Welcome <ul><li>Social Media Bootcamp for Busy Professionals Best Practices for Economic Development Organizations </li></ul>
Agenda <ul><li>Webinar content </li></ul><ul><li>Resources </li></ul><ul><li>Future online learning events </li></ul><ul><...
Speaker Michelle Spezowka Culcher Connect Media > 12+ years of traditional & online marketing experience > social networki...
Now What? 2.0 Strategies Approach Build Brand Plan Engage Strategy & Approach – 40% Marketing & Messaging – 40% Technology...
Walk Before You Run <ul><li>Step 1 Needs Analysis -  What do you want to accomplish? </li></ul><ul><li>Step 2   Evaluates ...
Web 2.0  <ul><li>Rich, interactive methods to target new audiences </li></ul><ul><li>Feedback and direct conversation </li...
Web 2.0 = Engagement
Web 2.0 = Interaction
Web 2.0 = Interaction
Web 2.0 = Interaction
Web 2.0 Philosophy <ul><li>Open, social and inclusive </li></ul><ul><li>Mixes local with global </li></ul><ul><li>Collabor...
Why You Should Care The conversation   will take place with  or without you. Fact:
Why You Should Care <ul><li>Transform a concern    into an opportunity </li></ul><ul><li>Publish with the    intent of “su...
Your Social Media Philosophy <ul><li>Your Toolkit  </li></ul><ul><li>Be prepared </li></ul><ul><li>Listen </li></ul><ul><l...
Push & Pull Marketing <ul><li>Profile </li></ul><ul><li>The customer is in charge </li></ul><ul><li>Highly independent </l...
Web 2.0 Strategy <ul><li>Push  – publishing your message </li></ul><ul><li>Pull  – engage your community to participate </...
Create Your 2.0 Community <ul><li>People + passion + platform = community </li></ul><ul><li>Humanize your brand    and you...
How ? <ul><li>Create an identity and presence </li></ul><ul><li>Join the conversation </li></ul><ul><li>Create value and p...
Web 2.0 = Storytelling
Web 2.0 = Storytelling
Web 2.0 = Storytelling
Push Strategy <ul><li>Publish your message  </li></ul><ul><li>Intent to engage </li></ul><ul><li>Share critical updates </...
Push Strategy: Facebook Tools <ul><li>Create a fan page </li></ul><ul><li>Create an event  </li></ul><ul><li>Post a video ...
Push Strategy: Facebook Tools
Pull Strategy <ul><li>Create discussion    board on FB </li></ul><ul><li>Create questions tab    on FB  </li></ul><ul><li>...
Pull Strategy <ul><li>Engage with your audience   </li></ul><ul><li>Respond to questions </li></ul><ul><li>Ask questions <...
Pull Strategy: Tools <ul><li>Surveygizmo.com  </li></ul><ul><li>Surveymonkey.com </li></ul><ul><li>Twtpoll.com </li></ul><...
Doing It Right Tip: <ul><li>Build goodwill    among clients </li></ul><ul><li>Provide updates </li></ul>
How-To Become a Thought Leader <ul><li>Provide reliable information </li></ul><ul><li>Be eager to give information away </...
Plan Your Messaging <ul><li>Other Resources http://bit.ly/l5076s </li></ul>
Tools - Facebook <ul><li>Ten Minutes a Day </li></ul><ul><li>Find new sources that    interest you & Like </li></ul><ul><l...
Tools - LinkedIn <ul><li>Ten Minutes a Day </li></ul><ul><li>Join a Group </li></ul><ul><li>Review discussions &    provid...
Tools - Twitter <ul><li>Ten Minutes a Day </li></ul><ul><li>Find new followers every    week & follow back  </li></ul><ul>...
Tools - Hootsuite Use if you have a Twitter & Facebook Page and/or more than one Twitter account – and LINK!
Tools - Hootsuite Time-saving tip: If you have a Twitter & Facebook Page and/or more than one Twitter account – LINK!
Tools - Hootsuite Add your personal accounts and business accounts into Hootsuite to save time. You can also “schedule” po...
Tools - Hootsuite Using your marketing calendar, you can schedule future tweets and posts in Twitter and Facebook.
Q&A <ul><li>What are your barriers to engagement? </li></ul><ul><li>How can you improve your online presence? </li></ul>
Stay in Touch <ul><li>Thank you for joining us! </li></ul>@saskecdevassoc Saskatchewan Economic Development Association [e...
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Social Media Bootcamp for Busy Professionals

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Social networking is playing an increasingly significant role on the Internet and in our lives. It is re-shaping the way that we create and maintain relationships with friends and peers, and also impacting how businesses interact with prospects and customers.

In this webinar presentation, we will guide you through best practices and share enhanced tips for successful 2.0 engagement; you will come away with a clear understanding of how to add social networking to your marketing repertoire with minimal time investment.

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  • 2.0 Strategies Philosophy &amp; Approach Do&apos;s &amp; Don&apos;ts How to Build Your 2.0 Community Brand Platform Communications Plan Execution
  • What is Web 2.0?
  • Web 2.0 Engagement: levels the playing field with large companies requires you to update regularly blobal space delivering an array of options A good industry example is The Regina Regional Opportunities Commission—they actively engage with their business community and members.
  • Facebook fan pages are a good platform for 2.0 engagement between a business and its audience. Members, prospects and customers provide feedback. Web 2.0 interaction becomes an immersive experience where they can engage with a person rather than a faceless corporation. Niagara Economic Development Corporation is a good industry example of best practices.
  • LinkedIn provides another good 2.0 platform for engagement and interaction for businesses.
  • Here&apos;s another industry example of best practices for engagement on Twitter.
  • You should care because the conversation will take place with or WITHOUT YOU. 40% of Canadian businesses use social media to win new business Now a necessity Flexible and competitive Positive impact on word-of-mouth, awareness, promotions and referrals Increases loyalty Successful in acquisition of new business Musician Dave Carroll said his guitar was broken while in the airline&apos;s custody. He alleged that he and fellow passengers on board a flight plane saw baggage-handling crew throwing guitars on the tarmac in Chicago O&apos;Hare on his flight from Halifax, Nova Scotia to Omaha, Nebraska. He arrived at his destination to discover that his $3,500 Taylor guitar had indeed suffered a broken neck (shown in his video). The YouTube video was posted on July 6. It amassed 150,000 views within one day, prompting United to contact Carroll saying it hoped to right the wrong. The video garnered over half a million hits by July 9, 5 million by mid-August 2009, and 10 million by February 2011.
  • If your business is customer-service centric, you might consider allocating communication resources to a Twitter stream dedicated to providing ongoing support. Here is a best practice example of using Twitter for customer service (Samsung).
  • Building Fans &amp; Followers is important: Engaging the public not just selling services Power of positive reviews Creating relationships through common experience
  • Using Web 2.0 effectively is about storytelling. Share your business success stories and engage with your online community: asking questions and opinions is just as valuable as sharing your business marketing opportunities.
  • Here is an industry example of best practices using Facebook. The Central Okanagan Economic Corporation supports entrepreneurs in the region and tells their stories
  • The BC Chamber of Commerce is a good example of best practices using Facebook.
  • Free and paid online tools
  • Free and paid online tools
  • Free and paid online tools
  • Free and paid online tools
  • WestJet does a very good job of telling their business story and sharing travel experiences from their customers. In these screen caps: WestJet was prepared and used social media to communicate during swamp gas explosion at Mexican resort. Provided crucial contact information and updates. Built goodwill among clients.
  • Know your field better than everyone else Share your ideas by writing a blog Contribute to a blog Provide education; free articles, webinars, Engage on Facebook and Twitter Publish your accomplishments on LinkedIn Speak in public Make a video or podcast
  • All organizations have resource constraints: Use your existing assets Your marketing mix using push and pull Listen, Participate, Monitor
  • Social Media Bootcamp for Busy Professionals

    1. 1. Welcome <ul><li>Social Media Bootcamp for Busy Professionals Best Practices for Economic Development Organizations </li></ul>
    2. 2. Agenda <ul><li>Webinar content </li></ul><ul><li>Resources </li></ul><ul><li>Future online learning events </li></ul><ul><li>Dashboard </li></ul><ul><li>Q&A </li></ul><ul><li>Follow-up </li></ul>
    3. 3. Speaker Michelle Spezowka Culcher Connect Media > 12+ years of traditional & online marketing experience > social networking enthusiast > agent for collaboration > strategic & integrated approach > open source philosophy Marketing & Communications Specialist 1 2 3 4 5 6 7 8 9 10 11 12 shelka
    4. 4. Now What? 2.0 Strategies Approach Build Brand Plan Engage Strategy & Approach – 40% Marketing & Messaging – 40% Technology – 20%
    5. 5. Walk Before You Run <ul><li>Step 1 Needs Analysis - What do you want to accomplish? </li></ul><ul><li>Step 2 Evaluates your resources - Do you have any constraints? </li></ul><ul><li>Step 3 Create realistic goals & a benchmark for review </li></ul><ul><li>Step 4 Use your existing assets </li></ul><ul><li>Step 5 Assign key stakeholders </li></ul><ul><li>Step 6 Search for fans & followers </li></ul><ul><li>Step 7 Listen to your online community </li></ul><ul><li>Step 8 Participate </li></ul><ul><li>Step 9 Monitor </li></ul>
    6. 6. Web 2.0 <ul><li>Rich, interactive methods to target new audiences </li></ul><ul><li>Feedback and direct conversation </li></ul><ul><li>Ability to measure marketing results </li></ul><ul><li>Flexible and affordable </li></ul>Other Resoures http://bit.ly/kVcTvX
    7. 7. Web 2.0 = Engagement
    8. 8. Web 2.0 = Interaction
    9. 9. Web 2.0 = Interaction
    10. 10. Web 2.0 = Interaction
    11. 11. Web 2.0 Philosophy <ul><li>Open, social and inclusive </li></ul><ul><li>Mixes local with global </li></ul><ul><li>Collaboration </li></ul><ul><li>User-generated content </li></ul><ul><li>Be transparent </li></ul><ul><li>Address concerns </li></ul><ul><li>Listen to your peers </li></ul><ul><li>Give credit </li></ul><ul><li>Ask questions </li></ul>Do's :
    12. 12. Why You Should Care The conversation will take place with or without you. Fact:
    13. 13. Why You Should Care <ul><li>Transform a concern into an opportunity </li></ul><ul><li>Publish with the intent of “supporting” your fans and followers </li></ul>Tip:
    14. 14. Your Social Media Philosophy <ul><li>Your Toolkit </li></ul><ul><li>Be prepared </li></ul><ul><li>Listen </li></ul><ul><li>Monitor </li></ul><ul><li>Reach out </li></ul><ul><li>Keep the conversation going </li></ul><ul><li>Go offline and interact with your community </li></ul><ul><li>Measure success </li></ul>
    15. 15. Push & Pull Marketing <ul><li>Profile </li></ul><ul><li>The customer is in charge </li></ul><ul><li>Highly independent </li></ul><ul><li>Resistant to advertising messages </li></ul><ul><li>Customer pulls a business into their social media circle </li></ul><ul><li>A customer who comes to you creates word-of-mouth </li></ul>Other Resources http://bit.ly/jb8nol
    16. 16. Web 2.0 Strategy <ul><li>Push – publishing your message </li></ul><ul><li>Pull – engage your community to participate </li></ul><ul><li>Strike a balance between push and pull messaging </li></ul><ul><li>Provide helping messages (thought leader) </li></ul><ul><li>Avoid salesy pitch </li></ul>Tip: Other Resources http://bit.ly/j4fDEY
    17. 17. Create Your 2.0 Community <ul><li>People + passion + platform = community </li></ul><ul><li>Humanize your brand and your organization </li></ul><ul><li>Create ambassadors in your organization </li></ul><ul><li>Make your content irresistible </li></ul><ul><li>Ask questions </li></ul><ul><li>Listen and respond </li></ul>How-To :
    18. 18. How ? <ul><li>Create an identity and presence </li></ul><ul><li>Join the conversation </li></ul><ul><li>Create value and provide useful content </li></ul><ul><li>Be a problem solver </li></ul><ul><li>Position yourself as a thought leader </li></ul><ul><li>Appear regularly </li></ul><ul><li>Referrals and recommendations </li></ul>Other Resources http://bit.ly/iYC9Xf
    19. 19. Web 2.0 = Storytelling
    20. 20. Web 2.0 = Storytelling
    21. 21. Web 2.0 = Storytelling
    22. 22. Push Strategy <ul><li>Publish your message </li></ul><ul><li>Intent to engage </li></ul><ul><li>Share critical updates </li></ul><ul><li>Share information of interest </li></ul><ul><li>Promotional for revenue </li></ul>How-To:
    23. 23. Push Strategy: Facebook Tools <ul><li>Create a fan page </li></ul><ul><li>Create an event </li></ul><ul><li>Post a video </li></ul><ul><li>Post an album of pics </li></ul>How-To:
    24. 24. Push Strategy: Facebook Tools
    25. 25. Pull Strategy <ul><li>Create discussion board on FB </li></ul><ul><li>Create questions tab on FB </li></ul><ul><li>Post survey or questions on your wall </li></ul><ul><li>Create or join a group on LinkedIn </li></ul><ul><li>Ask for input and ideas on Twitter </li></ul>How-To:
    26. 26. Pull Strategy <ul><li>Engage with your audience </li></ul><ul><li>Respond to questions </li></ul><ul><li>Ask questions </li></ul><ul><li>Give credit and RT </li></ul><ul><li>Take a poll </li></ul><ul><li>Take a survey </li></ul>How-To:
    27. 27. Pull Strategy: Tools <ul><li>Surveygizmo.com </li></ul><ul><li>Surveymonkey.com </li></ul><ul><li>Twtpoll.com </li></ul><ul><li>Widgetbox.com </li></ul><ul><li>Wufoo.com </li></ul>Tools:
    28. 28. Doing It Right Tip: <ul><li>Build goodwill among clients </li></ul><ul><li>Provide updates </li></ul>
    29. 29. How-To Become a Thought Leader <ul><li>Provide reliable information </li></ul><ul><li>Be eager to give information away </li></ul><ul><li>Be motivated by generosity not self-interest </li></ul><ul><li>Demonstrate expertise </li></ul><ul><li>Know what others in your industry may not </li></ul><ul><li>Be a trusted source </li></ul><ul><li>Communicate your knowledge </li></ul><ul><li>Sharing the spotlight with peers and even competition </li></ul>
    30. 30. Plan Your Messaging <ul><li>Other Resources http://bit.ly/l5076s </li></ul>
    31. 31. Tools - Facebook <ul><li>Ten Minutes a Day </li></ul><ul><li>Find new sources that interest you & Like </li></ul><ul><li>Search for Events </li></ul><ul><li>Provide feedback on pages & groups </li></ul><ul><li>Post your messaging </li></ul>How-To:
    32. 32. Tools - LinkedIn <ul><li>Ten Minutes a Day </li></ul><ul><li>Join a Group </li></ul><ul><li>Review discussions & provide feedback </li></ul><ul><li>Post a status once a week </li></ul><ul><li>Keep your business profile current & content rich </li></ul><ul><li>Make 3-5 connections a week </li></ul>How-To:
    33. 33. Tools - Twitter <ul><li>Ten Minutes a Day </li></ul><ul><li>Find new followers every week & follow back </li></ul><ul><li>Tweet at least 3-5 times a week </li></ul><ul><li>Use Twellow </li></ul><ul><li>Use search engines </li></ul><ul><li>Use hashtags </li></ul>How-To:
    34. 34. Tools - Hootsuite Use if you have a Twitter & Facebook Page and/or more than one Twitter account – and LINK!
    35. 35. Tools - Hootsuite Time-saving tip: If you have a Twitter & Facebook Page and/or more than one Twitter account – LINK!
    36. 36. Tools - Hootsuite Add your personal accounts and business accounts into Hootsuite to save time. You can also “schedule” posts on your Facebook fan page using Hootsuite.
    37. 37. Tools - Hootsuite Using your marketing calendar, you can schedule future tweets and posts in Twitter and Facebook.
    38. 38. Q&A <ul><li>What are your barriers to engagement? </li></ul><ul><li>How can you improve your online presence? </li></ul>
    39. 39. Stay in Touch <ul><li>Thank you for joining us! </li></ul>@saskecdevassoc Saskatchewan Economic Development Association [email_address] @growourregion Grow Our Region [email_address] Michelle Spezowka @shelka Marketing Strategist Culcher Connect Media [email_address]

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