5 Ways Your Brand Should Be Using Social Media in 2014.
Susie Cox- Social media strategist, Fresh Egg.
Introduction

• 1. Innovative customer service
• 2. Video content
• 3. Paid social media ads
• 4. Find your influencers
• ...
Innovative customer service.
5 Ways Your Brand Should Be Using Social Media in 2014.
Innovative customer service

• 56% of customer tweets to companies are being ignored (source:
AllTwitter)
• 80% of social ...
Innovative customer service

•
•
•
•
•
•
•

The ‘We’re really sorry’ tweet
The ‘Bad stuff is happening’ tweet
The ‘Here’s ...
Innovative customer service
Innovative customer service
Innovative customer service
Video content.
5 Ways Your Brand Should Be Using Social Media in 2014.
Video content
Video content

http://brandsonvine.com/
Video content

• Create an introduction to your company video and embed on your
homepage
• Ask your customers to create vi...
Video content
Video content

http://www.youtube.com/watch?v=_KPAcs322rg
Paid social media ads
5 Ways Your Brand Should Be Using Social Media in 2014.
Paid social ads
Paid social ads

• Decrease in the reach of most Facebook page posts last year, this
suggests the platform is trying to fo...
Paid social ads
Paid social ads
Paid social ads
Find your influencers
5 Ways Your Brand Should Be Using Social Media in 2014.
Find your influencers
Find your influencers

“92 percent of consumers around the
world say they trust word-of-mouth
recommendations from family ...
Find your influencers
Find your influencers
Integrate with email.
5 Ways Your Brand Should Be Using Social Media in 2014.
Integrate with email
Integrate with email

• Provide active share buttons within the email to encourage
readers to share excerpts
• Ask your em...
Integrate with email

• Embed a tweet
Integrate with email

http://www.freshegg.co.uk/guide-to-social-media-advertising
Thanks
Questions?

@susie_cox
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5 ways your brand should be using social media in 2014

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How should your business be using social media in 2014? Here are our top five tips, including social media and email integration and finding influencers.

For a full overview of my presentation, visit: http://www.freshegg.co.uk/blog/5-ways-your-brand-should-be-using-social-media-in-2014

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  • These are the five areas I’m going to speak about. Some of them may seem obvious and you may be doing some of them already, which is great but I will also give you examples of how you can do these five points in the most effective ways possible. Even if you’re a small business or you work with small businesses and resource is tight (which it always is from my experience), these can all be done on a small scale.
  • People expect to be able to speak to brands on their social channels and successful companies will be offering value, help and engagement, social media is not just for sales.
  • Salesforce detail what they see as the ‘big 7’ customer service tweets, which is all very well, but I think social customer service should strive to be more personal and human.
  • But I think there’s more you can be doing to not only provide a good level of customer service, by making it personal. One UK brand that do this effectively are Boden.
  • Be human, if it’s appropriate, make light of the situation
  • And provide unexpected help, could easily result in a sale for them.
  • My second tip is video. Not only is video content particularly visible in search results, but rather than thinking about the search benefit, think about the user and what the quickest, most effective way of capturing their attention might be, as internet users do tend to have a very short attention span.
  • This does not need to necessarily be expensive. How can you use video in 2014? Well for a start, there’s Vine and Instagram. Whether you have 7 or 15 seconds spare, if you add a little thought and creativity you can create something effective and sharable.
  • However if coming up with a quirky Vine isn’t your strong point, here are some other suggestions. It doesn’t have to be on YouTube but remember there is a large SEO benefit of YouTube in that it’s the second largest search engine after Google
  • One suggestion is to do some research into the kinds of questions your audience are asking about your brand/product or industry and you can do this using a question & answer platform like Quora. Then create a video or series of videos to answer these questions, providing relevance to the users search intent.
  • If all else fails, create a fake ‘leaked’ video that seems like the National Trust may have just done (though this is probably a spoof). If you haven’t seen this fake leaked advert, I’ll tweet the link after this so you can have a laugh.
  • This is something everywhere I researched is being hailed as the 2014 social media trend. The social advertising market is growing each year and with the likes of Facebook tweaking their algorithm so the only way to ensure your posts get a decent reach is by paying for them I think this could grow even more than predicted.
  • Here’s a few more reasons why companies should be supplementing their organic activity with some paid ads in 2014*read slide*If you’re new to social media advertising, I’d suggest putting a little budget into a range of platforms where you already have some audience to test the effects. I am just going to talk you through a couple of ways you could do this.
  • This week Facebook have begun rolling out a new ads campaign structure. I won’t go into much detail on this, but the structure is similar to AdWords if you’re familiar with it.
  • Audience – people who like the page and their friendsTargeting:Country/cityAgeGenderInterests (4-10)
  • Twitter’s tactics have resulted in less backlash than Facebook’s – largely because Twitter ads are less conspicuous and take up a “tiny amount of real estate” on the home page.It used to be very expensive to advertise on Twitter, but is now much more affordable and you can put in as much or as little budget as you want.Targeting options:Keywords – what people are searching for or tweeting aboutInterests and followers – reach people with specific interests or who are similar to followers of specific accountsTelevision – reach people who engage with specific TV shows
  • If you haven’t begun finding and connecting with the influential people in your industry, now is a good time to begin this. This is not an activity you will ever complete, it should just be an ongoing with the aim to build relationships with influencers, to secure them as brand advocates further down the line and find a mutually beneficial arrangement. Finding influencers to strengthen presence and reputation is valuable to any brand, however established you are.
  • *read slide* The influencer acts as this friend recommendation to their audience who value their opinion.
  • So how do you find these influencers? Here’s a couple of tools I’ve used. Followerwonk searches users Twitter bios and scores them on social authority. Buzzsumo is a tool I have started using recently that provides insight into the most popular content online and the influencers sharing it.And Tactics cloud is my new favourite for its user friendliness and nice interface.
  • Tactics cloud is similar to Followerwonk but allows you to build lists of potential influencers, view similar lists others have created and follow them through the interface (which you can no longer do on the free Followerwonk) Also the search functionality seems to be pretty good.If you want to check how influential the people you find are, you can always look them up in Klout.
  • Integrating your social media with email is a smart move and can strengthen your company’s presence in both areas.
  • Facebook custom audiences- email address targeting, so you can upload an email list into Facebook power editor and target Facebook ads just at this group which is likely to have a higher click though rate on the ad as this is an audience that’s already interested in your business.David’s essential guide social media advertising ebook for more info
  • 5 ways your brand should be using social media in 2014

    1. 1. 5 Ways Your Brand Should Be Using Social Media in 2014. Susie Cox- Social media strategist, Fresh Egg.
    2. 2. Introduction • 1. Innovative customer service • 2. Video content • 3. Paid social media ads • 4. Find your influencers • 5. Integrate with email
    3. 3. Innovative customer service. 5 Ways Your Brand Should Be Using Social Media in 2014.
    4. 4. Innovative customer service • 56% of customer tweets to companies are being ignored (source: AllTwitter) • 80% of social media users prefer to connect with brands through Facebook (source: Business2Community) • 71% of consumers complain online because traditional channels have failed (source: Our Social Times)
    5. 5. Innovative customer service • • • • • • • The ‘We’re really sorry’ tweet The ‘Bad stuff is happening’ tweet The ‘Here’s a quick fix’ tweet The ‘You need to go here for help’ tweet The ‘Here’s something else you can do with our product’ tweet The ‘Help us get better’ tweet The ‘Thanks, you’re too kind’ tweet
    6. 6. Innovative customer service
    7. 7. Innovative customer service
    8. 8. Innovative customer service
    9. 9. Video content. 5 Ways Your Brand Should Be Using Social Media in 2014.
    10. 10. Video content
    11. 11. Video content http://brandsonvine.com/
    12. 12. Video content • Create an introduction to your company video and embed on your homepage • Ask your customers to create video testimonials • Create a ‘behind the scenes’ video • Create a video that is relevant to your customers’ FAQs
    13. 13. Video content
    14. 14. Video content http://www.youtube.com/watch?v=_KPAcs322rg
    15. 15. Paid social media ads 5 Ways Your Brand Should Be Using Social Media in 2014.
    16. 16. Paid social ads
    17. 17. Paid social ads • Decrease in the reach of most Facebook page posts last year, this suggests the platform is trying to force marketers to use ads to get the same levels of reach they were used to • Better targeting options across a range of demographics and interests. • More in-depth reporting to help demonstrate ROI. • Drive traffic AND engagement
    18. 18. Paid social ads
    19. 19. Paid social ads
    20. 20. Paid social ads
    21. 21. Find your influencers 5 Ways Your Brand Should Be Using Social Media in 2014.
    22. 22. Find your influencers
    23. 23. Find your influencers “92 percent of consumers around the world say they trust word-of-mouth recommendations from family and friends over all other forms of advertising.” (source: Nielsen Report)
    24. 24. Find your influencers
    25. 25. Find your influencers
    26. 26. Integrate with email. 5 Ways Your Brand Should Be Using Social Media in 2014.
    27. 27. Integrate with email
    28. 28. Integrate with email • Provide active share buttons within the email to encourage readers to share excerpts • Ask your email subscribers to like you on Facebook/Follow you on Twitter, but also provide them with an incentive • Provide a link or subscription button to your email list on your social media profile pages. • Incorporate your most popular email content into status updates (and vice versa).
    29. 29. Integrate with email • Embed a tweet
    30. 30. Integrate with email http://www.freshegg.co.uk/guide-to-social-media-advertising
    31. 31. Thanks Questions? @susie_cox
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