Date post: | 18-Jul-2015 |
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Internet |
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Serco Internal
Business advice and specialist support to help growth businesses
maximise the opportunities of Superfast Broadband and associated
technologies.
Benefits for businesses can include:
Competitive advantage
Increased productivity
Access to new markets
Remote working
Opportunity for innovation
Efficiency and timesaving
Eligibility criteria apply to businesses accessing the service.
Superfast Business Support
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Need any other support?
• UKTI
• Digital Marketplace
• Growth Accelerator
• Get up to speed
• Rural Growth Network
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Agenda
• The changing marketing world;
• Social Media for Business; Which
Platform? Social Media Strategy;
Listening, Sharing and Content
• Using Social Media to learn;
• How successful are you on Social Media?
• Top Social Media tips for business.
PR
Search
TV
Mobile
Social media
Radio
affiliate
Webinars
PPC
Rapid
FragmentedTwo way
Website
New world marketing
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What else has changed?
Customers…
• Have higher expectations;
• Mobilisation in real time commentary;
• They talk to each other onsocial media;
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The world has changed
• Instantaneous response
• Accessibility
• Transparency
• Accountability
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People change
• Gen X
• Gen Y
• Gen Z• Baby Boomers
• Millennials
• Digital Natives
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Average age of Facebook user in UK?
Average age of Twitter user in UK?
% of pensionable age UK residents on
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Did you know?
• Twitter’s fastest-growing age group? • 79% increase since 2012
• Facebook’s fastest-growing age
group? • 51% increase since 2012
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Social Media for your business
1. Listen
2. Share
3. Content creation
4. Broadcast with style
5. Using social media to learn
6. Measure success
Listen
Google AlertsTwitterGoogle Reader
Share & converse
Twitter FacebookLinkedInPinterestNewsletter
Content creation & Broadcast
You TubeBlogFlickriTunes/podcasts
Community building
ForumFacebook GroupsLinkedIn Groups
Virtual worlds
Social media engagement ladder
Less time More time
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Use social media for sales
• Listening for social cues– Listening for your brand and reputation
• Listen to hashtags for mention of needs #
• Check social media search terms
– Check out your reputation
• Check SERPs of your phrases
• Check review sites
• Ready crisis management plan
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Hashtag Ideas
• Sector specific
• #windpower
• #climatechange
• Geographic specific
• #gloucestershire
• #bristol
• Campaign specific
• #greenenergy
• Media specific
• #journorequest
• #prrequest
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• Listen for sales opportunities
• What’s the best way to…?
• How do I …?
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Be part of the community
Sharing content helps you to ‘be part of a community’
Amplifying content
Fuel and support the eco-system
1. Helping person who created the content – they will
reciprocate
2. Can maintain an independent point of view – you can be
seen as a content ‘curator’ it’s not all about you
3. ‘Here’s something someone else says – what do you
think?’ Helping stimulate conversation
Adapted from ‘Media Cloverleaf’ by Richard Edelman
‘Content first’strategy
‘Tradigital’
E-news
Forums
Digital magazines
Traditional
Media
Press
Social
networks
Twitter YouTube
Website
Responsive design
Mobile enabled
Owned Content
Video, blogs,
photos
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Content?
• Facts & figures = Infographics
• Showcase your staff
• Showcase businesses you work with
• Photos and video
• Blog posts
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Use of visual in social media
Visual media is really important
Twitter (shows under Tweet)
Flickr
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• What content?
• Video – for sales & marketing
• Product descriptions, visualisations• Expert analysis, talks• Case studies, testimonials
Becoming significant in Search Results
Pre sales – researchPost sales - support
Look to use more video
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Customer support
Creating video content for customer retention:
Sony Xperia have created a YouTube channel of all their support and advice guides.
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• 75million users;
• 2/3rds of holiday destination choices
from the female of the house
And
• 70% of Pinterest users are female!
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• Destination specific boards
– Things to do in…
– Kids days out in….
– Luxury days out in….
– Girls breaks in …..
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• Take advantage of your existing audience. By cross-promoting your profile over Facebook, Twitter and email.
• Drive traffic with specific keywords. Make sure you have a memorable user name and keyword phrases in boards and pin descriptions
• Create sharable content. To drive traffic to your site, make sure the content from your domain is pinnable. By simply using high-quality images with the pin it button, you make it easy for users to spread the word about your area.
• Create destination boards and dream boards and ideas boards
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• Mini video
– Vine -6 second video
– Instagram – short video
– Companies using vine as evangelists for their products
– Virgin mobile, Lowes, Trident all use it
– Snapchat….
Content planning6 week content plannerw/c ---------
--- 1 2 3 4
Planned
events/seas
onal fixtures
Video
Photos
Blog
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• Schedule posts for most popular times of the day
• If you schedule – don’t forget to be available for responses
• Work with your planned business activities
• Think about seasonal opportunities
• Create your own opportunities!
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Learn using Blogs
• “Blogs are great for learning from others,
reflection, story sharing, facilitating
connections among people, philosophising,
and much more”
• “Writing a blog is a learning activity, of
course, but reading the best blogs that are
available is one of my most productive
learning experiences.”
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• Follow people you want to learn from on Twitter/Facebook/LinkedIn
• Subscribe to blogs (using Feedly)
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YouTube
• Harvard Business School
• Khan Academy
• Any learning…
• YouTube Edu
Most Universities YouTube channels
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8 KPIs for social media
1.Number of Fans and Followers Basic but important – how many followers, new followers and equally important unfollows
2. Demographics and Location – What’s the % males, females, where are they based what time do they use SM, what are their interests?
3. Number of active followers – Active users is a really important indicator as you want relevant and influential people who actively interact and engage with your company.
4. Likes, Shares and re-tweets– Are your posts relevant and interesting to your followers? What % of posts have interactions. If not change engagement strategy
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5. Number of comments - Are you engaging in two
way conversation and what’s the speed of response
6. Number of mentions – How often are people
interacting with you?
7. Traffic back to website - % of traffic from social
media;
8. Your Klout Score - Your overall influence in social
media.
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Other tools to help
• www.klout.com – Measures your influence online
• www.twittercounter.com/twitology - Gives you statistics on twitter accounts
• www.flitter.com – allows you to manage multiple twitter accounts, grow your business through twitter, use twitter analytics and has a wide range of scheduling tools for posts.
• www.facebook.com/insights - lets you measure the activity of your facebookaccounts
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Web visits
Measure
• Who’s coming to your site, demographics
• How they got there• What they did on your
site
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Top social media tips for business
1. Listen to peers, staff, competitors;
2. Learn – use blogs, YouTube and LinkedIn to learn;
3. Create content, visual, compelling stories
4. Choose your expert areas and dominate using Blogging
5. Hootsuite – manage content, filter
6. Create a crisis plan ready for the crisis, respond quickly
7. Benchmark yourself against your peers
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twitter @superfastbiz
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join our LinkedIn group 'Superfast Business SW'
0845 603 8593
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