Social Media Strategies for
Small Business
Facebook - Blog - Twitter - LinkedIn
Paul Holmes
President
IdeaZone.ca
twitter....
Social Media is not advertising.
Radically Rethink It.
Think of Facebook, Twitter and
LinkedIn like you think of meetings,...
Social Media – Pre-1830
Social Media – CIRCA 1830
Social Media – CIRCA 1877
Social Media – CIRCA 1983
Social Media – CIRCA 1995
Social Media – CIRCA 2009
Social Media – Questions We Ask...
CIRCA 1830
Let's Meet! Do you have a
car?
CIRCA 1877
Give me a call on Monday!
What's y...
Social Media is great for connecting
with people, expanding your network,
and helping customers.
It is not a newspaper,
a ...
The Next “New” Thing?
The Internet has always been a place where people connect!
I need a volunteer from the audience.
How Social Networking Helps
• Credibility
• Visibility
• Identity
●
Reputation
●
Authority
●
Influence
What Not To Expect...
●
Going “Viral”
●
Mutual Enthusiasm
●
Instant “ROI”
What is the ROI of Social Media?
What is the ROI of meeting people?
What is the ROI of the telephone?
What is the ROI of e...
The wrong question:
What is the ROI?
The ROI for Social Media will be
whether you want to be in business in
5 years from n...
What Do You Want To Achieve
Using Social Media?
Ways Companies Use Social Media
• Customer Service
• Customer Engagement
• Public Relations and Media Relations
• Hiring
•...
Strategize!
Important Questions to Ask Yourself
• Who are you building relationships with?
• What do you want people to kn...
Some Social Media Activities...
• Blogging
• Social Networking sites
• Bookmarking
• Shared calendars and
documents
• Micr...
A Ton of Social Media Sites
Fun Stats!
• By 2010 Gen Y will outnumber baby
boomers; 96% of Gen Y'ers use Social
Media.
• Most 15-24 year old Canadians...
Your Own Social Media: Blogging
• Should you blog?
• Do you write anyway?
• Advantages:
o Build expertise, connections
o C...
Facebook – Why Do Business Here?
• Location. Location. Location. Half of Canadians are
here. Where the heck are you?
• Fac...
Facebook “Business Page”
LinkedIn: A “Business Mixer” on Steroids
• Your work history
• Your connections
• Recommendations
• Referrals (Forward thi...
LinkedIn Company Page
Twitter!
Twitter: Focused Social Media
• 140 characters = one long sentence or two
short ones
• Add links – to your longer posts, t...
Productivity
I DON'T HAVE
ANY *!$!#^@#
TIME FOR THIS
@%!#!#! SOCIAL
MEDIA STUFF!
Productivity
• Organize: HootSuite, TweetDeck, etc.
• Integrate into your routines!
• Trial and error, and best practices....
Productivity – Daily Routine
• Old Daily Tasks: Check mail, check voicemail,
check e-mail. Answer phone, return calls,
ret...
Productivity – Marketing
• Old Methods: Yellow Pages, Newspaper,
Radio, TV, Fliers, Tradeshows, Mixers,
Prospect Meetings,...
Basic Social Media Etiquette
• The Three R's:
o Reciprocate
o Be Relevant
o Be Respectful
• Add value!
o Share your knowle...
Why Use Social Media?
• “Social media allows customers to express
their opinions and publish them to the world,
and we can...
Paul Holmes
paul@ideazone.ca
IdeaZone.ca/blog
PaulHolmes.ca
Questions?
Facebook.com/IdeaZone
Facebook.com/PaulHolmes
Linke...
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Cambie Business Presentation

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The slides from my presentations to the Cambie Village Business Association on October 18, 2010.

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  • When you sit down at the computer?
    All things being equal, people will do business with and refer business to those people they know, like and trust
    Social Media marketing works when you use it to build the following:
  • When you sit down at the computer?
    All things being equal, people will do business with and refer business to those people they know, like and trust
    Social Media marketing works when you use it to build the following:
  • Credibility
    Not just what you say about yourself, but what your clients and customers are saying about you.
    Social network users are 3x more likely to trust peer opinions over advertising when making purchasing decisions (Jupiter Research)
    Visibility
    Be present in the places your customers are spending time online
    Increase the chances that they will find your website, as well (SEO)
    Incoming links
    Fresh content
    Use of keywords in content
    Identity
    Relationships
  • When you sit down at the computer?
    All things being equal, people will do business with and refer business to those people they know, like and trust
    Social Media marketing works when you use it to build the following:
  • When you sit down at the computer?
    All things being equal, people will do business with and refer business to those people they know, like and trust
    Social Media marketing works when you use it to build the following:
  • When you sit down at the computer?
    All things being equal, people will do business with and refer business to those people they know, like and trust
    Social Media marketing works when you use it to build the following:
  • Transcript of "Cambie Business Presentation"

    1. 1. Social Media Strategies for Small Business Facebook - Blog - Twitter - LinkedIn Paul Holmes President IdeaZone.ca twitter.com/tpholmes facebook.com/PaulHolmes linkedin.com/in/tpholmes
    2. 2. Social Media is not advertising. Radically Rethink It. Think of Facebook, Twitter and LinkedIn like you think of meetings, telephone calls and e-mails. Same approach, new channels.
    3. 3. Social Media – Pre-1830
    4. 4. Social Media – CIRCA 1830
    5. 5. Social Media – CIRCA 1877
    6. 6. Social Media – CIRCA 1983
    7. 7. Social Media – CIRCA 1995
    8. 8. Social Media – CIRCA 2009
    9. 9. Social Media – Questions We Ask... CIRCA 1830 Let's Meet! Do you have a car? CIRCA 1877 Give me a call on Monday! What's your phone number? CIRCA 1995 We vote on resolutions using e-mail. What's your e-mail address? CIRCA 2009 I can't find your Facebook page. And what's your Twitter handle?
    10. 10. Social Media is great for connecting with people, expanding your network, and helping customers. It is not a newspaper, a radio or a television. Don't just push. Interact.
    11. 11. The Next “New” Thing? The Internet has always been a place where people connect!
    12. 12. I need a volunteer from the audience.
    13. 13. How Social Networking Helps • Credibility • Visibility • Identity ● Reputation ● Authority ● Influence
    14. 14. What Not To Expect... ● Going “Viral” ● Mutual Enthusiasm ● Instant “ROI”
    15. 15. What is the ROI of Social Media? What is the ROI of meeting people? What is the ROI of the telephone? What is the ROI of e-mail?
    16. 16. The wrong question: What is the ROI? The ROI for Social Media will be whether you want to be in business in 5 years from now, or not. - Richard J. Larkin
    17. 17. What Do You Want To Achieve Using Social Media?
    18. 18. Ways Companies Use Social Media • Customer Service • Customer Engagement • Public Relations and Media Relations • Hiring • Promoting • General Promotion • Direct Promotion • Brand Promotion
    19. 19. Strategize! Important Questions to Ask Yourself • Who are you building relationships with? • What do you want people to know about? • When will you participate online? • How much time and energy will this take? • How will you know when this pays off?
    20. 20. Some Social Media Activities... • Blogging • Social Networking sites • Bookmarking • Shared calendars and documents • Microblogging/Live blogging ● Photo sharing ● Wikis ● Virtual worlds ● Podcasting ● Video blogging ● Teleseminars/Webinars In it's broadest definition, Social Media encompasses any tools that allow people to interact online.
    21. 21. A Ton of Social Media Sites
    22. 22. Fun Stats! • By 2010 Gen Y will outnumber baby boomers; 96% of Gen Y'ers use Social Media. • Most 15-24 year old Canadians report that they use Facebook daily. • The fastest growing demographic on Facebook is 55-64. • If Facebook was a country, it would be the 4th largest. • 1 in 8 couples married in the U.S. in 2008 met using social media. • The fastest growing demographic on Twitter is 15-24 (they're finally catching up with the 35-44 group) • Wiki is an Hawaiin term meaning “Quick” ● The largest social network in the World is “QZone” (China). ● 80% of Twitter usage is on mobile devices. ● After the Iranian election, the U.S. State Department asked Twitter to delay their scheduled maintenance, so Iranian protest organizers would not have any downtime. ● Largest search engine is Google; YouTube is the 2nd largest. ● Flickr started as a project at UVic! It is now the 2nd most popular photo sharing site online, after Facebook. ● Amazon sold more eBooks on Christmas Day, 2010 than regular books. ● 78% of consumers trust peer recommendations; 14% trust ads. Just a Fad?
    23. 23. Your Own Social Media: Blogging • Should you blog? • Do you write anyway? • Advantages: o Build expertise, connections o Constant flow of fresh content o Export your blog onto other social media sites o Comment on other blogs o Fuels article sites o Own and control “your” social media
    24. 24. Facebook – Why Do Business Here? • Location. Location. Location. Half of Canadians are here. Where the heck are you? • Facebook “Pages” • Status updates • User Interaction • Events • Send and Update • Facebook Ads • Highly targetted by geography, demography and friends of fans.
    25. 25. Facebook “Business Page”
    26. 26. LinkedIn: A “Business Mixer” on Steroids • Your work history • Your connections • Recommendations • Referrals (Forward this profile to a connection) • Groups • Company Profile • Applications o Blog feed o Events o Company Buzz
    27. 27. LinkedIn Company Page
    28. 28. Twitter!
    29. 29. Twitter: Focused Social Media • 140 characters = one long sentence or two short ones • Add links – to your longer posts, to others • Comment on other people's tweets • Pass on information (Retweet) • Research, listen • Connect with your target market!
    30. 30. Productivity I DON'T HAVE ANY *!$!#^@# TIME FOR THIS @%!#!#! SOCIAL MEDIA STUFF!
    31. 31. Productivity • Organize: HootSuite, TweetDeck, etc. • Integrate into your routines! • Trial and error, and best practices. • Don't over-automate!
    32. 32. Productivity – Daily Routine • Old Daily Tasks: Check mail, check voicemail, check e-mail. Answer phone, return calls, return e-mails. • New Daily Tasks: Everything else, plus check Facebook page posts, check mentions and DMs on Twitter. » Email Mentions - socialoomph.com » Email DMs - twitter.com
    33. 33. Productivity – Marketing • Old Methods: Yellow Pages, Newspaper, Radio, TV, Fliers, Tradeshows, Mixers, Prospect Meetings, RFPs, Newsletters, etc. • New Method: Blog, Post to Facebook and Twitter. » Ask people to share. Ask. Ask. Ask. » Tag tweets, include action links. • New Method for Newsletter (email or print): Compile blog posts.
    34. 34. Basic Social Media Etiquette • The Three R's: o Reciprocate o Be Relevant o Be Respectful • Add value! o Share your knowledge o Share the knowledge of others • LISTEN
    35. 35. Why Use Social Media? • “Social media allows customers to express their opinions and publish them to the world, and we cannot afford not to participate in the conversation. I think in five years you won’t specifically talk about social media. It will just be an integral part of how you go to market, and how you get your marketing mix.” Eric Kintz VP/ Head of Product Strategy and Corporate Development, Logitech
    36. 36. Paul Holmes paul@ideazone.ca IdeaZone.ca/blog PaulHolmes.ca Questions? Facebook.com/IdeaZone Facebook.com/PaulHolmes LinkedIn.com/companies/IdeaZone.ca LinkedIn.com/in/tpholmes twitter.com/IdeaZone twitter.com/tpholmes

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