Social Media 101

Everything You Wanted to Know about Social Media but Were

Afraid to Ask

Social Media: The Basics

So Why is Everyone So Excited?

Conversation vs. a Broadcast

540 million registered users

175 million users

Delivering 2B streams/day,

80 million members

Just the Facts, Ma’am

17 million Facebook members

3 million Twitter users

17 million YouTube users

57% of online Canadians use social networks at least once a month; 82% of Gen Y consumers use social networks each month

17 Million Canadians…..

….are in the workforce

….have a pension plan

….own life insurance

….have access to recycling

….use wireless services

….have a passport

….filed their taxes online in 2008

The Five Myths of Social Media

Social Media is….

Takes time, money and resources

Social media is….

A Lot of Work

Social media is about the tools

even the best tools have no value without clear goals.

Social media is a standalone activity

Must be integrated into marketing and sales activities

Social Media is All About the Numbers

Size Doesn’t Matter

Measuring ROI is Difficult

ROI depends on how you define investment

Getting Started

Social Media in Four Steps

Strategy

Tactics

Who’s Using Social Media in Canada?

Many companies are still afraid to embrace social media

Don't understand it

Don't understand it

Don't know how much it will cost

Don't understand it

Don't know how much it will cost

Can’t see how to measure ROI

Don't understand it

Don't know how much it will cost

Can’t see how to measure ROI

They’ve had a bad experience with social media

AND

Break

- Insight and information- Domain expertise- Powerful Content “engine” - Google

Why Blog?

Define Your Strategic Priorities

Create an editorial schedule

Cross Pollinate

Variety is the Spice of Life

Exercise

The OPP gave Gumball 3000 rally drivers something to chew on this week.

At least one of the rally vehicles, a 2009 Dodge Charger, was impounded by Northumberland OPP for allegedly going 179 km/h.

The same car was stopped hours earlier by the OPP for doing more than 140 km/h.

The police impounded the Charger for 7 days and suspended the driver’s license.

“Cops chew up Gumball rally speeders”

• Easy and quick• Real-time conversations• Multiple purposes

Why Twitter?

Why YouTube/Video?

- People love videos

- Google loves videos

- Videos have multiple purposes

- Entertain, Educate, Engage

Canadians Love Watching Videos

- Two minutes…or less

- User-friendly

- Attractive ROI

The Corporate Video

Facebook Users (Globally)

The Benefits

Build Community

Deliver Engaging Content

- Visibility- Improved connected-ness- Research tool- Recruitment/Job Tool- Business Development- Expanded digital footprint

Why LinkedIn?

Your Profile

Exercise

Monitoring/Measurement

- Activity- Sentiment - Demographics- Location- Web Site Traffic- Leads- Sales

What Do You Measure?