2. CONTENTS
• Social Media 101
• Boring statistics
• What it means to you
• How to connect
• Examples
• The value of “Like”
• Increasing market share
• Dos and Donts
• Bringing it all together

3. SOCIAL MEDIA 101
What does the term social media actually mean?
• Online social sites that encourage interaction and communication between
its users
What types of social media is available?
• Communication: blogs, Twitter, Facebook
• Collaboration: Google Docs, Wikis
• Media Sharing: YouTube, Flickr, Instagram,
• Location Based: Foursquare, Gowalla, Facebook Places
All of these types have traits in common:
accessible, interactive, approachable, immediate and global.
Slide Info by Jeff Cho for LNMG

4. SOCIAL MEDIA 101 CONT.
Who uses it?
• Individuals
• Groups and Organizations
• Businesses and Corporations
• News and Media
• Anyone who wants to
Why people use it?
• Personal and professional networking
• Content creation and sharing
• Conversing and collaborating
• Getting information, news and assistance
• Advertising and marketing
Slide Info by Jeff Cho for LNMG

5. BORING STATS
Facebook is the largest social media site which boast a whopping 750
million users and 50% of those users use the site at least once a day.
According to its Statistics website Facebook also has 250 mobile users
who are twice as active than non mobile users.
Twitter is more shy about its users activity but reports say that over 140
million tweets are being sent every day. Twitter also had a 182%
increase in mobile users in the month of March alone.
For example: Old Navy’s Facebook page has 2,488,203 “Likes” and Old
Navy’s Twitter profile has 64,487 followers. Therefore, any messages
will hit at least 2,552,690 with the click of a button.

6. WHAT DOES THIS MEAN TO YOUR BUSINESS?
Now you’re probably thinking… how does this affect my
business?
Facebook and Twitter accounts can do a few things for your
store at a local level:
• Free advertising
• Viral messages
• Connections with local organizations and businesses
But most importantly using social media will connect you to
your customer on a personal level.

7. HOW TO CONNECT WITH CUSTOMERS
• Don’t just post status updates – create open dialogue
• Comment on posts or re-tweet messages that your customers have
sent out
• Get to know local groups that your customers are involved in and
join them
• Find the most active members of the local social media community
as they will be able to spread the word
• Remember that the more you put into social media the more you
will get out of it
• Provide consistent messaging across all sites
• Link your sites together
• Get staff to buy-in to foster communication and create viral
messages
• Post all coupons as well as sales so customers see the value

8. OLD NAVY KINGSTON’S FACEBOOK PAGE
Users who visit and
view content but
might not like i.e.
impressions

9. TIPS TO HELP REACH YOUR AUDIENCE ON FACEBOOK
1. Only 42 percent of active Facebook users agree that marketers
should interpret "like" to mean they are a fan or advocate of the
company.
2. 52 percent click a Facebook "like" button on another site (news
site, blog, website).
3. 45 percent "Like" a company Facebook page.
4. For most of the survey respondents a "like" was a great way to
express approval for a specific piece of content.
5. Younger consumers (aged 15-24) tend to use "like" for purposes
of self-expression and public endorsement of a brand.

10. TIPSTO HELP REACH YOUR AUDIENCE CONT.
6. Consumers aged 25 and older are more likely to expect
something of value in exchange for their "like."
7. 69 percent of 65 or older Facebook users have never liked
a Facebook page.
8. 30 percent of 35-44 year old Facebook users have liked 11
or more Facebook pages.
9. Frequent brand-likers also express a greater expectation
of having the company's name appear in their
profile, sharing brand information with friends, and
interacting with the brand.

11. OLD NAVY KINGSTON’S TWITTER ACCOUNT

12. HOW SOCIAL MEDIA WILL INCREASE MARKET SHARE
Having a social media presence can make your business stand out over other
retail outlets, restaurants, services, etc. The fact that you can have local
pages and accounts sets us apart from competitors and allows us to connect
to the customer on a personal, local level.
Your customer will react to messages and conversations but don’t just
advertise. Social media is a tool to communicate with your target market.
consumers use Facebook and Twitter to find out information and the more
information we have online will only help.
Screw Groupon – create your own promotions: customers who ever a store or
venue with prepaid service are more likely to spend more as they are getting
“more for their money.”  Thanks @forthenry
All in all, your customers are constantly online and so should your business.
Remember that there is no right or wrong way to use social media (as long
as you are following corporate guidelines) so get out there and tweet, post,
share and communicate.

13. DOS AND DONTS FROM TWITTER FOLKS
Folks like when:
“When they reply and engage with people. May be nerdy, but I get a
kick out of a message from a company to something I said.” 
@arctic_red_wine
The "human" element. Interaction with followers. Conservative
broadcasting of "buy my goods/services".  @MuddyBrown

14. DOS AND DONTS FROM TWITTER FOLKS
Folks don’t like when:
Broadcast only, no interaction. Abuse of local hashtags, ie #ygk. Many
updates in short period, all essentially the same.  @MuddyBrown
When I get an auto-DM from a company after following them, telling me to
check out their FB page/website. So robotic. @JTerr88
When the account isn't personable - or when they just post links to press
releases, etc.  @Stephanie_Ruth
I also hate when they don't follow back. As a customer who is interested in
them I would hope that they would be interested in me 2  @JTerr88

15. TO BRING IT ALL TOGETHER
• Customers want relationships on social media so be prepared for
interaction
• Give them value for their “like” i.e. coupons or special promotions
• Don’t abuse your relationship by spamming
• Always follow back and respond with a personal message to not seem
robotic
• Be consistent across all platforms
• Try out new sites and new options
• Don’t be scared! Get online!
• Remember to always provide excellent customer service even online
• And be prepared for some negative interactions but don’t let that stop
you

16. Thanks for listening.
Any questions?
Resources Used:
http://blog.twitter.com/2011/03/numbers.html
http://www.lnmg.ca/2011/07/24/july-meetup-social-media-101/
http://www.facebook.com/press/info.php?statistics
http://www.prdaily.com/Main/Articles/9790.aspx
Richelle Little
@richellelittle
theanswersarentintheback.blogspot
.com
linkedin.com/in/richellejlittle