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Social Media Plymouth
- 1. Getting the most out of Social Media Focus on LinkedIn and Twitter Nina Goodwin @GUTS_SW @Cosmic_UK
- 2. Housekeeping • Fire Alarms; • Breaks; • Mobile Phones; • Health & Safety.
- 3. Introductions Please introduce yourself to the rest of the group; your role and what you would like to get out of the session today.
- 4. Agenda • Background to the Connecting Devon and Somerset and Get up to Speed; • Social Media Platforms for Business; • Engagement Ladder: Listen, Share, Content & Community Building; • Reputation Management & Thought Leadership • Crisis Management • Focus on Twitter and LinkedIn.
- 5. Connecting Devon and Somerset • A ground breaking partnership encompassing 6 LA areas to deliver improved and superfast broadband to rural areas; • Improved broadband (>2mbps) to every business and community across Devon and Somerset by 2016; • Faster broadband (>24mbps) to at least 90% of the area by 2016. Without this project 700,000 residents and 26,000 businesses, with a combined turnover of £9 billion, have no certainty of receiving improved or superfast broadband from a commercial rollout
- 7. Coverage
- 8. How do I know when superfast is coming? www.connectingdevonandsomerset.co.uk/where-when/
- 9. What is Get up to speed? • Fully funded business and community support alongside roll-out of superfast broadband • Helping to ensure we all make the most out of the superfast broadband Delivered by Cosmic Peninsula Consortium
- 10. What are we doing? • Free sessions • Showcase new technologies • Hands-on Workshops – tablets, smart phones, internet beginners • Gadget shows • Seminars • Briefings • Taster sessions • Signposting to other services
- 11. Sessions Planned
- 12. What can you do to help? • Host a session in work, in your community, in your Association? • Support the message – Become a champion – Distribute leaflets in your area – Distribute leaflets from work Any other ideas?
- 13. Social Media Platforms for Business
- 19. Vine
- 21. SnapChat
- 22. YouTube
- 23. Tip of the Iceberg…………..
- 24. Listen Google Alerts Twitter Feedly Flipboard Share & converse Twitter Facebook LinkedIn Pinterest Newsletter Content creation & Broadcast You Tube Blog Flickr iTunes/podcasts Community building Forum Facebook Groups LinkedIn Groups Virtual worlds Social Media Engagement Ladder Less time More time
- 25. Listening
- 26. Listening Use Social media as a highly effective listening device • Colleagues/staff • Journalists • Peers • Competitors • Influencers
- 28. Listen in on Hashtag Conversations Industry Specific #Manufacturing #3DPrinting #Engineering Geographic Specific #Plymouth #Exeter Media Specific #JournoRequest #PRRequest Campaign Specific #BetterForIt
- 29. #journorequest
- 31. Advanced Search
- 32. Listening in LinkedIn? • Connect with all contacts; • Follow their activity; • Comment, like, share
- 33. Join Groups, Listen to Conversations
- 34. Hootsuite
- 35. Tweetdeck
- 36. Share
- 39. Rise of the Internet Star Research and use Influencers
- 41. Internet stars are everyday people… • Influencer marketing can be loosely defined as a form of marketing that identifies and targets individuals with influence over potential buyers. In the past, brands may have focused on popular bloggers and celebrities but today there is a new wave of “everyday” consumers that can have just as large an impact.
- 42. Influencer in LinkedIn? • Follow influencer • Connect with influencer • Look for groups they are active in • Join those groups • Comment and add value
- 44. Klout Expertise Want to make better decisions and create better trust when deciding who to follow? Do you want to engage with the right influencers on social media?
- 45. Meformers vs Informers Researchers at Rutgers University found that only 20% of us are informers on social media, while the other 80% are meformers. Informers had more 2x followers of meformers. Sharing information is better for your follower count than sharing about yourself.
- 47. Content creation
- 49. What is content marketing? • Images • Archived content • Infographics • Video • Blogs • Explainers • Web pages • PDF downloadable content • Content for Syndication • Podcasts
- 50. Adapted from ‘Media Cloverleaf’ by Richard Edelman ‘Content first' strategy ‘Tradigital’ E-news Forums Digital magazines Traditional Media Press Social networks Facebook Twitter YouTube LinkedIn Website Responsive design Mobile enabled Owned Content Video, blogs, Editorial, photos COPE Create Once Post Everywhere
- 51. Visual Content
- 52. Canva
- 53. Picmonkey.com
- 54. WordSwag ‘Brands that stand out have a strong, consistent visual identity’ • Ensure you have consistent branding, font, colours, style, filters and tone
- 55. http://www.youtube.com/watch?v=HXNfDO-hGF0 More video please • Video first? • Product descriptions, visualisations • Expert analysis, talks • Case studies, testimonials • 1 in 3 Millennials watch online material and virtually no broadcast TV • Becoming significant in Search Results • Pre sales – research • Post sales - support
- 56. Customer Support Creating video content for customer retention & staff engagement and training: Sony Xperia have created a YouTube channel of all their support and advice guides.
- 57. Tailor Content to your Customers
- 58. Plan your Content • 70/20/10 • 70% planned campaigns • 20% near future • 10% Real time
- 61. Audit your Real Estate • Audit your reputation – First Name Surname (if unique) – First name Surname, Location – First name, surname, Business – Business name • Develop more content – Include more web pages about you – Upload more photos, title your name – Blog about you and your business – Include history of the business
- 62. Thought leadership • Blogging • Guest blogging • PR articles • Video interviews • Commissioners • Funders • GPs, referral routes • Friends/carers
- 63. Become an Expert • Create a blog • Use LinkedIn Groups • Publish your opinion • Develop ideas and future trends
- 65. Use Content to Align your Brand • Improve brand penetration – New age, audience – Different audience • Help them to understand your story…
- 66. Mulberry • Mulberry – ‘hand crafted in Britain’ brand • Commissioned a series of focusses on similar brands • Wedgewood • Aston Martin • Mackintosh • Saying – ‘we are like these brands’ #mulberryteacup
- 69. Rise of the Humans • Ability to humanise your brand • This will be the single-most important factor in social media success in 2015
- 71. Not responding = not caring
- 73. Responding to Negative Feedback • What to do with online criticism • Acknowledge – thank them, apologise • Investigate – have all the facts and policies to hand • Respond – address specific points include the investigation, include any action points
- 74. • Write it all up in Word first • Keep your tone even and professional • Respect their right to complain • Don’t attack the person • Only respond to the issues – not the sub-plots • Have your crisis plan ready
- 75. Types of Criticism • Problems : Someone has an issue with your product or service and has laid out exactly what went wrong. • Criticism : Even more helpful is when the comment comes with a suggestion attached. Many customers — including some of your most loyal — will use social media to suggest ways in which you can improve your product or service. • Attack : While the attack itself may not be merited, the issue that catalyzed it does have merit in this type of negative feedback. • Trolling : The difference between trolling and an attack are that trolls have no valid reason for being angry at you
- 77. You probably should not respond if… • You are angry • You want to point out your opponent’s flaws • Your critic is nasty
- 78. Greendale Farm Think before you post!!!
- 81. Try something different… Use Video
- 82. Using You Tube to respond – Case Study • Taco Bell - a rumor spread online questioning whether the fast food chain used real beef in its products. “You don’t want people to even be questioning if you’re using beef in your tacos.” • Taco Bell president immediately went to YouTube with his response. • They also contacted their over 7 million fans on Facebook and ~150k Twitter followers. • As Dorie said, they already had an army of people who were favorably inclined toward Taco Bell. “They were able to quickly reach them and dispel rumors.”
- 83. Creating a Twitter Account
- 84. What is Twitter? 83% of businesses would recommend Twitter to other small or medium sized businesses. Discover what is happening all over the Globe right now, share information and connect with others. 284 million monthly active users and 500 million tweets sent every day.
- 85. Getting started…….. • Choose a username – Keep it short; easy to spell and reflects your business • Choose a good profile picture – your avatar. Get rid of the egg! • Write a short profile about you/your business – keep it short and interesting and use keywords
- 86. What is a Tweet? A Tweet is a message containing 140 characters or less. It can include text, photos, links or videos.
- 87. What is a Twitter handle @ ?
- 88. Retweet; Follow & Favourite
- 89. Who to follow? • Journalists – local and national; • Local organisations and business relevant to your own; • Charities; • Retailers; • Colleagues & Clients; • Local Councillors; • Events and attractions.
- 90. Creating Lists
- 91. Creating Lists
- 92. Creating Lists
- 93. What to do and what not to on Twitter • If someone retweets you or mentions you, acknowledge this; • Always show your personality, let people appreciate the human behind the brand; • Use Twitter as a tool to direct people to your blog; your shop; your website; • Tell your followers about motivations, inspirations , interests, local events, news stories and attractions; • 80% of your tweets should be interactions with others; 20% about your business.
- 94. What to do and not to do on Twitter • Try not to Tweet too much; around three times a day is a good benchmark; • Do not get into arguments or debates on Twitter. If you have an unhappy client or customer, respond and apologise online but take the conversation offline; • Don’t get upset if you aren’t followed back, or if you get unfollowed. It may be that your content isn’t relevant at that time………. • Concentrate in the people who are following you, give then what they want to hear
- 95. Twitter Activities • Create your account – make sure you choose a good handle and your bio has keywords; • Follow at least 10 other users; • Start to Create your lists; • Send your first tweet; use at least one handle and one #
- 96. Creating a LinkedIn Account
- 97. What are you most interested in?
- 101. Make sure your profile is 100%
- 102. Join Groups, Listen to Conversations
- 104. Want to know what is trending?
- 105. Be Active and Promote Be active Your profile is more likely to be viewed when you are actively updating and participating. Make sure you use all the tools available to keep your profile up to date and use the status bar to provide comment on interesting industry news. Promote! Use LinkedIn to become an active member of the online community relevant to your industry. Participate in group discussions, review white papers and look to network via these methods. This will help you stand out and increase your credibility.
- 106. Top Tips for LinkedIn 1. Start your Own Group They are thriving hubs of information, discussion and brand engagement. You can develop authority, trust and exposure across a network of thousands of interested connections.
- 107. Top tips for LinkedIn • 2. Endorse your connections’ top skills By endorsing your connections, you can highlight their top skills and expertise to their own network. You lend invaluable social proof to their claims, and in turn, boost the likelihood of receiving a similar endorsement. • 3. Connect with people using a message When connecting to new people, many users stick with the default ‘I’d like to add you to my LinkedIn network’ message. This can actually dissuade users from connecting with you, because of how impersonal it seems. If you know a connection, prove it with your message. Reference past work you’ve done together, or highlight a specific group discussion you were both involved in.
- 108. Top tips for LinkedIn • 6. Tag connections in relevant posts In the same way that you can tag relevant people on Google Plus, Facebook and Twitter, LinkedIn allows you to mention your connections in posts. If you think a specific connection could benefit from your latest share, tag them with the ‘@’ symbol, and immediately boost the exposure of your content. 7. Add real value with your feedback and comments To help you get the most out of these groups, it’s a great idea to spend some time learning the best way to engage with your new audience.
- 109. Learning into Action Please take a moment to identify three actions you are going to implement following todays workshop: Action By when 1. 2. 3.
Notes de l'éditeur
- Good morning and welcome……………
- Go through housekeeping
- To kick things off get learners to introduce themselves; Write up expectations on a flip chart; explain which will/will not be met.
- LA = Local Authorities Update March 2015: More than 100,000 homes and businesses in the two counties now have access to fibre broadband as a result of the CDS Almost 90% of those can access speeds in excess of 24mbps Engineers have installed more than 78,000 km of underground optical fibres 456 new fibre broadband cabinets are now ‘live’ A further 224 fibre cabinets have been installed and are waiting for final works to be completed
- Facebook has reached 1.49 billion active users monthly. Surprisingly, approximately 82.8% of the daily active users are outside the USA and Canada. Furthermore, statistics have shown that every day 798 million of Facebook users are accessing this site from their mobile phones. As for the average age groups using this platform, the numbers show that 29% of the users are between 25 and 34 years old. The next age group is represented, of course, by the users aging from 16 to 24 years (25%) There are 936 million daily active users on average; Instagram has changed to a must have 300 million monthly active users; 60 million photos posted daily – 1.6 billion likes every single day;
- #DevonHour #PlymouthHour A # is a way of getting involved in a wider conversation. A # can be any word or phase, which cannot include punctuation that starts with the #. This word or phase can be used to communicate with others while taking about the same subject – TV as an example. If you are searching this # you find tweeters all over the world tweeting about that subject. It is a very powerful tool.
- Case Study
- Use search and advanced search
- Many ways – you sharing stuff; You share they share; good content that others will share ideally influencers……
- 1,784,296 subscribers on YouTube 6.6 m subscribers
- How do you find influencers?
- Become a storyteller Make it visual, engaging, emotional
- What is Canva? – Canva allows you to create social media graphics, design presentations, cover pictures and more. You can use the images, and templates that they have or you can upload your own. We wrote about Canva back in January 2015 you might want to read about it there – Canva the free design tool Canva are now rolling out – Canva for work, a paid version – which will have more options – such as re-sizing your created images, which you cannot to do on the free version and much more – which I am excited to try.
- Our bespoke Spring Summer 2014 London Fashion Week show invitations contained a miniature teacup and saucer created by iconic English lifestyle brand Wedgwood. The ‘dolls house’ teacups were based on famous Wedgwood Jasperware, invented by Josiah Wedgwood in 1775. innovative show invitation
- What to do if you are victim to a
- This type of feedback is negative in the sense that it paints your business in a poor light, but it can be helpful in exposing real problems that need to be dealt with. While this type of feedback may point out your flaws, and is thus negative, it can be extremely helpful to receive. Essentially, you or your company did something wrong, and someone is angry. Usually TWO or more things have happened to them .Also in this category are spammers, who will use a negative comment about your product or service (whether true or not) to promote a competing service.
- What’s horrid is the amount of anger behind a critical review
- Greendale farm have their own fishery. They put this up on the tweet – but it went national, and got death threats and stuff as it was a protected species. Thresher shark. October 2013. What they did was shut down their social media channel. Instead of we had no idea and rea REALLY sorry. By not responding to bad things it looks like you don’t care
- Their response? To close down all their accounts.
- You will need to enter your full name; email address and password. Twitter enables us an insight into a huge world that we wouldn’t otherwise be able to access. We can communicate with others throughout the globe. We can reach so many people about out business. It breaks down barriers and allows you to connect with everyone and anyone. It doesn’t take long to tweet, RT or interact any you can do it wherever you are!
- Launched in 2006; 80% of tweets are sent from a mobile phone. The power that Twitter has to reach your potential customers and increase awareness for your business is enormous.
- Every account begins with an @. To tag (or include) someone else in your tweet you use @ and they will get notified that you have mentioned them and you can start a conversation. It is useful to note that if you use the @ at the beginning of the tweet, that tweet can only be seen by both yours and the recipients followers. This means is more private, but cannot be seen by a wider audience. If you are tweeting as a marketing tool, then use the @ in the middle of the text, or add a simple full stop before you tweet.
- By following a user, this means that every tweet they send will appear in your newsfeed. RT – stands for retweet. A retweet is when you copy someone else's tweet to your followers. You can directly RT the tweet, ot you can add some of your own comments. Favourite – Clicking on the star. Favouriting a tweet is an acknowledgment that you are grateful for a tweet that you have been mentioned in, but it also serves as a bookmark, enabling you to find that tweet later on with ease.
- Navigate to Linkedin.com: You will need to create a profile with your name, surname, email address and password Can connect with your FB account.
- When you import your address book, we’ll upload detailed information about your contacts to our LinkedIn servers. We’ll use this information to suggest relevant connections for you, to help you browse, search, and organize your contacts on LinkedIn, and for other uses explained in our Privacy Policy. If you’re asked to enter your password, we’ll only hang on to it for a moment to authenticate your account. We’ll never email anyone without your permission. For more info, visit our Help Center.
- LinkedIn keeps good track of your profile completeness. It is in your best interest to complete your profile. Include past and current work history, a summary, skills you’ve learned, etc Post a professional image of you in your profile One place a photo is helpful in getting noticed is LinkedIn. It adds to your credibility and makes your profile look professional. But remember to only use a professional image. This is defined as a head and shoulders portrait of you. Complete your current title and summary Your title should be genuine. Your summary should be a short, concise two or three paragraphs that should answer 3 basic questions- who are you, what do you do, and who do you do it for? Within your summary use keywords that will help you get found in LinkedIn search for example if you are a marketing professional, use keywords such as social media marketing, public relations etc. Complete your past experiences and specialisations Specialisations should answer the question – what makes you unique from everyone else in your line of work?
- Join relevant groups Primarily LinkedIn is known for its groups. Groups can be private or public. Find the ones that you are interested in to network, share experiences and in which you can learn and give your opinions
- Pulse is an award-winning application that makes it easy to consume business news on mobile phones and tablets. Pulse has been named to the Apple's App Store Hall of Fame, chosen as an Android Editor's Choice app, selected as one of TIME's top 50 iPhone apps, and honored with the Apple Design Award.
- The ultimate LinkedIn marketing strategy is also the simplest – start your own group. LinkedIn groups are thriving hubs of information, discussion and brand engagement. They bring together thousands of industry-relevant users, and make it possible to demonstrate the value of your business in an honest and beneficial way. Whilst maintaining a thriving network isn’t always easy, doing so will have massive ramifications for your business – developing authority, trust and exposure across a network of thousands of interested connections
- Effective LinkedIn marketing is all about adding value to other users’ experiences. The quickest and simplest way to achieve this is through LinkedIn’s Skills section It’s crucial that you only recommend people that you’ve previously engaged with. If you begin endorsing people for skills that they might not have, you begin to devalue the entire Skills system.
- Go through housekeeping
- Questions