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A Social Media Triathlon

A Social Media Triathlon



This presentation was originally delivered to Triathlon BC on September 25th, 2011.

This presentation was originally delivered to Triathlon BC on September 25th, 2011.



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  • The goal of this illustration is to help explain the concept of “social media” to business owners. It maps many of the alternatives on a scale of the amount of content that needs to be created as well as the frequency of interaction needed by you to make it an effective medium for your business.This illustration could be compared to an Ouija Board because the relative position can change by: business type, audience, and for a given business over time. Once this is married up with your target audience’s behavior, you will have a good perspective on the areas you should focus on to maximize the impact of your online marketing investments.[Speaker note: see source of article:http://www.fastcompany.com/blog/eric-groves/innovation-technology-and-customer/online-communications-channels-interaction-vs-di]

A Social Media Triathlon A Social Media Triathlon Presentation Transcript

  • A Social Media Triathlon
    By: Kemp Edmonds
  • The Plan
    Race Prep: Background
    The Swim: Getting started
    The Bike: Big wins and payoffs
    The Run: It’s more than a marathon
  • Inspiration
  • Self-directed Learning
  • It started here…
    and never ends.
  • Teach, Speak, Train
  • It’s young. It’s growing.
    50%+ of Americans have a account
    13% of online Americans use
    4% are using location based services like…
    InsideFacebook.com (US) Feb. 2011
    Pew Internet Research (US) June 2011
    Pew Internet Research (US) Nov. 2010
  • Nearly 100% of online users…
    Use email
    Use a web browser
    Use web search
  • Important Questions
    Is your website ready to receive and convert?
    Do you have positive feedback?
    Do you have a organizational blog?
    Does your organization respond to email?
    If you don’t have a great product or service…
    Social Media often comes last and should.
  • theconversationprism.com
  • The Traditional Funnel
  • The New Funnel
  • Online Communication Channels
    CONFIDENTIAL Copyright © 2009 Constant Contact, Inc.
  • Needs
    Human Capital
    • Website + CMS + Analytics
    • Email communications
  • Non Digital Listening
    Ask your stakeholders
    Ask your participants
    Ask your volunteers
  • Create Feedback Loops
  • ‘Ask’ competitors
  • Listening Kit - Email Alert
    Google Alerts
    Social Mention
    Tweak your searches…
  • Search Smart & Refine
    Vancouver AND Triathlon
    Triathlon AND BC -ironman
    “Triathlon BC 2011”
    BCIT OR “B.C.I.T.” OR “British Columbia Institute of Technology” OR “BC Institute of Technology”
  • Search for more than you…
    Other Triathlons
    Segment Leaders
    Specific terms
    Industry specific technologies
    Duathlon, Triathlon
  • Take the temperature:
    • Ask existing stakeholders
    • Observe other athletic activities
    • Search, Search, Search
    • Follow leaders/early adopters and evaluate
  • The Swim
    Things are slow - Each movement we make doesn’t move us very far
  • Understand your audience
  • Trending
  • Goals & Measurement
  • This is all about the participants
    They are your best advocates
  • Help them tell their stories
  • Tell the communities stories
  • The Bike
    Enhance what they are already doing – Quick Wins
  • Make sharing easy
    Why not invite them to post on the Facebook page?
  • Share Photos
  • Collect Photos
  • Spectators
  • Social Media Photobooth
  • Respond to them
  • Amplify
  • The Run
    An endless marathon – Enable participants and lead them forward
  • Be the host of the stories
  • Don’t paint your own fenceTom Sawyer
  • Coordinate & Enable
    Make it an honor
  • Lead and encourage them:Final Tips
    • Add “Twitter:” and “Blog:” to applications
    • Create a training blog with top tips
    • Find & post great training tips for Triathlons
    • Interview a few early finishers for the blog
    • Schedule an annual list of posts
    • Coordinate with volunteers and race leaders
    • Find your active advocates
    • Gather posts from support networks
  • In Conclusion
    Starts slow, moving forward is slow
    Quick wins, enhance participants efforts
    An endless marathon, enable participants
  • Have a great AGM!
  • Thank you!
    This presentation is available for download and review anytime: j.mp/kempslides
    Find me at: kempedmonds.com
    On Twitter: @kempedmonds
    Thanks to Triathlon BC