Positive Women’s Day
Developing your Twitter and overall
social media strategy
Outline of the session
•13:45 - Social Media Key Principles and the REACH
model
•14:00 - Your social media strategy - Sett...
What’s social media really
all about?
What is Social Media?
SOCIAL =
anyone (& everyone)
can have their say
MEDIA =
they can say it any way
they want to
What is Social Media?
“In an affluent society, we value our time and our
money, so before we invest either of them in a
pu...
What’s social about
Social Media?
The aim is to get trusted referrals. . . from people
who authentically evangelise your p...
Where are these influencers?
• 62% of UK adults aged 35 to 55 use
social networks
• 1.23 billion users on Facebook
• 645 m...
o Marketing – broadcasting promotional messages
o Increase your online visibility and search ability
o Establish your expe...
Social Media Benefits
• Evidence your experience and expertise
• Establish trust and loyalty
• Instant feedback to inform ...
Before you dive in –
what’s your strategy?
What to consider
Who are your three aspirational
audiences?
What are your three key messages?
What three offers or calls t...
Objectives
• Increase your online/social visibility in a
competitive market
• Spread awareness of your business and its
se...
Objectives
• Keep up to date with the news and trends in
your industry
• Increase engagement with customers – keep
them co...
Audiences
• Potential customers – new & existing – define
by type – which platform best for demographic
• Potential collab...
KPIs
• Likes and followers - What do they mean for you
though, what is their value?
• Engagement - @ mentions, retweets, d...
So what about Twitter?
• Most public of social platforms - easiest to do outreach to
find audiences to engage with
• Tweets more likely to be see...
• Great capability for listening – valuable research on topics
in your industry, consumer trends, competitor activity
• Pu...
Twitter Strategy Tips
• Decide on your message and identity – optimise your
profile with keywords – what do you want to be...
Twitter Strategy Tips
• Follow public industry Twitter lists and create your
own – credible sources you respect to establi...
Tweeting Tips
• Retweet useful information and add your own
opinion. The key to Twitter is expanding the
reach of your bra...
Find the right people to
follow
• Following strategy – To increase your
following, you need to follow!
• Do you follow use...
Hashtags
What are the conversations in your industry?
Some examples #ukemplaw #hr #banking #socialmedia
#financejobs
Find ...
Useful Twitter Tools & Features
• Twitter Advanced Search & Followerwonk –
Find relevant users to engage with
• TweetDeck ...
Twitter etiquette
• Twitter is a new form of customer service. Consumers expect
you to be there to be found and contacted....
Remember…
• Be professional on Twitter but be yourself
• Not just your own information, your own
messages, it’s not all ME...
Managing your presence on
multiple platforms
own website?
Scheduling - Maximise your social
media efforts
• Avoid bulk status updates when messages aren’t time
dependent. If you po...
Schedule activity
Hootsuite – Use a social media dashboard to
schedule & syndicate content where relevant.
Best times to tweet & post
• Maximise activity by scheduling your content
• When is your target audience online? Test it
y...
Social Media Risk
• Loss of competitive advantage by not using it – less
visibility than competitors on popular social
net...
Any Questions?
Positive Women’s Day
Lucy Goetz Social Media Trainer & Consultant
Keep in Touch
www.lucygoetz.com
lucy@lucygoetz.com
@Goet...
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Developing your Twitter and overall social media strategy

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My presentation from Forward Ladies Positive Women's Day 27th February 2014 - focusing on where to start with social media - including setting objectives, KPIs, choosing platforms and key messages and audiences.

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  • What do you first think of when people talk about social media?
    Ok that’s great, I want you to think about, or write down if you want the thing you want to know about social media from my session today and if I don’t answer it in the session, ask me in the Q & A or tweet me it later!
  • That’s what we’re doing with social. Transparency is essential on social, you can say what great service you provide on your marketing material, but authentic recommendations from others is what makes people buy into your services. Just like offline, no different in that sense.
  • 20 Social Media Statistics
    One in every nine people on Earth is on Facebook (This number is calculated by dividing the planets 6.94 billion people by Facebook’s 750 million users)
    People spend 700 billion minutes per month on Facebook
    Each Facebook user spends on average 15 hours and 33 minutes a month on the site
    More than 250 million people access Facebook through their mobile devices
    More than 2.5 million websites have integrated with Facebook
    30 billion pieces of content is shared on Facebook each month
    300,000 users helped translate Facebook into 70 languages
    People on Facebook install 20 million “Apps” every day
    YouTube has 490 million unique users who visit every month (as of February 2011)
    YouTube generates 92 billion page views per month (These YouTube stats don’t include videos viewed on phones and embedded in websites)
    Users on YouTube spend a total of 2.9 billion hours per month (326,294 years)
    Wikipedia hosts 17 million articles
    Wikipedia authors total over 91,000 contributors
    People upload 3,000 images to Flickr (the photo sharing social media site) every minute
    Flickr hosts over 5 billion images
    190 million average  Tweets per day occur on Twitter (May 2011)
    Twitter is handling 1.6 billion queries per day
    Twitter is adding nearly 500,000 users a day
    Google+ has more than 25 million users
    Google+ was the fastest social network to reach 10 million users at 16 days (Twitter took 780 days and Facebook 852 days)
  • 20 Social Media Statistics
    One in every nine people on Earth is on Facebook (This number is calculated by dividing the planets 6.94 billion people by Facebook’s 750 million users)
    People spend 700 billion minutes per month on Facebook
    Each Facebook user spends on average 15 hours and 33 minutes a month on the site
    More than 250 million people access Facebook through their mobile devices
    More than 2.5 million websites have integrated with Facebook
    30 billion pieces of content is shared on Facebook each month
    300,000 users helped translate Facebook into 70 languages
    People on Facebook install 20 million “Apps” every day
    YouTube has 490 million unique users who visit every month (as of February 2011)
    YouTube generates 92 billion page views per month (These YouTube stats don’t include videos viewed on phones and embedded in websites)
    Users on YouTube spend a total of 2.9 billion hours per month (326,294 years)
    Wikipedia hosts 17 million articles
    Wikipedia authors total over 91,000 contributors
    People upload 3,000 images to Flickr (the photo sharing social media site) every minute
    Flickr hosts over 5 billion images
    190 million average  Tweets per day occur on Twitter (May 2011)
    Twitter is handling 1.6 billion queries per day
    Twitter is adding nearly 500,000 users a day
    Google+ has more than 25 million users
    Google+ was the fastest social network to reach 10 million users at 16 days (Twitter took 780 days and Facebook 852 days)
  • 20 Social Media Statistics
    One in every nine people on Earth is on Facebook (This number is calculated by dividing the planets 6.94 billion people by Facebook’s 750 million users)
    People spend 700 billion minutes per month on Facebook
    Each Facebook user spends on average 15 hours and 33 minutes a month on the site
    More than 250 million people access Facebook through their mobile devices
    More than 2.5 million websites have integrated with Facebook
    30 billion pieces of content is shared on Facebook each month
    300,000 users helped translate Facebook into 70 languages
    People on Facebook install 20 million “Apps” every day
    YouTube has 490 million unique users who visit every month (as of February 2011)
    YouTube generates 92 billion page views per month (These YouTube stats don’t include videos viewed on phones and embedded in websites)
    Users on YouTube spend a total of 2.9 billion hours per month (326,294 years)
    Wikipedia hosts 17 million articles
    Wikipedia authors total over 91,000 contributors
    People upload 3,000 images to Flickr (the photo sharing social media site) every minute
    Flickr hosts over 5 billion images
    190 million average  Tweets per day occur on Twitter (May 2011)
    Twitter is handling 1.6 billion queries per day
    Twitter is adding nearly 500,000 users a day
    Google+ has more than 25 million users
    Google+ was the fastest social network to reach 10 million users at 16 days (Twitter took 780 days and Facebook 852 days)
  • Useful exercise to do with the team to keep them on track with social media, and how each can fit in into the overall social media objectives.
  • 20 Social Media Statistics
    One in every nine people on Earth is on Facebook (This number is calculated by dividing the planets 6.94 billion people by Facebook’s 750 million users)
    People spend 700 billion minutes per month on Facebook
    Each Facebook user spends on average 15 hours and 33 minutes a month on the site
    More than 250 million people access Facebook through their mobile devices
    More than 2.5 million websites have integrated with Facebook
    30 billion pieces of content is shared on Facebook each month
    300,000 users helped translate Facebook into 70 languages
    People on Facebook install 20 million “Apps” every day
    YouTube has 490 million unique users who visit every month (as of February 2011)
    YouTube generates 92 billion page views per month (These YouTube stats don’t include videos viewed on phones and embedded in websites)
    Users on YouTube spend a total of 2.9 billion hours per month (326,294 years)
    Wikipedia hosts 17 million articles
    Wikipedia authors total over 91,000 contributors
    People upload 3,000 images to Flickr (the photo sharing social media site) every minute
    Flickr hosts over 5 billion images
    190 million average  Tweets per day occur on Twitter (May 2011)
    Twitter is handling 1.6 billion queries per day
    Twitter is adding nearly 500,000 users a day
    Google+ has more than 25 million users
    Google+ was the fastest social network to reach 10 million users at 16 days (Twitter took 780 days and Facebook 852 days)
  • 20 Social Media Statistics
    One in every nine people on Earth is on Facebook (This number is calculated by dividing the planets 6.94 billion people by Facebook’s 750 million users)
    People spend 700 billion minutes per month on Facebook
    Each Facebook user spends on average 15 hours and 33 minutes a month on the site
    More than 250 million people access Facebook through their mobile devices
    More than 2.5 million websites have integrated with Facebook
    30 billion pieces of content is shared on Facebook each month
    300,000 users helped translate Facebook into 70 languages
    People on Facebook install 20 million “Apps” every day
    YouTube has 490 million unique users who visit every month (as of February 2011)
    YouTube generates 92 billion page views per month (These YouTube stats don’t include videos viewed on phones and embedded in websites)
    Users on YouTube spend a total of 2.9 billion hours per month (326,294 years)
    Wikipedia hosts 17 million articles
    Wikipedia authors total over 91,000 contributors
    People upload 3,000 images to Flickr (the photo sharing social media site) every minute
    Flickr hosts over 5 billion images
    190 million average  Tweets per day occur on Twitter (May 2011)
    Twitter is handling 1.6 billion queries per day
    Twitter is adding nearly 500,000 users a day
    Google+ has more than 25 million users
    Google+ was the fastest social network to reach 10 million users at 16 days (Twitter took 780 days and Facebook 852 days)
  • Start following them. Automated following and unfollowing software – it’s an option and you can choose which audiences to piggy back on. Whether you want to do that or not.
    Almost guaranteed to increase your following, but it’s whether that’s what you use as a success measure – rather have a tighter, well engaged online community.
  • Using a hashtag in a tweet increases your chances of it gejng noBced. It could be seen by the right people and amplified through a re-.‐tweet.
  • Start following them. Automated following and unfollowing software – it’s an option and you can choose which audiences to piggy back on. Whether you want to do that or not.
    Almost guaranteed to increase your following, but it’s whether that’s what you use as a success measure – rather have a tighter, well engaged online community.
  • Facebook can be your hub – but what about your presence on other social networks? Can syndicate content – automate task not conversation.
    Enrich your Facebook page with outside content - All other content can be embedded on Facebook – not syndicated from other sources with no context.
  • Standard times but worth varying every now and then to reach new audiences who are online at different times.
  • Developing your Twitter and overall social media strategy

    1. 1. Positive Women’s Day Developing your Twitter and overall social media strategy
    2. 2. Outline of the session •13:45 - Social Media Key Principles and the REACH model •14:00 - Your social media strategy - Setting objectives and defining your audience •14.40 - Twitter fundamentals and benefits •14:55 - Managing your social media •15:05 - Q & A – Ask me anything!
    3. 3. What’s social media really all about?
    4. 4. What is Social Media? SOCIAL = anyone (& everyone) can have their say MEDIA = they can say it any way they want to
    5. 5. What is Social Media? “In an affluent society, we value our time and our money, so before we invest either of them in a purchase or an activity, we want to know if it is worthwhile. To figure that out, we turn to other people, listening to their advice and observing their behaviour.” Craig McMurty Microsoft Developers Weblog
    6. 6. What’s social about Social Media? The aim is to get trusted referrals. . . from people who authentically evangelise your product or service for you. Steve Holzner “Facebook Marketing”
    7. 7. Where are these influencers? • 62% of UK adults aged 35 to 55 use social networks • 1.23 billion users on Facebook • 645 million users on Twitter • 58 million Tweets sent a day • 277 million users on LinkedIn • 540 million users on Google+ • 218 million users on Instagram • 70 million users on Pinterest • 100 hours of video uploaded every minute on YouTube What’s social about Social Media?
    8. 8. o Marketing – broadcasting promotional messages o Increase your online visibility and search ability o Establish your expertise and showcase your experience o Customer service – make your customers feel valued o Become a valued member of people’s online network o Connect with industry experts/influencers o Catching up with what clients and competitors are up to What can you use social media for?
    9. 9. Social Media Benefits • Evidence your experience and expertise • Establish trust and loyalty • Instant feedback to inform your service development • Influence & Amplification • Engage hard to reach audiences • Develop a voice in your sector • Professional development & networking • Celebrate your successes
    10. 10. Before you dive in – what’s your strategy?
    11. 11. What to consider Who are your three aspirational audiences? What are your three key messages? What three offers or calls to action do you have?
    12. 12. Objectives • Increase your online/social visibility in a competitive market • Spread awareness of your business and its services • Showcase your character and expertise • Keep customers happy & informed with up to date information & provide good customer service • Drive web traffic = enquiries, bookings & sales
    13. 13. Objectives • Keep up to date with the news and trends in your industry • Increase engagement with customers – keep them coming back • Keep an eye on competitors Link social media to your current business objectives – how can it help you achieve them?
    14. 14. Audiences • Potential customers – new & existing – define by type – which platform best for demographic • Potential collaborators or suppliers – non- competing useful contacts to make • Industry experts and influencers • Current offline contacts – genuine online/public recommendations made easier & more visible • Local businesses for awareness & referrals • Potential employees – social recruitment?
    15. 15. KPIs • Likes and followers - What do they mean for you though, what is their value? • Engagement - @ mentions, retweets, direct messages, direct enquiries, response rates • Website traffic driven from social • Number of followed links for all shared content • Social media referrals • Direct sales conversions – online or offline – Do you ask where your leads heard about your services?
    16. 16. So what about Twitter?
    17. 17. • Most public of social platforms - easiest to do outreach to find audiences to engage with • Tweets more likely to be seen by a wider audience – through hashtags, @mentions and retweets – All Public! • Easier to build your audience - Follow to increase your own following • Can send a tweet to any user you like • Easier to share other people’s updates through retweets - amplification Why use Twitter
    18. 18. • Great capability for listening – valuable research on topics in your industry, consumer trends, competitor activity • Public customer service – transparency of your values and service • Public recommendations can be easily amplified • Using industry hashtags can get your content more easily noticed Why use Twitter
    19. 19. Twitter Strategy Tips • Decide on your message and identity – optimise your profile with keywords – what do you want to be found for? How are you going to represent yourself? • Find relevant users to follow - People & organisations who tweet relevant & useful information in your industry • Listen and Learn - use the search function to find your keywords, what are others doing in your field?
    20. 20. Twitter Strategy Tips • Follow public industry Twitter lists and create your own – credible sources you respect to establish your expertise • Link to your other online presence as evidence of your expertise - web content, blog, LinkedIn profile. • Tweet opportunities, tips & advice, thank contacts for recommendations, local events/news, general business opportunities
    21. 21. Tweeting Tips • Retweet useful information and add your own opinion. The key to Twitter is expanding the reach of your brand and messages through amplification by getting retweeted • Be seen as a valued, helpful member of someone’s network • Find top tweeters in your area of interest that you can follow and engage in conversation
    22. 22. Find the right people to follow • Following strategy – To increase your following, you need to follow! • Do you follow users who engage with you? • Do you follow influencers in your field? • Do you follow local influencers? • How can you reach the audience of your competitors or non-competitors?
    23. 23. Hashtags What are the conversations in your industry? Some examples #ukemplaw #hr #banking #socialmedia #financejobs Find some of your own http://www.hashtags.org/ The more niche the better!
    24. 24. Useful Twitter Tools & Features • Twitter Advanced Search & Followerwonk – Find relevant users to engage with • TweetDeck or HootSuite – management & scheduling • Twitter Lists – find relevant users • Hashtags – find relevant conversations • Kred – measure influence • Goo.gl - URL shortener & tracker
    25. 25. Twitter etiquette • Twitter is a new form of customer service. Consumers expect you to be there to be found and contacted. • It’s about building relationships, not just broadcasting your messages. • It is important to be helpful & responsive on Twitter to build a strong, trusted reputation. • It’s not a hard sell - it’s about trusted referrals and recommendations. • It’s all about getting re-tweeted to increase your reach, spread your messages across different audiences, with help from the Twitter community.
    26. 26. Remember… • Be professional on Twitter but be yourself • Not just your own information, your own messages, it’s not all ME ME ME! • Share richly sourced content with your network so they keep coming back. • Retweet and credit your community to encourage engagement • Remember – social is about conversations!
    27. 27. Managing your presence on multiple platforms own website?
    28. 28. Scheduling - Maximise your social media efforts • Avoid bulk status updates when messages aren’t time dependent. If you post more than two or three times in a row, you may flood the timelines of your followers • If you have updates to share, spread them out over time so more users are likely to see them. • You can schedule tweets through Buffer or using social media dashboards like HootSuite or TweetDeck. • But remember – automate the task not the conversation!
    29. 29. Schedule activity Hootsuite – Use a social media dashboard to schedule & syndicate content where relevant.
    30. 30. Best times to tweet & post • Maximise activity by scheduling your content • When is your target audience online? Test it yourself to see the engagement you get at different times. • First thing in the morning – 9:00am, lunch time and early evening 17:00-18:00pm.
    31. 31. Social Media Risk • Loss of competitive advantage by not using it – less visibility than competitors on popular social networks • Missed opportunity to control the social space where customers have conversations about your brand • Missed opportunity to amplify positive messages and feedback about the brand to reach a wider audience. • Risk of damage to brand reputation if social media is not done well
    32. 32. Any Questions?
    33. 33. Positive Women’s Day Lucy Goetz Social Media Trainer & Consultant Keep in Touch www.lucygoetz.com lucy@lucygoetz.com @Goetzy on Twitter www.linkedin.com/in/LucyGoetz

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