Social Media Essentials

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Social media is on everyone's mind these days, but where do you start? In this talk we will cover the essentials of social media and as business owners you will learn how you can join the conversation- and how to use it to its maximum potential to grow your business.

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  • People turn to the web to search for products and informationRely on comments, forums, blogs for inputWhen people search for your product/service they don’t only want to find your site
  • Dominate the market: Be part of the marketBroadcast: ME, ME, ME; Listen Observe, Value Engage, US USUSDominate the Market!Create a Social Media Community within the MarketShout Out LoudListen, Observe, Provide Value & EngageIt’s all about Me, Me, MeUs, Us, Us-WE!PUSH your Product or ServicePULL People with your Message & StoryAdvertisingWord of Mouth Social MarketingControl & DictateAllow & ShareNurture “Leads”Build & Nurture Relationships
  • PHASE: LISTEN OBSERVEPHASE 2: START CREATING CONTENT: DECIDE HOW/WHERE based on CUSTOMER PROFILE to put that contentMeasure. Adjust. Repeat.KEY IS START SMALL. Don’t TRY TO DO IT ALL
  • Well, let’s start with the most popular. With more than 500 million active users...
  • That represents 51.49% of the Canadian population and 75% of Canadians are online4th highest in the world98% use search28% leisure time is spent onlineAccording to eMarketer, 59% of Canadains internet users visited a social networking site in 2010 and is projected to increase to 68% in 20145.5 hours week on social media sites68% of Canadians have become fans of a brand on FacebookThe amount of time spent on Facebook is up 700% from 2009Twitter is up 3700% since 20091/3 of consumers rely on social media when making a purchasing decisionBut only 15% of Canadian companies have a social media budget
  • Canadian-Currently, 59% of the Canadian internet users visit social networking sites on a monthly basis, a proportion which is set to grow to 68% by 2014
  • Not a Personal Page!!
  • Not broadcasting!Think of the cocktail party
  • Claim your places page, show up in Google Results
  • Identify your goalsWhat are you hoping to accomplish?How much time are you willing to invest?How will you measure success?How long will you try?Ask yourself what the goal is?Why do you want to start?PositionVircom as expert in email security and provide insight on various email issuesCreate brand awareness and presence Stimulate interest and communication within communities – include current customers in the mix, get people talking about you and directly talking to youEngage tech savvy consumers world wide and share expertise Be more involved in the consumer purchase cycle and be able to influence consumer’s consideration to purchaseIncreasing focus on online research - most business consumers research software online before making a purchaseWeb research now dominates the consideration phase of sales cycle - internet has the most influence purchase decisionsFocus on a online vehicles by which we can reach our target audience. • Capitalize on this trend • Increase the value of online research of our customer • Make good use of valuable Web real estateBreak it down into phases Content creationFocus on the ‘what’ you will take about, then the ‘where’Align with your goalsAlign with your target audience
  • Before the theme is designed or the first word is written, corporate blog teams must lay out a robust argument for why the blog makes sense, for whom it is intended, how blog success will be measured, and by whom.”Got that? Set realistic goals and have realistic expectations before you start, or else you’ll end up with a ghost town.Personally, I think it’s best to do it yourself. There are plenty of online resources that you can use to self-learn or appoint a point person in the companywho will learn the basics and teach others. There are no experts in the industry and those that are most likely aren’t consulting! You know your expertise, you know your industry, you know your customer and who you are selling to. What’s their to be afraid of? I’ve seen many blogs outsourced in our industry and they come across sounding generic and not the kind of stuff our TARGET wants to read or learn from. But you make the call.We chose to do itourselves. We know ourindustrywe are experts in ourfield.Advice: Start small. Don’ttry to go big and joinevery site out there. You need a focus. We chose our blog as our hub.Startedwith a small team of 4 (4 bloggersacrossour R&D, ProdMarketing and Support with 1 internal editor) aiming for 8 posts a monthacross the differentcompetenciesSelf promotionLack of planTaking on too much: joining every site out there
  • Expecting results after a short term investment is not realistic. It’s not a sprint but more like a marathon ..to quote Gary VaynerchukYou have to be in it for the long run.
  • Social Media Essentials

    1. 1. Social Media Essentials: Listen & Connect with Your Customers<br />Presented to Leading Spas of Canada<br />April 4, 2011<br />Sandy Sidhu<br />
    2. 2. www.sandyksidhu.com<br />Social Media is...<br />
    3. 3. www.sandyksidhu.com<br />Characterized by Reach, Permanence, Accessibility, Usability, Immediacy<br />
    4. 4. www.sandyksidhu.com<br />Traditional Marketing vs. Social Media Marketing<br />
    5. 5. www.sandyksidhu.com<br />Where to start?<br />
    6. 6. www.sandyksidhu.com<br />
    7. 7. Canada ranks 10th in the top 30 countries with <br />17,288,620 users, a59.2% growth over 2 years<br />The amount of time spent on Facebook is up700%from 2009<br />www.sandyksidhu.com<br />
    8. 8. Fastest growing segments<br />Over the last 3 months:<br />Fastest growing segment: 55+<br />2nd Fastest group: 35-54 age group<br />www.sandyksidhu.com<br />In Canada, women represent 54% of Facebook users<br />
    9. 9. www.sandyksidhu.com<br />Getting started<br />
    10. 10. Create a Business Profile Page<br />www.sandyksidhu.com<br />
    11. 11. Use Custom Tabs<br />www.sandyksidhu.com<br />
    12. 12. Insights<br />www.sandyksidhu.com<br />
    13. 13. advertising<br />www.sandyksidhu.com<br />
    14. 14. www.sandyksidhu.com<br />Grow your fanbase<br />
    15. 15. suggest your page to your FB friends<br />send an email<br /> to your existing clients <br />www.sandyksidhu.com<br />
    16. 16. Add the social icons everywhere<br />www.sandyksidhu.com<br />
    17. 17. www.sandyksidhu.com<br />Engage with your fans<br />
    18. 18. sharing on Facebook<br />Ask questions<br />Polls/surveys<br />Share with behind the scenes information<br />Tips<br />Offer exclusive deals/specials<br />www.sandyksidhu.com<br />
    19. 19. Encourage Participation<br />www.sandyksidhu.com<br />
    20. 20. www.sandyksidhu.com<br />
    21. 21. www.sandyksidhu.com<br />Twitter vsFacebook<br /><ul><li>Explore and connect
    22. 22. Profiles rich in information
    23. 23. Add friends to your network
    24. 24. Short and quick communication (140 characters)
    25. 25. Information gathering and sharing
    26. 26. Can interact and follow people you don’t know</li></li></ul><li>www.sandyksidhu.com<br />
    27. 27. www.sandyksidhu.com<br />See what others are saying about you<br />
    28. 28. Join the conversation<br />Listen to what others are saying<br />Observe how others interact<br />Join in<br />Follow media, industry people<br />www.sandyksidhu.com<br />
    29. 29. www.sandyksidhu.com<br />Grow your followers<br />Grow your followers<br />
    30. 30. www.sandyksidhu.com<br />Follow people who follow you<br />
    31. 31. www.sandyksidhu.com<br /><ul><li>Share Content
    32. 32. Retweet other people
    33. 33. Interact</li></li></ul><li>www.sandyksidhu.com<br />Ask questions...<br />
    34. 34. Use tools to:<br />Manage your Twitter account(s)<br />Find Local people<br />Monitor your brand<br />Schedule tweets<br />www.sandyksidhu.com<br />
    35. 35. Location Aware Social Networking<br />www.sandyksidhu.com<br />
    36. 36. How it works: Smartphones use GPS to be ‘location aware’ and let you discover places around you<br />www.sandyksidhu.com<br />
    37. 37. You “check in” when you go places<br />www.sandyksidhu.com<br />
    38. 38. Get rewarded when you go out<br />www.sandyksidhu.com<br />
    39. 39. Search for specific places<br />www.sandyksidhu.com<br />
    40. 40. Influence choices & See what Others are Saying<br />www.sandyksidhu.com<br />
    41. 41. Influence Decisions: Offer specials<br />www.sandyksidhu.com<br />
    42. 42. Influence Decisions: Offer specials<br />www.sandyksidhu.com<br />
    43. 43. www.sandyksidhu.com<br />Build your online presence!<br />
    44. 44. Easy to update content <br />Updated, new content is regularly indexed by search engines<br />Include in your website navigation <br />www.sandyksidhu.com<br />BLOGS<br />
    45. 45. Claim your web Real Estate<br />www.sandyksidhu.com<br />Leverage Search<br />
    46. 46. www.sandyksidhu.com<br />listing<br />
    47. 47. Encourage Reviews<br />www.sandyksidhu.com<br />
    48. 48. www.sandyksidhu.com<br />
    49. 49. Trends<br />www.sandyksidhu.com<br />2009 was the year of Twitter<br />2010 was the year to “check-in”<br />2011: Group Buying, Branded Content, Facebook Commerce<br />
    50. 50. www.sandyksidhu.com<br />Bringing it all together<br />
    51. 51. Your turn: Getting Started<br />Develop a Social Media Strategy <br />Break it down into phases<br />Don’t try to do it all at once <br />www.sandyksidhu.com<br />
    52. 52. Social Media Pit Falls<br />Lack of purpose?<br />Not writing for your target audience<br />Social media is not as high a priority as other types of marketing<br />Learning Curve: It’s not easy!<br />Lack of Ownership<br />www.sandyksidhu.com<br />
    53. 53. www.sandyksidhu.com<br />Social Media is a piece of the puzzle<br />MARKETING<br />CAMPAIGNS<br />PPC<br />SOCIAL MEDIA<br />SEO<br />EMAIL MARKETING<br />http://www.flickr.com/photos/horiavarlan/4273913228<br />
    54. 54. www.sandyksidhu.com<br />Pace yourself<br />It’s not a sprint<br />http://www.flickr.com/photos/pabo76/1862652822/<br />
    55. 55. Thank You!<br />www.sandyksidhu.com<br />
    56. 56. www.sandyksidhu.com<br />Over the last two years, Sandy has been assisting everyone from CEOs, Senior Sales and Marketing leaders and small business owners on how to integrate social media into their marketing strategy and use blogging, Facebook and Twitter to grow their presence and connect with customers.<br />She understands the changing landscape of the web and can help organizations be an integral part of this landscape.<br />Connect With Me:<br />sandy.sidhu@gmail.com<br />http://www.sandyksidhu.com/work-with-me/<br />514.835.1624<br />

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