Social Media for small business

Driving more Business & reducing marketing costs- using Facebook, Twitter and Social Media

-InnovationCentre, Bentley Tech Park, Oct 29th 2009

Charlie Gunningham

2Social Media – Business Applications


- Goals/Intro, Definitions

- Blogs, Facebook, - Twitter, Youtube, - LinkedIn,

- Policy, Conclusion, and Takeaways


OBJECTIVES

3 things you want to get out of

today?


CAR PARK

things that may have to be handled later



HISTORY


ARPANET, 1968



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?


Net EFFECTS



TRAD ADVERTISER … doesn’t do it for me anymore

http://www.youtube.com/watch?v=heSudg-tfIk





Major shifts happen slowly

- the frog in hot water - climate change- ageing process


NOW Age of Social (media)

1994 Age of Surf

1998 Age of Search


1960-2000

Golden Ageof Advertising


Fragmentationof all media


Demise of trad media


Warren Buffett (May 2009)

“ I would not buy a newspaper stock at any price … their business model is over”


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


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)

http://www.internetworldstats.com/


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


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?)


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, …

http://en.wikipedia.org/wiki/Social_media


Power that is SOCIAL MEDIA

- free- powerful- scares big media silly- elected a President- not being used by your competitors (yet)


TV clips…

OLD Media – controlled “gates of distribution “

but not anymore


“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

http://www.cluetrain.com/

http://www.amazon.com/exec/obidos/ASIN/0738204315/entropygradientr


… people want to talk!


“Markets are conversations”

Every ‘deal’ is a series of

conversations

http://www.iinet.net.au/


So – have a conversation with your mkt

- WIIFT- contribute, join in, - have a clear company policy


Advantages SOCIAL MEDIA

- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)


BLOGS

- a “web log”- leave comments, post- Start your own- video blog (“vlog”)DEMO - http://blog.aussiehome.com, incl back engine

http://blog.aussiehome.com/


BLOGGING SOFTWARE

1. Blogger.com (Google)

2. Wordpress.org (popular, purists)

3. DotNetBlogEngine (Microsoft)

? Who wants to do one right now?


THE RULES…not expensive in $’s

Blog often, blog interesting

Show your passionEncourage staff to blog

Be authenticIdeas spread

Allow public to comment


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?


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?


PODCASTING

- audio file (usually)- record interview, testimonial…- have them downloadable

www.byoaudio.com

http://www.byoaudio.com/


FORUMS

- interactive, Q&A- opinions, learn from customers?- you/they post question points- comments ‘thread’ / link thru’

>> seabreeze.com.au Platforms: BeeHiveForum.net …


Mark Zuckerberg, Founder, Facebook


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



Facebook.com/gunninghamUpdate words/photosWall/Info, News Feed

Comments/LikesFriending PolicyPrivacy Settings

Controls for ads/pages


Set up a FACEBOOK Group/Business Page

Invite ‘fans’publish events, goings oninteractive shop window

Walls, Photos, discussionsImport blog feed, apps


FACEBOOK Business Page

Link from emails/web siteRun it like your site

Feed from page to your siteUpload videos

Build a community


Post your own FACEBOOK Ads

Direct + targettedSet a budget

Easy to set up, edit, cancel + monitor

16mn+ views ($2300)


Post your own FACEBOOK Ads

Bid / BudgetImpressions

ClicksClick Thru Rate

Cost per ClickCost / Thousand Imp’s




TWITTER in Plain English

http://www.youtube.com/watch?v=ddO9idmax0o




Biz Stone, Founder, Twitter.com



TWITTER! (your own)

55mn monthly UBsGrowing fast

Very easy to update‘micro-blogging’

Word out, top of mindOwn thoughts, profiling


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


TWITTER! (company)

Own domain extension – grab it!Same concept, but company

BackgroundsThemes/#

Saved searchesTweetdeck

Update from mobiles


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


Chad Hurley, Cofounder, Youtube.com


Upload movies to

Obama did 1,67887 mn views

Av age 45-55 yrstag ‘perth real estate’

DIY, free


www.youtube.com/aussiehometv

Creates online vidCode for you to use

‘testimonial mountain’Draws in viewer


LINKEDIN.com

Professional networkingMakes connections visible

Worth being thereEst 2003

40 mn membershttp://www.youtube.com/watch?v=IzT3JVUGUzM

http://www.youtube.com/watch?v=IzT3JVUGUzM

http://en.wikipedia.org/wiki/File:LinkedIn_logo.png


LINKEDIN.com

Professional networkingMakes connections visible

Worth being thereEst 2003

40 mn members

http://en.wikipedia.org/wiki/File:LinkedIn_logo.png


Flickr.com

Est 2004Photo sharing

Galleries, commentsCompany web address

3.6bn imagesBought by Yahoo!


Flickr.com

Tag photosOrganise into sets

Storage for blog pixCreate your own space

Need yahoo email (free)


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


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)


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


Conclusions from today _ what are they - for you?

Take-Aways from today _ what are you going to do about this … as of tomorrow?

http://images.google.com.au/imgres?imgurl=http://www.newstex.info/wordpress/wp-content/uploads/2009/01/publishers-blog.jpg&imgrefurl=http://newstex.com/publishers/blogs-on-demand/&usg=__2scFnq5iDjNmAalu0C5eUqfl50w=&h=300&w=400&sz=56&hl=en&start=11&sig2=EshJEeSQ-T1JpI57IZANYQ&um=1&tbnid=9sSQTc3lrHsGFM:&tbnh=93&tbnw=124&prev=/images?q=blogs&hl=en&sa=N&um=1&ei=INjXSsHhLYSA7QOZwJWgBg


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

mailto:[email protected]