Going Social: a workshop designed to explore the possibilities of the web and social media for small business. Delivered to a lovely audience at the Fernie Chamber of Commerce on February 24, 2011.

1. Going Social
Aerin Guy
www.gospacerace.com

2. Agenda

3. Agenda
1. Me, and you

4. Agenda
1. Me, and you
2. Social Web: An overview

5. Agenda
1. Me, and you
2. Social Web: An overview
3. Tools of the trade

6. Agenda
1. Me, and you
2. Social Web: An overview
3. Tools of the trade
4. Why’s & How’s

7. Agenda
1. Me, and you
2. Social Web: An overview
3. Tools of the trade
4. Why’s & How’s
5. Setting goals and metrics

8. Agenda
1. Me, and you
2. Social Web: An overview
3. Tools of the trade
4. Why’s & How’s
5. Setting goals and metrics
6. Questions and follow up

9. About me
Aerin Guy
I am the co-founder of a digital
strategy consultancy and web
development agency called
SpaceRace. I work with companies
and individuals to develop and
execute stuff on the web. I make
websites. I launch products. I “do”
social media and PR . I write. I
teach. I’m always online. It’s OK.

10. me Publishing
Marketing
Web Strategy
PR
Community Management
Blog
Tweet
Eat
Sleep

11. clients
Pearson Canada
McGraw Hill Canada
MySpark
Ontario Disability Employment Network
Totally ADD
Charity Village
DreamBox Learning
Wiley Canada
The Wellesley Institute
New Leaf Media
Pollywog Bog Books
Children’s Aid Society of Toronto
Trillium Foundation
Edvantage Interactive Science Publishers
Oxford University Press
Earth Rangers
The Beach Lifestyle Realty
Bregman Real Estate
49 Pixels

12. Text
People want to connect

13. social media

14. social media
• social media refers to the tools we use to
communicate in a wired world

15. social media
• social media refers to the tools we use to
communicate in a wired world
• also refers to the online content we create

16. social media
• social media refers to the tools we use to
communicate in a wired world
• also refers to the online content we create
• also known as web 2.0 (and 3.0 with
greater networking tools and collaborative
capabilities in real time)

17. shift
• represents a shift in how people discover,
read, and share news and information;
supports human need for interaction
• if I want you, I will find you
• transforms “broadcast” methods into
“dialogues”
• democratization of information - content
consumers to content producers WIKIPEDIA

19. some quick reasons
• espionage
• risk management
• engagement
• response
• re-branding
• fast information

20. “An immensely powerful competitive
advantage flows to organizations with people
who understand the power of real time
information.”
- D. Meerman Scott, Real Time Marketing & PR

22. people use social
networks to
• connect with other people
• share preferences
• group gripe
• join things
• stalk

23. How would you react if,
right now....
• your company is cited as “the best place to
work” by your local newspaper?
• a customer raves about your customer
service on an influential magazine site?
• a well-known industry analyst says on his
blog that your company is too difficult to
do business with?

24. How about if.....
• a competitor announces they are lowering
prices by 25%?
• your CEO is fired?
• In forums and chat rooms, people said your
product poses a health risk?
• a huge company announces its intent to
acquire your competitor?

25. some benefits of using social media
• listen and learn
• publish valuable news and information
• disseminate quickly and effectively
• create or extend your brand personality
• engage in conversations and services
• efforts lead back to your website - your hub or
repository of information

26. Turn the bullhorn
around
(Tara Hunt, The Whuffie Factor)

27. community

28. community

29. community

30. community
• today’s social media is about community

31. community
• today’s social media is about community
• communities of practice

32. community
• today’s social media is about community
• communities of practice
• communities of shared interests

33. community
• today’s social media is about community
• communities of practice
• communities of shared interests
• communities solving problems

34. community
• today’s social media is about community
• communities of practice
• communities of shared interests
• communities solving problems
• tomorrow’s social media....that’s literally 24
hours away

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36. Connected
• what is influence?
• why do we trust our friends?
• who influences who?
• who’s influential in your audience? Can you
find them? How are you going to find
them?

37. tremendous changes
• education
• healthcare
• government
• international relations
• art
• media

38. The web is about
conversations and
connections,
not top down delivery
of information or messages.

39. Web 1.0, 2.0, 3.0

40. New goals?

41. New goals
• share resources
• connect people
• establish presence
• fundraise
• create something
• expand

42. New audience

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45. New audience
• digital natives
• search
• subscribe
• mobile users
• formats
• beyond borders

46. New channels

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48. New channels
• web
• video
• social networks
• blogs
• mobile
• content everywhere

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50. The socially enabled,
2.0 experience website

51. when will your website
be “social”?
• content strategy
• people will share your content
• people share good content and things they
like with people they influence. that’s it.

52. • content makes you findable
• content is share-able
• content is searchable
• content is worth talking
about

53. If I opt in....
• then you have the chance to tell me an
amazing story about your company, your
product, or something that I care about

54. “people at their human core andItthat - - the
Great content moves people. touches
ability to connect with human beings - -
overcomes any and all budgetary deficits
you might encounter in marketing today.
”
Tom Martin, HelpMyBrand.com

55. search exercise
• Imagine that you are someone else who is
looking for information on your
organization. Write down the types of
search you would perform. What keywords
would you use? Where would you check?

56. Blogs

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58. blogging: Be FOUND!
• high ranking in organic search
• at least 44% of all web interactions begin
with search
• search engines love blog headlines, as they
indicate what can be found on the page
• search engines also love blogs because they
are frequently updated
• recent + relevant = RANKING!

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62. • Twitter is a real-time micro-blog,real time word of mouth
• 140 character max forces “tweets” to be powerful,
concise and well-chosen
• follow and be followed, join a community
• highly searchable and customizable
• great way to provide links, respond instantly, and connect
with “constituents”

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64. Tweetdeck/Hootsuite
• most users access Twitter through a third-
party application
• manage multiple accounts
• track mentions, direct messages, schedule
content
• search discussions, topics, categories

65. Location

66. • location based social networks can drive
customers into brick and mortar with the
right promotions
• badges, mayorships, group discounts, awards
• game mentality

67. Location Goals
• increase foot traffic?
• sell more of a particular item?
• more patrons at certain times of day?
• promote a specific product
• new customer acquisition?
• repeat customers?

68. People
• Who are you trying to reach?
• Who is your audience?
• Where do they hang out?
• What’s the best way to reach them?

69. Objectives
• What are you trying to achieve?
• Increase in membership? Brand
repositioning? Better customer service?
Leads?
• How will you measure your success?

70. Strategy
• how will relationships with your audience
change?
• What will be expected of you as an
organization/company?
• How will you handle negative comments?

71. Technology
• now you know who, why and how
• time to answer “what”
• Wikis? Community? FourSquare? Twitter?
Facebook? Flickr? Video?

72. Metrics

73. Define success
• welcome to metrics
• in order to define success, how are you going to measure
it?
• the cost of equivalent benefits
• what are your indicators?

74. social media response
metrics
• comments
• “likes”
• Tweets, RTs, pingbacks, shares, references
• link love
• got none? uh oh!

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78. a book!

79. Building Capacity: 5 BIG ISSUES
• Inertia problem - most organizations were founded prior to the
internet....they aren’t used to having control issues, intimate relationships
with audiences, and they think they control their brands.
• Leadership issue - often the leaders are pre-internet. Difficult to get buy-in.
Threatened. “This is a fad” “Our customers don’t want this”
• Advocate issue - who’s the squeaky wheel?
• Silo issue - “that’s marketing’s job”. “IT handles our web stuff” Believe me,
neither should hold the keys to the kingdom.
• Fear issue - it’s all so new, and changes so quickly, budgetary responsibility

80. Don’t buy it.
• would you trust the key conversations with
your customers to an outsourced service?
• as a small biz, it’s something you can
manage, and have to manage in order to
glean helpful insights

81. SEO?
• don’t farm this out either.
• you can’t “game” google.
• data scraping, penalties
• build it into your content strategy
• editorial calendar
• your website is the book you’re publishing

82. Hot tips
• Develop a deep understanding of your “clients”. Groups
who are successful are able to tap into the knowledge of
who they are trying to build a relationship with.
• Connect people directly. Bringing people together can be
scary. Power in numbers! Your value is in your ability to
do this.
• Be open, ego free.....and let go of control.You never had it
anyways.
• Emulate, innovate. Fail, experiment. Lather, rinse, repeat.

83. Questions

84. Thank you