The presentation introduces social media marketing fundamentals and provides best practice tips for businesses that want to utilise social media as part of their marketing activities

1. Getting started in social media
Social media fundamentals and best practice tips for business
Prepared for the University of Oxford Begbroke Transfer
Wednesday, 2 November 2011

2. Introductions

3. Who is Obergine?
Full service digital marketing agency.
We create online and mobile solutions that add value
to our clients and their customers.
Clients include:
 Oxford University Press
 University of Reading
 Concha y Toro
 Cono Sur Vineyards & Winery

4. About the presenters
Anna Storrs
Digital consultant and project manager
Anna leads the Concha y Toro account for Obergine for
digital and print marketing activities.
www.twitter.com/annastorrs
Jeremy Anderson
Digital director
Jeremy is a founding partner of Obergine and is
responsible for client services and digital strategy.
www.twitter.com/jobergine

5. Social media fundamentals

6. What is all the hype?
Facebook me! Uh oh, I’ve
been tagged!
Is it just a load of buzzwords? Retweet
Hashtags
Like us
THE Wall

7. So…just what is social media?
“An online engagement and interaction of groups
of people with similar interests”
 Discussion
 Interaction
 Engagement
 A place to hang out and communicate
 Sharing of news, ideas, opinions
 Providing a point of view not expertise
 An extension of your sales team without the overheads

8. Is it really that important?
YES…
 Social networking accounts for a quarter of all time spent on the
internet
 Users from the UK spend an average of 7.3 hours on social networks
per month
 Over 40% of companies in the UK are heavily involved in using social
networks to win new business
 Only 5% of companies do not engage in social media on any level

9. An overview of core social media channels
B2B B2C
Blogging

10. Who should we engage with?
Influencers with good levels of popularity and engagement

11. Twitter

12. Twitter – what is it?
“a micro-blogging platform to gain instant updates from
your friends, industry experts, customers and competitors”
 95 million Tweets are written each day…
 …at a rate of 4 million Tweets per hour
 Twitter is the most popular website used by organisations as part of
their social media strategy
 But only 27% of companies use Twitter as a customer service tool

13. How can Twitter benefit your business?
More traffic to your site
How can Twitter benefit your business?
Acquisition of new customers.
Customer insight and intelligence.
Higher levels of customer satisfaction.
Higher search engine rankings for brand terms.
An increase in loyalty and customer lifetime value.
Greater engagement with your existing customers.
Greater brand awareness among your potential customers.
More customer recommendations and positive ratings and reviews.

14. How Twitter can be used as a business tool
Generating content
Keeping customers up-to-date and informed
Feedback
Scoping out new opportunities Letting customers know about new product ranges
Branding As a search engine or for research
Ratings and reviews
Promoting specific products Showcasing press mentions
Recruitment
As a filter for information
For PR and media opportunities Getting testimonials
Driving direct online traffic Surveys
Special offers and competitions
Crisis management For collaboration and networking
As an additional sales channel Boosting SEO
Product development
Updating other social media channels
Customer service
Driving direct online traffic
User experience Crisis management

15. Twitter: Lessons from others
Be open. Don’t be afraid to
say sorry @JetBlue
Be accessible. Respond to your
customers queries and questions
whenever and wherever @delta
Be personal. Don’t hide behind
your brand @bibendumwine
Join and create Twitter chats by using
#hashtags @CiscoSystems

16. How to get started on Twitter – best practice
 Set up and customise your Twitter profile or risk being classed as
spam
 Follow. Observe.
 Attract new followers by being useful, interesting and engaging
 140 characters or less
 Include links using URL shorteners
 Use #hashtags
 Don’t just broadcast - reply and comment
 Add videos, photos

17. Using TweetDeck
Why use it?
It’s simple. It’s fast. Everything is in one place
What can you do with it?
 Sort your information into columns
 Set up custom searches and follow in real-time
 Add multiple Twitter accounts
 Use the scheduling feature to tweets in the future
 Add, create and manage lists
 Share and view photos
 View and record videos within TweetDeck
 Update Twitter, Facebook, MySpace, LinkedIn, Google Buzz and Foursquare
 Edit retweets, send replies to individuals as well as all users mentioned in a tweet

18. Blogging

19. Blogging – what is it?
A content creation channel “that allows users to reflect,
share opinions, and discuss various topics in the form of
an online journal”
47% of companies own a corporate or brand blog

20. What are the business benefits of blogging?
 Adds value through establishing expertise and credibility
 Increases brand awareness, visibility and recognition
 Positions the blog a resource destination
 Creates dialogue through comments and feedback
 Provides differentiated content
 Supports content of multiple formats e.g video, infographics
 Develops new relationships
 Increases search engine visibility

21. Blogging best practice
 Provide timely, creative content of
relevant and value
 Research and use keywords
 Link to third party websites
 Optimise your anchor text
 Post on a regular basis
 Spread your content
 Engage with readers
 Use content from multiple contributors

22. Exploring other channels

23. Facebook is…
“a place to connect and share with the people in your life”
 Facebook is the second most visited site in the UK after
Google
 Facebook accounts for 20% of all time spent online in the UK
 48% of the UK population are Facebook users
 In 2010 more than two thirds of companies in the UK were
using Facebook as a marketing channel

24. The business benefits of Facebook
 Drives further traffic to your website
 Allows you to express brand personality
 Build relationships
 Aids search engine visibility
 Another channel allowing you to show case your expertise
 Customer behaviour and insights

25. Using Facebook as a marketing tool
 Create a page not a group
 Include company information
 Get a vanity URL
 Publish engaging content of different formats
 Plan ahead
 Customise
 Incentivise with promotions
 Be responsive and personable
 Integrate customer support
 Like and monitor competitor activity
 Start discussions
 Allows you to collect data

26. Facebook in a B2B context
 Provide industry insights and updates
 Provide resources and whitepapers
 Create and ‘attend’ trade events

27. YouTube is…
“A place to discover, watch, upload and share videos”
 YouTube accounts for 70% of all online video views
 UK web users spend 240 million hours every month watching videos
online
 YouTube is the fastest growing social network in the UK with a
monthly reach of 17.7 million adults per month

28. Getting the most out of YouTube
 Create and customise your channel
 Upload and optimise your videos: keyword
tagging,
use relevant thumbnails
 Upload in any format
 Subscribe to other channels
 Can be in HD
 Ideal video duration
of 1.5 minutes
 Promote the videos elsewhere

29. LinkedIn is…
A place to “build and engage with your
professional network”
 There are five million LinkedIn users in the UK
 More than 1 million companies have LinkedIn Company pages
 Over 12,000 members of the Wine Business Network alone

30. The benefits of using LinkedIn
 Drives further traffic to your
website
 Develops credibility
 Increase your visibility through
connecting to clients, potential
clients and service providers
 Allows you to find and provide
expert answers

31. Generating more business from LinkedIn
 Set up personal profiles
 Add personal skills and expertise
 Set up your company page and add showcase brands
 Research and connect to other users
 Join groups
 Start discussions
 Create events

32. Thank you

33. Next steps and takeaway tips

34. Twitter: immediate next steps
• Set all employees up with a customised Twitter profile (including photo)
• Follow each other
• Tweet and mention each other
• Allow all staff members access to the main company Twitter account
• Follow and start discussions with industry influencers

35. Blogging: immediate next steps
Blogging
• Establish and refine the blog post calendar
• Ensure content is diverse and creative – posts should include current events
and opinions not just press releases
• Schedule a monthly blog per team member – don’t assign blog writing to one
person
• Include links to external websites within your blog posts
• Invite one (minimum) guest blogger per month
• Tweet about each new blog post: mentioning the blog author

36. LinkedIn: immediate next steps
• Create a LinkedIn Company page
• List the products (brands) and services
• Request all employees to have a LinkedIn profile
• Ask all employees to ‘follow’ the company page
• Join industry groups and associations and contribute to discussions
• Follow other companies and competitors
• Connect up yourTwitter feed

37. Social media fundamental tips
• Brand your social media channels
• Do not hide behind a brand name
• Integrate your channels with links and content sharing facilities
• Don’t neglect your channel – interact on a daily basis
• Be nice! Be generous. Give back to those who interact and share your
content
• You're human – so communicate like a human

38. Top tools to manage your social media
Tool or resource URL Type
www.tweetdeck.com Twitter management
www.google.com/alerts Social media measurement
www.socialmention.com Social media monitoring
www.google.com/analytics Web analytics
www.twittercounter.com Twitter counter
www.klout.com Klout

39. Thank you
If you have any questions or wish to discuss your digital or print marketing activities with Obergine,
please contact us using the details below.
Anna Storrs - anna@obergine.com
Jeremy Anderson – jeremy@obergine.com
Tel: +44 (0)1865 245777 Obergine
Email: info@obergine.com The Jam Factory
Web: http://www.obergine.com 27 Park End Street
Twitter: http://twitter.com/obergine Oxford OX1 1HU
Facebook: http://facebook.com/obergine.agency United Kingdom