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<ul><li>INTRODUCTION </li></ul>Bernard Charlebois Virtuo CMS Technologies

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<ul><li>“ No profession stands to influence social media more than public relations .” Paul Gillin , The New Influencers, A Marketers Guide to the New Social Media </li></ul><ul><li>INTRODUCTION </li></ul>

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<ul><li>Social media is a conversation online. </li></ul><ul><ul><li>Look who’s talking : </li></ul></ul><ul><ul><li>your customers </li></ul></ul><ul><ul><li>your donors </li></ul></ul><ul><ul><li>your volunteers </li></ul></ul><ul><ul><li>your employees </li></ul></ul><ul><ul><li>your investors </li></ul></ul><ul><ul><li>your critics </li></ul></ul><ul><ul><li>your fans </li></ul></ul><ul><ul><li>your competition .... </li></ul></ul><ul><ul><li>anyone who has internet access and an opinion . </li></ul></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>The conversation is not : </li></ul><ul><ul><li>controlled </li></ul></ul><ul><ul><li>organized </li></ul></ul><ul><ul><li>“ on message ” </li></ul></ul><ul><li>The conversation is : </li></ul><ul><ul><li>organic </li></ul></ul><ul><ul><li>complex </li></ul></ul><ul><ul><li>speaks in a human voice </li></ul></ul><ul><li>Social media is not a strategy or a tactic – it’s simply a channel . </li></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>Social Networks </li></ul><ul><li>News & Bookmarking </li></ul><ul><li>Blogs </li></ul><ul><li>Microblogging </li></ul><ul><li>Video Sharing </li></ul><ul><li>Photo Sharing </li></ul><ul><li>Message boards </li></ul><ul><li>Wikis </li></ul><ul><li>Virtual Reality </li></ul><ul><li>Social Gaming </li></ul><ul><li>Related: </li></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Real Simple Syndication (RSS) </li></ul></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>The power to define and control a brand is shifting from corporations and institutions to individuals and communities . </li></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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Word of Mouth is the Future of Marketing <ul><li>Marketers can effectively use social media by </li></ul><ul><li>influencing the conversation. </li></ul><ul><li>One way to do this is by delivering </li></ul><ul><li>great customer service experiences. </li></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>Zappos, an online shoe retailer, makes customer service central with a focus on “ making personal and emotional connections .” </li></ul><ul><li>Divert marketing budget to customer service ( they outsource marketing to their customers ; they don’t outsource their call centre) </li></ul><ul><li>Use Twitter to promote their brand </li></ul><ul><ul><li>Website displays any public tweets mentioning of their brand </li></ul></ul><ul><ul><li>CEO has over 400,000 followers </li></ul></ul><ul><ul><li>430 employees on Twitter </li></ul></ul><ul><li>$1billion in sales last year and their expanding into new product categories </li></ul><ul><li>CASE STUDY </li></ul>

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<ul><li>91 % say consumer reviews are the #1 aid to buying decisions - JC Williams Group </li></ul><ul><li>87 % trust a friend’s recommendation over critic’s review - Marketing Sherpa </li></ul><ul><li>3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research </li></ul><ul><li>1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent </li></ul><ul><li>* Slide courtesy of Digital Influence Group </li></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>Social media sites are the fastest-growing category on the web, doubling yearly. </li></ul><ul><ul><li>Biggest increase in the 45 plus demographic </li></ul></ul><ul><ul><li>Gen Y outnumber boomers. 96% of them use social media </li></ul></ul><ul><ul><li>80% of companies use LinkedIn to find employees </li></ul></ul><ul><ul><li>25 % of time spent online is on social media </li></ul></ul><ul><ul><li>Average number of Facebook friends is 150 </li></ul></ul><ul><ul><li>83 % regularly watch video clips </li></ul></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>4 out of 5 Canadians use social media </li></ul><ul><li>22 % of Canadians over 60 </li></ul><ul><li>70 % of Internet users under 30 do so daily </li></ul><ul><li>60% of users 25-29 do so daily </li></ul><ul><ul><li>Canada Online, The Internet, Media and Emerging Technologoes </li></ul></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>Younger users (under 45) and women use these sites for socializing </li></ul><ul><li>Older users use these sites to obtain and share information </li></ul><ul><li>Youth (12-17) use these sites for entertainment </li></ul><ul><li>The reason doesn’t matter </li></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>Social media can help you in all stages of marketing , self-promotion , public relations , and customer service : </li></ul><ul><ul><li>research </li></ul></ul><ul><ul><li>strategic planning </li></ul></ul><ul><ul><li>implementation </li></ul></ul><ul><ul><li>evaluation </li></ul></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><ul><li>Learn what people are saying about you </li></ul></ul><ul><ul><li>Create buzz for events & campaigns </li></ul></ul><ul><ul><li>Increase brand exposure </li></ul></ul><ul><ul><li>Identify and recruit influencers to spread your message </li></ul></ul><ul><ul><li>Find new opportunities and customers </li></ul></ul><ul><ul><li>Support your products and services </li></ul></ul><ul><ul><li>Improve your search engine visibility </li></ul></ul><ul><ul><li>Gain competitive intelligence </li></ul></ul><ul><ul><li>Get your message out fast </li></ul></ul><ul><ul><li>Retain clients by establishing a personal relationship </li></ul></ul><ul><ul><li>Be an industry leader – not a follower </li></ul></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>Reach </li></ul><ul><ul><li>Website visits / views </li></ul></ul><ul><ul><li>volume of reviews and comments </li></ul></ul><ul><ul><li>Incoming links </li></ul></ul><ul><li>Action & Insight </li></ul><ul><ul><li>Sales inquiries </li></ul></ul><ul><ul><li>New business </li></ul></ul><ul><ul><li>Customer satisfaction and loyalty </li></ul></ul><ul><ul><li>Marketing efficiency </li></ul></ul><ul><li>Engagement & Influence </li></ul><ul><ul><li>Sentiment of reviews and comments </li></ul></ul><ul><ul><li>Brand affinity </li></ul></ul><ul><ul><li>Commenter authority/influence </li></ul></ul><ul><ul><li>Time spent </li></ul></ul><ul><ul><li>Favourites / Friends / Fans </li></ul></ul><ul><ul><li>Viral forwards </li></ul></ul><ul><ul><li>Number of downloads </li></ul></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>Source: The Digital Influence Group, Measuring the Influence of Social Media

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<ul><li>Resources required for social media may include: </li></ul><ul><ul><li>Strategic consultation </li></ul></ul><ul><ul><li>Training </li></ul></ul><ul><ul><li>Creating content </li></ul></ul><ul><ul><li>Integrating tools </li></ul></ul><ul><ul><li>Distributing content </li></ul></ul><ul><ul><li>Relationship management </li></ul></ul><ul><ul><li>Measuring value </li></ul></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>Social Networks </li></ul><ul><li>News & Bookmarking </li></ul><ul><li>Blogs </li></ul><ul><li>Microblogging </li></ul><ul><li>Video Sharing </li></ul><ul><li>Photo Sharing </li></ul><ul><li>Message boards </li></ul><ul><li>Wikis </li></ul><ul><li>Virtual Reality </li></ul><ul><li>Social Gaming </li></ul><ul><li>Related: </li></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Real Simple Syndication (RSS) </li></ul></ul><ul><ul><li>Social Media Press Release </li></ul></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Contains profiles of Fortune 500 executives and leading entrepreneurs </li></ul><ul><ul><li>average individual salary on LinkedIn is $109,000 </li></ul></ul><ul><li>On LinkedIn you can: </li></ul><ul><ul><li>Post a profile and resume </li></ul></ul><ul><ul><li>Connect with colleagues </li></ul></ul><ul><ul><li>Share professional recommendations </li></ul></ul><ul><ul><li>Find jobs </li></ul></ul><ul><ul><li>Forums to demonstrate expertise and find answers </li></ul></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Fastest growing social network in Canada and the world (450 million members) </li></ul><ul><li>Powerful tools to engage and understand your audience: </li></ul><ul><ul><li>Brand pages </li></ul></ul><ul><ul><li>Custom applications </li></ul></ul><ul><ul><li>Targeted advertising </li></ul></ul><ul><ul><li>Audience insights/metrics </li></ul></ul><ul><ul><li>Opinion polls </li></ul></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Your brand’s homepage on Facebook. </li></ul><ul><li>Allow you to post photos, videos, events and other messages. </li></ul><ul><li>Users interact with you by </li></ul><ul><ul><li>Becoming fans </li></ul></ul><ul><ul><li>Commenting on your posts </li></ul></ul><ul><ul><li>Participating in discussions </li></ul></ul><ul><ul><li>Post photos to your page </li></ul></ul><ul><li>Fans see your page updates in their newsfeed </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Facebook ads give you the ability to advertise directly to specific demographic groups </li></ul><ul><li>This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Location </li></ul><ul><li>Age </li></ul><ul><li>Sex </li></ul><ul><li>Keywords (appear in your users profile) </li></ul><ul><li>Education </li></ul><ul><li>Workplace </li></ul><ul><li>Relationship status </li></ul><ul><li>Relationship interests </li></ul><ul><li>Languages </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>THE TOOLS </li></ul>

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<ul><li>Very affordable and easy to control your budget </li></ul><ul><li>You can specify a daily budget </li></ul><ul><li>Schedule specific dates for your ad to run </li></ul><ul><li>Pay for clicks (CPC) or impressions (CPM) </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Facebook Insights provides information about your ad campaign: </li></ul><ul><ul><li>Track ad performance with real-time reporting </li></ul></ul><ul><ul><li>Gain demographic and psychographic insights about people that view or take action on your ad </li></ul></ul><ul><li>Use this information to identify how you can improve your campaign to maximize your results </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>A blog is a website with regular entries of commentary or news </li></ul><ul><ul><li>Blogs serve to establish your company as transparent , relevant , active , and expert . </li></ul></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>engage in dialogue with your customers </li></ul><ul><li>improve your search engine visibility </li></ul><ul><li>promote product launches and events </li></ul><ul><li>gain expert status by providing useful tips </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Do </li></ul><ul><li>post on a regular schedule </li></ul><ul><li>encourage conversation by asking questions </li></ul><ul><li>respond to people that comment on your posts </li></ul><ul><li>use a few bloggers from your company for more viewpoints </li></ul><ul><li>Don’t </li></ul><ul><li>write press releases – be real about why something is exciting </li></ul><ul><li>let complaints go unanswered </li></ul><ul><li>make users register to comment – they won’t bother </li></ul><ul><li>delete fair but critical comments </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Microblogs are blogs limited to a sentence or two (about 140 characters ) </li></ul><ul><ul><li>People use microblogging to promote themselves, share content and follow friends, celebrities and brands </li></ul></ul><ul><ul><li>Companies use it for marketing, public relations and customer service by giving their brand a voice within the community </li></ul></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Twitter can help you: </li></ul><ul><li>share timely information </li></ul><ul><li>promote useful content including resources, contests, deals, etc. (not just your own) </li></ul><ul><li>personify your brand </li></ul><ul><li>connect with your customers and develop leads </li></ul><ul><li>build credibility and influence </li></ul><ul><li>listen to consumer buzz </li></ul><ul><li>research competitors </li></ul><ul><li>network and learn from experts in your field </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Do </li></ul><ul><li>find and share useful content </li></ul><ul><li>pose questions and reply to others </li></ul><ul><li>keep it fun - put a friendly face on your brand </li></ul><ul><li>promote sales, deals, news, updates, and build buzz for big releases or events </li></ul><ul><li>know what people are saying about your brand </li></ul><ul><li>Don’t </li></ul><ul><li>sound like a press release – you’re in a social space </li></ul><ul><li>spam with constant links to your company website, either in tweets or private messages </li></ul><ul><li>post useless information – do people really care what you had for lunch? </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Video sharing sites let you upload videos and share them with people. </li></ul><ul><li>They’re a perfect repository for video blogs , taped seminars , witty Power Points , commercials , how-to’s and a behind-the-scene look at your organization. </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>helps you gain exposure and direct traffic back to your website </li></ul><ul><li>sparks interest without a hard-sell </li></ul><ul><li>videos can be low-fi and cheap to produce - immediacy and content is more important than quality. </li></ul><ul><li>videos can be a place to showcase your leadership in a field, and spread customer testimonials </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional marketing campaign </li></ul><ul><li>Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout </li></ul><ul><li>Launched the website WillitBlend.com and a YouTube channel </li></ul><ul><li>http://www.youtube.com/blendtec </li></ul><ul><li>CASE STUDY </li></ul>

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<ul><li>Videos went viral generating “ millions of dollars in brand recognition ” </li></ul><ul><ul><li>Channel Views: 3,469,098 </li></ul></ul><ul><ul><li>Subscribers: 183,949 </li></ul></ul><ul><li>Online Blendtec blender sales increased 500% </li></ul><ul><li>The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre </li></ul><ul><li>CASE STUDY </li></ul>

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<ul><li>Lessons learned: </li></ul><ul><li>Be entertaining and keep it relevant to your brand (the videos promote the durability of their blenders without an overt sales pitch) </li></ul><ul><li>Experiment – the idea might not have worked, but what could they lose? </li></ul><ul><li>CASE STUDY </li></ul>

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<ul><li>Do </li></ul><ul><li>be informative , useful , or entertaining </li></ul><ul><li>create a summary and detailed description </li></ul><ul><li>post video replies to others </li></ul><ul><li>allow commenting and participate in the conversation </li></ul><ul><li>save bandwidth costs on your website by hosting videos on YouTube </li></ul><ul><li>Don’t </li></ul><ul><li>just upload infomercials </li></ul><ul><li>be afraid to experiment until you find a formula that works. </li></ul><ul><li>pull down other people’s videos showcasing your product for copyright infringement </li></ul><ul><li>make your video longer than it needs to be – keep it concise and entertaining </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>Experiment personally before professionally </li></ul><ul><li>Try a variety of social media tools </li></ul><ul><li>Be yourself , make some friends , and share </li></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>1. Discovery (people, competition, and search engines) </li></ul><ul><li>3. Skills (identify internal resources and gaps) </li></ul><ul><li>5. Maintenance (monitor and adapt) </li></ul><ul><li>2. Strategy (opportunities, objectives) </li></ul><ul><li>4. Execution (tools, integration, policies, and process) </li></ul><ul><li>KEYS TO SUCCESS </li></ul>Source: 5 Phases of Social Media Marketing http://socialcomputingjournal.com/viewcolumn.cfm?colid=789

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<ul><li>Find where your audience is participating and identify the influencers </li></ul><ul><li>Read industry blogs (including comments) </li></ul><ul><li>Google your company name & your competition </li></ul><ul><li>Find tools that can help you listen </li></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>Tap into the wisdom of the crowd to access a wider talent pool and gain customer insight </li></ul><ul><li>Companies that use crowd sourcing include: </li></ul><ul><ul><li>Starbucks (MyStarbucks) </li></ul></ul><ul><ul><li>Dell (Ideastorm) </li></ul></ul><ul><ul><li>DuPont </li></ul></ul><ul><ul><li>Netflix </li></ul></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><ul><li>iStockphoto.com </li></ul></ul><ul><ul><li>Threadless.com </li></ul></ul><ul><ul><li>Mechanical Turk (Amazon) </li></ul></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>Amelia </li></ul><ul><li>Arlington </li></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>56 unanimous responses in under 4 minutes from YouBeMom.com </li></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>Avoid puffery (people will ignore it) </li></ul><ul><li>Avoid evasion and lying (people won’t ignore it) </li></ul><ul><li>Companies have watched their biggest screw-up's rise to the top 10 of a Google search </li></ul><ul><li>Admit your mistakes right away </li></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>Belkin employee busted offering payment for fake positive product reviews </li></ul><ul><li>Belkin president claims it’s an isolated incident </li></ul><ul><li>Influential tech blogs expose a larger cover up and name more employees involved </li></ul><ul><li>CASE STUDY </li></ul>

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<ul><li>Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media </li></ul><ul><li>Make your content easy to share </li></ul><ul><li>Incorporate tools that promote sharing: </li></ul><ul><ul><li>Share This, RSS feeds, Email a friend </li></ul></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>Don't shout . Don't broadcast . Don’t brag . </li></ul><ul><li>Speak like yourself – not a corporate marketing shill or press secretary </li></ul><ul><li>Personify your brand – give people something they can relate to. </li></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>CASE STUDY </li></ul>

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<ul><li>Think like a contributor , not a marketer </li></ul><ul><li>Consider what is relevant to the community before contributing </li></ul><ul><li>Don’t promote your product on every post </li></ul><ul><li>Win friends by promoting other people’s content if it interests you </li></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>Don’t try to delete or remove criticism (it will just make it worse) </li></ul><ul><li>Listen to your detractors </li></ul><ul><li>Admit your shortcomings </li></ul><ul><li>Work openly towards an explanation and legitimate solution </li></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>Don’t wait until you have a campaign to launch - start planning and listening now </li></ul><ul><li>Build relationships so they’re ready when you need them </li></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>You may need buy in from people in your organization </li></ul><ul><li>Convince your CEO that social media is relevant to your organization </li></ul><ul><li>Get your communications team together, discuss the options, then divide and conquer </li></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>Experiment with social media </li></ul><ul><li>Make a plan </li></ul><ul><li>Listen </li></ul><ul><li>Be transparent & honest </li></ul><ul><li>Share your content </li></ul><ul><li>Be personal and act like a person </li></ul><ul><li>Contribute in a meaningful way </li></ul><ul><li>See criticism as an opportunity </li></ul><ul><li>Be proactive </li></ul><ul><li>Accept you can’t do it all yourself </li></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>Photo sharing sites give you a place to upload and organize your photos </li></ul><ul><li>You can invite friends to check out your photos and people can find your photos by searching for the keywords ( tags ) you apply to your photos. </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Internet-based 3D virtual worlds like Second Life reimagine our world with all its potential for commerce and branding </li></ul><ul><li>people interact through characters called avatars </li></ul><ul><li>residents explore , meet other residents , socialize , participate in individual and group activities , and create and trade items and services with one another </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>RSS is a way for content publishers to make blog entries , news headlines , events , podcasts and other content available to subscribers. </li></ul><ul><li>an effective way to distribute your content and lead users back to your website </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>5 TAKE AWAY MESSAGES </li></ul>

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<ul><li>Word of Mouth peer-to-peer discussions are more influential than the mass media </li></ul><ul><li>Participate by enabling and feeding the conversation (follow the 10 keys to success) </li></ul><ul><li>Be transparent & honest </li></ul><ul><li>3 TAKE AWAY MESSAGES </li></ul>