Social Media Masterclass - May 2014

transcript

www.thenetadvantage.co.uk

Social Media Masterclass

@JanMinihane

Agenda

@JanMinihanewww.thenetadvantage.co.uk

• Social Media Landscape

• Why do we use social media/engage?

• Should all businesses be using Social Media?

• Overview of the main Social Media sites

• Building a Social Media strategy

Social Media Landscape

The Social Media landscape in 2014

•Visual, visual, visual

• Photoshop• Canva.com• Pic Monkey

• Getty Images• Dreamstime• Free Images• iStpckphoto

• Less direct selling, more relationship development

•Customers and prospects will connect with companies offering value, entertainment, discounts, help and engagement

• Google+ finally enters the social media inner sanctum – kind of!

• LinkedIn – publishing platform of choice

• More noise than ever – how do you stand out from the crowd?

@JanMinihane www.thenetadvantage.co.uk

•Paid advertising is the norm:

• Facebook:• To reach new people• To reach existing followers

• Twitter:• Promote tweet• Promote hashtag• Promote account

= PAY TO PLAY

Social Media – the WHY

Overview

•WHY the ‘why’ is important

•WHY we use each Social Media Network

•WHY we engage

• WHY should ‘fans’ share/comment/like your stuff?• WHY will people follow you?

WHY is the ‘why’ important?

What YOU say about your organisation IS important …

What OTHERS say about you is MUCH more important

More Brand advocates = more engagement

More engagement should = more sales

Why we use Social Media

Get latest news

Show off Keep in touch Let off steam

Networking Make money Inform others Social proof

Ease boredom/loneliness

Boost self esteem

Make a difference

Organise events

‘Stalk’ celebrities

Promote ourselves

Be part of community

Get offers/discounts

Why we use each Social Media Network

WHY do we engage?

(AKA post, share, like, comment, retweet, +1, repin, check-in ...)

Why do we engage?

… because we HAVE to:

•Competition entry•Offers•Discounts

Why do we engage?

… because we WANT to …

•Fun Stuff•Passions/interests•Newsworthy•Compassion•Events•Causes•Check-ins

RELEVANCE TOYOUR BUSINESS/ORGANISATION

Why do we engage?

… because we think we SHOULD …

•Causes•Liking friends business pages•RIP’s•Birthdays•Sympathy

Engagement – let’s start with how to get it ‘wrong’

So … how do you get it ‘right’?

What can you offer that’s a little bit different?

Think beyond your initial audience …

Crowdsource what your ‘fans’ want to see

Why?•Makes followers feel part of the process•Delivering what visitors want•More likely to remain a fan

How?•Um, ask them!•Run a survey (incentivised)

Never underestimate the power of the call to action….

Think ‘quality’ not ‘quantity’ for CTA’s …

DON’T … What is your opinion on this?

DO … We’re curious, what do you think about this?

DO … We can’t agree in the office, we need your input?

Show you care about what your followers think!

Give your audience exclusive content - behind the scenes, day in the life of…

Why:•Compelling reason to follow you•Makes them feel more part of what you offer•Easy content fillersHow:•Engage members of staff from around organisation to contribute•Post regularly so followers learn to expect it•Video tour behind the scenes

And don’t forget the obvious … •FIND the optimal volume of content – differs drastically per site

•DON’T over promote – 80/20 rule (at least!)

•NICHE IT – cocktail party phenomenon

•MORE FORMATS = more consumption

•Think time of day/days of the week

•FOSTER your brand advocates

•Use EMOTICONS (!) ;-)

And maybe, just maybe, scale down your social media presence (!)

Should all businesses use Social Media?

Should all businesses be using Social Media?

To Social Media, or not to Social Media, that is the question…

YES if:

-You have clearly defined objectives-You have identified the ‘right’ person to maintain & update-You deliver good customer service offline already-You will commit the time-You have a long-term view-You are realistic-Your customers are online-Your customers want to engage with you online-You ‘get’ social, not broadcasting

Otherwise …. NO! (but monitor and listen at a minimum)

An overview of the main Social Media sites

Main social media sites overview

Thoughts on Facebook

•Still the ‘best’ for community (Google+ is trying hard)

•Only works for specific kinds of business

•‘New’ news feed means visual more important than ever

•Using personal profiles as a business page = NO

•Organic Reach of a Facebook post = 10% (1 million+ likes) to 30% (small no. likes)

•What can you do?– Create more compelling, regular, engaging content– The reality – advertising has to play a part in your Facebook efforts

Thoughts on Twitter

•Equally effective for B2B and B2C

•P2P/H2H

•Twitter as a tool to create conversations with visitors in real-time

•Twitter as an audience/market research tool

•Twitter as a media relations tool

•Twitter as a competitor snooping tool

•Funnel to Facebook/Google+

Thoughts on LinkedIn

•THE B2B social networking site

•40% of users are decision-makers

•At a minimum – your experience/CV online

•Now a publishing platform for all

•The real beauty – seeing who knows who

•Introductions, introductions, introductions

Is Google+ essential?

Is Google+ the next big thing?

11 April 2023www.thenetadvantage.co.uk

• However, more of a necessary evil:– SEO – public posts indexed– Engaging with influencers– Hangouts– …and Google Authorship…

is Pinterest the next big thing?

Building a Social Media strategy

Step 1 - Do a social media audit

UNDERSTAND:

-Your organisation, product/service & your USP-Your online & social media objectives-The major social media sites-The time commitment to doing it WELL

DECIDE:

-Where you want to be online-Where you have the time to be online-Who is going to be involved-How you are going to monitor it

UNDERSTAND – your business

Social Media Objectives

Drive traffic to website Raise brand profile Promote events Become a knowledge leader Connect with peers Connect with existing customers Connect with potential customers Connect with past customers Connect with/find stakeholders Connect with journalists Reinforce offline marketing Provide real-time customer service Create a social environment for your customers Increase positive sentiment about your brand

How long does it take?

Social Media Objectives – let’s try again

Drive traffic to website Raise brand profile Promote events Become a knowledge leader Connect with peers Connect with existing customers Connect with potential customers Connect with past customers Connect with/find stakeholders Connect with journalists Reinforce offline marketing Provide real-time customer service Create a social environment for your customers Increase positive sentiment about your brand

Step 2 – discuss it with staff

• How are you/they going to use it

• When are you/they going to use it

• Do they really have an appetite for using it? If not it will show!

• Communicate your vision, mission & objectives to your staff

• What are the rules (if any!) for:– Staff using social networking accounts during work time for their own personal use– Staff using their social networking accounts during work time for business use– Staff using official social networking accounts during/out of work time for business

Step 3 – build your working strategy

1. Establish/review your goals & objectives2. Research your industry online3. Find your industry influencers4. Choose which platforms you will use and how5. Connect the offline with the online6. Build an editorial calendar7. Start engaging8. Build relationships - on and offline9. Measure10. Review & evolve

And finally, have fun with it (seriously)

Final Thoughts

• Put yourself in the shoes of your audience

• Understand what works best on each site

• Ask your audience what they want

• Don’t insult your audience for quick engagement wins

• For content, think beyond the initial ripple

• Enjoy it [seriously]!

Let’s carry on the conversation….

twitter.com/janminihanefacebook.com/jan.minihane

uk.linkedin.com/in/janminihaneplus.google.com/u/0/+JanMinihane

pinterest.com/janminihane

Get posting: @JanMinihane

Social Media Masterclass - May 2014

Marketing