cc pres small business forum

How to market your business in the changing world of media.

Catherine Caplice

Vice President, Marketing

Commerce is about

Connections and Conversations.

1st Era of Commerce: Survival

2nd Era of Commerce: Currency

3rd Era of Commerce: Telephone

4th Era of Commerce: Online & Social

1990Launch of

World Wide Web

19901st search

engine “Archie”

19921st

smartphoneIBM

“Simon”

1998Google

launches

2000Google

offers pay-per-click programs

2001Term “search

engine marketing”

created

2002RIM

launches 1stBlackBer

ry

2004Facebook launches

2005YouTube launch

2006Twitter

launches

2007Apple

launches 1stiPhone

1952Cable TV

launched in Canada

2003LinkedInlaunches

The rules have changed.

Information was LIMITED Information is FREE and ACCESSIBLE

YOU managed what YOU wanted to share

YOUR BUYER finds, creates and decides what THEY want to share

The New Rule: Become part of the conversation.

Social media lessons from Zipcar

3 simple ways to connect, converse and get found.

1. Know your Customers.

• Who are they?

• How do they find you?

• Where do they find information about you?

TIP: • ASK your current Customers

where they heard about you?

• Why they shop with you?

• ASK for feedback on your products and services!

2. Create a message that connects.

• What’s most important to them and their situation?

• Build your messages around their biggest needs or aspirations

TIP: • OBSERVE what your current

Customers buy today and when they buy

• Free service consultations or product samples are great incentives for new Customers to try you out!

• If your customers are on the go, you need to follow…

3. Be easy to find.

TIP: • BE ONLINE and be SOCIAL with

your business– Facebook– Twitter– LinkedIn

• ALL feedback can be used to your advantage– Share positive comments

with others– Recognize constructive

feedback and resolve issues right away!

Don’t be afraid of being social.

It’s just the NEW word of mouth.

www.facebook.com

www.twitter.com

www.linkedin.com

Two businesses who are nailing it.

bow wow haus

oo

ethical bean coffee

YOUR era of commerce.

www.smallbusiness.yp.cawww.smallbusiness.yp.ca

We’d love to keep in touch!

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Thanks for coming!