HTCE Social Media Presentation


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Social Media is not a Side Dish. This presentation for HTCE is specifically aimed at addressing the hurdles that established organisations face when incorporating social media into their marketing mix.

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HTCE Social Media Presentation

  1. 1. No Longer a Side Dish - Incorporating Social Media into The Marketing Mix<br />HTCE<br />Mhairi Petrovic<br />October 3rd<br />
  2. 2. Menu<br />Introductions<br />What is Social Media?<br />Case Studies – Metroland and Allan Financial<br />7 Vital Tips for Social Media <br />Strategy<br />Pilot<br />Educate<br />Tools<br />Measure<br />Policy<br />Content<br />Recap and Questions<br />
  3. 3. About Mhairi Petrovic<br /><ul><li>Out-Smarts Marketing Founder
  4. 4. Internet pioneer
  5. 5. Experience founded in traditional sales and marketing
  6. 6. Passionate about social media and its potential for growing businesses
  7. 7. Focus on simplifying the Internet for business</li></ul>Educator, blogger, entrepreneur<br />
  8. 8. About Out-SmartsOut-Smarts is a Vancouver B.C. based Internet marketing company specializing in social media. <br />Internet Strategy<br />Social Network Marketing<br />Blogging For Business<br />Email Marketing<br />Search Engine Marketing and Internet Advertising<br />
  9. 9. What is social media?<br />
  10. 10. Social Media <br /><ul><li>On-line technologies that allow you to share content, connect and interact with others.
  11. 11. Internet networking hubs.
  12. 12. Social media tools include wikis, blogs, podcasts as well as social networks like Facebook and You Tube.
  13. 13. Tools and not the panacea.
  14. 14. A component of your marketing or business development strategy.</li></li></ul><li>Who uses it?<br /><ul><li>700m and counting Facebook
  15. 15. 100 m on Twitter and on LinkedIn
  16. 16. 7 billion+ photos on Flickr
  17. 17. 24 hours of video uploaded to YouTube every minute
  18. 18. 180m+ blogs
  19. 19. 77% of active Internet users use blogs
  20. 20. No longer the domain of the youth or techies
  21. 21. Over 35 demographic is the fastest growing
  22. 22. More women than men
  23. 23. Practically EVERYONE!</li></li></ul><li>Social Media – Business Benefits<br /><ul><li>Ability to reach a wider targeted audience
  24. 24. Build community and loyalty with existing connections
  25. 25. Grow your network – make new connections
  26. 26. Develop relationships
  27. 27. Maintain contact with existing networks
  28. 28. Connect and learn from industry specialists online and peers
  29. 29. To establish your company’s expertise and build brand awareness
  30. 30. Attract attention
  31. 31. To promote your product or service (tastefully and subtly)
  32. 32. Great sales tool that can negate the need to cold call
  33. 33. Improve and enhance customer service
  34. 34. Drive traffic to your company website or blog</li></li></ul><li>Business Functions that can Benefit from Social Media<br />Customer Relations<br />Communication (both Internal and external)<br />Research<br />Advertising<br />Human Resources<br />PR<br />Marketing<br />
  35. 35. Social Media is not a side dish…<br />
  36. 36. …but it’s not the full meal either.<br />
  37. 37. Social Media is an Ingredient<br />A component that complements your overall strategy<br />A tool that you can use to reach your target audience<br />A new way to communicate, build awareness and grow community<br />Another tool to add to your marketing or communications arsenal<br />It is an ingredient that enhances the flavour of the overall dish<br />
  38. 38. Social Media<br />Can be threatening for established business because it necessitates change.<br />
  39. 39. A New Way to Communicate<br />Old<br />Closed<br />Controlled<br />One Way (Push)<br />Company Focused<br />Formal<br />Slow<br />New<br />Open/Transparent<br />Organic<br />Interactive (Pull)<br />Customer Focused<br />Casual<br />Fast<br />
  40. 40. Like the Grand Bazaar<br />
  41. 41. Some Things Don’t Change.<br />Marketing 101<br /> Customer<br /> Company<br /> Cost<br /> Communication<br />
  42. 42. Case Study – Allan Financial<br />Life Insurance<br />Highly targeted geographically to Bowen and North Shore<br />Very traditional industry<br />Trailblazers in their industry<br />Lots of social media naysayers <br />Social media neophytes<br />
  43. 43. Case Study – Metroland Media Group<br />Ontario’s largest community newspaper group<br />Torstar subsidiary<br />Large traditional media organisation<br />Used to traditional advertising and marketing model and old methods<br />Declining readership<br />Using content as a way to increase online advertising revenues<br />
  44. 44. 7 Social Media Tips for Established Organisations<br />
  45. 45. 1. Social Media Must Complement Corporate Strategy<br />Your goals, mission, values remain the same<br />You already know your audience – apply that knowledge to your online efforts<br />Use Social Media to augment your marketing efforts<br />Reflect your branding, messaging and differentiation<br />Treat social media activity the same as any other marketing activity – measure and manage <br />Some of the best social media campaigns are those that complement existing traditional campaigns<br />
  46. 46. Take a Holistic Approach to Internet Marketing Strategy<br />
  47. 47. 2. Start Small and Grow<br />Identify one area of business and run a pilot<br />For one product, service or target segment of your audience<br />Makes it more manageable and less risky<br />See if your community is indeed using social media<br />Allows you to adapt and evolve<br />Tests the waters in a manageable way<br />Prove effectiveness<br />
  48. 48. North York Twitter Pilot<br />
  49. 49. 3. Educate<br />Educate staff and decision makers as to what social media is from a business perspective<br />Conduct a series of introductory sessions introducing social media tools and concepts from a business perspective<br />Relate social media to your business or others in your industry<br />Education puts social media in perspective<br />
  50. 50. An Introduction To Social Media<br />Mhairi Petrovic<br /><br />October 4 2010<br />
  51. 51. An Introduction to Social MediaAgenda<br />What is social media.<br /><ul><li>The who, what, why and how of social media.
  52. 52. The business benefits of social media.
  53. 53. Before you start – what you need to know
  54. 54. Social Media Tour - Tools and tips
  55. 55. Facebook, Twitter, LinkedIn, Blogs
  56. 56. Safe and Effective Social Media Participation
  57. 57. Questions</li></li></ul><li>4. Choose your Tools Wisely<br />Which tools does your target audience use most ?<br />What is it that you want to gain from using social media? <br />What are your corporate strengths?<br />What resources do you have available?<br />
  58. 58. Which Social Media Tools<br />
  59. 59. Allan Financial Market Segments Alignment<br />Social Media efforts align very closely with target audience:<br />Spender, ‘David’<br />Saver, ‘Linda and John Xin’<br />Retiree, ‘Rose & Alex’ <br />Legacy Planner, ‘Jennifer’<br />Entrepreneur, ‘Sarah & Avi’<br />Different social media tools to build community with each.<br />
  60. 60. 5. Make it Measureable<br />First ask - where are you at right now in terms of your goals? This is your yardstick.<br />Website metrics<br />Social mentions<br />Connections – number of followers<br />Content sharing - buzz<br />Comments / Contributions<br />Subscribers<br />Determine goals that are quantifiable and achievable.<br />
  61. 61. How Metroland Measures Success<br />In advertising terms that relate to their business (i.e. click through’s, conversion rates etc)<br />Paying close attention to web traffic analysis<br />Measured by number of followers (community)<br />Social Media referrals (RT’s, comments and mentions etc)<br />
  62. 62. Measuring Followers<br />
  63. 63. Measuring Referrals and Interactions<br />Twitter Stats<br />Facebook Insights<br />
  64. 64. 6. Social Media Policy<br />Employees need to know boundaries<br />Policies should outline appropriate social media behavious<br />Spell out communication policies for each network or tool<br />Address copyright , link attachment and proprietary information<br />Build best practises for the tools you use so that everyone is aligned<br />
  65. 65. Best Practises<br />
  66. 66. 7. Content is Key<br />This is about your audience not you<br />Should always add value, be interesting<br />Be consistent in posting content<br />Never overtly sell<br />Stay on topic (related to your business, community and industry)<br />Should convey your brand and message<br />
  67. 67. Allan Financial<br />Content reflects the “enjoy life” message<br />Uses the target community as a source of content<br />Post and reply to comments regularly<br />
  68. 68. Metroland Now<br />All communities use Facebook, Twitter as applicable<br />Social media referrals increasing 20% year on year<br />Social Media is an integral part of their strategy to get more traffic and build ad revenues<br />Next: working to launch iPhone app<br />
  69. 69. Allan Financial Now<br />Integral approach to Social Media<br />Early days – rolling out social media gradually<br />Educating staff and creating policies<br />Tapping into the Bowen and West Van Community<br />Added 56 followers in first few weeks on Facebook<br />Already driving traffic to the website<br />
  70. 70. Social Media for Established Organisations - Recap<br />Must be in line with overall strategy<br />Start small and build<br />Educate<br />Choose Tools Wisely<br />Make it Measurable<br />Policies<br />Content is Key<br />Questions?<br />
  71. 71. Contact Information<br />“Mhairi Petrovic” on LinkedIn<br /><br /><br /><br /><br />604 290 4099<br />