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

www.6smarketing.com

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!)

MailChimp Faces

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

Questions

Chris Breiksschris@6Smarketing.com

@6S_Marketing