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


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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

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