social media for small business
DESCRIPTION
A half day course on using social media for small business - latest stats, uses and examples of precisely how to deploy social media as part of your online marketing strategy.TRANSCRIPT
Driving more Business & reducing marketing costs- using Facebook, Twitter and Social Media
-InnovationCentre, Bentley Tech Park, Oct 29th 2009
Charlie Gunningham
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- Goals/Intro, Definitions
- Blogs, Facebook, - Twitter, Youtube, - LinkedIn,
- Policy, Conclusion, and Takeaways
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OBJECTIVES
3 things you want to get out of
today?
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CAR PARK
things that may have to be handled later
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HISTORY
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ARPANET, 1968
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Net EFFECTS 1. How many of you have purchased something on the Internet in the last 6 months?
2. How many times have you used the Internet as an information source, before buying offline?
3. How many hours a day are you on the Internet?
4. How many emails do you send/receive/day?
5. What happens in your office (and to you) if you do not have internet connection and/or your emails go down?
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Net EFFECTS
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TRAD ADVERTISER … doesn’t do it for me anymore
http://www.youtube.com/watch?v=heSudg-tfIk
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Major shifts happen slowly
- the frog in hot water - climate change- ageing process
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NOW Age of Social (media)
1994 Age of Surf
1998 Age of Search
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1960-2000
Golden Ageof Advertising
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Fragmentationof all media
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Demise of trad media
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Warren Buffett (May 2009)
“ I would not buy a newspaper stock at any price … their business model is over”
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Ad Spend in Australia - 09/101. Takeaway Food …..….$3343m 2. Real Estate Agents ……...$1563m 3. Auto Industry ……….$997m4. Banks ……….$966m5. Supermarkets ……….$774m
Source: IBIS World Research, July 2009
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INTERNET USE – Globally/Australia
_ Created 1990, Web Sites 1994, Search 1998
_ Total World Pop (09) 6.7bn, Internet Users 1.7bn (25%)_ Aus: Pop 21mn, Net 17mn (81%) (user growth 156% since 2000)
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SOCIAL MEDIA in Aus (Jun09)
_ Facebook: 6mn visitors (+95% p.a.)
_ MySpace: 3.5mn (only +5%)
_ Twitter: 800,000 (up from 13,000)
_ 70%+ net users visited social netwks (+29%)
_ Twitter the fastest growing
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Facebook Stats
_ 540,000+ in Perth are on Facebook _ more over aged 40 (150k) than under 20 (143k)
It’s not a question of WHETHER, it’s a question of HOW you are there
(very similar to “The Internet” in 1999?)
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SOCIAL MEDIA – defined
Social media is content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content.
http://en.wikipedia.org/wiki/Social_media
incl blogs, youtube, facebook, twitter, flickr, slideshare, …
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Power that is SOCIAL MEDIA
- free- powerful- scares big media silly- elected a President- not being used by your competitors (yet)
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TV clips…
OLD Media – controlled “gates of distribution “
but not anymore
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“Markets are conversations”conversations among humans sound human
natural, uncontrived, honestpublic switch quickly
tell us something! (then we might speak to you)
business is only part of our lives, it’s all of yoursThe Cluetrain Manifesto: The End of Business as Usualby Christopher Locke, Rick Levine, Doc Searls, David WeinbergerPub 1999 : read it for free at www.cluetrain.com
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… people want to talk!
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“Markets are conversations”
Every ‘deal’ is a series of
conversations
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So – have a conversation with your mkt
- WIIFT- contribute, join in, - have a clear company policy
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Advantages SOCIAL MEDIA
- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)
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BLOGS
- a “web log”- leave comments, post- Start your own- video blog (“vlog”)DEMO - http://blog.aussiehome.com, incl back engine
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BLOGGING SOFTWARE
1. Blogger.com (Google)
2. Wordpress.org (popular, purists)
3. DotNetBlogEngine (Microsoft)
? Who wants to do one right now?
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THE RULES…not expensive in $’s
Blog often, blog interesting
Show your passionEncourage staff to blog
Be authenticIdeas spread
Allow public to comment
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BENEFITS? you’re asking the wrong question, but …
Better Traffic & SEO to your site
Fun, empowering for you/staffListen + Learn from your public
Gather interesting contentWhat goes around comes around
“Markets are conversations”= the future of marketing?
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Look at blogs, read loads of them
If you had a soap box, what you speak about?
Start one today
? THINK NOW – how might you use this?
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PODCASTING
- audio file (usually)- record interview, testimonial…- have them downloadable
www.byoaudio.com
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FORUMS
- interactive, Q&A- opinions, learn from customers?- you/they post question points- comments ‘thread’ / link thru’
>> seabreeze.com.au Platforms: BeeHiveForum.net …
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Mark Zuckerberg, Founder, Facebook
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Do your own FACEBOOK Pagefree ‘n’ easy to set up
people find youyou’re in control540,000 in Perth
more > 40 than < 20500+/day in Perth join
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Facebook.com/gunninghamUpdate words/photosWall/Info, News Feed
Comments/LikesFriending PolicyPrivacy Settings
Controls for ads/pages
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Set up a FACEBOOK Group/Business Page
Invite ‘fans’publish events, goings oninteractive shop window
Walls, Photos, discussionsImport blog feed, apps
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FACEBOOK Business Page
Link from emails/web siteRun it like your site
Feed from page to your siteUpload videos
Build a community
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Post your own FACEBOOK Ads
Direct + targettedSet a budget
Easy to set up, edit, cancel + monitor
16mn+ views ($2300)
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Post your own FACEBOOK Ads
Bid / BudgetImpressions
ClicksClick Thru Rate
Cost per ClickCost / Thousand Imp’s
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TWITTER in Plain English
http://www.youtube.com/watch?v=ddO9idmax0o
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Biz Stone, Founder, Twitter.com
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TWITTER! (your own)
55mn monthly UBsGrowing fast
Very easy to update‘micro-blogging’
Word out, top of mindOwn thoughts, profiling
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TWITTER! (your own)
Own domain extension – grab it!Link and retweet
Post your own newsUse tr.im to shorten links
Follow everyone?Link back to your site
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TWITTER! (company)
Own domain extension – grab it!Same concept, but company
BackgroundsThemes/#
Saved searchesTweetdeck
Update from mobiles
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TWITPIC.com
App that synchs with twitterTake photo, upload +
then it becomes a tweetwith a link to the photo
Can be done from mobilehttp://twitpic.com/photos/chazgunningham
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Chad Hurley, Cofounder, Youtube.com
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Upload movies to
Obama did 1,67887 mn views
Av age 45-55 yrstag ‘perth real estate’
DIY, free
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www.youtube.com/aussiehometv
Creates online vidCode for you to use
‘testimonial mountain’Draws in viewer
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LINKEDIN.com
Professional networkingMakes connections visible
Worth being thereEst 2003
40 mn membershttp://www.youtube.com/watch?v=IzT3JVUGUzM
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LINKEDIN.com
Professional networkingMakes connections visible
Worth being thereEst 2003
40 mn members
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Flickr.com
Est 2004Photo sharing
Galleries, commentsCompany web address
3.6bn imagesBought by Yahoo!
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Flickr.com
Tag photosOrganise into sets
Storage for blog pixCreate your own space
Need yahoo email (free)
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USED TOGETHER – rinse and recycle
- use tr.im and tweet the links - comment on blogs - blog + tweet links to blog post - photo (twitpic) and upload - link twitter to Facebook updates
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SOCIAL MEDIA POLICY
- our clients & prospects are here- we are going to be here- we’re not going to be distracted- we are going to engage, contribute- we will listen, and learn- we will not talk business (much)
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Social Media Optimisation
Lower ad coststargetted, effective marketingRaise Traffic + improved rankings
Fun, empowering; learn & interact
Drive client loyalty more sales and profits
MOST powerful when you mix them
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Conclusions from today _ what are they - for you?
Take-Aways from today _ what are you going to do about this … as of tomorrow?
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THANK YOU!
- contact me for web work- contact Netway for IT support- and all the best with social media!
- for these slides, contact me… [email protected] 0411 092 669