How to use social media and Web 2.0 tools in your business
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How to use social media and Web 2.0 tools in your business



Breakfast presentation to 50 members of the Eastside Business Enterprise Centre in Adelaide South Australia about how to use social media in their businesses.

Breakfast presentation to 50 members of the Eastside Business Enterprise Centre in Adelaide South Australia about how to use social media in their businesses.



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How to use social media and Web 2.0 tools in your business How to use social media and Web 2.0 tools in your business Presentation Transcript

  • Living in exponential times…
  • How to use social media and Web 2.0 tools in your business
    Clayton Wehner
  • What we’re gunna cover today…the scope
    Quick intro to social media and Web 2.0
    An overview of Web 2.0 and social media tools on offer
    How to make money using these tools
    Your action plan – what you should do now
  • What’s this Web 2.0 stuff?
    Web 1.0 = ‘one way web’; reading static web pages
    Web 2.0 = ‘two way web’; interaction, community, collaboration
    The next big thing: Web 3.0 = personalisation, ‘semantic’ web
  • Social Media
    Belongs to the Web 2.0 movement
    Social media is ‘media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques’
    Blogs, micro-blogging, social networking, video/file sharing, wikis, social bookmarking, community sites and more
  • People and Social Media
    Three types of social media person:
    Social Media Avoiders/Sceptics
    Social Media Exponents
    Social Media Wankers
    Which one do you think is the best one to be?
  • How’s your website??
    Your website should be the central component of your social media strategy
    If your website needs work, best to sort this out first before getting serious about social media…
  • Blogging
    Anybody got a blog?
    Blog = ‘web log’
    In essence, an online journal or diary, ordered by date
    Great way to distribute content – Twitter, RSS
    Can be setup within minutes online:
    But it takes dedication and patience!
    There’s also benefit from reading/commenting on other peoples’ blogs
  • Blogging
    What to blog
    Industry news and views
    Book reviews
    Opinion pieces – controversial creates ‘link bait’!
    ‘How to’ guides
    Free e-books and white papers
    ‘Top Ten’ articles
    Anything that is interesting andwill attract an audience
    How to blog
    The number one rule: small contributions often
  • Micro-blogging: Twitter
    Everyone has heard of Twitter, right?
    Fastest growing, hottest social media property right now?
    Micro-blogging; 140 character limit – basically ‘SMS on the web’ (but also can be done via mobile device)
    You follow people, they follow you; your ‘tweets’ are seen by your followers, you see the ‘tweets’ of people you follow
    It’s free, give it a go
    Some people love it
    Some people think it is banal trash
  • What to ‘Tweet’
    Tweet stuff people can ‘use’ – this stuff gets ‘retweeted’
    Don’t spam
    Don’t write inane, boring things – ‘I am eating a pie’
    Inject some personality
    Direct traffic back to your site through links
    Don’t overdo it – 1-2 tweets a day is OK
    Some examples of things to tweet:
    Links to you own great blog posts
    Links to great articles that you found & want to share
    Special offers (within reason)
    Topical issues relating to your industry
    Questions/polls/discussion items
    Quirky observations
  • Social networking: Facebook
    Who doesn’t have a Facebook account?
    Over 175 million users worldwide
    Has beaten MySpace in Australia – 41.88% of social networking traffic goes to Facebook (Source: Hitwise)
    Facebook Fan Pages for business
    Question: is this the right medium/demographic for your business?
    For many, it’s not…for some, it is…
  • Social networking: LinkedIn
    Over 8 million users worldwide
    Unlike Facebook, it is a professional network that uses the ‘six degrees of separation’ principle
    Things you can do:
    Create a company profile (good for SEO)
    Actively ‘recruit’ people to link to you after you work with them – send a LinkedIn invite after a meeting, add a link button to your email signature
    Respond to Q&A and set yourself up as an expert in your field
    Recommend others and get recommended – good for your own individual ‘brand’
    Ask for introductions to key people via your network
  • Online video
    Video is the biggest growth area on the web as bandwidth and online storage increases
    Over 20 hours of video every minute is uploaded to YouTube
    Video can be done cheaply with a handheld camcorder
    Viral impact can bring thousands of visitors to a website in a short space of time
    Elf Yourself
  • RSS
    RSS - what does it stand for?
    A ‘push’ method of distribution for new content
    Easy to set up from a blog
    Allows users to receive automatic updates when content is released
    RSS feeds generally viewed in RSS readers – inc. browsers, Outlook
    Can also distribute to mobile devices and social networking sites
  • Social bookmarking/tagging
  • ‘Crowdsourcing’ / outsourcing
    99designs design contests
    Post your specification
    Nominate your prize – about $300 for a logo
    Review the submissions 7 days later
    Choose your winner
    You get the design and the IP
    Bob’s ya uncle
  • Outsourcing websites
    Rent A Coder
    Virtual Employee
  • Example of crowdsourcing
    Used 99designs for a conference logo
    About 40 different designs to choose from…
    Some were ordinary, some were brilliant
  • Wikis
    Wiki derived from Hawaiian language for ‘quick’ – named after ‘wikiwiki’ buses
    A wiki is a collection of web pages designed to enable anyone who accesses it to contribute or modify content
    Brilliant for:
    Knowledge management
    Document repositories and file sharing
    Project management
    Most commonly known wiki is…
  • Write blog posts
    Manage document versioning
    Google-like search
    Manage projects
    Embed spreadsheets
    Setup ‘watches’ and notifications
    Add comments
    Manage access permissions
    Create and edit pages
    Share files
    Manage Tasks
    Manage document versioning
    Available anywhere
  • A quick word on reputation mangement
    Twitter Search –
    Set up Google Alerts –
  • Other Web 2.0 stuff that we don’t have time to cover today…
    Content sharing sites – eg. Flickr, Slideshare
    Discussion boards/forums – eg. Yahoo! Answers
    Virtual communities – eg. Second Life
    Voice over IP – eg. Skype
    Instant Messaging – eg. ICQ
    The Mobile Web – iPhones, Blackberry
  • OK, but how do I make money??
    Like most things, it won’t happen overnight
    6 months or more of time, effort and persistence
    Givers gain
    Shonks and hard-sellers are ostracised
    It’s not unlike ‘real’ networking!
    Meet people, build relationships, listen, share knowledge, ask/answer questions, build trust, build reputation
    There’s no sustainable ‘get rich quick’ option
  • Here are some ways you can make money…
    Follower/Friend = Prospect
    A bigger ‘signature’ on the web results in greater discoverability and increased traffic to your website – organic traffic, search engine traffic
    Maintain engagement with existing clients via social media channels – special offers
    Establish yourself as a credible industry player through advice, comments, articles posted
  • Here are some ways you can make money…
    Involvement in social media channels creates ‘openness’ and ‘accessibility’
    Employee loyalty through internal initiatives – alumni pages, social pages, photo galleries, wiki
    Use social media alerts to avert a PR disaster
    Use social media to avert poor hiring decisions
  • "Kyle Doyle is not going to work, f*** it I'm still trashed. SICKIE WOO!"
  • Your Action Plan – as a minimum
    Go out and secure your names on Twitter, Facebook, etc
    Sort out your website!
    Check out what your competitors are doing
    Dip your toe in – it’s free
    Do some tweeting
    Set up profiles on main sites
    Subscribe to/comment on industry blogs
    Connect with associates
    Read, read, read
    Monitor your brand & reputation
  • A written strategy?
    Time will preclude most from creating a written strategy
    But if you’re serious, then you should create a proper strategy plan
    A number of methodologies have been created
    Forrester Research
    People – who to target
    Objectives – what you want to achieve
    Strategies – how to achieve it
    Technologies – what tools to use
  • Enough already…get him off…
    This presentation can be found at:
    A quick plug for Boomerang Books:
    Get free shipping when you use promo code EASTSIDEBEC
    My details:
    Twitter: @bluetrain
    Skype: bluetrainenterprises
    I’m also on Facebook, LinkedIn
  • Upcoming workshops - Adelaide
    16 March 2010 - How to use Twitter, Facebook and Social Media to market your business (EBEC subsidised, up to 10 pax) 
    25 March 2010 - How to use Twitter, Facebook and Social Media to market your business 
    31 March 2010 - How to rank No. 1 on Google and other search engines 
    8 April 2010 - How to use a Blog to market your business 
    13 April 2010 - What's wrong with my website? A website health check 
    22 April 2010 - How to use Email to market your business 
    5 May 2010 - How to use the web to sell goods and services 
    3 hours duration
    Only 6 participants max. per workshop
    Intensive, hands-on tutleage with a laptop and wireless internet connection
    $99 per person per workshop
    Book online at my website