Social Media for small business


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A half day course on using social media for small business - latest stats, uses and examples of precisely how to deploy social media as part of your online marketing strategy.

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Social Media for small business

  1. 1. Driving more Business & reducing marketing costs<br /><ul><li> using Facebook, Twitter and Social Media
  2. 2. InnovationCentre, Bentley Tech Park, Oct 29th 2009</li></ul>Charlie Gunningham<br />
  3. 3.
  4. 4. - Goals/Intro, Definitions - Blogs, Facebook, - Twitter, Youtube, - LinkedIn, - Policy, Conclusion, and Takeaways<br />
  5. 5. OBJECTIVES3 things you want to get out of today?<br />
  6. 6. CAR PARKthings that may have to be handled later<br />
  7. 7.
  8. 8. HISTORY<br />
  9. 9. ARPANET, 1968<br />
  10. 10.
  11. 11. Net EFFECTS 1. How many of you have purchased something on the Internet in the last 6 months? 2. How many times have you used the Internet as an information source, before buying offline?3. How many hours a day are you on the Internet?4. How many emails do you send/receive/day?5. What happens in your office (and to you) if you do not have internet connection and/or your emails go down? <br />
  12. 12. Net EFFECTS<br />
  13. 13.
  14. 14. TRAD ADVERTISER … doesn’t do it for me anymore<br />
  15. 15.
  16. 16. Major shifts happen slowly- the frog in hot water - climate change- ageing process<br />
  17. 17. 1994 Age ofSurf<br />1998 Age ofSearch<br />NOW Age ofSocial (media)<br />
  18. 18. 1960-2000Golden Ageof Advertising<br />
  19. 19. Fragmentationof all media<br />
  20. 20. Demise of tradmedia<br />
  21. 21. Warren Buffett (May 2009)“ I would not buy a newspaper stock at any price … their business model is over”<br />
  22. 22. Ad Spend in Australia - 09/101. Takeaway Food …..….$3343m 2. Real Estate Agents ……...$1563m 3. Auto Industry ……….$997m4. Banks ……….$966m5. Supermarkets ……….$774mSource: IBIS World Research, July 2009<br />
  23. 23. INTERNET USE – Globally/Australia_ Created 1990, Web Sites 1994, Search 1998_ Total World Pop (09) 6.7bn, Internet Users 1.7bn (25%)_ Aus: Pop 21mn, Net 17mn (81%) (user growth 156% since 2000)<br />
  24. 24. SOCIAL MEDIA in Aus (Jun09)_ Facebook: 6mn visitors (+95% p.a.)_ MySpace: 3.5mn (only +5%)_ Twitter: 800,000 (up from 13,000)_ 70%+ net users visited social netwks(+29%)_ Twitter the fastest growing <br />
  25. 25. Facebook Stats _ 540,000+ in Perth are on Facebook _ more over aged 40 (150k) than under 20 (143k)It’s not a question of WHETHER, it’s a question of HOW you are there(very similar to “The Internet” in 1999?)<br />
  26. 26. SOCIAL MEDIA – defined Social media is content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. blogs, youtube, facebook, twitter, flickr, slideshare, …<br />
  27. 27. Power that is SOCIAL MEDIA- free- powerful- scares big media silly- elected a President- not being used by your competitors (yet)<br />
  28. 28. TV clips…OLD Media – controlled “gates of distribution “but not anymore<br />
  29. 29. “Markets are conversations”<br />conversations among humans sound human<br />natural, uncontrived, honest<br />public switch quickly<br />tell us something! <br />(then we might speak to you)<br />business is only part of our lives, it’s all of yours<br />The Cluetrain Manifesto: The End of Business as Usual<br />by Christopher Locke, Rick Levine, Doc Searls, David Weinberger<br />Pub 1999 : read it for free at<br />
  30. 30. … people want to talk!<br />
  31. 31. “Markets are conversations”<br />Every ‘deal’ is <br />a series of <br />conversations<br />
  32. 32. So – have a conversation with your mkt- WIIFT- contribute, join in, - have a clear company policy<br />
  33. 33. Advantages SOCIAL MEDIA- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)<br />
  34. 34. BLOGS- a “web log”- leave comments, post- Start your own- video blog (“vlog”)DEMO -, incl back engine<br />
  35. 35. BLOGGING SOFTWARE1. (Google)2. (popular, purists) 3. DotNetBlogEngine(Microsoft)? Who wants to do one right now?<br />
  36. 36. THE RULES…<br />not expensive in $’s<br />Blog often, blog interesting<br />Show yourpassion<br />Encourage staff to blog<br />Be authentic<br />Ideas spread<br />Allow publicto comment<br />
  37. 37. BENEFITS? you’re asking the wrong question, but …<br />Better Traffic & SEO to your site<br />Fun, empowering for you/staff<br />Listen + Learn from your public<br />Gather interesting content<br />What goes around comes around<br />“Markets are conversations”<br />= the future of marketing?<br />
  38. 38. Look at blogs, read loads of them<br />If you had a soap box, <br />what you speak about? <br />Start one today<br />? THINK NOW –<br />how might you use this?<br />
  39. 39. PODCASTING- audio file (usually)- record interview, testimonial…- have them<br />
  40. 40. FORUMS- interactive, Q&A- opinions, learn from customers?- you/they post question points- comments ‘thread’ / link thru’&gt;&gt; Platforms: …<br />
  41. 41. Mark Zuckerberg, Founder, Facebook<br />
  42. 42. Do your own FACEBOOK Page<br />free ‘n’ easy to set up<br />people find you<br />you’re in control<br />540,000 in Perth<br />more &gt; 40 than &lt; 20<br />500+/day in Perth join<br />
  43. 43.
  44. 44.<br />Update words/photos<br />Wall/Info, News Feed<br />Comments/Likes<br />Friending Policy<br />Privacy Settings<br />Controls for ads/pages<br />
  45. 45. Set up a FACEBOOK Group/Business Page<br />Invite ‘fans’<br />publish events, goings on<br />interactive shop window<br />Walls, Photos, discussions<br />Import blog feed, apps<br />
  46. 46. FACEBOOK Business Page<br />Link from emails/web site<br />Run it like your site<br />Feed from page to your site<br />Upload videos<br />Build a community<br />
  47. 47. Post your own FACEBOOK Ads<br />Direct + targetted<br />Set a budget<br />Easy to set up, edit, <br />cancel + monitor<br />16mn+ views ($2300)<br />
  48. 48. Post your own FACEBOOK Ads<br />Bid / Budget<br />Impressions<br />Clicks<br />Click Thru Rate<br />Cost per Click<br />Cost / Thousand Imp’s<br />
  49. 49.
  50. 50.
  51. 51. TWITTER in Plain English<br />
  52. 52. Biz Stone, Founder,<br />
  53. 53.
  54. 54. TWITTER! (your own)<br />55mn monthly UBs<br />Growing fast<br />Very easy to update<br />‘micro-blogging’<br />Word out, top of mind<br />Own thoughts, profiling<br />
  55. 55. TWITTER! (your own)<br />Own domain extension – grab it!<br />Link and retweet<br />Post your own news<br />Use to shorten links<br />Follow everyone?<br />Link back to your site<br />
  56. 56. TWITTER! (company)<br />Own domain extension – grab it!<br />Same concept, but company<br />Backgrounds<br />Themes/#<br />Saved searches<br />Tweetdeck<br />Update from mobiles<br />
  57. 57.<br />App that synchs with twitter<br />Take photo, upload +<br />then it becomes a tweet<br />with a link to the photo<br />Can be done from mobile<br /><br />
  58. 58. Chad Hurley, Cofounder,<br />
  59. 59. Upload movies to <br />Obama did 1,678<br />87 mn views<br />Av age 45-55 yrs<br />tag ‘perth real estate’<br />DIY, free<br />
  60. 60.<br />Creates online vid<br />Code for you to use<br />‘testimonial mountain’<br />Draws in viewer<br />
  61. 61.<br />Professional networking<br />Makes connections visible<br />Worth being there<br />Est 2003<br />40 mn members<br /><br />
  62. 62.<br />Professional networking<br />Makes connections visible<br />Worth being there<br />Est 2003<br />40 mn members<br />
  63. 63.<br />Est 2004<br />Photo sharing<br />Galleries, comments<br />Company web address<br />3.6bn images<br />Bought by Yahoo!<br />
  64. 64.<br />Tag photos<br />Organise into sets<br />Storage for blog pix<br />Create your own space<br />Need yahoo email (free)<br />
  65. 65. USED TOGETHER – rinse and recycle - use and tweet the links - comment on blogs - blog + tweet links to blog post - photo (twitpic) and upload - link twitter to Facebook updates<br />
  66. 66. SOCIAL MEDIA POLICY- our clients & prospects are here- we are going to be here- we’re not going to be distracted- we are going to engage, contribute- we will listen, and learn- we will not talk business (much)<br />
  67. 67. Social Media Optimisation<br />Lower ad costs<br />targetted, effective marketing<br />Raise Traffic + improved rankings<br />Fun, empowering; learn & interact<br />Drive client loyalty<br />more sales and profits<br />MOST powerful when you mix them<br />
  68. 68. Conclusions from today_ what are they - for you?Take-Aways from today_ what are you going to do about this … as of tomorrow?<br />
  69. 69. THANK YOU! - contact me for web work- contact Netway for IT support- and all the best with social media!- for these slides, contact me…charlie@aussiehome.com0411 092 669<br />