marketing communications & public relations 2.0
DESCRIPTION
by Mark Evans, presented at the social media event Conversations, Connections & Opportunities, by Visability.ca on May 27, 2010TRANSCRIPT
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Marketing, Communications and Public Relations 2.0
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Social Media Magic Doesn’t Happen
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Conversation vs. a BroadcastConversation vs. a BroadcastConversation vs. a BroadcastConversation vs. a BroadcastConversation vs. a BroadcastConversation vs. a BroadcastConversation vs. a BroadcastConversation vs. a Broadcast
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Why is Social Media a Big Deal?Why is Social Media a Big Deal?Why is Social Media a Big Deal?Why is Social Media a Big Deal?Why is Social Media a Big Deal?Why is Social Media a Big Deal?Why is Social Media a Big Deal?Why is Social Media a Big Deal?
Engage and have conversations with consumers
Build stronger relationships
Monitor your brand and products
Improve customer service
Competitive intelligence
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The Benefits of Social Media
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FacebookFacebookFacebookFacebook: 485M registered users; 225M in October 2009
TwitterTwitterTwitterTwitter: 79 million users; 5million a year ago
YouTubeYouTubeYouTubeYouTube: Delivering 2B streams/day, compared with 1B in October 2009
LinkedInLinkedInLinkedInLinkedIn: 65 million members
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13.2 million Facebook users in Canada, 7th-largest population globally
3M Twitter users
57% of online Canadians use social networks at least once a month; 82% of Gen Y consumers use social networks each month
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How Canadians
Use
Social Media
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Yet, many companies are still afraid to embrace Yet, many companies are still afraid to embrace Yet, many companies are still afraid to embrace Yet, many companies are still afraid to embrace social media. social media. social media. social media.
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Why?Why?Why?Why?
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Don't understand itDon't understand itDon't understand itDon't understand it
Don't know how much it will costDon't know how much it will costDon't know how much it will costDon't know how much it will cost
CanCanCanCan’’’’t see how to measure ROIt see how to measure ROIt see how to measure ROIt see how to measure ROI
ANDANDANDAND
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Many services are free butMany services are free butMany services are free butMany services are free but……………………....
It takes time, money and resources to implement and effectively run social media
programs.
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Social media well is far from glamorous. It takes time and involves a lot of blocking and tackling on a daily basis.
It’s A Lot of Work
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Yes, butYes, butYes, butYes, but…………
The tools are cool but even the best tools are worthless without a clear goal of what and how they should be used.
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WrongWrongWrongWrong
It needs to be integrated into your It needs to be integrated into your It needs to be integrated into your It needs to be integrated into your marketing and sales activitiesmarketing and sales activitiesmarketing and sales activitiesmarketing and sales activities
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Social Media is All About the Social Media is All About the Social Media is All About the Social Media is All About the Social Media is All About the Social Media is All About the Social Media is All About the Social Media is All About the
NumbersNumbersNumbersNumbersNumbersNumbersNumbersNumbers
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NopeNopeNopeNopeNopeNopeNopeNope……………………Size DoesnSize DoesnSize DoesnSize DoesnSize DoesnSize DoesnSize DoesnSize Doesn’’’’’’’’t Mattert Mattert Mattert Mattert Mattert Mattert Mattert Matter
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ROI depends on how ROI depends on how ROI depends on how ROI depends on how youyouyouyou define investmentdefine investmentdefine investmentdefine investment
ThatThatThatThatThatThatThatThat’’’’’’’’s Wrong, Toos Wrong, Toos Wrong, Toos Wrong, Toos Wrong, Toos Wrong, Toos Wrong, Toos Wrong, Too
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Social Media in Three StepsSocial Media in Three StepsSocial Media in Three StepsSocial Media in Three StepsSocial Media in Three StepsSocial Media in Three StepsSocial Media in Three StepsSocial Media in Three Steps
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DiscoveryDiscovery
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StrategyStrategyStrategyStrategyStrategyStrategyStrategyStrategy
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TacticsTacticsTacticsTacticsTacticsTacticsTacticsTactics
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Blogs…Still Alive and Well
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Jeff WienerJeff WienerJeff WienerJeff WienerJeff WienerJeff WienerJeff WienerJeff Wiener
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� Easier and quicker than a blog; multiples updates per day
� Lets you be part of the conversation; real-time discussions
� Can be used for a variety of purposes such as customer service, feedback/suggestions,
news/info updates
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Source: Sysomos
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Facebook Users (Globally)Facebook Users (Globally)Facebook Users (Globally)Facebook Users (Globally)Facebook Users (Globally)Facebook Users (Globally)Facebook Users (Globally)Facebook Users (Globally)
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Canadians Love Watching VideosCanadians Love Watching Videos
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Sadly, Not Enough CompaniesSadly, Not Enough CompaniesSadly, Not Enough CompaniesSadly, Not Enough CompaniesSadly, Not Enough CompaniesSadly, Not Enough CompaniesSadly, Not Enough CompaniesSadly, Not Enough Companies
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Monitoring/MeasurementMonitoring/MeasurementMonitoring/MeasurementMonitoring/Measurement
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- Activity
- Sentiment
- Demographics
- Location
- Web Site Traffic
- Leads
- Sales
What Do You Measure?What Do You Measure?What Do You Measure?What Do You Measure?What Do You Measure?What Do You Measure?What Do You Measure?What Do You Measure?
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Mark Evans
ME Consulting: www.markevans.ca
Phone: 416-669-7028
Twitter: @markevans
Blogs: markevanstech.com, twitterrati.com