Social Media Communications Simplified

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Presented an this updated version at an interactive seminar in Victoria, BC on the 11th of February 2011.

Originally presented as an interactive seminar at BCIT on the 30th of November 2010.

Published in: Business, Technology, Education
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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]
  • Social Media Communications Simplified

    1. 1. Social Media Communications Simplified<br />kempedmonds.com<br />
    2. 2. TODAY<br />Background<br />Tools<br />3 Steps to make it simple <br />Listening<br />Communicating<br />Measuring<br />
    3. 3. BACKGROUND<br />
    4. 4.
    5. 5. It’s young. There’s growth.<br />87% know of <br />7% have an account<br />88% know of <br />40% have an account<br />-Pew Internet Research (US), Feb. 2010.<br />
    6. 6. Important Questions<br />Is your website ready to receive and convert?<br />Do you have positive customer testimonials?<br />Do you have a company blog?<br />Does your organization respond to email?<br />If you don’t have a great product or service…<br />Social Media often comes last and should.<br />
    7. 7.
    8. 8. theconversationprism.com<br />
    9. 9. The Traditional Funnel<br />Hubspot.com<br />
    10. 10.
    11. 11. The New Funnel<br />Hubspot.com<br />
    12. 12. Online Communication Channels<br />CONFIDENTIAL Copyright © 2009 Constant Contact, Inc.<br />12<br />
    13. 13. Needs<br />Human Capital<br />Time<br />Technology<br />Website + CMS + Analytics<br />email & e-newsletter<br />
    14. 14.
    15. 15. archive.org<br />
    16. 16. Do you have a physical storefront?<br />Claim your virtual places.<br />
    17. 17.
    18. 18. Non Digital Listening <br />Ask your customers<br />Ask frontline employees<br />Ask co-workers<br />Ask competitors<br />
    19. 19. Email Alert - Listening Kit<br />Google Alerts<br />Social Mention<br />TweetBeep<br />Tweak your searches…<br />
    20. 20. Search Smart & Refine<br />Vancouver AND fundraiser<br />“Kemp Edmonds” OR @kempedmonds<br />Blackberry –mobile –app<br />“Get it right”<br />~bikrams<br />
    21. 21.
    22. 22.
    23. 23. Search for more than you…<br />Competitors<br />Segment leaders<br />Industry specific terms<br />Industry specific technologies<br />Related marketing or business terms<br />
    24. 24.
    25. 25. COMMUNICATING<br />
    26. 26. Survey your customers<br />
    27. 27. Take the temperature of your audience:<br /><ul><li> Ask existing customers about communications
    28. 28. Evaluate and observe competitors activities
    29. 29. Follow industry leaders and evaluate</li></li></ul><li>Customer Service<br />CUSTOMER SERVICE<br />
    30. 30.
    31. 31. Curate Content<br />CONTENT CURATION<br />
    32. 32. BE HELPFUL, BE AVAILABLE<br />@amuse_events<br />
    33. 33.
    34. 34. CREATE CONVERSION OPPORTUNITIES<br />-PAYvment<br />
    35. 35. Some Conversions<br />Visit > 2 minutes<br />Like, Follow, Subscribe<br />Newsletter, Request a Quote<br />Phone, email<br />Purchase<br />SOFT<br />HARD<br />
    36. 36. KNOW YOUR AUDIENCE. CREATE VALUE<br />
    37. 37. BRIDGE FROM THE DIGITAL<br />
    38. 38. MEASURING<br />
    39. 39. Use shortening to track all links you touch!<br /><ul><li>Time and number of clicks
    40. 40. Country of origin
    41. 41. Top Referrers - as seen </li></ul>TRY IT! j.mp/ccbcit2010+ <br />
    42. 42. Google Analytics measures inbound traffic<br />
    43. 43.
    44. 44.
    45. 45.
    46. 46. Next Steps<br />Start Listening<br />Think about content of value<br />Control your site - Blog if applicable<br />Always be measuring - Add Analytics<br />Start Communicating<br />
    47. 47.
    48. 48. Free tools for small business<br />Google Docs - Web-based Office Suite<br />Open Office – Free Office Suite<br />Dropbox – Online Storage<br />Mail Chimp – Email Marketing<br />Feedburner – Subscribe<br />Hootsuite- Social Networks <br />Doodle - Scheduling<br />
    49. 49. FREE tools for online:<br />http://analytics.google.com<br />http://alerts.google.com<br />http://netvibes.com<br />http://slideshare.net<br />http://linkedIn.com<br />http://hootsuite.com<br />http://YouTube.com<br />http://Blogger.com OR http://Wordpress.org<br />http://bit.ly OR http://j.mp<br />http://search.twitter.com<br />Google URL Builder <br />Google Forms - http://docs.google.com<br />Facebook Advertising: http://facebook.com/ads<br />
    50. 50. Questions Welcome<br />This presentation is available for download and review anytime: j.mp/kempsocial<br />Find me at: kempedmonds.com<br />On Twitter: @kempedmonds<br />kempedmonds@gmail.com<br />Special thanks to Guy Steeves<br />

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