Going SocialAerin Guy

www.gospacerace.com

Agenda

Agenda

1. Me, and you

Agenda

1. Me, and you2. Social Web: An overview

Agenda

1. Me, and you2. Social Web: An overview3. Tools of the trade

Agenda

1. Me, and you2. Social Web: An overview3. Tools of the trade4. Why’s & How’s

Agenda

1. Me, and you2. Social Web: An overview3. Tools of the trade4. Why’s & How’s5. Setting goals and metrics

Agenda

1. Me, and you2. Social Web: An overview3. Tools of the trade4. Why’s & How’s5. Setting goals and metrics6. Questions and follow up

About meAerin Guy

I am the co-founder of a digital strategy consultancy and web

development agency called SpaceRace. I work with companies

and individuals to develop and execute stuff on the web. I make websites. I launch products. I “do”

social media and PR . I write. I teach. I’m always online. It’s OK.

me PublishingMarketing

Web StrategyPR

Community ManagementBlog

TweetEat

Sleep

Pearson CanadaMcGraw Hill Canada

MySparkOntario Disability Employment Network

Totally ADDCharity Village

DreamBox LearningWiley Canada

The Wellesley InstituteNew Leaf Media

Pollywog Bog BooksChildren’s Aid Society of Toronto

Trillium FoundationEdvantage Interactive Science Publishers

Oxford University PressEarth Rangers

The Beach Lifestyle RealtyBregman Real Estate

49 Pixels

clients

Text

People want to connect

social media

social media

• social media refers to the tools we use to communicate in a wired world

social media

• social media refers to the tools we use to communicate in a wired world

• also refers to the online content we create

social media

• social media refers to the tools we use to communicate in a wired world

• also refers to the online content we create

• also known as web 2.0 (and 3.0 with greater networking tools and collaborative capabilities in real time)

shift• represents a shift in how people discover,

read, and share news and information; supports human need for interaction

• if I want you, I will find you

• transforms “broadcast” methods into “dialogues”

• democratization of information - content consumers to content producers WIKIPEDIA

some quick reasons

• espionage

• risk management

• engagement

• response

• re-branding

• fast information

“An immensely powerful competitive advantage flows to organizations with people

who understand the power of real time information.”

- D. Meerman Scott, Real Time Marketing & PR

people use social networks to

• connect with other people

• share preferences

• group gripe

• join things

• stalk

How would you react if, right now....

• your company is cited as “the best place to work” by your local newspaper?

• a customer raves about your customer service on an influential magazine site?

• a well-known industry analyst says on his blog that your company is too difficult to do business with?

How about if.....

• a competitor announces they are lowering prices by 25%?

• your CEO is fired?

• In forums and chat rooms, people said your product poses a health risk?

• a huge company announces its intent to acquire your competitor?

some benefits of using social media

• listen and learn

• publish valuable news and information

• disseminate quickly and effectively

• create or extend your brand personality

• engage in conversations and services

• efforts lead back to your website - your hub or repository of information

Turn the bullhorn around

(Tara Hunt, The Whuffie Factor)

community

community

community

community

• today’s social media is about community

community

• today’s social media is about community

• communities of practice

community

• today’s social media is about community

• communities of practice

• communities of shared interests

community

• today’s social media is about community

• communities of practice

• communities of shared interests

• communities solving problems

community

• today’s social media is about community

• communities of practice

• communities of shared interests

• communities solving problems

• tomorrow’s social media....that’s literally 24 hours away

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Connected

• what is influence?

• why do we trust our friends?

• who influences who?

• who’s influential in your audience? Can you find them? How are you going to find them?

tremendous changes

• education

• healthcare

• government

• international relations

• art

• media

The web is about conversations and

connections, not top down delivery

of information or messages.

Web 1.0, 2.0, 3.0

New goals?

New goals

• share resources

• connect people

• establish presence

• fundraise

• create something

• expand

New audience

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New audience

• digital natives

• search

• subscribe

• mobile users

• formats

• beyond borders

New channels

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New channels

• web

• video

• social networks

• blogs

• mobile

• content everywhere

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The socially enabled, 2.0 experience website

when will your website be “social”?

• content strategy

• people will share your content

• people share good content and things they like with people they influence. that’s it.

•content makes you findable

•content is share-able

•content is searchable

•content is worth talking about

If I opt in....

• then you have the chance to tell me an amazing story about your company, your product, or something that I care about

Great content moves people. It touches people at their human core and that - - the

ability to connect with human beings - - overcomes any and all budgetary deficits you might encounter in marketing today.

“

”Tom Martin, HelpMyBrand.com

search exercise

• Imagine that you are someone else who is looking for information on your organization. Write down the types of search you would perform. What keywords would you use? Where would you check?

Blogs

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• high ranking in organic search

• at least 44% of all web interactions begin with search

• search engines love blog headlines, as they indicate what can be found on the page

• search engines also love blogs because they are frequently updated

• recent + relevant = RANKING!

blogging: Be FOUND!

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• Twitter is a real-time micro-blog,real time word of mouth

• 140 character max forces “tweets” to be powerful, concise and well-chosen

• follow and be followed, join a community

• highly searchable and customizable

• great way to provide links, respond instantly, and connect with “constituents”

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Tweetdeck/Hootsuite

• most users access Twitter through a third-party application

• manage multiple accounts

• track mentions, direct messages, schedule content

• search discussions, topics, categories

Location

• location based social networks can drive customers into brick and mortar with the right promotions

• badges, mayorships, group discounts, awards

• game mentality

Location Goals

• increase foot traffic?

• sell more of a particular item?

• more patrons at certain times of day?

• promote a specific product

• new customer acquisition?

• repeat customers?

People

• Who are you trying to reach?

• Who is your audience?

• Where do they hang out?

• What’s the best way to reach them?

Objectives

• What are you trying to achieve?

• Increase in membership? Brand repositioning? Better customer service?Leads?

• How will you measure your success?

Strategy

• how will relationships with your audience change?

• What will be expected of you as an organization/company?

• How will you handle negative comments?

Technology

• now you know who, why and how

• time to answer “what”

• Wikis? Community? FourSquare? Twitter? Facebook? Flickr? Video?

Metrics

Define success• welcome to metrics

• in order to define success, how are you going to measure it?

• the cost of equivalent benefits

• what are your indicators?

social media response metrics

• comments

• “likes”

• Tweets, RTs, pingbacks, shares, references

• link love

• got none? uh oh!

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a book!

Building Capacity: 5 BIG ISSUES

• Inertia problem - most organizations were founded prior to the internet....they aren’t used to having control issues, intimate relationships with audiences, and they think they control their brands.

• Leadership issue - often the leaders are pre-internet. Difficult to get buy-in. Threatened. “This is a fad” “Our customers don’t want this”

• Advocate issue - who’s the squeaky wheel?

• Silo issue - “that’s marketing’s job”. “IT handles our web stuff” Believe me, neither should hold the keys to the kingdom.

• Fear issue - it’s all so new, and changes so quickly, budgetary responsibility

Don’t buy it.

• would you trust the key conversations with your customers to an outsourced service?

• as a small biz, it’s something you can manage, and have to manage in order to glean helpful insights

SEO?

• don’t farm this out either.

• you can’t “game” google.

• data scraping, penalties

• build it into your content strategy

• editorial calendar

• your website is the book you’re publishing

Hot tips• Develop a deep understanding of your “clients”. Groups

who are successful are able to tap into the knowledge of who they are trying to build a relationship with.

• Connect people directly. Bringing people together can be scary. Power in numbers! Your value is in your ability to do this.

• Be open, ego free.....and let go of control. You never had it anyways.

• Emulate, innovate. Fail, experiment. Lather, rinse, repeat.

Questions

Thank you