The document outlines a seminar on advanced social media marketing for businesses. It discusses the benefits of social media for customer relations, marketing, sales, and search engine optimization. It addresses whether a company should use social media and which networks are most effective. The presentation cautions against common mistakes like not participating actively or failing to engage others. Examples are given of how other companies have successfully used social media. The document concludes by advising listeners to assess their clients' social media use, avoid making false promises, use social media management tools, and consider in-house versus external social media management.

2. Actions
Advanced Social Media Marketing for Business

3. Today's Seminar
1. How Social Media can benefit your company.
2. Monitoring/Evaluation: Should YOU be on social media?
3. Differences between the social media networks.
4. The importance of Social Media Policies.
5. How to use social media.
6. Next Steps: What to do now.

4. During the Seminar...
Take notes but don't just copy slides, we'll give
you those after.
Ask questions. Interrupt if you need to. We can
learn from each other.
Initial questions?

5. So...
Why use Social Media?

6. So...
Why use Social Media?

7. So...
Why use Social Media?

8. So...
Why use Social Media?
34% of Canadian businesses have won new business
through social media networks (the global average was
40%)
28% of Canadian businesses have set aside a dedicated
marketing budget to social media
60% of medium-sized Canadian companies and 34% of
small companies won new customers through social
media

9. So...
Why use Social Media?
53% of respondents stated that “keeping in touch with
business contacts” was the primary reason they use Social
Media
51% said that they used it to organize, connect to and
manage customer groups
94% say that brand building is currently the primary
purpose for business social media usage

10. 76% of people think advertisers lie.
SOCIAL MEDIA is a way to listen and talk to the real company,
not some crafted advertisement.

11. So...
Why use Social Media?
When making a purchasing decision
(or spending money in
general), would you trust an
advertisement or a friend?

12. So...
Why use Social Media?
CRM
(Customer Relations Management)
Your customers and clients are actively
talking online, so why not move your CRM
there as well?

13. So...
Why use Social Media?
Marketing and Sales
People are ignoring the old standard 'push'
way of marketing. They want to be informed,
not told what to do.

14. So...
Why use Social Media?
Cost Effectiveness
 Online ads: Clicks vs Views
 Vs Old-school media

15. So...
Why use Social Media?
Reach
Mass amount of people in one
message
Ability to share, spread organically
Chance to go viral

16. So...
Why use Social Media?
PR – Sharing News
Original Content
(blog)
Twitter Facebook
Your Audience (Current clients, potential customers, suppliers)

17. So...
Why use Social Media?
SEO
(search engine optimization)
Google Rank Increases With:
1. Original Content on sites (blogs)
2. Links back to website from other sources (Facebook,
Twitter, LinkedIn)
3. Last edits to website (blog, social media)

18. Consider...
Should YOU be on Social Networks?

19. Consider...
Should YOU be on Social Networks?
In London alone, on Can you accurately
Facebook, there are: calculate how many
people see your
343,680 people current marketing and
ads?
* who live within 10
miles of London, ON
* age 18 and older

20. Canadians are using Social Media
• 83% of Canadian Internet users have been on
Facebook
• 22% of Canadians over 60 use social networks
• 73% of Canadians under 30 use social networks

21. Why are they using social networks?
• Younger users and women use these sites
for socializing
• Older users use these sites to obtain and
share info
• Youth use these sites for entertainment

22. Consider...
Should YOU be on Social Networks?
Do you have something to share?
You are already an expert in what you do.
(meaning you know more than 99% of
other people)
Let people know by sharing information.
The easiest and most cost effective way is
via social media.

23. Consider...
Should YOU be on Social Networks?
Monitoring
Tools:
1. Google Site Search
Eg: type: “site:facebook.com company”
2. Google Alerts
3. TweetDeck Keyword Search

24. What...
Networks to use?

25. What...
Networks to use?
The largest social network in the world at almost
700 million users.
 Brand Pages
 Custom Landing Pages
 Targeted Advertising

26. What...
Networks to use?
Why?
1. Hosted Photos/Content
2. Contests
3. Direct Ads
4. Stationary, more website-like
5. Gives people a place to link back to
6. Lets people 'share' what they do

27. What...
Networks to use?
Instant, real time messages that can be seen by anyone
who “follows” you.
. 140 Character Limit.
. 130 Million Users (12-15% of Canadians)

28. What...
Networks to use?
Why?
1. Direct conversations
2. Allows you to search out new people
3. Real-time = spending time
4. Allows you to 'watch' similar
organizations and the market.

29. What...
Networks to use?
LinkedIn
Why?
1. Corporate presence
2. In-depth discussions in Groups
3. Lists employees, volunteers

30. What...
Networks to use?
Everything Else
(Foursquare, Gowalla, Places, Quora)
Why?
1. Online and Local Presence
2. Marketing Dispersion
3. Brand Awareness

31. The...
Importance of a Social Media Policy

32. American Red Cross

33. How to...
Use Social Media for NFP

34. 5 Mistakes Companies Should Avoid
With Social Media…
1. Signing up then not participating. A tell-tale sign that Twitter is
nothing more than a check-off on your social media check-list: when
you rarely post to Twitter or Facebook it will show.
2. Self Promotional Tweets. Accounts that sound more like cars
salesmen, constantly using promotional Tweets to tout their own
internal messages.
3. Fail to generate Twitter traffic ‘to anything”. Having specific
landing pages (ie: a blog post on your site) that are linked to in Tweets
or Facebook is the best idea. The blog serves as the central component
to your social media strategy.

35. 5 Mistakes Companies Should Avoid
With Social Media…
4. Failing to engage in the conversation. Social media and tools
such as Twitter, provide the most efficient means of creating personal
network with your current and potential audience, but this does requires
more than just posting about the organization; it requires talking and
responding.
5. Starting a social media campaign without a plan. Its like
running a marathon without prior training. It will seem like a good idea
until you realize you are not ready for it. Social media consultants can
add valuable insight and prepare the company for a social media
campaign.

36. By the end of2011 half the companies online using
social networks will manage them wrong, creating
consumer doubt and decreased brand value.
Why?
Rushing in without a planned strategy with benefits
outlined for both consumer and company.

37. How To...
Use Social Media for NFP
Social Manners
 Know the language.
 80/20 rule: Be helpful, not promotional!
 Know what not to say.

38. How To...
Use Social Media for NFP
Corporate vs Personal
 Time
 Tone
 Content
 Personality

39. How...
Other Companies are Using Social Media

40. How...
Other Companies are Using Social Media
Martell Home Builders
Home builder from Moncton, NB (pop. 60,000)

45. Blendtec – “Will It Blend?” Campaign
Who?
Blendtec was an unknown
blender manufacturer
What?
Created an ongoing
series of YouTube
videos, blending
everything from hockey
pucks to iPhones

46. Blendtec – “Will It Blend?” Campaign
Results?
• 101 videos produced to date
• Videos went viral:
The first video got 23, 000 YouTube hits the first day
Each video gets from 22,000 to over 8 million hits
• Reported 500% increase in online sales
Why?
• Fun and unique marketing with no “buy now” sticker
• Branded the blenders as durable

47. How...
Other Companies are Using Social Media
Make A Wish Foundation Vancouver
24-hour Fundraiser

48. Make A Wish Foundation Vancouver
– 24h Fundraiser
Who?
Make A Wish‟s Vancoiuver chapter along with Anthony Caridi
of KasuFunding.com put together this online event.
What?
Over a 24 hour period they used various social media vehicles to
raise donations. Starting with a simple Tweet and integrating
KasuFunding.com‟s social donation website.

49. Make A Wish Foundation Vancouver
– 24h Fundraiser
Results?
Make A Wish raised over $12,000 in the 24 hour period using
100% online social media methods.
Why?
They first contacted people of influence on Twitter to reTweet
their message about the fundraiser. They kept the message
simple online to allow for easy sharing and no confusion.
KasuFunding.com also allows you to donate then „Share This‟ to
your friends.

50. How...
Other Companies are Using Social Media
Canadian Cancer Society
“Join the Fight”

51. Where...
To go from here

52. Where...
To go from here
Listen
Is social media worth it for your company?
 Ask your current clients what networks they are on.
Would they rather get news over Facebook than printed
newsletter?
What age are your prospects? Each network has different
demographics.

53. Where...
To go from here
Avoid False Promises

54. Where...
To go from here
Use the tools.
 TweetDeck, Hootsuite <-- Twitter, Facebook posts
 Wordpress <-- Blogs
 Social Mention <-- Monitoring
 Google Analytics <-- Recording traffic

55. Where...
To go from here
In-House Management
Average time spent of new social media worker creating account,
learning to converse, finding the target audience: 60%
Once accounts are active, training is accomplished and networks
are built: 10%

56. Where...
To go from here
External Management
Professionals = No Bad Tweets
Fast, efficient and able to use extended monitoring
Cost effective at start up
Always up-to-date on market and network
changes, upgrades, new tools, etc.

57. Where...
To go from here
Budgeting
Compare to other marketing streams: billboards, newspaper.
What is a conversation worth to you?
Pre-plan prizes for contest.