Social Networking The tools have changed but the foundation is the same

October 14, 2009

Agenda

• Introductions

• What do you want from the day?

• A review of social networking/media

• Defining a strategy – audience participation

• Questions/discussion

Who’s this guy presenting?

sean williams marketing group

• A ‘consulting’ company with a focus on marketing and communications

• Work with a long list of ‘partners’ to support offering and client needs

• Client’s all across North America

• Almost three years old

• Was never the plan

L

I

F

E

ong-term Vision

nnovative Thinking

resh Approaches

conomical Options

Approach

Full Service

• Strategic and business planning

• Brand development/management• Advertising and media planning

– print, outdoor, broadcast, online, etc.

• e-Marketing– web, e-learning, social media, mobile, etc.

• “Below the Line” Marketing– viral, e-based, word of mouth, promotions, contests,

partnerships, loyalty programs, sponsorships, etc.

• Market and consumer research– quantitative and qualitative

• Communications– marketing PR, media/community relations, etc.

History

• 3 years with the Bristol Group – Atlantic Canadian leading Marketing Services Agency

• Prior to move east, ran Nikon Canada’s consumer and retail marketing

• Several years working for domestic and international advertising agencies– Leo Burnett, Dentsu, Padulo and Media Buying

Services (MBS)

– Worked with brands such as Rogers, Kraft, CIBC, and Canon

• Started career at Molson in sales department

Session Guidelines

Guidelines

• I don’t want to do all the talking

• Questions, questions, questions

• Discussions, discussions, discussions

• Respect the discussion

• The floor is wide open

• I’ll answer what I can

What do you want from today’s session?

http://www.youtube.com/user/leelefever#p/u/20/6a_KF7TYKVc

What is Social Networking?

What is Social Networking?

A social network service focuses on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others. Most social network services are web based and provide a variety of ways for users to interact, such as e-mail and instant messaging services.

Social networking has created new ways to communicate and share information. Social networking websites are being used regularly by millions of people, and it now seems that social networking will be an enduring part of everyday life. The main types of social networking services are those which contain directories of some categories (such as former classmates), means to connect with friends (usually with self-description pages), and recommender systems linked to trust.

Popular methods now combine many of these, with Facebook widely used worldwide; MySpace, Twitter and LinkedIn being the most widely used in North America.

*Source: http://en.wikipedia.org/wiki/Social_networking

Social Media

Power of Social Media

http://www.youtube.com/watch?v=5YGc4zOqozo

Power of Social Media

• Carrol flew United Airlines with his band and his guitar ended up broken at the hand of employees

• Airline offered no compensation

• He responded by creating a music video about the experience (with two more to come)

• United is feeling the wrath of citizen journalism, the social web, and the millions of airline travelers who can identify with Carroll’s experience

• In 10 days there were more than 30 unique placements accruing, a total of 3.2 million views, and 14,000 comments

Power of Social Media

Canadian Stats

• 59% of online Canadians have created profiles on social networks, which matches with the global average

• 52% have uploaded photos onto their social network profiles

• 38% have installed a widget or applications

• 20% have shared their videos

• Facebook is the largest social network in Canada with 54% weekly reach

*Source: M2 Universal 2008

Canadian Stats

• Global readership of blogs is 73%, while it's only 65% among Canadian Internet users

• 23% started blogs, compared to 35% globally

• 78% of Internet users have watched video clips online

• 27% have uploaded videos to a video-sharing website

• 42% have uploaded photos to a photo-sharing website

• 29% have downloaded a podcast

• 18% have subscribed to an RSS feed

*Source: M2 Universal 2008

What if any are you currently using?

Success?

Foundation of Social Networking

Know and understand Know and understand your audienceyour audience

Respect who they are and what’s going

on in their lives

Engage them in their space

Ensure your offering or contact is “real” or even “personal”

* Word bubble compliments of wordle.net

Social Networking Strategy

Strategy Guidelines

• What are your objectives?

• Who do you want to reach?

• What do you want to say?

• What do you want to have happen?

Generate and facilitate organic dialogue that leads to meaningful engagement and action

Potential Strategy

What’s your Social Networking Strategy?

What tools will you use?

Strategy Guidelines

• What are your objectives?

• Who do you want to reach?

• What do you want to say?

• What do you want to have happen?

Q&A