Tania Shirgwin & Caroline Dunn Wednesday, September 21st, 2011

“We don’t have a choice on whether we DO social media,

the question is how well we DO it”

~ Erik Qualman

What is social media? Is social media a fad? Social media principles Why use social media? Social media strategy: craft a simple plan of action Your website as your central hub Blogging adds rich content & drives traffic to your website

Facebook LinkedIn

Twitter Other social networks and digital marketing tools Social media tips

“Social media” is a collective term for forms of online media which enhance and enable conversation and participation in the creation and development of content

“Traditional media” delivers only one-way

content

Social media is not just a fad – it’s a fundamental shift in the way the world communicates

Not just about kids & celebrities

largest user group between 35 and 44 years old fastest growth in 50+ age group

BUT remember – most Gen Y and Gen Z have not

experienced life without it New businesses will have social media built into their

DNA

Social media is NOT about technology – it’s about people, relationships and

conversations

offers the ability to be human online helps create ongoing two-way dialogue while communicating your brand

story

offers an opportunity to build loyal customers and informal brand ambassadors

is NOT about advertising: listening and engaging first and selling second

80/20 rule

platforms themselves won’t increase your business – they are simply tools – it’s all about how you use them

Levels the playing field Raises visibility & brand awareness Cost effective (low cost, not NO cost) Instant gate opener – peers, media AND

customers Builds community & engages customers Enhances customer service Educates and adds value Builds credibility and professionalism Drives customers to your website & improves

SEO

Determine (realistic) goals – what are you trying to achieve? Drive more traffic to your website Build your email/customer database list Sell more products/services Announce special offers /promotions & events Share news, videos and photos Get feedback from customers – reviews! Improve your relationships with your customers Search Engine Optimization

Determine Who are your target audience? What networks are they using? What are target audience interests? How are you going to reach them – tools?

Perform the Actions – Tactics Analyse results – Google analytics, insights, followers, plays, likes, comments Refine and repeat the process

Your website and domain name are core business assets

Expectation that all businesses can be found online Not strictly social media but should be the central hub of your online marketing

mix How can people find you? Online sales Mailing list

Tell your story with rich content to create and curate your legacy

photographs, videos, audio Keep it up to date! A neglected web site is akin to a shabby shopfront Interactive rather than a “brochure” Does not need to cost a fortune

function more important than form some highly-interactive feature-rich platforms such as WordPress.org are also the most cost-

effective

What is a blog?

Help engage your followers – it’s all about the conversation

Provide an opportunity to elaborate on your story with fresh, rich content

Excellent way to drive people to your website from social networks

Improve SEO with continual new content Tell stories, educate, inform, build credibility – set yourself up as a go-to

industry resource and build credibility

Always remember that what we might find mundane because it is part of our everyday lives can be fascinating to others.

Big Daddy of social networking

Over 750 million active Facebook users across the globe and 31% of Facebook users are on the site multiple times every day.

More complex, offering more functions – competitions, surveys, polls, events. Plus incl. more brand information, longer posts with longer shelf-life.

Facebook influences consumer behaviour. More than one in three consumers say they're likely to purchase from a company they follow on Facebook.

Facebook Profiles are what people use to maintain their online identity with Facebook. (Individuals)

Facebook Pages are intended for businesses, brands and public figures.

Facebook Groups are ideal for people to operate a topic or interest-based group and offer restricted access.

Professional network & multi-functional business contact directory (builds credibility)

Interact with fellow professionals - easy to link with associates,

community, media

Endorsements and recommendations of people, companies, products and services (professional proof)

Company pages – can include videos, product features,

recommendations Professionally focused Groups

Widgets allow recommendations of products from website

Very simple but extremely powerful tool Microblogging service for sending updates or “tweets” with 140 character limit Real time – short shelf-life Main focus on news & conversations

Great for extending reach and connecting across the globe

Can link to blog posts, videos, photos etc Can communicate in various ways

broadcast public messages have public conversations with individuals using @Mentions and @Replies send private direct messages (DM) retweets (RT)

@Replies are very important for engaging and building your following

Take advantage of search and hashtag(#) functions

Foursquare and other geolocation networks Create specials and tips to drive customers to your business location Add tips at other venues who support you Actively participate in the Foursquare community

Google Maps Claim your business, input information and enhance your customers’ Google experience

Ustream Live video streaming and chat facility

Social bookmarking sites such as Digg, StumbleUpon, Reddit and Delicious Keywords, tag and share your content

YouTube, Vimeo and other video-sharing networks

Create & upload videos and link to them from your website, blog and social networks

Flickr and other photo-sharing networks Create a photo to display your story

Quality over quantity. Don’t try to do everything – be selective - 2 or 3 platforms is enough. Fish where the fish are – which platforms are your customers using?

Be sure to consider your time investment and who will be responsible.

Have a consistent message and tone.

Actively engage in conversations.

Join other industry pages and interact with them regularly.

Obtain social proof

Be patient – don’t expect an immediate payoff – relationships take time to

cultivate.

Ask for help if you need it.