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Social Media Marketing for a 21 st Century Newsagent Facebook: Jeffbullas.com Blog: Jeffbullas.com Twitter: @jeffbullas

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Problem: Digital Disruption

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Why? The Web’s Growth

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Introduction: The Web <ul><li>The Numbers: What has happened since 1990? </li></ul><ul><li>First Website in 1990 </li></ul><ul><li>130 Web Sites in 1993 </li></ul><ul><li>16 Million Users in 1995 </li></ul><ul><li>738 Million Internet users in Asia in December 2009 </li></ul><ul><li>252 Million Internet users in North America in 2009 </li></ul><ul><li>90 Trillion – The number of emails sent on the Internet in 2009 </li></ul><ul><li>1.8 Billion Users in 2010 </li></ul><ul><li>234 Million Websites in 2010 </li></ul><ul><li>247 Billion – Average number of email messages per day </li></ul><ul><li>30 Billion – Photos uploaded to Facebook per year 2010 </li></ul>

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Google: Number One on the Web

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3 Phases of the Web <ul><li>Phase 1: Portals </li></ul><ul><li>Phase 2: Search Engines </li></ul><ul><li>Phase 3: Social Networks </li></ul>

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Introduction Social Media – Video <ul><li>Video: Social Media Revolution </li></ul>

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Some Social Media Facts <ul><li>Facebook has over 750 Million Users </li></ul><ul><li>Facebook has grown by 100 million users in last 9 months </li></ul><ul><li>If Facebook were a country it would be the 3rd largest in the world </li></ul><ul><li>The fastest growing segment on Facebook is 55-65 year-old females </li></ul><ul><li>There are over 155 Million Blogs </li></ul><ul><li>Over 30 Billion YouTube Videos are viewed every month </li></ul><ul><li>In 2010 Gen Y outnumbered Baby Boomers & 96% joined a social network </li></ul><ul><li>The 2nd largest search engine in the world is YouTube </li></ul><ul><li>Twitter passed the 10 Billion Tweets mark in March 2010 </li></ul><ul><li>Twitter received 225 Million unique visitors in February, 2011 </li></ul>

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Social Media Universe

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Social Media Universe: What Technology is Driving The Growth? <ul><li>Hardware Platforms </li></ul><ul><li>Laptops </li></ul><ul><li>Netbooks </li></ul><ul><li>Smartphones </li></ul><ul><li>iPad – coming </li></ul><ul><li>Software – Open Source and open API’s </li></ul><ul><li>Broadband – Faster Cheaper </li></ul><ul><li>Processors – Speed doubles every 12 mths </li></ul><ul><li>Hard Disks – Larger & Cheaper </li></ul><ul><li>YouTube Video: My Blackberry Is Not Working </li></ul>

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Social Media Universe The Challenges of Technology <ul><li>My Blackberry Is Not Working </li></ul>

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Social Media Universe <ul><li>What Drives All this Sharing? </li></ul><ul><li>Keep in Touch with Friends </li></ul><ul><li>Update your Status </li></ul><ul><li>Find News and Stay Updated </li></ul><ul><li>For Research </li></ul><ul><li>For Fun and Entertainment </li></ul><ul><li>Self Expression </li></ul><ul><li>Leave a Legacy </li></ul><ul><li>For Admiration and Affirmation </li></ul><ul><li>Attention Quantification </li></ul><ul><li>The Short Answer: “To Be Heard” </li></ul>

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Social Media Universe <ul><li>Starts with Outstanding Multi-Media Content </li></ul><ul><li>with a Tempting Headline </li></ul><ul><ul><li>Interesting & Well Structured Writing </li></ul></ul><ul><ul><li>Captivating High Definition Images </li></ul></ul><ul><ul><li>Educational and Entertaining HD Videos </li></ul></ul>

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Social Media Universe <ul><li>Social Media Amplifies your Content. </li></ul>

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Social Media Universe <ul><li>Social Networks Provide “World of Mouth” </li></ul>

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Social Media Universe <ul><li>Social Media provides low friction, minimal cost, high leverage “World of Mouth” & spreads your content and message fast and wide. </li></ul>

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<ul><li>Think of Social Networking </li></ul><ul><li>as </li></ul><ul><li>“ Networking on Steroids” </li></ul>

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Social Media <ul><li>Your Website and Blog as Your Home Base </li></ul>

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Social Media <ul><li>Facebook as an Extension of Website </li></ul>

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5 Major Social Media Marketing Channels <ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>LinkedIn </li></ul>

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Social Media <ul><li>Why Blog? </li></ul><ul><li>To establish a home base that you own </li></ul><ul><li>Great for personal branding Eg.”jeffbullas.com” </li></ul><ul><li>Position you as a thought leader in your niche </li></ul><ul><li>Establishes Authority </li></ul><ul><li>Google likes fresh unique content </li></ul><ul><li>Easy to use </li></ul>

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Social Media <ul><li>Why Use Facebook? </li></ul><ul><li>Personal – Fun keeping in touch with friends easily and efficiently </li></ul><ul><li>Business – Generating fans spreading your unique content, blogs, videos </li></ul><ul><li>Pages, Groups and Personal profiles </li></ul><ul><li>Multi-Media rich </li></ul><ul><li>Easy To Use </li></ul><ul><li>Growing at over 600,000 users per day and over 750 million users </li></ul>

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Social Media <ul><li>Why Use Twitter? </li></ul><ul><li>Communicating quickly and virally </li></ul><ul><li>Distributing content </li></ul><ul><li>Connecting </li></ul><ul><li>Promoting Facebook, Blogs, Websites </li></ul><ul><li>Real time search </li></ul><ul><li>Note: More than 225 million Twitter Users 2011 </li></ul>

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Social Media <ul><li>Why Use Linked In? </li></ul><ul><li>Over 100 Million professionals are members worldwide </li></ul><ul><li>Great for networking professionally </li></ul><ul><li>Finding opportunities </li></ul><ul><li>Positioning you as an expert </li></ul><ul><li>Integrate your other sites including company, blog and Facebook </li></ul><ul><li>Average income of LinkedIn member: over $100,000 </li></ul>

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Social Media <ul><li>Why Use YouTube? </li></ul><ul><li>Second Largest Search engine in the world </li></ul><ul><li>Easier to rank higher in organic search than Google </li></ul><ul><li>Important if you are connecting to “Gen Y” </li></ul><ul><li>Free </li></ul><ul><li>Easy to use </li></ul>

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Provide Social Subscribing and Sharing 1.Subscribe or Follow 2. Share

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<ul><li>Social Media </li></ul><ul><li>Marketing Tips for a </li></ul><ul><li>“ Newsagent” </li></ul>

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<ul><li>Newsagents Have Always </li></ul><ul><li>Done Marketing Differently! </li></ul><ul><li>Traditional marketing doesn’t work! </li></ul><ul><li>So networking, building relationships and being known as the local community “Experts” </li></ul><ul><li>does work! </li></ul>

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<ul><li>Conversations & Building Relationships </li></ul><ul><li>Social Media marketing is about having conversations building relationships and community. </li></ul><ul><li>Sound Familiar! </li></ul>

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<ul><li>New Tools & New Ways of Working </li></ul><ul><li>Social Media gives us a new set of tools to participate in these conversations </li></ul>

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Social Media Marketing for Newsagents <ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>LinkedIn </li></ul>

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Social Media Marketing Video: Social Media ROI: Socialnomics

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Social Media Marketing <ul><li>According to Wikipedia there are over 155 million blogs worldwide </li></ul><ul><li>Setting up and Optimizing Your Blog </li></ul><ul><li>Buy your own domain name not a sub-domain or name under TypePad or WordPress .. buying a homebase is a lot better than renting one. </li></ul><ul><li>Purchase a theme such as WordPress theme that can be optimised for Search </li></ul><ul><li>Post content regularly (at least once a week) .. Search engines love new unique content </li></ul><ul><li>Promote your Blog on Twitter regularly (Google now has real time search feed into Twitter API) </li></ul><ul><li>Include share buttons to other social media channels on each blog post so visitors can add your blog and posts </li></ul><ul><li>Start building your email subscriber database </li></ul><ul><li>Tips </li></ul><ul><li>Solve problems with your posts. What do your customers worry about? </li></ul><ul><li>Provide Topical “News” and “How To” articles </li></ul><ul><li>Write great headlines </li></ul><ul><li>Send out email newsletters that link to your website, blog and Facebook page that drive traffic to your site and provide feedback and comments </li></ul>

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Social Media Marketing Community Expert

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Social Media Marketing <ul><li>Remember! -Your Blog as Your Home Base </li></ul>

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Social Media Marketing <ul><li>Over 225 Million Users in February, 2011 </li></ul><ul><li>Setting Up and Optimizing Twitter </li></ul><ul><li>Include a photo </li></ul><ul><li>Add your Facebook or Website’s URL when setting up your account </li></ul><ul><li>Write a “Great Headline” </li></ul><ul><li>Place a “ReTweet” button on your blog articles to make it easy to “share”. </li></ul><ul><li>Include “Follow me on Twitter” buttons on your emails and blog </li></ul><ul><li>Leave at least 20 characters spare (make your tweet no longer than 120 charcters), so that it allows room for people to “Retweet” your “Tweet” with comments like “Great post” </li></ul><ul><li>Almost always include a link back to your blog, or Facebook page in your tweet (don’t waste a Tweet), this is a significant traffic driver for bloggers. </li></ul><ul><li>Tips: </li></ul><ul><li>Develop a targeted Twitter following </li></ul><ul><li>Listen, engage and communicate and build loyal followers in your community </li></ul><ul><li>Create a live feed on the corporate brand name eg “BondiNewsagent” to see what the world is saying about you </li></ul><ul><li>Tweet your specials, latest magazines that have turned up in store, Lottery news </li></ul>

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Social Media Marketing <ul><li>3 Billion Video Views Per Day – Comscore May 2011 </li></ul><ul><li>Setting up and Optimizing YouTube </li></ul><ul><li>Create your own branded YouTube Channel </li></ul><ul><li>Link to your Blog, Facebook fanpage or your website to make it easy for people to link back to your site </li></ul><ul><li>Put the category such as [Social Media Marketing] in Brackets before each Title of your video </li></ul><ul><li>Put “Tags” in your video tags section, make them relevant to your video title </li></ul><ul><li>Again promote your YouTube video on Twitter and place them on your blog in a Video or YouTube Channel section </li></ul><ul><li>Tips: </li></ul><ul><li>Interview senior influential people in your community </li></ul><ul><li>Create information videos that educates clients while you sleep </li></ul><ul><li>Create online videos that updates the latest local news or even lottery results </li></ul>

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Social Media Marketing <ul><li>There are now over 100 million members on LinkedIn </li></ul><ul><li>Setting up and Optimizing LinkedIn </li></ul><ul><li>Create a public profile (don’t lock it away) </li></ul><ul><li>Use the questions and answers feature to start conversations, create community, and </li></ul><ul><li>Position yourself as a Thought Leader or expert by answering questions, </li></ul><ul><li>In your homepage activate your Twitter link </li></ul><ul><li>Activate your blog feed to your homepage on LinkedIn </li></ul><ul><li>Integrate “Slideshare” into LinkedIn </li></ul><ul><li>Make sure your websites and blogs (you can enter 3) includes My Company, My Blog (jeffbullas.com) and My Facebook “Page” URLs </li></ul><ul><li>Tips: </li></ul><ul><li>Update your posts on LinkedIn after publishing. </li></ul><ul><li>Participate in one of the 900,000 groups that is suitable for your target audience </li></ul><ul><li>Create your own group that doesn’t sell but provides a forum for your industry niche </li></ul>

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Social Media Marketing <ul><li>Facebook has over 750 million Members </li></ul><ul><li>Setting up and Optimizing Facebook </li></ul><ul><li>Use a group or page profile for your business </li></ul><ul><li>Choose a vanity URL eg “BondiNewsagent ” </li></ul><ul><li>When you post content, always include video or imagery. Facebook users are very visual. </li></ul><ul><li>Publish fresh content at least once a day </li></ul><ul><li>Analyze and optimize using the Facebook Insights Tool </li></ul><ul><li>Tips: </li></ul><ul><li>Start building a Facebook Fan following and grow your online store and community tribe on Facebook. </li></ul><ul><li>Make it easy for people to ‘like’ your page on your blog, email and other online properties. So you “Crowd Source” sharing </li></ul><ul><li>Engage communicate and get feedback in real time </li></ul>

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Facebook 8 Ways to Market with Facebook <ul><li>Create a community portal </li></ul><ul><li>Capture emails </li></ul><ul><li>Grow Facebook ‘Likes’ </li></ul><ul><li>Drive traffic to your online bricks and mortar store </li></ul><ul><li>Drive traffic to your online store </li></ul><ul><li>Highlight products with an online catalogue </li></ul><ul><li>Sell products from your F-commerce store </li></ul><ul><li>Capture feedback and comments from customers </li></ul>

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Facebook: Case Studies Red Nose Day: Capturing Facebook “Likes” and “ Email” Subscribers

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Facebook: Case Studies Vintage Marketplace: Facebook Catalogue

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Facebook: Case Studies Livescribe: Facebook Store

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Facebook Case Studies BabyandMeGifts.com Facebook Shop

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Local Social Deals

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Key Takeaways <ul><ul><li>Create a community portal </li></ul></ul><ul><ul><li>Grow email subscribers </li></ul></ul><ul><ul><li>Increase Facebook likes </li></ul></ul><ul><ul><li>Highlight specials </li></ul></ul><ul><ul><li>Sell from Facebook </li></ul></ul><ul><ul><li>Make it easy to share and subscribe from your web store </li></ul></ul><ul><ul><li>Create Valuable Online Assets </li></ul></ul><ul><ul><li>Think social & digital </li></ul></ul>