Social media are communication tools that facilitate highly accessible interactions. They allow organizations to listen to conversations between customers, fans, employees and more. While conversations on social media are organic and complex, social networks can be practical for tasks like market research, promotion, customer support and more. The keys to success include being authentic, contributing useful content, sharing, acting normally and embracing criticism as opportunities.

1. MÉDIAS SOCIAUX Les médias sociaux sont des médias qui utilisent des techniques de communication hautement accessibles pour faciliter les interactions sociales. Médias Sociaux

2. Réseautage

3. C’est une conversation virtuelle. Qui parle ? Vos clients Vos bailleurs de fonds Vos bénévoles Vos employés Vos investisseurs Vos critiques Vos fans Vos compétiteurs... Qui as un accès à Internet et un opinion. Médias Sociaux

4. La conversation n’est pas: controllé structuré “ on message ” La conversation est: organique complexe humaine Les réseaux sociaux ne sont ni stratégie ni tactique mais un canal. Médias Sociaux

5. Facebook LinkedIn Blogues Twitter YouTube Vimeo Wikis Second Life Les jeux Fil RSS SOCIAL MEDIA DEFINED Propulsé par:

6. Le pouvoir de définir une marque de commerce a passé des entreprises aux individus et communautés. Médias Sociaux Les médias sociaux changent notre monde

7. Le bouche à oreilles est le futur du marketing Les médias sociaux sont utilisé pour influencer la conversation. Médias sociaux

8. Pour Zappos l’accent est sur le service à la clientèle pour établir des liens personnels et émotifs . Aucun budget de marketing (leurs clients le font pour eux) ce budget a été transféré au centre d’appui à la clientèle. Utilise Twitter pour promouvoir leur marque “ Tweets” qui inclut leur nom sont publié sur leur site Directeur a 400,000 “followers” 430 employés sur Twitter $1 milliard en ventes annuel… Médias Sociaux

9. 91 % disent que les avis aux consommateurs influence leurs décisions d’acheter. - JC Williams Group 87 % font confiance à la recommandation d’un ami plutôt qu’un critique. - Marketing Sherpa 3 fois plus apte à faire confiance à l’opinion des pairs qu’à la publicité. - Jupiter Research 1 conversation bouche à oreille = 200 pubs à la télé. - BuzzAgent * gracieuseté de Digital Influence Group Médias Sociaux Les médias sociaux influence les gens

10. 73 % des internautes lisent des blogues 45 % ont leur propre blogue 57 % font partie d’un réseau social 55 % télécharge des photos 83 % utilise YouTube, Vimeo Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day Médias Sociaux Les gens utilisent les médias sociaux

11. 40 % des internautes canadiens visite régulièrement ces sites. 22 % des Canadiens 60 et plus 50 % des Canadiens 30 et moins 25 % des 25-29 ans y vont quotidiennement Canada Online, The Internet, Media and Emerging Technologoes Médias Sociaux Le Canada

12. Les 45 ans et moins pour socialiser 45 et plus pour obtenir et partager de l’Information. Les 12-17 pour se divertir Médias Sociaux Pourquoi ? Ne sont-ils pas tous consommateurs?

13. Recherche de marché Marketing et promotion Appui à la clientèle Évaluer vos compétiteurs Augmenter la visibilité Vendre... Médias Sociaux Il faut tirer avantage de leur présence.

14. Écouter ce que les gens disent Promouvoir des évènements La visibilité de votre marque de commerce Identifier et recruter des partenaires. Trouver de nouvelles opportunités L’appui à la clientèle Améliorer votre position dans les moteurs de recherches Évaluer la compétition Transmettre un message rapidement Établir des liens avec vos clients Être un leader Médias Sociaux Les réseaux sociaux sont pratiques pour:

15. Le retour sur investissement Médias Sociaux

16. Consultation stratégique Formation Crée le contenu Intégration Distribuer le contenu Gérer les liens Médias Sociaux Les réseaux sociaux, pas vraiment gratuits.

17. Étendue visites au site Commentaires et rétroactions Liens internes Action Contacts de ventes Nouvelles ventes Satisfaction/Loyauté Efficacité du marketing Engagement & Influence Le ton des commentaires et rétroactions. Affinité à votre marque Qui offre les commentaires? Durée des visites Amis / Fans Nombre de téléchargement Médias Sociaux Source: The Digital Influence Group, Measuring the Influence of Social Media Vous devez évaluer l’impact

18. Les 10 clés du succès

19. Essayez-les personnellement avant de vous lancer pour votre commerce Essayer plusieurs outils Soyez vous-même, faites des amis et partagez Clé du succès 1. Allez-y, expérimentez

20. 1. Découverte (gens, compétition, engins de recherches) 3. Compétences (identifiez vos ressources et les manques) 5. Entretien (surveiller et ajuster) 2. Stratégie (opportunités, objectifs) 4. Exécution (outils, intégration, politique, et processus) Clé du succès Source: 5 Phases of Social Media Marketing http://socialcomputingjournal.com/viewcolumn.cfm?colid=789 2. Faite un plan

21. Trouvez votre marché cible et participez Lisez et commentez aux blogues “ Googlez” votre entreprise et vos compétiteurs Trouvez des outils qui vous aideront à écouter. Clé du succès 3. Écoute active

22. Le retour sur investissement Médias Sociaux

23. Médias Sociaux

24. Amelia Arlington Clé du succès Crowdsourcing. Aidez-nous à nommer notre bébé

25. 56 réponses en moins de 4 minutes de YouBeMom.com Clé du succès

26. N’essayez pas d’impressionner (vous serez ignoré) Pas de mensonge (vous ne serez pas ignoré) Les pires erreurs montent vers la surface Avouez les erreurs immédiatement Clé du succès 4. Soyez authentique

27. Clé du succès

28. N’ayez pas peur de partager (des choses utiles et pertinentes…) Faites en sorte que votre contenu puisse être partagé Ajoutez des outils : Partagez, fil RSS, envoyer à un ami Clé du succès 5. Partager

29. N’exagérez pas, ne criez pas. Utilisez du langage simple et habituel. Donnez un “visage” à votre marque de commerce. Les gens s’y associent plus facilement. Clé du succès 6. Agissez « normal »

30. 6600 “followers” Crée souvent 100,000 visites par jour (therealbanff.com) Clé du succès L’écureuil de Banff

31. Quelle valeur pouvez-vous ajouter? Contribuez des choses pertinentes Ne vendez pas votre salade chaque fois Partagez le contenu des autres et gagnez des amis. Clé du succès 7. Contribuez de façon utile

32. N’essayez pas d’effacer les critiques Écoutez attentivement Avouez les erreurs Offrez une explication et solution Clé du succès 8. Critiques = opportunités

33. N’attendez pas d’avoir une campagne précise allez-y! Crée et cultivez des liens qui seront utiles un jour… Clé du succès 9. Soyez proactif

34. Vous aurez besoin d’aides de vos collègues Convaincre les gens de la pertinence. Rassemblez l’équipe, discutez de l’approche, assignez les tâches, allez-y! Clé du succès 10. Vous ne pouvez pas tous faire vous-même

35. Les conversations bouche à oreille deviennent plus importantes que la pub. Participez et facilitez la conversation (suivez les 10 clés) Soyez authentique et honnête. Clé du succès 3 Messages pour emporter

36. Social Networks News & Bookmarking Blogs Microblogging Video Sharing Photo Sharing Message boards Wikis Virtual Reality Social Gaming Related: Podcasts Real Simple Syndication (RSS) Social Media Press Release THE TOOLS

37. People and organizations connect and interact with friends, colleagues and fans . Popular social networks include Facebook and MySpace , Linkedin , bebo , and Ning . There are niche social networks for just about everything. THE TOOLS

38. create online profiles share photos , video , and audio , links send private message and instant message learn more about people and organizations Follow brands, celebrities, and gain your own fans THE TOOLS

39. Contains profiles of Fortune 500 executives and leading entrepreneurs average individual salary on LinkedIn is $109,000 On LinkedIn your can: Post a profile and resume Connect with colleagues Share professional recommendations Find jobs Forums to demonstrate expertise and find answers THE TOOLS

40. Fastest growing social network in Canada and the world (450 million members) Powerful tools to engage and understand your audience: Brand pages Custom applications Targeted advertising Audience insights/metrics Opinion polls THE TOOLS

41. Your brand’s homepage on Facebook. Allow you to post photos, videos, events and other messages. Users interact with you by Becoming fans Commenting on your posts Participating in discussions Post photos to your page Fans see your page updates in their newsfeed THE TOOLS

42. Facebook ads give you the ability to advertise directly to specific demographic groups This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now THE TOOLS

43. Location Age Sex Keywords (appear in your users profile) Education Workplace Relationship status Relationship interests Languages THE TOOLS

44. THE TOOLS

45. What you need: Ad message (title and body) Image (make it compelling) Destination URL (where you want the ad to take people) Social actions (optional) THE TOOLS

46. Social actions show related stories about a user’s friends alongside your ad. People can vote whether they like or dislike your ad. THE TOOLS

47. Very affordable and easy to control your budget You can specify a daily budget Schedule specific dates for your ad to run Pay for clicks (CPC) or impressions (CPM) THE TOOLS

48. Facebook Insights provides information about your ad campaign: Track ad performance with real-time reporting Gain demographic and psychographic insights about people that view or take action on your ad Use this information to identify how you can improve your campaign to maximize your results THE TOOLS

49. Identify clear goals for your ad Know who you’re trying to reach Ensure ad headline, copy and image is relevant Experiment to get it right Monitor your campaign and adjust Know when to quit THE TOOLS

50. Applications are entertainment and productivity tools that run within facebook Give users a unique ways to interact with your brand by developing your own applications, or add existing applications, to your page When fans use your applications social stories are created that appear in their friends news feed and link back to your page THE TOOLS

51. THE TOOLS

52. Add social capabilities to your website by integrating with Facebook: Users log in to your website with their facebook identity You can access their profile information to learn more about them and deliver targeted content Publish information back to their friends’ streams on Facebook to bring their friend to your website THE TOOLS

53. Do establish a presence on the social networks your customers and colleagues use create a page to promote your brand point your fans to your company blog or contest encourage a discussion and participate frequently explore targeted advertising opportunities Don’t create a page and fail to maintain it try a hard sell approach censor comments spam your fans/friends with frequent private messages – you’ll drive them away post false information THE TOOLS

54. A blog is a website with regular entries of commentary or news Blogs serve to establish your company as transparent , relevant , active , and expert . THE TOOLS

55. engage in dialogue with your customers improve your search engine visibility promote product launches and events gain expert status by providing useful tips THE TOOLS

56. Do post on a regular schedule encourage conversation by asking questions respond to people that comment on your posts use a few bloggers from your company for more viewpoints Don’t write press releases – be real about why something is exciting let complaints go unanswered make users register to comment – they won’t bother delete fair but critical comments THE TOOLS

57. Microblogs are blogs limited to a sentence or two (about 140 characters ) People use microblogging to promote themselves, share content and follow friends, celebrities and brands Companies use it for marketing, public relations and customer service by giving their brand a voice within the community THE TOOLS

58. Twitter can help you: share timely information promote useful content including resources, contests, deals, etc. (not just your own) personify your brand connect with your customers and develop leads build credibility and influence listen to consumer buzz research competitors network and learn from experts in your field THE TOOLS

59. Churches useTwitter to: Ask questions Share insights Highlight content Hype events Trinity Church uses Twitter to tell Passion of Christ Westwinds Church experiments with Twitter during services Distracting or Enriching ? CASE STUDY

60. September 08: Twitter founder Biz Stone tweets about Charity: Water , which builds wells in Ethiopia. Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500 , enough to build a well The " social media birthday " was born; asking for donations from online friends to celebrate your birthday CASE STUDY

61. January 09: Tweets begin promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water: 202 real-life meetups across the globe, hosted by volunteers $250,000 USD raised at these events 55 wells are planned across Africa & India CASE STUDY

62. April 09: The first "well that Twitter built" is dug April 09: Actor Hugh "Wolverine" Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should support Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrest's radio show, providing huge exposure for the charity CASE STUDY

63. Social media campaign expands: Staff post Twitter updates delivering the results of donations Website hosts videos of drilling progress made in Africa A driller tweets live from Central African Republic Hundreds of videos uploaded to YouTube by charity and supporters http:// www.youtube.com/user/charitywater Facebook Causes page with over $61,000 donated CASE STUDY

64. Do find and share useful content pose questions and reply to others keep it fun - put a friendly face on your brand promote sales, deals, news, updates, and build buzz for big releases or events know what people are saying about your brand Don’t sound like a press release – you’re in a social space spam with constant links to your company website, either in tweets or private messages post useless information – do people really care what you had for lunch? THE TOOLS

65. Video sharing sites let you upload videos and share them with people. They’re a perfect repository for video blogs , taped seminars , witty Power Points , commercials , how-to’s and a behind-the-scene look at your organization. THE TOOLS

66. helps you gain exposure and direct traffic back to your website sparks interest without a hard-sell videos can be low-fi and cheap to produce - immediacy and content is more important than quality. videos can be a place to showcase your leadership in a field, and spread customer testimonials THE TOOLS

67. Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional marketing campaign Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout Launched the website WillitBlend.com and a YouTube channel http://www.youtube.com/blendtec CASE STUDY

68. Videos went viral generating “ millions of dollars in brand recognition ” Channel Views: 3,469,098 Subscribers: 183,949 Online Blendtec blender sales increased 500% The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre CASE STUDY

69. Lessons learned: Be entertaining and keep it relevant to your brand (the videos promote the durability of their blenders without an overt sales pitch) Experiment – the idea might not have worked, but what could they lose? CASE STUDY

70. Do be informative , useful , or entertaining create a summary and detailed description post video replies to others allow commenting and participate in the conversation save bandwidth costs on your website by hosting videos on YouTube Don’t just upload infomercials be afraid to experiment until you find a formula that works. pull down other people’s videos showcasing your product for copyright infringement make your video longer than it needs to be – keep it concise and entertaining THE TOOLS

71. Social bookmarking sites allow users to save , share , organize , comment on and search webpage bookmarks . Community votes on your submissions so they either rise to the top or drop to the bottom. THE TOOLS

72. Do link to relevant articles about news in your field (not just your own content) make friends with other bookmarkers in a legitimate way. respect the terms of service (reddit allows self-promotion, digg does not) Don’t spam by consistently bookmarking your own material cheat by tagging your bookmarks with irrelevant popular keywords open multiple accounts and vote for yourself – you’ll be exposed THE TOOLS

73. Photo sharing sites give you a place to upload and organize your photos You can invite friends to check out your photos and people can find your photos by searching for the keywords ( tags ) you apply to your photos. THE TOOLS

74. detail the launch of a new product , from initial sketches to the launch party promote special events , charitable campaigns , and awards ceremonies provide an inside look at your organization, making it appear glamorous , busy , fun , or innovative THE TOOLS

75. Do tag your photos with relevant keywords use your web site address or brand name as your Flickr screen name upload quality photos of your products/services , and things related to your business link prominently from your web site to your Flickr photostream Don’t stuff linked keywords into your photo descriptions or comments plaster your URL all over the photos you upload discourage people from using your photos (as long as they provide attribution such as a link back to your website) THE TOOLS

76. An Internet forum, or message board, is a bulletin board system in the form of a discussion site conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads THE TOOLS

77. Do keep the message board active by regularly participating in the conversation collect minimal information during registration keep focus and attract users by clearly identifying your community purpose and target audience promote popular discussions throughout your website Don’t build it and expect people to start participating without encouragement and seeding forget to moderate - spammers and trolls will drive users away censor or allow militant moderators to take too much control over the conversation. You want to encourage open discussion, not stifle it. THE TOOLS

78. A wiki is a website that allows visitors to easily add , remove , and edit content – this makes them great collaboration tools Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it THE TOOLS

79. Do find references to your organization and have inaccuracies updated read the terms of use to ensure you are allowed to edit an entry about you research competition use wikis to collaborate with your team Don’t rely on social reference websites to be accurate spam or overtly advertising – it could get you banned use it for Search Engine Optimization (Wikipedia prevents search engines from following links) Don’t sabotage competitor’s entries about competitors (You could get caught) THE TOOLS

80. Internet-based 3D virtual worlds like Second Life reimagine our world with all its potential for commerce and branding people interact through characters called avatars residents explore , meet other residents , socialize , participate in individual and group activities , and create and trade items and services with one another THE TOOLS

81. hold media conferences in Second Life to generate buzz (World Bank reports in world) create and sell branded products accompanied by coupons and advertising for real-world stores purchase land, build stores, and open for business publish streams of audio or video on people’s properties THE TOOLS

82. Do Use it to generate publicity publicity for real world activities find experts to imagine and manage your brand presence in this virtual world, or do thorough research – it’s complicated! be inventive – for example, when someone drinks your product, you may create a script that makes people dance, turn into a cute animal, or speak only in song for 30 seconds. Don’t just try to recreate your real-world brand experience – leverage the possibilities of the virtual world since fantasy is what brought people are there. be afraid to site this one out. If your audience isn’t there and you don’t have a vision to create a meaningful experience don’t bother. THE TOOLS

83. A podcast is a series of audio or video files which is distributed by syndicated download to your computer, for use on an MP3 player or computer. Podcasts can be simple recordings of conversations , presentations , or interviews They’re a chance to provide build an audience around your brand or message. THE TOOLS

84. Do’s come up with a format ( form, topic, and duration) prepare don’t script (or you’ll sound stiff) use a good microphone (but no need to over produce) promote your podcast on your website and podcast directories Dont’s worry about length invest in a lot of equipment – simple tools and software are all you need to get going leave too much time between podcasts – it could prevent you from building an audience THE TOOLS

85. RSS is a way for content publishers to make blog entries , news headlines , events , podcasts and other content available to subscribers. an effective way to distribute your content and lead users back to your website THE TOOLS

86. THE TOOLS

87. Don’t offer RSS feeds for your website’s blog , news , events , and podcasts subscribe to RSS feeds relevant to your industry or interests include a title and description only so subscribers need to visit your site for the full story track your subscribers Don’t spam your subscribers by including excessive advertising in your RSS feed go overboard – limit RSS feeds to content frequently updated freak out when a splogger hijacks your content – this could actually help your search engine rank THE TOOLS

88. Word of Mouth peer-to-peer discussions are more influential than the mass media Participate by enabling and feeding the conversation (follow the 10 keys to success) Be transparent & honest 3 TAKE AWAY MESSAGES