1. Social Media Marketing Workshop

2. Agenda
 9:00 – 9:10 Introductions & set-up
 9:10 – 10:00 Social Media Strategic Planning
 10:00 – 10:50 Twitter & Hootsuite
 10:50 – 11:00 Break
 11:00 – 11:50 Facebook
 11:50 – 12:00 Wrap-up & final questions

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

5. What is
Social
Media
?

6. Internet / mobile tools for sharing &
discussing information

7. Why you should care
about social media.

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

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

10. The number of YouTube videos viewed per day.

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

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

13. inauguration 2.0

14. Why should you care
about social media?

15. Fish where the fish are

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

21. Measure twice, cut once…

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

23. Objectives
 SM Marketing objectives
− Generate leads
− Increase store traffic
− Build my network
− Increase website traffic

24. Target Audience
 Who are you talking to
− Male / Female
− Age range
− Local / tourist
− Technical / social media savvy

25. Strategy / Tactics (examples)
 Demonstrate expertise
− Blog + Twitter
 Increase awareness / drive site traffic
− Facebook Page + advertising
− Coupons / specials
 Generate leads
− Online form

26. Outposts
Base Camp

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

28. 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

29. Five Buckets
1. What’s happening in Tofino
2. Surf reports / tips
3. Top Wedding Planning Mistakes
4. Tofino Wildlife
5. What to do in Tofino

32. SM Strategy Breakdown
2. Engagement
− Determine tools (Blog, Facebook, Twitter,
Linkedin, YouTube)
− Set-up and / or optimize accounts
− Network building (Find people, search, groups,
tweetups)
− Social media ready website
− Be “social” …

33. Let’s get social…

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

36. 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

37. 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…

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

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

48. Hootsuite Stats

49. 5 things
you can do
today

50. 1. Start listening
Listen for…
• Who’s talking about you, your company,
your neighborhood, real estate
• Monitor & manage brand reputation
• Look for opportunities to engage

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

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

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

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

59. 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…

60. Social Media Camp
Canada’s first conference dedicated to
Social Media
When: Sunday, October 3, 2010
Where: Victoria Conference Centre
Special offer for workshop participants
15% discount – use coupon code: SMCV10
www.SocialMediaCamp.ca