social media for business 101 - west vancouver
DESCRIPTION
Presentation done for the West Vancouver Chamber of Commerce Feb. 16, 2011 on using social media for business and utilizing Twitter as well as Facebook Business Pages, Facebook Places, Facebook Deals, Facebook Advertising and also seeding accounts and blog integration.TRANSCRIPT
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Social Media for Business 101February 16, 2011
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About Me
• President, 6S Marketing
• Founded 6S in 2001 (10 years!)
• Expert in SEO, SEM, and Social Media
• Speaks at, sponsors and attends industry events across North America
• Born and raised on the North Shore!
• Frequent Gleneagles Golfer
Chris Breikss
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Our Team
• Skilled, dedicated and industry-savvy team of 25 employees
• Project managers have 4 to 10+ years SEM experience
• Worked with 400+ clients
• BC’s Top Ten company to work for in 2010
6S Marketing
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“Facebook facilitates the sharing of information through the social graph, the digital mapping
of people's real-world social connections.”
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Facebook Stats• Launched in 2004
• Over 600 million active users as of January 2011
• 42+% of the North American population has a Facebook account
• One in every 13 people on the entire planet are on Facebook (source: Social Media Today)
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Facebook Stats
• 50% of Canadians on Facebook
• 63% of Canadians under 50 on Facebook
• Facebook Movie ‘The Social Network’ nominated for 8 Academy Awards including ‘Best Picture’
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Facebook Activity• There are over 1 billion objects that people interact with
(pages, groups, events and community pages)
• Average user is connected to 80 pages, groups and events
• Average user creates 90 pieces of content each month
• More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) are shared each month
Source: Facebook
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Facebook Mobile• There are more than 200 million active users currently
accessing Facebook through their mobile devices
• People who use Facebook on their mobile devices are twice as active on Facebook than non-mobile users
• There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products
Source: Facebook
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Facebook Business Pages
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Advertising on Facebook
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Facebook Ads
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Facebook Advertising
• Demographic Targeting
• Geographic Targeting (West Vancouver only)
• Target People by Interests (golf, cooking, reading)
• Pay only for clicks (pay-per-click, PPC)
• Facebook has a very high volume of ad delivery
• Low cost
• Drive to Facebook Business Page or Website
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Facebook Targeting• Demographic Targeting
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Facebook Targeting• Geographic Targeting
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Facebook Targeting• Targeting Interests
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Facebook Analytics
Fan Page InteractionMedia Consumption
Fan Growth
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Facebook Places
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Facebook Places
“Facebook – with its population of 500 million plus – offers an invaluable marketing opportunity in the form of Places.”
Kevin Barenblat, CEO Context Optional
Who. What. When. And Now WHERE.
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Creating Your Place• Is your Place already on Facebook?
CHECK FIRST!
• Access Places through iPhone or touch.facebook.com
• Information pulled from various sources (Yellow Pages, FB users)
• If location is not already added, you can add it manually
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Claiming Your Place• Search for your Place
• Click on “Is this your business?”
• Certify that you are an official representative
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Claiming Your Place• Facebook will attempt to
verify by calling the phone number associated with the Place and providing a 4-digit PIN
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Claiming Your Place• If there is no phone number,
there is also document verification (This makes the process much longer)
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Merging Places with Pages• Once your Place is
claimed you may be prompted to merge your Page with your Place
• Recommended only if:• One physical location• One Facebook Business
page
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Why Use Places?• Control Information
• Have administrative access to the information being provided
• Market Research• See who’s checking in at your
and others’ locations and what they’re saying
• Interaction• An easier way to interact both
on and offline
The review/peer conversations that take place after check in
will be what matters most
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The Downside of Places• Privacy
• Functionality
• User Adoption
• Incentive
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Incentivize Check-Ins• Offers discounts to
customers who check-in
• Similar to Foursquare or Yelp discounts but to a larger audience
• Is 15% enough to get someone in off the street? Make compelling offers and deals
• Focus on loyalty, not discounting
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Facebook Deals• Four types: Individual, Friend (groups), Loyalty (multiple check-
in), and Charity
• Facebook Deals incentivize people to check in at their business
• Business owners can view who has checked in and offer loyal customers special deals
• The value is that when customers check in, it is broadcast to their social network through their Facebook mini-feed
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Why use Twitter?• Promote your company in social media
• Communicate with existing customers
• Provide customer service
• Monitor what are people saying about your company
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Why use Twitter?• Engage brand advocates
• Experiential and promote events
• Leverage content that you have developed such as blog posts, videos
• Build relationships with industry leaders
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Goals• Increase Twitter followers by __%?
• Increase awareness?
• Extend reach of marketing initiatives?
• Online content distribution plan?
• Increase traffic to website?
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What should we talk about?• Reply to other people's questions
• Comment on other people's tweets
• Stick with the conversation
• Build relationships
• Don't be a ME! ME!
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What should we talk about?• Share events that you are attending or planning to attend
• Have you tweeted about being here?
• Have you checked in on Foursquare or Facebook Places?
• @chrisbreikss @6S_Marketing
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What should we talk about?• Promote your own content like blogs, articles, video, ad
campaign creative
• Promote other's content like articles that you find interesting or relevant to your industry
• Re-Tweet people that you want to build relationships with
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Content Strategy• Proprietary content
• Content development considerations (budget?)
• Repurpose content for other mediums
• Repurpose archived content (old videos, print campaigns, photos)
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Content Creation Strategy• Regularly recurring content on social media profiles
• 20% - 25% unpredictable, unique content
• Ad hoc updates (on the fly and mobile)
• Contests
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Seeding Accounts
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Email to Social Media
• Which Social Networks are your customer base using?
• Start with your email database
• Use your email database to help seed your social media accounts
• Transition them over to each social network using campaigns specifically targeted at them
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Seeding Accounts• Process of building up you initial user base
• Start by inviting friends, family, colleagues, brand advocates. Export your Outlook contacts then filter
• A Facebook advertising campaign can dramatically expedite the process of building fans and likes
• Automated software can help for Twitter such as Tweet Adder - tweetadder.com (but be careful with this)
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MailChimp
• Now MailChimp Social Pro allows you to see which of your email subscribers are on each social network and segment into lists by social network
• MailChimp will even pull in pictures into MailChimp Faces to segment your lists and “put a face to that email”
• MailChimp Social Pro is free until March 2011 (hurry!)
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MailChimp Faces
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Blogs
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Blog/ RSS Integration• Use your blog as your social media hub
• Integrate your blog with all your social media platforms
• In the open and transparent age of social media, blogs are vital for reputation management
• Proper blog integration, distribution and strategy is vital to the success of any corporate blogging initiative
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Why Blog?
• Enhance your reputation as a reliable and trusted authority
• Gain superior search engine rankings
• Add content as easily as writing an email
• Push content to target audience by RSS and email
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Blogger Outreach
• One of the best ways to conduct an online word of mouth campaign is to get influential bloggers to talk about and review your product
• A blogger outreach campaign will connect you to leading relevant bloggers in your niche to have them review your product honestly in their blog
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Blogger Outreach
• Branding and word of mouth review from a thought leader in your industry
• Targeted relevant traffic to your site from the blogs
• Natural inbound links that will help with your website’s search engine rankings
Benefits
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Mobile Marketing• There are 3 billion cell phone users in the world
• Each of your customers has a cell phone on them 90% of the time. Do you sleep next to your phone?
• If you want to reach your target audience and expand the visibility of your brand, you need to reach people on their mobile devices