2. Business is built on relationships

3. Relationships are built on trust

4. Trust is gained through engagement

5. Agenda
 9:00 – 9:10 Introductions
 9:10 – 10:30 Social Media Strategic Planning
 10:30 Break
 10:40 – 12:00 Tools, Case Study & 5 Things…

6. Credentials
 Online marketing since 1994
 Fortune 1000 brands: Nestle, HP, Coca-Cola
 McCann Erikson, Publicis, Cove-Ito (Japan)
 Founded bWEST – July 2009
 Co-founder: Social Media Camp

8. “As tech columnist I’m supposed to be on
top of what’s new in tech, but there’s just
too much, it’s like drinking from a
fire hose.
I can only imagine how hopeless a task
it must be for everyone else.”
David Pogue
New York Times

9. media revolution

10. 1900’s
1400’s
1994
1800’s 1800’s

12. what is social media?

13. Internet & mobile tools for sharing &
discussing information

14. why you should care
about social media.

15. Two-thirds of the global Internet
population visit social media websites.
Nielsen, Global Faces and Networked Places

16. The amount of video uploaded
to YouTube every minute.

17. The number of YouTube videos viewed per day.

18. 5,000,000,000
The number of photos on Flickr

19. The average number of Tweets per day on Twitter.

20. The monthly growth rate of Twitter users from January to February 2009.

21. inauguration 2.0

22. Why should you care
about social media?

23. Fish where the fish are

26. September 14, 2010

27. "These tools are incredibly important
internally and externally in terms of
how you communicate…"

28. “We don't block access anymore to
social media…”
“We want to say to our employees
that we trust them and we do trust
them to be responsible”

29. The BC government is creating new
guidelines for the use of social media
among its employees and
encouraging the use of Twitter,
Facebook and other tools.
Allan Seckel,
Deputy minister to the BC premier

30. Social media is not…

31. …just a new
communications channel.
It’s a new way of
understanding
markets.

32. If
you
listen…

33. strategic planning…

34. Social Media Strategic Planning
1. Objectives
2. Target Audience
3. Strategy & Tactics
4. Measurement

35. Objectives
 SM Marketing objectives
− Increase website traffic
− Drive store traffic
− Improve customer service
− Build “social capital”

36. Target Audience
 Who are you talking to
− Geographics
− Gender
− Age range
− Social media savvy

37. Website Audit
 Website stats analysis
− Visitors
− Source of traffic / Referring sites
− Keywords
− Goals

38. Site Audit

39. Site Overlay

40. Strategy / Tactics (examples)
 Demonstrate expertise
− Blog + Twitter
 Increase awareness / drive site traffic
− Facebook Page + advertising
 Drive store traffic
− Exclusive offers: discount / coupon

41. SM Strategy Breakdown
1. Content
2. Engagement
3. Management
4. Measurement

42. SM Strategy Breakdown
1. Content
− Plan compelling, valuable content
− Content types: copy, images, video
− Create list of relevant blogs
− Follow category, customers, competitors
− Pick a niche & stick with it
− 5 blog “themes”

43. Five Themes
1. Industry insights
2. Product uses
3. [ fill in ] experts
4. [ brand ] stories
5. In the community

45. SM Strategy Breakdown
2. Engagement
− Determine tools (Blog, Facebook,
Twitter, Linkedin, YouTube)
− Start slow, get comfy, build
− Set-up and / or optimize accounts
− Network building (Find people, search,
groups, competitors, tweetups)
− Engage … be “social”

46. Tweet Rule
10 : 1
Value-add : Marketing

47. SM Strategy Breakdown
3. Management (tools & systems)
− Identify resources
− Hootsuite
− System
− Monitor (listen)
− Engage (respond)
− Publish
− Weekly evaluation

49. Outposts
Base Camp

50. SM Strategy Breakdown
4. Measurement & Monitoring
− Google analytics
− Hootsuite
− Facebook
− ScoutLabs
− Google Alerts

52. Test, Track & Tweak…
− Twitter / Facebook / 4S specials
− Host a tweetup
− Try stuff. Don’t be afraid to make
mistakes
− Learn from your mistakes…

54. Twitter
A micro-blogging service allowing users to send
& read “tweets” which are text-based posts of
up to 140 characters in length.

57. More
Info
here

58. Are you answering the phone?

61. What to tweet…
 A blog post / event
 Ask a question / get feedback
 Provide customer service
 Retweet something interesting / useful
 Comment on a tweet
 Reply to a tweet / question

62. Tweet Rule
10:1
value add : marketing

63. What NOT to tweet…
 What you had for breakfast, unless it was truly
awesome…
 What your cat had for breakfast, or anything
else about your cat…
 Any go easy on the inspirational quotes…
And always remember, the Internet never forgets,
and that’s a long time…

66. Building
“Social Capital”
The Trust Factor

70. Is your website social
media ready?

72. 5 things
you can do
today

73. 1. Start listening
Listen for…
• Who’s talking about you, your organization,
competitors, industry
• What are they saying
• Look for opportunities to engage
• Customer service

75. 2. Start a blog
• Simple & cheap
• Search engines love blogs
• Encourages repeat visits
• Foundation / hub

78. 3. Try Twitter / Linkedin / Facebook
Create accounts
• Easy to use / low-medium commitment
• Connect with customers, prospects,
influencers
• Create & promote events
• Use on the go…

80. 4. Let your customers know
Cross pollinate
• Social media icons on website
• Email signature
• Business card
• Signage

82. 5. Advanced User?
Leverage SMM tools e.g. Hootsuite
• Multiple accounts / authors
• Lists / search columns
• Schedule tweets
• Click tracking

84. a little
common sense
goes a long way…

85. let’s wrap in up

86. Mantras
1. Listen, listen, listen
2. Always add value
3. Engage, engage, engage
4. The internet never forgets
5. Test, track & tweak
6. Overnight success, takes time…