Small Business Forum 2011

On Tuesday, October 18th, entrepreneurs and small business owner’s gathered to seek insights from veteran entrepreneurs, investors, marketers and social media experts at the Metro Toronto Convention Centre. This opportunity gave young entrepreneurs an insight about business and uncovered new opportunities with the help of knowledgeable speakers.

Attending Enterprise Toronto seminar helped young business men and women try out new technology; share thoughts in a social media feed, and watch software-as-a-service and mobile application demonstrations.

We have participated in the social media stream, ScribbleLive, of the Small Business Forum 2011, by tweeting and using Facebook. The social media stream of the people present were shown on a big screen in the digital zone.

Some interesting seminars were about ‘How Youtube & Other Social Media Grew My Business’, ‘Intellectual Property’ and ‘Cloud Computing’. In my opinion, the most interesting was about ‘Engagement Marketing’. This seminar was presented by Lisa Kember of Constant Contact.

These were the main interesting points she had to share;

The Days of Mad Men are over. A company cannot invent its own brand anymore. The brand of a company is not defined by the company itself, but by the consumer. Every day an average Canadian will be faced with 30.000 ads every day.

These are three important ways of branding, sorted by impact.

1) Word of mouth is still the best tool of communication
2) Search engine processing
3) Advertising

An important fact is that ‘people trust people they don’t know talking about a company more than advertisement of the particular company.’ An example of this is sites such as or other websites of reviews.

Great relationships grows business.

Three facts about conversational marketing (engagement marketing)

1) You have limited control over your brand.
2) You must provide a great customer experience for survival.

”He profits most, who serves best”

3)  Relationship matter. You must first earn permission to engage. When permission earned, the likelihood to buy or recommend increases greatly.

In order for engagement to succeed you will need to use both mail and social media to succeed.

In short: engagement is key.

For more information about the event go to: