@livabilityUK talk about social for business by @buckers

1. Making social perform
for your business
Hello from TMW /
! TMW is a creative digital agency based in Soho
! We run social profiles for Unilever, Diageo, General Mills, Reckitt Benkiser & Sony Mobile
! We help manage over 20 million fans and thousands of conversations every week.
@TMWagency @buckers

2. Social for business
Agenda /
! What is social media?
! How do people use it?
! How can you make the most of social
in business?
! What are the top (free to use) tools
worth knowing about?
@TMWagency @buckers

3. A business driver
What is social media? /
Social is a redefinition of relationship between brands, organisations and people

4. Background to social
What is social media? /
! Social networks allow people to link with others and share images, words and animated content
! Based on either a free to use or ‘freemium’ basis
! Provide organisations with paid and unpaid ways of reaching audiences
! Integral experiences that are often undertaken on a second screen
! A place where audiences spend a significant amount of time.

5. Background to social
What is social media? /
! Social is a combination of technology, platforms, content and behaviour
! More than a communications platform – a means to build awareness, enable advocacy and loyalty,
drive traffic to other digital properties and deliver direct sales
! Rapidly emerging as the business enabler for many organisations – social proof matters
! Simple to do well
! Business critical for many new and established businesses – pace in market and relationships
! A clear means to create competitive differentiation.

6. A few interesting facts
What is social media? /
! Marketers place very high value on social media: 86% of marketers indicate that social media is
important for their business
! Tactics and engagement are top areas marketers want to master: 88% of marketers want to know
the most effective social tactics and the best ways to engage their audience with social media
! YouTube holds the top spot for future plans: 69% of marketers plan on increasing their use of
YouTube, making it the top area marketers will invest in for 2013
! Marketers want to learn most about blogging: 58% of marketers are blogging, 62% want to learn
more about it and 66% plan on increasing blogging activities in 2013
! Facebook and LinkedIn are the two most important social networks for marketers: When forced to
only select one platform, 49% of marketers selected Facebook, followed by LinkedIn at 16%
! Most marketers aren't sure their Facebook marketing is effective: 37% of marketers think that their
Facebook efforts are effective
! Increased exposure is the top benefit of social media marketing: 89% of marketers stated that
increased exposure was the number one benefit of social media marketing.
Social Media Examiner, 2013.

7. The always on
marketing channel
How do people us it? /
Social is to mobile what email was to the PC – a major contributor to adoption and use

8. Reasons why businesses use social media
How do people use it? /
! To reach customers at multiple touch-points - 87%
! Because customers are spending more time in social media – 62%
! Chance to take message viral in social – 61%
! Moving to ‘controversial’ marketing – 49%
! Customers expect social presence – 47%
! Social marketing cheaper/cost efficient – 47%
! Chance to reach new demographic – 45%
! Segment customer using information from social – 20%
! Corporate leadership expect social – 15%.
Chief Marketers Survey, 2012

9. How to approach social
How can you make the most of social in business? /

10. 1. Social is about conversations
How can you make the most of social in business? /
Managing Starting Joining
! Effective social strategies have considered how conversations can be sustained
! Effective social management recognises the multi-layered aspects of social – from NPD, to
customer service and marketing
! Tools matter – more on this later.

11. Facebook
Twitter
YouTube
Google
PlusLinkedIn
Emerging
platforms
Blogs
2. Social is about platforms
How can you make the most of social in business? /
! Not all social networks are the same
! Successful strategies can use one or
many profiles
! Scale matters, but so does active users,
engagement and access via connected
devices.

12. 3. Social is about sharing
How can you make the most of social in business? /
! Important to think like customers - why
should I care, why should I share?
! Good social strategies balance drivers for
sharing – not reliant on giveaways and offers
! Recognise that every act of sharing is a
reflection on the sharer’s self perception and
identity.
Information
Utility
EntertainmentReward
Incentive
Personal
expression

13. Start in the right way
How can you make the most of social in business? /
! A clear strategy will ensure you gain maximum reward for your efforts
! Foundational planning will help you maintain a sustained presence that creates value
! Considered investment in the right platform and media will reduce wastage
! A joined-up content plan will ensure your social efforts are timely and respond to opportunities.

14. 1. Strategic planning
What are the important things to know? /
Set
goals
Align social
intention to your
business plan –
simple &
measurable
Respond to
customer
insight
What value do
you want to create
– what are they
already sharing
and why?
Define
platform and
participation
strategy
Determine which
platforms you can
sustain and what
your content
approach needs
to be for each
Test
and learn
Understand how
your content and
posting strategy
is working.
Understand reach
and engagement.
1 2 3 4

15. 2. Operational planning
What are the important things to know? /
Claim
platforms
Register your
business/personal
profiles and
handles.
Create your bio/
persona.
Establish your
follower/link
approach
Decide who you
want to link to
and why.
Determine what
you want other
staff to do.
Keep your
posting/
content
approach
simple
Post/respond
frequently.
Respond
to results
Use platform back-
end systems to
optimise activity.
Don’t over think it.
5 6 7 8

16. 3. Don’t forget to cheat
What are the important things to know? /
Look at what
others do
Learn from others
and pinch best
practice and key
learnings.
Use media
tactically
Understand the
paid options and
use these to
extend your
activity.
Get others to
do the work
for you
Social is
bargaining –
find what people
want and trade.
Retrospective
strategy
Don’t be afraid to
look back and say
‘that was always
the plan, honest!’
9 10 11 12

17. Top tools worth knowing about /
! Allows you to control all of your
social media channels using one
tool, across different platforms
and profiles
! Manage, maintain, schedule and
collaborate with different social
accounts using just one
dashboard
! Also has analytics and report-
building functions.
www.hootsuite.com

18. Top tools worth knowing about /
! Manage and monitor multiple
twitter feeds on one dashboard
! Often used for scheduling
tweets.
www.tweetdeck.com

19. Top tools worth knowing about /
! Insights service for Twitter.
Measures campaign reach and
translates them into "digestible"
advertising terms.
! Perfect for companies new to
social.
www.tweetreach.com

20. 1. Hootsuite
Top tools worth knowing about /
! Tracks the Twitter activity of
users or subjects you select
! You can "ask" Twitter Counter
about moods and behaviour on
Twitter
! Gauge sentiment for how people
feel about events or new
products.
www.hootsuite.com

21. Top tools worth knowing about /
! A tool for measuring how much
influence a person has on a
social platform.
! Everyone has a Klout score
between 1-100.
www.klout.com

22. Top tools worth knowing about /
! All in one programme, providing
social media monitoring,
analytics, engagement tools and
apps development.
www.socialappshq.com

23. Top tools worth knowing about /
! Allows you to easily
track and measure
what people are saying
about you, your
company, a new
product, or any topic
across the web's social
media landscape in
real-time.
www.socialmention.com

24. Top tools worth knowing about /
! Provides traffic
analytics for
websites
! Allows you to see
number of page
views, unique users,
search words that
led people to your
site and bounce
rates.
www.google.co.uk/
analytics/

25. Top tools worth knowing about /
! Measures traffic for YouTube
videos
! Gives you insights on your
viewer demographic, their level
of engagement, what devices
they watch content on.
www.youtube.com/yt/advertise/
youtube-analytics

26. Top tools worth knowing about /
! Provides details on the level of
engagement on your Facebook
page, also provides insight into
your user - age, gender,
location, etc.
On your Facebook page

27. Good luck!
Thanks /
@TMWagency @buckers