1. Social Networking
The tools have changed but the foundation
is the same
October 14, 2009

2. Agenda
• Introductions
• What do you want from the day?
• A review of social networking/media
• Defining a strategy – audience participation
• Questions/discussion

3. Who’s this guy presenting?

4. sean williams marketing group
• A ‘consulting’ company with a focus on
marketing and communications
• Work with a long list of ‘partners’ to support
offering and client needs
• Client’s all across North America
• Almost three years old
• Was never the plan

5. Approach
L ong-term Vision
I nnovative Thinking
F resh Approaches
E conomical Options

6. Full Service
• Strategic and business planning
• Brand development/management
• Advertising and media planning
– print, outdoor, broadcast, online, etc.
• e-Marketing
– web, e-learning, social media, mobile, etc.
• “Below the Line” Marketing
– viral, e-based, word of mouth, promotions, contests,
partnerships, loyalty programs, sponsorships, etc.
• Market and consumer research
– quantitative and qualitative
• Communications
– marketing PR, media/community relations, etc.

7. History
• 3 years with the Bristol Group – Atlantic
Canadian leading Marketing Services Agency
• Prior to move east, ran Nikon Canada’s
consumer and retail marketing
• Several years working for domestic and
international advertising agencies
– Leo Burnett, Dentsu, Padulo and Media Buying
Services (MBS)
– Worked with brands such as Rogers, Kraft, CIBC,
and Canon
• Started career at Molson in sales department

8. Session Guidelines

9. Guidelines
• I don’t want to do all the talking
• Questions, questions, questions
• Discussions, discussions, discussions
• Respect the discussion
• The floor is wide open
• I’ll answer what I can

10. What do you want from
today’s session?

11. What is Social Networking?
http://www.youtube.com/user/leelefever#p/u/
20/6a_KF7TYKVc

12. What is Social Networking?
A social network service focuses on building online communities of
people who share interests and/or activities, or who are interested in
exploring the interests and activities of others. Most social network
services are web based and provide a variety of ways for users to
interact, such as e-mail and instant messaging services.
Social networking has created new ways to communicate and share
information. Social networking websites are being used regularly by
millions of people, and it now seems that social networking will be an
enduring part of everyday life. The main types of social networking
services are those which contain directories of some categories (such as
former classmates), means to connect with friends (usually with self-
description pages), and recommender systems linked to trust.
Popular methods now combine many of these, with Facebook widely
used worldwide; MySpace, Twitter and LinkedIn being the most
widely used in North America.
*Source: http://en.wikipedia.org/wiki/Social_networking

13. Social Media

14. Power of Social Media
http://www.youtube.com/watch?v=5YGc4zOqozo

15. Power of Social Media
• Carrol flew United Airlines with his band and his
guitar ended up broken at the hand of employees
• Airline offered no compensation
• He responded by creating a music video about the
experience (with two more to come)
• United is feeling the wrath of citizen journalism, the
social web, and the millions of airline travelers who can
identify with Carroll’s experience
• In 10 days there were more than 30 unique placements
accruing, a total of 3.2 million views, and 14,000
comments

16. Power of Social Media

17. Canadian Stats
• 59% of online Canadians have created profiles
on social networks, which matches with the
global average
• 52% have uploaded photos onto their social
network profiles
• 38% have installed a widget or applications
• 20% have shared their videos
• Facebook is the largest social network in Canada
with 54% weekly reach
*Source: M2 Universal 2008

18. Canadian Stats
• Global readership of blogs is 73%, while it's only
65% among Canadian Internet users
• 23% started blogs, compared to 35% globally
• 78% of Internet users have watched video clips
online
• 27% have uploaded videos to a video-sharing
website
• 42% have uploaded photos to a photo-sharing
website
• 29% have downloaded a podcast
• 18% have subscribed to an RSS feed
*Source: M2 Universal 2008

20. What if any are you
currently using?
Success?

21. Foundation of Social
Networking

22. Know and understand
your audience

23. Respect who
they are and
what’s going
on in their
lives

24. Engage them in their space

25. Ensure your offering or contact is “real” or even “personal”
* Word bubble compliments of wordle.net

27. Social Networking
Strategy

28. Strategy Guidelines
• What are your objectives?
• Who do you want to reach?
• What do you want to say?
• What do you want to have happen?

29. Potential Strategy
Generate and facilitate organic dialogue that
leads to meaningful engagement and action

30. What’s your Social
Networking Strategy?
What tools will you use?

31. Strategy Guidelines
• What are your objectives?
• Who do you want to reach?
• What do you want to say?
• What do you want to have happen?

33. Q&A