This document discusses using social media for business purposes without a marketing budget. It provides examples of how to get traffic and leads for free by focusing on engagement, launching an event for the local technology community, and using blogs and social media like Twitter and Facebook. It also discusses how social media analytics showed that direct traffic to their blog from social media resulted in 60% of total traffic to their website. Hashtags and contributing to discussions on platforms like Twitter drove 15% of traffic and 20% of conversions. The document stresses that social media is integral to businesses for communications, insights, product development, sales, marketing, community, and branding. It also notes the importance of owning up to mistakes in crisis communications on social media.

3. Independent business owners and consultants
Technology companies
Startups
Education
Enterprise Trucking
Non-profit

5. Purpose was never likes, shares, or followers
Goal was inbound traffic and business leads. We became free to focus on
connecting with people and building relationships.
With a small budget we had to figure out a way to connect from day one.
No budget for Facebook or Google Ads.

6. Concerns
No budget for extra stuff: Facebook or Google Ads or apps and
creative.
How do we get through the noise? Everyone is shouting on social
media so how do we stand out?
Do we create Campaigns vs Focus on Ongoing engagement?

7. ● Launch event focused on Toronto's technology community
● Matt Hartley from Financial Post was moderator
● attendees included business owners and technologists
● used this event to launch Blog, Twitter and Facebook
● 65 attendees and a list of local influencers we could
immediately network on social

11. 60% of traffic to webpal.net a result of direct traffic to blog.
● importance of Google Analytics & how people are find you
● stay focused on keyword optimization

14. @webpaldotnet - prime tool to share, research, and connect with
potential clients and partners
● hashtags such as #Cloud #healthIT, #edutech, and specific
event #hashtags like #hostingcon
● contributed to 15% of traffic to web
● contributed to 20% of conversions

15. Too Cool For School
Credit Card acquisition and usage

17. ● 8400 people participated in the online campaign
● 118 people shared the campaign on Facebook
● 503 people on Facebook participated

18. Why social media is integral to businesses?
● Communications
● Insights
● Product development
● Sales and marketing
● Community
● Branding
● Social SEO

19. Crisis Communications:
● Usually "owned" by PR.
● However, social media ALWAYS inherits crisis because the
channels are always open.
● What's the truth? Own up to the truth and admit mistakes. Then
aim to make things right.
● Royal Bank example of not owning up to it right away.

21. karim kanji
www.thirdocean.com
karim@thirdocean.com
@karimkanji
416.567.7522