This document provides an overview of social media and how it can be used for business purposes. It discusses popular social media platforms like Facebook, blogs, Twitter, LinkedIn, YouTube, and Foursquare. For each platform, it describes what it is, how businesses can create pages or profiles, how to engage with customers, and tips for an effective social media strategy and policy. The document emphasizes using social media to have conversations with customers, build relationships, and gather useful insights for business.

1. SOCIAL MEDIA
… last year’s craze, now
mainstream
-Century 21, Sept 2010
Charlie Gunningham
Manager, reiwa.com

2. 1. Facebook Practicalities
2. Blogging
3. Twitter
4. Other Social Media

3. Mark Zuckerberg, Founder, Facebook
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4. SOCIAL MEDIA – defined
Social media refers to FREE web sites whose
information comes from its USERS.
- incl
facebook, twitter, blogs, youtube, flick
r, slideshare, foursquare, …
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5. “Markets are conversations”
conversations among humans sound human
natural, uncontrived, honest
public switch quickly
tell us something!
(then we might speak to you)
business is only part of our lives, it’s all of yours
The Cluetrain Manifesto: The End of Business as Usual
by Christopher Locke, Rick Levine, Doc Searls, David Weinberger
Pub 1999 : read it for free at www.cluetrain.com
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6. Facebook in Aus
_ Facebook: 8mn visitors (+95% p.a.)
_ MySpace: 2mn (DOWN)
_ Twitter: 1,000,000 (up from 13,000)
_ 70%+ net users visited social netwks (+29%)
_ Twitter the fastest growing
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7. Facebook in the West
_ 780,000 have accounts in WA
_ half are on EVERY DAY
_ more over aged 40 than under 20
_ more females than males
“having a conversation” … “networking”
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8. So – have a conversation with
your mkt
-WIIFT
- think “networking”
- have a clear company policy
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10. Facebook PRIVACY
_ Settings/Privacy
_ set things to FRIENDS
_ only friend people you want to
- check if you know them, want to know them
- put them into LISTS
_ BEWARE case of ‘AMBA FRIEND’
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13. Personal Profile Page
Keep it personal?
Add in business things?
… or use it to administer
your Biz page and Ads
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14. 20 mins on News Feed 2 x a day?
Checking the conversation
Top News / Most Recent
Joining in
Check on fav pages
Add to your page
… then turn it OFF!
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15. Friending Policy?
As many as poss?
Not business?
Only if I’ve met them?
Only if they’re relevant?
Minimal/none at all?
All, but put in lists?
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16. www.facebook.com/reiwa
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17. www.facebook.com/aussiehome
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18. Business Page
INSIGHTS
(also gets emailed Mondays)
FAV PAGES
EVENTS
DISCUSSIONS
FAN BOX
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19. Linda Davis, real estate selling agent, Ledyard, CT
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21. Linda Davis, Ledyard, CT
MY GOAL - top sales person
* concentrate on one area
* personal, be YOU, persist, don’t YELL!
* yes, YOU DO HAVE TIME – prioritise
* have RULES, build relationships
Don’t be “that guy” that abuses it!
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22. Business Page
INTERACT
LANDING PAGE
/USERNAME (> 25 likes)
ADDING FANS (“likes”)
LEARN AS YOU GO
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23. FB Advertising vs Google Adwords
(Pay Per Click – PPC)
Google ads:
Textual
Many of them
30% don’t notice
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24. FB Advertising vs Google Adwords
Facebook ads:
Demographic
targetting
Include image
Only 3/page
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25. FACEBOOK Advertising
Advertising > Create Ad
1. Write Ad
2. Target Ad
3. Decide how to pay
4. Monitor/Manage
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26. FACEBOOK Advertising
CPM
CPC
CTR
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27. FACEBOOK Advertising
Direct + targetted
Set a budget
Easy to set up, edit,
cancel + monitor
27mn+ views ($4000)
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28. FACEBOOK Policy
Addictive
Time Wasting
Haven’t got time!
You need a policy, and stick to it
Have a reason, WIIFT, part of marketing
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29. FACEBOOK 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)
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30. 1. Facebook Practicalities
2. Blogging
3. Twitter
4. Other Social Media

32. 1994 Age of Surf
1998 Age of Search
NOW Age of Social Media
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33. BLOGS
- a “web log”
- leave comments, post
- Start your own
* go search/read/comment*
www.blogger.com or Wordpress
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35. WORDPRESS BLOG STATS
June 2010
- 11.4 mn blogs hosted
- 260 mn visitors / month
- view 2 billion pages / mth
- 66% are in English (9% Spanish)
-350,000 new posts / day
-400,000 comments / day

36. – What do people want?
Communication!
– What do businesses do?
Talk AT,
not WITH customers
www.visitsteve.com
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37. “Markets are conversations”
human
natural, honest
quick
tell us something
business is only part of our lives
talk is cheap, silence is fatal

38. THE RULES…
not expensive in $’s
Blog often, blog interesting
Show your passion
Encourage staff to blog
Be authentic
Ideas spread
Allow public to comment

39. BUT…
expensive in time
DON’T blog if you’re..
trying to sell
boring
a command + control freak

40. BENEFITS?
You’re asking the wrong question, but since you asked…
Better Traffic & SEO to your site
Fun, empowering for you/staff
Listen + Learn from your public
Gather interesting content
What goes around comes around
be the local expert

41. Blogs are fantastic for SEO!
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42. Mark
Anderson’s
BLOG
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44. BLOGGING 101 - eXAMPLES
1. Blogger e.g. fivethirtyeight.com
2. Wordpress e.g. Business2.com.au
3. DotnetBlogEngine e.g aussiehome.com
4. Micro Blogging e.g twitter, facebook, 4square
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45. BLOGGING 101 – fEATURES
- The Post (newest to top)
- Comments (live or moderated?) & commenting
- RSS / subscribe
- Tag Cloud / Categories
- linking to FB, twitter
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46. BLOGGING 101 - iSSUES
- Dealing with spam
- SEO benefits
- Long form (3-4 paras)
- Short form (twitter, updates on FB)
- Security/Risk Management
- Investing the time, who? What? When?
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47. BLOGGING 101 – so what?
Start one?
Start commenting (gain confidence/SEO)
Read lots of them
Decide what you’ll blog about
You do need to be able to write well!
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48. 1. Facebook Practicalities
2. Blogging
3. Twitter
4. Other Social Media

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50. The OTHER Social Media
(besides Facebook/Blogging)
- Twitter,
- LinkedIn,
- Youtube,
- FourSquare
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51. Yes
everyone’s
doing it!
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52. Biz Stone, Founder,
Twitter.com
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54. 3. TWITTER! (your own + company)
100,000+ in Perth
Growing fast
Very easy to update
‘micro-blogging’
Word out, top of mind
Twitter.com/yourname
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55. http://twitter.com/aussiehome
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56. http://twitter.com/reiwa
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57. http://twitter.com/chazgunningham
(or @chazgunningham)
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58. TWITTER! (followers)
Followers of followers
Suggestions
Similar interests (tweets)
As many as poss?
What’s the purpose?
What are you gonna say?
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59. TWITTER! (company)
Own domain extension – grab it!
Same concept, but company
Backgrounds
Themes/#
Saved searches
Tweetdeck
Update from mobiles
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60. TWITTER!
Coordinates S/Media
Excellent search engine
Find info/ppl/companies
Constant broadcast
Twitter box on site
… other uses?
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63. TWITTER!
Think NETWORKING
Get staff involved
Promote page
Pass it forward
Get your tweets passed on
It’s your micro blog
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64. TWITPIC.com
App that synchs with twitter
Take photo, upload +
then it becomes a tweet
with a link to the photo
Can be done from mobile
http://twitpic.com/photos/chazgunningham
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65. LINKEDIN.COM
Facebook for grown ups?
Professionals
Worth having a profile
Online CV
75 million members +
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66. LINKEDIN.COM
Finding people
- By company
- By name
Upload slideshares
Look at suggested connections
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67. Chad
Hurley, Cofounder, Youtube.com
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68. Upload movies to
Free TV station
No hosting bills
Ppl subscribe to you
Tag vids with keywords
Youtube.com/yourname
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69. www.youtube.com/aussiehometv
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70. “perth real estate” search on Youtube…
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71. Upload movies to
What vids?
Who does them?
Embed
Share
Link
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72. Foursquare www.foursquare.com
App >
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78. Applications?
_ download the app, link to FB and twitter
_ add your own business
_ check in, and leave tips
_ tell others about it
_ check in @ work
_ ask people for reviews (tips)
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79. Slideshare.net
_ upload your powerpoint presentations
_ complete your profile
_ be found, share with LI, FB & Twitter
_ ppl can favouritise your prez, subscribe
_ search 100,000’s presentations!
_ free to use; can pay for business apps
_ 80% users are business DCMrs
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80. Devices to help
_ Tweetdeck : to organise twitter and keep
an eye on “tweet streams”
_ Hootsuite : to organise updates to
twitter, facebook and linkedin together
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81. THANK YOU!
- and all the best with social media!
- for these slides, contact me…
charlie@reiwa.com.au 0411 092 669
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