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Social Media Workshop Joanne Sweeney‐Burke & Aodh Ó’ Fearraigh Wednesday 24th October 2012
Course Objectives Giving you a greater understanding of social media Teaching you skills to manage Facebook and Twitter Enabling you in digital story‐telling Understanding “Content is King” Devising a social media strategy for your organisation
Social Media Networking Sites Facebook Twitter LinkedIn Blogs You Tube Flickr Pinterest Google +
The New Rules of Marketing & PR Before the web came along there were only two ways to get noticed: 1. Buy expensive advertising 2. Beg the media to tell your story Now we have better options! Simply: publishing interesting content on the web that your buyers want to consume. It’s all about developing relationships, having a twoway conversation and engaging with an audience relevant to you, your business or your organisation.
Why Organisations Use It• Find new customers leads or contacts• Find collaborative / strategic partners• Tell your story• Promote your product or service• Get a loyal following• Recruit staff /potential volunteers• Promote your organisation as a communityleader• Build your network• Online PR
Writing for the Social Web State a beneLit Provoke a question Offer useful information Answer a question Be aware of ‘above the fold’ Write for your readers
Facebook MarketingFacebook is a social network service andwebsite launched in February 2004. Wikipedia
Facebook is the no 1 Social Network in the world with 1 billion users! -You can hook up with friends/family - Share news and information - Instant Message - Upload and share photos - Invite people to events / parties- Find offers and information about local/global businesses
How to Set up a Facebook Page You must have a personal pro:ileGo to: www.facebook.com/pagesSelect: ‘Create a Page’
Here you can create a ‘Status,’upload photos and videos andcreate events and milestones
To edit your page Click ‘Edit Page’ at the top. Here you can change all your settings. Add administrators who can also edit the page, create posts and upload information. You can change your Avatar (Profile Picture.) And have access to apps, insights and features to your page.
To build your Facebook audience you can begin by inviting email contacts, inviting yourpersonal friends to ‘Like’ the page, to share thepage onto your personal page and to create an advert to promote your organisation.
Facebook Tips ProLiles are for people Pages are for business Select a permanent name and category You can only change business page name if under 100 LIKES Use the ‘info’ tab for company details Customise your url e.g. facebook.com/mediabox Promote your page ‐ fresh and rich content ‐ exclusive news, photos, video, links, sharing, interactions. Measure engagement with insights ‐ comments, LIKES, posts Add FBML (facebook mark‐up language) ‐ you need a developer to customise tabs Groups ‐ max messaging to 5,000 people Choose your Landing Page ‐ wall, info, events, promotion Cross promote content on other platforms
BeneLits of Facebook PagesVisibility in the Search EnginesAdding Rich Multi‐Media ContentShare status updates in Fan’s News FeedsAdding Events, Reviews, Discussions to your tabsAs tabs have speciaic URL’s you can use as landing pagesUnlimited number of fans
Personal ProLile V Business Page •The Rules: It’s against Facebook terms to use a proaile for a business. (Ref: Paddy Power & Recruitment Ireland case studies) • SEO: Fan pages are indexed by search engines. Proailes are not. • Build your Following: Fan Pages can have an unlimited number of fans. Proailes are ltd. Personal proailes max is 5,000. • Multiple Brand Platforms: You can have multiple fan pages, but only one personal proaile. •Features: More features for business on a business page * Good news: you can now change your personal page to a business page (but it is a permanent action!)
Changing a Personal ProLile to a Business Page How do I know if I have a Personal ProLile or a Business Page? ‐ simply, you can send and accept “friend requests”; business pages only have “Likes”
Secrets of Facebook Posting• Find your rhythm ‐ how often to post and what to say ‐ it must realect your business product or service• Find your authentic voice ‐ be human, be real, be conversational. Share videos of your company, photos of you, staff or product, clients• Set Aside Time Make facebook part of your marketing strategy and set aside time daily ‐ to check for notiaications, comments, likes & to post ‐ time is relative to each individual business or organisation but 5‐20 minutes daily is a good rule of thumb• Share News & Exclusive Content ‐ now give your followers a reason to LIKE your page and to keep them engaged• Encourage Fan Participation ‐ fun and engaging calls to action which encourage participation e.g. ask questions, ask for opinions, share posts that you love. Allow fans to post directly to your wall with questions, feedback and compliments.
Secrets of Facebook Posting• Reward your Fans post special offers just for your facebook fans e.g. discount codes & exclusives on new products. Or use a “____ “ that can only be redeemed in your store.• Market your Facebook Page ‐ promote your facebook page on your website (plug‐ins and logo), ezine, newsletter, press ads, radio ads, point of sale material, email signature, business cards, brochures, menus etc.• Landing Page ‐ this encourages visitors to Like your page. You need a developer/designer to do this.• Partnerships ‐ Partner with other brands or local organisations to create co‐promotions and encourage viral sharing with incentives
Secrets of Facebook Posting• Expand the Reach of Your Posts ‐ When you mention a person or organization you are connected to in a post on Facebook, type the @ symbol, begin typing the name, and then choose them from the dropdown menu. Your post will automatically post to their Wall.• Use PlugIns on your Website ‐ Install a Like box on your homepage and a link on your newsletters and emails to drive people to your Facebook Page.
Facebook Features for Business Avatar this is your proaile picture http://www.facebook.com/mediabox Customised Tabs ‐ tabs to suit your business Include FBML to code your own tabs Need some developer help here Example: http://www.facebook.com/FotaIslandResort?sk=app_4949752878 Competitions / Promotions ‐ offers, giveaways Review the new rules in your handbook Example: http://www.facebook.com/JellyBeanFactory?sk=app_95936962634 CheckIn ‐ people can tag themselves at your business With Facebook Places Polls ‐ start a poll and get feedback on a product/issue Example: http://www.facebook.com/maltesersireland?sk=app_20678178440
Facebook Features for BusinessJoin my List ‐ invite people to join your mailing list To set your default landing page follow the steps below:1. Go to your page2. Click the Edit Page link under your proaile picture3. Click the Manage Permissions link on the left4. Then, select a tab from the drop down labeled “Default Landing Page”Now whenever someone goes to your page they will be asked to join your mailing listThey may then navigate to your wall or any of your other tabs.Example: http://www.facebook.com/mediabox?sk=app_141428856257 Deals ‐ include your business offers on facebook dealsSee guide for business http://www.facebook.com/deals/business/Notes ‐ publish press releases or longer posts hereExample: http://www.facebook.com/note.php?note_id=10150604243175057Landing Pages ‐ develop an engaging landing page using FBML Example: http://www.facebook.com/GleniskOrganic
Facebook Features for BusinessLinks ‐ Link to your website, interesting news bitsExample: http://www.facebook.com/mediabox?sk=app_2309869772Send Updates to Fans post regularlyDiscussions start a discussion an engage and audienceExample: http://www.facebook.com/topic.php?uid=108968472464808&topic=302Video ‐ upload your own videos or those you likeExample: http://www.facebook.com/mediabox?sk=app_2392950137Photos upload your photos and tag people or pageshttp://www.facebook.com/media/set/?set=a.441750263306.242306.30579635336You Tube ‐ embed your you tube channelExample: http://www.facebook.com/mediabox?sk=app_136005869798458Events ‐ create an event and send invitations to your fansExample:
Facebook Promotion Guidelines http://www.facebook.com/promotions_guidelines.php Promotions on Facebook must be administered within Apps on Facebook.com, either on a CanvasPage or an app on a Page Tab. Promotions on Facebook must include the following: a. A complete release of Facebook by each entrant or participant. b. Acknowledgment that the promotion is in no way sponsored, endorsed or administered by, orassociated with, Facebook. c. Disclosure that the participant is providing information to [disclose recipient(s) ofinformation] and not to Facebook.You must not use Facebook features or functionality as a promotion’s registration or entrymechanism. For example, the act of liking a Page or checking in to a Place cannot automaticallyregister or enter a promotion participant. You must not condition registration or entry upon the user taking any action using any Facebookfeatures or functionality other than liking a Page, checking in to a Place, or connecting to your app.For example, you must not condition registration or entry upon the user liking a Wall post, orcommenting or uploading a photo on a Wall.You must not use Facebook features or functionality, such as the Like button, as a votingmechanism for a promotion.
You must not notify winners through Facebook, such as through Facebookmessages, chat, or posts on proailes or Pages.You may not use Facebook’s name, trademarks, trade names, copyrights, or anyother intellectual property in connection with a promotion or mentionFacebook in the rules or materials relating to the promotion, except as neededto fulaill your obligations under Section 2. Deainitions: a. By “administration” we mean the operation of any element of thepromotion, such as collecting entries, conducting a drawing, judging entries, ornotifying winners. b. By “communication” we mean promoting, advertising or referencing apromotion in any way on Facebook, e.g., in ads, on a Page, or in a Wall post. c. By “contest” or “competition” we mean a promotion that includes a prize ofmonetary value and a winner determined on the basis of skill (i.e., throughjudging based on speciaic criteria). d. By “sweepstakes” we mean a promotion that includes a prize of monetaryvalue and a winner selected on the basis of chance.
Facebook TipsNew to Facebook:1. Will you have a personal proaile?2. Will you explore apps, ads, groups or pages?3. What will you track in terms of ROI?4. When will you get started?Already on Facebook:1. What will you keep the same?2. What will you change?3. What will you do more or less of?4. How can you proactively improve the ROI?
Twitter MarketingTwitter is a website, owned and operated by Twitter Inc., whichoffers a social networking and microblogging service, enablingits users to send and read other users messages called tweets.Tweets are text-based posts of up to 140 characters displayed onthe users proﬁle page. Tweets are publicly visible by default,however senders can restrict message delivery to their friendslist. Users may subscribe to other users tweets—this is known asfollowing and subscribers are known as followers. - Wikipedia
How to Set up a Twitter Page • Go to: www. twitter.com/signup • Fill in necessary details • Add a proﬁle picture (avatar) • Populate your page and start following friends/businesses
Why Twitter for Business?• Reach and interact with like-minded businesses and awider online audience• Deepen your customer relationships• Attract new customers• Forge relationships with other businesses engaging inonline communications• Encourage Word of Mouth marketing for your business• Improve customer services (e.g. Eircom, UPC)
The ABC’s of Twitter@yourname = a public message to or about this person#= hash tag; helps you search and categorise posts on a topicTo follow = subscribe to their messagesTweeple = people on TwitterYour Twitter Handle = your Twitter name e.g. @jsmediaboxA Tweet = an individual messageA DM = a direct/private message on twitter. You can only sendthis if the other person follows youRT/ReTweet: = reposting a message from someone else onTwitter and attributing them for the contentTrending Topics = most discussed terms of the moment
Finding Followers Look for people you know Look at other people’s proailes ‐ explore lists Participate e.g. #followfriday #ff Hold competitions and provide special offersBe worthy of being talked about ‐ RT (retweet_Add multi‐media e.g. video, links, photosAsk and respond to questions ‐ join the conversation Add your proaile to your site and other marketing material ‐online and ofaline e.g. email signature, business cards Use directories e.g. twellow.com, mrtweet.com, wefollow.com Add to your web page / blog
Connecting with Customers Listen to feedback Follow people back Engage in surveysMonitor what gets re‐tweeted and number of viewsAnswer questionsWatch who follows and unfollows you and whenKeep your tweets “on brand”Offer value and even “Twitter only” offersRespond in context ‐ don’t stalk or hijack trending topicsor hashtags
Twitter Etiquette Don’t spam Give recognition and thank for re‐tweets Stick to 140 charactersFollow people who follow youMind your languageDon’t “hard sell” ‐ pitchDon’t just promote on your own site Be personalBuild relationships
Twitter Tips Register your brand name Keep your name consistent over multiple platforms Make your handle memorable Listen to the conversation www.search.twitter.com Customise your proaile and Twitter landing page Start tweeting before connecting Become a valuable resource Don’t over‐promote ‐ build relationships airst Showcase others Use bitly.com to shorten links There are no rules people have personal preferences Remember what you tweet is indexed in search engines Consider DMs for privacy
Measuring Twitter SuccessHow do you measure if you are being effective on Twitter or not?Here are some tips on how to gauge whether anybody is payingattention to what you are saying or not.• Measure how many times people have Retweeted your tweets• Measure how many @mentions/replies you have received• Measure how many Lists you have been added to• Measure how much trafaic your site has received based on yourtweets with links to your website• Measure your number of followers
Twitter TipsNew to Twitter: Who will be responsible? What will you tweet about? What will your track in terms of ROI? When will you get started?Already on Twitter: What will you keep the same? What will you change? What will you do more or less of? How can you proactively promote ROI?
Twitter ProLileComplete your proaile fully Avatar Descriptor Link to your website Twitter Handle
LinkedIn is a businessoriented social networking site.Founded in December 2002 and launched in May 2003, it ismainly used for professional networking. As of 2 November2010 (2010 1102), LinkedIn had more than 80 millionregistered users, spanning more than 200 countries andterritories worldwide. Wikipedia
How to Set up a LinkedIn Page • Go to: www.linkedin.com/reg/join?trk=hb_join • Fill in necessary details • Add a proﬁle picture (avatar) • Populate your page and add connections
Why LinkedIn for Business• Manage the your public professional proﬁle• Reach potential clients, service providers and subjectexperts• Create and collaborate on projects, gather and sharedata• Be found for business opportunities and ﬁnd potentialpartners• Gain new insights from discussions with like-mindedbusinesses• Discover inside connections that can help land jobs &close deals• Post and distribute job listings to ﬁnd the best talent foryour company
LinkedIn Tips Create a professional proaile Build and nurture your network Join groups or create your own Search for people and companies Give endorsements Seek endorsements Use status updates Create your company proaile Ask and answer questions Add applications to your proaile e.g. resume app,export your LinkedIn connections to excel Promote your events
Business BloggingWhat is it? "A blog is a web page made up of usually short, frequently updated posts that are arranged chronologicallylike a whats new page or a journal." The term is actually weblogs coined by Jorn Barger in 1997. A blog is a type of website or part of a website. Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video.- Wikipedia
Business BloggingWhy blog? To present a more human face To build a community around a brand To provide expert advice in a sector / subject To improve visibility in search engines To provide regular news and updates from your business To manage your business reputation online To enable customers provide feedback on products and services To manage content To publish and share rich content e.g. video, links, photos
Blog Case StudiesGardening:http://blog.doneganlandscaping.com/ Food: http://www.donalskehan.com/ Political: http://www.Politico.ie Social Media: http://www.krishnade.com/blog/
Setting up a Business Blog Choose your software ‐ blogger.com ‐ free hosted service ‐ wordpress.com ‐ free hosted service‐ typepad.com ‐ paid for hosted service‐ wordpress.org ‐ free self hosted Choose your topic / theme Customise your blog design Promote it‐ integrate into your website‐ tweet blog posts‐ post blog links on facebook
Bringing TrafLic to Your Blog List your Blog on Technorati Comment on other Blogs List your Blog on Google Tag your Blog posts ‐ so they can be found on google Get listed on a blog directory Produce content for other blogs or websites Pay for online advertising
Are you Ready to Blog Who is responsible in your business/organisation Align it with your corporate brand Integrate it into your marketing plan Engage key stakeholders in your sector Create and work within your corporate blogging policy Engage with your audience Make it easy to navigate Customise the design Make it easy to subscribe Build your community and connect to the blogospehere Establish goals and measure ROI
Finding Blogs to Read & Followhttp://www.technorati.comhttp://blogsearch.google.comhttp://irishblogs.iehttp://www.irishblogs.comhttp://www.irishblogsdirectory.comhttp://planet.journals.iehttp://www.blogarama.com Also reference 2011 Irish Blog Awards
Online Video / AudioWhat is a Podcast?A “podcast” is a buzzword to describe a very simple concept: anaudio or video :ile available on the Internet for you to listen toand/or watch. A podcast can also refer to a series of theseaudio or video :iles (similar to how a TV or radio “show” can bea series of shows or just one show). When using the word“podcast”, most people refer to the entire series and not justone audio or video :ile.” podcast.com
Online Video / AudioWhy Podcast? Be a thought leader in your sector Lead generation ‐ customer enquiries, sales leads Deliver training programmes/ tutorials online Promote events Record your events Internal communications Recruitment Customer service
Online Video / Audio YouTube is a videosharing website on which users can upload, share, and view videos. Wikipedia
Set up a You Tube Account • Go to: www.youtube.com/create_account • Fill in necessary details • Add a proﬁle picture (avatar) • Setup a channel and start uploading content
Podcast Equipment Microphone Microphone Cover Memory Card Tripod Tri‐pod / uni‐pod QuickTime Pro / Windows MediaPlayer
The Return on Investment (ROI)Set Goals: e.g.I want to increase awareness of my company by drivingbrand reputation; I want to secure x no. of attendees to my event viasocial media)Implement: Decide on a timeframe for the campaign? Be realistic. Decideon the communication channels; have a different conversation on each;be visual; have a voice; have exceptional and engaging content.Measure: Are people listening? What are they saying? What are thenumber of enquiries? Any sales? Is the phone ringing more than before?Is there better WOM? What has happened to your brand reputation?Evaluate: Were your goals met? If not, what can you say is different nowthan before?
ROI Should Deliver• Search Engine Results and Visibility• Website Traffic and Time on Site• Creating a Community of Brand Ambassadors• Customer Service & Loyalty• Sales and Word of Mouth Referrals• Increased Productivity• Reduced Overheads• Product/Brand Awareness• Reputation Management• New Strategic Alliances• Research & Consumer Insights• Innovation & New Product Development• Global Reach
Social Media Monitoring Tools • Blogs ⇒ Google Alerts, Yahoo Alerts • Comments ⇒ Backtype • Message Boards ⇒ Board Reader, BoardTracker • Twitter ⇒ TweetBeep, TwitterSearch • Social Bookmarking ⇒ StumbleUpon, Digg, Reddit, Delicious • Social Media Search Engine ⇒ SocialMention, Serph, Keotag • Multi-Media Search ⇒ You Tube, Flickr • Website Traffic ⇒ Google Analytics, Quantcast, Alexa, Compete • Blog Traffic & Backlinks ⇒ Technorati, BlogPulse • Overview ⇒ Google Alerts, Google Trends, NetVibes
Handling FeedbackOr in other words - managing your business reputation online!
Handling Feedback Tips1. Deaine the feedback ‐ well thought out, rushed, fair commentary or emotional rant2. Deaine where the comments are coming from ‐ bad customer service, irate client, unhappy supplier etc3. If genuine and posted in a professional manner ‐ respond immediately4. If aggressive, emotional, negative, irrational ‐ leave it alone ‐ maybe just ‐ “thank you for your post/comment5. Remember your followers see this so mind your Ps&Qs ‐ stay en message6. Don’t get personal7. A strategy of silence is not recommended
Social Media Use PolicyAsk yourself the following questions • Who is responsible in‐house? • What is the objectives of social media for your business/organisation? • Will staff online reputation affect your business? • Do you need to discuss online brand reputation generally? • Client confidentiality
Examples of Social Media Policies BBC Personal Use of Social Networking Siteshttp://snipurl.com/bbcguidelinesOgilvy Blogger Outreach Policyhttp://snipurl.com/ogilvybloggeroutreachOracle Social Media Participation Policyhttp://snipurl.com/suncommunityguidelinesCoca Cola Social Media Policyhttp://snipurl.com/cocacolasocialAdditional Resourceshttp://snipurl.com/socialmediapolicies
Facebook AdsTitle: up to 25 characters includingspacesCopy: up to 135 characters includingspacesPhoto or image: 110 pixels (w) x 80pixels (h)Target your Audience: age, location,interests, genderSet your daily budget and scheduleHave a strong call to actionEnsure there is a speciaic landing pageEvaluate your campaign and reaine itTest engagement adshttp://snipurl.com/abengage
Linking Your PagesFacebook to Twitter www.facebook.com/twitterFacebook to Website Post Status Update, copy Linkinto Link FieldTwitter to Facebook www.twitter.com/facebookTwitter to Website – use bitly.com to shorten urlsTwitter to Blog – use bitly.com to shorten urlsYou Tube to Facebook/Blog/Twitter – Click Shareand choose your social media platformYou Tube to Website – copy & Paste Emded Code