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KEN TOBIN
SOCIAL
MEDIA
DONEGAL - JUNE 2015
Twitter: @real_ken_tobin
Facebook: /weebizmedia
A BIT ABOUT ME
‘Google Me’
Salem Church Minister
Ken Tobin
NYU Professor
Ken Tobin
Irish Radio DJ
Ken Tobin
Humanitarian
Ken Tobin
Rocket Scientist
Ken Tobin
We just all come up together in the Search Results!
Been There…..
…Still At It!
-Former QS-Small Business Owner-Events & Marketing-Business & Community-Social Media-
Been There…..
…Still At It!
Been There…..
…Still At It!
Been There…..
…Still At It!
Been There…..
…Still At It!
AGENDA:
1. Party Animals – What Type is Your Business?
2. Advocacy
3. Content
4. Using Social Media for Small Business
5. What’s New in Social Media
DONEGAL - JUNE 2015
DONEGAL - JUNE 2015
DONEGAL - JUNE 2015
ADVOCACY
MARKETING
THE POWER
OF PEER TO PEER
MARKETING
A Presentation By:
Ken Tobin for
WeeBiz Media
INTRO
A Brand Advocate
A person, or customer who talks favourably about a brand or product, and then
passes on positive word-of-mouth messages about the brand to other people they
know
Influencer marketing
Defined as a form of marketing that uses individuals who can influence the
decisions of other potential buyers (Key influencers are people, personalities, or
businesses that already have the attention of your target audience. In online
terms: Youtube ‘Vloggers’, Online Personalities, Bloggers)
Loyalty Advocacy
Vs
Don’t Get Them Mixed Up
Loyalty Programmes are about rewarding individual customers for their purchase.
Advocacy is about incentivising customers to tell other customers about your
company.
W OM
ord
f
outh
TAKING A TRUSTED PROMOTION
METHOD AND BRINGING IT ONLINE
Word of Mouth Marketing – A tried and tested form of Promotion, as old as time.
Why Advocate Marketing?
1
Fastest Growing Form of Marketing Internationally
2
Reported Return on Investment of 650%
3
Advocates Influence Decisions of those that Follow
70%
Advocates are
more
Likely to be Seen as a Source of
Reliable Information
Why Should Small
Business Use Advocates
1
Ability to be Personal – Small Business, Smaller
Closer Advocate Network
2
Customers secured by peer referral are more
likely to purchase
3
It’s Affordable
How To Set Up an
Advocacy Network
ColdPlay
Nobody Said It Was Easy!
Key or Peer
There Are 2 Types of Advocacy / Influencer methods – Depending on your goals
and your available budget.
Key
Celebrity or Key Social
Influencer (Blogger etc)
Peer
Multiple ‘Ordinary’
Social Media Users
Why Peer to Peer Is Better for
Small Business
1
COST – Key Influencer’s require Payment for Product Endorsement
2
LONGEVITY – Key Influencer’s are a ‘Flash-In-The-Pan until the next
product needs to be endorsed. Peer to Peer is about Long-Term
relationship building.
3
THAT LITTLE BIT EXTRA – Peer to Peer consider themselves part of a
brands journey and will proactively identify new opportunities for
promotion
WHO ARE MY ARMY?
How Do Small Businesses develop
an Advocacy Marketing Plan?
How to grow your small business army of Advocates to promote your
company…..
Steps to Building Advocates
1 Define Who You Want
2
Define What You Want them to do
3
-
How many advocates?
What Can You Handle?
What Can you Afford?
4
How do you engage with them
- D.M.
- Face to Face
- Phone / Email
- Facebook Group
- Meetings & Events
5
Incentives and Rewards
Customer Only Nights / Special Discounts /
Gifts / Free Lunch / Status / Board of Advisors
CHECKLIST
Who Are They?
What Will They Do?
How Many?
How Will we Communicate?
What Will They Get?
HOW TO BEGIN
USE YOUR SOCIAL MEDIA
RESEARCH & INVITE
FULL NOTES ON
IMPLEMENTING AN ADVOCACY
PLAN.
EMAIL:
[email protected]
DONEGAL - JUNE 2015
CONTENT
IS KING!
BECOMING
THE SOURCE
& THE EXPERT
A Presentation By:
Ken Tobin for
WeeBiz Media
INTRO
Content Marketing
The process of creating and distributing relevant and valuable content to attract,
acquire, and engage a clearly defined and understood target audience. The art of
communicating with your customers and prospects without selling.
What is Content?
A WeeBiz Media definition: Content is Information that is Relevant to your
business, and of interest to your target customer.
What use has it?
Creating Content is ‘Inbound Marketing’ – You create a ‘pull’ that draws customers
to your business
In the Beginning
In 1605 The first Newspaper was
printed in Antwerp called ‘Relation’
How Was it Funded?
Through payment for articles written.
Every Form of Media relies on Paid
Advertisements and Content to Survive
Who To Broadcast To?
Every form of Media has it’s Core Market, and it’s not
by accident!
EXAMPLE: Irish Television Stations
RTE1 – Mid 30’s+
RTE2 – Mid20’s to Mid30’s
TV3 – Mid20’s to Mid30’s
3E – Teens – Mid20’s
TG4 – Irish Speaking & Rural
IrishTV – Local Interest
Brands:
Lifestyle, Home, Insurance
Travel, Consumables, Technology
Travel, Consumables, Technology
Events, Sports, Shopping
Local, Special Interest
Small Business, Events
How is it Relevant to Me?
Media Companies Produce or Air Content in the form of Programmes (TV
& Radio), Articles (Magazines & Papers) in order to attract a Specific
Market.
This then allows that Media Company to Target Advertisers interested in
that Specific Market to place Ads with them.
What You Need to do is Similar – Provide
Content to Your Target Market so That You Can
Advertise Your Product / Service
Become A Broadcaster!
Social Media is Your own Personal Newspaper
and TV Station rolled into one!
- If You Control the Message, You Control the Audience
- Reach the Audience You Want with the Content You Want
them to See
Where do I get Content?
It’s Called ‘Content Curation’
Google Search – News & Blog Tabs
Facebook NewsFeeds
www.mention.com / #Hashtag Searches
Publications relating to Your Business
*Write It Yourself - Blogging
News Aggregator Sites
Viral Topics & Posts
What Should I Broadcast?
1
2
3
3 STEPS
Who Are You? What Are You Selling? What does your business do?
Who Buys Your Product / Service?
Become a Source of Information
& Entertainment by showing
them what they are interested in,
and what you know.
What Are They Interested in?
- Sports, Hobbies, Events, News….
- That You Supply
- That Others Supply
Examples: Find a business who
compliments yours, or who
shares the same market
Sharing Your own Research
shows the effort you put into
what you do behind the scenes –
Become the Expert
Examples of Content Types
1
Blogs or Articles on Relevant Topics
2
Video or Video Links
3
Photos
4
Quotes
5
Industry Updates
6
Links / Content from other Sites
You Don’t have to write the
content, but only Share other’s
content if it doesn’t link back to a
Competitor
Only share other’s content if
you’ve Read it First – It may not
be suitable!
Consider Paying Someone to
write your Blogs if You cannot
Social Media is a Sharing
Network – If You See someone
post Something You think is
Relevant, then Share It
What Should it achieve?
1
Show Your Knowledge - The Expert
2
Educate Your Customers – What You Do
3
Help Your Customers – Solve a Problem
4
Show How Your Company is Different
5
Cater for the Enthusiasts – e.g, Foodies for Restaurants
6
Tell A Story – Who You Are (Human Side)
What Next?
Create A Posting Schedule
FULL NOTES ON CONTENT
STRATEGIES.
EMAIL:
[email protected]
DONEGAL - JUNE 2015
How To Use
Social Media
For Small & Medium
Business
By:
WeeBiz Media
Rebekah
Radice
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- Creative Commons Attribution-ShareAlike License
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https://www.flickr.com/photos/38235150@N00
Created with Haiku Deck
SOCIAL MEDIA IS ABOUT BEING SOCIAL
Don’t Get Caught Faking It!
Rebekah
Radice
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DONEGAL - JUNE 2015
FORGET EVERYTHING!
IT’S ALL CHANGING…
WHAT’S NEW IN
SOCIAL MEDIA
A Presentation By:
Ken Tobin for
WeeBiz Media
MISSED THE BOAT?
ALREADY IN 2015!
Mobile Friendly / Twitter & Google Alliance / Facebook Purging / Video is King of Content
THE RIFT!
Oculus Rift (Virtual Reality)– Bought by Facebook
Google Walkthroughs (now happening) – FB Walkthroughs –Virtual Messenger Calling
SOCIAL PAYS
Facebook Messenger to Take Payments
FB Groups Have ‘Price’ Function – Pay through FB is next
CREATIVITY PAYS
Pinterest Payment Function in Testing
Like my Picture?, then click the “Buy it” button
PAPER WILL DIE!
Adaptable Content – The Latest ‘Buzzwords’
All Newspapers & Publishers will adapt or die!!
BLOGGER REVOLT!
A Bloody Blogger Apocalypse – They’ll Take Over!
Bloggers & Vloggers popularity will rise! The New Superstars
INSTAGONE?
As Instagram Grows Up, Can It Remain Cool?
FACEBOOK WILL MONETISE INSTAGRAM WITH ADS – WHAT ABOUT IT’S FOLLOWERS?
DON’T MISS OUT AGAIN
Follow us on Facebook!
EMAIL:
[email protected]
DONEGAL - JUNE 2015

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