htce social media presentation
DESCRIPTION
Social Media is not a Side Dish. This presentation for HTCE is specifically aimed at addressing the hurdles that established organisations face when incorporating social media into their marketing mix.TRANSCRIPT
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No Longer a Side Dish - Incorporating Social Media into The Marketing
Mix
HTCEMhairi Petrovic
October 3rd
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Menu• Introductions• What is Social Media?• Case Studies – Metroland and Allan Financial• 7 Vital Tips for Social Media
• Strategy• Pilot• Educate• Tools• Measure• Policy• Content
• Recap and Questions
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About Mhairi Petrovic
• Out-Smarts Marketing Founder• Internet pioneer• Experience founded in traditional sales and
marketing• Passionate about social media and its
potential for growing businesses• Focus on simplifying the Internet for business• Educator, blogger, entrepreneur
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About Out-SmartsOut-Smarts is a Vancouver B.C. based Internet marketing company
specializing in social media.
Internet Strategy
Social Network Marketing
Blogging For Business
Email Marketing
Search Engine Marketing and Internet Advertising
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What is social media?
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Social Media On-line technologies that allow you to share content,
connect and interact with others. Internet networking hubs. Social media tools include wikis, blogs, podcasts as well as
social networks like Facebook and You Tube. Tools and not the panacea. A component of your marketing or business development
strategy.
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Who uses it? 700m and counting Facebook 100 m on Twitter and on LinkedIn 7 billion+ photos on Flickr 24 hours of video uploaded to YouTube every minute 180m+ blogs 77% of active Internet users use blogs No longer the domain of the youth or techies Over 35 demographic is the fastest growing More women than men Practically EVERYONE!
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Social Media – Business Benefits Ability to reach a wider targeted audience Build community and loyalty with existing connections Grow your network – make new connections Develop relationships Maintain contact with existing networks Connect and learn from industry specialists online and peers To establish your company’s expertise and build brand awareness Attract attention To promote your product or service (tastefully and subtly) Great sales tool that can negate the need to cold call Improve and enhance customer service Drive traffic to your company website or blog
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Business Functions that can Benefit from Social Media
• Customer Relations• Communication (both Internal and external)• Research• Advertising• Human Resources• PR• Marketing
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Social Media is not a side dish…
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…but it’s not the full meal either.
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Social Media is an Ingredient• A component that complements your
overall strategy• A tool that you can use to reach your
target audience• A new way to communicate, build
awareness and grow community• Another tool to add to your
marketing or communications arsenal• It is an ingredient that enhances the
flavour of the overall dish
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Social Media
Can be threatening for established business because it necessitates change.
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A New Way to Communicate
OldClosedControlledOne Way (Push)Company FocusedFormalSlow
NewOpen/TransparentOrganicInteractive (Pull)Customer FocusedCasualFast
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Like the Grand Bazaar
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Some Things Don’t Change.
Marketing 101
CustomerCompanyCostCommunication
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Case Study – Allan Financial
• Life Insurance• Highly targeted
geographically to Bowen and North Shore
• Very traditional industry• Trailblazers in their industry• Lots of social media
naysayers • Social media neophytes
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Case Study – Metroland Media Group
• Ontario’s largest community newspaper group• Torstar subsidiary• Large traditional media organisation• Used to traditional advertising and marketing
model and old methods• Declining readership• Using content as a way to increase online
advertising revenues
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7 Social Media Tips for Established Organisations
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1. Social Media Must Complement Corporate Strategy
• Your goals, mission, values remain the same• You already know your audience – apply that
knowledge to your online efforts• Use Social Media to augment your marketing efforts• Reflect your branding, messaging and differentiation• Treat social media activity the same as any other
marketing activity – measure and manage • Some of the best social media campaigns are those
that complement existing traditional campaigns
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Take a Holistic Approach to Internet Marketing Strategy
Your company
online
Search Engine
Marketing
Website Optimization
Internet Advertising
Social Media Marketing
Measuring and
Reporting
Email Marketing
Digital Marketing
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2. Start Small and Grow
Identify one area of business and run a pilot– For one product, service or target segment of your
audience– Makes it more manageable and less risky– See if your community is indeed using social
media– Allows you to adapt and evolve– Tests the waters in a manageable way– Prove effectiveness
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North York Twitter Pilot
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3. Educate
• Educate staff and decision makers as to what social media is from a business perspective
• Conduct a series of introductory sessions introducing social media tools and concepts from a business perspective
• Relate social media to your business or others in your industry
• Education puts social media in perspective
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An Introduction To Social Media
Mhairi Petrovicwww.out-smarts.com
October 4 2010
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An Introduction to Social MediaAgenda
• What is social media. The who, what, why and how of social media. The business benefits of social media. Before you start – what you need to know Social Media Tour - Tools and tips
Facebook, Twitter, LinkedIn, Blogs Safe and Effective Social Media Participation Questions
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4. Choose your Tools Wisely
• Which tools does your target audience use most ?
• What is it that you want to gain from using social media?
• What are your corporate strengths?• What resources do you have available?
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Which Social Media Tools
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Allan Financial Market Segments AlignmentSocial Media efforts align very closely with target audience:
– Spender, ‘David’
– Saver, ‘Linda and John Xin’
– Retiree, ‘Rose & Alex’
– Legacy Planner, ‘Jennifer’
– Entrepreneur, ‘Sarah & Avi’
Different social media tools to build community with each.
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5. Make it Measureable• First ask - where are you at right now in terms of your
goals? This is your yardstick.
– Website metrics– Social mentions– Connections – number of followers– Content sharing - buzz– Comments / Contributions– Subscribers
• Determine goals that are quantifiable and achievable.
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How Metroland Measures Success
• In advertising terms that relate to their business (i.e. click through’s, conversion rates etc)
• Paying close attention to web traffic analysis• Measured by number of followers
(community)• Social Media referrals (RT’s, comments and
mentions etc)
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Measuring Followers
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Measuring Referrals and Interactions
Twitter Stats
Facebook Insights
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6. Social Media Policy
• Employees need to know boundaries• Policies should outline appropriate social media
behavious• Spell out communication policies for each
network or tool• Address copyright , link attachment and
proprietary information• Build best practises for the tools you use so that
everyone is aligned
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Best Practises
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7. Content is Key
• This is about your audience not you• Should always add value, be interesting• Be consistent in posting content• Never overtly sell• Stay on topic (related to your business,
community and industry)• Should convey your brand and message
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Allan Financial
• Content reflects the “enjoy life” message• Uses the target community as a source of
content• Post and reply to comments regularly
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Metroland Now
• All communities use Facebook, Twitter as applicable
• Social media referrals increasing 20% year on year
• Social Media is an integral part of their strategy to get more traffic and build ad revenues
• Next: working to launch iPhone app
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Allan Financial Now• Integral approach to Social Media• Early days – rolling out social media gradually• Educating staff and creating policies• Tapping into the Bowen and West Van Community• Added 56 followers in first few weeks on Facebook• Already driving traffic to the website
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Social Media for Established Organisations - Recap
• Must be in line with overall strategy• Start small and build• Educate• Choose Tools Wisely• Make it Measurable• Policies• Content is Key
Questions?
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Contact Information“Mhairi Petrovic” on LinkedIn
www.out-smarts.com/blog
www.twitter.com/outsmarts
www.facebook.com/outsmarts
604 290 4099