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