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Social Media Conundrum Is your organization feeling threatened by today’s technology advancements? Do you feel you’re spending more on marketing than you should be? Or perhaps not sure how to pursue new methods of online marketing? Have no fear. Here are a few simple considerations to overcome those barriers and get your organization online using social media. What is Social Media? Often times we wonder what ‘social media’ means. Let’s keep it simple; social media is a form of online communication through an interactive portal to connect to thousands of people. You can decide to communicate through the use of multimedia – Ie. photos, videos, audios, blogging or micro-blogging, writing articles, snippets of text; or merely network with others with similar interests. Does Social Media Work? A 2012 Social Media Marketing Industry Report stated that, “85% of all businesses that have a dedicated social media platform as part of their marketing strategy reported an increase in their market exposure… and 58% of businesses that have used social media marketing for over 3 years reported an increase in sales over that period.” Social Media isn’t ‘one size fits all’. Just like everything else, we must shop and choose the platform that best suits the organization. It may be appealing to set-up multiple profiles, but by not fully utilizing the platform, it may damage the organization’s image. It’s best to start with one platform to learn its idiosyncrasies; capitalize on the audience by figuring out what type of content works best, then leverage it with other platforms that suit your goals. In addition, it’s not all about product news; rather it’s an opportunity to engage different social relationships in different ways. Online marketing suites like www.Vengeo.com allow smart businesses or non-profits to act like the big boys, with a ridiculously low cost Do-It-Yourself all-inclusive solution to package content bigger and richer than just ‘snippets of info’. Consider online feedback forms; or acquire attendees through your social calendar; send email blasts and newsletters, or simply showcase your brand with media in web pages that you can control! The key is to use these tools to capitalize on a breaking trend, and quickly create an adventure whereby followers will organically multiply your brand for you. Which Social Media Platform Should I Choose? Facebook, Google+, LinkedIn, Pinterest, Tumblr, Twitter, YouTube, and more! “Which one do I start with?” is the most commonly asked question. There’s a lot of social media platforms available, however, let’s focus on the top 3 platforms: “As a past business owner and entrepreneur I know irsthand the long hours and frustration running a business can be, especially when you found a new business like I did. Let me manage your insurance needs, because I understand the details and ine print of insurance. I will make protecting your business a little easier.” “Call me and see what my business and insurance experience can do for you.” Lars Rittmann lrittmann@erb-erb.com 800-265-2634 ext 213 30 Queen St. N. PO Box 2670 Kitchener, ON N2H 6N2 www.erb-erb.com Toll Free: 1 800 265 2634 Web: www.erb-erb.com Follow us on Facebook & Twitter 1. Facebook - the most widely used platform for friends and family, and with over one billion users, has evolved to also embrace businesses to create a giant networking eco-system. Facebook is a great tool to develop ‘relationships’ and ignite brand recognition. 2. Google+ - a relatively new platform, that’s quickly being identified as the tool for businesses to increase their brand recognition in the world of social media. It’s a tool that allows businesses to create specific communities to market more strategically. 3. Twitter – a ‘texting’ platform to build relationships with customers and the community. Twitter is used to post real-time comments and news, special offers, and/or product updates. The Twitter ‘hashtag’ is a clever use of 140 characters to increase the viewership of topic-specific searches within the ‘twitterverse’. What’s the Cost of Using Social Media? Joining social media sites is almost always free! The real cost is your time and energy. Also, in order to maximize your impact, your content delivery has to be timely. Online social trends, or ‘trending’, requires you to be part of the short-term story, otherwise you have kind of missed the boat. And, although supplementing your website is a good idea, ‘pulling’ customers to entertain them there is much harder as more and more people hang out at the social sites. So today, to be more effective, you must PUSH relevant and timely content to specific demographics. 6
Think of participating at a social media site like the way Walmart prepares to open a new location – they evaluate the neighborhood then build their presence, then they ship trucks of content depending on the region, season and needs. For a small organization, competing at that level can be an expensive proposition, especially if you’re using third-party services. Online marketing tools like Vengeo help you put that content together to populate your ‘social stores’, by yourself. How do I Get Started? As Nike would say, “Just Do It”! Take a small step and discover the others along the way. Your fears are likely associated with not knowing about social media, especially if you’re not ‘tech-savvy’. Get over it. Turn on the computer, head onto the internet; perhaps visit a couple sites or sign up to a social media tool. Social media can greatly help organizations increase brand recognition, develop an online digital footprint, and connect to billions of customers around the world. Author: Anna Nguyen Front of House Manager Innovation Guelph Phone: 519-265-4495 Email: anna.nguyen@innovationguelph.ca Website: www.innovationguelph.ca for Not for Profits Attract and Retain the Best Talent The Guelph Chamber of Commerce has two Group Benefits programs for members only: the national Chambers of Commerce Group Insurance Plan, and the local Cooperators Group Benefits Plan. Both programs offer outstanding value including medical, dental, and long-term disability. If you are a Not For Profit Business with Paid Staff and join one of our group benefit plans, your membership will be at the Non Profit with unpaid staff rate, presently a savings of $196 off your Chamber membership. www.guelphchamber.com Winter 2012 www.guelphchamber.com 7
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