The NORCAT Hot Topics series engages leading thinkers from around the world to share their insights ith our entrepreneurial and innovation community on topics that are relevant now and in the future. Understanding your market, the latest trends, and what others are doing is difficult even on the best of days! This event will focus on helping you understand the latest trends in social media and online marketing and what you need to be thinking about to grow your brand awareness and build your markets.

1. Presented by Stuart MacDonald
February 13, 2013
stuart@stuartmacdonald.ca
Twitter: @stuartma
LinkedIn: linkedin.com/in/stumacdonald

3. Big Thing Number One:
Social Media

5. Social Media is going to where people
are talking and being a part of the
conversation. It is as it’s always
been, but faster, broader & longer
lasting
You are how you are and what people
say about you online.

6. We All Participate In Social Media

7. We All Participate In Social Media

8. We All Participate In Social Media

9. We All Participate In Social Media

10. People are talking about
subjects that matter to you and
can help or hurt you in building
your business. Each of these is
a reflection on you, and an
opportunity to engage with
others.

11. Should You Do It? Yes.

13. What Are Your Objectives?
Awareness Promotion
Connection Traffic
Sharing Image
Credibility Money
“Soapbox” Profile
How Will You Measure Them?

14. Guiding Principles
 Be thoughtful  This stuff never goes away
 Be authentic
 Demonstrate thought leadership
 Be actively involved
 It will take time  Stick with it

15. Who Should Do It? Everybody.

16. Who Should Do It? Everybody.

17. Who Should Do It? Everybody.

18. Social Media Today
 Interactivity is now expected
 You can’t just be one way  You have to engage
 Many brands are becoming “personas”
 Zappos
 JetBlue
 Social tools are becoming customer service vehicles
 Feedback
 Engagement

19. Social Media Bottom Line
 Have a plan
 Be authentic
 Engage
 Use all the tools
 Stick with it...or not
 Have objectives and monitor performance
 Never forget  You are how you are online

20. Big Thing Number Two: Content
Marketing

22. Content Marketing is using
resonant information to draw
people to you – and get them
to engage with you

23. Key Difference: You Own It

24. Key Difference: You Own It

25. “Create Marketing People Love”

26. Google Loves It Too

27. Top Content Marketing Tips
 Be Remarkable
 Be Sharable
 Focus on the What the User Wants to Know
 Use It as a Gateway to More Engagement

28. stuart@stuartmacdonald.ca
Twitter: @stuartma
LinkedIn: linkedin.com/in/stumacdonald