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How Bausch and Lomb’s 1985 Everest Expedition Sponsorship Started a Trend

Unless you’ve been hibernating under a rock for the last year you’ve at least hear about Social Media marketing.

Using sites like Twitter, Facebook, Linked In, Youtube, Stumble Upon…I could go on and on here…to connect with others is the core of Social Media. Using them to increase exposure for your business, charity, rock band, whatever, is Social Media marketing.

The difference is subtle but it’s worth noting. When you’re using Social Media as a marketing tool it’s unlikely that anyone will be interested in what you had for breakfast as a Twitter post. If I’m following you on Twitter and the only content you’re providing is your opinion of the outfit worn by Rachel on Glee this week, you can bet I’ll be dropping you pretty quick.

While Social Media is not particularly discerning in who it attracts, the marketing aspect is. Twitter is a great example of how “who” is much more important than “how many”. The great benefit for sites like Twitter and Linked In is that they allow you to target your market. In fact, industry vernacular would suggest that you can “laser” target the people or businesses that will, most-likely, be interested in what you’re selling.

So, who’s gaining the most from Social Media marketing? Definitely small companies or sole proprietorships who do not have an large marketing budget. Since marketing through Social Media is considerably more cost-effective (when done well) than traditional marketing methods, those willing to embrace new technology and engage their audience are seeing the greatest results.

Outside the box, to use an overdone cliche, thinking is necessary to set one company apart though. Simply posting content isn’t going to cut it in this age when everyone is starting to see what a great Social Media marketing campaign can do for them.

It actually reminds me of a great story. In 1985 a 46 year old, below the knee amputee, Tom Whittaker, wanted to mount an Everest Expedition. He needed a sponsor. The usual type of sponsors, North Face, Patagonia, etc were already full-up-to-their-ears with climbers. So Tom approached a completely unlikely company, Bausch and Lomb. Until that relationship was established, no one thought about a eyewear company as an expedition sponsor. Now it’s done all the time.

Thinking about the business relationships that will be mutually beneficial takes some time and consideration but when it’s done well, it can see you sitting at the top of the world! (see what I did there? I hearkened back to the whole Everest thing 🙂

November 4, 2010by jax
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Here are some recent projects. Feel free to poke around my site and drop me a line if you think you'd like to work with me.


Hotel Iguanazul - Costa Rica
Hotel Iguanazul - Costa Rica
This client needed a site that integrated with online travel agents and merged calendars for guest bookings. While the design is simple and elegant, the backend is very robust. I added an additional solution to give hotel staff on the ground the ability to take bookings over the phone or in person without sacrificing the calendar sync.
North Vancouver Realty Blgo
North Vancouver Realty Blgo
This site was created to compliment North and West Vancouver Realtor, Elizabeth Dyer's, growing real estate business. Liz felt that providing people with real experiences from the North Shore would help them get a true feel for what it's like to live in this amazing place. The site is growing daily with new posts and new tech like vlog posts!
Layne's Way Environmental Interior Design
Layne's Way Environmental Interior Design
I created this site for my daughter Layne who is just about to graduate high school. We worked on it together as a tool to help her realize her dream of becoming an Interior Designer. The site is used for post-secondary admissions and scholarship opportunities. It also showcases many of Layne's extra curricular activities.
Women In Leadership ~ National Women's Leadership Organization
Women In Leadership ~ National Women's Leadership Organization
Jacquie McCarnan is the National Director of Social Media and Online Outreach for the Women In Leadership Foundation. She is also "keeper of the brand". With chapters in 4 Canadian cities, the WIL online presence is an extremely intricate part of the Foundation's overall community outreach. We conceived and built individual sites for each chapter, trained each chapter rep and provide continued support through the national head office site. By giving the chapters some autonomy to construct their own content we have seen a considerable increase in online engagement; not only from the website(s) but from all social media outlets as well. We also initiated, planned and constructed processes to make the social media engagement a turn-key solution for each chapter since all chapter members are volunteers. In less than a year WIL has become the most robust online presence of all Canadian women-centric non-profits. (big round of applause :)


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