This document appears to be from a presentation on social media strategy. It discusses how social media allows for unprecedented access to information, but this also creates information overload and challenges for decision making. It emphasizes listening to customers and communities on social networks, and highlights recommendations and peer-to-peer interactions as the most trusted forms of advertising. Specific strategies discussed include generating leads, creating specialized communities, and using social media to improve search engine optimization, act as a knowledge source, and strengthen other marketing campaigns. Metrics from comScore show that social media is driving more visitors, time on sites, and page views for companies.

1. innovatebyday.ca • dday@innovatebyday.ca • Twitter: dday10
STRATEGIZE • ENVISION • IMPLEMENT
SOCIAL MEDIA STRATEGY
Telecom Hall of Fame Luncheon
Lecture
7th Annual Telecommunications Forum
Ottawa, November 9, 2010
Deborah Day
Digital and Social Media Strategist
Innovate By Day
Copyright Innovate By Day, Reproduction is forbidden unless authorized. All rights reserved.

2. innovatebyday.ca • dday@innovatebyday.ca • Twitter: dday10
STRATEGIZE • ENVISION • IMPLEMENT
video

3. innovatebyday.ca • dday@innovatebyday.ca • Twitter: dday10
STRATEGIZE • ENVISION • IMPLEMENT
CHOICE
VOICE
COMMUNICATION
CONNECTIONS
COMMUNITY
The time of the Individual

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STRATEGIZE • ENVISION • IMPLEMENT
Find them in their space
Listen

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STRATEGIZE • ENVISION • IMPLEMENT
Social Networks

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24 hours of video / minute
200,000,000 blogs
90,000,000 tweets / day
1,000,000,000 content shares / day

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STRATEGIZE • ENVISION • IMPLEMENT
Information Overload

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STRATEGIZE • ENVISION • IMPLEMENT
Unprecedented Access to
Information

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STRATEGIZE • ENVISION • IMPLEMENT

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Decisions

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I can be fast
but maybe I’ll make
mistakes
I can be
right
but it may take too long
How can I can be fast and
right?
The Decision Maker’s Dilemma

12. innovatebyday.ca • dday@innovatebyday.ca • Twitter: dday10
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“More data will be
created in the next four
years than in the history
of the planet.”
Mark Hurd June, 2009

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STRATEGIZE • ENVISION • IMPLEMENT
How do we help people
decide to buy from us?

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Relevancy

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Recommendations
The Most Trusted Form of Advertising

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STRATEGIZE • ENVISION • IMPLEMENT
Recommendations:
The Most Trusted Form of Advertising

17. innovatebyday.ca • dday@innovatebyday.ca • Twitter: dday10
STRATEGIZE • ENVISION • IMPLEMENT
5 Proven Strategies for B2B Social Media
Marketing
IDG Enterprise: B2B Social Media Marketing Series, Mashable
1. Generate Leads
2. Create a Specialized
Community
3. Improve SEO
4. Be a Knowledge Source
5. Strengthen a Campaign

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“Community users spend 54% more than non-community
users.”
Ebay 2006

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STRATEGIZE • ENVISION • IMPLEMENT
10 Reasons To Engage with Twitter
1. It EMPOWERS your customers
2. PERCEPTIONS can be dangerous
3. Ability to instantly clear up rumours
4. You can bare witness to your product/service in real time
5. It offers INSTANT feedback
6. It shows FIRST-HAND how your message is being received
7. It shows the customer that you CARE to engage
8. People want to know that someone is LISTENING
9. Consumers know more about the product than we do
10. It is ENGAGING and REWARDING

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More Monthly Visitors
comScoreSeptember2010

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STRATEGIZE • ENVISION • IMPLEMENT
Spending More Time
comScore September2010

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Viewing More Pages
comScore September2010

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STRATEGIZE • ENVISION • IMPLEMENT
New Tool
Company
Pages

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innovatebyday.ca • dday@innovatebyday.ca • Twitter: dday10
STRATEGIZE • ENVISION • IMPLEMENT
78% of decisions made through
peer to peer interaction

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Recommendation Marketing Platform
Help people make fast, confident decisions
to do business with you
Help your customers bring you more
customers

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STRATEGIZE • ENVISION • IMPLEMENT
Customer Insights
Relevant &Targeted
Marketing
Sales Force ProductivityNext-Gen Lead Gen
Campaign
Measurement
SOCIAL MEDIA
TOOLS

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Thank you.
Listen Engage Embrace