About Today

Understand more about what social media is The most common reasons for poor social media marketing and what to do about them Social Media Channels – Inc Facebook, Twitter and Linked In + top tips to improve performance Social Media management, resourcing and policy

About You?

Part 1.

Social Media Overview and Channels

Social Media Marketing Stories Often Start Like This…………

We really should be using And ”

We think about the tools, but we should be thinking about…..

Social Media ‘broadcast’ Corporate tone of voice Wrong tools for the job – not using the right social media channels Content is boring / no content No integration etc.

What problems does this create?

Support from management An evolving business and media culture Resources in place to do it properly Content and social currency to use They know their audience and are not 100% afraid of them Use the right tools with confidence

Are ok about doing things a bit differently!

7 Habits of highly successful social

media use!

Sharing

Social Media

Channels

Digital / Social Media

Channels

SEO PR Search Engines: How visible is

your organisation Google Search?

Digital Display

Online Media and Communities:

What ones that matter to you?

Online Video: Promote and

Share

Online Surveys: Canvas Opinion and feedback

Q. What Digital Channels are you using?

What is ?

“Pinterest is a social network that allows users to visually share, curate, and discover new interests by posting, also known as ‘pinning,’ images or videos to their own or others’ pinboards.”

Users can:

• Upload images from their computer • Pin things they find on the web using the

Pinterest bookmarklet, Pin It button, or just a URL.

Source: Hubspot, 2012

1. Traffic – Effective at driving traffic to websites.

2. Links – Use of the ‘Pin-it’ button on your website provides a link back to the source.

3. Social Sharing – Users log in using their Twitter or Facebook profiles for social sharing.

Why is important?

Source: Hubspot, 2012

The problem of too much choice……

Part 2.

Facebook in Practice

Using as a corporate broadcast tool (No.1 issue!) Posts are too long Not enough engagement and interaction

Top Reasons for Facebook Failure

No overall strategy and objectives No content – all text based posts, but what about other forms of content Little Integration with PR, marketing Almost no integration with other areas of the organisation (customer service?)

Top Reasons for Facebook Failure:

STRATEGY

Symptom: Few fans – no fan growth No investment in Facebook advertising No integration with offline comms and marketing No marketing via email newsletters, website etc

Top Reasons for Facebook Failure:

MARKETING

Becoming a Content Publisher

You need an Editorial Calendar – Plan and source your posts

• Yearly breakdown of activity – events and campaigns etc

• Weekly list of links and short term posts + spontaneous content

# 1 Start by stopping - Avoid:

• Declarative status updates

• Text-only status updates

• Repetitive topics

Growing FB Engagement

Successful Engagement is About:

• Relevant and timely

• Emotional appeal

• Crowdsourcing – Ask questions, polls and survey

• Replies to posts

• Sharing Content

• Creating momentum (Campaigns!)

The Problem?

• Advertise: Facebook Advertising / Sponsored Stories

• Integration with Comms Material

• Better Posting and overall experience

Traffic Building

Promoting Your Business with Ads

Step 1: Identify Your Goals Define what you want to promote and the goals you want to achieve e.g. building awareness, driving sales or growing fans. Step 2: Target the Right People Select criteria for the people you want to reach based on the interests of your audience not what they might be looking to buy. • Target by Location, Language, Education, and Work • Age, Gender, Birthday, and Relationship Status • Likes & Interests • Friends of Connections • Connections

Step 3: Design an Engaging Ad

Create versions of your ads with different images and text to find out which performs the best.

• Include key information in the title

• Provide a call-to-action

• Use an eye-catching and relevant image

• Target different audiences

Step 4: Manage Your Budget

• Determine if you want to pay on CPC or CPM basis

• Set a bid within or above the suggested range

• Set your daily budget

Step 5: Review and Improve

• After you launch your campaign edit and optimise your ads based on the data provided such as impressions and clicks

• View specific time periods to see how your ads have changed over time.

• Remember to refresh your ad text and image if they have been running for a considerable amount of time.

Integration with Comms Material

• Offline marketing: Include Social Media Icons on your

marketing - Billboard ads, posters, and brochures • Website: High visibility of social icons on the website • Email Info: include your FB Page URL and Twitter address • FB URL – need to have this!

Traffic Building

Integrating with PR: Carry the PR story onto Facebook. You are the publisher and so are your friends!

Social Media PR: Source Pages where conversations happening about consumer issues. BBCNI and Belfast Telegraph FB sites

Digital Integration: Integration with Email marketing and Online PR

Traffic Building

Facebook Insights

Facebook Metrics

Main metrics I would focus on are: • ‘People are talking about this’ • Liking your Page • Liking, commenting on or sharing on one of your Page

posts • Answering a question you have posted • Tagged your page in a posts or status update Remember ……… • Need to give it time and test performance • EdgeRank Rules!: What is Edgerank?

Facebook EdgeRank

EdgeRank is an algorithm that ranks objects in the Facebook News Feed. Pages with high EdgeRank Scores will be more likely to show up in the news feed than Pages with low EdgeRank Scores! • Affinity: dependent on a user's relationship with an object

in the news feed e.g. likes and comments. • Weight is determined by the type of object, such as a

photo/video/link/etc. • Time Decay, as an object gets older, the lower the value.

Improving EdgeRank

Pages with a high EdgeRank are more likely to show in your “Top News” stream. Users with a low EdgeRank may not even show in your “Most Recent” news feed.

Some tips to increase your Edgerank: • Publish Objects That Encourage Interaction • Make the Most of Photos and Videos • Share Links • Keep It Fresh • Ask Users to Share

Recap….

• Need to create lot more activity around your campaigns – leverage very strong public awareness campaigns

• It’s about the experience – talking to the community, engage, encourage them to share.

Login to Facebook Review Charity Water Timeline Note the main characteristics of the Timeline? Discuss how it compares to the strengths and weaknesses of your own Timeline

Exercise

What do you think of

?

Is…

The World’s Largest Professional Network It could be your most important social media channel! An opportunity to create a dynamic, highly visible online profile…….. + more

• Gain Connections with other professionals

• Research and generate leads

• Status Updates

• Gain and show recommendations

• Gain Introductions

• Source and join groups

• Recruit

What can I do on ….

Why do I need to be on …….

?

?

Facts and Figures

150 MILLION PROFESSIONALS

WORLDWIDE

Not just another social media site……..

Credits: Amodiovalerio Verde

Tour

Linked In: Top Tips

Add to Your Profile Start to grow your network – connections Link up with the real world Don’t sell on Linked In Use search

Twitter in Practice

How does it work? Twitter lets you write and read messages of up to 140 characters, or the very length of this sentence, including all punctuation and spaces. The messages (also known as tweets) are public, and you decide which accounts you want to receive messages from

Example of Tweets.

Post tweets People like tips, links to interesting stories and blogposts (they don’t have to be about your Organisation) People like the human touch and will appreciate posts with your thoughts and experiences more than you think.

Key terms… To follow somebody is to subscribe to their messages A tweet is an individual message A DM or direct message is a private message on Twitter RT or retweet is to repost a valuable message from somebody else on Twitter and give them credit Trending topics are the most-discussed terms on Twitter at any given moment.. E.g ‘Flu’ hashtag—the # symbol followed by a term and included in tweets e.g #fluvaccine

Twitter Terms in Detail………

Following someone on Twitter means: you are subscribing to their Tweets as a Follower their updates will appear in your timeline that person has permission to send you private Tweets, called direct messages

What is following?

If you follow @sprsquish, you'll get their updates on your homepage when you log in, as shown below. Your follower/following statistics are also listed on your home page.

What is following?

Example

Search for followers: schools, businesses,

politicians and community groups!

Retweeting

If someone tweets something that interests you and you feel it would interest your readers, you retweet it for your readers. Essentially, you are forwarding the original tweet to your followers – It’s like forwarding an email to your email database. Retweets can be used to promote relevent news and views from You also want your Tweets to be retweeted by other people including politicians, locals, Businesses, media etc

DM (D): It stands for Direct Message. This is like email and only you can see your DMs. As opposed to replies and regular tweets, DMs are private. This feature is used if you want to write something privately to someone, but more importantly, if you are writing something that your followers will not find interesting.

Hashtag (#): The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet. Hashtags: helping you find interesting Tweets People use the hashtag symbol # before relevant keywords in their Tweet to categorize those Tweets to show more easily in Twitter Search. Clicking on a hashtagged word in any message shows you all other Tweets in that category - #WaterChargeWatch

Reply (@): Twitter has a unique replying feature. Whenever a person’s name is preceded by a @ symbol, that means that the sentence (tweet) that follows is directed at them. So if you want to reply to someone, simply type @ and then their name, then type the reply.

URL Shorteners: When linking you may need to shorten links. Why: Twitter only allows you 140 characters, so long links are an issue URL Shorter –Bitly – shorten link and add to the tweet.

How Consumers and Organisations Use Twitter

Source: Econsultancy Report: Twitter for Business, 2011.

Twitter Best Practice…..

Twitter: Top Tips

Listening: Use tools to listen to relevant tweets. Follow the conversations – map people and their issues + Scan local / sectoral media for relevant stories Audience mapping: map out target people and groups. Eg. Community groups, MLAs + journalists Twitter For Crowdsourcing: Canvass opinion, ask questions and gain feedback etc PR and Media Relations: Need to build relationship with Journalists on Twitter

Think Like a News Editor! Source stories from: 1. Other part of the business / organisation 2. Sectoral Media 3. Top News Publishers (Guardian, Bel Tele etc) 4. Twitter and Facebook and You Tube + You need a content strategy!

Twitter: Top Tips

Showcasing PR mentions – promote coverage in @BelTel

etc Integrate with real world: Tweet at live events E.g Stormont events – ‘good point by ??MLA on water charges’.

Twitter: Top Tips

Promote Twitter handle!: Make visible on the website! Integrate with other marketing and communications

Twitter: Top Tips

Be Interesting! Create and tweet about things that are interesting ReTweeting: Retweet valuable and interesting stories – but not too much! Personalisation: Who is Tweeting – have staff names on CC profile

Style

http://tweetstats.com/ http://www.tweetdeck.com/ Remember – Social Media success is about promoting the org, being useful and interesting, holding together a community…………… not about tools and technology!

Monitoring

Metrics

Keep It Simple ! Number of followers? Retweets Number of replies or engagements

Management and Resources

How Does The Internet and Social Media Change Your Organisation – Start The Conversation!

Q. What is the role of Social Media within your business or organisation? Q. What are the attitudes towards it? Q. What are the challenges you face

69% of companies are planning to increase budgets for off-site social media, including Facebook and Twitter. The number of organisations without any dedicated social media personnel in place has dropped from 29% in 2010 to 25% in 2011. Social media is typically owned by the marketing department, according to 70% of organisations. Just under a quarter of respondents (23%) report that a mixture of departments own social media. [Source: Econsultancy.com]

Social Media Budgeting and

Resourcing

Some 40% of companies have implemented training and governance models related to social media, while 60% have not. The biggest barrier to effective social media engagement is the lack of resources, cited as a significant issue by more half of companies (52%) surveyed. The next biggest issue is the lack of budget, which is cited by 30% of companies. [Source: Econsultancy.com]

Social Media Barriers

In some cases, social media activity has failed to meet expectations or has been discontinued…….. When asked to describe the value their organisations have got from social media investments, almost half of companies (47%) say ‘the jury is still out’ specifically because they have not been able to measure results.

Social Media Barriers

Attitude of Senior Management

Online Reputation

Management

Social Media Policy

“Let’s hurry home and follow the earthquake news. And don’t forget to order your favourite KFC menu”.

Consumer

Policy

“Our policy explains our rules and guidelines for interacting on our social media channels including our Facebook Page and Twitter,……..” Removal of posts and profiles. “We believe that our social media sites should be open and tolerant forums which are free from content and comments that are likely to cause offence and harm to other people.

The Council will remove from its social sites the following content and comments which are or we believe to be: Offensive, bullying, threatening in nature Sectarian, racist or sexist Libellous or defamatory Attack, intimidate or threaten council employers Attack, intimidate or threaten other users and individuals Off-topic or irrelevant Disruptive

Consumer

Policy

Social Media Guide for Staff Guidelines and responsibilities

Responsibilities: employees are responsible for content they post online Be professional: Best to participate in the same way as you would with other media or public forums. Tone of voice: Always adopt a professional tone and be polite and courteous to people online – even when you encounter instances of difficult individuals who have posted negative comments Sometimes you will encounter people who are rude or annoying, but remember not to engage in public disagreements.

Social Media Guide for Staff Guidelines and responsibilities

Monitoring: Who should monitor? Social media manager + employees with responsibility for Facebook Posting How often? Responding to Comments: Review comments and select ones that require responses. • Questions about Council Services e.g refuse collection • Feedback on Council services, events etc (Feedback can be positive or negative) Remember we don’t need to respond to all comments!

Social Media Guide for Staff Guidelines and responsibilities

Consumer Guidelines: Refer to social media policy for consumers using our Facebook Page. People cannot post offensive material on our channels or breach any of our rules - remove the post, thread etc or even bar the user In the case of a persistent offender, please refer the issue to the social media mentor for advice on blocking comments from the user. However it not advisable to take a very strict policy to the removal of posts – need two-way conversation.

Integration

The Challenges of the ‘Always On’ Multi-Channel Marketing Function?

Metrics

Connect on: www.linkedin.com/in/paulmcgarrity Follow me: @paulmcgarrity Visit the website: www.OctaveOC.com Why not join our email newsletter list?

What to download the workshop on SlideShare? http://www.slideshare.net/OctaveOC/social-media-fundamentals-apr-2012.