Kellett Yellowknife Sept-24

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Kellett Yellowknife Sept-24

  1. 1. Business is built on relationships
  2. 2. Relationships are built on trust
  3. 3. Trust is gained through engagement
  4. 4. Agenda   9:00 – 9:10 Introductions   9:10 – 10:30 Social Media Strategic Planning   10:30 Break   10:40 – 12:00 Tools, Case Study & 5 Things…
  5. 5. Credentials   Online marketing since 1994   Fortune 1000 brands: Nestle, HP, Coca-Cola   McCann Erikson, Publicis, Cove-Ito (Japan)   Founded bWEST – July 2009   Co-founder: Social Media Camp
  6. 6. “As tech columnist I’m supposed to be on top of what’s new in tech, but there’s just too much, it’s like drinking from a fire hose. I can only imagine how hopeless a task it must be for everyone else.” David Pogue New York Times
  7. 7. media revolution
  8. 8. 1900’s 1400’s 1994 1800’s 1800’s
  9. 9. what is social media?
  10. 10. Internet & mobile tools for sharing & discussing information
  11. 11. why you should care about social media.
  12. 12. Two-thirds of the global Internet population visit social media websites. Nielsen, Global Faces and Networked Places
  13. 13. The amount of video uploaded to YouTube every minute.
  14. 14. The number of YouTube videos viewed per day.
  15. 15. 5,000,000,000 The number of photos on Flickr
  16. 16. The average number of Tweets per day on Twitter.
  17. 17. The monthly growth rate of Twitter users from January to February 2009.
  18. 18. inauguration 2.0
  19. 19. Why should you care about social media?
  20. 20. Fish where the fish are
  21. 21. September 14, 2010
  22. 22. "These tools are incredibly important internally and externally in terms of how you communicate…"
  23. 23. “We don't block access anymore to social media…” “We want to say to our employees that we trust them and we do trust them to be responsible”
  24. 24. The BC government is creating new guidelines for the use of social media among its employees and encouraging the use of Twitter, Facebook and other tools. Allan Seckel, Deputy minister to the BC premier
  25. 25. Social media is not…
  26. 26. …just a new communications channel. It’s a new way of understanding markets.
  27. 27. If you listen…
  28. 28. strategic planning…
  29. 29. Social Media Strategic Planning 1.  Objectives 2.  Target Audience 3.  Strategy & Tactics 4.  Measurement
  30. 30. Objectives   SM Marketing objectives −  Increase website traffic −  Drive store traffic −  Improve customer service −  Build “social capital”
  31. 31. Target Audience   Who are you talking to −  Geographics −  Gender −  Age range −  Social media savvy
  32. 32. Website Audit   Website stats analysis −  Visitors −  Source of traffic / Referring sites −  Keywords −  Goals
  33. 33. Site Audit
  34. 34. Site Overlay
  35. 35. Strategy / Tactics (examples)   Demonstrate expertise −  Blog + Twitter   Increase awareness / drive site traffic −  Facebook Page + advertising   Drive store traffic −  Exclusive offers: discount / coupon
  36. 36. SM Strategy Breakdown 1.  Content 2.  Engagement 3.  Management 4.  Measurement
  37. 37. SM Strategy Breakdown 1.  Content −  Plan compelling, valuable content −  Content types: copy, images, video −  Create list of relevant blogs −  Follow category, customers, competitors −  Pick a niche & stick with it − 5 blog “themes”
  38. 38. Five Themes 1.  Industry insights 2.  Product uses 3.  [ fill in ] experts 4.  [ brand ] stories 5.  In the community
  39. 39. SM Strategy Breakdown 2.  Engagement −  Determine tools (Blog, Facebook, Twitter, Linkedin, YouTube) −  Start slow, get comfy, build −  Set-up and / or optimize accounts −  Network building (Find people, search, groups, competitors, tweetups) −  Engage … be “social”
  40. 40. Tweet Rule 10 : 1 Value-add : Marketing
  41. 41. SM Strategy Breakdown 3.  Management (tools & systems) −  Identify resources −  Hootsuite −  System −  Monitor (listen) −  Engage (respond) −  Publish −  Weekly evaluation
  42. 42. Outposts Base Camp
  43. 43. SM Strategy Breakdown 4.  Measurement & Monitoring −  Google analytics −  Hootsuite −  Facebook −  ScoutLabs −  Google Alerts
  44. 44. Test, Track & Tweak… −  Twitter / Facebook / 4S specials −  Host a tweetup −  Try stuff. Don’t be afraid to make mistakes −  Learn from your mistakes…
  45. 45. Twitter A micro-blogging service allowing users to send & read “tweets” which are text-based posts of up to 140 characters in length.
  46. 46. More Info here
  47. 47. Are you answering the phone?
  48. 48. What to tweet…   A blog post / event   Ask a question / get feedback   Provide customer service   Retweet something interesting / useful   Comment on a tweet   Reply to a tweet / question
  49. 49. Tweet Rule 10:1 value add : marketing
  50. 50. What NOT to tweet…   What you had for breakfast, unless it was truly awesome…   What your cat had for breakfast, or anything else about your cat…   Any go easy on the inspirational quotes… And always remember, the Internet never forgets, and that’s a long time…
  51. 51. Building “Social Capital” The Trust Factor
  52. 52. Is your website social media ready?
  53. 53. 5 things you can do today
  54. 54. 1. Start listening Listen for… •  Who’s talking about you, your organization, competitors, industry •  What are they saying •  Look for opportunities to engage •  Customer service
  55. 55. 2. Start a blog •  Simple & cheap •  Search engines love blogs •  Encourages repeat visits •  Foundation / hub
  56. 56. 3. Try Twitter / Linkedin / Facebook Create accounts •  Easy to use / low-medium commitment •  Connect with customers, prospects, influencers •  Create & promote events •  Use on the go…
  57. 57. 4. Let your customers know Cross pollinate •  Social media icons on website •  Email signature •  Business card •  Signage
  58. 58. 5. Advanced User? Leverage SMM tools e.g. Hootsuite •  Multiple accounts / authors •  Lists / search columns •  Schedule tweets •  Click tracking
  59. 59. a little common sense goes a long way…
  60. 60. let’s wrap in up
  61. 61. Mantras 1.  Listen, listen, listen 2.  Always add value 3.  Engage, engage, engage 4.  The internet never forgets 5.  Test, track & tweak 6.  Overnight success, takes time…

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