1. How to improve business PROFITS with Social Media

2. What’s on the Agenda? A bit about me and e-CBD and this workshop The marketing landscape: Where we’re at Introduction to the main Social Networks and Case Studies Facebook As a network As an advertising tool Twitter YouTube LinkedIn Blogs Questions and Workshop Re-cap

4. Worked in Public Relations and Journalism

5. Joined e-CBD with Marilyn Strauss in 2001

6. Focussed on online marketing

7. Became Marketing Magazine’s ‘Online Marketing Guru’

8. Became interested in social media two years ago

9. Started specialist SM consultancy called memery

10. Created the Dialogix tool

13. Marilyn and Matt joined forces in 2001

14. Design Websites

15. Always had a strong focus on SEO and marketing

17. At the end we’ll go through as many businesses as we can and see what ideas we can come up with

19. Who here is on Facebook?

20. Who here has started using Facebook for business?

21. Who here is on LinkedIn?

22. Who here has watched YouTube?

23. Who has uploaded a video to YouTube?

25. Who here is on Facebook?

26. Who here has started using Facebook for business?

27. Who here is on LinkedIn?

28. Who here has watched YouTube?

29. Who has uploaded a video to YouTube?

30. Who has a Twitter account?

32. “Word of Mouth” was the first form of marketing.And it as has ALWAYS been the mosteffective way of getting new business. People have always trusted their friends opinions…

33. Centurio, it never lets me down! Hey Maximus, Poncius in front of me reckons I need a new anti-perspirant, you always smell nice, what do you use?

34. Word of mouth never stopped being important, but when mass media became popular last century, brands could rely on advertising to broadcast their message at the world and word of mouth didn’t seem as important to some marketers anymore…

35. The Yellow Pages used to work

36. If you wanted to reach more people you put an ad in the local paper…

37. Or bought a 30 second commercial on TV.

38. Or talked to the local radio station

39. But the landscape has changed…

40. Ads are everywhere. In fact, people see and hear between 1,000 and 3,000 advertising messages every day… 87,600,000 throughout their lives…

41. People still watch TV, but they flick through the ads. They read the news online instead of on paper. Recommendations and opinions for every product and service are now available on the Internet. We don’t rely on ads for information.

42. We have reached a point where: 14% of people trust ads 78% of people trust consumer recommendations (Source: Neilsen Global Trust In Advertising Survey, 2010)

43. McKinsey and Co. estimate that 2/3 of the economy is now influenced by personal recommendations…

45. The Internet is now the largest mass-communication medium, by far…

46. 13 hours of video are uploaded to YouTube every minute

47. There are more than 133 million blogs in the world (Source: Technorati)

48. Facebook has 11 million Australian users. Half of those check Facebook at least once EVERY day

49. Every single second of every single day, Twitter’s users mention brands they LOVE and HATE. Last year Twitter grew by more than 1300% (Source: Twitter Search, Forrester Research)

50. There are millions of special interested forums in Australia. Vogue Magazine’s Australian forum is one of the biggest with 93,000 active members. The most common forum topics are product recommendations. (Source: Vogue Forums)

52. 52% of consumers use telephone directories less than they did two years ago

53. 78% of consumers research a product online before making a purchase

55. That’s about 11 million people

56. And so there’s a perception among business owners that if you’re not doing some sort of social media marketing, you’re missing out.

57. And so there’s a perception among business owners that if you’re not doing some sort of social media marketing, you’re missing out. It’s, for the most part, true.

58. Introduction to the main Social Networks and Case Studies

61. 11 million Australian users

62. Average user has 130 friends

63. Very PERSONAL place

64. People put their baby photos and wedding photos on it. Don’t be offended if they don’t want to be your ‘friend’

65. People use it as an online journal, sharing personal moments with their friends

66. Everything you do on it is shared with all your friends. That’s why marketers love it. It’s ‘VIRAL’

70. You have heaps of fans

71. People take lots of photos and videos of themselves using your product or service

72. People are already telling their friends about you because you’re awesome

73. People actually care about you

74. You put on events

75. You have news to regularly update people with

76. You are a bandEg. http://www.facebook.com/pages/Scarborough-Australia/Big-Cat-Reality/16608007646 Eg. http://www.facebook.com/thebeautifulgirls Eg. http://www.facebook.com/charlottereevesphotography

78. You’re doing it just because you think you should

79. You have less fans than you thought you did

80. You’re scared of the world finding out that no-one really cares about your product

81. You have nothing to talk about

82. The people who use your product or service aren’t on FacebookEg. http://www.facebook.com/people/Casity-Sons-Plumbing/100001046460990#!/profile.php?id=100001046460990 Eg. http://www.facebook.com/pages/This-is-Handee/335394565831?v=wall

84. Special Facebook-only offers (eg. http://www.facebook.com/thebeautifulgirls#!/thebeautifulgirls?v=wall&story_fbid=117063471644249)

85. Exclusive news

86. Create and foster a community (eg. http://www.facebook.com/pollyboutique)

87. Have events

88. Create a tab (like a mini website) with a call to action

89. Give people a reason to tag themselves in your photos

90. Be interesting so people want to follow you

91. Invite your friends (der)

92. Link to your Facebook from your website (eg. http://www.charlottereeves.com.au/home.html)

93. Tell people about the ‘suggest a friend’ button

94. Start an amusing group that people will want to join for fun and associate yourself with it (eg. http://www.facebook.com/pages/Stop-Dog-Nudity/9909344442)

95. Cross-promote. Find other similar Facebook pages and offer to tell people about them if they do the same for you.

97. How Does Advertising Work?

99. Think outside the square when you’re targeting interests. People who need a wedding photographer aren’t the ones listing ‘photography’ as in interest. They’re the ones who are ‘engaged’

100. Sex sells. Use a picture and make it attention-grabbing. ‘Sexy singles attract’

101. Bid the maximum amount to ensure you get the best placement

102. Include your phone number in the ad (then you don’t have to pay for the click)

103. Have a goal for the ad - is it to get more fans? Is it to sell something?

104. More fans is often a good idea, but might not mean more money. If you’re a restaurant in Main Beach you might just want to offer a discount for mentioning the ad (for example).

107. Offered an incentive for people to like the brand

108. Created ads targeting fans of competitors and fashion

109. Backed it up with a campaign on Sea FM to help spread the wordResult: 500 new people to the fashion mailing list in a week

112. Lets people say what they’re thinking and share information in 140 characters or less

113. Is, most of the time, a complete pile of crap

114. But it’s an amazing listening post

115. And it’s easily searchable. You can find people based on their geographic location.

116. You can get a feed of people talking about your brand (or city, or whatever)

118. Problem: New cafe, needs business (sales) Key Influencers: Coffee Lovers, Vocal Early Tech Adopters, Business Leaders, Local Press

121. Results...

125. http://search.twitter.com/advanced

126. Keep an eye on competitors

127. Monitor the local area for people asking for referrals

128. Follow people who are interested in what we do

131. Virtually any ‘how to’ search in Google returns a YouTube video in the top 5 results

132. People with personality have become famous on YouTube

133. Most videos get less than 1,000 views

134. Weigh up the ROI before investing in a video

135. But if you’ve got a camera, why not give it a crack?

137. Market Research: Wine Library Son of Russian Immigrants starts reading blogs and forums to find out what wines people want to know about. Answers common questions, tells people to check out his site. Turns small New York bottle shop into the world’s biggest online wine store with a $48 million a year turnover.

140. A place to upload your resume

141. A place to search for savvy employees

142. Lots of online business networking groups

147. Pretty much everything has been said and no-one has time to read.

148. You’re better off reading other people’s blogs and commenting on them.

149. Use Twitter instead. It’s much easier and quicker.

151. Top 10 Small Business Social Media Marketing Tips Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking.

152. Top 10 Small Business Social Media Marketing Tips Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking. Set up alerts for your industry (especially if no one is talking about your brand)

153. Top 10 Small Business Social Media Marketing Tips Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking. Set up alerts for your industry (especially if no one is talking about your brand) You don’t HAVE to have a Facebook page for your business.

154. Top 10 Small Business Social Media Marketing Tips Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking. Set up alerts for your industry (especially if no one is talking about your brand) You don’t HAVE to have a Facebook page for your business. Use Facebook advertising, it’s cheap

155. Top 10 Small Business Social Media Marketing Tips Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking. Set up alerts for your industry (especially if no one is talking about your brand) You don’t HAVE to have a Facebook page for your business. Use Facebook advertising, it’s cheap Keep an eye on what people near you are saying on Twitter

156. Top 10 Small Business Social Media Marketing Tips Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking. Set up alerts for your industry (especially if no one is talking about your brand) You don’t HAVE to have a Facebook page for your business. Use Facebook advertising, it’s cheap Keep an eye on what people near you are saying on Twitter Spend some time each day reading about what other people are doing. There are 1 billion social media marketing blogs out there. Reading blogs is much easier than writing blogs.

157. Top 10 Small Business Social Media Marketing Tips Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking. Set up alerts for your industry (especially if no one is talking about your brand) You don’t HAVE to have a Facebook page for your business. Use Facebook advertising, it’s cheap Keep an eye on what people near you are saying on Twitter Spend some time each day reading about what other people are doing. There are 1 billion social media marketing blogs out there. Reading blogs is much easier than writing blogs. Create a community of interest around what you do. It takes time, but it’s worth it.

158. Top 10 Small Business Social Media Marketing Tips Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking. Set up alerts for your industry (especially if no one is talking about your brand) You don’t HAVE to have a Facebook page for your business. Use Facebook advertising, it’s cheap Keep an eye on what people near you are saying on Twitter Spend some time each day reading about what other people are doing. There are 1 billion social media marketing blogs out there. Reading blogs is much easier than writing blogs. Create a community of interest around what you do. It takes time, but it’s worth it. Don’t start something you can’t finish or maintain properly or it’s a waste of time and you’re better off with Google Ads.

159. Top 10 Small Business Social Media Marketing Tips Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking. Set up alerts for your industry (especially if no one is talking about your brand) You don’t HAVE to have a Facebook page for your business. Use Facebook advertising, it’s cheap Keep an eye on what people near you are saying on Twitter Spend some time each day reading about what other people are doing. There are 1 billion social media marketing blogs out there. Reading blogs is much easier than writing blogs. Create a community of interest around what you do. It takes time, but it’s worth it. Don’t start something you can’t finish or maintain properly or it’s a waste of time and you’re better off with Google Ads. Use LinkedIn as a networking tool. Join groups and ask questions.

160. Top 10 Small Business Social Media Marketing Tips Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking. Set up alerts for your industry (especially if no one is talking about your brand) You don’t HAVE to have a Facebook page for your business. Use Facebook advertising, it’s cheap Keep an eye on what people near you are saying on Twitter Spend some time each day reading about what other people are doing. There are 1 billion social media marketing blogs out there. Reading blogs is much easier than writing blogs. Create a community of interest around what you do. It takes time, but it’s worth it. Don’t start something you can’t finish or maintain properly or it’s a waste of time and you’re better off with Google Ads. Use LinkedIn as a networking tool. Join groups and ask questions. If you’re using Facebook create a customised tab and make sure there’s a call to action.

161. Audience Question Time More Information? Want a quote on a Facebook tab? Need a social media strategy? 1300 733 088 www.e-cbd.com @mattgranfield