Agenda1. Me, and you2. Social Web: An overview3. Tools of the trade
Agenda1. Me, and you2. Social Web: An overview3. Tools of the trade4. Why’s & How’s
Agenda1. Me, and you2. Social Web: An overview3. Tools of the trade4. Why’s & How’s5. Setting goals and metrics
Agenda1. Me, and you2. Social Web: An overview3. Tools of the trade4. Why’s & How’s5. Setting goals and metrics6. Questions and follow up
About me Aerin Guy I am the co-founder of a digital strategy consultancy and web development agency calledSpaceRace. I work with companies and individuals to develop and execute stuff on the web. I makewebsites. I launch products. I “do” social media and PR . I write. I teach. I’m always online. It’s OK.
me Publishing Marketing Web Strategy PR Community Management Blog Tweet Eat Sleep
clients Pearson Canada McGraw Hill Canada MySparkOntario Disability Employment Network Totally ADD Charity Village DreamBox Learning Wiley Canada The Wellesley Institute New Leaf Media Pollywog Bog Books Children’s Aid Society of Toronto Trillium FoundationEdvantage Interactive Science Publishers Oxford University Press Earth Rangers The Beach Lifestyle Realty Bregman Real Estate 49 Pixels
social media• social media refers to the tools we use to communicate in a wired world
social media• social media refers to the tools we use to communicate in a wired world• also refers to the online content we create
social media• social media refers to the tools we use to communicate in a wired world• also refers to the online content we create• also known as web 2.0 (and 3.0 with greater networking tools and collaborative capabilities in real time)
shift• represents a shift in how people discover, read, and share news and information; supports human need for interaction• if I want you, I will ﬁnd you• transforms “broadcast” methods into “dialogues”• democratization of information - content consumers to content producers WIKIPEDIA
some quick reasons• espionage• risk management• engagement• response• re-branding• fast information
“An immensely powerful competitiveadvantage ﬂows to organizations with people who understand the power of real time information.” - D. Meerman Scott, Real Time Marketing & PR
people use social networks to• connect with other people• share preferences• group gripe• join things• stalk
How would you react if, right now....• your company is cited as “the best place to work” by your local newspaper?• a customer raves about your customer service on an inﬂuential magazine site?• a well-known industry analyst says on his blog that your company is too difﬁcult to do business with?
How about if.....• a competitor announces they are lowering prices by 25%?• your CEO is ﬁred?• In forums and chat rooms, people said your product poses a health risk?• a huge company announces its intent to acquire your competitor?
some beneﬁts of using social media• listen and learn• publish valuable news and information• disseminate quickly and effectively• create or extend your brand personality• engage in conversations and services• efforts lead back to your website - your hub or repository of information
Turn the bullhorn around (Tara Hunt, The Whufﬁe Factor)
community• today’s social media is about community
community• today’s social media is about community• communities of practice
community• today’s social media is about community• communities of practice• communities of shared interests
community• today’s social media is about community• communities of practice• communities of shared interests• communities solving problems
community• today’s social media is about community• communities of practice• communities of shared interests• communities solving problems• tomorrow’s social media....that’s literally 24 hours away
when will your website be “social”?• content strategy• people will share your content• people share good content and things they like with people they inﬂuence. that’s it.
• content makes you ﬁndable• content is share-able• content is searchable• content is worth talking about
If I opt in....• then you have the chance to tell me an amazing story about your company, your product, or something that I care about
“people at their human core andItthat - - the Great content moves people. touches ability to connect with human beings - - overcomes any and all budgetary deﬁcits you might encounter in marketing today. ” Tom Martin, HelpMyBrand.com
search exercise• Imagine that you are someone else who is looking for information on your organization. Write down the types of search you would perform. What keywords would you use? Where would you check?
blogging: Be FOUND!• high ranking in organic search• at least 44% of all web interactions begin with search• search engines love blog headlines, as they indicate what can be found on the page• search engines also love blogs because they are frequently updated• recent + relevant = RANKING!
• Twitter is a real-time micro-blog,real time word of mouth• 140 character max forces “tweets” to be powerful, concise and well-chosen• follow and be followed, join a community• highly searchable and customizable• great way to provide links, respond instantly, and connect with “constituents”
Tweetdeck/Hootsuite• most users access Twitter through a third- party application• manage multiple accounts• track mentions, direct messages, schedule content• search discussions, topics, categories
Building Capacity: 5 BIG ISSUES• Inertia problem - most organizations were founded prior to the internet....they aren’t used to having control issues, intimate relationships with audiences, and they think they control their brands.• Leadership issue - often the leaders are pre-internet. Difﬁcult to get buy-in. Threatened. “This is a fad” “Our customers don’t want this”• Advocate issue - who’s the squeaky wheel?• Silo issue - “that’s marketing’s job”. “IT handles our web stuff” Believe me, neither should hold the keys to the kingdom.• Fear issue - it’s all so new, and changes so quickly, budgetary responsibility
Don’t buy it.• would you trust the key conversations with your customers to an outsourced service?• as a small biz, it’s something you can manage, and have to manage in order to glean helpful insights
SEO?• don’t farm this out either.• you can’t “game” google.• data scraping, penalties• build it into your content strategy• editorial calendar• your website is the book you’re publishing
Hot tips• Develop a deep understanding of your “clients”. Groups who are successful are able to tap into the knowledge of who they are trying to build a relationship with.• Connect people directly. Bringing people together can be scary. Power in numbers! Your value is in your ability to do this.• Be open, ego free.....and let go of control.You never had it anyways.• Emulate, innovate. Fail, experiment. Lather, rinse, repeat.