A presentation to a group of laid off executives from a major oil company. It was an introduction to the market and consumer forces driving social networking, describing what social networking is and the most common tools and then discussing how/where this fits into a small business business and marketing strategy

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November 11, 2010
Social Networking
Discussion
How does a small business use the internet to
grow and thrive?

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© 2010. Selwyn Shuman, Capie.com
Agenda
 Introductions
 Market/business trends
 About social networking, networks and tools
Break
 Social networking in your business
 Demo
 Workshop

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© 2010. Selwyn Shuman, Capie.com
Introductions
You:
 Name
 Background
 What are your expectations?
 Experience with Email, Blogs, Facebook, Twitter, Linked in?
 Have you ever bought anything over the internet? What?
Me: Selwyn Shuman
 Social Networks:
Blog: http://selwynshuman.wordpress.com,
Linked In: http://www.linkedin.com/in/sshuman,
Facebook: http://www.facebook.com/selwynshuman
 Communications:
Twitter: @selwynshuman, MSN: sshuman@capie.com ,
GTalk: Selwynshuman@gmail.com, SKYPE: sgshuman

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© 2010. Selwyn Shuman, Capie.com
Guidelines
This is your session
Let’s keep it interactive?
Let’s ask questions
Let’s keep it interesting for all
I don’t know all the answers. None of us
do. If I don’t know, I’ll tell you and get back
to you later
Let’s be flexible with breaks

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© 2010. Selwyn Shuman, Capie.com
Market/business trends

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© 2010. Selwyn Shuman, Capie.com
Macro trends
 Technology Revolution/Global Connectivity
 Recession Hangover
 Emerging consumer power
 West to east
 Emerging middle class in developing countries
 Citizen (anti-consumerism) mind-set
 Prosumer
 Educated/Access to information
 Peer networking (you don’t control the brand)
With thanks to: Colleen Funkey; Funkey Brands; colleen@funkeybrands.com

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© 2010. Selwyn Shuman, Capie.com
Consumer trends
Branding Gap
(Gap between what is is demanded vs. what is sold
 Localism
 Value/thrift vs. consumerism
 Real benefits
 Simplification – life is complicated
 Authenticity and Transparency
With thanks to: Colleen Funkey; Funkey Brands; colleen@funkeybrands.com

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© 2010. Selwyn Shuman, Capie.com
SA Business environment
 The Research Institute for Innovation and Sustainability : http://www.riis.co.za/the-south-african-innovation-
landscape-2010/
SA is innovative (81%)
Business is seen as a primary driver of innovation (75%)
We have the leadership - you
We have the infrastructure (mostly)
Skills are available

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© 2010. Selwyn Shuman, Capie.com
Marketing approaches
Old school – mass media
 One to many
 Radio, TV, print
 Big budget = big reach
 Low personalization
 Corporate brand (we “trust”
Sony, Apple, Toyota)
 Price and features
“New” school – interactive
marketing
 One to one
 Social networks/Web sites
 Low financial cost
 High personalization
 Personal brand
/Authenticity/transparency
 Provide value/contribute
knowledge
 “Freemium” model
Deliver authentic experiences. Evoke an emotional response. Inspire people. Help consumers to
share their story. Empower support, aid and enable consumers with knowledge

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© 2010. Selwyn Shuman, Capie.com
About social networking,
networks and tools

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© 2010. Selwyn Shuman, Capie.com
Interactive marketing tools
 Social networks
 Blogs
 Web sites
 Email
 SMS/MMS
 Others? (polls, RSS feeds, …)

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© 2010. Selwyn Shuman, Capie.com
What is a social network?
 Lots of definitions on the web – see Wikipedia
 Very old concept – friends, family, work colleagues,
professional associations, clubs (sports, hobby’s,
interests), lodges (Lion’s, rotary), etc.
 Networking groups for marketing – important from
our perspective
 What’s new?

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© 2010. Selwyn Shuman, Capie.com
What are social networking
services?
 Online service, platform, or site
 Focuses on building and reflecting of social relations among
people
 A social network service represents a
user, their social links and a variety of
additional services.

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© 2010. Selwyn Shuman, Capie.com
Major social networks
 Worldwide – Facebook, Twitter
 South Africa – Facebook,
Twitter, LinkedIn, Mxit
 North America - MySpace and
LinkedIn
 Canada - Nexopia
 Netherlands - Bebo, Hi5, Hyves
 Germany - StudiVZ
 Hungary – iWiW
 Spain - Tuenti
 Poland - Nasza-Klasa
 Parts of Europe - Decayenne,
Tagged, XING, Badoo and
Skyrock
 South and Central America -
Orkut and Hi5
 Asia and the Pacific Islands -
Friendster, Mixi, Multiply, Orkut,
Wretch, renren and Cyworld
 India - Twitter, Orkut and
Facebook

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© 2010. Selwyn Shuman, Capie.com
Common tools
Tool What?
Facebook Consumer and personal level. Largest network, lots of
“noise”
Linked-in Professional to professional network. High level of trust
Twitter Personal/business “news” service. Based on SMS -
140 character message
Mxit Mainly SA. Big in youth market. Instant messaging,
mobile, hip.
Orkut Large in India (now owned by Google)
RenRen Largest in China
MySpace First pioneer. Mainly oriented to musicians now
Geni.com Family, family tree

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© 2010. Selwyn Shuman, Capie.com
What is a blog?
 Web Log
 Type of website ; part of a website
 Regular entries
 Interactive

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© 2010. Selwyn Shuman, Capie.com
Other social networking tools
Free - hosted Open source tools
Blogs Wordpress.com, Google
Blogger, Feedburner
WordPress and
others
Web sites Google, Wordpress.com,
withtank.com, yola.com
Joomla and others
Online shops Google Magento and others

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© 2010. Selwyn Shuman, Capie.com
What is search
 Search Engine Optimization (SEO)
 Relevant content
 Key words
 Back links
 Longer term (6 – 12 weeks)
 Search Engine Marketing (SEM/PPC)
 Key words and non key words
 Geography
 Shorter term (1 – 2 weeks)

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© 2010. Selwyn Shuman, Capie.com
Social networking in your
business

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© 2010. Selwyn Shuman, Capie.com
OK, great info, but what do I do with
it?
Marketing
strategy
Key words
Develop contentPopulate
platforms
Measure
Adapt

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© 2010. Selwyn Shuman, Capie.com
Marketing strategy
 Business plan?
 Who are my customers?
 Geography, age, interests, needs, web sites, …
 Where are they and how do I connect with them?
 Email, search, competitions, events, blogs, …
 What are the search keywords?
 (SEO, SEM)

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© 2010. Selwyn Shuman, Capie.com
Develop content
 Blog
 Social networks
 Email campaign
 Tied to an event?, competition?
 Website

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© 2010. Selwyn Shuman, Capie.com
An example – my mechanics
Step note
My marketing strategy •Leverage existing network
•Target medium business for search – 24 month
timeline
•Target wealthy Americans for tours – 6 month
timeline
My blog (wordpress.com) •Email blast to announce
•1500 people, 150 signed up to blog or opted
in
•Entries on interactive marketing, tours
•only one comment
•Time challenge
Feeds Twitter, Facebook, LinkedIn More responses here
Update content on blog Huge amount of work to do
Build travel web site Lesson learned: Get professional help
Build interactive marketing web site To be done. Must first generate buzz

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© 2010. Selwyn Shuman, Capie.com
Some conclusions
 There is no “perfect” recipe. This is a new field
 Spend time thinking about your business plan.
 Let someone review it
 Spend time on your marketing plan
 How will you measure success?
 Hits? signups? Ultimately Sales
 Have someone review it
 Think through SEO and SEM
 Start small and test, test, test

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© 2010. Selwyn Shuman, Capie.com
Workshop/Discussion
 Marketing plan
 Who are our customers
 Where are they?
 What are they interested in?
 How can we provide value to them
 What tools?