Marketing, Communications and Public Relations 2.0

Social Media Magic Doesn’t Happen

Conversation vs. a BroadcastConversation vs. a BroadcastConversation vs. a BroadcastConversation vs. a BroadcastConversation vs. a BroadcastConversation vs. a BroadcastConversation vs. a BroadcastConversation vs. a Broadcast

Why is Social Media a Big Deal?Why is Social Media a Big Deal?Why is Social Media a Big Deal?Why is Social Media a Big Deal?Why is Social Media a Big Deal?Why is Social Media a Big Deal?Why is Social Media a Big Deal?Why is Social Media a Big Deal?

Engage and have conversations with consumers

Build stronger relationships

Monitor your brand and products

Improve customer service

Competitive intelligence

The Benefits of Social Media

FacebookFacebookFacebookFacebook: 485M registered users; 225M in October 2009

TwitterTwitterTwitterTwitter: 79 million users; 5million a year ago

YouTubeYouTubeYouTubeYouTube: Delivering 2B streams/day, compared with 1B in October 2009

LinkedInLinkedInLinkedInLinkedIn: 65 million members

13.2 million Facebook users in Canada, 7th-largest population globally

3M Twitter users

57% of online Canadians use social networks at least once a month; 82% of Gen Y consumers use social networks each month

How Canadians

Use

Social Media

Yet, many companies are still afraid to embrace Yet, many companies are still afraid to embrace Yet, many companies are still afraid to embrace Yet, many companies are still afraid to embrace social media. social media. social media. social media.

Why?Why?Why?Why?

Don't understand itDon't understand itDon't understand itDon't understand it

Don't know how much it will costDon't know how much it will costDon't know how much it will costDon't know how much it will cost

CanCanCanCan’’’’t see how to measure ROIt see how to measure ROIt see how to measure ROIt see how to measure ROI

ANDANDANDAND

Many services are free butMany services are free butMany services are free butMany 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, butYes, butYes, butYes, but…………

The tools are cool but even the best tools are worthless without a clear goal of what and how they should be used.

WrongWrongWrongWrong

It needs to be integrated into your It needs to be integrated into your It needs to be integrated into your It needs to be integrated into your marketing and sales activitiesmarketing and sales activitiesmarketing and sales activitiesmarketing and sales activities

Social Media is All About the Social Media is All About the Social Media is All About the Social Media is All About the Social Media is All About the Social Media is All About the Social Media is All About the Social Media is All About the

NumbersNumbersNumbersNumbersNumbersNumbersNumbersNumbers

NopeNopeNopeNopeNopeNopeNopeNope……………………Size DoesnSize DoesnSize DoesnSize DoesnSize DoesnSize DoesnSize DoesnSize Doesn’’’’’’’’t Mattert Mattert Mattert Mattert Mattert Mattert Mattert Matter

ROI depends on how ROI depends on how ROI depends on how ROI depends on how youyouyouyou define investmentdefine investmentdefine investmentdefine investment

ThatThatThatThatThatThatThatThat’’’’’’’’s Wrong, Toos Wrong, Toos Wrong, Toos Wrong, Toos Wrong, Toos Wrong, Toos Wrong, Toos Wrong, Too

Social Media in Three StepsSocial Media in Three StepsSocial Media in Three StepsSocial Media in Three StepsSocial Media in Three StepsSocial Media in Three StepsSocial Media in Three StepsSocial Media in Three Steps

DiscoveryDiscovery

StrategyStrategyStrategyStrategyStrategyStrategyStrategyStrategy

TacticsTacticsTacticsTacticsTacticsTacticsTacticsTactics

Blogs…Still Alive and Well

Jeff WienerJeff WienerJeff WienerJeff WienerJeff WienerJeff WienerJeff WienerJeff Wiener

� 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

Source: Sysomos

Facebook Users (Globally)Facebook Users (Globally)Facebook Users (Globally)Facebook Users (Globally)Facebook Users (Globally)Facebook Users (Globally)Facebook Users (Globally)Facebook Users (Globally)

Canadians Love Watching VideosCanadians Love Watching Videos

Sadly, Not Enough CompaniesSadly, Not Enough CompaniesSadly, Not Enough CompaniesSadly, Not Enough CompaniesSadly, Not Enough CompaniesSadly, Not Enough CompaniesSadly, Not Enough CompaniesSadly, Not Enough Companies

Monitoring/MeasurementMonitoring/MeasurementMonitoring/MeasurementMonitoring/Measurement

- Activity

- Sentiment

- Demographics

- Location

- Web Site Traffic

- Leads

- Sales

What Do You Measure?What Do You Measure?What Do You Measure?What Do You Measure?What Do You Measure?What Do You Measure?What Do You Measure?What Do You Measure?

Mark Evans

ME Consulting: www.markevans.ca

Phone: 416-669-7028

Twitter: @markevans

Blogs: markevanstech.com, twitterrati.com