Roadmap to Web 2.0

Notes from Kemp EdmondsSocial Media Educator

http://j.mp/kempmay18

Photo by: st0l1 Remixed under creative commons license.

Kemp Edmonds (me)

• BCIT Marketing Graduate• SIFE BCIT• Spring Living Fair• Non-profits• BCIT’s Social Media Manager• Pragmatic Consulting & Hands-on Training• Social Media Educator

Some Reality

• 87% of Americans know of Twitter (Pew, 2010)• 7% have an account

• 88% of Americans know of Facebook• 40% have an account

• Your market may not widely use these tools.• How much is one customer worth?• How about one customer who refers five more?

More Reality

• Is your website ready to receive and convert?• Do you have positive customer testimonials?• Do you have a company blog?• Do people pick up the phone?• How quickly do you respond to email?• Social Media often comes last and should.

Old Marketing$$$$$$$$$$

New Marketing$ + Time

You know social media!

Big Picture Social Media

Business Intelligence

Program Management

Application Developmen

t

Business Intelligence: establish benchmarks, monitor conversations, measure ROIProgram Management: content strategy, campaign execution, community buildingApplication Development: tools to integrate, differentiate and support, social objectives

Building a strong foundation

• Listen• Engage• Be Human• Help & Share• Center your customer’s community• Set frequency and responsibility• Host events for your community• Build affinity and trust

Is this social media?

What is Social Media?

• Social = sharing, Media = information

• People share interests & activities, or People are interested in exploring the interests and

activities of others.

• Social media services provide ways for users to interact, such as e-mail and instant messaging.

See the power of Social Networking

Kris Krug’s Facebook Network Visualized

Social Networks V. Social Media

The Medium The Message

Why is it important to use and understand social media?

• Free (just time) OR Inexpensive• It is where the people are• Build relationships• Build contacts• Build sales• Find a job• Find a mentor• Find advice• Build your business• Build your brand• Connect with your audience and customers

theconversationprism.com

The Traditional Funnel

Hubspot.com

Hubspot.com

The New Funnel

Hubspot.com

Social Media is the grease in the marketing funnel

Understand your target audience first

Quantcast Feb. 2010

What income level are you targeting?

Quantcast Feb. 2010

What level of education do they have?

Quantcast Feb. 2010

25%PaidIgnored

75%Free+Traffic

SEO matters, Social Media helps

5 things everyone should know about Social Media

1. It’s called social media not social selling2. Don’t forget everything you already know

about marketing3. You’ve got to choose the right niche4. You have to engage5. You have to have goals

What’s Working for Small Business?

Connecting Authentically

Building real life Community

Trying new things

Being a hub

Actively engaging the community

How to effectively deliver your message on Social media

• Connect with people authentically• Be the Brand Evangelist not the Brand• Have a base of people to spread your message• Your message should match offline messaging• 80/20 Rule, Use it.

Free tools for Business

• Google Docs - Web-based Office Suite• Open Office – Free Office Suite• Dropbox – Online Storage• Mail Chimp – Email Marketing• Feedburner – Subscribe• Hootsuite - Social Networks • Doodle - Scheduling

FREE tools for online:• http://analytics.google.com• http://alerts.google.com • http://netvibes.com • http://slideshare.net • http://linkedIn.com • http://hootsuite.com • http://YouTube.com • http://Blogger.com OR http://Wordpress.org • http://bit.ly OR http://j.mp• http://search.twitter.com• Google URL Builder • Google Forms - http://docs.google.com • Facebook Advertising: http://facebook.com/ads

Tracking Example:Tools Used

• Google URL Builder• J.mp for link shortening and tracking• Facebook as the advertising medium• Google Analytics to track visitor behaviour

Google URL Builder j.mp Facebook

Google Analytics – your site

Tracking Process

Google URL Builder

J.MP OR BIT.LY

Tracking Example: Facebook Ad

This is one variation of the ad. We used 8 different ads and 4 targets for the same campaign

Totals from Facebook

Totals from j.mp (Double tracking)

J.MP Geographic Stats

J.MP Referrer Stats

J.MP - Referrer Stats: Digging Deeper

The importance of MADTargeting <25 can be expensive and ineffective25% of clicks came from Farmville…

j.mp/info/bcitpts

google.com/analytics

What does it all mean?

• You can track almost everything• Facebook users read ads and don’t click• The 1% rule• Putting a shortened URL in your ad helps• Fan pages allow you to leverage connections• Understand the Facebook user’s mentality

Why Use Ads?• Incredible Targeting• You get awareness for free• Great information about clickers• Cut through the clutter• Build brand awareness• Leverage your page - Friends of Fans

• People click through to your website

Effective Management

• Assign responsibility• Set some time aside to setup your profiles• A lot a small part of your day (30 minutes)• Don’t let things languish• Twitter (once/day)• LinkedIn (once/week)• Facebook Page (depends on expectations)• Blog (set a schedule monthly, weekly…)

DO

• Share, create and discuss• Connect, network and build relationships • Give credit• Get help/advice from others• Measure, measure, measure• Experiment, try, test, fail, learn, succeed.• Return to human communications

DON’T

• Think you are alone• Think this is advertising or sales• Always talk about yourself• Think if you build it they will come• Let your content languish• Use others content without permission• Think social media can replace anything else

How content theft can kill your career

Make people want to show others

Why people share:

Blogs for community engagement and thought leadership

Creative Commons

Criteria to determine which if any social networks to get started with

• Understand your customer• Understand social network demographics• Do you have the resources?• Establish need• Are you busy with clients already?• Long-term neglect will hurt• You have to have goals

5 THINGS TO REMEMBER

1. Learn to teach yourself by doing & googling2. Shorten and track everything3. Respect your personal brand online4. Use this skill set as a competitive advantage5. Connect beyond the digital world

Amplify your Social Media efforts

• By building a fan base• Through friends and past customers• Syndicate, Distribute, Guest blog• Understand different audiences• Social networking advertising

Find me online for more info

• This presentation: http://j.mp/kempmay18 • http://kempedmonds.com • http://twitter.com/kempedmonds • http://slideshare.net/kempedmonds• kempedmonds@gmail.com • Please Ask Questions…