Going Social      Aerin Guy www.gospacerace.com
Agenda
Agenda1. Me, and you
Agenda1. Me, and you2. Social Web: An overview
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...
About me            Aerin Guy  I am the co-founder of a digital   strategy consultancy and web     development agency call...
me        Publishing          Marketing        Web Strategy              PR     Community Management             Blog     ...
clients            Pearson Canada         McGraw Hill Canada                 MySparkOntario Disability Employment Network ...
TextPeople want to connect
social media
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 ...
social media• social media refers to the tools we use to  communicate in a wired world• also refers to the online content ...
shift• represents a shift in how people discover,  read, and share news and information;  supports human need for interact...
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      ...
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?...
How about if.....• a competitor announces they are lowering  prices by 25%?• your CEO is fired?• In forums and chat rooms, ...
some benefits of using social media•   listen and learn•   publish valuable news and information•   disseminate quickly and...
Turn the bullhorn     around    (Tara Hunt, The Whuffie Factor)
community
community
community
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 ...
community• today’s social media is about community• communities of practice• communities of shared interests• communities ...
!"#$%&()*+%&()&,-*./01(2/&3*4(567*,4(6#(8+9#$&6*(   :#,(;#<,(=<4%/*44(>7,#<07(?#@A*%/0(?#/6*/6B(!"#$%&(%)*+,&!#-&.#-%(
Connected• what is influence?• why do we trust our friends?• who influences who?• who’s influential in your audience? Can you...
tremendous changes•   education•   healthcare•   government•   international relations•   art•   media
The web is about      conversations and         connections,    not top down deliveryof information or messages.
Web 1.0, 2.0, 3.0
New goals?
New goals• share resources• connect people• establish presence• fundraise• create something• expand
New audience
!""#$%&&%(#)*+,-#./*-01#23-43#<9=#>4-;%=7#!"#$%&()*(+#,#   564*-7#8-*9#:-4/&;#
!""$F*00*%2$G$=(,;%%>$?.,/.                             !"#$%&$()*+,$-.,/.$0%1$%2$,+,/3$43         5""$6*00*%2$71,.8$1/%-7...
New audience• digital natives• search• subscribe• mobile users• formats• beyond borders
New channels
!"#$%%$&"($)*&+",-*"./-*01*)""                 2034"506"7"8&9:9;*"<4&/&"=-*)$/>"!"#$$"#"                 .&9-3*>":*343-934"
New channels • web • video • social networks • blogs • mobile • content everywhere
!"#$%&&()##  !"#$%&(#)$$  *+$#,-./$/#%0$*%$$  0"#$1%0#)%#0$-%$23345$6*&)7#8$9#//:$
The socially enabled,2.0 experience website
when will your website     be “social”?• content strategy• people will share your content• people share good content and t...
• 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 tha...
“people at their human core andItthat - - the  Great content moves people. touches     ability to connect with human being...
search exercise• Imagine that you are someone else who is  looking for information on your  organization. Write down the t...
Blogs
!"#$%&&()$  !"#$%&(#)$*+$(,*-.$*%$/"#$0%/#)%#/1$2*&)3#4$5#..6$
blogging: Be FOUND!• high ranking in organic search• at least 44% of all web interactions begin  with search• search engin...
)1*$2,--,.$3-45$,.$*/)/      !!!"#$%&($)*+$(,--,.$,.$*//0                    !!!"#$%&($)*"+%,
!"#$%&&%()#*+,,-.#/,(-#(#*+%0,1#             /%(2,#3""4#56-#71,8%-9#!"#$%&$()*"$#   /:12,9#;<.6<=&,#
•   Twitter is a real-time micro-blog,real time word of mouth•   140 character max forces “tweets” to be powerful,    conc...
!"#$%&($)(*$+&(,("&-.(/&)),0&(#$.1(,((             2334("5("1&(65*78(915.5(3&7$.4(!"#$%(
Tweetdeck/Hootsuite• most users access Twitter through a third-  party application• manage multiple accounts• track mentio...
Location
• location based social networks can drive  customers into brick and mortar with the  right promotions• badges, mayorships...
Location Goals• increase foot traffic?• sell more of a particular item?• more patrons at certain times of day?• promote a s...
People• Who are you trying to reach?• Who is your audience?• Where do they hang out?• What’s the best way to reach them?
Objectives• What are you trying to achieve?• Increase in membership? Brand  repositioning? Better customer service?  Leads...
Strategy• how will relationships with your audience  change?• What will be expected of you as an  organization/company?• H...
Technology• now you know who, why and how• time to answer “what”• Wikis? Community? FourSquare? Twitter?  Facebook? Flickr...
Metrics
Define success•   welcome to metrics•   in order to define success, how are you going to measure    it?•   the cost of equiv...
social media response        metrics• comments• “likes”• Tweets, RTs, pingbacks, shares, references• link love• got none? ...
!"#$%&()*+%&()#,%-#.%,/(0#*$-1(2,%,*(     )*,3#,1(4#.()*&15.*6*,-(&,+(7*18#,1*9(:6&/*(0.*+%-;("5$<%-.&(=.%,-1(
!"##$%&()*$+#,()$+&-(.&"(-/$0&&*1$23)/#$4"#,(.5$!"#$%&"($)$
!"#$%&(#")%*+$#"%*,#-.#,/%0)1%%!2-%3.+$#-%!"#$!%&%"(%
a book!
Building Capacity: 5 BIG ISSUES•   Inertia problem - most organizations were founded prior to the    internet....they aren...
Don’t buy it.• would you trust the key conversations with  your customers to an outsourced service?• as a small biz, it’s ...
SEO?• don’t farm this out either.• you can’t “game” google.• data scraping, penalties• build it into your content strategy...
Hot tips•   Develop a deep understanding of your “clients”. Groups    who are successful are able to tap into the knowledg...
Questions
Thank you
Going Social:  Fernie Chamber of Commerce Feb 24
Going Social:  Fernie Chamber of Commerce Feb 24
Going Social:  Fernie Chamber of Commerce Feb 24
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Going Social: Fernie Chamber of Commerce Feb 24

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Going Social: a workshop designed to explore the possibilities of the web and social media for small business. Delivered to a lovely audience at the Fernie Chamber of Commerce on February 24, 2011.

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Going Social: Fernie Chamber of Commerce Feb 24

  1. 1. Going Social Aerin Guy www.gospacerace.com
  2. 2. Agenda
  3. 3. Agenda1. Me, and you
  4. 4. Agenda1. Me, and you2. Social Web: An overview
  5. 5. Agenda1. Me, and you2. Social Web: An overview3. Tools of the trade
  6. 6. Agenda1. Me, and you2. Social Web: An overview3. Tools of the trade4. Why’s & How’s
  7. 7. Agenda1. Me, and you2. Social Web: An overview3. Tools of the trade4. Why’s & How’s5. Setting goals and metrics
  8. 8. Agenda1. Me, and you2. Social Web: An overview3. Tools of the trade4. Why’s & How’s5. Setting goals and metrics6. Questions and follow up
  9. 9. 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.
  10. 10. me Publishing Marketing Web Strategy PR Community Management Blog Tweet Eat Sleep
  11. 11. 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
  12. 12. TextPeople want to connect
  13. 13. social media
  14. 14. social media• social media refers to the tools we use to communicate in a wired world
  15. 15. social media• social media refers to the tools we use to communicate in a wired world• also refers to the online content we create
  16. 16. 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)
  17. 17. 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
  18. 18. some quick reasons• espionage• risk management• engagement• response• re-branding• fast information
  19. 19. “An immensely powerful competitiveadvantage flows to organizations with people who understand the power of real time information.” - D. Meerman Scott, Real Time Marketing & PR
  20. 20. people use social networks to• connect with other people• share preferences• group gripe• join things• stalk
  21. 21. 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?
  22. 22. 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?
  23. 23. 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
  24. 24. Turn the bullhorn around (Tara Hunt, The Whuffie Factor)
  25. 25. community
  26. 26. community
  27. 27. community
  28. 28. community• today’s social media is about community
  29. 29. community• today’s social media is about community• communities of practice
  30. 30. community• today’s social media is about community• communities of practice• communities of shared interests
  31. 31. community• today’s social media is about community• communities of practice• communities of shared interests• communities solving problems
  32. 32. 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
  33. 33. !"#$%&()*+%&()&,-*./01(2/&3*4(567*,4(6#(8+9#$&6*( :#,(;#<,(=<4%/*44(>7,#<07(?#@A*%/0(?#/6*/6B(!"#$%&(%)*+,&!#-&.#-%(
  34. 34. Connected• what is influence?• why do we trust our friends?• who influences who?• who’s influential in your audience? Can you find them? How are you going to find them?
  35. 35. tremendous changes• education• healthcare• government• international relations• art• media
  36. 36. The web is about conversations and connections, not top down deliveryof information or messages.
  37. 37. Web 1.0, 2.0, 3.0
  38. 38. New goals?
  39. 39. New goals• share resources• connect people• establish presence• fundraise• create something• expand
  40. 40. New audience
  41. 41. !""#$%&&%(#)*+,-#./*-01#23-43#<9=#>4-;%=7#!"#$%&()*(+#,# 564*-7#8-*9#:-4/&;#
  42. 42. !""$F*00*%2$G$=(,;%%>$?.,/. !"#$%&$()*+,$-.,/.$0%1$%2$,+,/3$43 5""$6*00*%2$71,.8$1/%-7.8$,+,2).$24$(%66-2*)3$71,.9+,/1,$-.,/$(%22,().$)%$:"$(%66-2*)3$71,.8$1/%-7.$24$,+,2). 9;%-)$<"#$%&$=(,;%%>$-.,/.$/,$%-).*4,$?@@*2(,$.%(*0$70-1A*2.$0-2(B,4$*2$97/*0$C"D"8D"8"""$2,E$E,;.*),.$ *2),1/),$=(,;%%>$,+,/3$43 !!!"#$%&(()"%(*
  43. 43. New audience• digital natives• search• subscribe• mobile users• formats• beyond borders
  44. 44. New channels
  45. 45. !"#$%%$&"($)*&+",-*"./-*01*)"" 2034"506"7"8&9:9;*"<4&/&"=-*)$/>"!"#$$"#" .&9-3*>":*343-934"
  46. 46. New channels • web • video • social networks • blogs • mobile • content everywhere
  47. 47. !"#$%&&()## !"#$%&(#)$$ *+$#,-./$/#%0$*%$$ 0"#$1%0#)%#0$-%$23345$6*&)7#8$9#//:$
  48. 48. The socially enabled,2.0 experience website
  49. 49. 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.
  50. 50. • content makes you findable• content is share-able• content is searchable• content is worth talking about
  51. 51. 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
  52. 52. “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
  53. 53. 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?
  54. 54. Blogs
  55. 55. !"#$%&&()$ !"#$%&(#)$*+$(,*-.$*%$/"#$0%/#)%#/1$2*&)3#4$5#..6$
  56. 56. 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!
  57. 57. )1*$2,--,.$3-45$,.$*/)/ !!!"#$%&($)*+$(,--,.$,.$*//0 !!!"#$%&($)*"+%,
  58. 58. !"#$%&&%()#*+,,-.#/,(-#(#*+%0,1# /%(2,#3""4#56-#71,8%-9#!"#$%&$()*"$# /:12,9#;<.6<=&,#
  59. 59. • 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”
  60. 60. !"#$%&($)(*$+&(,("&-.(/&)),0&(#$.1(,(( 2334("5("1&(65*78(915.5(3&7$.4(!"#$%(
  61. 61. Tweetdeck/Hootsuite• most users access Twitter through a third- party application• manage multiple accounts• track mentions, direct messages, schedule content• search discussions, topics, categories
  62. 62. Location
  63. 63. • location based social networks can drive customers into brick and mortar with the right promotions• badges, mayorships, group discounts, awards• game mentality
  64. 64. Location Goals• increase foot traffic?• sell more of a particular item?• more patrons at certain times of day?• promote a specific product• new customer acquisition?• repeat customers?
  65. 65. People• Who are you trying to reach?• Who is your audience?• Where do they hang out?• What’s the best way to reach them?
  66. 66. Objectives• What are you trying to achieve?• Increase in membership? Brand repositioning? Better customer service? Leads?• How will you measure your success?
  67. 67. Strategy• how will relationships with your audience change?• What will be expected of you as an organization/company?• How will you handle negative comments?
  68. 68. Technology• now you know who, why and how• time to answer “what”• Wikis? Community? FourSquare? Twitter? Facebook? Flickr? Video?
  69. 69. Metrics
  70. 70. Define success• welcome to metrics• in order to define success, how are you going to measure it?• the cost of equivalent benefits• what are your indicators?
  71. 71. social media response metrics• comments• “likes”• Tweets, RTs, pingbacks, shares, references• link love• got none? uh oh!
  72. 72. !"#$%&()*+%&()#,%-#.%,/(0#*$-1(2,%,*( )*,3#,1(4#.()*&15.*6*,-(&,+(7*18#,1*9(:6&/*(0.*+%-;("5$<%-.&(=.%,-1(
  73. 73. !"##$%&()*$+#,()$+&-(.&"(-/$0&&*1$23)/#$4"#,(.5$!"#$%&"($)$
  74. 74. !"#$%&(#")%*+$#"%*,#-.#,/%0)1%%!2-%3.+$#-%!"#$!%&%"(%
  75. 75. a book!
  76. 76. 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
  77. 77. 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
  78. 78. 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
  79. 79. 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.
  80. 80. Questions
  81. 81. Thank you

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