Social Media Bootcamp - David Harris
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David Harris' slides from the dmsso17 workshop day.
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Social Media Bootcamp - David Harris
- 1. Social Media Boot Camp MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 2. MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK when you gotta go ….
- 3. MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK and just in case ….
- 4. David Harris Managing Director of One2create Ltd MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 5. MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK about this workshop ….
- 6. Lets get social …. MARKETING WEB CREATIVE http://bit.ly/2iV5dtK @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 7. Choose the right platforms …. MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 8. LinkedIn … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 9. LinkedIn Tips … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 10. Facebook … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 11. FaceBook Tips … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 12. Twitter … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 13. Twitter Tips … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK @One2create great #socialmedia #workshop! @HarrisDharris you blow my mind! Great #socialmedia #workshop with @one2create! @HarrisDharris you blow my mind! .@One2create great #socialmedia #workshop! @HarrisDharris you blow my mind!
- 14. Instagram … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 15. Instagram Tips … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 16. Have a plan A …. MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 17. The 24 hour news cycle … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 18. Think like a journalist … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 19. MARKETING WEB CREATIVE So what’s a Hash Tag …. @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 20. MARKETING WEB CREATIVE Hash Tag Wins …. @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 21. MARKETING WEB CREATIVE Avoid Hash Tag Fails …. @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 22. MARKETING WEB CREATIVE read things before you share them …. @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 23. MARKETING WEB CREATIVE please make sure you have your facts right …. @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 24. MARKETING WEB CREATIVE THINK before you post … @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 25. MARKETING WEB CREATIVE and NEVER run a campaign like this !!! …. @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 26. MARKETING WEB CREATIVE … when will people learn !!!! @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 27. MARKETING WEB CREATIVE … or this !!!! @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 28. Superbowl blackout 2013 … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 29. Real-time marketing success … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 30. Protein World marketing campaign … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 31. MARKETING WEB CREATIVE Social media backlash … @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 32. 24 hour news cycle success … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 33. 24 hour news cycle success … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 34. MARKETING WEB CREATIVE 24 hour news cycle success … @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 35. MARKETING WEB CREATIVE 24 hour news cycle success … @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 36. MARKETING WEB CREATIVE 24 hour news cycle success … @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 37. Will people ever learn …? MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 38. MARKETING WEB CREATIVE great use of 24 hour news cycle … @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 39. Lets take a break … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 40. Know your audience … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 41. Just a few demographics … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 42. Get your thinking caps on … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 43. Lets fill in some forms … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 44. Lets split up … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 45. Lets talk content Planing … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 46. and we are done … MARKETING WEB CREATIVE @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
- 47. MARKETING WEB CREATIVE Follow us … @one2create @HarrisDharris www.one2create.co.uk @one2create 01489 232 312 INFO@ONE2CREATE.CO.UK
Notes de l'éditeur
- intro Rob and Marianne
- Mix of talking and interactive elements about platforms 24 hour news cycle hash tags Personas - Interactive session Helping people create their personas Split into groups to discuss content that could work Q&A session Content Planners Final Q&A
- Social Media If you aren’t on social media you should be How Many people here are using social media for business? Businesses are shifting more and more spend towards social channels
- Not every platform is right for every business Make sure you personal accounts give the right impression. If not, lock them down / secure them! Include a Twitter or Facebook feed on your website
- About LinkedIn: - B2B Launched in 2003 Used for professional networking Personal and business pages 500 million members (prev quarter 467 million) Demographics - 21% of users under the age of 35 - 79% male users, 21% female users Benefits of LinkedIn: Professional social platform won’t find much swearing or too much inappropriate humour Encourages thought/discussion via updates and groups within your industry Connect with clients/prospects Ability to get testimonials and recommendations Establish yourselves as industry leaders and raise your credibility use for recruitment How many have personal accounts? How many have business pages? Why build a company page? • Brand reach • Establish as thought leaders/experts • Generate sales • Customer service
- Maximising LinkedIn Personal: Share relevant interesting updates (more on content later) Business updates Industry news Like, comment and share others posts Endorse others Recommend others Join/follow and share links to relevant groups and interact post content with links back you your website/blog Maximising Company Page Share relevant interesting updates: • On company homepage type in update • Add link or image • Choose audience Followers demographics within followers (ie age, location, etc) • Share • To delete, hover over and click delete • Review post’s impressions, clicks, interactions, engagement (drop down) • Comment on own post • Pin posts to top (if important)
- About Facebook - B2C Launched in 2004 Used for social and business Personal and business pages 2 billion up from 1.94 billion users 3 months ago Demographics UK Demographic – 49% male users, 51% female 26% of users aged between 25-34 (UK) Benefits of Facebook Softer social media platform (B2C) – which is why it doesn’t work so well for One2create – we aim for businesses rather than individuals Direct route to customer/prospects Targeted advertising – eg. jewellers selling wedding rings – females who are engaged. Platform with the most users How many have personal accounts? How many have a company page? PERSONAL PROFILE You need to have one to create a company page Dummy account vs. personal account legitimate email address Follow the easy set up steps COMPANY PAGE Why build a company page? Brand reach Establish as thought leaders/experts Customer service Advertising Generate sales Requirements for having a company page: • No requirement for number of likes/connections • You can ‘Like’ and interact with users as a company Business likes don’t show up in number of likes
- MAXIMISING FACEBOOK Build audience and interact Like Pages to fill timeline and interact however, doing this doesn’t count towards ‘likes’ for your business Like/Comment on other Pages’ posts Advertise/cross pollinate via other social channels, marketing materials, email signature Run Competitions business page likes comments engagements Rich Media Posts Videos Infographics Funny Images Facebook Live
- About Twitter - B2B/B2C • Launched 2006 • Used for social and business • Micro-blogging site • 328 million - up from 317 million users (1.3 billion registered users (not active) NB Instagram has 600 million users up from 500 million in June 2016 Demographics - Over 65% of users are under 34 - Over 80% access Twitter from their mobile device - 29% check their Feed multiple times during the day - Relatively even, 49% male users, 51% female users Benefits of Twitter: • Fast paced social platform • High levels of interaction using hashtags • Access to connect with all levels of users • Advertising How many have personal accounts? How many have company accounts? PERSONAL PROFILE You don’t need one to set up a company page • But it’s good to have a personal one to share company updates with your followers and promote yourself – people buy from people • Follow the easy set up steps COMPANY ACCOUNT Why build a company accounts? • Brand reach • Establish as thought leaders/experts • Customer service • Generate sales Requirements for having a company account: • No requirement for number of followers/connections • You can interact with users with a company account
- MAXIMISING TWITTER Find and follow users By Twitter handles By keywords By hashtags Search relevant hashtags Tweet interesting, relevant content Use relevant terminology @ When you @ someone the only people who see the message are people that follow you and the person you’re @-ing e.g. “@hantschamber great social media training today!” To ensure everyone sees your tweets simply start your message with lead in text or a full stop E.g. “Thanks @hantschamber, great social media training” or “.@hantschamber great social media training today!” # - is used to mark keywords or topics in a Tweet. It is used to categorise messages, and make it easy to find. RT DM #FF #hampshirehour Likes (used to be favourite) Best tweets will appear slightly larger Pinned tweets for important info @One2create great #socialmedia #workshop. @HarrisDharris you blow my mind!
- About Instagram B2B/B2C • Launched 2010 • Used for social and business • Image and video sharing platform • 700 million users (up from 600 million users 3 months ago Demographics Rapidly growing platform Younger platform Benefits of instagram: Fastest growing social platform ever easier to get better engagement use lots of hashtags for increased reached you can post as often as you like without fear of pissing people off High levels of interaction using hashtags Use varied content related apps for video and imagery Access to connect with all levels of users Advertising via facebook or solo How many have personal accounts? How many have company accounts? PERSONAL PROFILE You don't need one to set up a company page • Follow the easy set up steps COMPANY ACCOUNT Why build a company accounts? • Brand reach • Establish as thought leaders/experts • Customer service • Generate sales Requirements for having a company account: • No requirement for number of followers/connections • You can interact with users with a company account You must link to your business Facebook account to verify yourself as a business
- MAXIMISING Instagram Find and follow users By Twitter handles By keywords By hashtags Search relevant hashtags Post interesting, relevant content regularly minimum of 3 times per week Business account gives analytics of best time to post based on your profile # - is used to mark keywords or topics in a Tweet. It is used to categorise messages, and make it easy to find. Like (heart) Comment Send (not share) to your followers only repost image and tag them in for improved reach ie after an event to thank them for attending
- TIME CHECK - SHOULD BE 11:30 Don’t create content and then decide on an outcome Think of an outcome and then create content around it More business page likes, more website visits, etc 80/20 rule - discuss
- We all live in a 24 hour news culture Our customers are used to getting what they want, when they want it They have also got a lot less time to listen to you Become part of the 24 hour news cycle Talk about what matters to your audience right now Show them why you should matter to them too
- Think like a journalist Create content that is part of the news cycle Follow the news and think about your readers Sports Events are great 24 hour news cycle opportunities Capitalise on social sentiment to get you message out to a larger audience
- A hash tag in front of a word help people to find things in search Avoid making new hash tags for the wrong reasons Check hash tags before you use them. wet wednesday Hashtags originated on Twitter but not a Twitter function. A broken plane landed in the Hudson River in early 2009 A Twitter posted with #flight1549. Somebody else posted with #flight1549 and so on. For info on the situation, you could do a search on "#flight1549".
- Great use of a Hashtag Snickers - You’re not you when you’re hungry
- Happy Friday RIP prince!
- BA shared an advert from Virgin
- Oscars blunder from Total Beauty !!
- Boston Journalist!
- Seoul Secret “White Makes you Win” campaign to promote skin lightening cosmetics!
- “Only one rainbow matters this pride. Give the rainbow, taste the rainbow”
- Nivea Facebook controversial advert for their deodorant *** White is Purity! *** Additional caption - 'Keep it clean, keep it bright. Don't let anything ruin it.' poster was shared by extremist right-wing groups. Another group commented: 'Nivea has chosen our side and the most like comments are glorious'. Nivea had to issue an apology
- Superbowl 2013 15,000 retweets Twitter following increased by about 8,000. 20,000 likes on Facebook. From 2,000 Instagram followers pre-game to 36,000 Super Bowl ad-spurred seven-week contest for the best part of the Oreo More than 16,000 pictures submitted by consumers as votes for “Cookie” or “Creme,”
- #everybodysready
- Simply Be
- Dove
- The Protein world guys are at it again! Within hours people were complaining via social media Ad agency responded 'The strap line is a deliberate play on the traditional notion of "thinking big". 'The model is a fit, healthy and strong female and we’re proud she is fronting this campaign. “Think Small,” refers to the size of the bottle.’
- 89th Oscars in 2017 La La Land the winner !!! —- oops should have been Moonlight
- Time Check - should be 11:45
- TIME CHECK - SHOULD BE 12 Noon Talk about personas and why they are important Gender Location Age Bracket interests Budgets sign-off -? etc Where do you get this ask your sales people who their perfect sales meeting is with Look and Google Analytics to see the demographics of website visitors with conversions Social Media demographic
- discuss some persona types general stereotypical interest etc (MD) industry specific knowledge from clients use 02c personas
- What gender percentage do you believe your target demographic to fall into? male female What key locations would your target demographic be in? Southampton, hampshire, south of UK Please list 5 job titles that your target demographics may have MD, Sales Director Age Bracket 45-55 years old Size of Company 20 - 50 employees Main Interests TV/film, travel Hobbies Golf, cooking, cars Other factors educated to degree level, etc
- TIME CHECK - SHOULD BE 12:10 hand out persona forms and get people to fill them in (10 minutes)
- TIME CHECK SHOULD BE 12:20 Split into groups to discuss content for personas - 15 minutes FTSE SME SMALL B2C if time ask if any personas in the room agree with the content - 10 minute
- TIME CHECK - SHOULD BE 12:40 Content Planner - business card to get the rest of the content planner 12 months for electronic version 80/20 split fill in soft content first add in targeted business content hand out content planners
- questions if time