Saanich Parks & Recreation, Dec 8, 2011

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Saanich Parks & Recreation, Dec 8, 2011

  1. 1. Getting Started with Social Media Chris Burdge [email_address] 250.508.7761
  2. 2. Credentials <ul><li>Online marketing since 1994 </li></ul><ul><li>McCann Erikson, Publicis, Cove-Ito (Japan) </li></ul><ul><li>Fortune 500 brands: Nestle, HP, Coca-Cola </li></ul><ul><li>Founded bWEST – July 2009 </li></ul><ul><li>Co-founded Social Media Camp 2010 </li></ul>
  3. 3. What is Social Media ?
  4. 4. <ul><li>Social ~ the characteristic of living organisms. It refers to the interaction of organisms with other organisms (people) and to their collective co-existence . </li></ul>Media ~ tools used to deliver, share & store information or data.
  5. 5. <ul><li>Social Networks You Know </li></ul><ul><li>Religious </li></ul><ul><li>Charity </li></ul><ul><li>Chamber of Commerce </li></ul><ul><li>Networking Group </li></ul><ul><li>Sports Teams </li></ul><ul><li>Book Club </li></ul><ul><li>Online Social Networks </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Linkedin </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Google+ </li></ul></ul>social networks
  6. 6. Social Media Strategy
  7. 7. <ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Tactics </li></ul></ul><ul><ul><li>Measurement </li></ul></ul>Social Media Strategic Planning
  8. 8. <ul><ul><li>Increase website traffic </li></ul></ul><ul><ul><li>Generate awareness </li></ul></ul><ul><ul><li>Build “social capital ” </li></ul></ul><ul><ul><li>… </li></ul></ul>Objectives
  9. 9. Social Media ROI
  10. 10. <ul><ul><li>Content </li></ul></ul><ul><ul><li>Engagement </li></ul></ul><ul><ul><li>Management </li></ul></ul><ul><ul><li>Measurement </li></ul></ul>Social Media Strategy
  11. 11. <ul><ul><ul><li>Plan compelling, valuable content </li></ul></ul></ul><ul><ul><ul><li>Copy, images, video </li></ul></ul></ul><ul><ul><ul><li>Follow category, customers, prospects </li></ul></ul></ul><ul><ul><ul><li>Create 5 blog “themes” </li></ul></ul></ul>1. Content
  12. 13. Base Camp Outposts
  13. 14. <ul><ul><li>Fitness </li></ul></ul><ul><ul><li>Health </li></ul></ul><ul><ul><li>Nutrition </li></ul></ul><ul><ul><li>Diet </li></ul></ul><ul><ul><li>Training </li></ul></ul>Five Themes
  14. 15. <ul><ul><li>Content </li></ul></ul><ul><ul><li>Engagement </li></ul></ul><ul><ul><li>Management </li></ul></ul><ul><ul><li>Measurement </li></ul></ul>Social Media Strategy
  15. 16. <ul><ul><ul><li>Determine tools (Blog, Facebook, Twitter, YouTube) </li></ul></ul></ul><ul><ul><ul><li>Start slow, get comfortable </li></ul></ul></ul><ul><ul><ul><li>Network building </li></ul></ul></ul><ul><ul><ul><li>Engage … be “social” </li></ul></ul></ul>2. Engagement
  16. 20. <ul><li>Twitter </li></ul><ul><li>A micro-blogging service allowing users to send & read “tweets” which are text-based posts of up to 140 characters in length. </li></ul>
  17. 25. What to tweet… <ul><li>A blog post / event </li></ul><ul><li>Tips / Top 10 Lists. People love lists </li></ul><ul><li>Ask a question / get feedback </li></ul><ul><li>Retweet something interesting / useful </li></ul><ul><li>Comment on a tweet </li></ul><ul><li>@reply to a tweet / question </li></ul>
  18. 26. What NOT to tweet… <ul><li>What you had for breakfast, unless it was truly awesome… (include pic) </li></ul><ul><li>What your cat had for breakfast, or anything else about your cat… </li></ul><ul><li>Don’t overuse #hashtags… </li></ul><ul><li>And always remember, the Internet never forgets, </li></ul><ul><li>and that’s a long time… </li></ul>
  19. 28. <ul><ul><li>Tweet Rule </li></ul></ul><ul><ul><li>10 : 1 </li></ul></ul><ul><ul><li>Value-add : Marketing </li></ul></ul>
  20. 30. <ul><ul><li>Tweet every day at least 3 times, more if you’d like </li></ul></ul><ul><ul><li>Talk about what you are passionate about </li></ul></ul><ul><ul><li>Find people to follow in various areas ; business, hobbies, sports, passions </li></ul></ul><ul><ul><li>Create at least 2 lists e.g. business related, hobby related </li></ul></ul><ul><ul><li>Retweet people who’s tweets you enjoy </li></ul></ul>The 90 Day Challenge <ul><ul><li>Commit to doing the following for 90 days: </li></ul></ul>
  21. 31. <ul><ul><li>Say something funny – show your sense of humor </li></ul></ul><ul><ul><li>@reply at least once a day with either a comment or question </li></ul></ul><ul><ul><li>Post a few pictures to Twitter using Twitpic or Hootsuite (or other) </li></ul></ul><ul><ul><li>Use a few hashtags e.g. #fitness #yyj or others related to your business </li></ul></ul><ul><ul><li>Get to know Tweeps “IRL” by attending an event e.g. a tweet-up </li></ul></ul>The 90 Day Challenge
  22. 32. What’s new @ facebook ?
  23. 33. 1 2 7 4 5 6 3 3
  24. 34. 1 2 7 4 5 6 3
  25. 38. <ul><li>Generate awareness </li></ul><ul><li>Network with other businesses </li></ul><ul><li>Establish relationships </li></ul><ul><li>Like” other Pages </li></ul><ul><li>Post content on other Pages </li></ul><ul><li>Comment on other Pages’ wall content </li></ul>Use Facebook as Your Business
  26. 40. <ul><ul><li>Always add value </li></ul></ul><ul><ul><li>Comment, don’t just “like” content </li></ul></ul><ul><ul><li>Be aware of etiquette </li></ul></ul><ul><ul><li>Pictures increase “ edge rank ” </li></ul></ul><ul><ul><li>And please… </li></ul></ul>best practices
  27. 41. answer the phone
  28. 43. BUILDING YOUR NETWORK
  29. 46. 1 2 4 3 5 6
  30. 50. <ul><li>The average CND Facebook user has 190 friends </li></ul>
  31. 51. The average CND Facebook user has 190 friends 218 (comments) X 190 (friends) = 41,420 impressions
  32. 52. <ul><ul><li>Content </li></ul></ul><ul><ul><li>Engagement </li></ul></ul><ul><ul><li>Management </li></ul></ul><ul><ul><li>Measurement </li></ul></ul>Social Media Strategy
  33. 53. <ul><ul><li>Management (tools & systems) </li></ul></ul><ul><ul><ul><li>Identify resources </li></ul></ul></ul><ul><ul><ul><li>Hootsuite </li></ul></ul></ul><ul><ul><ul><li>Create a System </li></ul></ul></ul><ul><ul><ul><li>Work it… </li></ul></ul></ul>SM Strategy Breakdown
  34. 57. <ul><ul><li>Content </li></ul></ul><ul><ul><li>Engagement </li></ul></ul><ul><ul><li>Management </li></ul></ul><ul><ul><li>Measurement </li></ul></ul>Social Media Strategy
  35. 58. <ul><ul><li>Measurement & Monitoring </li></ul></ul><ul><ul><ul><li>Google analytics </li></ul></ul></ul><ul><ul><ul><li>Hootsuite </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul>SM Strategy Breakdown
  36. 60. things you can do today
  37. 61. start listening… 1
  38. 62. <ul><li>Who’s talking about you, your organization, events in your area </li></ul><ul><li>What are they saying </li></ul><ul><li>Look for opportunities to engage </li></ul><ul><li>Provide customer service </li></ul>1. Listen for…
  39. 65. <ul><li>Simple & cheap </li></ul><ul><li>Search engines love blogs </li></ul><ul><li>Encourages repeat visits </li></ul><ul><li>Foundation / hub </li></ul>2. Start a blog
  40. 67. <ul><li>Facebook contest </li></ul><ul><li>YouTube account </li></ul><ul><li>Foursquare promo </li></ul><ul><li>Google Adwords </li></ul>3. Try Something New
  41. 69. <ul><li>Slide Shows </li></ul><ul><li>Interviews </li></ul><ul><li>Behind-the-scenes </li></ul><ul><li>How-to videos </li></ul><ul><li>Reviews </li></ul><ul><li>Video blogs </li></ul><ul><li>Commercials </li></ul>video ideas
  42. 70. <ul><ul><ul><li>Let’s Review </li></ul></ul></ul>
  43. 71. <ul><li>Listen, listen, listen </li></ul><ul><li>Content is king… </li></ul><ul><li>Engage, engage, engage </li></ul><ul><li>Always add value </li></ul><ul><li>Answer the phone </li></ul><ul><li>Test, track & tweak </li></ul><ul><li>Overnight success, takes time… </li></ul>social media mantras
  44. 72. <ul><li>bWEST Interactive bwest.ca/blog </li></ul><ul><li>Hootsuite </li></ul><ul><li>hootsuite.com </li></ul><ul><li>Twitter </li></ul><ul><li>Twitter.com </li></ul><ul><li>Web Strategy by Jeremiah web-strategist.com/blog </li></ul>resources <ul><li>YouTube </li></ul><ul><li>YouTube.com </li></ul><ul><li>Chris Brogan chrisbrogan.com </li></ul><ul><li>Micropersuasion micropersuasion.com </li></ul><ul><li>Facebook </li></ul><ul><li>facebook.com </li></ul>
  45. 73. Questions? @b_west BwestInteractive 250.508.7761 http://www.bwest.ca

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