gwebiz presenation 20 june2012
DESCRIPTION
Presentation delivered at Get Wired eBusiness conference in Brampton, ON.TRANSCRIPT
The Social Effect: How we communicate now and what it means
to your business
Kevin MacKenzie@Mackenstuff
Social Media Practice LeadMarshall Fenn Communications
Hashtag #GWEBIZ
“People will always talk about you, so give them something to talk about”
Brian Solis, The End of Business as Usual
“The new Web is…a shared canvas where every splash of paint contributed by one user provides a richer tapestry for the next user to modify or build on. Whether people are creating, sharing, or socializing, the new Web is principally about participating rather than about passively receiving information.”
Don Tapscott & Anthony D. Williams, Wikinomics
Our access to information keeps growing
700MM Websites globally as of June 1, 2012 - Netcraft
How to solve a problem like the Internet?
The Era of Web 2.0
• Anyone could contribute content• New sources of content could be easily found• We started connecting our online networks
Enter Social Media
It’s about conversations
• We have adapted our behaviour to consume more
technology-sourced information and media
• Social media allows us to easily include our personal
networks into the process
• We rely on personal and social networks to make
decisions
• It’s changing the way business gets done
Social Media in Canada
5.6 MillionLinkedIn Profiles in Canada
1 in 4Canadian Workers hasa LinkedIn Profile
18.5 Million Facebook Users In
Canada6th
Largest Twitter Audience Globally
And it’s not going away
Remember this?
So what’s holding us back?
• Social media isn’t for us.– Find your social brand…soon
• They’re gonna talk to us; it may not be good.– Have a plan and something to say
• We just don’t have the time.– No cost/low cost management tools are
everywhere• Our customers aren’t on social media.– Are you absolutely sure? What about competitors?
What makes Social different?
• Plan for the conversation• Don’t bore your audience• Be prepared for challenges• It’s not cyclical – it’s perpetual
Building Your Social Plan
Social Brand Content Plan
Engagement Plan
Measurement
Policy
Engagement Stages
AdvocacyAudience advocates drive the tone of the
conversation
InteractionManage the conversation and content through
brand-driven content
EngagementUse audience insights to deliver compelling
content
ListeningUnderstand what your audience wants to talk
about
Content Curation
• Common technique to build out your communications
• Sharing info• Reference other
reputable sources that compliment your plan
What Makes Social Different?
• Plan for the conversation• Don’t bore your audience• Be prepared for challenges• It’s not cyclical – it’s perpetual
Social Content is Compelling
Even the big guys make mistakes
If you want Social Media to work
• Post information that is unique and compelling to your audience
• Listen to your audience, let them direct the conversation
• Ask for feedback• Be transparent and honest
What is the investment?
58%of marketers report spending
6 hours a week on social media(average of 1.15 hours per day)
34%Percentage of marketers reporting spending more than
12 hours per week
Source: Social Media Examiner 2011 Marketing Survey
53%of marketers indicated that their Social Media programs were less than 1 year old
Stop Navel Gazing
The new business paradigm
• Your customers expect you to be on social
• Your brand needs a social story
• Search engines value social highly
• Content makes your brand interesting
• Conversations are already happening. Ignore them
at your own peril.
Remember this...
1. It’s called Social Media for a reason.
2. Be human. Not bureaucratic.
3. Don’t tell me. Tell me why.
4. Make it interesting. Make it unique.
5. Make it easy to share.
If you want to learn more
Email me: [email protected] me: @mackenstuffFriend me: facebook.com/mackenziekevinLink me: ca.linkedin.com/kevinsmackenziePin me: pinterest.com/mackenstuffFind me: foursquare.com/mackenstuff
You get the idea…thank you everyone!