The document discusses engaging youth via social media. It provides credentials for the author and an overview of the growth of social media. It emphasizes that social media is now where most internet users engage and is an important way to understand markets. It then discusses developing a social media strategy including objectives, tactics, and measurement. Key aspects of a strategy include developing valuable content, engagement methods like blogs and contests, community management, and analytics. Specific tips provided include starting to listen, creating a blog, using Twitter and LinkedIn, notifying customers, and using management tools like Hootsuite.

1. Engaging Youth via Social Media

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

4. media revolution

5. 1900’s
1400’s
1994
1800’s 1800’s

6. What is
Social
Media
?

7. Internet / mobile tools for sharing &
discussing information

8. Why you should care
about social media.

9. Two-thirds of the global Internet
population visit social media websites.
Nielsen, Global Faces and Networked Places, 2009

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

11. The number of YouTube videos viewed per day.

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

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

14. inauguration 2.0

15. Why should you care
about social media?

16. Fish where the fish are

17. Social media is not…

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

19. If
you
listen…

20. Youth & the internet…

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

33. Measure twice, cut once…

34. Social Media Strategic Planning
 Objectives
 Target Audience
 Strategy & Tactics
 Measurement

35. Objectives
− Connect with youth
− Increase attendance
− Build a network

36. Strategy / Tactics (examples)
 Connect + Inform
− Blog + Twitter
 Increase awareness / drive traffic
− Facebook Page + advertising
 Generate buzz
− Online contest

37. Outposts
Base Camp

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

39. SM Strategy Breakdown
1. Content
− Plan compelling, valuable content
− Content types: copy, images, video
− Create list of relevant blogs
− Follow category, customers, competitors
− 5 themes

41. SM Strategy Breakdown
2. Engagement
− Determine tools (Blog, Facebook, Twitter,
Linkedin, YouTube)
− Network building (Find people, search, groups,
tweetups)
− Social media ready website
− Be “social” …

42. Rules of Engagement
1. Be useful
2. Be relevant
3. Don’t interrupt
4. Entertain me
5. Make me feel important

43. Let’s get social…

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

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

46. 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…
And always remember, the Internet never forgets,
and that’s a long time…

51. SM Strategy Breakdown
3. Management (tools & systems)
− Identify resources
− Hootsuite / UberTwitter
− System
− Monitor
− Engage
− Publish
− Weekly evaluation

52. SM Strategy Breakdown
4. Measurement & Monitoring
− Google analytics
− Hootsuite
− Facebook
− Google Alerts
− RSS Feeds

54. 5 things
you can do
today

55. 1. Start listening
Listen for…
• Who’s talking about your organization,
neighborhood, category
• Monitor & manage brand reputation
• Look for opportunities to engage

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

60. 3. Try Twitter / Linkedin
Create accounts
• Easy to use / low commitment
• Connect with colleagues, peers, influencers
• Use on the go…

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

64. 5. Advanced User ?
Already on Twitter, Facebook, Linkedin –
start using Hootsuite!
• Multiple accounts
• Content columns
• Schedule tweets

66. Takeaways
 Develop your plan/strategy
 Identify internal resources
 Listen, listen, listen
 Engage, engage, engage
 Always add value
 Define metrics & track religiously
 Test, track and tweak…

67. Thank You
Chris Burdge
508-7761
chris@bwest.ca