Social media 101 | 3 October 2015 at Platinum Sketch Studios
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This document provides an overview of using social media for small businesses. It discusses the state of social media in 2005 vs 2013 and how businesses can use different types of content like paid, owned, and earned content to achieve their objectives. The document also discusses how social media can be used to connect with customers, drive traffic, build awareness, credibility and manage reputation. It provides tips on using hashtags, tagging, visuals and monitoring conversations as well as tools for analysis, listening and scheduling posts. The document emphasizes having a strategy and consistency over time to see effective results from social media.
![[The three little pigs video]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Social media 101 | 3 October 2015 at Platinum Sketch Studios
- 1. Social Media 101 for small businesses
- 2. [The three little pigs video]
- 3. How can I use social media to achieve my business objectives?
- 4. 1. The state of social 2. Content 3. Influencer marketing 4. What social can achieve 5. Practical stuff: Making it happen 6. Further learning Q&A On the menu
- 5. 1. The state of social
- 6. 2005
- 7. 2013
- 9. You’re at a bar…
- 10. Source: We Collaborate. 13m 7.4m 2.6m 4.6m
- 11. 2. Content
- 12. Think about your brand
- 15. the average attention span of the human adult
- 16. the average attention span of the human adult 8.25 seconds
- 17. Content: Make it meaningful
- 19. The audience of one
- 20. What your content plan might look like
- 21. 2. Influencers
- 23. Collaborate
- 25. 2. What social can achieve
- 26. 1. Connect with your customers, potential customers and supporters
- 28. 2. Drive traffic
- 29. 3. Awareness
- 30. 4. A deeper understanding of your product
- 31. 4. Reputation management Monitor conversations and sentiment
- 32. 5. Build credibility and trust
- 35. When not to use social media • To fix something big – take it offline • To sell sell sell • To talk about yourself all the time • To control the conversation • To share bad content
- 36. “A customer is for life Not just for Christmas.” -Anon
- 37. 4. Good practice
- 38. Hashtags • Hashtags can be “active” on every platform but Linkedin (different ways of use) • Event hashtags: keep them short & sweet • Make them shareable
- 41. Tagging A simple tool to make your tweet go further And of course, connect and converse
- 44. Post length Attention spans Visual clutter Devices K.I.S.S!
- 45. 86% of internet users in SA access the internet via mobile technology - Mobile Marketing Association of SA
- 46. “Copy is like a skirt. It should be short enough to keep it interesting but long enough to cover the subject .” - Unknown
- 47. Visuals Again, keep it simple Let your imagery and copy work together
- 50. Frequency
- 51. Good manners (and crisis plans)
- 52. 5. Practical stuff: making it happen
- 54. Skills • Strategy • Content planning • Content creation: writer, graphics etc • Community management • Data analysis
- 55. How much does it cost? • Depends on what you aim to do • Who you hire • How you aim to get there
- 56. The digital advantage: measurement Tracking and optimizing AS YOU GO
- 57. What advertising looks like
- 58. Twitter
- 60. Linkedin
- 61. Linkedin
- 62. Handy tools
- 63. Analysis: Native tracking - Free tools that come with Facebook, YouTube, Linkedin, blog etc Google analytics on your website Social Bro – community insights for Twitter Bitly Hashtracking
- 66. Listening: Hootsuite – scheduling, tracking keywords etc (and scheduling) (also good for scheduling) Google alerts- monitoring online reputation
- 69. The rewards: Learning, improving, growing
- 70. What does effective social media look like? • It starts with a strategy • It builds relationships • It’s founded on relevant, real & value- adding content • It is consistent over time • It’s always evolving
- 71. 6. Further learning • The Quirk textbook (free!) • Sign up for news: – Memeburn – Social media examiner – Content Marketing Institute – Adweek – Forbes – Mashable • Ask Google! • Practice
- 72. Q&A
- 73. Thank you More here @georgiechennels Or find me on Linkedin Georgie Chennells
Notes de l'éditeur
- Social media 101 For small businesses
- This is the question I will try to answer today. Remember that social media is actually a vast field, and there is no one answer to this question. You’ll need to explore this yourself to find out exactly what fits, but hopefully today I can equip you with the knowledge to start out successfully.
- I will try do this in the allocated amount of time. If I go over time please stop me!
- Social is mature enough to be the next layer in all our everyday experiences shift to more open view of business. Instead of broadcasting, we're finding more conversations Instead of protecting information, we're finding ways to share it. Instead of corporates being viewed with suspicion, we're finding more and more that corporates are opening up, sharing their good news stories and earning some trust and respect for the way they do business. Social media today is more powerful than it has ever been Social media marketing is the process meeting business objectives through social media. Social media marketing programs usually centre on efforts to create content that attracts attention and encourages readers to share it across their social networks.
- What is social media? Explain this metaphor People are talking. This is your opportunity to participate. Keep in mind you can’t control the conversation. You can only participate. The same as Sam Green Eggs and Ham’s pic: Look at me, vs Look at this cool brand
- http://www.worldwideworx.com “The secret for companies trying to leverage social networks lies not only in numbers of uses, but also in how heavily those users engage in these networks. NB What works on one platform doesn’t necessarily work on another And small things can make a big difference 22% of the population access it on their phones
- Know what you’re about It starts with a strategy: Who are you and what do you want to achieve? How do you communicate? What resources are avialble to you? And how do you connect - What’s your brand’s personality? Voice and tone
- Whatever your business or organisation, you have objectives, whether it’s to sell more shoes, plant more trees, garner more donations. If you don’t use your social media to fulfill these objectives, you’re wasting your time. What do you need? Be top of mind when someone maknig a purchase? Share awareness of your brand, or current events around your brand? Build loyalty amongst those who know you – strengthen those bonds Build relationships with sponsors?
- Paid – those ads you buy. A billboard? A banner ad? A post in your newsfeed? They’re all you making your content reach more people. Owned – the stuff you control. Your website, your Facebook page (to a degree, although Facebook actually owns that) Earned – when other people talk about you for you
- GUESS the average att span of human adult
- 8.25secs is the average att span of human adult
- It’s founded on relevant, real & value-adding content Make your profile worth following. Think about what makes your content unique and why people should follow you Decide where you are going to position yourself and what you can do best. Ideas: “from the field” Have a live Twitter debate using your own custom hashtag, or participate in other relevant debates Amazing photography on instagram, or niche imagery Give in depth opinion on current, relevant events through blog articles, videos, infogrpahics, tweets Share what you’ve learned - ways to help others Contests, giveaways (be careful here)
- It builds relationships Understanding your audience It’s about them, not you! Also harnessing the power of advocates and influencers Thinking about who you are talking to What they want out of the interaction – it’s not all about you
- Plan your content This is an example of a content plan
- Earned media: influencers Build relationships, online & offline Invite them to your events Or collaborate with them Or be an influencer yourself! (more on that now...) KEY to this is finding people who FIT They actually WANT to be associated with you. Or they get something great out of it. It’s good for their personal brands too That way everybody wins (And we avoid that difficult problem of monetisation)
- The #SABreweryWalk
- Harnesssing the power of brand advocates, Or those with similar values, goals. Combine communities.
- You can be an influencer too! Position yourself in your area of expertise and share your knowledge in order to establish your organisation as a leader in that field
- 1. Connect with your customers, potential customers and supporters Word of mouth really powerful here ITS ABOUT YOUR AUDIENCE Eg. Hold an event, your audience will be shown to be attending, and can invite their friends
- Appreciate your audience
- 2. Drive traffic (& increase your findability on Google) Yes, social media community size and links increase Google rankings. But social is also a great place to share news and updates, increasing your web traffic. Eg Twitter driving Anthropologie driving
- 3. Awareness Social media lets you increase brand awareness and reach with little to no budget Give eg of something newly launched Or a deeper understanging of your product
- 4. A deeper understanding of your product
- 4. Reputation management Monitor conversations and sentiment monitor trends, find opportunities for growth Find pain and passion points Eg Shell! Or just
- 5. Build credibility and trust Share the stories of what happens behind the scenes Over time consistency
- For this event we actually created a hashtag so employees could all participate
- 6. Change perceptions Activist Or just generally opinion
- When not to use social media To fix something big – take it offline To sell sell sell To talk about yourself all the time To control the conversation To share bad content
- [moment of pause before next section] It’s a long term thing So don’t do anything too shallow and stupid
- Hashtags on every platform but linkedin (different ways of use) Event hashtags: keep them short & sweet Make them shareable >>EG ON TWITTER
- In-twitter Starting your tweet with a “.”
- In-twitter Starting your tweet with a “.”
- In-twitter Starting your tweet with a “.”
- You are speaking in a noisy, rushed world ALSO - post length on Twitter: leave space for images and links Post length on other platforms, esp Facebook: consider length. You have very little time to capture attention. 3 sentences max, 160 chars max wherever possible. Work with images!
- More and more people are accessing social media via their phones. Latest stats from http://mmasa.org/index.do?ix=46859 (Mobile Marketing Assosication of SA) Top sellers BlackBerry Z3 2. Samsung Galaxy S5 3. Apple iPhone 6 (16G) 4. BlackBerry 9720 5. Apple iPhone 5 (16GB)
- User experience. Keep your user in mind at every step! Again, KISS! Images - must work with the post! As for videos. Facebook wants you to embed your videos on its platform. Twitter is nicer and can pull your YouTube clip through. You can also be more effective: Save writing by using the two to efficiently communicate different parts of the same message
- Can you spot the difference?
- Find your optimal time Facebook – once a day (maybe twice if you have to) Instagram – no more than 3 per day unless you’re at fashion week or design indaba or somehting Twitter - 5 Depends Multiple posts on Twitter: 2 hours later 2 days later week later month later
- Don’t ignore people unless they’re trolls Be polite, acknowledge Sincere – authentic. A brand is not a person, but still has some humanity. Everyone knows there’s a community manager behind there! Crisis plans Respond asap and clear up the issue Treat them with respect – do not stoop Take it offline
- Growing slowly…
- Bring on the right people with the right skills for what you need. Or put the hats on yourself And make sure they’re digitally savvy.
- How long is a piece of string? Look ahead: plan to continue Costs to consider paid media -spending a little on design
- Understanding the metrics and measuring your success What’s important to measure? Fluidity of social media Remember to track and find insights. Use them to better your practice How do people interact with your content – clicks, comments, shares etc? Which are the most popular? Are these same people converting to customers? How many people visiting your website are new vs old?
- Here are some examples Twitter Facebook – ads, banners, Linkedin YouTube
- https://biz.twitter.com/products/pricing You don’t need about R100k any more! But you need a bit
- Facebook ads manager Can start with R50 or so It’s about R5/ engagement – dependin Facebook ads manager g…
- You need $20 only
- Tools needed POSTING & SCHEDULING SOCIAL LISTENING - Hootsuite –free scheduling and monitoring Social bro – community insights Google alerts Hashtracking Twitter trends Check out others BE CAREFUL OF AUTOMATING EVERYTHING And don’t post the exact same thing on each channel
- Check out others BE CAREFUL OF AUTOMATING EVERYTHING And don’t post the exact same thing on each channel
- Social bro – best time to tweet
- Others: Buffer Twittimer Tweetdeck Sprout social
- The rewards
- Just as a reminder: what does effective social media look like?