The document discusses how social media is increasingly important for businesses and provides tips for using social media effectively. It notes that over 1 in 7 people use Facebook and 200 billion tweets are sent per year. It then provides advice on building relationships, engaging audiences, creating relevant content, measuring success, and using different social media platforms like Facebook, Twitter, Instagram, and LinkedIn. The overall message is that social media is a critical way for brands to connect with customers and build their presence if used strategically and with a focus on quality engagement over hard sales.

1. The future
starts here
Let’s get social
Essentials and Excellence by Sam Humphrey

2. HOW SOCIAL IS TAKING OVER THE
WORLD
THEBLACKHOLE.CO.UK

3. The facts
THEBLACKHOLE.CO.UK
 More than 1 in 7 people on earth use Facebook
 200 billion tweets are sent every year

4. WHY WE USE SOCIAL
THEBLACKHOLE.CO.UK

5. Building lasting relationships
THEBLACKHOLE.CO.UK
Attract Sell Wow
Build Educate Convince Maintain

6. Why we use social
We’re really nice people and we want our followers to see that
We want to be able to ‘put out fires’ before they start to burn the house
down
We want to know if the stuff that we’re giving our customers is the stuff
they actually want
People are more likely to trust a brand they know
THEBLACKHOLE.CO.UK

7. THE ‘SOCIAL’ IN SOCIAL MEDIA
THEBLACKHOLE.CO.UK

8. Why being social pays off
•“Hey Natasha, fancy a pint this weekend?”Sarah:
•“No, I’d rather stay at home and do nothing”Natasha:
•“Oh…ok, I’ll ask John instead”Sarah:
Next weekend
•“Hey Sarah, fancy going down the pub for a couple”Natasha:
•“Nah mate, I’m going down Tiger Tiger with John. Later dude”Sarah:
THEBLACKHOLE.CO.UK
#dontbenatasha

9. How to make social more social
 Sell more by selling less.
 Ads and standard content should blend
together.
 Use the social techniques you would in
conversation
THEBLACKHOLE.CO.UK

10. BRANDONALITY
THEBLACKHOLE.CO.UK

11. Are you displaying your Brandonality?
THEBLACKHOLE.CO.UK
Brandonality
Collaborative
Human
Commercial
InquisitiveInnovative
Reliable
Creative

12. What separates your brand from any other
THEBLACKHOLE.CO.UK
 Keywords that describe individuals and
expertise
 Being cool and good at stuff is expected
 What (good) quirks do your employees have?
 Is your service different to your competitors?
In what way?

13. 7 STEPS TO A SUCCESSFUL SOCIAL
CAMPAIGN
THEBLACKHOLE.CO.UK

14. Analyse, Create, Grow, Analyse.
Presence and
awareness
Define your
audience
Find some
influence
Analyse your
competitors
Create some
relevant
content
Join some
conversations
and engage
Monitor and
measure your
performance
THEBLACKHOLE.CO.UK

15. THE TEN LAWS OF SOCIAL
THEBLACKHOLE.CO.UK

16. THEBLACKHOLE.CO.UK
Listening
• Being proactive rather than reactive
• Joining conversations is easier than starting them
Focus
• ‘Go an inch wide and a mile deep’
• It is easier to be successful if we specialise.
Quality
• The content we put out should be of the quality that we would for our clients
Patience
• Rome wasn’t built in a day and neither will your social following (be).
• Do not use techniques for easy wins that may cause harm in the long term.
Compound
ing
• Social only works if all aspects of it work together for the same goal.
• Although we use different networks for different things, all must carry the same personality and maintain
the same quality content.

17. THEBLACKHOLE.CO.UK
Influence
•Some people on social are in the position that we aim to be (an authority).
•Use their following and authority to reach new audiences.
Value
•We need to say something that is worth listening to.
•The expertise that we put out through our content should be engaging or helpful
Acknowledg
ement
•Social media is, first and foremost, social.
•If someone says hi, say hi back.
Accessibility
•If someone wants to talk to the Black Hole, they should be able to.
•We need to respond to queries immediately and push people in the direction of the most valuable
source of knowledge
Repricocity
•If someone retweets us, do the same for them on occasion.
•Social is about building relationships

18. DIFFERENT PLATFORMS DO
DIFFERENT THINGS
THEBLACKHOLE.CO.UK

19. Comparison of user numbers
Facebook-
What I'm
doing/
thinking
Whatsapp-
What are we
doing
Linkedin-
Business
Skype-
Connecting
people
Google+-
Business
Instagram-
Images
Twitter- What
I'm doing/
thinking
Tumblr-
Images
Snapchat-
Images
THEBLACKHOLE.CO.UK

20. PEOPLE LIKE LOOKING AT STUFF MORE
THAN THEY LIKE READING STUFF-
WHERE SOCIAL IS GOING.
THEBLACKHOLE.CO.UK
I saw a really nice sunset. It had
loads of different colours and
the sea reflected it beautifully.
There were some cliffs in the
distance. I stood on the beach
and took a photograph.

21. Anticipate
A good fullback knows that his/her job is to cover the
areas of the field that opposition want to play in, not
where they currently are.
 People change. Media changes.
 We have to know where the trends are moving and position ourselves early as to
gain a bigger audience share.
THEBLACKHOLE.CO.UK

22. Image based platforms are growing at a faster rate
THEBLACKHOLE.CO.UK
• Tumblr, Pinterest and Instagram are all image based
social platforms.
• NB: It is worth noting that Facebook may have
experienced such a small growth because it is nearing
saturation point.

23. New platforms
 Periscope (live stream)
 Bubbly (voice recording)
 Space Tag (Location tagging)
 Rinbw (Video)
 Its not about telling people what you did
anymore. It’s about showing them or asking them
to experience it for themselves.
THEBLACKHOLE.CO.UK

24. SELLING ON SOCIAL
THEBLACKHOLE.CO.UK

25. Sell less to sell more.
 It’s easy to close the door on a salesman. Its
even easier to unfollow them.
 Don’t sell. Educate and CTA.
 It’s a marathon, not a sprint. Get into people’s
thinking, don’t hit them with the hard sell.
THEBLACKHOLE.CO.UK

26. DEALING WITH NOT VERY NICE
PEOPLE
THEBLACKHOLE.CO.UK

27. The rules
THEBLACKHOLE.CO.UK
Be Proactive
Pick Your
Battles
Apologise, but
don’t take the
blame
Embrace it
Remember:
You cant please
everybody

28. See the funny side of things
THEBLACKHOLE.CO.UK

29. Take your opportunities
THEBLACKHOLE.CO.UK
• Essentially, this starts out as a
complaint: you’ve not stocked
enough toilet roll
• Virgin turn it round into a very good
PR exercise.
• Picking subjects that will grab
attention: toilet humour is funny.

30. MEASURING YOUR SUCCESS
THEBLACKHOLE.CO.UK

31. CONTENT IS KING…
THEBLACKHOLE.CO.UK
But engagement is Queen, and she rules the house.

32. Aesthetic vs Real Engagement
 Aesthetic= Likes, Comments about the
headline, General shares.
 Real Engagement= Comments on the content,
sharing to relevant individuals.
 Neither form of engagement is less important
than the other.
THEBLACKHOLE.CO.UK

33. Do we need to see results?
 Essentially, social media is one large brand
awareness exercise, and so it can be hard to
tell the effectiveness of campaigns.
 Think long term: look at the authority of the
likes, rather than quantity. Engagement is
about quality as much as quantity
THEBLACKHOLE.CO.UK

34. SOME HINTS AND TIPS
THEBLACKHOLE.CO.UK

35. Facebook
 Facebook’s algorithm (in terms of putting your company page on a user’s news
feed), EdgeRank takes response time into account.
 Please don’t hashtag. Despite common misconceptions, Hashtags on Facebook do
actually do something. But using them on this platform is not cool.
 Its much easier than Twitter for users to see all the negative comments that others
have made on certain statuses. Be proactive in answering complaints and queries.
 Customise links- the image you share in a link doesn’t have to be the one which is
pre selected.
THEBLACKHOLE.CO.UK

36. Twitter
 No more than two hashtags per post.
 Try not to mention too many people in one post. People want to feel special.
 Put links at the middle of your tweet, not at the end.
 Attach images where possible…it makes your tweet stand out from the rest.
 Make some powerful friends.
THEBLACKHOLE.CO.UK

37. Take time to think about your hashtags
THEBLACKHOLE.CO.UK
#Clitfest (Chester Literature festival)
#whoreview (Dr Who fan group)
#penisland
#therapistfinder
#childrenslaughterhouse

38. Linkedin
THEBLACKHOLE.CO.UK
• Linkedin is a B2B platform so lets use it to talk business:
careers, finance (not in-depth and don’t bore people), new
technology, political developments that will affect your field.
• Think of the things that you like about the company; makes
sense that other people may be attracted by the same
things.
• Potential clients are on Linkedin. Target them.
• Successful people use Linkedin. Might as well target them
while we’re at it.
• Optimise your summary to terms people might search for.
• FILL IN YOUR ENTIRE PROFILE.

39. Instagram
THEBLACKHOLE.CO.UK
• Instagram is the platform of the hipster. Everything should be
cool. Ironically cool is even better.
• Hashtag everything
• Professionals and non-professionals use Instagram. Prove
that we are the former.

40. Make yourself stand out
 Finding the right voice on social seems hard, but it is just a case
of social conventions.
 Attention grabbing but still appropriate-
https://www.youtube.com/watch?v=ZUG9qYTJMsI
 People go on social to live an ‘edited’ life. So
https://www.youtube.com/watch?v=PNGuJb-kDjc, not
https://www.youtube.com/watch?v=PzP1XC51kro
THEBLACKHOLE.CO.UK

41. Lets get social
 You know those times where you say something really cool but no one is
there to hear it…….find out which platforms your audience prefer using.
 It isn’t marketing and social anymore….social is an integral part of the
marketing operation.
 Make your social goals match your business goals.
Don’t bring us down with your sales and propositions. It’s not cool to work for
the man,….man.
THEBLACKHOLE.CO.UK