going social: fernie chamber of commerce feb 24
Post on 17-Oct-2014
1.237 views
DESCRIPTION
Going Social: a workshop designed to explore the possibilities of the web and social media for small business. Delivered to a lovely audience at the Fernie Chamber of Commerce on February 24, 2011.TRANSCRIPT
![Page 2: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/2.jpg)
Agenda
![Page 3: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/3.jpg)
Agenda
1. Me, and you
![Page 4: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/4.jpg)
Agenda
1. Me, and you2. Social Web: An overview
![Page 5: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/5.jpg)
Agenda
1. Me, and you2. Social Web: An overview3. Tools of the trade
![Page 6: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/6.jpg)
Agenda
1. Me, and you2. Social Web: An overview3. Tools of the trade4. Why’s & How’s
![Page 7: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/7.jpg)
Agenda
1. Me, and you2. Social Web: An overview3. Tools of the trade4. Why’s & How’s5. Setting goals and metrics
![Page 8: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/8.jpg)
Agenda
1. Me, and you2. Social Web: An overview3. Tools of the trade4. Why’s & How’s5. Setting goals and metrics6. Questions and follow up
![Page 9: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/9.jpg)
About meAerin Guy
I am the co-founder of a digital strategy consultancy and web
development agency called SpaceRace. I work with companies
and individuals to develop and execute stuff on the web. I make websites. I launch products. I “do”
social media and PR . I write. I teach. I’m always online. It’s OK.
![Page 10: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/10.jpg)
me PublishingMarketing
Web StrategyPR
Community ManagementBlog
TweetEat
Sleep
![Page 11: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/11.jpg)
Pearson CanadaMcGraw Hill Canada
MySparkOntario Disability Employment Network
Totally ADDCharity Village
DreamBox LearningWiley Canada
The Wellesley InstituteNew Leaf Media
Pollywog Bog BooksChildren’s Aid Society of Toronto
Trillium FoundationEdvantage Interactive Science Publishers
Oxford University PressEarth Rangers
The Beach Lifestyle RealtyBregman Real Estate
49 Pixels
clients
![Page 12: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/12.jpg)
Text
People want to connect
![Page 13: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/13.jpg)
social media
![Page 14: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/14.jpg)
social media
• social media refers to the tools we use to communicate in a wired world
![Page 15: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/15.jpg)
social media
• social media refers to the tools we use to communicate in a wired world
• also refers to the online content we create
![Page 16: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/16.jpg)
social media
• social media refers to the tools we use to communicate in a wired world
• also refers to the online content we create
• also known as web 2.0 (and 3.0 with greater networking tools and collaborative capabilities in real time)
![Page 17: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/17.jpg)
shift• represents a shift in how people discover,
read, and share news and information; supports human need for interaction
• if I want you, I will find you
• transforms “broadcast” methods into “dialogues”
• democratization of information - content consumers to content producers WIKIPEDIA
![Page 18: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/18.jpg)
![Page 19: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/19.jpg)
some quick reasons
• espionage
• risk management
• engagement
• response
• re-branding
• fast information
![Page 20: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/20.jpg)
“An immensely powerful competitive advantage flows to organizations with people
who understand the power of real time information.”
- D. Meerman Scott, Real Time Marketing & PR
![Page 21: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/21.jpg)
![Page 22: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/22.jpg)
people use social networks to
• connect with other people
• share preferences
• group gripe
• join things
• stalk
![Page 23: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/23.jpg)
How would you react if, right now....
• your company is cited as “the best place to work” by your local newspaper?
• a customer raves about your customer service on an influential magazine site?
• a well-known industry analyst says on his blog that your company is too difficult to do business with?
![Page 24: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/24.jpg)
How about if.....
• a competitor announces they are lowering prices by 25%?
• your CEO is fired?
• In forums and chat rooms, people said your product poses a health risk?
• a huge company announces its intent to acquire your competitor?
![Page 25: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/25.jpg)
some benefits of using social media
• listen and learn
• publish valuable news and information
• disseminate quickly and effectively
• create or extend your brand personality
• engage in conversations and services
• efforts lead back to your website - your hub or repository of information
![Page 26: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/26.jpg)
Turn the bullhorn around
(Tara Hunt, The Whuffie Factor)
![Page 27: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/27.jpg)
community
![Page 28: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/28.jpg)
community
![Page 29: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/29.jpg)
community
![Page 30: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/30.jpg)
community
• today’s social media is about community
![Page 31: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/31.jpg)
community
• today’s social media is about community
• communities of practice
![Page 32: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/32.jpg)
community
• today’s social media is about community
• communities of practice
• communities of shared interests
![Page 33: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/33.jpg)
community
• today’s social media is about community
• communities of practice
• communities of shared interests
• communities solving problems
![Page 34: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/34.jpg)
community
• today’s social media is about community
• communities of practice
• communities of shared interests
• communities solving problems
• tomorrow’s social media....that’s literally 24 hours away
![Page 35: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/35.jpg)
!"#$%&'()*+%&()&,-*./01(2/&3'*4(567*,4(6#(8+9#$&6*(
:#,(;#<,(=<4%/*44(>7,#<07(?#@A*''%/0(?#/6*/6B(
!"#$%&'(%)*+,&!#-&.#-%(
![Page 36: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/36.jpg)
Connected
• what is influence?
• why do we trust our friends?
• who influences who?
• who’s influential in your audience? Can you find them? How are you going to find them?
![Page 37: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/37.jpg)
tremendous changes
• education
• healthcare
• government
• international relations
• art
• media
![Page 38: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/38.jpg)
The web is about conversations and
connections, not top down delivery
of information or messages.
![Page 39: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/39.jpg)
Web 1.0, 2.0, 3.0
![Page 40: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/40.jpg)
New goals?
![Page 41: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/41.jpg)
New goals
• share resources
• connect people
• establish presence
• fundraise
• create something
• expand
![Page 42: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/42.jpg)
New audience
![Page 43: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/43.jpg)
!""#$%&&%'(#)*+,-#./*-0''1#23-43#
5'64*-7#8-*9#:-4/&;#<9'='#>4-;%=7#!"#$%&'()*(+#,#
![Page 44: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/44.jpg)
!"#$%&$'()*+,$-.,/.$0%1$%2$,+,/3$4'35""$6*00*%2$7'1,.8$1/%-7.8$,+,2).$'24$(%66-2*)3$7'1,.
9+,/'1,$-.,/$(%22,().$)%$:"$(%66-2*)3$7'1,.8$1/%-7.$'24$,+,2).9;%-)$<"#$%&$='(,;%%>$-.,/.$'/,$%-).*4,$?@
@*2(,$.%(*'0$70-1A*2.$0'-2(B,4$*2$97/*0$C"D"8D"8"""$2,E$E,;.*),.$*2),1/'),$='(,;%%>$,+,/3$4'3
!""$F*00*%2$G$='(,;%%>$?.,/.
!!!"#$%&'(()"%(*
![Page 45: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/45.jpg)
New audience
• digital natives
• search
• subscribe
• mobile users
• formats
• beyond borders
![Page 46: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/46.jpg)
New channels
![Page 47: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/47.jpg)
!"#$%%$&'"($)*&+",-*"./-*01*)""
2034"506"7'"8&9:9;*"<4&/&"=-*)$/>"!"#$$"#" .&9-3*>":*343-9'34"
![Page 48: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/48.jpg)
New channels
• web
• video
• social networks
• blogs
• mobile
• content everywhere
![Page 49: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/49.jpg)
!"#$%&''&()##!"#$%&'(#)$$
*+$#',-./$/#%0$*%$$
0"#$1%0#)%#0$-%$23345$
6*&)7#8$9#//:$
![Page 50: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/50.jpg)
The socially enabled, 2.0 experience website
![Page 51: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/51.jpg)
when will your website be “social”?
• content strategy
• people will share your content
• people share good content and things they like with people they influence. that’s it.
![Page 52: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/52.jpg)
•content makes you findable
•content is share-able
•content is searchable
•content is worth talking about
![Page 53: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/53.jpg)
If I opt in....
• then you have the chance to tell me an amazing story about your company, your product, or something that I care about
![Page 54: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/54.jpg)
Great content moves people. It touches people at their human core and that - - the
ability to connect with human beings - - overcomes any and all budgetary deficits you might encounter in marketing today.
“
”Tom Martin, HelpMyBrand.com
![Page 55: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/55.jpg)
search exercise
• Imagine that you are someone else who is looking for information on your organization. Write down the types of search you would perform. What keywords would you use? Where would you check?
![Page 56: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/56.jpg)
Blogs
![Page 57: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/57.jpg)
!"#$%&''&()$!"#$%&'(#)$*+$(,*-.$*%$/"#$0%/#)%#/1$
2*&)3#4$5#..6$
![Page 58: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/58.jpg)
• high ranking in organic search
• at least 44% of all web interactions begin with search
• search engines love blog headlines, as they indicate what can be found on the page
• search engines also love blogs because they are frequently updated
• recent + relevant = RANKING!
blogging: Be FOUND!
![Page 59: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/59.jpg)
!!!"#$%&'($)*+$(,--,'.$,.$*//0
)1*$2,--,'.$3-'45$,.$*/)/
!!!"#$%&'($)*"+%,
![Page 60: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/60.jpg)
![Page 61: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/61.jpg)
!"#$%&&%'()#*+,,-.#/,(-#'(#*+%0,1#
/%(2,#3""4#
56'-'#71,8%-9#!"#$%&$'()*"$# /':12,9#;<.6<=&,#
![Page 62: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/62.jpg)
• Twitter is a real-time micro-blog,real time word of mouth
• 140 character max forces “tweets” to be powerful, concise and well-chosen
• follow and be followed, join a community
• highly searchable and customizable
• great way to provide links, respond instantly, and connect with “constituents”
![Page 63: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/63.jpg)
!"#$%&'($)(*$+&(,("&-.(/&)),0&(#$.1(,((
2334("5("1&(65'*78(915.5(3'&7$.4(!"#$%(
![Page 64: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/64.jpg)
Tweetdeck/Hootsuite
• most users access Twitter through a third-party application
• manage multiple accounts
• track mentions, direct messages, schedule content
• search discussions, topics, categories
![Page 65: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/65.jpg)
Location
![Page 66: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/66.jpg)
• location based social networks can drive customers into brick and mortar with the right promotions
• badges, mayorships, group discounts, awards
• game mentality
![Page 67: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/67.jpg)
Location Goals
• increase foot traffic?
• sell more of a particular item?
• more patrons at certain times of day?
• promote a specific product
• new customer acquisition?
• repeat customers?
![Page 68: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/68.jpg)
People
• Who are you trying to reach?
• Who is your audience?
• Where do they hang out?
• What’s the best way to reach them?
![Page 69: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/69.jpg)
Objectives
• What are you trying to achieve?
• Increase in membership? Brand repositioning? Better customer service?Leads?
• How will you measure your success?
![Page 70: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/70.jpg)
Strategy
• how will relationships with your audience change?
• What will be expected of you as an organization/company?
• How will you handle negative comments?
![Page 71: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/71.jpg)
Technology
• now you know who, why and how
• time to answer “what”
• Wikis? Community? FourSquare? Twitter? Facebook? Flickr? Video?
![Page 72: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/72.jpg)
Metrics
![Page 73: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/73.jpg)
Define success• welcome to metrics
• in order to define success, how are you going to measure it?
• the cost of equivalent benefits
• what are your indicators?
![Page 74: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/74.jpg)
social media response metrics
• comments
• “likes”
• Tweets, RTs, pingbacks, shares, references
• link love
• got none? uh oh!
![Page 75: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/75.jpg)
!"#$%&'()*+%&()#,%-#.%,/(0#''*$-1(2,'%,*(
)*,3#,1(4#.()*&15.*6*,-(&,+(7*18#,1*9(
:6&/*(0.*+%-;("5$<%-.&(=.%,-1(
![Page 76: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/76.jpg)
!"##$%&'()*$+#,()$+&-(.&"(-/$0&&*1$23)/#$4"#,(.5$!"#$%&'"($)$
![Page 77: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/77.jpg)
!"#$%&'(#")%*+$#"%*',#-'.#,/%0'')1%%
!2'-'%3.+$#-%!"#$!%&%"'(%
![Page 78: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/78.jpg)
a book!
![Page 79: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/79.jpg)
Building Capacity: 5 BIG ISSUES
• Inertia problem - most organizations were founded prior to the internet....they aren’t used to having control issues, intimate relationships with audiences, and they think they control their brands.
• Leadership issue - often the leaders are pre-internet. Difficult to get buy-in. Threatened. “This is a fad” “Our customers don’t want this”
• Advocate issue - who’s the squeaky wheel?
• Silo issue - “that’s marketing’s job”. “IT handles our web stuff” Believe me, neither should hold the keys to the kingdom.
• Fear issue - it’s all so new, and changes so quickly, budgetary responsibility
![Page 80: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/80.jpg)
Don’t buy it.
• would you trust the key conversations with your customers to an outsourced service?
• as a small biz, it’s something you can manage, and have to manage in order to glean helpful insights
![Page 81: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/81.jpg)
SEO?
• don’t farm this out either.
• you can’t “game” google.
• data scraping, penalties
• build it into your content strategy
• editorial calendar
• your website is the book you’re publishing
![Page 82: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/82.jpg)
Hot tips• Develop a deep understanding of your “clients”. Groups
who are successful are able to tap into the knowledge of who they are trying to build a relationship with.
• Connect people directly. Bringing people together can be scary. Power in numbers! Your value is in your ability to do this.
• Be open, ego free.....and let go of control. You never had it anyways.
• Emulate, innovate. Fail, experiment. Lather, rinse, repeat.
![Page 83: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/83.jpg)
Questions
![Page 84: Going Social: Fernie Chamber of Commerce Feb 24](https://reader033.vdocuments.mx/reader033/viewer/2022052819/5441f871afaf9f52208b4847/html5/thumbnails/84.jpg)
Thank you