Social media half day course

1. Social Media
Pauline Randall

2. WHAT IS SOCIAL MEDIA?

3. The term Social Media refers to the use
of web-based and mobile technologies
to turn communication into an
interactive dialogue.
Wikipedia

4. Social
networking
has always
been with us
It’s just that the
ways in which we
connect are
changing…

5. It’s changed…
From the gossip round the campfire
Through chatting over the garden fence
or down the pub…

6. …to
exchanging
views at the
speed of
light
If a customer loves
something they can
share that across the
world in seconds…

7. The same goes for the things they are
unhappy with…

8. Most people now have global reach…

9. Social Media is
about
relationships…

10. Main Players

12. • Advantages • Be aware
– Free to join – Not necessarily where your target
– Connects you with lots of people audience is
– Level playing field with large – Can be a time sink if not managed
companies (almost) well
– Let’s you hear what’s going on as well
as broadcasting

13. • Advantages • Be aware
– Free to join – You need to spend time on your profile
– Connects you with lots of people – Not necessarily where you will sell
directly – more about promoting you
– Let’s you share your profile/expertise
– Groups
– Company profile
– Many jobs are now advertised ONLY
on LinkedIn

14. • Advantages • Be aware
– Free to create page – Not necessarily where your target
– Let’s you create a community audience is – still primarily B2C
– Can have separate content for people (although growing B2B in the USA)
who ‘like’ your page – Can easily become out of date –
– Your audience can join in and needs attention
comment, post pictures etc – Need to watch what is being posted -
moderation

15. FITTING SOCIAL MEDIA INTO YOUR
BUSINESS

16. You have a plan?
• Social media should be a part of your
marketing strategy which should, in turn, be a
part of your business strategy.

17. Will this complement what you’re
already doing?
• Social media marketing shouldn’t take place
on its own
• You need to connect it to your other
marketing activities
– Linking into your website
– Tying it into your ecommerce strategy
– Connecting with your offline marketing
– Being clear about what you expect it to do

18. What do you expect from social media?
• Increase sales?
• Increase leads?
• Find out what customers think about your
business?
• Customer support?
• Increase web traffic?
• Raise your company profile?
• Find out what other businesses are doing?

19. Who’s going to manage it?
• The time to ‘do’ social media has to come
from somewhere
• Do you have multiple departments using
social media?
– Sales, marketing, HR etc – is there a policy to
connect them?

20. Business Security Issues
• You shouldn’t be afraid of social media but
you need to be aware that what you say stays
out there.
• Even when you delete it there is no guarantee
that it has gone. In fact it probably hasn’t.
• So, think before you say.

21. Do you have a policy?
• On what you will publish?
• Who is going to say things
on behalf of your
organisation?
• Have you included social
media as part of your
organisation’s acceptable
use policy?

22. Account ownership
• Who ‘owns’ the Twitter account?
• And the Facebook page and the LinkedIn
company profile and your Flickr site and the
YouTube channel…?
• And what happens when they leave your
organisation?
• Or get whisked away by aliens?
• Or fall out with you?
Further reading…

23. Better safe than sorry
• Be clear about ownership of accounts
• Ensure that more than one person knows the
login details
• On Facebook make sure that you have more
than one Admin – and match the appropriate
permissions to the user.

24. DO YOU KNOW WHERE YOUR
CUSTOMERS ARE?

25. Understand your customer profile
• Who is currently buying your product/service?
• What is the profile of your target market?
• Is there a new market you can reach via social
media that you can’t get in other ways?
Male or Employment Location Employment
female? status sector
Age Income Education

28. Question: Please select the social media services on which you have an account
and also to which you have actively use or contributed to in the past month.
(% of UK internet users) © Global Web Index April 2012
Have account 16-24 25-34 35-44 45-54 55-64 UK Ave
Facebook 96% 86% 74% 69% 50% 71%
Twitter 54% 44% 53% 17% 12% 33%
Google+ 25% 33% 26% 17% 17% 23%
Pinterest 8% 12% 0% 0% 0% 3%
LinkedIn 13% 30% 19% 12% 8% 16%
Have posted 16-24 25-34 35-44 45-54 55-64 UK Ave
Facebook 75% 56% 49% 40% 32% 47%
Twitter 25% 19% 9% 10% 5% 12%
Google+ 0% 9% 7% 5% 5% 6%
Pinterest 0% 5% 0% 0% 0% 1%
LinkedIn 0% 9% 7% 2% 3% 5%
90- 80- 70- 60- 50- 40- 30- 20- 10- 1-9 0
100 89 79 69 59 49 39 29 19

29. MEASURING SUCCESS

30. If you don’t know where you’re
starting from and you don’t know
where you’re going to how will you
know when you’ve arrived?
Measurement is crucial

31. Is your time online profitable?
• If you have a clear plan of what you are aiming
to achieve then you should be in a good
position to decide whether the time you
invest online is worthwhile.

32. Some methods of measuring success
• The number of visits to your website has
increased
• The number of enquiries has increased
• The cost of support has reduced
• The number of complaints have reduced
• Sales have increased
• Brand awareness has increased
• Media mentions have increased

33. Some tools to help you
• Many measures can be taken using your in-
house data – sales etc
• Online measurement tools that you could use:
– Google analytics -
http://www.google.com/analytics/
– Social Mention - http://socialmention.com/
– Google alerts - http://www.google.com/alerts
– Facebook metrics (on your Facebook page admin)
– Tweetreach - http://tweetreach.com/

34. WHAT’S NEXT?

36. Review your current strategy
• What are you doing now?
• Will any of these tools
ADD value and help you
achieve your objectives?
• Will any of these tools
help you move into new
markets and expand what
you’re doing?

37. Watch from the side-lines…
• Lurk for a while
• See what other people are already doing
• If you’re going for Twitter join in a personal
capacity and see what’s going on
• Create an account with LinkedIn and look at
other people’s profiles, groups (lots are open
now) etc
• Check out other business Facebook pages –
particularly ones in the same sector

38. … and don’t forget your competitors
• Do they have a Facebook page?
– What are they doing there?
– How many friends do they have and who are they?
– How often are they posting?
– What are they posting?
– Are they getting engagement?
• Are they on Twitter?
– How many followers/following?
– What are they saying?
– Are they talking to other people?
– Are these people potential/actual customers or other sector members?
• Have they got a LinkedIn profile?
– How many connections do they have?
– Have they completed their profile?
– Are they engaging on LinkedIn?
– Do they update their status?

39. A plan for your business
• If you decide that social media is right for your
business:
– Take one of the social media tools
– Set your objectives for what you want to achieve from
using it
– Determine if it is possible to do that (refer to Forrester
tools re demographics)
– Take your current measurements (then you have a starting
point)
– Do your research (watching from the side-lines)
– Get follow-on training if appropriate
– Get started!

40. Website: www.florizelmedia.com
Twitter: @florizelmedia
Facebook: www.facebook.com/florizelmedia
YouTube: www.youtube.com/florizelmedia
Slideshare: www.slideshare.net/florizelmedia
Email: info@florizelmedia.com