Social Media For Business 101 - West Vancouver
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Social Media for Business 101February 16, 2011
www.6smarketing.com
About Me
• President, 6S Marketing
• Founded 6S in 2001 (10 years!)
• Expert in SEO, SEM, and Social Media
• Speaks at, sponsors and attends industry events across North America
• Born and raised on the North Shore!
• Frequent Gleneagles Golfer
Chris Breikss
www.6smarketing.com
Our Team
• Skilled, dedicated and industry-savvy team of 25 employees
• Project managers have 4 to 10+ years SEM experience
• Worked with 400+ clients
• BC’s Top Ten company to work for in 2010
6S Marketing
www.6smarketing.com
“Facebook facilitates the sharing of information through the social graph, the digital mapping
of people's real-world social connections.”
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Facebook Stats• Launched in 2004
• Over 600 million active users as of January 2011
• 42+% of the North American population has a Facebook account
• One in every 13 people on the entire planet are on Facebook (source: Social Media Today)
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Facebook Stats
• 50% of Canadians on Facebook
• 63% of Canadians under 50 on Facebook
• Facebook Movie ‘The Social Network’ nominated for 8 Academy Awards including ‘Best Picture’
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Facebook Activity• There are over 1 billion objects that people interact with
(pages, groups, events and community pages)
• Average user is connected to 80 pages, groups and events
• Average user creates 90 pieces of content each month
• More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) are shared each month
Source: Facebook
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Facebook Mobile• There are more than 200 million active users currently
accessing Facebook through their mobile devices
• People who use Facebook on their mobile devices are twice as active on Facebook than non-mobile users
• There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products
Source: Facebook
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Facebook Business Pages
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Advertising on Facebook
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Facebook Ads
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Facebook Advertising
• Demographic Targeting
• Geographic Targeting (West Vancouver only)
• Target People by Interests (golf, cooking, reading)
• Pay only for clicks (pay-per-click, PPC)
• Facebook has a very high volume of ad delivery
• Low cost
• Drive to Facebook Business Page or Website
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Facebook Targeting• Demographic Targeting
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Facebook Targeting• Geographic Targeting
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Facebook Targeting• Targeting Interests
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Facebook Analytics
Fan Page InteractionMedia Consumption
Fan Growth
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Facebook Places
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Facebook Places
“Facebook – with its population of 500 million plus – offers an invaluable marketing opportunity in the form of Places.”
Kevin Barenblat, CEO Context Optional
Who. What. When. And Now WHERE.
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Creating Your Place• Is your Place already on Facebook?
CHECK FIRST!
• Access Places through iPhone or touch.facebook.com
• Information pulled from various sources (Yellow Pages, FB users)
• If location is not already added, you can add it manually
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Claiming Your Place• Search for your Place
• Click on “Is this your business?”
• Certify that you are an official representative
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Claiming Your Place• Facebook will attempt to
verify by calling the phone number associated with the Place and providing a 4-digit PIN
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Claiming Your Place• If there is no phone number,
there is also document verification (This makes the process much longer)
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Merging Places with Pages• Once your Place is
claimed you may be prompted to merge your Page with your Place
• Recommended only if:• One physical location• One Facebook Business
page
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Why Use Places?• Control Information
• Have administrative access to the information being provided
• Market Research• See who’s checking in at your
and others’ locations and what they’re saying
• Interaction• An easier way to interact both
on and offline
The review/peer conversations that take place after check in
will be what matters most
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The Downside of Places• Privacy
• Functionality
• User Adoption
• Incentive
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Incentivize Check-Ins• Offers discounts to
customers who check-in
• Similar to Foursquare or Yelp discounts but to a larger audience
• Is 15% enough to get someone in off the street? Make compelling offers and deals
• Focus on loyalty, not discounting
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Facebook Deals• Four types: Individual, Friend (groups), Loyalty (multiple check-
in), and Charity
• Facebook Deals incentivize people to check in at their business
• Business owners can view who has checked in and offer loyal customers special deals
• The value is that when customers check in, it is broadcast to their social network through their Facebook mini-feed
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Why use Twitter?• Promote your company in social media
• Communicate with existing customers
• Provide customer service
• Monitor what are people saying about your company
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Why use Twitter?• Engage brand advocates
• Experiential and promote events
• Leverage content that you have developed such as blog posts, videos
• Build relationships with industry leaders
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Goals• Increase Twitter followers by __%?
• Increase awareness?
• Extend reach of marketing initiatives?
• Online content distribution plan?
• Increase traffic to website?
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What should we talk about?• Reply to other people's questions
• Comment on other people's tweets
• Stick with the conversation
• Build relationships
• Don't be a ME! ME!
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What should we talk about?• Share events that you are attending or planning to attend
• Have you tweeted about being here?
• Have you checked in on Foursquare or Facebook Places?
• @chrisbreikss @6S_Marketing
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What should we talk about?• Promote your own content like blogs, articles, video, ad
campaign creative
• Promote other's content like articles that you find interesting or relevant to your industry
• Re-Tweet people that you want to build relationships with
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Content Strategy• Proprietary content
• Content development considerations (budget?)
• Repurpose content for other mediums
• Repurpose archived content (old videos, print campaigns, photos)
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Content Creation Strategy• Regularly recurring content on social media profiles
• 20% - 25% unpredictable, unique content
• Ad hoc updates (on the fly and mobile)
• Contests
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Seeding Accounts
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Email to Social Media
• Which Social Networks are your customer base using?
• Start with your email database
• Use your email database to help seed your social media accounts
• Transition them over to each social network using campaigns specifically targeted at them
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Seeding Accounts• Process of building up you initial user base
• Start by inviting friends, family, colleagues, brand advocates. Export your Outlook contacts then filter
• A Facebook advertising campaign can dramatically expedite the process of building fans and likes
• Automated software can help for Twitter such as Tweet Adder - tweetadder.com (but be careful with this)
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MailChimp
• Now MailChimp Social Pro allows you to see which of your email subscribers are on each social network and segment into lists by social network
• MailChimp will even pull in pictures into MailChimp Faces to segment your lists and “put a face to that email”
• MailChimp Social Pro is free until March 2011 (hurry!)
MailChimp Faces
Blogs
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Blog/ RSS Integration• Use your blog as your social media hub
• Integrate your blog with all your social media platforms
• In the open and transparent age of social media, blogs are vital for reputation management
• Proper blog integration, distribution and strategy is vital to the success of any corporate blogging initiative
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Why Blog?
• Enhance your reputation as a reliable and trusted authority
• Gain superior search engine rankings
• Add content as easily as writing an email
• Push content to target audience by RSS and email
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Blogger Outreach
• One of the best ways to conduct an online word of mouth campaign is to get influential bloggers to talk about and review your product
• A blogger outreach campaign will connect you to leading relevant bloggers in your niche to have them review your product honestly in their blog
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Blogger Outreach
• Branding and word of mouth review from a thought leader in your industry
• Targeted relevant traffic to your site from the blogs
• Natural inbound links that will help with your website’s search engine rankings
Benefits
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Mobile Marketing• There are 3 billion cell phone users in the world
• Each of your customers has a cell phone on them 90% of the time. Do you sleep next to your phone?
• If you want to reach your target audience and expand the visibility of your brand, you need to reach people on their mobile devices
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