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Keeping Up With Social Media
aka Everything You Wanted to Know About Social Media But We’re Afraid to Ask
Social Media Magic Doesn’t Happen
Conversation vs. a Conversation vs. a BroadcastBroadcast
Engage & have conversations with consumers, partners, employees, investors
Build stronger and better relationships
Monitor your brand, products and services
Improve customer service
Competitive intelligence
Drive new sales and leads
Facebook: 485M registered users; 225M in October 2009
Twitter: 80 million users; 30 million a year ago
YouTube: Delivering 2B streams/day, compared with 1B in October 2009
LinkedIn: 65 million members
13.2 million Facebook users in Canada, 7th-largest population globally
3M Twitter users – 4th most users globally
17M YouTube users – world leaders
57% of online Canadians use social networks at least once a month; 82% of Gen Y consumers use social networks each month
Canadians Are Using Social
Media
Yet, many companies are still afraid to embrace social media.
Don't understand it
Don't know how much it will cost
Can’t see how to measure ROI
They’ve had a bad experience with social media
AND
Many services are free but…….
It takes time, money and resources to implement and effectively run social media
programs.
Social media well is far from glamorous. It takes time and involves a lot of blocking and tackling on a daily basis.
It’s A Lot of Work
Yes, but…
The tools are cool but even the best tools are worthless without a clear goal of what and how they should be used.
Wrong
It needs to be integrated into your marketing and sales activities
Social Media is All About the Social Media is All About the NumbersNumbers
Nope…Size Doesn’t MatterNope…Size Doesn’t Matter
ROI depends on how you define investment
That’s Wrong, TooThat’s Wrong, Too
Social Media in Three Social Media in Three StepsSteps
DiscoveryDiscovery
StrategyStrategy
TacticsTactics
Blogs…Still Alive and Well
Jeff Jeff WienerWiener
Easier and quicker than a blog; multiples updates per day
Lets you be part of the conversation; real-time discussions
Can be used for a variety of purposes such as customer service, feedback/suggestions, news/info updates, ideas, writing/freelance
projects
Source: Sysomos
Facebook Users Facebook Users (Globally)(Globally)
Canadians Love Watching VideosCanadians Love Watching Videos
Sadly, Not Enough Sadly, Not Enough CompaniesCompanies
Monitoring/Measurement
- Activity- Sentiment - Demographics- Location- Web Site Traffic- Leads- Sales
What Do You Measure?What Do You Measure?
Let’s Take a 20-Minute Break
Get OrganizedGet Organized
Define Your Priorities
Create an editorial Create an editorial scheduleschedule
Capture ideas any time, anywhere
Cross Pollinate
The New ToolsThe New Tools
The Old ToolsThe Old Tools
Writing ToolsWriting Tools
Variety is the Spice of Variety is the Spice of Life..and BlogsLife..and Blogs
Exercise
The OPP gave Gumball 3000 rally drivers something to chew on when they came through the province.
At least one of the ritzy rally vehicles, a 2009 Dodge Charger from California, was impounded by Northumberland OPP for allegedly going 179 km/h along the 100 km/h Hwy. 401.
The same car was stopped hours earlier by the OPP near Marysville for doing more than 140 km/h, police said.
Cops impounded the Charger for seven days and suspended the driver’s license.
Cops chew up Gumball rally speeders
A Fan Page is designed to promote a business or a brand
You can post information, participate in discussion and share photos, videos and news.
Fan pages are visible to unregistered people and are indexed by the search engines
The number of Fans you can have is unlimited (the Friend limit on a personal profile is 5,000).
When someone ”likes” a Fan Page, it’s published in their News feed for all of their Friends to read. This helps spread the word about your Fan Page and helps you gain new Fans.
The BenefitsThe Benefits
- Customize it- Make it sticky by providing information,
entertainment and educational material- Provide lots of content (Wall posts, photos,
videos)- Make it interactive (polls, contests, surveys)- Make it an integrated part of your online
portfolio along with your Web site, blog, etc.- Engage with your community
How to be SuccessfulHow to be Successful
- Share information (blog posts, newspaper and magazine articles, online services, videos)
- Customer service- Feedback- Product development- Q&A
Why?Why?
A tool that automatically publishes your RSS feed into your Twitter account. An easy way to promote new blog posts and other
content.
Free service – much like Google Alerts – that send notifications via e-mail when someone mentions a word, name or phrase on Twitter.
- Increased Visibility- Improved Connected-ness- Better relationship with Google- Research tool for potential employees,
partners, suppliers- Resource tool- Win new business and find job/project
opportunities- Promote your business, blog, social media
presence
The Benefits of LinkedInThe Benefits of LinkedIn
ExerciseExercise
Your ProfileYour Profile
Let’s Take a 20-Minute Break
U.S. Video Viewership in U.S. Video Viewership in AprilApril
The Benefits
- People love watching videos- Google loves videos- Videos are great content that can be used
for communications, marketing or sales purposes
- They can be entertaining, funny or educational
What to DoWhat to Do- - Set up a YouTube AccountSet up a YouTube Account- Create a YouTube Channel- Create a YouTube Channel
- Create Content- Create Content- Upload Content- Upload Content
Location-Based ServicesLocation-Based Services
And There’s More…And There’s More…
The Importance of Telling The Importance of Telling Great StoriesGreat Stories
Good Stories Are More Good Stories Are More Important Than EverImportant Than Ever
Time-strapped
consumers
Time-strapped
consumers
Fragmented
blogosphere
Fragmented
blogosphere
Fewer traditional
media sources
Fewer traditional
media sources
Lots of noiseLots of noise
We Can All Be Great Story We Can All Be Great Story TellersTellers
Steve Jobs: Master Steve Jobs: Master StorytellerStoryteller
So, What’s Good Story?So, What’s Good Story?
A Good Story
Interesting
Engaging
EntertainingInformativeAuthentic
Educational
Don’t Forget About the Don’t Forget About the AudienceAudience
Mark Evansmark@markevans.cawww.markevans.ca
Twitter: @markevans416-669-7028
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