A couple of weeks ago, I was interviewed on social media by Viveka Von Rosen for her upcoming book on social media and small businesses. During our chat, Women in Social Media Series, Viveka and I talked about how small businesses are empowered through the use of social media and, more specifically, how professional women are using this effective tool to get the word out. It was an engaging conversation full of insights. Here are my main Ninja take-aways:

Cecilia: I primarily see social media as a tool to connect people. I can increase brand awareness both on a professional and a personal level. For me, it allows me to get the word out and promote my clients in a soft kind of way. It engages you. There are meaningful conversations and interactions instead of spamming and push advertising (which no one likes).

Cecilia: This discussion just illuminates the fact that social media opens up so many doors for small business owners and particularly women. It allows you to connect with people all across the world and it’s really there to help you build your personal and professional brand and all in a very, very limited budget. I think it helps businesses drop the veil and become more honest and more transparent and basically more personal when connecting with their clients and with the general public.

Read the complete interview at Linked Into Business.

Recommended reading:
Ninja Tips: The Best of Social Media Metrics & SEO from the F5 Expo
Social Media: The Perfect Marketing Tool For Green Businesses
How To Avoid Social Media Pitfalls, Ninja-Style!

Social media marketing is one of our top services at Kiwano Marketing. Individuals, companies, and the media are all abuzz about this phenomenon and what it means for doing business. What’s the big deal? And how can you use it effectively for your small business?

A good social media campaign is one of the most effective marketing programs for a small business on a tight budget. Why? Social media enables companies of every size engage in open and honest conversations with their customers, leading to a better understanding of their consumer needs. Companies that share stories of their ups and downs and humanize their employees become more credible in the eyes of the consumer, making it easier to relate to a business – and, in the end, leading to more sales and online visibility.

As with any service, I believe that in order to effectively get the word out, small businesses need to diversify how they do marketing. Social media is a powerful tool, but it cannot be the only way that your business engages with your audience. Used in conjunction with an overall marketing strategy and other marketing tools, however, we’ve found no better all-in-one toolkit for creating publicity, buzz, and enhancing your network with meaningful connections that will help your business grow.

And here’s where we need to put the brakes on slightly. It’s so easy to get excited about social media, and it’s definitely something that we’re passionate about. However, there are a few flags that we’d like to get out of the way sooner rather than later:

• Go Big or Go Home: Are there any ’secrets’ behind social media? If there’s one lesson that companies should learn early on, it’s that an authentic presence is key for social media success. The ‘halfway’ attempts we’ve seen on social media can actually be more damaging than helpful to a company’s online reputation.
• Sleepless Nights: Social media is, at least at first, a time sink. Having an agency’s expertise on board will ensure that time spent on education is as streamlined as possible. There may, however, be a considerable learning curve and time investment.
• Where Are My Sales?!: Powerful communication and marketing tool? Check. Clients instantly lining up at your door the day after you get on twitter? Probably not (but we’ll gladly take all some of the credit if that does happen!). Building awareness and a presence on social media takes time, and this period varies from company to company and user to user.
• What The Hell Am I Doing?: We’re glad you asked, and that’s exactly why we’re here! Before every campaign we launch, Kiwano needs to make sure that this specific program is going to make practical business sense and provide you the desired ROI. Get a company that will sit down with you, do some goal-setting and set up measurable benchmarks for success. Based on those goals, you’ll be able to determine exactly what type of content you should put out, how you should be engaging your audience, and how frequently you should be doing so. And of course, for goodness sake, track what you’re doing on social media! (more to come on this overlooked topic…)

Got more to say? Drop me a line or a comment below.

Check out these resources:
3 Tips For Social Media Networking
Kiwano’s Networking Ninja Attends CBC’s Open House and Food Bank Day
Social Media for Small Businesses

I’ve been asked this a lot by other entrepreneurs recently: where do you find your mentors?

To answer this question properly, you first need to know why you’re on the lookout. What kind of advice or expertise are you hoping to get out of mentoring? Conversely, what knowledge, skills or enthusiasm can you offer in return? Mentoring isn’t about finding the one key individual who will solve all of your problems by dolling out connections and sagely wisdom on a timely basis.

Here’s the truth: mentors typically are very, very busy people. They usually have their own corporate jobs, consulting practices, and/or may be advising others on the side. If you’re looking for hands-on help with the day-to-day operations of your business, or just someone to keep you accountable, then try starting out with a partner with complementary skillsets or a business coach.

Having a mentor is just like any other kind of relationship building– both sides need to benefit from the mentorship in some way. This may be as simple as sharing similar interests, or seeing a future opportunity to do business. Often times, personalities and mindsets need to mesh.

Above all, mentors need you to understand that while they’re invested in your business and can be counted on to see you through the rough patches, they also want you to do your research before asking the questions. Most of the time, the solution can be found within you and your business partners.

Have more to say? Drop me a line or comment below.

Related Blog Posts:
Ninja Tip: Rockin’ the Presale
Marketing Diversity: Leveraging the Power of Local Communities
Building Trusting Relationships Through Social Media

The Networking Ninja will be contributing to the Metro Blenz News Squad during the 2010 Winter Olympics. This innovative way of centralizing the efforts of local bloggers here in Vancouver is spearheaded by independent chain Blenz Coffee and Metro Vancouver News. Updates on twitter will be under #MBNS, so please follow @CeciliaLu and @Kiwano for all the latest happenings. Highlights from our posts will also be displayed on the Metro Vancouver Newspaper’s online website and in their daily print edition.

Here’s Cecilia’s specific ‘mission statement’: “As a Networking Ninja, I will sneak around focusing on sustainability initiatives and the effects of the Olympics on small businesses.” Care to help a Ninja out? Get in touch on twitter or leave a comment below!

About The Metro Blenz News Squad:
The Metro Blenz News Squad (MBNS) is a made up of a group of people from all walks of life and backgrounds that want to share their experiences using various forms of digital media. Some will blog, other will take photos and still other will shoot some video and post it all to one site. Any time the content is used on any platform, the authors will be acknowledged (in the papers and online, or in store in the case of Blenz Coffee).

Metro Newspaper Vancouver:
Metro will then take the various forms of digital content and post it to their website. Also, selective content may find its way into their daily print edition.

Blenz Coffee:
Blenz will be the home to the News Squad during the project. And, like Metro, Blenz will keep their customers current by posting updated in real time on their in-store Digital Network. Check out the Blenz Network at http://bit.ly/aJJVgZ

Social Media Co-Operation:
Many of the companies and individuals involved will also be connecting with their readers and followers providing updates about other members of the team. This cross-promotion program will provide additional reach for all participating members of the Squad.

This week, the topic of discussion for my mentorship group was sales. We discussed many ideas around the art of selling, but there was one that stood out in my mind. A common barrier in the presale process was that certain clients focused on telling us about their problems, instead of fully listening to our solutions. Others were only interested in the facts and benefits of our services; in other words, the hard numbers and measurable ROI.

My next ninja tip is: in order to sell, you first need to invest in your client.

This may seem like a backwards process to some- can small businesses really afford to sink so much time and energy into the presale process? Shouldn’t our end goal revolve around getting as many proposals out the door as possible?

To me, the number one advantage small businesses and entrepreneurs have over larger entities is our ability to listen to our audience. Whether it’s through social media, networking, or one-on-one meetings, I never take for granted that individuals have taken time out of their busy lives to stop and have a conversation with me.

So, the next time that ‘pesky’ client requests a face-to-face meeting, or wants you to forward yet another quote or financial statement, I challenge you to see this exchange as a positive investment of your time (and theirs). In asking for more information or telling you about their problems, what they’re really asking for is: will my investment be reciprocated? It’s up to you to show them that yes, their time is indeed valuable and worth every moment of yours.

Have more to say? Drop me a line or a comment below.

Coming off of Kiwano’s recent partnerships with Bridge to a Cool Planet and the Stanley Park Ecology Society, I thought it was high time to comment on the merits of social media specifically for non-profits and charities. It’s great to see so many of these organizations beginning to explore an increasingly powerful base of online supporters and fundraising opportunities. And all in good time, too – as societies become increasingly flooded with different grabs for our attention, so must conscious organizations evolve in order to thrive.

Social media is a wonderful way to tap into a powerful, two-way marketing and outreach program. It’s a versatile tool that hits all of a non-profit’s basic premises: awareness, outreach and, of course, fundraising. Getting social media added as a part of your non-profit’s traditional marketing program, however, may be a challenge. We’ve all heard the buzz, but why should non-profits especially benefit from using social media? Perhaps some of the reasons below will help convince your most stringent board members and advisors.

Why should non-profits use social media?

With both Bridge to a Cool Planet and the Stanley Park Ecology Society, social media has been in the forefront of Kiwano’s marketing strategy. We’ve had great success in very little time in areas such as promotion, awareness, and community involvement. Need to get your new marketing strategy approved by a board of directors? Here are some crucial reasons for making the case for social media:

It’s cheap/free: social media is cost-efficient, and this is important for all organizations, whether profit and non-profit. Most of the tools and platforms you’ll encounter are free to sign up and use. Adding on to this point, be especially wary of any websites that demand money.

Utilize skills of existing resources/personnel: The actual ‘cost’ of social media falls into your time commitment. As Mitch Joel states in Six Pixels of Separation, it’s no longer how much money you invest, but how much time you spend making connections using the web’s powerful new online tools. As with any new emerging technology, the learning curve can be steep and daunting. Instead, it’s time to look within (or without, if your organization lacks the workforce or expertise). Perhaps the newbie who just started out is a secret twitter addict. Or maybe your receptionist is on Facebook all the time. It’s time to break the “don’t ask don’t tell” mentality surrounding the use of social media in workplaces. If you have the expertise on board already, make it a positive. Your ‘expert’ will most likely be glad (and flattered) to be a part of helping you implement and maintain your organization’s social media platforms.

Don’t have the personnel or knowledge within your organization? Consider partnering with a local marketing firm – one that falls in line with your non-profit’s goals and ethics. Kiwano chose to sign an exclusive, long-term partnership with the Stanley Park Ecology Society (SPES) because we wanted to help conserve and raise awareness of the natural park right in the middle of downtown Vancouver. Find marketers that share your non-profit’s passion and goals, and you’ll have a great chance for a mutually beneficial alliance.

Local or far-reaching: One of the biggest dilemmas faced by non-profit organizations is reach. Instead of expensive international advertising campaigns, social media levels the playing field as it has no restrictions on where and how you market. SPES’ social media marketing focuses on building connections within the local Vancouver community. A more nationally focused non-profit, on the other hand, can easily expand their efforts to include all of Canada – all without the costly budget of more traditional marketing techniques.

Social media is predominately a casual forum of communication, and thus is a great and low-risk way of combining marketing, networking and outreach all at once. Want to obtain more information about how your non-profit can benefit from using social media? Get in touch or check out some of these great resources below:
Building Trusting Relationships Through Social Media
Social Media for Small Businesses
Tips for Successful Social Media Time Management

Last week, I guest blogged for Granville Magazine on networking event Power Plant. We thoroughly enjoyed ourselves at this defining event for Vancouver green leaders; it’s packed with the perfect mix of energy, ideas, and casualness. And we’re all about the casualness.

This event was packed with connections, and Kiwano certainly made a big one with B2CP, as we’ve previously announced.

Next was Kevin Washbrook, founder and organizer of Bridge To A Cool Planet, an initiative aimed at bringing together the people of Vancouver to call for “real action on climate change” at the climate talks in Copenhagen in December. Kevin and I spoke afterwards about his passion to bring awareness about climate change through the International Day of Climate Action, on October 24, by gathering as many people as possible on the Cambie Bridge. “If you do one thing this year [for climate change], come to the bridge… This is not a protest,” Kevin stressed, “It’s a celebration!”

Read the entire guest post at Granville Online.

We also scooped an awesome photographer for our upcoming event in November. Jonathan Evans Photography has graciously agreed to cover Kiwano’s Launch Party (more details soon!) and you can see some of the photos he took from Power Plant here.

As the Networking Ninja of Kiwano Marketing, I look forward to attending and blogging about more of these events in the near future.

The SOHO-SME Business Conference & Expo is almost here – and we will be there. Join us at Vancouver’s conference for businesses on the grow.

The SOHO-SME Business Conference & Expo focuses on getting what small businesses want, so that you, as an SMB owner, can plan your roadmap, execute your strategy and enjoy your success. This year’s schedule includes strategy seminars, keynote presentations, exhibits and displays and great networking opportunities during the breakfast, lunch and “Celebrate Success” networking reception.

SOHO-SME Business Conference & Expo
October 8, 8:30am – 6:15pm
Fairmont Hotel Vancouver
900 West Georgia Street
Vancouver, BC

What is SOHO-SME?
The SOHO-SME Business Conference & Expo focuses on delivering a very unique event experience to support the success and growth of medium size businesses in Canada. In its 13th year, SOHO-SME is recognized as the #1 Business-to-Business Conference & Tradeshow program. We look forward to your participation as a Sponsor, Exhibitor and/or Attendee!

It’s that time of the month again – time for Net Tuesday! Come out and join us today for one of Vancouver’s best networking events.

The CBC Broadcast Centre
775 Cambie St.
Tuesday, October 6
5:30pm – 7:30pm

What is Net Tuesday?
Net Tuesday is a global movement coordinated by Net Squared. Every month, the Net Squared community comes together offline at Net Tuesday events to mix, swap stories and ideas, build new relationships, and collaborate. These gatherings provide a chance to connect for all those interested in the intersection of social technologies and social change, whether you’re part of a non-profit organization or a for-profit organization, a funder or a consultant, a developer or an entrepreneur.

On our previous blog post How to Promote Your Small Business Online, we talked about the different types of online marketing campaigns available. Today we will go over the different metrics you can use to track the success of your Internet marketing programs.

If you’re new to web marketing, there is one key thing you need to know: tracking is everything. Internet marketing offers you an inexpensive way to effectively promote your business if you know what metrics to use, which will highly depend on your campaign’s goal. Read along to discover more about CPM, CPC, CPL, CPA, CTR and conversion rates.

Cost Per Mille (CPM)

Cost per thousand impressions. Mostly used when discussing display advertising, CPM relates to the number of times your ad will be displayed (or “impressed”) in the website where you purchased the advertising space.

It isn’t easy to calculate an average CPM, as it widely depends on the format of your ad (banner vs text-based) and the industry you’re in. According to Tig Tillinghast from ClickZ, the average CPM, as negotiated and presented to the client, is approximately $11. An interesting industry development is that recent studies show text-based CPM ads often receive more attention that traditional banner ads. An article on AllBusiness.com goes on to say “the average view time for a text-based ad averaged 7 seconds, while a graphical ad only averaged 1.6 seconds.”

If you’re using CPM as your metric of choice, keep in mind that the number of times your ad shows up in the website is not necessarily the frequency which your ad will be viewed by your audience. Negotiate your ad space in the website to ensure you won’t get stuck with a banner at the end of the page. You can ask your advertising provider to show you a click or site overlay map of the webpage you’re considering for your ad, which will show you where users click the most.

Cost per click (CPC)

Cost per each click on your ad. This metric is typically used for display advertising. The advertising provider should be able to supply you this number. If not, you can calculate it post-campaign, by taking the total money spent on that program and divide it by the total number of clicks generated.

As with CPM, it is very difficult to point out a specific average CPC. Efficient Frontier recently published a study with the average CPC for the automotive, finance, retail and travel industries, where we can see a wide variation of cost per click, from $0.35 for retail to $1.33 for finance.

If you’re not a newbie to CPC and use Adwords, I strongly recommend reading the PPC Hacking blog, particularly the post Dangers of AdWords Average CPC.

Cost per lead (CPL)

Cost per each lead or per prospect generated, either from an ad or landing page with a contact form, or from your website. A lead can be anything from your prospect’s email address for a newsletter to your potential customer’s complete contact information, such as first and last name, title, company name, address, phone number, etc.

This metric is one of the most important used on B2B campaigns, and can be easily calculated by dividing the total money spent on a specific campaign by the total number of leads generated from that program.

Pontiflex released a benchmark study on the average cost per lead by industry for 2008/2009, where the cost for a basic lead (user’s first name, last name, e-mail address and postal address) averages $0.60, with a premium lead (basic lead plus telephone numbers, social networking usernames, and custom questions) costing an average of $2.27.

Cost per acquisition (CPA)

Cost per new customer acquired. CPA is one of the most difficult metrics to calculate in online marketing, since you need to be able to track the time spent nurturing a lead, as well as the number of campaigns your prospect has been exposed to before closing the deal. To calculate a campaign’s CPA, divide the total money spent on one campaign per the number of customers generated by that program.

Due to the nature of this metric, there is no overall average CPA. The cost per acquisition will highly depend on the nature of your product and price tag (for instance, the CPA for an anti-virus software is likely to be much lower than for a piece of real estate). We recommend our customers to build their own average CPA – overall and by program – as soon as possible, so they have a tangible metric when considering new online marketing programs.

Click-through rate (CTR)

Percentage of users that click on a specific link. Mostly used in display advertising, you can also apply CTR to assess the performance of your website (measuring each page’s CTR) or to evaluate an ad (taking the number of people that received your newsletter or visited the website, and dividing it for the number of users who clicked on your link).

On the average CTR, an in-depth article from March 2009 by eMarketer puts this number below the 0.5% mark, with video ads taking the prize home with an average conversion of 1.7%.

Conversion rate

Percentage of users that fulfilled your desired action. The conversion rate will highly depend on the goals of your campaign, and can be calculated by dividing the number of goal achievements by the total number of visits to your website. For instance, if the purpose of your campaign is to generate leads, then the conversion rate will be the total number of leads generated divided by the total number of (unique) visitors to your landing page.

Because different campaigns have different goals, conversion rates can vary significantly. According to a 2007 Forrester Research study, the average conversion rate for e-commerce websites is 2.9%. Reports on the web put the average conversion rate for B2B and other non-ecommerce websites between 6 to 8%.

What metrics are you using to track your online marketing campaigns? Which ones do you believe work the best?