Attached are a few of the key slides from today's Small Business Association/W2O Group Webinar focused on "Social Media: Helping You Get Started."

1. #SBASocial
Social Media: Helping You Get Started
Aaron Strout (W2O Group)
April 2013

2. #SBASocial
A Tectonic Shift Has Occurred
Where, how and when
conversations happen
• Language: Customers speak
online in their first language
(there are 10 languages that
reach 88% of people online,
worldwide)
• Location: Facebook, Twitter,
forums, other social places
online. Different locations for
different purposes.
• Time of Day: Lower volume
during day, high volume in
evenings
The new prime time is 9pm to 1am in your time zone

3. #SBASocial
All Age Groups Are Using Social Media
SOURCE: Pew Research Center’s Internet & American Life Project surveys 2005-2012

4. #SBASocial
Content Creation is Still in the Hands of the Few
The 1-9-90 Principle of
Social Media
Source: Jake McKee; Manhattan Research, Cybercitizen Health® v2.0-9.0

5. #SBASocial
Understanding the Ten Areas of Online Influence
Influence Areas Trend Relevance
Audio
Favorite of sales force,
customers on the go
Podcasts of all types, plus audio tracks of video segments are an undefined area of online,
yet have growing utility
Blogs
>200MM; trend is to have
multiple blogs, multiple
languages
We should know the top influencers by topic who drive relevant share of voice. The
numbers of influencers are small, precision is key.
Data / Slides 80MM uniques at SlideShare A great location to share all public presentations.
Forums
The engine of conversations
online; often patient driven
Knowing who is driving conversation in forums is key. We should treat high volume
moderators with the same respect as we do with journalists.
Images
Is all content tagged to
impact natural search?
Companies often forget to tag all content in the 10 languages that reach 90% of the
online population.
Micro Blogging
An effective way to alert
influencers, help propel news
cycles
A great opportunity to build a network of influencers who want to share your news in
real time. Twitter is a prime example.
Search
Yes, Google is #1, but
YouTube is #2
We need to know the influencers on the first screen for our brand and key topics. We
also need to understand where people are taken when they search.
Social Networks
The communities that are
often our “first place” to go
online
Our day often starts and ends with Facebook or MySpace or Orkut or other depending
where we live.
Video
Consumption habits are
starting to favor video vs.
copy
There are over 50 video sites to analyze, which sometimes house ratings and reviews of
our products.
Wikis
Free online peer edited
online encyclopedia
Nearly every topic has a Wikipedia entry, which means it could be the first information a
consumer finds about any topic they are seeking information about.

6. #SBASocial
Facebook (social network)
• 1 billion+ users
• Over 60% log in daily
• Average user has 130
friends
• Average user spends 55
minutes per day on site
• More than 70 languages
• >80% of users outside USA
• Other social networks
• Google+
• LinkedIn
• Path
Source: Facebook -http://newsroom.fb.com/Key-Facts (December, 2012)

7. #SBASocial
YouTube (video sharing)
Source: http://www.youtube.com/yt/press/statistics.html (April 2013)
• More than 1 billion unique users visit YouTube each month
• Over 4 billion hours of video are watched each month on
YouTube
• 72 hours of video are uploaded to YouTube every minute
• 70% of YouTube traffic comes from outside the US
• YouTube is localized in 53 countries and across 61
languages
• In 2011, YouTube had more than 1 trillion views or around
140 views for every person on Earth

8. #SBASocial
Twitter (micro blog)
• Twitter
o Over 200 million users
worldwide
o 20% of U.S. adult internet
users are on Twitter
o Fastest growing social
network in 2012
• A “tweet”
o A message up to 140
characters long
o Can include a link to
other websites or images
Source: Media Bistro http://www.mediabistro.com/alltwitter/twitter-growth_b36955 (February 2013)

9. #SBASocial
• 200 million users in 200
countries
• 74 million users in U.S.
• 2 new signups/second
• More than 2.7 million
companies have LinkedIn
Company Pages.
• LinkedIn members are
sharing insights and
knowledge in more than 1.5
million LinkedIn Group
LinkedIn (Business Social Network)
Source: http://press.linkedin.com/about (December 2012)

10. #SBASocial
Social Media Business Framework
Fundamentals
Analytics and
Insights
Content
Mapping and
Planning
Content
Creation and
Syndication
Engagement
• Content Mgmt
• SMR Online
Newsroom
• Webcast
• E-mail Mktg
• Podcasts
• Videos
• Social pages (e.g.,
SlideShare, YouTube)
• Brand protection
• Catalog existing
content
• Content gap analysis
• Editorial planning
• Keyword dictionary
• Identify channels
• Train community mgr
• Linking strategy
• Conversation
blueprint
• Regular listening
• Influencer analysis
• Real time listening
/ early warning
system
• Blogger outreach
• Customer service
• Response protocol
• Ambassador network
• Community
management
• SM Policy
Development
• Planning
• Guidelines creation
• SM Training &
Education
• Strategic partnering

11. #SBASocial
Your Getting Started Checklist
• What do you want to
achieve?
• Who do you want to reach?
• What social media learnings
do you have?
• How do you want to
implement?
• What social media tools will
you use?
• How does social media
integrate with your overall
communications in the long
term?
You need to make your
business case
1. You must have a clear
objective
2. You must have learnings
about why social media is
the right channel
3. Your objective should be
measurable
4. How does your use of social
media help you achieve your
objective?
11

12. #SBASocial
4 Important Types of Social Media Learnings
Translating metrics into ROI (or something close)
“How successful are the things I’m doing online?”
Insights that inform your decision making process
“How should we go to market in new / different ways?”
Indicators into what the market thinks about you
“What is most important to our customers?”
Listening
Analyzing
Measuring
Capturing what people are saying with no intent of talking
“What are people talking about today?”
Monitoring

13. #SBASocial
Tools You Can Use Right Now (1-4)
Google Trends: Identifies top search keywords, where
the searches are taking place and how search activity
has trended over time – http://google.com/trends/
Google Analytics: Available to anyone who embeds a
tracking code into their site to measure site traffic –
http://google.com/analytics/
Google Adwords: Provides volume for the top keywords,
phrases and related keywords/phrases about any topic –
http://google.com/adwords/
Hootsuite: A social media engagement solution that
offers users the ability to post to many social networks
with some analytics – http://hootsuite.com
Source: Chuck Heman http://digitalanalyticsbook.com/ (April 2013)

14. #SBASocial
Tools You Can Use Right Now (5-8)
PeerIndex/Kred: These free influencer identification tools
provide a high level list of influencers about a certain topic –
http://www.peerindex.com | http://kred.com
SocialMention.com: One of the best freely available social
media monitoring tools – http://socialmention.com/
Alexa/Quantcast: Provide statistics on traffic to your site (or
competitors) – http://alexa.com | http://quantcast.com/
SocialBakers: – Straightforward way to benchmark your
Facebook page’s performance vs. a general average –
http://socialbakers.com
Source: Chuck Heman http://digitalanalyticsbook.com/ (April 2013)

15. #SBASocial
Small Business Blogs
• SBA’s Blog
http://www.sba.gov/community/blogs
• Jim Connolly’s Marketing Blog – Marketing tips and ideas to
help you grow your business – http://jimsmarketingblog.com
• Escape from Cubicle Nation – advice for small/startup biz
http://www.escapefromcubiclenation.com/pamela-slims-blog
• CopyBlogger – All things content marketing for small biz –
• http://www.copyblogger.com/blog/
• Duct Tape Marketing –
http://www.ducttapemarketing.com/blog/
• WCG’s Blog (a W2O Group Company) –
http://blog.wcgworld.com

16. #SBASocial
Measuring Your Social Media Capability
What we are Measuring Example Metrics
Reach
How many of our target audience are
we reaching overall and per activity?
• Share of Conversation
• Impressions
• Content Views
• SOC among Influencers
Engagement
How are my audiences engaging with
my content overall and per activity?
• Comments
• Sharing and Linking
• Behavior Change /
Advocacy
Cost Savings
How much would it have cost us to
reach the same people through
traditional online channels?
• Organic Search
Placements
• Unpaid Impressions
Learnings
What are we learning that makes us
more effective?
• Consumer Preferences
• Product Feedback

17. #SBASocial
Area of Influence
Brand
Mentions % ∆
# People
Discussing % ∆
Share of
Conversation % ∆ Key Insight
754 260% 716 268% 18.06% 11%
1279 120% 1076 160% 17.33% -2%
22 138% 19 173% 12.09% -2%
799 138% 685 145% 1.30% 0%
1214 140% 819 143% 1.55% 0%
6 200% 3 150% 4.48% -1%
51,120 NA 550 NA 6.74% NA
Example Scorecard – How is our Position in the Online Market?
FacebookTwitterVideosBlogsForumsImagesSearch
Qualitatively Defined
Key Insights Critical

18. #SBASocial
THANK YOU!
• Aaron Strout, Managing Director,
W2O Group
• Co-author of Location-Based Marketing
for Dummies.
• Blog: http://blog.wcgworld.com
• Twitter: @aaronstrout