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Association of Cultural Enterprises presentation 4 May

One day training course for people running the commercial aspects of cultural venues.

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Association of Cultural Enterprises presentation 4 May

  1. 1. Getting started in social media Claire Turner @clairet18 @helpfulHQ
  2. 2. 1. Principles for good social media 2. An overview of key channels 3. Creating effective content 4. Facebook and Google advertising 5. Measuring success
  3. 3. “We need to connect before we can sell.” Julia Bramble Social Day UK, April 2017
  4. 4. Getting it RITE
  5. 5. blog.tsa.gov Helpful Technology Relevant
  6. 6. Getting it RITE Helpful Technology Interesting
  7. 7. Getting it RITE Helpful Technology Timely
  8. 8. Getting it RITE Helpful Technology Engaging
  9. 9. What was the last thing you bought? 1. Look up the company on social media. 2. Discuss what you find. Exercise
  10. 10. Key channels Twitter Facebook Instagram
  11. 11. Twitter Short, sharp updates 45% adults 2/3 18-29 11% check > daily www.twitter.com Helpful Technology
  12. 12. Twitter What: News, real time, photos, video, networking and customer service www.twitter.com Helpful Technology
  13. 13. Break
  14. 14. Facebook Personal profile v organisation page 78% adults 92% 18-24 66% 65+ 44% > daily www.facebook.com Helpful Technology
  15. 15. Facebook What: Friends, family, reviews, events, customer service, photos, video, live www.facebook.com Helpful Technology
  16. 16. Instagram Personal & business, app first 29% adult 2/3 18-29 8% > daily www.instagram.com Helpful Technology
  17. 17. Instagram What: photo/video updates + caption, messaging www.instagram.com Helpful Technology
  18. 18. Creating effective content for social media
  19. 19. 1. Design a post for one social media channel 2. Think about image, text, timing, and your target audience Exercise
  20. 20. Helpful Technology Content iteration: best worst version
  21. 21. Lunch
  22. 22. 1. What was the last advert you saw on social media or google? 2. Why do you think it was targeted at you? 3. Discuss what you find Exercise
  23. 23. Facebook and Google advertising
  24. 24. Advertising Helpful Technology Why advertise? Increase reach Target specific audiences Different adverts, different audiences Cost effective Clear, immediate evaluation
  25. 25. Advertising Helpful Technology Are you looking for your audience or are they looking for you? 1. Clicks vs impressions 2. Auction vs fixed price
  26. 26. Advertising Helpful Technology Relevance and quality matter
  27. 27. Advertising Helpful Technology
  28. 28. Advertising Helpful Technology Facebook knows everything about you Relevance and quality matter But, that’s great for advertisers
  29. 29. Advertising Helpful Technology
  30. 30. Advertising Helpful Technology
  31. 31. Measuring success on social media
  32. 32. Have a call to action: “Click here” “Donate £2” “Sign up” “Tell us what you think” Evaluation Helpful Technology
  33. 33. Evaluation: 1. Outtakes, outcomes and impact 2. Dark social and channel switching Evaluation Helpful Technology
  34. 34. Outtakes 1. Simple to measure 2. Basic data provided by most channels 3. Likes, shares, clicks, followers Evaluation Helpful Technology
  35. 35. Outcomes 1. Less easy to measure 2. Smaller than outtakes 3. Evidence of real engagement 4. Comments, contributed content, resolved questions Evaluation Helpful Technology
  36. 36. Impact 1. Sales 2. Peer-to-peer recommendations 3. Donations Evaluation Helpful Technology
  37. 37. OK: reactions Better: comments and shares Good: click thrus Brilliant: more print sales
  38. 38. Dark social: links, offers, ideas taken out of social and in to email Evaluation Helpful Technology
  39. 39. “You see a good offer on Facebook, go to your laptop, Google the retailer and arrive at their site as a direct visit” Rob Blackie The Drum, May 2016
  40. 40. Think back to your earlier post. 1. How can you boost its reach? 2. Advertising, tagging or networking? 3. What will you measure? Exercise
  41. 41. 1. Integrate all comms 2. Connect before you sell 3. Set objectives, choose channels, RITE content, budget, test and iterate 4. Is it working?
  42. 42. Any Questions?
  43. 43. Tools: Tweetdeck IFTTT Canva Wordswag Piktochart Followerwonk Later Layout Boomerang Hootsuite Helpful Technology
  44. 44. Tips: 1. Be social 2. Be curious 3. Buy some advertising 4. Go live 5. Enjoy & keep in touch Helpful Technology
  45. 45. Thanks. @clairet18 @helpfulHQ www.digitalactionplan.com Helpful Technology

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