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Social Media Training 2016

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From Instagram to Facebook and Pinterest to Twitter, these slides cover off all you ever needed to know about social media and form part of our in-house Social Media Training.

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Social Media Training 2016

  1. 1. ©Noisy Little Monkey | 2016 Social Media Training November 2016
  2. 2. Natasha Jon Ste Claire Creative Director Technical Director SEO Manager Events & Marketing Meet The Team About Us Josh Natalie Lo-Mo Specialist Account Executive Nicola Lucy Managing Director Account Manager Holly Account Executive Mr Dog VIP Shaking
  3. 3. The company we keep 3
  4. 4. Trusted by4
  5. 5. ©Shawnzrozzi So Who Are You?
  6. 6. Today Content FacebookTwitter Snapchat LinkedIn InstagramPinterest
  7. 7. Expectations •I don’t have all the answers •I’ll probably be wrong •You will probably be wrong. •Things that work for me may not work for you. •Take everything with a pinch of salt – If it doesn’t work try something else. DEAR GOD, WHY DOES IT KEEP CHANGING
  8. 8. Let’s Start! Content!
  9. 9. But why write content? •“QDF” - Google likes fresh content (your deeper content should rank better) •A great way to engage with your audience and attract them to your website •Allows your audience to feel affinity with you and build lasting connection •Demonstrate your knowledge and authority on particular topics
  10. 10. How to write great content? You need to start with…..
  11. 11. Who are you writing it for? Who is your target audience? ©Reuver
  12. 12. Personas ©Reuver Who AreYou Trying To Reach?
  13. 13. BACKGROUND: • Lives in small village near city • In Grade II listed house (doing it up) • Married, with toddler DEMOGRAPHICS: • Male • Mid 30s • 30k IDENTIFIERS: • Teacher / Lecturer at University • Uses Twitter & potentially Reddit • Facebook (mainly posting pictures of kids for grandparents) • Always on phone • Bit of a geek/ gadget fanatic IAIN | GADGET DAD Personas Who Are You Trying To Reach?
  14. 14. IAIN GOALS: • Providing for family • Being seen to be a ‘great dad’ CHALLENGES: • Taking time off • Time to socialise • Replacing his bachelor pad items in home to become more family friendly HOW WE CAN HELP: • Useful recipes • Special offers • Technical tips • Value for money OBJECTIONS TO BRAND: • Brand recognition • Lack of online selling
  15. 15. IAIN Additional Notes: • Tech Savvy but only on what he knows • Drinks cider / craft ales or mojito if he’s out • Shops at Sainsbury's, designers at Debenhams • Reads BBC, The Guardian (online) Observer on Sunday (print) • Watches Goggle Box • Cooking for friends, cycling when time • First thing in the morning: • Checks email and/or social media • Makes his wife a cup of tea • Night owl • Not massively into music, feels like he ought to have cooler taste. Doesn’t own a DAB radio but does have Spotify
  16. 16. BACKGROUND: • Lives in Worcester • In long term relationship, just got engaged with new born and 3 year old DEMOGRAPHICS: • Female • Late 20’s • 28k IDENTIFIERS: • On maternity leave (PR) • Owns a Viszla • Uses Twitter, Facebook, Pinterest and Instagram. • Takes lots of photos on phone of kids, the dog and of her food creations • Thinking of starting her own blog ANNA | MULTI-TASKING MUM
  17. 17. BACKGROUND:  Lives in same family home as she brought up children  Married 35 years  3 children left home DEMOGRAPHICS: • Female • Late 50s IDENTIFIERS: • Part-time estate agent • Has an iPad / Kindle for holidays • Keen gardener • Uses Facebook to stalk her children and loves Pinterest JUDITH | JOINT PURCHASE
  18. 18. Everyone loves a list and with your extensive range, you’ve got a great selection to suit a range of personalities. • 27 gadgets you don’t need (but must have!) • 7 frivolous finds for the coffee connoisseur in your life • 11 amazing creations you can make with a spiralizer • Our favourite coffee blends • 5 gifts for tea lovers • The best multi-tasking gadgets every kitchen / mum / dad needs • 13 kitchen essentials for new students • 25 Best kindle reads • 17 cooking book apps for the iPad CAMPAIGN: GADGET GUIDE Perfect for gadget loving Iain and helpful for gift inspiration for Judith or Anna – Can be done just on Facebook over a couple of days, each day highlight use etc.
  19. 19. • Guide your content calendar • Guide the timing of your shares • Frame content differently (depending on target), still using the corporate tone • Repurpose your content • Measure and improve • Stay focussed 19 Personas help
  20. 20. • You’ll never be able to write a piece that works for EVERY audience, so don’t try! • Your intended persona should always be your starting point • Don’t assume knowledge, but don’t patronise • Entertainment for one persona might be dull for another, so target where appropriate 20 If everybody looked the same…
  21. 21. • You’ll never be able to write a piece that works for EVERY audience, so don’t try! • Your intended persona should always be your starting point. • Don’t assume knowledge, but don’t patronise. • Entertainment for one persona might be dull for another, so target where appropriate. • Maybe think about the negative too? 21 If everybody looked the same…
  22. 22. 22 Your Turn Smith, Smith & Smith Solicitors Sunshine Kids
  23. 23. What I want to know: Demographics: • Name? Age? Where do they live? Kids? Background: • Job role? How much do they earn? • What do they read? Drive? Goals: • What challenges do they face at work? • What do they want to achieve personally & in their career? 15 minutes in your groups IT Journalist Challenges: Being ahead of the latest geek trends, stock news, tech gossip, being found out. Wants: Google Glass, Bylines in the nationals, her big break. Reads The Register, Guardian Tech, gizmodo, TC, Mashable, Buzzfeed, NextWeb Uses r/tech, Google+, Twitter & Facebook
  24. 24. • What is his/her name? What is her age? • What city/area do they currently live in? What type of housing does he currently live in? (Rented flat etc.) detached house • Is he single, dating, or married? Kids? Pets? • What are their favourite TV shows? Bake Off, Box sets, Corrie etc. • How do they spend the weekends? Socialising, entertaining • Where do they shop? Local, markets, high street, M&S, Fat Face etc. • What’s their job? Things to consider? • Are they buyer or persuader / researcher (joint purchase etc.) • What challenges do they face at work and at home? • How can you help solve their unique challenges? • How does he prefer to communicate? Social or email • What social networks do they spend time on? Twitter, Facebook, Pinterest • What objections would they have to buying from Sunshine Kids? • What factors might make him choose a competitor’s product over your own?
  25. 25. • Give your content purpose – What do you want your audience to do or feel after reading your blog post? Do you want them to: • Share it, engage, converse, feel informed or enlightened? • What can you write about to help or inspire your audience? • Can you answer their queries? • What do they need to know about you? 25 Using Personas to create purpose
  26. 26. More than words How-To Guides Step by step guides Top Lists Top ten Opinion Over Controversial Topics Provide perspective Data Interesting stats News What’s trending Interviews Meet the team Infographics Turn data into a visual format Product, Service, or Content Highlight what you do Reviews Provide opinion Pro/Con lists Help make people make decisions Video/Audio Content Bite size information Seasonal Content Valentines day, Pirates day, Christmas etc.
  27. 27. • The stories we relate to the most are the ones that reflect our own experiences. • This can be done not only via the content but with the language and imagery used. • Good content should grab (and hold) attention from the right people • Provoke the desired emotional response(s) • You’re keeping users informed, being transparent and approachable. • What are your users needs? • How does that information transform on your website to a tweet? • How do you encourage discussion? 27 Telling a story
  28. 28. 28 WebsiteBlog
  29. 29. Headlines
  30. 30. 30
  31. 31. 31
  32. 32. 32 © Allen Skyy Seasonal Themes
  33. 33. Evergreen vs Jellybean
  34. 34. 34
  35. 35. Come up with 5 blog topics for your persona Example: • Blog title: 5 ways to improve your relationship • Description: Stats about separation – provide useful digestible chunks of advice. • CTA: Get in touch. 35 Brainstorm – 10 minutes
  36. 36. 36 © Allen Skyy Images are a big deal Sixty-three percent of social media is made up of images
  37. 37. 37 Make sure your website is responsive Mobile devices account for 76% of all time spent on social media | Comscore
  38. 38. 38 Questions
  39. 39. Why Use Social Media?
  40. 40. Awareness Advocacy ConversionsTraffic Why Use Social Media?
  41. 41. 41 Awareness
  42. 42. 42 Traffic
  43. 43. 43 Conversions
  44. 44. 44 Advocacy
  45. 45. 45 Advocacy
  46. 46. SMART Goals on Social Media Goal Content Measure Brand Awareness • Posts • Promotions • Blog Posts • Outreach • How many branded # • @mentions • Follower Growth WebsiteTraffic • Giveaways • Competitions • Blog posts • Google Analytics – link clicks / time on site Conversions • Discounts • Giveaways • Offers • Product Promotion • Conversions – purchases, purchases, downloads Advocacy • Outreach • Blog Posts • Referrals • Customer Service • How many branded # • @mentions • User Generated content • Comments 20
  47. 47. Plan | Test | Execute | Refine Deal With Negativity
  48. 48. • If it’s outright wrong – correct it, with humour ideally • If you’ve made a mistake – accept it, apologise and fix it (maybe IRL!) • If it’s opinion – ignore it • If it’s threatening or abusive – block and/or report it • Use names, be human: “@MrJonPayne Oops – Sorry Jon, We’ve fixed that now. Thanks for pointing it out” 48 Crisis Management
  49. 49. 49 Feeding Trolls…
  50. 50. 50 Feeding Trolls…
  51. 51. 51 Feeding Trolls…
  52. 52. 52 Feeding Trolls…
  53. 53. 53 Feeding Trolls… • Requires empowerment of team • Requires courage • Requires humour • Is better with understanding of memes / pop culture • If Kittens, Kardashians and GIFs ain’t your thing, DON’T FEED THE TROLLS
  54. 54. Do you want to be yourself on social media or present a brand voice?
  55. 55. 55 Twitter
  56. 56. ©Noisy Little Monkey | 2016 Your Audience onTwitter Advocates JournosNerds
  57. 57. 57
  58. 58. Think about how much time you’ve got & be realistic
  59. 59. 60
  60. 60. 61
  61. 61. 62
  62. 62. 63 Use a clear profile photo & cover photo People will search for particular keywords so make sure you’re easy to find by including a good twitter description and use a relevant twitter handle. When tweeting use a mix of RT, Opinion led tweets and comments Use Twitter lists to curate content to share Your Twitter Profile
  63. 63. 64 Using Hootsuite
  64. 64. 65 Analytics
  65. 65. 66 LinkedIn
  66. 66. 67 Use a good profile & cover photo Update your contact details Link to your other profiles LinkedIn Profile Make sure your profile is up to date Connect to relevant people Update your URL
  67. 67. 68 Contribute to Groups
  68. 68. 69 Post to Pulse
  69. 69. 70 Facebook © Coletivo Mambembe
  70. 70. 71 Why use Facebook? Via Simply Measured
  71. 71. 72 How do you feel about Facebook?
  72. 72. 73 What’s changed? • September 2013 – Reduced the reach of brand pages • Old news will be pushed down – breaking news, live events & trending topics will surface more regularly • From January 2015 – Facebook will begin monitoring and reducing the appearance of overly promotional posts Via Buffer
  73. 73. 74 Facebook • April 21, 2015 - The content posted by your friends, items such as photos, videos, status updates or links, will appear higher in the News Feed, potentially having an effect on the visibility of content from Pages. • June 12, 2015 - How much time you spend viewing stories becomes a factor Facebook uses to determine what to show at the top of your News Feed. • The signals from content you spend more time with will help determine what appears higher in the News Feed, potentially having an effect on the visibility of content from Pages. Via Buffer
  74. 74. 75 Facebook US Audience via Ad Week http://goo.gl/IHH2Lq
  75. 75. 76 WOT DUZ DAT MEAN ur STYLEZ, BRUV?
  76. 76. 77 What Facebook likes A perfect Facebook post: • is a link • is brief - 40 characters or fewer, if you can swing it • gets published at non-peak times • follows other posts on a regular schedule • timely and newsworthy via Buffer
  77. 77. 78 What Facebook likes
  78. 78. 79 Your turn Smith, Smith & Smith Solicitors Sunshine Kids
  79. 79. 80 Your turn • Should your client be on Facebook? • Who is their target audience for Facebook? • Tone of voice? • What type of content should they post?
  80. 80. 81 Analyse Find out what works for you
  81. 81. 82 Insights Overview
  82. 82. 83 Insights Overview
  83. 83. 84 Not always as it seems
  84. 84. 85 What works for us
  85. 85. 86 Consider Advertising
  86. 86. 87 Advertising on Facebook
  87. 87. 88 Advertising on Facebook
  88. 88. 89 Advertising on Facebook
  89. 89. 90 Advertising on Facebook
  90. 90. 91 Facebook conclusion & tips • Choose your goals for Facebook • Test post styles, imagery and text • Look at insights • Set aside a budget for paid.
  91. 91. 92 How much to spend?
  92. 92. 93 Questions
  93. 93. 94 Instagram
  94. 94. 95 King of Social Engagement? Instagram delivers brands 58 times more engagement per follower than Facebook and 120 times more engagement than Twitter.
  95. 95. 96 Yes, you do belong
  96. 96. 97 Yes, you do belong
  97. 97. 98 How to plan for Instagram • Look at what your competitors are doing • Establish your Instagram goals – increase brand awareness? Traffic to your website? Branded hashtag mentions? • Establish how often you can post • Consider linking with Facebook (for ads!) • Think about a style or some consistent plan
  98. 98. 99
  99. 99. 100
  100. 100. 101
  101. 101. 102
  102. 102. 103 Pinterest
  103. 103. 104 Who uses Pinterest?
  104. 104. 105
  105. 105. 106 Is your audience on Pinterest?
  106. 106. 107 Is your audience on Pinterest?
  107. 107. 108 Be Inspired
  108. 108. 109 Type of pictures are important
  109. 109. 110 Type of pictures are important
  110. 110. 111
  111. 111. 112
  112. 112. 113
  113. 113. 114 Snapchat
  114. 114. 115 Snapchat is growing fast
  115. 115. 116 A Snapchat glossary • Snapchatters: Snapchat users • Snaps: Photos or videos taken via Snapchat (you can send a snap to a snapchatter, but it can only be viewed by the recipient for one to 10 seconds before it disappears forever) • Snapback: A reply to a snap • Story: A snap you can broadcast to followers (recipients can view it an unlimited amount of times in 24 hours, and you can also post multiple snaps to your story in one day to create a narrative of sorts) • Scores: The total number of snaps you have sent and received (appears next to your name in friends' contact lists and vice versa) • Chat: A feature that lets you privately/directly message friends • Here: A feature that lets you start a live video chat within a direct message • Memories: A feature where you can privately save Snapchats that you’d like to keep
  116. 116. 117 How do I build a Snapchat community? • You can’t search within the app for people with similar interests or backgrounds – you can only befriend people you know (or whose usernames you know) • If Snapchat is the platform that works best for you, share your Snapchat username on your other profiles • Use Twitter and Instagram to support your Snapchat – post snippets of what you’re filming on other channels and say ‘follow my story on Snapchat (username here) for more!’
  117. 117. 118 How is it social? • Tell your ‘story’ through 10 second video clips or images • You can upload footage from your camera roll but this will appear as ‘memories’ and it not proving very popular • Better Snapchat stories are real time footage, filmed on the phone, as & when things happen • Provides a sense of real time genuine connection to peers • Great for building momentum/excitement – used by lots of brands to show ‘sneak peeks’ of upcoming things • Stories disappear after 24 hours
  118. 118. • Sharing snapchat thangs via other social channels. Changing bio image to be snapchat ish 119 How do I build a Snapchat community?
  119. 119. 120 Questions
  120. 120. 121 Toolkit
  121. 121. Monitor . Measure . Improve Hootsuite | Bufferapp | Professor Traffic
  122. 122. Any Questıons?
  123. 123. Unlocking Potential Online
  124. 124. Hey I just met you & this is crazy… CONTACT US! 0117 327 0171 Search: Noisy Little Monkey @NoisyMonkey

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