Social Media For Small Business

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An introduction to social media for small business owners in rural Ontario. Given by Bryna Jones on behalf of Engine Communications and Hastings County.

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  • If you studied marketing in the textbook world, you likely covered the 4 Ps of marketing—you simply created a product, figured out how to price it, got it placed in the market, and promoted the heck out it. Today’s approach to marketing, the approach infused with social media, leans much more heavily on the 4 Cs of marketing. Tons of relevant, education-based, and perhaps user generated content that is filtered, aggregated, and delivered in a context that makes it useful for people who are starving to make connections with people, products, and brands they can build a community around. Content + Context + Connection + Community = Social Media Marketing Traditional marketing tactics such as advertising, referrals, and public relations are still very important, but social media tactics have now become a part of everyday marketing’s fabric and need to be considered at the strategic level of your marketing decision-making process. So, rather than asking yourself if you should or should not use Facebook or Twitter, the question is: “How can Facebook and Twitter help you achieve your marketing objectives?” It’s the same as asking how direct mail or having two more salespeople might fit into the plans. From this integrated viewpoint, social media participation can start to make more sense for each individual marketer’s needs and goals.
  • Social media is the use of technology to co-create, know, like, and trust. Social media, and by that I’m lumping together blogs, social search, social networking, and bookmarking, presents the marketer with a rich set of new tools to help in the effort to generate new business. Is social media simply today’s hot thing? Think you can sit the social networking craze out? Consider the following statistics. According to the online competitive intelligence service Compete.com, social media growth continues to skyrocket. • The top three social networks—Facebook, Twitter, and LinkedIn—collectively received more than 2.5 billion visits in the month of September 2009 alone. Twitter grew by more than 600% in 2009, while Facebook grew by 210% and LinkedIn by 85%. • As of this writing, Google and Yahoo are the only websites that receive more daily traffic than Facebook. Current trends suggest that may not last much longer. • In fact, if Facebook were a country, it would be the world’s fourth largest. • The most recent count of blogs being indexed by Technorati currently stands at 133 million. The same report also revealed that, on average, 900,000 blog posts are created within a single 24-hour period. • It’s been reported that YouTube is likely to serve more than 75 billion video streams to around 375 million unique visitors during 2009. • The online photo sharing site Flickr now hosts more than 3.6 billion user images. • The online bookmarking service Delicious has more than 5 million users and more than 150 million unique bookmarked URLs. So, you see, perhaps this social media thing is going to catch on after all.
  • Twitter
  • Facebook
  • Wordpress
  • RSS Feed (most commonly expanded as "Really Simple Syndication") is a family of  web feed  formats used to publish frequently updated works—such as  blog  entries, news headlines, audio, and video—in a standardized format.
  • Stumble Upon an  Internet community  that allows its users to discover and rate Web pages, photos, and videos. It is a personalized  recommendation engine  which uses peer and  social-networking  principles. Web pages are presented when the user clicks the "Stumble!" button on the  browser's toolbar . StumbleUpon chooses which Web page to display based on the user's ratings of previous pages, ratings by his/her friends, and by the ratings of users with similar interests. Users can rate or choose not to rate any Web page with a thumbs up or thumbs down, and clicking the Stumble button resembles " channel-surfing " the Web. StumbleUpon also allows their users to indicate their interests from a list of nearly 500 topics to produce relevant content for the user. [4]  There is also one-click  blogging  built in as well. Toolbar versions exist for  Firefox ,  Mozilla Application Suite ,  Google Chrome  and  Internet Explorer , but StumbleUpon also works with some independent Mozilla-based browsers. Third party toolbars have also been created for Safari [5] , and Opera [6]
  • Digg a social news  website  made for people to discover and share content from anywhere on the  Internet , by submitting links and stories, and voting and commenting on submitted links and stories. Voting stories up and down is the site's cornerstone function, respectively called digging  and  burying . Many stories get submitted every day, but only the most  Dugg  stories appear on the front page. Digg's popularity has prompted the creation of other  social networking  sites with story submission and voting systems. [6]  The website traffic ranked 99th by Alexa.com  as of February 20th 2010. [7]
  • Delicious a  social bookmarking   web service  for storing, sharing, and discovering  web bookmarks . The site was founded by  Joshua Schachter  in 2003 and acquired by  Yahoo!  in 2005. By the end of 2008, the service claimed more than 5.3 million users and 180 million unique URLs bookmarked  URLs . [2]   [3]  It is headquartered in  Sunnyvale, California .
  • LinkedIn
  • FriendFeed a real-time feed  aggregator  that consolidates the updates from  social media  and  social networking  websites, social bookmarking websites, blogs and  micro-blogging  updates, as well as any other type of RSS/ Atom feed. It is possible to use this stream of information to create customized feeds to share, as well as originate new posts-discussions, (and comment) with friends. [2]  The goal of FriendFeed according to their website is to make content on the Web more relevant and useful by using existing social network as a tool for discovering interesting information. Users can be an individual, business or organization
  • Flickr an  image  and  video hosting   website ,  web services  suite, and  online community . In addition to being a popular website for users to share and embed personal photographs, the service is widely used by  bloggers  to host images that they embed in blogs and social media. [
  • An integrated social media strategy It’s important to have a new media strategy attached to your new media tactics—or you’ll find yourself running around in circles and left with a sense that all this online networking stuff is a big fat waste of time. Here are some worthy marketing objectives where new media tactics can excel: • Do you want to spread your content and expertise to new audiences? • Do you want to network with like-minded individuals and companies? • Do you want to build a community of evangelists? • Do you want to involve your customers and prospects in co-creation? • Do you want to automate the process of repurposing content? • Do you want to reach new audiences in the exact way they choose to communicate? • Do you want to be seen as a thought leader in your industry? • Do you want ways to aggregate and filter content so you and your people can digest it? • Do you want to easily hear literally everything that’s being said online about your brand, products, or industry in real time? • Do you want to be seen as a trusted source of information?
  • a type of website with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. Many blogs provide commentary or news on a particular subject; others function as more personal online diaries. A typical blog combines text, images, and links to other blogs, web pages, and other media related to its topic. The ability of readers to leave comments in an interactive format is an important part of many blogs. A blog primer In simplest terms, a blog is software that allows anyone who can type to post content to a website or blog home page. The content is generally displayed much like a journal might be written, in reverse chronological fashion. This content can be anything the author chooses to write, or post, as it is referred to in blogging terms. Now, on the surface, what this means is that anyone can update a website that has this blogging software installed and that’s a great thing. Websites benefit from change and blogs make it easy to change, update, and add content. But, there’s much more. Blog software also allows: • Readers of the blog pages to make comments and add their own content. • Readers of the blog to subscribe to the content so that they are automatically notified whenever the content is updated. • Search engines to receive notice or pings whenever the content is updated. All of the above items happen automatically once the software is configured. Blogging is such a great tool because it allows you to more easily accomplish many of the marketing objectives that today’s small business must address. A blog is your ticket to creating: • Content • Context • Connection • Community And if that isn’t enough, know this— search engines love blogs! If for no other reason, consider creating and frequently posting relevant, keyword-rich content to a blog, hosted on your domain, because it will dramatically improve your changes of ranking well in the search engines.
  • Let’s take a look at EngineCom’s Twitter account and explore the basics Are you on Twitter? Who is on Twitter locally?
  • Do you have FB? Does your business have an FB Fan Page?
  • Time to set up our own Twitter accounts, FB Fan Pages, and blogs
  • n encounter with the Black Eyed Peas early this morning in Canada left Perez Hilton assaulted and calling for help via Twitter, according to the blogger. Instead of calling Toronto police,  Perez Hilton  appears to have used his TMobile Sidekick to go on Twitter and get his followers to call the cops for him. He posted this  Tweet for help  a few hours ago: “I’m in shock. I need the police ASAP. Please come to the SoHo Metropolitan Hotel now. Please.” Then: “I was assaulted by Will.I.Am of the Black Eyed Peas and his security guards. I am bleeding. Please, I need to file a police report. No joke.” Then: "Still waiting for the police. The bleeding has stopped. I need to document this. Please, can the police come to the SoHo Met Hotel." Then: "I spoke to my lawyer. I really need to talk to the authorities. Please come to the SoHo Met Hotel. Have called the police. Need them here." From will.i.am's account, Hilton was rude to Fergie and will.i.am confronted him. Hilton then called will.i.am a f*ggot and a Black Eyed Peas fan beat Hilton up. Hours later, Will.I.am created his own Twitter account of his own to respond to Hilton's accusations, writing his side of the story: "i just made a twitter account because it isnt cool for someone to blame you and blast you with lies..." will.i.am  then linked to a response video where he denied ever hitting the blogger (below, be forewarned in watching it that it contains graphic language). “ I was the one that came to him with respect, and he was the one who called me a f*ggot outside the club," will.i.am said in the video. “Sounds like somebody wants mad attention and is not really concerned about his health.” “ Shame on you, shame on your behavior, and that’s just messed up." Perez Hilton responded, saying: “There are multiple witnesses. You can deny all you want. The truth is the truth and I am telling the truth.”
  • Social Media For Small Business

    1. 1. Social Media for Small Business Building your brand through online marketing strategy Bryna Jones Engine Communications, 2010
    2. 2. Goals <ul><li>Understand the difference between traditional marketing and social media marketing </li></ul><ul><li>Define social media marketing </li></ul><ul><li>To understand SM’s real-world application </li></ul><ul><li>Navigate the “Big 3”: blogs, Facebook, Twitter </li></ul><ul><li>Set up your own social media platforms </li></ul>
    3. 3. What is Marketing? <ul><li>The process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. – Wikipedia </li></ul><ul><li>What strategies are you currently using to market your business? </li></ul>
    4. 4. What’s Changed <ul><li>Traditional Marketing </li></ul><ul><li>Social Media Marketing </li></ul><ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Placement </li></ul><ul><li>Promotion </li></ul><ul><li>Content </li></ul><ul><li>Context </li></ul><ul><li>Connection </li></ul><ul><li>Community </li></ul>
    5. 5. The Social Media Revolution <ul><li>Video </li></ul>
    6. 6. What is Social Media? <ul><li>Social media uses Internet and web-based technologies to transform broadcast media monologues into social media dialogues. It supports the democratization of knowledge and information, transforming people from content consumers into content producers. </li></ul><ul><li>- Wikipedia </li></ul>
    7. 18. Making Sense of It All <ul><li>Deciding which social media tools you need in your repertoire can be a daunting task. </li></ul><ul><li>Let’s break it down... </li></ul>
    8. 19. Social Media in Plain English <ul><li>Video </li></ul>
    9. 20. Mission, Vision, Values <ul><li>Ask yourself: </li></ul><ul><li>Who are we? </li></ul><ul><li>Where do we want to go? </li></ul><ul><li>How do we want our audience to see us? </li></ul><ul><li>When was the last time we updated our communications/marketing plan? </li></ul><ul><li>Is social media the answer? </li></ul>
    10. 21. Are you excited yet?!
    11. 22. Learning by Example <ul><li>Break into three groups: </li></ul><ul><li>Dell - ideastorm.com </li></ul><ul><li>Starbucks – starbucks.ca </li></ul><ul><li>World Vision – worldvision.ca </li></ul><ul><li>How are they incorporating SM into their online marketing mix? </li></ul>
    12. 23. Break!
    13. 24. Are You Search Engine Optimized? <ul><li>How do you decide which social media platforms are right for you? </li></ul><ul><li>Facebook </li></ul><ul><li>Blogs (Wordpress, Tumblr, Blogspot) </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flickr </li></ul><ul><li>YouTube </li></ul>
    14. 25. Blogging for Beginners <ul><li>Three types of blogs: </li></ul><ul><li>Wordpress </li></ul><ul><li>Blogger </li></ul><ul><li>Tumblr </li></ul><ul><li>A  blog  is: </li></ul><ul><li>Type of website </li></ul><ul><li>Updated frequently </li></ul><ul><li>Multi-media </li></ul><ul><li>Subject related or personal </li></ul><ul><li>Interactive ability (comments) </li></ul>
    15. 27. A Little Birdie Told Me <ul><li>Twitter is a social networking and micro-blogging service that allows users to send messages, known as “tweets.” </li></ul><ul><li>Messages can only be 140 characters in length </li></ul><ul><li>@ </li></ul><ul><li># </li></ul><ul><li>Links </li></ul><ul><li>Key: Information sharing and networking </li></ul>
    16. 28. Facebook Facts <ul><li>Over 350 million active users </li></ul><ul><li>2.5 billion pictures uploaded daily </li></ul><ul><li>Average user has 130 friends and sends eight friend requests per month </li></ul><ul><li>If Facebook were a country, it would be the fifth largest in the world </li></ul><ul><li>Initially created for college students, FB users over age 26 now represent 60% of its population </li></ul>
    17. 29. Get Your Hands Dirty!
    18. 30. How Not toFail (Whale) Yourself <ul><li>Q: How do you prevent your reputation from ending up in the Google gutter? </li></ul><ul><li>A: Control Your Key Messages! </li></ul><ul><li>Be Aware </li></ul><ul><li>Be Respectful </li></ul><ul><li>Be Helpful </li></ul>
    19. 31. The Good, the Bad, and the Perez <ul><li>Perez Hilton </li></ul><ul><li>Wil.I.Am </li></ul>
    20. 32. Learn From the Best <ul><li>People who get social: </li></ul><ul><li>Chris Brogan </li></ul><ul><li>Sarah Evans </li></ul><ul><li>Julia Roy </li></ul><ul><li>Locally: </li></ul><ul><li>Brandy Gale </li></ul><ul><li>Dan Taylor </li></ul><ul><li>Hastings County </li></ul>
    21. 33. Brandy Gale
    22. 34. Winding Violets
    23. 36. Any Questions?

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