This presentation was shared with the Algonquin College 2010 OCMC team as part of their training for the upcoming competition.

1. SM in 30 Minutes for OCMC

2. Agenda
• Background on Social Media
• Sample Cases of SM in business
• Impact on a marketing case
• Q and A

3. What…it is
• Social media are media for social
interaction, using highly accessible and
scalable publishing techniques.
• Open and transparent communications
that anyone can author, view and share
across the hall or around the world

4. Many Outlets and Forms

5. • Provides closer connections and stronger
relationships
• Facilitates word-of-mouth marketing and
improves customer service
• Numerous case studies prove that digital
marketing it is viable and should be factored
into any campaign or go-to-market plan
Why the Buzz?

6. Social Network Uptake

7. • Are you listening & learning?
• How will you engage in the conversation?
• What commitment will you make to the
engagement?
People are Talking

8. Marketing/Sales Examples
• Pythian - Remote Database Management
• Free and open online help and tips
• Google “chopt utility”
• Tweet your Oracle questions with #pythian
• Circle de Soleil
• Insiders club – advance reviews for bloggers
with large followers
• Jet Blue
• Separate Twitter account (jetbluecheeps) for
budget conscious buyers (100k followers)

9. • Starbucks: MyStarbucks idea
• Crowd sourcing new product suggestions
• Product line expansion – by customers and by vote
• News Gathering: iReport for CNN
• User captured photos, videos posted and RUN on
cnn.com
• Authentic, real-time and really cheap
• Salesforce.com: Knowledge as a Service
• Bringing Twitter feeds of keywords right into online
CRM
Service/Operations Examples

10. • The Crème Brulee Cart-
Connecting and location
• Bill Meyer, McKellar Williams –
connecting, research and
presales & sales
• Ottawa 67s – connection,
promotions and experience
The Little Guys

11. • Direct access to customers
• Broad, targeted and
sometimes viral reach to
customers and stakeholders
(usually at lower cost)
• Easy to measure and justify to
the CEO
• Can be applied through the
entire customer lifecycle
SM means…

12. • Increase awareness
• Improve customer service
• Increase brand loyalty
• Build better products
• Reach influencers
• Communicate with new segments
• Develop credibility
• Humanize the company
What to look for in your Case

13. Focus on Objective First
Blog Facebook Twitter YouTube
Awareness
Customer
Service
Brand Loyalty
Product
Development
PR –
Influencers

14. • Results don’t happen over night
• Takes a commitment
It Takes time

15. • Monitor
• What are people saying?
• Measurement
• Gross Views
• Connections
• Audience engagement
• Social Media Referrals
• Social Media Conversations
Monitor and Measure
Searchenginewatch.com, July 2010

16. • Tools for listening and monitoring
• Google Alerts
• Twitter Search
• Twitter dashboard – Tweetdeck or HootSuite
• Socialmention.com
• Google Analytics or Woopra
• Radian 6 - $500/mos
Measure & Monitor

17. • Mashable.com
• Casestudiesonline.com
• Mitch Joel - www.twistimage.com/blog/
• Seth Godin –
www.sethgodin.typepad.com/
• You can also follow these sources on Twitter
Suggested Sources

18. • Community Managers
• Lots of new hires for individuals to engage in
the social networks where customers are
• On the subject of distance meetings and
education
• Discussed Ustream but other options include
DimDim or the Camtasia products, Jing is one
A Few More Things….