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Getting Started
  with Social Media


Chris Burdge      250.508.7761   www.bwest.ca
Credentials

 Online marketing since 1994
 McCann Erikson, Publicis, Cove-Ito (Japan)
 Fortune 500 brands: Nestle, HP, Coca-Cola
 Founded bWEST – July 2009
 Co-founded Social Media Camp 2010




   Chris Burdge      250.508.7761   www.bwest.ca
What is
Social
 Media

    ?
Social ~ the interaction of organisms with
other organisms (people) to their collective co-
existence.




                   Media ~ tools used to deliver,
                   share & store information or data.


    Chris Burdge      250.508.7761   www.bwest.ca
social networks

Social Networks You Know             Online Social Networks
 Religious                               Facebook
 Charity                                 Linkedin
 Chamber of Commerce                     Twitter
 Networking Group                        Pinterest
 Sports Teams                            YouTube
 Book Club                               Google+


       Chris Burdge      250.508.7761    www.bwest.ca
S ocial Media S trategy
Social Media Strategic Planning


1. Objectives
2. Strategy
3. Tactics
4. Measurement



    Chris Burdge      250.508.7761   www.bwest.ca
Objectives

 Increase website traffic
 Generate awareness
 Build “social capital”
 …



   Chris Burdge       250.508.7761   www.bwest.ca
Social Media ROI




Chris Burdge      250.508.7761   www.bwest.ca
Social Media Strategy


Content
Engagement
Management
Measurement


Chris Burdge      250.508.7761   www.bwest.ca
1. Content


− Plan compelling, valuable content
− Copy, images, video
− Follow category, customers,
  prospects
− Create        5 blog “themes”

 Chris Burdge       250.508.7761   www.bwest.ca
Five Themes

1. Financial planning
2. Insurance
3. Life events
4. Guest bloggers
5. Value added




    Chris Burdge      250.508.7761   www.bwest.ca
TransAmerica Life - Social Media Workshop
Outposts




Base Camp
Social Media Strategy


Content
Engagement
Management
Measurement


Chris Burdge      250.508.7761   www.bwest.ca
2. Engagement

− Determine tools (Blog, Facebook,
  Twitter, YouTube)
− Start slow, get comfortable
− Network building
− Engage … be “social”



 Chris Burdge      250.508.7761   www.bwest.ca
Chris Burdge      250.508.7761   www.bwest.ca
Chris Burdge      250.508.7761   www.bwest.ca
Maximizing




Chris Burdge      250.508.7761   www.bwest.ca
TransAmerica Life - Social Media Workshop
Top 4 reasons to use Linkedin


  1. Manage your professional identity
  2. Demonstrate expertise
  3. Networking / Connections
  4. New business opportunities


Chris Burdge      250.508.7761   www.bwest.ca
Average user has 63 connections
What’s good…


   Little to no SPAM
   Easy to use
   Low commitment
   Manage privacy


Chris Burdge      250.508.7761   www.bwest.ca
TransAmerica Life - Social Media Workshop
TransAmerica Life - Social Media Workshop
TransAmerica Life - Social Media Workshop
What can you do…

  1. Cr t aPr e
       eae ofil
  2. A Connect
      dd     ions
  3. G /G e R
      et iv ecommendaions
                     t
  4. Goups – connect&enga
      r                  ge


Chris Burdge       250.508.7761   www.bwest.ca
What can you do…

 2. Recommendaions: giv &r e
              t        e eceiv
 3. A er buil yourr
     nsw s: d      ep
 4. A bl sl
     pps: og, ideshae…
                    r



Chris Burdge      250.508.7761   www.bwest.ca
TransAmerica Life - Social Media Workshop
TransAmerica Life - Social Media Workshop
Twitter
Amicr bl
     o- oggingser ice al inguser t send &r d “t eet w ae
                 v low          so        ea w s” hich r
t - sed post ofup t 140 characters in l h.
extba       s      o                       engt




    Chris Burdge      250.508.7761   www.bwest.ca
TransAmerica Life - Social Media Workshop
TransAmerica Life - Social Media Workshop
TransAmerica Life - Social Media Workshop
What to tweet…

 Abl post/ev
    og       ent
 T /T 10L s. Peopl l e l s
   ips op ist     e ov ist
 A aquest /getfeedba
   sk    ion         ck
 R w somet int est /useful
   et eet hing er ing
 Commenton at eet
             w
 @r yt at eet/quest
    epl o w        ion



    Chris Burdge      250.508.7761   www.bwest.ca
What NOT to tweet…
 W tyou ha forbr kfa , unl it was t y awesome…
    ha     d     ea st ess          rul
  (include pic)
 W tyourca ha forbr kfa , ora hingel a yourca…
   ha      t d      ea st nyt       se bout   t


A aw ys r
 nd l a emember t Int netnev for s,
               , he er      er get
and that’s a long time…




    Chris Burdge      250.508.7761   www.bwest.ca
TransAmerica Life - Social Media Workshop
Tweet Rule

               10 : 1
Value-add : Marketing

Chris Burdge      250.508.7761   www.bwest.ca
Chris Burdge      250.508.7761   www.bwest.ca
The 90 Day Challenge
Commit to doing the following for 90 days:

–   Tweet every day at least 3 times, more if you’d like
–   Talk about what you are passionate about
–   Find people to follow in various areas; business,
    hobbies, sports, passions
–   Create at least 2 lists e.g. business related, hobby
    related
–   Retweet people who’s tweets you enjoy

     Chris Burdge      250.508.7761   www.bwest.ca
The 90 Day Challenge
–   Say something funny – show your sense of humor
–   @reply at least once a day with either a comment
    or question
–   Post a few pictures to Twitter using Twitpic or
    Hootsuite (or other)
–   Use a few hashtags e.g. #insurance #yyj or
    others related to your business
–   Get to know Tweeps “IRL” by attending an event
    e.g. a tweet-up

     Chris Burdge      250.508.7761   www.bwest.ca
Chris Burdge      250.508.7761   www.bwest.ca
Maximizing




Chris Burdge      250.508.7761   www.bwest.ca
3       3
    1

            6       4




                5
        2
7
1
                2
3
        4
            6
    5
TransAmerica Life - Social Media Workshop
TransAmerica Life - Social Media Workshop
answer the phone
facebook advertising
TransAmerica Life - Social Media Workshop
TransAmerica Life - Social Media Workshop
TransAmerica Life - Social Media Workshop
TransAmerica Life - Social Media Workshop
BUILDING YOUR
 NETWORK
TransAmerica Life - Social Media Workshop
TransAmerica Life - Social Media Workshop
3
        1

            4
    5




                2
6
TransAmerica Life - Social Media Workshop
TransAmerica Life - Social Media Workshop
Chris Burdge      250.508.7761   www.bwest.ca
The average CND Facebook
    user has 190 friends



 Chris Burdge      250.508.7761   www.bwest.ca
The average CND Facebook user has
            190 friends


         218 (comments) X
           190 (friends) =
   41,420 impressions
 Chris Burdge      250.508.7761   www.bwest.ca
Social Media Strategy


Content
Engagement
Management
Measurement


Chris Burdge      250.508.7761   www.bwest.ca
SM Strategy Breakdown

– Management (tools & systems)
 − Identify resources
 − Hootsuite
 − Create a System
 − Work it…


   Chris Burdge      250.508.7761   www.bwest.ca
TransAmerica Life - Social Media Workshop
SM Strategy Breakdown

1. Measurement & Monitoring
 − Google analytics
 − Hootsuite
 − Facebook




   Chris Burdge      250.508.7761   www.bwest.ca
TransAmerica Life - Social Media Workshop
things
                      you ca do
                             n
                      today


Chris Burdge      250.508.7761   www.bwest.ca
1

st r
 at
l ening…
ist
1. Listen for…

   Who’s talking about you, your organization,
    events in your area
   What are they saying
   Look for opportunities to engage
   Provide customer service




    Chris Burdge      250.508.7761   www.bwest.ca
TransAmerica Life - Social Media Workshop
TransAmerica Life - Social Media Workshop
2. Start a blog

   Simple & cheap
   Search engines love blogs
   Encourages repeat visits
   Foundation / hub




    Chris Burdge      250.508.7761   www.bwest.ca
TransAmerica Life - Social Media Workshop
3. Try Something New

   Facebook contest
   YouTube account
   Foursquare promo
   Google Adwords
TransAmerica Life - Social Media Workshop
video ideas

   Slide Shows
   Interviews
   How-to videos
   Reviews
   Video blogs
   Commercials



    Chris Burdge       250.508.7761   www.bwest.ca
Let’s Review
social media mantras

2. Listen, listen, listen
3. Content is king…
4. Engage, engage, engage
5. Always add value
6. Answer the phone
7. Test, track & tweak
8. Overnight success, takes time…
Questions?

http://www.bwest.ca

      @b_west

      BwestInteractive


      250.508.7761




      Chris Burdge      250.508.7761   www.bwest.ca
special offer


                     Limited number of tickets for
                    Social Media Camp, June 8-9

                   “Early Bird” price $249 (reg.$495)

                      www.SocialMediaCamp.ca




Chris Burdge       250.508.7761   www.bwest.ca

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TransAmerica Life - Social Media Workshop

  • 1. Getting Started with Social Media Chris Burdge  250.508.7761 www.bwest.ca
  • 2. Credentials  Online marketing since 1994  McCann Erikson, Publicis, Cove-Ito (Japan)  Fortune 500 brands: Nestle, HP, Coca-Cola  Founded bWEST – July 2009  Co-founded Social Media Camp 2010 Chris Burdge  250.508.7761 www.bwest.ca
  • 4. Social ~ the interaction of organisms with other organisms (people) to their collective co- existence. Media ~ tools used to deliver, share & store information or data. Chris Burdge  250.508.7761 www.bwest.ca
  • 5. social networks Social Networks You Know Online Social Networks  Religious  Facebook  Charity  Linkedin  Chamber of Commerce  Twitter  Networking Group  Pinterest  Sports Teams  YouTube  Book Club  Google+ Chris Burdge  250.508.7761 www.bwest.ca
  • 6. S ocial Media S trategy
  • 7. Social Media Strategic Planning 1. Objectives 2. Strategy 3. Tactics 4. Measurement Chris Burdge  250.508.7761 www.bwest.ca
  • 8. Objectives  Increase website traffic  Generate awareness  Build “social capital”  … Chris Burdge  250.508.7761 www.bwest.ca
  • 9. Social Media ROI Chris Burdge  250.508.7761 www.bwest.ca
  • 10. Social Media Strategy Content Engagement Management Measurement Chris Burdge  250.508.7761 www.bwest.ca
  • 11. 1. Content − Plan compelling, valuable content − Copy, images, video − Follow category, customers, prospects − Create 5 blog “themes” Chris Burdge  250.508.7761 www.bwest.ca
  • 12. Five Themes 1. Financial planning 2. Insurance 3. Life events 4. Guest bloggers 5. Value added Chris Burdge  250.508.7761 www.bwest.ca
  • 15. Social Media Strategy Content Engagement Management Measurement Chris Burdge  250.508.7761 www.bwest.ca
  • 16. 2. Engagement − Determine tools (Blog, Facebook, Twitter, YouTube) − Start slow, get comfortable − Network building − Engage … be “social” Chris Burdge  250.508.7761 www.bwest.ca
  • 17. Chris Burdge  250.508.7761 www.bwest.ca
  • 18. Chris Burdge  250.508.7761 www.bwest.ca
  • 19. Maximizing Chris Burdge  250.508.7761 www.bwest.ca
  • 21. Top 4 reasons to use Linkedin 1. Manage your professional identity 2. Demonstrate expertise 3. Networking / Connections 4. New business opportunities Chris Burdge  250.508.7761 www.bwest.ca
  • 22. Average user has 63 connections
  • 23. What’s good…  Little to no SPAM  Easy to use  Low commitment  Manage privacy Chris Burdge  250.508.7761 www.bwest.ca
  • 27. What can you do… 1. Cr t aPr e eae ofil 2. A Connect dd ions 3. G /G e R et iv ecommendaions t 4. Goups – connect&enga r ge Chris Burdge  250.508.7761 www.bwest.ca
  • 28. What can you do… 2. Recommendaions: giv &r e t e eceiv 3. A er buil yourr nsw s: d ep 4. A bl sl pps: og, ideshae… r Chris Burdge  250.508.7761 www.bwest.ca
  • 31. Twitter Amicr bl o- oggingser ice al inguser t send &r d “t eet w ae v low so ea w s” hich r t - sed post ofup t 140 characters in l h. extba s o engt Chris Burdge  250.508.7761 www.bwest.ca
  • 35. What to tweet…  Abl post/ev og ent  T /T 10L s. Peopl l e l s ips op ist e ov ist  A aquest /getfeedba sk ion ck  R w somet int est /useful et eet hing er ing  Commenton at eet w  @r yt at eet/quest epl o w ion Chris Burdge  250.508.7761 www.bwest.ca
  • 36. What NOT to tweet…  W tyou ha forbr kfa , unl it was t y awesome… ha d ea st ess rul (include pic)  W tyourca ha forbr kfa , ora hingel a yourca… ha t d ea st nyt se bout t A aw ys r nd l a emember t Int netnev for s, , he er er get and that’s a long time… Chris Burdge  250.508.7761 www.bwest.ca
  • 38. Tweet Rule 10 : 1 Value-add : Marketing Chris Burdge  250.508.7761 www.bwest.ca
  • 39. Chris Burdge  250.508.7761 www.bwest.ca
  • 40. The 90 Day Challenge Commit to doing the following for 90 days: – Tweet every day at least 3 times, more if you’d like – Talk about what you are passionate about – Find people to follow in various areas; business, hobbies, sports, passions – Create at least 2 lists e.g. business related, hobby related – Retweet people who’s tweets you enjoy Chris Burdge  250.508.7761 www.bwest.ca
  • 41. The 90 Day Challenge – Say something funny – show your sense of humor – @reply at least once a day with either a comment or question – Post a few pictures to Twitter using Twitpic or Hootsuite (or other) – Use a few hashtags e.g. #insurance #yyj or others related to your business – Get to know Tweeps “IRL” by attending an event e.g. a tweet-up Chris Burdge  250.508.7761 www.bwest.ca
  • 42. Chris Burdge  250.508.7761 www.bwest.ca
  • 43. Maximizing Chris Burdge  250.508.7761 www.bwest.ca
  • 44. 3 3 1 6 4 5 2 7
  • 45. 1 2 3 4 6 5
  • 57. 3 1 4 5 2 6
  • 60. Chris Burdge  250.508.7761 www.bwest.ca
  • 61. The average CND Facebook user has 190 friends Chris Burdge  250.508.7761 www.bwest.ca
  • 62. The average CND Facebook user has 190 friends 218 (comments) X 190 (friends) = 41,420 impressions Chris Burdge  250.508.7761 www.bwest.ca
  • 63. Social Media Strategy Content Engagement Management Measurement Chris Burdge  250.508.7761 www.bwest.ca
  • 64. SM Strategy Breakdown – Management (tools & systems) − Identify resources − Hootsuite − Create a System − Work it… Chris Burdge  250.508.7761 www.bwest.ca
  • 66. SM Strategy Breakdown 1. Measurement & Monitoring − Google analytics − Hootsuite − Facebook Chris Burdge  250.508.7761 www.bwest.ca
  • 68. things you ca do n today Chris Burdge  250.508.7761 www.bwest.ca
  • 69. 1 st r at l ening… ist
  • 70. 1. Listen for…  Who’s talking about you, your organization, events in your area  What are they saying  Look for opportunities to engage  Provide customer service Chris Burdge  250.508.7761 www.bwest.ca
  • 73. 2. Start a blog  Simple & cheap  Search engines love blogs  Encourages repeat visits  Foundation / hub Chris Burdge  250.508.7761 www.bwest.ca
  • 75. 3. Try Something New  Facebook contest  YouTube account  Foursquare promo  Google Adwords
  • 77. video ideas  Slide Shows  Interviews  How-to videos  Reviews  Video blogs  Commercials Chris Burdge  250.508.7761 www.bwest.ca
  • 79. social media mantras 2. Listen, listen, listen 3. Content is king… 4. Engage, engage, engage 5. Always add value 6. Answer the phone 7. Test, track & tweak 8. Overnight success, takes time…
  • 80. Questions? http://www.bwest.ca @b_west BwestInteractive 250.508.7761 Chris Burdge  250.508.7761 www.bwest.ca
  • 81. special offer Limited number of tickets for Social Media Camp, June 8-9 “Early Bird” price $249 (reg.$495) www.SocialMediaCamp.ca Chris Burdge  250.508.7761 www.bwest.ca