Tofino - Social Media Workshop - August 12

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Tofino - Social Media Workshop - August 12

  1. 1. Social Media Marketing Workshop
  2. 2. Agenda   9:00 – 9:10 Introductions & set-up   9:10 – 10:00 Social Media Strategic Planning   10:00 – 10:50 Twitter & Hootsuite   10:50 – 11:00 Break   11:00 – 11:50 Facebook   11:50 – 12:00 Wrap-up & final questions
  3. 3. Credentials   Online marketing since 1994   McCann Erikson, Publicis, Cove-Ito (Japan)   Fortune 1000 brands: Nestle, HP, Coca-Cola   Founded bWEST – July 2009
  4. 4. What is Social Media ?
  5. 5. Internet / mobile tools for sharing & discussing information
  6. 6. Why you should care about social media.
  7. 7. Two-thirds of the global Internet population visit social media websites. Nielsen, Global Faces and Networked Places, 2009
  8. 8. The amount of video uploaded to YouTube every minute.
  9. 9. The number of YouTube videos viewed per day.
  10. 10. The average number of Tweets per day on Twitter.
  11. 11. The monthly growth rate of Twitter users from January to February 2009.
  12. 12. inauguration 2.0
  13. 13. Why should you care about social media?
  14. 14. Fish where the fish are
  15. 15. Twitter A micro-blogging service allowing users to send & read “tweets” which are text-based posts of up to 140 characters in length.
  16. 16. Measure twice, cut once…
  17. 17. Social Media Strategic Planning   Objectives   Target Audience   Strategy & Tactics   Measurement
  18. 18. Objectives   SM Marketing objectives −  Generate leads −  Increase store traffic −  Build my network −  Increase website traffic
  19. 19. Target Audience   Who are you talking to −  Male / Female −  Age range −  Local / tourist −  Technical / social media savvy
  20. 20. Strategy / Tactics (examples)   Demonstrate expertise −  Blog + Twitter   Increase awareness / drive site traffic −  Facebook Page + advertising −  Coupons / specials   Generate leads −  Online form
  21. 21. Outposts Base Camp
  22. 22. SM Strategy Breakdown 1.  Content 2.  Engagement 3.  Management 4.  Measurement
  23. 23. SM Strategy Breakdown 1.  Content −  Plan compelling, valuable content −  Content types: copy, images, video −  Create list of relevant blogs −  Follow category, customers, competitors − 5 themes
  24. 24. Five Buckets 1.  What’s happening in Tofino 2.  Surf reports / tips 3.  Top Wedding Planning Mistakes 4.  Tofino Wildlife 5.  What to do in Tofino
  25. 25. SM Strategy Breakdown 2.  Engagement −  Determine tools (Blog, Facebook, Twitter, Linkedin, YouTube) −  Set-up and / or optimize accounts −  Network building (Find people, search, groups, tweetups) −  Social media ready website −  Be “social” …
  26. 26. Let’s get social…
  27. 27. Tweet Rule 10 : 1 Value-add : Marketing
  28. 28. What to tweet…   A blog post   An event   Ask a question / get feedback   Provide customer service   Retweet something interesting / useful   Comment on a tweet   Reply to a tweet / question
  29. 29. What NOT to tweet…   What you had for breakfast, unless it was truly awesome…   What your cat had for breakfast, or anything else about your cat… And always remember, the Internet never forgets, and that’s a long time…
  30. 30. SM Strategy Breakdown 3.  Management (tools & systems) −  Identify resources −  Hootsuite / UberTwitter −  System −  Monitor −  Engage −  Publish −  Weekly evaluation
  31. 31. SM Strategy Breakdown 4.  Measurement & Monitoring −  Google analytics −  Hootsuite −  Facebook −  Google Alerts −  RSS Feeds
  32. 32. Hootsuite Stats
  33. 33. 5 things you can do today
  34. 34. 1. Start listening Listen for… •  Who’s talking about you, your company, your neighborhood, real estate •  Monitor & manage brand reputation •  Look for opportunities to engage
  35. 35. 2. Start a blog •  Simple & cheap •  Search engines love blogs •  Encourages repeat visits •  Foundation / hub
  36. 36. 3. Try Twitter / Linkedin Create accounts •  Easy to use / low commitment •  Connect with colleagues, peers, influencers •  Use on the go…
  37. 37. 4. Let your customers know Cross pollinate •  Social media icons on website •  Email signature •  Business card •  Signage
  38. 38. 5. Advanced User ? Already on Twitter, Facebook, Linkedin – start using Hootsuite! •  Multiple accounts •  Content columns •  Schedule tweets
  39. 39. Takeaways   Develop your plan/strategy   Identify internal resources   Listen, listen, listen   Engage, engage, engage   Always add value   Define metrics & track religiously   Test, track and tweak…
  40. 40. Social Media Camp Canada’s first conference dedicated to Social Media When: Sunday, October 3, 2010 Where: Victoria Conference Centre Special offer for workshop participants 15% discount – use coupon code: SMCV10 www.SocialMediaCamp.ca

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