Presentation to the Nova Scotia Boatbuilders Association

Digital & Social Media Marketing Staying Calm and Carrying On

March 2012

Agenda

• Introductions

• Digital dynamics

• Interesting facts

• Who’s doing it right

• Some suggestions

• Q&A

Today’s theme

Who’s using social media or other digital tools?

What’s your biggest question, issue or fear?

Introductions

Who is this guy?

Sales & Marketing Roles Advertising Agencies & Consulting Companies

Past/Current Clients

Today’s digital dynamics

Daily digital interactions

The online laundry list

The new ‘icons’ and influencers

Things, they have a changed

But keep in mind

Here are a few things you should know

What are people doing online?

93% 74% 58%

2010 StatsCan

Top 3 sites visited by Canadians

Experian Hitwise, Jan. 2012

We LOVE facebook

Over 17.2 million

Canadians are on

2012 Checkfacebook.com

Every month, over 70% of Canadian

Internet users visit

Video too...

comScore 2011

Social networking isn’t just for kids

Tech Vibes 2011 and comScore 2012

+15% +46%

Where else are people going?

comScore 2012 (Unique Visitors)

+60%

+39%

+180%

+364%

Q: Which ONE of the following media is your primary source for News?

Source: BBM Analytics OmniVU May 2011 – Adults 18+

But... ‘traditional’ media still has it’s place

Television Radio Newspaper Magazines Internet Out of home

45.2

14.3 15.5

0.8

22.4

0.0

Saying all of that...

Results based examples

http://youtu.be/owGykVbfgUE

Is wasn’t just some silly campaign

• Launched early 2010 - just before the Super Bowl

• Over 33 million YouTube views and 4 billion total impressions

• Within 3 months, volume of body wash shot up by 40%

• Business now at an all-time high for the brand

2011 P&G Annual Report

http://youtu.be/ql-N3F1FhW4

Minivan are cool?

• Primary call-to-action was the YouTube channel

• Saw 199,287 shares on facebook, 4,584 tweets and 687 blog posts

• People could develop and post their own videos

• Toyota Sienna sales up 92.9% - Sept. 2010 vs Sept. 2009

2011 Toyota

So what do that all teach us?

• Tap into a human truth/desire

• Have an idea

• Create unique content

• Ensure integration

• Engage and respond

• Track results

• Adjust and evolve

After going over all that, are you still wondering “why should I”?

Here are the facts...

• Your customers are there

• It’s effective (if used properly)

• It’s scalable

• You get real-time feedback

• It’s free (most are)

• Efforts are trackable

• You have the content

• You can sell online

Looking ahead

Ensure you do the following...

Talk to your ‘customers’ – find out how best to engage them

Map out a plan – goals, content, tools, topics, resources, etc.

Think differently – you can’t use ‘traditional’ thinking in a non-traditional medium

Don’t disregard the past – integrate with the tools you’ve used in the past

Ensure you do the following...

Start slow – don’t overwhelm yourself with digital or social media ‘toys and tricks’

Listen, engage and act – the worst thing you can do is nothing

Revisit and adjust – if it’s not working, change it

Rolling out the plan

Make sure you website is in order

Then look at...

Check out other tools like...

And in the end...

Questions?

Thank you sean@williamsmarketing.ca www.williamsmarketing.ca @swmgroup linkedin.com/in/seanwillliams