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- 2. Social Media – Where do I start? Heather Robertson - Digital Communications Consultant
- 3. Heather Robertson - Digital Communications Consultant DOES MY BUSINESS NEED A FACEBOOK PAGE? Heather Robertson Digital Communications Consultant
- 4. Where does social media fit? Marketing Branding | Advertising Social Media Heather Robertson - Digital Communications Consultant
- 5. How big is big? *Socialnomics August 2011 Heather Robertson - Digital Communications Consultant
- 6. What is social media? User- Generated Content Heather Robertson - Digital Communications Consultant
- 7. Social Media Forms: Social networking sites Facebook Blogs and Micro-blogging Twitter Content Communities YouTube/Flickr Collaborative Projects Wikipedia Virtual Social Worlds Second Life Heather Robertson - Digital Communications Consultant
- 8. Why use social media? 4 reasons Heather Robertson - Digital Communications Consultant
- 9. When using social media You’re getting people to chat about you and your product Heather Robertson - Digital Communications Consultant
- 10. And become brand champions As you customer chats about you – they become your brand champion . That kind of marketing or branding you can’t buy. Heather Robertson - Digital Communications Consultant
- 11. You can use social media to say the things that you have no other place to say them. - Halifax Boat Show - BlueNose II reconstruction Heather Robertson - Digital Communications Consultant
- 12. Helps in Search Heather Robertson - Digital Communications Consultant
- 13. Where should I start? Model your choice of social media to your business Do an inventory of your resources and acquaint yourself with the various social media sites Set some objectives – both long term and short term Heather Robertson - Digital Communications Consultant
- 14. Let’s explore together The Marine Mechanic The Yacht Broker The Marina Heather Robertson - Digital Communications Consultant
- 15. What’s the cost? Social Media is NOT free. It costs... Your time Your energy Your imagination Heather Robertson - Digital Communications Consultant
- 16. What’s the ROI? Metrics – the greatest asset and the biggest problem The ROI is connecting with your customers – and staying ahead of your competitors. Heather Robertson - Digital Communications Consultant
- 17. Social Media Tip and Tricks Heather Robertson - Digital Communications Consultant
- 18. Be the leader DON’T .. turn this over to the most junior person on your team – or your kid for that matter – this is serious business Heather Robertson - Digital Communications Consultant
- 19. Take a course Take a course on social media – there are lots around so you can understand what you want. Don’t try to muddle through – it will only annoy and frustrate you Heather Robertson - Digital Communications Consultant
- 20. Find Your Voice Try to be chatty – if you can’t be funny Be honest – the social media BS meter is very acute Don’t blast about yourself – and just throw up useless words or ads Talk about your business, your community, things going on in your life Heather Robertson - Digital Communications Consultant
- 21. Don’t shy away from negativity Bad things happen. In most social media sites you can use the delete button. But this is also your opportunity to set the story straight Heather Robertson - Digital Communications Consultant
- 22. Be part of the bigger picture Join your community – don’t be an island Heather Robertson - Digital Communications Consultant
- 23. Stick to your goals Above all be patient.. Of course Tim Hortons has 1.7 million users – they also have a bigger budget than you – and more resources. But you aren’t competing with Tim Hortons. Heather Robertson - Digital Communications Consultant
- 24. Back to the beginning Does your business need a Facebook page? Heather Robertson - Digital Communications Consultant
- 25. Resources Six Pixels of Separation by Mitch Joel Discover Boating Tools ww.discoverboating.ca/tools fr.discoverboating.ca/tools/default.aspx Heather Robertson heather.s.robertson@gmail.com @H_Robertson Heather Robertson - Digital Communications Consultant
Notes de l'éditeur
- Thank you for the warm introduction I’m going to be honest here and admit that I don’t do a lot of public speaking so I’m a bit rusty. Besides, I’m far more comfortable behind my computer where I can self edit – delete.. Delete.. But I’m absolutely delighted to be back in Atlantic Canada, this is my third trip this year. I was in St. John’s Newfoundland in July, the same week as Russell Crowe, then Halifax in October. I was in the Annalpolis Valley and then down the South Shore through Lunenberg and Mahone Bay – that cost me two pairs of shoes – and now I’m here in Moncton for the day. BTW, this photo is of NorthWest Cove near Chester Nova Scotia
- I want to thank you for including me in your AGM. I’m very passionate about the web and every excited about the opportunities social media offers business.
- My presentation is entitled “Does My business Need a Facebook Page?” mainly because I’ve always wanted to do a presentation with that title. But my whole purpose here today is to give you enough information and ideas to help you make that decision for your business
- In the marketing arena, social media is about branding – not advertising. It’s about getting your name out there, making some noise. I liken it to attending a Chamber of Commerce meeting and sticking out your hand and saying hi. When you evaluate the benefits of attending a chamber of commerce meeting – they usually start at 8AM, you get a free breakfast, pass out a few cards, pick up a juicy piece of gossip, hand out a few business cards – keep tabs on your competition. What’s the ROI in that? The flipside to that is... what happens when you aren’t there but your customer says. Social media is not about tweeting ten times and then expecting a phone call. It’s about building strong customer relations. As business people, we know the value of creating good personal relations with our customers and social media just offers us another place to do that.
- The second thing I want you to keep in mind is this... All of my customers are on some sort of social media and when I do my pitch at some point in time , they lean back, put their arms like this, stick their nose in the air and say but I’m not on social media. So I lean back, put my hands on my hips and say... but we’re not talking about you – we’re talking about the 850 million people who are using Facebook And we aren’t talking about China, or Britain or Timbuktu, we’re talking about your customers and you’re future customers – such as the Y-generation When I was at the OMOA golf tournament this summer, one of the Four Winns dealers told me that Facebook wasn’t his demographic. I responded by saying with 850 million users – someone is bound to like Four Winns? And even if they don’t – you’re not on Facebook or other social media sites to sell boats – you’re on Facebook to build your credibility and your brand. To build long last relationships with your customers.
- strictly speaking social media is user-generated content. a media site such as Linked In or FB provides the framework and the application – but the actual content is derived from the people who upload their photos and make posts. and it’s that content is that is of interest to search engines and to marketers but people are talking about: Where they work Where they play Where they eat, shop, do sports – even if they’ve lost their sunglasses
- Social Media falls into six different forms: social networking sites – which I think at this point in time are the most common. Examples would be Facebook, Linked in, My space. In some respects, particularly on Facebook, you’re building a community. blogs and Micro-blogging – An example of micro-blogging would be Twitter... Or how to share my life with the world in 140 characters. And just because I know you guys want to be cool dudes... If you tweet on Twitter - you are a tweep not a twit.. Content sites – such as YouTube, Flickr – Youtube is a very interesting tool. According to stats last year, YouTube is the second highest used search engine after Google. I use YouTube all the time for instruction on Microsoft Excel or Power Point. Collaborative Projects or wikis – the most commonly known is Wikipedia but they are very common in the corporate world for document writing. Virtual Social Worlds – games would come under here. There is where you take on an indentify, and a personna that’s not your own. You create yourself as avatar which is not necessarily a likeness of yourself and then you live and meet in this social world. Your avatar can have clothes, a house... virtual game worlds (e.g. World of Warcraft ), virtual social worlds (e.g. Second Life ).
- There are lots of great reasons to use social media – but to me, these are the most important
- You’re getting people to talk about you and your product. And they do... Even if it’s the most inoxious such as we were at the marina last night – they are talking about you.
- Making your customers the champion of your brands Here’s a copy of a Twitter conversation between myself and Toyota. Now, I tweeted that I was getting my new Scion and Toyota picked me up on search and responded to me. But anyone who follows me knows that I’m getting a new Scion – and so does anyone who is following the #hashtag Toyota which is how Toyota found me
- Social media allows you to become an ‘authority’ in your business without using marketing speak It allows you to speak about things that are going on that you can’t place on your website. For example, most of you will be attending the Halifax Boat Show. What you can’t talk about on your website are all the neat features about the show and what’s happening at the show. It can be a disconnect, but you can use that on social media. Or you can tell your customers that they can watch the reconstruction of the Bluenose II via webcam on your social media site – and a lot of people will find that kind of stuff interesting.
- And finally and this is very critical – you are building an awareness of yourself and your brand with the search engines. Search engines are designed to send the most relevant search results to the keywords submitted by the user. Search engines have an algorthim they use to determine which is the most relevant site. It’s comprised of a number of factors, including who is saying the most relevant things Search engines index social media sites – because they see this as a source of material as to what’s on people’s mind In addition, having a social media site such as Linked In, or Facebook, means that you have more opportunities of coming up on the search engine results page. I keyed in Heather Robertson – just to show this. But let’s say that I keyed in Digital Communications Consultant. If for some reason, my website didn’t come up – then perhaps my Linked In profile would. It’s another opportunity.
- That definitely depends on what you’re business model is, what you want to accomplish, what your resources are. Facebook isn’t for every business and neither is Twitter. And different social media platforms provide different opportunities and different fits. My recommendation is that you pick two types of social media that work for your business model – and do them well and that’s key.
- I thought it might be fun to give a couple of examples of different businesses and brainstorm together what types of social media migth work best. Should a marine mechanic be on Facebook? I don’t see it myself, but I do see a marine mechanic on YouTube and I actually wrote about this in Boating Business. He is creating valuable links to You Tube – and then adding it to facebook from his personal profile on the Discover Boating facebook page. If I was a yacht broker, I’d be on Linked In? Why? Because a Yachtbroker is offering a professional service. The marina – this is an ideal opportunity for Facebook because you are building a community. Posting photos of your events – get your customers to post photos of their boats?
- Your time and thought and energy It’s not free
- In my estimation, one of the greatest tools that the internet gave us were metrics. The problem then became intepretation and trust me when I say that Facebook doesn’t talk to GA who doesn’t speak with Omniture The Analytics gurus are still trying to develop the metrics for social media so that you can evaluate it. But keep in mind that it’s not an advertising campaign – it’s branding so you have to develop your own kind of metrics – such as going to the Chamber of Commerce meeting. I find that most of my customers are looking at these metrics with a very uninformed eye – and they aren’t using serious values – like most small business folks, you don’t have the time to start doing all of this. One of my customers is a manufacturer of toolbelts – and he has 40 likes in 2 months – 40 likes. He was so discouraged and angry. And he asked me how many likes Tim Horton has – well they have 1.7 million likes – only 1.7 million – how many customers do they have – and what kind of machinery do they have behind them? They are supporting their social media efforts with TV ads, print, radio – games... The ROI lies in keeping ahead of your competitors – your customers are in that arena talking about you – become part of the conversation. And that you are getting more benefits
- Do and dont’s A good example – of establishing yourself as an authority is the Discover Boating Canada site – providing a forum for everyone to talk about boating – providing a community 3. Start small – focus on two types of social media that you think will help your business Nothing goes viral overnight.
- There are lots of great courses that you can take that are hands on how to build a facebook business page – take it. In fact Discover Boating is hosting several webinars explaining how to do it. These courses will give you an overview of how to create and then help you decide if this is the way forward These sites are not intutive. They have been designed by ‘geeks’ not business people – and they keep changing. Just as you get the hang of something – it changes.
- Social media is not a place to go around an blast about how good you are Nor is it a place where you throw up ads or toss around useless words. You are trying to establish yourself as an authority or expert in your given field. And once you are designated as an authority then you become an influencer in that field. You cannot completely control your message through social media but rather you can simply begin to participate in the "conversation" expecting that you can achieve a significant influence in that conversation
- If there are champions then there might be people out there who want to say bad things. Probably this is everyone’s greatest fear. But in most applications you can delete the nasty things... In Facebook anyways But don’t run away from them – here’s you chance to respond and set the story straight With regard to your competitors. It’s frowned on in the social media world, it’s easily ferreted out and in all likelihood your competitior is trying to figure out social media just like you are – he doesn’t have time. Recognise that – whether through sabotage by activists or not – allegations against you and the way you respond to them within your social media back yard is visible to all your followers. Rudeness and sarcasm are inexcusable, however tight a corner you’ve been painted into. Always take the high road – better mileage. Don’t believe your own spin and if your organisation has a skeleton in the cupboard, don’t just ignore it. You’re going to need a plausible answer when someone pulls it out and rattles its bones. 4. Show some humility. And quickly. In the case of social media, if you can convince your fans – and even some of your detractors – that you are human and recognise their right to protest and be upset with you, you stand a better chance of being defended by the community, even if you don’t deserve it.
- And if something exciting is happening on your Facebook page – post it on the Discover Boating Page. When you have your own FB page – you’re not competing with Discover Boating, instead you’re adding to it. And I’m here on behalf of Tracey Hart to tell you – that if you want to post something on their FB page – go right ahead. She’s trying to build a boating community page and the more people who add to it the better. I post on the Discover Boating Page all the time. I work for The Store – Mason’s Chandlery and I post their seminars and their activities.
- And it’s not about competing with anyone – with who has more likes. It’s about reaching out to customers and creating new relationships and making noise. Social media is about making noise.
- So back to my original question – Does my business need a Facebook Page? According to Jesse Hirsh – a commentator for CBC – becoming part of social media is going to become more and more important. I notice this myself – more and more of the sites that I frequent are requiring that I sign into their website through my Facebook profile. Why do they want this – they want access to my profile – and my information and they want to build up their users and their friends and their likes. If you want to learn more about social media then I would suggest you read Six Pixels of Separation by Mitch Joel. This is a book about social media, new customer relationships and it’s written for the business owner. I’ve recommended it to several people and they really like it. In my mind yes—your customers are in these arenas talking about social media – be part of the conversation.