Presentation done for the West Vancouver Chamber of Commerce Feb. 16, 2011 on using social media for business and utilizing Twitter as well as Facebook Business Pages, Facebook Places, Facebook Deals, Facebook Advertising and also seeding accounts and blog integration.

1. Social Media for Business 101 February 16, 2011

2. About Me Chris Breikss 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

3. Our Team 6S Marketing 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

4. “Facebook facilitates the sharing of information through the social graph, the digital mapping of people's real-world social connections.”

5. 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)

6. 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’

8. 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

9. 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

10. Facebook Business Pages

14. Advertising on Facebook

16. Facebook Ads

17. 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

19. Facebook Places

21. Facebook Places Who. What. When. And Now WHERE. “Facebook – with its population of 500 million plus – offers an invaluable marketing opportunity in the form of Places.” Kevin Barenblat, CEO Context Optional

22. 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

23. Claiming Your Place Search for your Place Click on “Is this your business?” Certify that you are an official representative

24. Claiming Your Place Facebook will attempt to verify by calling the phone number associated with the Place and providing a 4-digit PIN

25. Claiming Your Place If there is no phone number, there is also document verification (This makes the process much longer)

26. 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

27. 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

28. The Downside of Places Privacy Functionality User Adoption Incentive

29. 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

30. 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

32. Why use Twitter? Promote your company in social media Communicate with existing customers Provide customer service Monitor what are people saying about your company

33. 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

44. Goals Increase Twitter followers by __%? Increase awareness? Extend reach of marketing initiatives? Online content distribution plan? Increase traffic to website?

45. 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!

46. 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

47. 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

48. Content Strategy Proprietary content Content development considerations (budget?) Repurpose content for other mediums Repurpose archived content (old videos, print campaigns, photos)

49. Content Creation Strategy Regularly recurring content on social media profiles 20% - 25% unpredictable, unique content Ad hoc updates (on the fly and mobile) Contests

50. Seeding Accounts

51. 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

52. 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)

57. 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!)

59. MailChimp Faces

62. Blogs

63. 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

64. 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

65. 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

66. Blogger Outreach Benefits 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

67. 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

68. Questions Chris Breikss chris@6Smarketing.com @6S_Marketing