13. Switzerland14. Qatar15. Australia16. Belgium 17. Netherlands18. France19. Lebanon20. Egypt

Traffic Source Overview

Top 15 Traffic Sources

1. Direct2. Google Organic3. LinkedIn4. Facebook5. SurveyMonkey6. Yahoo7. Bing8. Google +9. Facebook Mobile10. Ask

11. AOL12. Baidu13. Twitter14. Mail15. Live

Offices Generating Content

Top Content Contributors

AthensTurkeyBudapestIstanbulLisbonSofiaViennaZurichChicagoDallas

11. China12. Mumbai13. Dubai14. Baltimore

Key Objectives Social Media, 2012

NEXT STEPSBuild a Content / Publishing Calendar for 2012 that involves different consultants & partners from a number of offices, across regions, which represents and addresses Executive and Leadership Capital concerns that our clients are facing, and drive it. A more agressive call for readership, subscriptions and membership.Enhance our online presence by face-lifting our online presenation of people, offices and corporate brand, by interconnecting our Intranet, Internet, and other Social Media, allowing us to be more connected, reachable and networked.Present Key Guidelines & Best Practices for using Social Media within Stanton Chase International

CASE Study: Financial Services

How Shane Phillips penetrated into a heavily guarded Financial Services Sector, and achieved a Blue Ocean Offering using Social Media.

Case Study: Financial Services ME

PROBLEMFinancial Services in the Middle East is characterized by strong boutiques presence that offers highly specialized expertise, with strong presence in key global markets. Extremely difficult to penetrate by a global firm which is NOT strong in Financial Services, and little to no stable presence in key global FS HubsClients are hardly willing to entertain even a casual meeting with our consultantsWe needed a strategy that will help us penetrate into clients

Social Media

Build a Blog / Newsletter / Brand

Hire a Ghostwriter

Write on Your Own

Incoming Links

Optimize

Video

Podcast

Add Value

Target

Micro-Blog It / Twitter

Facebook

LinkedIn

Newsvine

Etc

Friends

Business Relations

Presentations

Write

Expertise

SOCIAL MEDIA STRATEGY

Case Study: Financial Services ME

SHANES ACTION PLANBRAND STRATEGYDecided on a Brand Strategy that will penetrate past all the barriersRISK as a Vehicle into a Strong Financial Services PresenceEstablish Shane Philips as THE reference on RISK mattersCREATE CONTENTEstablished Boardroom Strategies Business Breakfast SeriesBSBB #1: The Changing Role of the COO, Panel Discussion, highlighting RISK as a major trending Issue for last 20 years.BSBB#2: RISK Management, 2 Hour Training breakfast with Jan BladenSetup a LinkedIn Group: Risk Middle EastSetup a Blog for Himself: ShanePhillips.net Wrote a series of Articles in and around Risk & Posted them on LinkedIn Group, Executive Newswire, Blog.Setup a deal wit CEO Middle East Magazine to Interview the top 3 CEOs in the Middle East in Financial Services.

Case Study: Financial Services ME

RESULTSHe was contacted and approached by James Lam, the first person in the world to take on a CRO role, who found his discussion on RISK through LinkedIn. Now setting up a Global Webinar with him and a local Paid Seminar.He Secured Interviews with the Three CEOs he was targeting because he surrounded them with his Content, so that when he approached, they were open to the conversation.He created a strong turnaround, from no assignments from Nov 10 to April 11, to billings of 450,000 USD from May 11 to October 11. He is now being invited to meet with some of the strongest local and international banks based in the UAE and Saudi Arabia. He has submitted additional Proposals to the tune of 300,000 USD in addition to the already existing billings. He transformed his unsuccessful Push Strategy into a Pull Strategy, where clients are calling him for meetings.

Website / Social Media Face-lift

Enhancing our Personal & Corporate Brand and Networkability through Social Media

Suggested Face-Lift Elements

A Socialized Home PageAn Enhanced office pageV-Card, Follow Office, ShareA more concise, light Team pageV-Card,Click through to an enhanced Individual PageSeamless Self-Customization of Individual Internet page thru Intranet Access

The Home Page

Our Social Media Presence

How we appear on LinkedIn, Twitter, YouTube, Facebook, etc

Our Presence on Social Media

LinkedIn

Company Page = 5Groups = 11Team = 486 ProfilesJob Postings = 1 + 6

Considerations

Do we consolidate under one company Page or open it up to Offices to create different company pages.Should we offer Jobs / Promotions in groups?Should we offer job posts in careers or groups? Is it OK to Post a Job for an internal position of Researcher or consultant? Should we show Follow Us on LinkedIn on our Website homepage?

Our Presence on Social Media

Twitter

Tweets = 59Followers = 102Following = 0

Considerations

Is it time to start tweeting all Articles and Posts from ExecutiveNewswire to our twitter account? Should we show Follow Us on Twitter on our Website homepage?

IMPORTANT: We need an active action plan to grow our follower base!TARGET: 4,000 followers by Dec 12

Our Presence on Social Media

Facebook

Pages = 3Groups = 3

Considerations

Shouldnt we be regulating SCI Activity on Facebook rather than just saying no to it? If we ignore it, does it not effect our branding to be presented in a poor image? Should we continue with Pages and Groups, and get offices to manage their own within guidelines? IMPORTANT: Consolidate under one Company, Stanton Chase International. Develop a Branded Company Page consistent with our branding.

Our Presence on Social Media

YouTube

Videos = Around 15SC Channels = 4Ind Channels = 10

Considerations

Should we consider a consolidated Stanton Chase International Channel with more than 15 videos.

IMPORTANT: Consolidate in a Single ChannelPromote Channel to get subscribersBrand the Channel to comply with SCI Image / Colors / Branding.

SCI Social Media Guidelines & Best Practices

What to do & what to avoid while using social media tools

Hot Issues

To Post or Not to Post? Consolidation of Social Media ActivitiesHow-To & Best Practice Guides for Social Media in GeneralSpecific Guidelines on how to use LinkedIn, Twitter, Facebook, YouTube to have one face to world.

Execution Plan

Deliver All by November 2012First Stage Chicago, April 2012Second Stage Zurich, November 2012