Social Media OYCL Lunch and Learn

1. Social Media OYCL Lunch and Learn May 24, 2012

2. Funnies

3. Funnies

4. 2012 social media landscape

5. social network users • 1.4 billion users worldwide in 2012 • Users continue to grow

6. 2012 Canadian users • Canada has 16.9 million users in 2012

7. online…everything happens so fast…

8. top social media Source: 2012 Social Media Marketing Industry Report

9. social media explained • Twitter: I’m eating a #donut • Facebook: I like donuts • Foursquare: This is where I eat donuts • Instagram: Here’s a vintage photo of my donut • YouTube: Here I am eating a donut • LinkedIn: My skills include donut eating • Pinterest: Here’s a donut recipe with a picture of a donut • Last.FM: Now listening to “donuts” • Google+: I’m an employee of Company X who eats donuts

10. virtual cocktail party • Everyone who matters to you is in the room • Potential clients, new customers, prospective employees • Everyone these days has an online identity • You, and your company, also need to have an identity • Just as in real life, this identity needs to be complete, professional, and true to your nature • More to the point – if you’re not in the room, you’re going to miss opportunities to take part in conversations and make contacts.

11. top awareness drivers • For b2b SEO + social media + pay-per-click are key tools for raising awareness and directing traffic to websites • For b2b SEO rules as the key investment • For b2c social media + PPC are more important to raise awareness, get the talk going and direct consumers to websites to purchase products Source: State of Digital Marketing Report 2011

12. top sites for b2b • Facebook still commands a prime position for showcasing your services or products • Its all about SEO..Search Engine Optimization..Google loves a big brand like Facebook • Use the social media network brands to pull people to your brand online • Oh..and its also about your online footprint which social media helps expand Source: State of Digital Marketing Report 2011

13. Let’s take a quick look at the top social media sites and talk briefly about how you build an enhanced online presence as well as raise awareness of your brand in the local and national construction industry.

14. Facebook • 875 million active users • 50% of users log on to FB each day • Average user has 130 friends • 700 billion minutes per month spent on FB • Average user connected to 80 community pages, groups and events • More than 250 million active users access FB through mobile devices • 56% of users say that they are more likely to recommend a brand after becoming a fan • Facebook is the circle of people you know at the cocktail party that can introduce you to others so you can expand your circle of friends… who will like you  Source: Facebook, February 2012

15. Twitter • 100 million active users, 50 million are active everyday • 34% of marketers have generated leads using Twitter • Brevity is required - each tweet is limited to 140 characters • Use Twitter to link up with others in your industry, ‘follow’ them, ask them to ‘follow’ you, and then tweet on relevant and interesting topics that impact your industry..perhaps not on the lunch truck specials • Be relevant - don’t just post about your company all the time… just like at a cocktail party, the person who only talks about themselves or their own business is booooooooring Source: MediaBistro 2012

16. Twitter talk Twitter has a language all its own that takes a bit to pick up…but its all about re-use of content!! RT = Retweet • Sharing a Tweet posted by another user by reposting on your account Mention • When the @ is used before a Twitter account name (i.e. @TrueCourseComm) you are publically addressing that user and the tweet will show up on their “Mention” feed Hashtag • Used to identify a popular/searchable term that is of interest to a certain group (i.e. #ottawa or #construction) FollowFriday • Denoted by using #FF or #FollowFriday in your Tweet, a way to identify you favourite Tweeters of the week and recommend them to your community

17. LinkedIn • World’s largest profession network with over 700 million users in 200 countries • Executives from all 2011 Fortune 500 companies are LinkedIn • More than 2 million companies have LinkedIn pages • Apparently a new member signs up every second… • Make sure your company has a company profile on this site, and executives should also be represented with individual pages • Find a group or groups where you can make a valuable contribution • Think of this social media property as the corner of the cocktail party where experts are exchanging useful information and ideas specific to their industry Source: LinkedIn, May 2011

18. Google+ • Launched in late June 2011, is currently growing at a rate of one million users per day • In August 2011, Google+ already had more than 25 million users (stats by comScore) - making it the fastest growing online property in history • Build a graphically interesting landing page – photos, awards, certifications and share interesting news stories here. Don’t forget to add people to your circle • Significantly relevant to SEO..hint…who’s the largest search engine? • Think of Google+ as the group of key influencers at the cocktail party, and you want to be apart of the buzz they are creating

19. YouTube • #2 search engine after Google • 35 hours of video uploaded per minute in 2011 • 800 million unique users visit YouTube each month • 700 billion playbacks in 2012 • Demographic is broad: 18-54 • 400+ million YouTube Mobile views per day • YouTube is monetizing over 3 billion video views per week globally • More video is uploaded to YouTube in one month than 3 major US networks created in 60 years • Think of YouTube as “the day after” video of the cocktail party…catching all the conversations and anything else that happened  Source: YouTube, February 2012

20. b2b digital marketing spend trends 2012 • SEO and social media are two main areas of increased investment in the mix of online marketing • SEO helps prospects to better find you • PPC directs prospects interested in your services to your website • Social media gets the buzz started about your product/services Source: State of Digital Marketing Report 2011

21. so why invest in social media? Source: 2012 Social Media Marketing Industry Report

22. HUGE reach

23. what happens when you add social media • 1. Awareness – word of mouth and referrals happen at lightening speed and at relatively no cost to company • 2. Consideration – prospects can see current customers/clients dialogues creating trust and interest builds • 3. Conversion – testimonials and case studies about quality and service delivery help seal the deal by converting prospects to paying customers • 4. Loyalty – social media ensures a tighter retention with more opportunities to share good or relevant industry news • 5. Advocacy – customers actively spread the word – this is the true power of social media (obviously the reverse is possible)

24. what could happen…

25. multiplier effect • Traditional tactics get the message out but social media lends a boost to getting your message/story out • Integrate, add and build your channels • Multiplier effect + huge reach = increase awareness and hopefully, relevancy and infleunce

26. so what • Online lead generation is possibly the digital holy grail • It’s a combination of push and pull as well as the synergy of integrated online marketing tactics and SEO • Timely qualification, collection and follow up on prospects and leads is critical Source: State of Digital Marketing Report 2011

27. who thinks they are a leader? • Search online “commercial construction” • Terms are likely not what the end client is searching but shows results • Using Google – most popular search engine with 90% of searches • Results: OCC – www.ottawacommercialcontractors.com • Site links • Ads • Google Map • Press release • Social media properties • Videos • The goal is to own the page – make regular updates • Relevancy, rich content and optimized backend • SEO + social media = optimized online presence

28. SEO – Local Search Results

29. Google Adwords (PPC: Pay-Per-Click) • Add Company Address + Phone # • Include individual links to website • Measure ROI accurately

30. Social Media – B2B Platforms • Advocacy – folks share what they like • Free advertising platform • Strategically integrate all platforms to work together

31. questions most commonly asked • Measure: How do I measure the effect of social media on my business? • Target: How do I find my target audience with social media? • Engage: What are the best ways to engage my audience(s)? • Sell: How do I sell with social media? • Time: How should I best use my time to maximize my social media results? • Strategy: How do I create a social media strategy? (a.k.a online lead generation strategy) • Tactics: What social media tactics are the most effective? • Tools: What are the best social media management tools? • Use: How do I use the different social media platforms? • Selection: How do I select the right social platform for my business?

32. measure, measure, measure • Start simple • You only know where to allocate effort and resources if you measure • Improvement in social media networking takes time • SEO provides good foundation to build on

33. 5 simple steps • Step 1: Understand what you want to achieve by going social • Step 2: Select the tools and social media properties that will work for you and your business • Step 3: Set achievable goals/targets • Step 4: Appreciate your resources and make a plan • Step 5: Jump in, tweet in, link in….

34. content ideas • Testimonials • Press releases • Project updates & completions • Events • Blog posts • Industry news • Photos, videos, files • Awards, certifications • New clients • Talent search, job postings

35. key principles to social media • Retain transparency • Retain authenticity • Always add value • Build trust – critically important

36. #social media • Top 3 benefits of social media • More business exposure • Driving more website traffic • Providing marketplace insight • 83% of marketers (YOU!) consider social media important • Top 5 social media tools Facebook, Twitter, LinkedIN, Blogs and YouTube • YouTube and Video marketing - #1 next trend • Google+ building momentum, good for SEO • SEO + social media + relevant content = optimized online presence • Takes time – 60% spend 6 hours/week and 33% invest 11+ hours/week

37. Repeat after me…..

38. Thanks for listening, now go and tweet about TrueCourse or change your status!

39. Connect with TrueCourse Veronica Farmer - Chief Navigator, TrueCourse Communications Inc. 613 862 3346 I vfarmer@truecourse.ca I truecourse.ca Follow TrueCourse