Slides that went along with a training session on social media and practical workshop to get people started. http://www.activwebwendy.co.uk

1. Getting in on the Buzz
Social Marketing Workshop
Wednesday 10th November 2010
9.30 – 12.30
West Park Conference Centre, Dundee
Practical Workshop covering setting up and using
social media tools with hints and tips for success.
By the end of the session you will have a business or
community Face book page created and a work plan to
build your contacts and schedule your posts
£30 per attendee
Bookings: wendy.sutherland@activwebdesign.com
07835015155
facebook.com/activwebwendy

2. Workshop Basics
• Ask questions – nothing is stupid
• Save stories to coffee break
• Support each other
• Happy to answer questions at end/by
email
• Have a good time!
• Help me keep to schedule

3. Ice Breaker
• Write your name, business and one
thing/place/person last week that:
– Inspired you
– Made you laugh
– Made you money
– you visited
– Something successful in your work
– A company you want to do business with

4. words/acroynms/symbols
• @ - at symbol
• # - hash tag
• Tags – keywords and phrases – help get your
site/blog/posts found
• Hyperlinks – start http://
• RT – retweet
• PM – private message
• Social CRM – customer relationship manager
• Traffic
• Domain/URL = web address

5. Objectives
• An understanding of social media
• An understanding of channels available
and what would be best for your business
• A practical understanding of how to do it
• Discover how it is being used by small
business owner and large brand
• To start your plan for your Social Media
Strategy
• Desire to “Get in on the Buzz”

6. What is Social Media?
• Content that is published with a social
component i.e allows interaction
• Involves building communities, networks,
encourages participation and engagement
• No boundaries of time or space, people
can easily listen
• Anyone can promote anything to anyone
• 3 parts – Publish, Share & Network
• Publish what you have, share and then
network- it is not SELLING

7. Video – Ford Motor Company
• http://vimeo.com/15979645
• Getting others to tell others about Ford
• Built Buzz prior to launch
• Content came from the users
• Used photo sharing, video sharing,
• Exclusive content to Facebook
• Built relationship and expectation
• Direct to consumer by passing traditional

8. Traditional Customer Relationship Manager
Outbound Marketing – directed towards customer – customer getting
good at ignoring these messages

9. Social Customer Relationship Manager
Inbound Marketing – the Customer is in control

10. Worksheet:
1.Who do you want to reach?
Who are they? What problem can you fix?
Anyone who needs their
boiler fixed or serviced
– Landlords
– Homeowners
– Tenants
– National Company
– Aged over 25
– Won’t probably be young
people living at home with
parents
• Small businesses
• Voluntary organisations
• Large organisations
• Individuals,
• age,
• gender,
• profession,
• Hobbies
• Interestes
Without knowing who you want to target you won’t know where to target them

11. 2.What do you want them to do?
• Enquire
• Direct others to you to get more connections
• Visit your website
• Recommend your services
• Sign up for newsletter (gather emails)
• Order your goods or services
• Recommend you
• Like your page – build your contacts
• Work with you – buy your services

12. 3.What channels are available?
Channels Type of content
• Photo sharing
• Video sharing
• Pod casts
• Slide sharing
• Skills
• Knowledge
• History
• Art
• Anything and everything

13. Video - You Tube
• People are watching
2 million videos a
day
• Broad age range –
18-55
• Evenly divided male
& female
• 52% visit weekly
• Every minute 24hrs
of video is uploaded
• Video content
delivered by search
engines
• Great to create viral
buzz and drive traffic
to your website
What to share: Corporate Videos, Tutorials, How to Guides, Quirky
Videos, Entertainment, News, Events, Songs, Poems,

14. LinkedIn
• Business to Business
• Individuals
• Online networking
• Connect through 1st
connections to 2nd
connections
• Word of mouth
recommendations
• 64% Male,
• Average Age 51,
• Professional
• 50% company
decision makers
• 25% small business
owners
6 degrees of separation – between us and anyone else
MY LInkedIn Connections:
Direct – 52
2 degrees away – 3,600
3 degrees away – 329,600
Total – 333,000 +

15. Twitter
• Real time – what are you doing?
• Tweet and retweet
• Share links
• Growth in older ages using Twitter
• 18-24 most prolific users
• Good for driving traffic to blogs
• Criticised for not being easy to use
• Link Facebook/Blogs to feed to Twitter
• “I just got a Twitter account yesterday and it’s already connecting me with a whole
new world. As a blogger and freelance journalist, I’m always trolling for stories and
a paid gig wouldn’t hurt either. With my handful of contacts, I’ve already found
leads for both.”

16. Facebook
• Fastest growing – if it were a
country would be third largest
in world
• More users than any other
platform – (twitter 3.7m)
• Spending more time on than
last year
• Comments, share, tag, add
content, promote, offer advice
• Kelly of Scarlet Bakery – is
going to tell us her story
• 500 million users
• 50% Log on every
day
• 25 million UK users
• 20-29 age group
Stats courtesy of clickymedia.co.uk – August 2010

17. What else?
Blogs – blogger, blogspot,Wordpress, Joomla,
• great for sharing content and driving traffic to
website, easy to set up
Bookmark sharing sites:
• StumbleUpon – submit and vote on webpages
• Digg – community submits and votes on news
stories – strong following young males working in
technology
• Del.icio.us – shares web bookmarks
• Good to reach people with same interests and
hobbies – i.e people interested in photography, film,
fashion,
• Get your site bookmarked and it could soon go
viral!

18. 4.What can you share?
• Information
• Advice
• Pictures
• Video
• Downloads
• Powerpoint Slides
• Hubspot recommend – Publish everything
you can wherever you can
It’s sometimes hard for businesses to give away information for free –
it’s a new concept

19. Tips for sharing content
• Use hyperlinks – direct people to you
• Use keywords – improve SEO –
facebook & twitter are getting indexed
• Use hash tags on twitter – all connect
over an event or topic
• Use direct words and acronyms – you
want others to retweet use RT
• GIVE CONTENT FOR FREE! But ask for
email in return – don’t forget email
marketing

20. Tips for sharing content
• Do it regularly
• Plan it
• Measure it – what is working and when
• Reply to comments
• Thank people who tweet your tweets
• Not everyone will agree but let people
have their opinions
• Learn from others
• Can use PPC advertising to grow

21. Scarlet Bakery

22. How do you do it?
• Setting up accounts
• Link them together
• Use online and offline methods to
promote
• Offer incentives to like your page or
subscribe to blog (free download)
• Build your connections – ask 1st
connections to introduce to 2nd

23. Some points to consider:
Be careful about copyright
Respect others privacy
Guard your own privacy
Be respectful to others
Consider who will use – 1 staff member or
include everyone – may need a policy
Don’t be confrontational
Be responsive
Remember it’s permanent and open to
being republished

24. Extra resources
http://blog.hubspot.com/
http://www.facebook.com/marismith
Invited to Get in on the Buzz Facebook
Group for ongoing support
Next Workshop: Going Viral – Getting the
Buzz Buzzing!

25. One last thing
• If you enjoyed today please tell your
friends on facebook, twitter, linkedin, blog
about it, upload a picture etc etc
• www.facebook.com/activwebwendy
Thank you
You worked really hard!