Presentation to LACTLD March 2012, San Jose, Costa Rica. Using social media for marketing and communication for Latin American ccTLD managers.

1. Social Media

2. BLACKNIGHT
• Michele Neylon
• Founder / CEO Blacknight
• Contact: http://mneylon.tel
• @mneylon (@blacknight)
• http://michele.me/blog
• http://www.blacknight.me

4. Topics
• Social Media in Latin America
• How to do it?
• Why to do it?
• Why not to do it / a word of warning

5. Some Stats
• Facebook 93 million+ users in Latin America
• Google+ more popular with Spanish speakers
• LinkedIn 8.6 million+ members
• Flickr 5bn+ images
• Wikipedia 17m+ articles
• YouTube – 24hrs of video uploaded every minute
• 88% of Latin America internet users on social
networks!

7. • Are YOU using social media now?
• If you aren’t .. Why not?

8. • Opportunities
– Customer service
– Sales channel
– Marketing / PR
– Brand building
– Costs are relatively low compared to other media

10. • Punch above your weight!
• Small energetic company can have a BIG
impact
• You DO NOT need a massive budget

13. Things To Do
• Things you probably should do (if you haven’t
already)
– Develop a social media policy
– Monitor it
– Try it (if you can…or aren’t already)
– Monitor it some more
– Engage or get left behind ..

15. Things NOT To Do
• Things you probably shouldn’t do
– Argue with users
– Delete stuff (heard of RSS?)
– Overthink it (you do have a policy, right?)

16. Tools
• Plenty of tools available:
– Hootsuite
– Twitter app
– Buffer app
– Analytics tools (+hook into Google analytics)

18. • Risks
– Username “squatting”
– Impersonation
– Phishing links
– Scams
– App permission “hijacking”
– Privacy
– Security

20. • The internet + social media = fast
• People expect (demand) speed

22. • Give people a reason to “follow” and “engage”
• Make it worthwhile
• Provide “value”

24. • Avoid shortcuts – building a following should
be “natural”

26. • People do business with other people
• Don’t be a robot

28. • Users access social media on mobile – you can
too (and you should!)

30. • Remember – social media is about humans +
engagement

32. • Done right social media >>> users love you
• Competitive advantage

33. • Questions? Complaints?
• Photo credits:
• IStockPhoto
• http://www.flickr.com/photos/forbairt/