1. INTRODUCTION

2. INTRODUCTION
“Socialmedia provides the average
individual with extremely powerful
Communications and Public
Relations tools.”

3. SOCIAL MEDIA DEFINED
Social media is a
conversation online.
Look who’s talking:
o your customers
o your donors
o your volunteers
o your employees
o your investors
o your critics
o your fans
o your competition....
o anyone who has internet
access and an opinion.

4. SOCIAL MEDIA DEFINED
The conversation is not:
o controlled
o organized
o “on message”
The conversation is:
o organic
o complex
o speaks in a human voice
Social media is not a
strategy or a tactic –
it’s simply a channel.

5. SOCIAL MEDIA DEFINED
o Social Networks
o News & Bookmarking
o Blogs
o Microblogging
o Video Sharing
o Photo Sharing
o Message boards
o Wikis
o Virtual Reality
o Social Gaming
o Related:
o Podcasts
o Real Simple Syndication (RSS)

6. SOCIAL MEDIA DEFINED
The power to define and control a brand
is shifting from corporations and institutions
to individuals and communities.

7. SOCIAL MEDIA DEFINED
Word of Mouth is the Future of
Marketing
Marketers can effectively use social media by
influencing the conversation.
One way to do this is by delivering
great customer service experiences.

8. CASE STUDY
o Zappos, an online shoe retailer,
makes customer service central
with a focus on “making personal
and emotional connections.”
o Divert marketing budget to
customer service (they outsource
marketing to their customers; they
don’t outsource their call centre)
o Use Twitter to promote their
brand
o Website displays any public tweets
mentioning of their brand
o CEO has over 400,000 followers
o 430 employees on Twitter
o $1billion in sales last year and their
expanding into new product
categories

9. SOCIAL MEDIA DEFINED
o 91% say consumer reviews are the #1 aid to
buying decisions - JC Williams Group
o 87% trust a friend’s recommendation over
critic’s review - Marketing Sherpa
o 3 times more likely to trust peer opinions
over advertising for purchasing decisions -
Jupiter Research
o 1 word-of-mouth conversation has impact of
200 TV ads - BuzzAgent
* Slide courtesy of Digital Influence Group

10. SOCIAL MEDIA DEFINED
Social media sites are still the fastest-growing
category on the web, doubling their traffic over
the last year.
o 73% of active online users have read a blog
o 45% have started their own blog
o 57% have joined a social network
o 55% have uploaded photos
o 83% have watched video clips

11. SOCIAL MEDIA DEFINED
o Over 50% of Canadian internet users participate in
an online community or social networking site
o 22% of Canadians over 60
o 75% of Internet users under 30
o 35% of users 25-29 do so daily

12. SOCIAL MEDIA DEFINED
• Younger users (under
45) use these sites for
socializing
• Older users use these
sites to obtain and share
information
• Youth (12-17) use these
sites for entertainment

13. SOCIAL MEDIA DEFINED
Social media can help you
in all stages of
marketing, self-
promotion, public
relations, and customer
service:
o research
o strategic planning
o implementation
o evaluation

14. Médias Sociaux
Le retour sur investissement

15. Médias Sociaux

16. SOCIAL MEDIA DEFINED
o Learn what people are saying about you
o Create buzz for events & campaigns
o Increase brand exposure
o Identify and recruit influencers to spread your message
o Find new opportunities and customers
o Support your products and services
o Improve your search engine visibility
o Gain competitive intelligence
o Get your message out fast
o Retain clients by establishing a personal relationship
o Be an industry leader – not a follower

17. SOCIAL MEDIA DEFINED
Reach Engagement & Influence
o Website visits / views o Sentiment of reviews
o volume of reviews and comments
and comments o Brand affinity
o Incoming links o Commenter
authority/influence
Action & Insight o Time spent
o Sales inquiries o Favourites / Friends / Fans
o New business o Viral forwards
o Customer satisfaction o Number of downloads
and loyalty
o Marketing efficiency
Source: The Digital Influence Group, Measuring the Influence of Social Media

18. SOCIAL MEDIA DEFINED
Resources required for
social media may
include:
o Strategic consultation
o Training
o Creating content
o Integrating tools
o Distributing content
o Relationship management
o Measuring value

19. KEYS TO SUCCESS

20. KEYS TO SUCCESS
o Experiment personally
before professionally
o Try a variety of social
media tools
o Be yourself, make some
friends, and share

21. KEYS TO SUCCESS
1. Discovery 2. Strategy
(people, competition, (opportunities,
and search engines) objectives)
3. Skills 4. Execution
(identify internal (tools, integration,
resources and gaps) policies, and process)
5. Maintenance
(monitor and adapt)
Source: 5 Phases of Social Media Marketing
http://socialcomputingjournal.com/viewcolumn.cfm?colid=789

22. KEYS TO SUCCESS
o Find where your
audience is participating
and identify the
influencers
o Read industry blogs
(including comments)
o Google your company
name & your competition
o Find tools that can help
you listen

23. KEYS TO SUCCESS
o Tap into the wisdom of the
crowd to access a wider
talent pool and gain
customer insight
o Companies that use crowd
sourcing include:
o Starbucks (MyStarbucks)
o Dell (Ideastorm)
o DuPont
o Netflix
o Wikipedia
o iStockphoto.com
o Threadless.com
o Mechanical Turk (Amazon)

24. KEYS TO SUCCESS
Amelia Arlington

25. KEYS TO SUCCESS
56 unanimous responses in under 4 minutes from YouBeMom.com

26. KEYS TO SUCCESS
o Avoid puffery
(people will ignore it)
o Avoid evasion and lying
(people won’t ignore it)
o Companies have
watched their biggest
screw-up's rise to the
top 10 of a Google
search
o Admit your mistakes
right away

27. KEYS TO SUCCESS
o Don’t be afraid to share.
Companies, like people,
need to share information
to get the value out of
social media
o Make your content easy
to share
o Incorporate tools that
promote sharing:
o Share This, RSS feeds,
Email a friend

28. KEYS TO SUCCESS
o Don't shout. Don't
broadcast. Don’t brag.
o Speak like yourself –
not a corporate
marketing guru or press
secretary
o Personify your brand –
give people something
they can relate to.

29. THE TOOLS
Secret Ingredient: FUN
o Email viewed as mundane
o Social media has an
entertainment overlay
o 12600 followers
o Often creates 100,000
impressions in a day
(therealbanff.com)

30. KEYS TO SUCCESS
o Think like a contributor,
not a marketer
o Consider what is
relevant to the
community before
contributing
o Don’t promote your
product on every post
o Win friends by
promoting other
people’s content if it
interests you

31. KEYS TO SUCCESS
o Don’t try to delete or
remove criticism (it will
just make it worse)
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an
explanation and
legitimate solution

32. KEYS TO SUCCESS
o Don’t wait until you
have a campaign to
launch - start planning
and listening now
o Build relationships so
they’re ready when you
need them

33. KEYS TO SUCCESS
o You need buy in from
everyone in the
organization
o Convince your
boss/owner that social
media is relevant to your
organization
o Get your
communications team
together, discuss the
options, then divide and
conquer

34. KEYS TO SUCCESS
1. Experiment with social media
2. Make a plan
3. Listen
4. Be transparent & honest
5. Share your content
6. Be personal and act like a
person
7. Contribute in a meaningful
way
8. See criticism as an
opportunity
9. Be proactive
10. Accept you can’t do it all
yourself

35. 3 TAKE AWAY MESSAGES
1. Word of Mouth peer-to-
peer discussions are
more influential than
the mass media
2. Participate by enabling
and feeding the
conversation
(follow the 10 keys to
success)
3. Be transparent &
honest