Integrated Social Media

Integrating

Why social media?

Because…social media has changed
marketing, advertising and public relations


Consumer dictated and community
generated


Businesses are having to be more
transparent


New opportunities have emerged

http://vimeo.com/2897291


http://spotthezombiemanitoba.com

What is social media?

What is social media?


Content sharing on the web


Thoughts, photos, video, games, events


Platforms: Facebook, Twitter, Blogs,
Email, YouTube, Flickr, 4Square…?


Personal Connections


Socialnomics
http://www.youtube.com/watch?v=fpMZb
T1tx2o


Common SM tools


http://www.socialmediaexaminer.com/social
-
media
-
marketing
-
industry
-
report
-
2011/


Complementary
marketing
channels

What do they do?


Facebook: The premier social networking site where you can add friends,
post photos, share your life and join groups


Twitter: Share information, “follow” other people and get your information
out as a “live” stream.


YouTube: It is the Social media channel where you can upload and share
Videos, subscribe to channels and again add friends


LinkedIn: A social media site that operates primarily in the professional
networking and business relationships segment


Flickr: An image/ video hosting website, web services suite, and online
community


Digg: A social platform that enables you to post your articles and others can
vote on whether they like your story or not.


Blogs: An interactive way of sharing content and receiving comments


Wikipedia: The socially generated encyclopedia which is updated and
edited constantly by the online community


Foursquare: and other geofinding/mapping technologies


Others? PinInterest, Google’s Instagram…..


When do you use social media?

When your audience wants it.


Voyageur Game to orient 8
–

14 year olds pre
-
arrival to Manitoba


Name the Infrastructure Gallery with interactive contest and games


Where does it go?

Beyond borders and platforms

AIME Credit Union Awards

Who uses it?

Who uses it?

Larger corporations


Customer service


Increase awareness of new products/services/innovations


Humanize your brand


Fun campaigns


Small Business


Increase awareness of new products/services to people who already
know you


Customer service


Make more personal connections


Group buying


Non
-
profit


Awareness


Event promotion

If you build it will they come?

Map Directory




Add street
level
information


Add pictures
of key

service
buildings

How does it work?

The Globe and Mail says…


Be short, fast and on trend with messaging (before trend is better)


Connect your brand to popular content or trending topics.


Facebook: act like a person, not a brand
–

users are already tired of
obvious marketing ploys.


Twitter: be interesting, not salesy
–

don’t bombard, and only put up
on
-
brand tweets
–

the appropriate frequency is once a day.


LinkedIn: start or join a group, post a job, keep all employee
accounts up to date.


YouTube: act like an expert, not a salesperson or a commercial
(same as above).


Use social media as a bridge
–

direct mass media and trade
publications to your platforms to capture individuals.


THE PLAN


Objectives, strategies and tactics


Then, target your audience


Solve your community’s most important problems


Allocate resources to generate/manage content


Create the plan:

○
Mindmapping/logic models (Freemind, Xmind, Mindjet)

○
Editorial content plan (docs.google.com)

○
Keyword plan (Google AdWords, Wordtracker)


Schedule publishing (TweetDeck, HootSuite,
SocialOomph)


Tag the Living Flag,

you’re it!


Social Media Strategy 4 Canada Day Living Flag 2011


Use multiple social networks to reach target audiences to pre
-
register to participate in the Canada
Day Living Flag 2011 event, and to stay engaged with Downtown BIZ social media post
-
event.



Tactics


Have Downtown Peggy “Like” the event on Facebook and have it showing as an event on her
calendar. (Participants need to be Facebook friends to be tagged in picture.)


Post the event on Twitter and seed prime blog sites.


Encourage tagging of friends in aerial photo on Facebook.


Apply to enter the event into the Guinness World Book of Records as “the most participated
“aerial” one
-
day outdoor event in Canada”. (Research is required to scope the criteria that
would qualify for a record.)


Online volunteer registration and process.


Online participant registration including T
-
shirt size.


Printable forms and confirmation of enter to win Bombers tickets.


Incentives to participants to tag themselves and friends in the flag photo post
-
event to win
tickets to Bombers games.


Interactive online map game “scavenger hunt” for coupons to BIZ restaurants and retailers
(driving traffic from social media to BIZ website), if interactive new media sponsor is available.


How Fast is SM growing?



Twitter grew 1444% in the last year


Twitter registers 18 million new users every year


Time spent on Twitter is up by 175%


Every day bloggers publish approx. 900,000 posts


YouTube is now the second largest search engine


Facebook is now the number one photo sharing
site


Social networks now rate second only to email in
marketing tools


Facebook


Build pages
http://www.facebook.com/pages/create.php


Connect
https://www.facebook.com/ads/


Create (offers, expertise, fun, insider’s peek)


Engage with community content (anticipate,
it’s too late if you are just responding)


Measure through FB Insights

http://www.facebook.com/VW?sk=app_6009294086

http://www.facebook.com/NHL


YouTube



Second largest search engine


Go viral


Compliments other social media tools


http://www.youtube.com/watch?v=N9oxmRT2YWw&feature=mfu_in_order&list=UL



What is Twitter?



A micro blogging site that allows you to
“network” with whoever you want,
whenever you want


140 character posts


Searchable


Convenient mobile phone app



Do Twitter


Plan is advance


Be consistent


Monitor Twitter to find out who's talking about you,
your employer, your colleagues and your competitors
using Twittersearch


Be personable yet professional; don't say anything
you don't want everyone to hear


Share links to interesting content


"Follow" people whose tweets you find interesting


Don't feel you have to keep up with reading every
message in your Twitter feed


Keep it casual. It’s about relationships

http://video.pbs.org/video/1282932868


Don’t Twitter


Don’t choose a hard to remember
username


Post more than about 120 characters


Tweet too little
—
or too much


Ask for more than you give


Use the reply function when you should
use a direct message


Post when you are frustrated or angry


Forget about your profile page


Group Buying



Social awareness opportunity



30,000 people on the Groupon mailing list


encouraged to share the deal to earn credits


SwarmJam
-

Newspaper exposure


Cost: The discount + 1/2 the revenues


Beware:


Over
-
selling


Ratings


Have a follow
-
up plan!

http://youtu.be/QhkecE3
-
VRs

Paid Advertising



PPC (Pay
-
per
-
click) vs CPM (Cost per
thousand impressions)


Use PPC when you have a specific goal
ie. drive traffic to site/page, make a sale,
increase “Likes”


CPM
–

awareness


Pay LESS CPM by starting with PPC

How do you measure it?



Allows service providers to monitor traffic


Allows IMD to monitor network usage

3
rd

Party Website Network

Tracking Results
-

ROI


Social Media ROI


What is your goal?


Tracking


Comparative analysis


Technorati, Google Developer Tools


Search Engine Marketing


Organic vs Paid Search (
Google Adwords
,
http://freekeywords.wordtracker.com)


Keywords


Bidding


Ad Copy


Legal Help Centre

Share Space Awareness Building Tactics

1.
Editorial Plan

2.
Website (visual, navigation, and CanadaHelps.rog

3.
Social Media Tactics


Facebook with emphasis on Manitoba Justice processes contrasted against traditional aboriginal and ethic
newcomer justice experiences
–

from the client’s perspective. Leverage community justice spokespeople.


Publish events including community workshops, consult opportunities and referrals.


Publish success stories.


Link to main service provider referral websites, if these are grade 6 English and client
-
centric.


Link Twitter and other networking engines to Facebook.


Add interactive, moderated content.


Connect with positive constituent blogs on Facebook.


Leverage appliances on Facebook to extend friends network.


Register and position CanadaHelps.org buttons to donate directly online by PayPal on website and Facebook
to attract $25,000 for training video modules and other AV. Crowd funding.


Potentially partner with Broadway Neighbourhood Community Centre “Just TV” community access production
facilities.


Develop an online social networking donation campaign leveraging Facebook, Twitter, strategic blog,
discussion groups, and other agencies online networks.


Develop training sponsorship campaign to recruit youth advocates

4.
Share Space Media launch

5.
Community e
-
news, e
-
blast and newsletter


Legal Help Centre

Evaluation


Awareness: Intermedia baseline before campaign launch, incremental
indicators


Web metrics:

o
Website indicators unique visitors, transactions, average duration, search
engine referrals.

o
Online pop
-
up survey for client and volunteer inquiries.

o
Online hidden pages for media or mentor volunteers containing personal stories
and profiles will be tracked based on unique URL address.

o
Twitter, Facebook and other social media tracking devices to be determined
(e.g. Technorati.com, Google Analytics)


Youth Advocate/Video Production Fund: CanadaHelps.org PayPal and
direct donations


Introducing today’s journalist





Why Social Media Newsrooms?


Traditional
–

one way communication

Social media
–

multi
-
channel communication



Encourages broad, bi
-
directional communication and information sharing
among a more diverse audience.


Accessible not only to media, but anyone you want to connect with


More than 80% of internet users are active in social media


These people expect business to have a social media presence too


Journalists and bloggers need good content with pictures, videos, etc


Makes it easy for journalists and blogger to find and share your content



Traditional


http://www.rbc.com/newsroom/2011/0119
-
rrsp
-
less.html


http://www.georgebrown.ca/medianewsroom/index.aspx


http://www.caamanitoba.com/news/newsroom.jsp


Social media newsroom


http://www.opel
-
connect.com/


http://newsroom.cisco.com/dlls/index.html


http://newsroom.electrolux.com/us/


http://www.google.com/press/


Why blog?



To express your thoughts and opinions


To market or promote something


To help people


To establish yourself as an expert


To connect with people like you


To make a difference


To stay active or knowledgeable in a field or topic


To stay connected with friends and family


To make money


To have fun and be creative



http://www.chrisd.ca


http://www.winnipegfreepress.com/opinion/blogs/


http://manitobaliberals.blogspot.com/


Are bloggers journalists?



52% of bloggers consider themselves journalists.
(source: PR newswire study 2010)


This is up from 1/3 of bloggers felt this way in the
previous survey



91% of bloggers use blogs and social networks
“always” or “sometimes” for research


Compared to 35% for newspapers



64% of bloggers and 36% of online reporters use
Twitter as a research tool for stories


Compared to only 19% of newspaper and 17% of
print magazine reporters


Bloggers are new mainstream



Treat them the same way you would a
journalist!


Don’t inundate them with press releases


Target bloggers by topic, reach


Start with the blogger, then go to the
community.


Engage in conversation, not spin.


Utilize the same resources for blogs as you
would for a newspaper reporter.


RESPECT!


Tips for Good Blog Posts



Make your opinion known


Link like crazy


Write less


250 words is enough


Make headlines snappy


Write with passion


Include bullet point lists


Edit your post


Make your posts easy to scan


Be consistent with your style


Litter the post with keywords



Challenge: fude.ca


Connection

Community

Customer Relationship Management

Content

Communication

Context

Commerce

Customization


SEO





www.fude.ca

Connection

Links to Outside Sites


Reserve Online
-

opentable.com


Mobile Maitre D
–

mobilemaitred.com


Manitoba Chicken Producers
–

chicken.mb.ca


Google Map, Pay Pal


Social Media: Facebook, Twitter,
Blog Posts

Outside Links to Site


Urban Spoon Winnipeg


Menu Manitoba


Various Reviews done and no
link provided ex Yelp


Blogs


Listed on Winnipeg restaurants
sites
–

not all are linked such
as winnipegrestaurants.ca



Most links do not open a new window, which will stray the consumer
away from the original site.

Community


Shared interest = Contemporary Fine Dining + Unique Experience



Firm
-
to
-
User
–

“about us” section, catering, promos


User
-
to
-
Firm
–

vlogs, written reviews, menu & food ideas


User
-
to
-
User
–

“Tell a Friend”, social network connections



Customer Relationship Management


Relational Databases

o
log in upon entry




Integrated Marketing
Communications

o
promo offers for new guests

o
discounts to regulars


Capabilities for Dialogue

○

social networking

○

vlogs

○

message boards

○

reviews



Loyalty

o
customer input

o
customization brings loyalty

o
promos/discounts

Content


Pop
-

up screen with offers


Links to:


-

Facebook


-

Twitter


-

Mobile Maitre D


Testimonials (graphic animation
–

scrolling words)


Drop
-
down menus


Contact information


Communication


Firm
-
to
-
User: (primary static broadcasting at clients, mimics
dialogue)

o
Segmentation VIP detected thru Pop
-
up offer

o
Firm generates Facebook (701 friends) events, video reviews (stale)

o
Mass emails, pop
-
up data collect, auto response to subscribers

o
Non
-
fillable PDF apply to work online, unable to email back

o
No auto content update of FAQ


User
-
to
-
Firm: (none on Fude.ca)

o
Leverages PayPal gift cert. and OpenTable reserve software

o
No user submit reviews (produced, edited and filtered)

o
No RSS Twitter or user blog feeds detected

o
Customer Service Request (OpenTable 1986 NA users)

o
No Contact Us accessible


User
-
to
-
User: (none to minimum moderated)

o
No Instant Messaging, social frame built

o
Facebook promotes events, not owned by community

o
Twitter
–

not found, communication controlled by firm

Search Engine Optimization


Web Page Title
–

Winnipeg Restaurants, great Winnipeg Restaurants


Keywords “best restaurant in winnipeg, winnipegs top restaurant,
winnipeg restaurants“


When keywords are googled
–

Fude comes up in the top 5 searches


Fude’s website
–

Java Script
-

Search engines target html


Site Map is missing



A few other points

+ Horizontal top
-
page navigation bar

+ All internal pages link to home page

+ Exchanged links with reputable sites such as Urban Spoon, 10
Best, winnipeg.menuplace,

Context

Provides

Does not provide


Ease of navigation


Usability


Crude menu writing


Media available


Good graphics


opportunity

Commerce


Online reservations


Order gift certificates


Order food for delivery


Ease of use instructions

Customization


Tailoring

Personalization


Monthly featured
specials


News & Events


Reviews


Links for social
network sites


Not a lot of
personalization

Bonus Challenge


How do you encourage newcomers
overseas to plan finances for settling in
Manitoba, before they immigrate?





Planning Calculator



50% did not make a financial plan


60% did not research working in their career


Small sample, based on participants in 2009 focus session.


What’s trending in 2013?

http://www.youtube.com/watch?v=YFUMZ_o6l2
s


Stay ding free!


Words with Wings Communications

e
wordswithwings@shaw.ca


Yvonne Swiderek