Workshop delivered to a group sponsored by the Town of Stratford, December 8th, 2012.

1. Social Media 101
Content • twitter new markets
niche • • •
social media YouTube
• keywords • •
facebook • Web 2.0• business export •blogging• •
Workshop #1: Introduction to
Social Media
By: Maureen Kerr, Kerr Consulting

2. Agenda
• Introductions
• 3 sections of workshop:
– Intro to social media
– Building an online brand
– Promoting your organization online
• Discussion/questions

3. Who Uses Social Media?

4. How Do I Know?

5. 508 visits...

6. No Traditional Media

7. How We Consume Media Has Changed
1970’s: tv, radio, newspaper,
magazines, record player
1980’s: VCR, Walkman, PC,
video games, Satellite TV
Present Day: Internet, mobile
phones, Blogs, text
messaging. iPhones

8. Jump On!

9. The Social Media Space

10. Adoption of Social Media
Crossing the Chasm by Geoffrey A. Moore

11. Definition of Social Media
Social media is an umbrella term that defines
the various activities that integrate
technology, social interaction, and the
construction of words, pictures, videos and
audio.

12. Lingo
• Blogs
• Micro-blogging
• Content
• Transparency
• Tags
• Photo-sharing

13. Nuances of Social Media

14. Interaction & Social Media
Social media users want to interact and are open to
Those who have more than just an online presence.

15. Old Marketing Funnel

16. Flipping the Funnel:Seth Godin
Free E-book: Flipping the Funnel Google: Seth Godin
www.Sethgodin.typepad.com WORTH SHARING

17. Why It’s Perfect for
Business
• It's FREE
• Reach new audiences
• Provides new ways of reaching existing
audiences
• Great way to build relationships
• And bring people down the funnel
• Drive traffic to your website

18. WHY SOCIAL MEDIA IN NOT
FREE…
Resources required for social media may include:
Strategic consultation
Training
Creating content
Integrating tools
Distributing content
Relationship management
Measuring value
**But the province will often pay up to 50%

19. How to Use Social Media
for Your Business
• Define your Strategy
• Market Research
• Build your Brand
• Put profiles on: Facebook, LinkedIn,
Twitter (but only if you’re going to use
them!)
• Start conversations, it’s about dialogue
• Post pictures, videos and podcasts

20. Listen

21. Break

22. Build an Online Brand
• Start with:
– Facebook
– LinkedIn
– Twitter
– Flickr
– YouTube

23. The New Marketing Strategy

24. What Is Your Niche?

25. The History of the Long Tail
• Popularized by Chris Anderson in a 2004 “Wired”
magazine article that has led to a series of books
• Long Tail Theory: “Long tail products that are in low
demand (low sales volume) collectively make up a market
share that exceeds the bestsellers.”

26. Facebook
Not just for fun:
-Fan pages
-Group pages
-Business page
-Advertising
-Targeted, qualified, demographics
-Pay-per-click

27. LinkedIn

28. Pinterest.Com

29. Copyright

30. Become a Blogger

31. Twitter.com

32. Hootsuite

33. Break

34. Search Engine Optimization
(SEO)

35. Keyword Research
https://adwords.google.com/select/KeywordToolExternal
Or just Google: “google keyword tool”

36. A Bit of a Science…
USE YOUR KEYWORDS EVERYWHERE:
• Domain name • Titles of pages
• Alt tags on pictures • Categories on blog
on your website • Meta tags
• Links of keywords • Twitter posts
• Press releases • Tagging pictures
• Articles • Throughout your
• Tagging blog posts website copy/text

37. Public Relations
(PR)
• Article Marketing;
• Press Releases;
• Promote and market yourself, but subtly;
• Provide keywords, links back to your site;
• Provide something of value;
• Put a spin to it;
• Research industry publications online and
off.

38. PR Sites
• www.inewswire.com,
• www.prlog.org,
• www.przoom.com,
• www.openpr.com,
• www.pr-usa.net,
• www.seenation.com

39. The Basic Rules
• Listen
• Engage
• Measure
Have fun!!!

40. Questions?
www.MaureenKerr.ca