Blogging & social media presentation to ewi 2010

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An overview summarizes main points with handouts, group discussion and case studies providing background and context for attendees to understand social media for their own grpoups.

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  • Welcome to our meeting tonight and thank you to our entire membership and especially our Programming chair Kelly Vander Hooft for organizing this event. For those who don’t know me, my name is Colette Acheson. In addition to my current role as President of Lethbridge EWI I own a company called ANCO Business Solutions. We provide business planning, marketing and communications services to Alberta businesses and non-profits.
  • I first began to hear about using the Internet as a marketing vehicle when I worked as a marketing consultant at Rogers Broadcasting in 2003, and it was probably not long after that the world was introduced to Facebook.
  • The Facebook website currently has more than 400 million active users worldwide, with about 13.5 million in Canada alone. Facebook is one of the most visible of what we now call social media.
  • Social media is an umbrella term for the many different Web-based applications available today. The variety of uses for these applications are endless, including Internet forums and chat rooms, blogs, microblogging, wikis, podcasts, picture & video sharing, rating services, not to mention thousands of advertising services of one form or another.
  • Social media allows all of us to move from content consumers... into content producers... We don’t just watch the news anymore, we become it.
  • Social media can include social networking sites such as Facebook and LinkedIn, online information sources like Wikipedia, directory sites such as ZoomInfo, search engines such as Google, information disemmination services including Twitter, video sharing sites like YouTube, and many more.
  • Part of the lesson inherent in understanding social media is the speed at which knowledge is transmitted. It used to take weeks for a movie poorly-received by the public to see dropping dollars at the box-office. Now, it happens sometime between the Thursday premiere and the Monday morning paper. Twitter is another example - a February 2009 Compete.com blog entry ranked Twitter as the third most used social network based on their count of 6 million unique monthly visitors and 55 million monthly visits . And none of this existed prior to 2006.
  • I am sure everyone here knows about social media in their own lives. We use Facebook to connect with family and friends all over the world. Skype allows us to talk online for free, and we upload videos of weddings and birthdays to YouTube for all the world to see.
  • I sometimes hear: Why can’t I stay with my traditional, tried and true marketing approaches that we’ve always used? Maybe you can, depending on your industry, your demographic. But listen to these stats relating to Canadian Internet users: Automotive: 63% have gone online to search for vehicle information. Banking: 61% have made financial transactions online Travel: 59% have gone online to look up travel info such as airline, hotel and car rental fares. Real Estate: 51% have searched for real estate info online. Employment Agencies: 50% have searched for jobs online. https://advertisers.yellowpages.ca/ypgweb/navigateTo?_idMenu=oa_market_stats Canadians are wired and ready to research and buy online Over 19.1 million Canadians are connected to the Internet Between 33-45% of online Canadians (by province) make purchases on the Internet.
  • can you afford to keep your head in the sand?
  • Here are some of the social media goals we hear about from our clients. Read slides as I scroll through next 6
  • Web-based tools and social media in general offer some great marketing tools for businesses and organizations.
  • Let’s look at a typical business/client interaction. It starts with a business who has a product or service to offer. And the customer, who has a need or problem to solve.
  • Typically, Joe would advertise in the newspaper, on TV or radio, and in the Yellow Pages.
  • In this context Joe’s role as the business owner is to develop content and distribute his message, and then he hopes that his customer sees his message and take action in the way Joe expects.
  • The customer responds by calling, ordering a product, coming to the store, or some other predictable next step.
  • In a typical marketing scenario, Joe is the source, the creator and the instigator. The customer’s role is primarily passive. Which all seemed to be working pretty well... until....
  • the internet.... and many believe that marketing will never be the same again...
  • In 1994, the Lethbridge Herald could claim 67% of household readership. Not anymore. 91% of Canadian Internet users say they go online to research product information FIRST, before looking in their yellow pages or local phone book. Radio listeners have evolved into narrower niche market segments, and television is increasingly expensive and fragmented with the growth of cable channels and satellite TV.
  • Satellite and cable have fragmented television viewership with hundreds of specialty channels from all-food to all-cars to all-British and more. I know that around my house, if it’s not on HGTV chances are I’ll never see it.
  • We are all in... a huge new learning curve
  • As business professionals, we see the opportunities when marketing meets the internet... and I believe it can be an amazing collaboration...
  • People sometimes ask... “Isn’t it enough to just register a domain name on a website, like opening a store and putting the listing in the phone book, just like a street address?”
  • Is there a on-size-fits all package that works for everyone? No. The best mix of social media resources for any business or organization will depend on: the specific objective or goal Target demographic Skills of available staff, volunteers or contractors Budget
  • Although internet tools are available to everyone, those who are most successful have mastered the concept of ‘popularity’ as it relates to web-based tools. In simple terms, search engine optimism refers to a process of making you, or your business, seem more ‘popular’ by measuring content relevance and acceptance by a substantial number of people.
  • Contrary to my first impression, Facebook is not just for silly stuff like throwing sheep at people you’ve never met. Many social media applications can be used to contribute to building a strong online brand or presence for a person, business or organization.
  • Let’s talk about 3 readily available and easy to use social media applications, and how they relate to a variety of organizational objectives. Blogs Facebook Twitter
  • Let’s talk about 3 readily available and easy to use social media applications, and how they relate to a variety of organizational objectives. Blogs Facebook Twitter
  • So this is where marketing meets the internet... and it can be an amazing collaboration
  • the internet.... and many believe that marketing will never be the same again...
  • The Facebook site currently has more than 400 million active users worldwide, with about 13.5 million in Canada alone. Facebook is one of the most visible of what we now call social media.
  • Welcome to our meeting tonight and thank you to our entire membership and especially our Programming chair Kelly Vander Hooft for organizing this event. For those who don’t know me, my name is Colette Acheson. In addition to my current role as President of Lethbridge EWI I own a company called ANCO Business Solutions. We provide business planning, marketing and communications services to Alberta businesses and non-profits.
  • Welcome to our meeting tonight and thank you to our entire membership and especially our Programming chair Kelly Vander Hooft for organizing this event. For those who don’t know me, my name is Colette Acheson. In addition to my current role as President of Lethbridge EWI I own a company called ANCO Business Solutions. We provide business planning, marketing and communications services to Alberta businesses and non-profits.
  • Blogging & social media presentation to ewi 2010

    1. 1. SOCIAL Media by Colette Acheson
    2. 2. SOCI MediaAL uses Internet and web-based technologies to transform broadcast media monologues (one to many)
    3. 3. SOCI MediaAL into social media dialogues (many to many). * Wikipedia
    4. 4. SOCI MediaAL supports the democratization of knowledge and information
    5. 5. SOCI MediaAL allows all of us to move from content consumers into content producers * Wikipedia
    6. 6. SOCI MediaAL Even the founders of Wikipedia had no clue when they started the project of what it would accomplish. They dug a hole to find water, and struck oil instead. *Erik Zachte (Wikimedia Foundation data analyst), "Numbers and Strategy", July 24th, 2009.
    7. 7. Ok, I got that... but...how do I use socialmedia to support mybusiness goals?
    8. 8. Can’t I just
    9. 9. Can’t I just Make it go away....
    10. 10. Make it go away....
    11. 11. Some possible objectivesSearch EngineOptimization (SEO)
    12. 12. Some possible objectivesAwareness
    13. 13. Some possible objectivesAdvertising
    14. 14. Some possible objectivesDirectory listing
    15. 15. Some possible objectivesGenerating prospects(donors, volunteers)
    16. 16. Some possible objectivesSell a product
    17. 17. Some possible objectivesDeliver a service
    18. 18. Joe’sPlumbing
    19. 19. Joe’s servicePlumbing Joe’s problemcustomer
    20. 20. Joe’s Good Plumbing plumbing Good Good Goodplumbing plumbing plumbing
    21. 21. Joe’s Good Plumbing plumbing Good Good Goodplumbing plumbing plumbing
    22. 22. Joe’s customer Joe’sPlumbing
    23. 23. Joe’sPlumbing Joe’s customer
    24. 24. Along comesthe internet...
    25. 25. Newspaper Yellow pages Radio TV
    26. 26. Satellite and cable have fragmented the television viewer, makingadvertising purchasing decisions more complex than ever
    27. 27. We are all in...a huge newlearning curve
    28. 28. converge nce- the occurrence of two or more things coming together
    29. 29. Old dog... new tricks...
    30. 30. How about...the basics
    31. 31. One sizefits all?
    32. 32. SEOis apopularity contest
    33. 33. Ka-Pow!!
    34. 34. Keep itsimple
    35. 35. Concept sFacebookTwitterBlogging
    36. 36. Blogging A blog (a contraction of the term “web log”) is a type of website
    37. 37. Many blogs provide commentaryor news on a particular subject;others function as more personalonline diaries.
    38. 38. Twitter is a social networking andmicroblogging service that enables its usersto send and read messages known astweets. Tweets are text-based posts of up to140 characters displayed on the authorsprofile page and delivered to the authorssubscribers who are known as followers.
    39. 39. Although estimates of the number of daily users vary because the company does not release the number of active accounts, a February 2009 Compete.com blog entry ranked Twitter as the third most used social network[41] based on their count of 6 million unique monthly visitors and 55 million monthly visits.Content of tweetsContent of Tweets according to Pear Analytics.San Antonio-based market research firm Pear Analytics analyzed 2,000 tweets (originating from the US and in English) over a 2-week periodfrom 11:00a to 5:00p (CST) and separated them into six categories: [38]•Pointless babble - 41%•Conversational - 38%•Pass-along value - 9%•Self-promotion - 6%•Spam - 4%•News - 4%[38]Social networking researcher Danah Boyd responded to the Pear Analytics survey by arguing that what the Pear researchers labelled "pointlessbabble" is better characterized as "peripheral awareness" or "social grooming".[39]
    40. 40. and finally.... “I have a growing concern that much of our always-connected culture has become so caught up in the now... that were losing valuable lessons from the past and forgetting the importance of having a vision to work towards in the future.” * Paul Isakson http://paulisakson.typepad.com
    41. 41. SOCI MediaAL Designed and written by ANCO Business Solutions
    42. 42. ThankYou

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