This document provides an overview of using social media for business purposes. It discusses the history and rise of social media and how it has disrupted traditional advertising. It then summarizes various social media platforms like blogs, Facebook, Twitter, YouTube, LinkedIn and Flickr. It emphasizes setting up business pages and profiles on these sites to engage with customers, build your brand and drive traffic. Specific tips are provided for using each platform effectively and developing a social media policy. The goal is to lower marketing costs through social media optimization while raising traffic, improving search rankings and increasing sales and profits.

2. Stirling Business Centre, Mon July 20th 2009Charlie Gunningham

3. - Goals/Intro, Definitions - Blogs, Facebook, Twitter - Youtube, LinkedIn, - Policy, Conclusion, Takeaways

4. OBJECTIVES3 things you want to get out of today?

5. CAR PARKthings that may have to be handled later

7. HISTORY

8. ARPANET, 1968

10. 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?

11. Net EFFECTS

13. TRAD ADVERTISER … doesn’t do it for me anymorehttp://www.youtube.com/watch?v=heSudg-tfIk

15. Major shifts happen slowly- the frog in hot water - climate change- ageing process

16. 1994 Age ofSurf 1998 Age ofSearch NOW Age ofSocial (media)

17. 1960-2000Golden Ageof Advertising

18. Fragmentationof all media

19. Demise of tradmedia

20. Warren Buffett (May 2009)“ I would not buy a newspaper stock at any price … their business model is over”

21. 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. http://en.wikipedia.org/wiki/Social_mediaincl blogs, youtube, facebook, twitter, flickr, slideshare, …

22. Power that is SOCIAL MEDIA- free- powerful- scares big media silly- elected a President- not being used by your competitors (yet)

23. TV clips…OLD Media – controlled “gates of distribution “but not anymore

24. “Markets are conversations” conversations among humans sound human natural, uncontrived, honest public switch quickly tell us something! (then we might speak to you) business is only part of our lives, it’s all of yours The Cluetrain Manifesto: The End of Business as Usual by Christopher Locke, Rick Levine, Doc Searls, David Weinberger Pub 1999 : read it for free at www.cluetrain.com

25. … people want to talk!

26. “Markets are conversations” Every ‘deal’ is a series of conversations

27. So – have a conversation with your mkt- WIIFT- contribute, join in, - have a clear company policy

28. Advantages SOCIAL MEDIA- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)

29. BLOGS- a “web log”- leave comments, post- Start your own- video blog (“vlog”)DEMO - http://blog.aussiehome.com, incl back engine

30. BLOGGING SOFTWARE1. Blogger.com (Google)2. Wordpress.org (popular, purists) 3. DotNetBlogEngine(Microsoft)? Who wants to do one right now?

31. THE RULES… not expensive in $’s Blog often, blog interesting Show yourpassion Encourage staff to blog Be authentic Ideas spread Allow publicto comment

32. BENEFITS? you’re asking the wrong question, but … Better Traffic & SEO to your site Fun, empowering for you/staff Listen + Learn from your public Gather interesting content What goes around comes around “Markets are conversations” = the future of marketing?

33. Look at blogs, read loads of them If you had a soap box, what you speak about? Start one today ? THINK NOW – how might you use this?

34. PODCASTING- audio file (usually)- record interview, testimonial…- have them downloadablewww.byoaudio.com

35. FORUMS- interactive, Q&A- opinions, learn from customers?- you/they post question points- comments ‘thread’ / link thru’>> seabreeze.com.au Platforms: BeeHiveForum.net …

36. Mark Zuckerberg, Founder, Facebook

37. Do your own FACEBOOK Page free ‘n’ easy to set up people find you you’re in control 540,000 in Perth more > 40 than < 20 500+/day in Perth join

38. Facebook.com/gunningham Update words/photos Wall/Info, News Feed Comments/Likes Friending Policy Privacy Settings Controls for ads/pages

39. Set up a FACEBOOK Group/Business Page Invite ‘fans’ publish events, goings on interactive shop window Walls, Photos, discussions Import blog feed, apps

40. FACEBOOK Business Page Link from emails/web site Run it like your site Feed from page to your site Upload videos Build a community

41. Post your own FACEBOOK Ads Direct + targetted Set a budget Easy to set up, edit, cancel + monitor 11mn+ views ($1400)

42. Post your own FACEBOOK Ads Bid / Budget Impressions Clicks Click Thru Rate Cost per Click Cost / Thousand Imp’s

43. TWITTER in Plain Englishhttp://www.youtube.com/watch?v=ddO9idmax0o

44. Biz Stone, Founder, Twitter.com

45. TWITTER! (your own) 55mn monthly UBs Growing fast Very easy to update ‘micro-blogging’ Word out, top of mind Own thoughts, profiling

46. TWITTER! (your own) Own domain extension – grab it! Link and retweet Post your own news Use tr.im to shorten links Follow everyone? Link back to your site

47. TWITTER! (company) Own domain extension – grab it! Same concept, but company Backgrounds Themes/# Saved searches Tweetdeck Update from mobiles

48. TWITPIC.com App that synchs with twitter Take photo, upload + then it becomes a tweet with a link to the photo Can be done from mobile http://twitpic.com/photos/chazgunningham

49. Chad Hurley, Cofounder, Youtube.com

50. Upload movies to Obama did 1,678 87 mn views Av age 45-55 yrs tag ‘perth real estate’ DIY, free

51. www.youtube.com/aussiehometv Creates online vid Code for you to use ‘testimonial mountain’ Draws in viewer

52. LINKEDIN.com Professional networking Makes connections visible Worth being there Est 2003 40 mn members http://www.youtube.com/watch?v=IzT3JVUGUzM

53. LINKEDIN.com Professional networking Makes connections visible Worth being there Est 2003 40 mn members

54. Flickr.com Est 2004 Photo sharing Galleries, comments Company web address 3.6bn images Bought by Yahoo!

55. Flickr.com Tag photos Organise into sets Storage for blog pix Create your own space Need yahoo email (free)

56. USED TOGETHER – rinse and recycle - use tr.im and tweet the links - comment on blogs - blog + tweet links to blog post - photo (twitpic) and upload - link twitter to Facebook updates

57. 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)

58. Social Media Optimisation Lower ad costs targetted, effective marketing Raise Traffic + improved rankings Fun, empowering; learn & interact Drive client loyalty more sales and profits MOST powerful when you mix them

59. THANK YOU! - contact Netway for web work- keep an eye on aussiehome.com- and all the best with social media!- for these slides, contact me…charlie@aussiehome.com0411 092 669