Social Media presentation made by Dr Philip Alford to Visit Wiltshire members.

1. The Digital Hub
Visit Wiltshire
Online marketing seminar
Social Web
Dr Philip Alford
DIGITAL HUB
palford@bournemouth.ac.uk
Tel: 01202 961646
Twitter: @philipalford
www.budigitalhub.co.uk 1

2. Agenda
• Introduction
• Why is social media important?
• Some facts and figures
• Setting the scene – where are you now and
where do you want to be?
• Where does FB fit into that?
• Having a plan
• Case studies/websites
• Measuring what you do
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3. Introduction
• Senior Lecturer at Bournemouth University
specialising in digital marketing
• Leading Digital Hub project
• On Board of Visit Wiltshire Limited
• Chairing Online Working Group
• Commercial role with online marketing agency
network: http://www.tourismustraining.at/en/our-
team/
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4. www.budigitalhub.co.uk 4

5. www.budigitalhub.co.uk 5

6. It’s influence is rapid
Title
and increasing
Social networking in Europe increased by 10.9% in 2010: The
highest seen in any global region.
75% of consumers don’t believe companies tell the truth in their
advertisements: Consumers are increasingly turning to the
opinions of other consumers for information.
46.7% of consumers do write reviews and 29% of consumers
consider positive reviews as the most likely factor to make them
book a holiday online: 25-40% of people who leave a hotel
website do so to read an online review
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7. Social Media
Revolution 2011
http://www.youtube.com/watch?v=QzZyUaQvpdc
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8. www.oregonkayaking.net
“Learning is like rowing upstream: not to
advance is to drop back.”
(Chinese Proverb)
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9. Quick question
Starting from now, how many people will
have joined Facebook by the end of our
event?
> The Count
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10. • Facebook
• Twitter
• Pinterest
• LinkedIn
• Blog
• User reviews
• Social bookmarking
• AddThis
• Flickr
• YouTube
• RSS
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11. Social objects
• Profiles in social network sites
• Status updates in social sites
• Blog posts
• Tweets in Twitter
• Pictures on picture sharing sites like Flickr
• Social bookmarks
• Videos on video sites
• Presentations on Slideshare
• etc. etc. etc…
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12. Social Web
Diagram adapted from the book “Social Media Marketing – An Hour A Day”, by Dave Evans
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13. An Engagement Framework
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www.budigitalhub.co.uk
@KarlHavard 13

14. Setting the scene
• Where are you now? What online
marketing are you currently doing?
• Where do you want to be and why?
• How are you planning to get there and what
challenges do you face?
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15. Social media
objectives
• What are your marketing objectives?
• Increase page rank of your web site
• Raise brand awareness
• Understanding how consumers perceive your brand, and what
terminology they use to discuss it
• Drive people to register for your newsletter (integration with email
marketing)
• Promote specific events
• Improve service through customer feedback
• Gathering ideas for new products and marketing campaigns
• Word of mouth and influence
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16. Facebook
• A status update!
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17. How to?
• Get involved
• Listen and watch
• Converse
• Add value
• Engage
• Build trust
• Build influence
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18. The importance of a Social
Media marketing plan
For an effective marketing plan it is important to think about 4 main
concepts:
• Attraction: How to draw people to your business
• Retention: How to keep people coming back
• Conversion: How do you get people from “like to buy”
• Measurement: How to determine if any of this is working
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19. Setting up a
FB page
What will the aims of your page be:
• Engage your customers
• Encourage them to leave reviews
• Drive traffic to your website
• An opportunity to add content about your product
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20. Setting up a page

21. Build your page
To succeed with Social Media it is fundamental to have a content
strategy and brand your profiles. This means:
• Design your FB page along the same lines as your website for
consistency http://www.facebook.com/Hotel.Seppl.Pitztal
• The exact dimensions of this cover photo are 851X315.
• Read more:
http://blog.hubspot.com/blog/tabid/6307/bid/5492/How-to-
Create-a-Facebook-Business-Page-in-5-Simple-Steps-With-
Video.aspx#ixzz2C26VgXUI
• Bringing quality and relevant content – use the custom tabs on
FB – e.g. FB events http://www.facebook.com/beastandthehare
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22. Cover photo
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23. Promoting your
Facebook page
• Add the link to your email signature (when you get 25 fans you can
create a short link with just your brand name)
• Add the link to your business card, brochures, leaflets, adverts, etc
• Invite people to like your page – but choose your advocates first and
make sure there’s lots of engaging content on there
• Email people to build your audience
• Sponsored stories
• Keep your page fresh and tasty
• Seed the link to the page in relevant Facebook pages
• Identify relevant bloggers and make them aware of your page
• Refer across channels e.g. Add a LIKE button on your website e.g.
http://www.manorbarnbedandbreakfast.co.uk
• Download free stickers: http://www.facebook.com/business/build
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24. Make your content
shareable
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25. Engage & Retain
Successful posts are:
• Short: Posts between 100 and 250 characters get about 60% more
likes, comments and shares
• Visual: Photo albums, pictures and videos get 180%, 120%, and
100% more engagement respectively; e.g. video on
http://www.facebook.com/StateBicycle generated 16 comments
• Optimised: Page Insights help you learn things such as what times
people engage most with your content so you can post during those
hours
• Build strong relationships by better understanding customers
through listening and helping them. (Respond to comments and
leads in a timely manner)
• Recognise and promote members of your social community
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26. Engage & Retain
• Be succinct, friendly and conversational
• Ask questions or seek input
• Give access to exclusive information and specials
• Inform and educate where relevant
• Be timely by posting about current events, holidays or news
• Post at least 1 to 2 times per week so you stay top-of-mind and
relevant to the people who like your Page.
• Promote your posts (available to Pages with 400 or more likes): So for
$5 we doubled our posts reach, received nearly a 24 percent increase
in post engagement, and two additional page likes. Not too shabby at
all. (http://socialmediatoday.com/node/548008)
• Failure to respond can cause churn of 15% of existing customers
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27. ROI
Conversion
& revenue
Interaction
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28. Conversion
Few things to take in account in order to improve your Social Media conversions:
• Offer booking from within the FB page:
http://www.facebook.com/Hotel.Seppl.Pitztal
• Enable email sign-up from FB page: http://www.facebook.com/BUDigitalHub
• http://www.newforestactivities.co.uk
• Offer a secondary call to action (CTA) to persuade visitor to maintain a
connection with you
• FB Offers: http://www.facebook.com/help/410451192330456
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29. Measurement – FB Insights
Measure the impact of your conversion is critical to see if you are making
headway. Some suggestions for a simple and effective metrics are:
• Start to use some traffic reporting software such as Google Analytic,
FB insight (helpful short video at
http://www.facebook.com/help/336893449723054/)
• Useful video by Hubspot:
http://www.youtube.com/watch?v=6aehIYSgYwU
• Track your most popular links
• Track how many followers and mentions your business get
• Determine where your best traffic is coming from
• Analyse by type of post
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30. People talking
People Talking About This measures user-initiated
activity related to a Page, including posting to a
Page’s Wall, “liking,” commenting, sharing a Page
post or content on the Page, answering a Question
posed to fans, mentioning a Page, “liking” or
sharing a deal or checking in at your Place.
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31. Privacy
• Page admins never have access to an individual's personal data in Page Insights.
• Page Insights gives Page admins a number of aggregate metrics, including: the
number of people who like their Page, how many people see a post and how many
people clicked on the post.
• These metrics are created by logging and aggregating people's activities related to the
Page. The kind of activities logged include: seeing a post from a Page, clicking on a
post or liking or commenting on the post.
• Facebook's data retention policies require that the information collected that provides
Page Insights are kept by Facebook, not Page admins. Of course, the Data Use Policy
also determines how the logs are used.
• We take a number of measures to make sure that these aggregated metrics remain
non-identifiable. For example, demographics insights are only provided once 30 users
are part of that demographic. Page Insights are also only available to pages with more
than 30 likes.
• Facebook doesn't use any data for Page Insights from people who don't have a
Facebook account or who are logged out. If you don't want your anonymized data to be
included in Pages Insights data, log out of your account when visiting the relevant
Page.
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32. Pitfalls
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33. UA case study
http://www.youtube.com/watch?v=5YGc4zOqozo
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34. You will be
exposed for not
living your brand
Live your brand, and ensure your employees do -
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35. www.budigitalhub.co.uk 35

36. The Social Web
• Can raise your profile
• Can deliver more traffic
• Can deliver better conversion rates
• Can open up more conversation
opportunities
• Can help you build a better relationship
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37. Storytelling – getting
Title among the
heard
noise
Leaders engage
with their stories of
identity, stories of
who we are and
where we are
going. Brands and
organizations, the
best ones, tell
similar stories of
identity, and they tell
them often.
Prof. John
Sadowsky
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38. • Telling a story via Facebook and
integrating that with email
marketing
• http://www.youtube.com/watch?v=A
-iH6wC7QOs
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39. IMPORTANT
QUESTION
Why would I want to be engaged with
my site on Social Media?
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40. Contact details
palford@bournemouth.ac.uk
Tel: 01202 961646
Twitter: @philipalford
Web: www.budigitalhub.co.uk
Facebook: http://www.facebook.com/BUDigitalHub
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