MagNet 2010 Presentation


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A presentation done by Mark Evans) for a three-hour at the MagNet 2010 conference in Toronto about the social media landscape.

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  • Canadian benefits
  • Top Facebook countries: U.S., U.K., Turkey, France (source:
  • Social media is a not an add-on or an accessory but many companies suggest “let’s add some social media” to the mix. To be successful, social media needs to be part of and aligned with a company’s brand, marketing, sales and strategic goals.
  • Start by listening. Why do you want to do social media? What are your goals and objectives? What will success look like? What’s the competition doing? What’s being said about your company and brand? What’s the target audience? What is their Web/social media habits?
  • How will social media be integrated into your communications, marketing and sales activities? What social media services make the most sense and why? How will you reach your target audience? What tools are the most appropriate? What’s the budget? Who has ownership over social media? What are your social media guidelines and policies?
  • Who’s going to do it, how much time/resources will be devoted to it, how are you going to measure it? What services and tools should be used?
  • There’s No Lack of Choice
  • Only a Small Number Matter
  • There are 3 million Canadian Twitter users
  • Canadian demographics
  • Facebook Pages: How To Develop A Facebook Page That Attracts Millions of Fans -
  • Slide of comments – what are they doing, what are they doing well, what are they not doing well.
  • What are they using it, and how it is beneficial to them?
  • Stuart MacLean
  • Mr. Rogers
  • The Friendly Giant
  • Steve Jobs
  • MagNet 2010 Presentation

    1. 1. Keeping Up With Social Media aka Everything You Wanted to Know About Social Media But We’re Afraid to Ask
    2. 4. Social Media Magic Doesn’t Happen
    3. 5. Conversation vs. a Broadcast
    4. 6. Engage & have conversations with consumers, partners, employees, investors Build stronger and better relationships Monitor your brand, products and services Improve customer service Competitive intelligence Drive new sales and leads
    5. 7. The Benefits of Social Media
    6. 8. <ul><li>Facebook : 485M registered users; 225M in October 2009 </li></ul><ul><li>Twitter : 80 million users; 30 million a year ago </li></ul><ul><li>YouTube : Delivering 2B streams/day, compared with 1B in October 2009 </li></ul><ul><li>LinkedIn : 65 million members </li></ul>
    7. 10. <ul><li>13.2 million Facebook users in Canada, 7th-largest population globally </li></ul><ul><li>3M Twitter users – 4 th most users globally </li></ul><ul><li>17M YouTube users – world leaders </li></ul><ul><li>57% of online Canadians use social networks at least once a month; 82% of Gen Y consumers use social networks each month </li></ul>
    8. 11. Canadians Are Using Social Media
    9. 12. <ul><li>Yet, many companies are still afraid to embrace social media. </li></ul>
    10. 14. <ul><li>Don't understand it </li></ul><ul><li>Don't know how much it will cost </li></ul><ul><li>Can’t see how to measure ROI </li></ul><ul><li>They’ve had a bad experience with social media </li></ul><ul><li>AND </li></ul>
    11. 19. <ul><li>Many services are free but……. </li></ul><ul><li>It takes time, money and resources to implement and effectively run social media programs. </li></ul>
    12. 21. <ul><li>Social media well is far from glamorous. It takes time and involves a lot of blocking and tackling on a daily basis. </li></ul>It’s A Lot of Work
    13. 23. <ul><li>Yes, but… </li></ul><ul><li>The tools are cool but even the best tools are worthless without a clear goal of what and how they should be used. </li></ul>
    14. 25. <ul><li>Wrong </li></ul><ul><li>It needs to be integrated into your marketing and sales activities </li></ul>
    15. 27. Social Media is All About the Numbers
    16. 28. Nope…Size Doesn’t Matter
    17. 30. <ul><li>ROI depends on how you define investment </li></ul>That’s Wrong, Too
    18. 31. Social Media in Three Steps
    19. 32. Discovery
    20. 33. Strategy
    21. 34. Tactics
    22. 40. Blogs…Still Alive and Well
    23. 41. Jeff Wiener
    24. 44. <ul><li>Easier and quicker than a blog; multiples updates per day </li></ul><ul><li>Lets you be part of the conversation; real-time discussions </li></ul><ul><li>Can be used for a variety of purposes such as customer service, feedback/suggestions, news/info updates, ideas, writing/freelance projects </li></ul>
    25. 45. Source: Sysomos
    26. 50. Facebook Users (Globally)
    27. 57. Canadians Love Watching Videos
    28. 65. Sadly, Not Enough Companies
    29. 71. <ul><li>Monitoring/Measurement </li></ul>
    30. 72. <ul><li>Activity </li></ul><ul><li>Sentiment </li></ul><ul><li>Demographics </li></ul><ul><li>Location </li></ul><ul><li>Web Site Traffic </li></ul><ul><li>Leads </li></ul><ul><li>Sales </li></ul>What Do You Measure?
    31. 73. <ul><li>Let’s Take a 20-Minute Break </li></ul>
    32. 76. Get Organized
    33. 77. <ul><li>Define Your Priorities </li></ul>
    34. 78. Create an editorial schedule
    35. 79. <ul><li>Capture ideas any time, anywhere </li></ul>
    36. 80. <ul><li>Cross Pollinate </li></ul>
    37. 81. The New Tools
    38. 82. The Old Tools
    39. 85. Writing Tools
    40. 86. Variety is the Spice of Life..and Blogs
    41. 91. <ul><li>Exercise </li></ul>
    42. 92. <ul><li>The OPP gave Gumball 3000 rally drivers something to chew on when they came through the province. </li></ul><ul><li>At least one of the ritzy rally vehicles, a 2009 Dodge Charger from California, was impounded by Northumberland OPP for allegedly going 179 km/h along the 100 km/h Hwy. 401. </li></ul><ul><li>The same car was stopped hours earlier by the OPP near Marysville for doing more than 140 km/h, police said. </li></ul><ul><li>Cops impounded the Charger for seven days and suspended the driver’s license. </li></ul>
    43. 93. <ul><li>Cops chew up Gumball rally speeders </li></ul>
    44. 95. <ul><li>A Fan Page is designed to promote a business or a brand </li></ul><ul><li>You can post information, participate in discussion and share photos, videos and news. </li></ul><ul><li>Fan pages are visible to unregistered people and are indexed by the search engines </li></ul><ul><li>The number of Fans you can have is unlimited (the Friend limit on a personal profile is 5,000). </li></ul><ul><li>When someone ”likes” a Fan Page, it’s published in their News feed for all of their Friends to read. This helps spread the word about your Fan Page and helps you gain new Fans.   </li></ul>The Benefits
    45. 96. <ul><li>Customize it </li></ul><ul><li>Make it sticky by providing information, entertainment and educational material </li></ul><ul><li>Provide lots of content (Wall posts, photos, videos) </li></ul><ul><li>Make it interactive (polls, contests, surveys) </li></ul><ul><li>Make it an integrated part of your online portfolio along with your Web site, blog, etc. </li></ul><ul><li>Engage with your community </li></ul>How to be Successful
    46. 101. <ul><li>Share information (blog posts, newspaper and magazine articles, online services, videos) </li></ul><ul><li>Customer service </li></ul><ul><li>Feedback </li></ul><ul><li>Product development </li></ul><ul><li>Q&A </li></ul>Why?
    47. 107. <ul><li>A tool that automatically publishes your RSS feed into your Twitter account. An easy way to promote new blog posts and other content. </li></ul>
    48. 108. <ul><li>Free service – much like Google Alerts – that send notifications via e-mail when someone mentions a word, name or phrase on Twitter. </li></ul>
    49. 112. <ul><li>- Increased Visibility </li></ul><ul><li>Improved Connected-ness </li></ul><ul><li>Better relationship with Google </li></ul><ul><li>Research tool for potential employees, partners, suppliers </li></ul><ul><li>Resource tool </li></ul><ul><li>Win new business and find job/project opportunities </li></ul><ul><li>Promote your business, blog, social media presence </li></ul>The Benefits of LinkedIn
    50. 113. Exercise
    51. 114. Your Profile
    52. 117. <ul><li>Let’s Take a 20-Minute Break </li></ul>
    53. 119. U.S. Video Viewership in April
    54. 120. <ul><li>The Benefits </li></ul><ul><li>People love watching videos </li></ul><ul><li>Google loves videos </li></ul><ul><li>Videos are great content that can be used for communications, marketing or sales purposes </li></ul><ul><li>They can be entertaining, funny or educational </li></ul>
    55. 122. What to Do - Set up a YouTube Account - Create a YouTube Channel - Create Content - Upload Content
    56. 123. Location-Based Services
    57. 124. And There’s More…
    58. 125. The Importance of Telling Great Stories
    59. 126. Good Stories Are More Important Than Ever
    60. 127. Time-strapped consumers Fragmented blogosphere Fewer traditional media sources Lots of noise
    61. 128. We Can All Be Great Story Tellers
    62. 132. Steve Jobs: Master Storyteller
    63. 133. So, What’s Good Story?
    64. 134. A Good Story Interesting Engaging Entertaining Informative Authentic Educational
    65. 135. Don’t Forget About the Audience
    66. 136. <ul><li>Mark Evans </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>Twitter: @markevans </li></ul><ul><li>416-669-7028 </li></ul>
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