Elevate Your Advertising Game: Introducing Billion Broadcaster Lift Advertising
Lynsey Sweales - Social B
1. Social media – how to ensure
success
SocialB Ltd
@SocialBUK @Lynseysweales
Social Media & Online Marketing Experts
2. What will you leave with today?
Why social media is so significant for business
The four key areas to building social media
success
How to use social media successfully
Tips on using social media as part of your every
day business
Social Media & Online Marketing Experts
3. SocialB
Social media & online marketing experts
- Social media training courses/webinars
- In-house social media training
- Social media consultancy/management
- Search engine optimisation (increasing the number of visitors to
a website delivered by search engines such as Google,
Bing, etc)
- Pay per click
Social media council
Social Media & Online Marketing Experts
4. Social Media Usage
Around 71% of Internet
users around the world
interact on social media
at least once a month
Social Media & Online Marketing Experts
5. Who uses social media?
Social Media & Online Marketing Experts
6. Different types of social media
Although they all enable sharing, there are several
different types of social media:
Blogs are online diaries
Microblogs (Twitter) is texting online
Forums are conversational threads
Video sharing (YouTube) is shared video clips
Social photo (Flickr/Pinterest/Instagram) is shared
images and photos
Social networking (Facebook, LinkedIn, Google+)
is all of the above
Social Media & Online Marketing Experts
7. How it relates to business
Businesses can – and do – use social media. For every major business
function of every organisation, there is an equivalent social media
function:
Research=Listening to the conversations people have with each
other to understand their wants and needs
Marketing=Talking in the conversations people have with each
other to spread messages about your company and products
Sales=Energising customers to sell you by finding your most
enthusiastic customers/employees and supercharging them online
Support=Supporting customers to support each other by setting
up tools that help them do this
Development=Embracing customers to work with each other by
integrating them into the way your business works
Social Media & Online Marketing Experts
8. The 4 key S’s to social media success
Strategy
Social
SEO (keywords)
Search
Social Media & Online Marketing Experts
9. Social Media Strategy
Without a plan you plan to …
What does success look like?
How has your business become
successful? With a plan/strategy by
any chance??
Q1 “What do we want to achieve
with our social media activity?”
Social Media & Online Marketing Experts
10. Social Media Strategy
Your overall objectives will inform what you do in
social media in terms of:
Who you want to connect with
What content you share
How you interact with people
How often you need to interact with people
How you want to influence people to act
Social Media & Online Marketing Experts
11. How to measure in one place – Excel!
Weekly per platform per tab
Monthly on one tab
Create graphs
Social Media & Online Marketing Experts
12. Social Media & Online Marketing Experts
Example of easy measuring
13. Client East of England tourist attraction
Assets/Activities
Facebook (organic)
Impact
•Facebook had a 1.5% engagement level – very
low
•Wanted to drive awareness and footfall to
attraction over November & December
•Increased engagement on Facebook by 94%
•Increased traffic to the website by 795%
•40% sales increase compared Y/Y was due to
Facebook
Social media – Increase awareness & footfall
Social Media & Online Marketing Experts
14. Social media – sales
Social Media & Online Marketing Experts
North Norfolk District Council
Assets/Activities
•Advertising on Facebook
Impact
•V targeted segmentation of adverts with
relevant imagery &content
•Click through rate over over 4%
•Reached 16,800 targeted people
•First sports session sold out within a week
– before any of the traditional media had
even gone to print
•Small budget but big success campaign
delivery
15. Social media – engagement/research
Social Media & Online Marketing Experts
United Nations
Assets/Activities
•Social media - various
Impact
•Wanted to better engage with their
audiences in Sudan, Afghanistan and Haiti
•Increased significant engagement, image
tweaks and using people on the ground to
find answers to questions
16. Social media – crisis management
Social Media & Online Marketing Experts
Crisis to positive PR
•Plan
•Know their brand
•Speed
•Humour
17. What will you leave with today?
Why social media is so significant for business
The four key areas to building social media
success
How to use social media successfully
Tips on using social media as part of your every
day business
Social Media & Online Marketing Experts
18. FREEBIES
Free webinar – 4 key S’s to social media success
http://www.socialmedia-trainingcourses.com/courses/the-
4-key-ss-to-social-media-success/
Sign up to our Free weekly enewsletter with the
latest hints, tips and examples – socialb.co.uk
Social Media & Online Marketing Experts
19. Social media – how to ensure success
SocialB Ltd
@SocialBUK @Lynseysweales
Social Media & Online Marketing Experts
Editor's Notes
We provide Social media training and online marketing consutlancy throughout the UK – we have some Very special offers on our courses so please visit our stand for FREE things like Social media template and FREE SEO review of your website plus some very special offers on our courses
My background, worked in marketing & PR 10 years plus
Worked on website projects and always hindered by technical babble & lack of understanding – so through ‘learning on the job’ and working in a live environment gained a full understand.
SocialB are social media and online marketing experts providing social media training around the UK and inhouse, marketing and consultancy. clients local and also large national and global brands. Provide strategy, training and implementation on all levels of SEO and SM Muller, Boots, Dunelm, Emirates, Gatwick Heathrow, Manchester College, O2,
My background, worked in marketing & PR 10 years plus
Worked on website projects and always hindered by technical babble & lack of understanding – so through ‘learning on the job’ and working in a live environment gained a full understand.
SocialB are social media and online marketing experts providing social media training around the UK and inhouse, marketing and consultancy. clients local and also large national and global brands. Provide strategy, training and implementation on all levels of SEO and SM Muller, Boots, Dunelm, Emirates, Gatwick Heathrow, Manchester College, O2,
This figure will rise to more than three out of four internet users by 2016.
Don’t get stuck in the trap of thinking this all young people and that your business is too important to be on these platforms – you are sticking your head in the sand. Social media is here to stay avoid only at your own risk
Never under estimate the power of listening
When you create a social media strategy, your actions are more deliberate and have purpose and your connections clearly understand what you have to offer
Bear in mind success is down to measurement and identifying in the first place:-
E,g.PR coverage
Support function in your business
Business grow in XXX sector
Online sales
Social media is not a quick win – it’s a long term strategy that can have long term successful resuits – it takes time, and although free there is resource involved – with a strategy your CEO will feel a lot more comfortable in what you are doing online
Many brands and agencies will kick off social media activity without a clear vision of what they hope to achieve (77% of all Facebook pages have less than 1,000 fans, limiting impact)
This typically generates mediocre results (at best), which people then really struggle to attach any worthwhile meaning to, as they had no real benchmark for success in the first instance
Will sit alongside your overall marketing strategy – should reflect what is going on offline – e.g. Muller the yogi bear advert – their facebook page reflected this
The key feature that differentiates social media from traditional media is its facility for two-way dialogue
This brings with it a number of important advantages:
More powerful engagement
Improved recall
Active involvement
Participative for both parties
Make this principle core to a social media campaign
Develop online objectives that are SMART:
Specific – objectives should specify what they want to achieve
Measurable – you should be able to measure whether you are meeting the objectives or not
Achievable - are the objectives you set, achievable and attainable?
Realistic – can you realistically achieve the objectives with the resources you have?
Timely – when do you want to achieve the set objectives?
Example of objectives could be:
Increase traffic to your website
If you are investing in social media you need to not only measure but take action with these results
Wholesome grocer – great at chatting and interaction – love their way of providing offers – they are exclusive to twitter, they are humorous and they can measure the success very very easily
What would I do to improve their Twitter account – use hashtags for Norwich, perhaps food plus update their profile so it says who they are why people should follow them and what people who follow them can expect – offers, chatter, etc
If you provide
Facebook engagement was 323 – we increased to 627
The key to success was tapping in to their brand advocates who already liked their page but were not seeing the content as it wasn’t engaging – they had lots of content but it was just broadcast. We took the time to understand their audience wants, needs and interests and turned the content in to engaging posts while using this to increase awareness to people who didn’t know the attraction wasn’t just for kids
Out of city shopping destination for well known brands
Father christmas – no a whip through but feed the animals, great value for the all the family
Lots of shops so gifts, crafts, local etc
One off piece of work
Where is the windiest place in Haiti ?
Greggs are a well known high st bakery with stores across the UK.
Their brand is well known and so as many well known brands a prime target to hackers
This is a brands worst nightmare – you can plan for what all the general things, customer service, complaints etc – but how can you plan for every crisis?
You cant
My background, worked in marketing & PR 10 years plus
Worked on website projects and always hindered by technical babble & lack of understanding – so through ‘learning on the job’ and working in a live environment gained a full understand.
SocialB are social media and online marketing experts providing social media training around the UK and inhouse, marketing and consultancy. clients local and also large national and global brands. Provide strategy, training and implementation on all levels of SEO and SM Muller, Boots, Dunelm, Emirates, Gatwick Heathrow, Manchester College, O2,
Many brands and agencies will kick off social media activity without a clear vision of what they hope to achieve (77% of all Facebook pages have less than 1,000 fans, limiting impact)
This typically generates mediocre results (at best), which people then really struggle to attach any worthwhile meaning to, as they had no real benchmark for success in the first instance
Will sit alongside your overall marketing strategy – should reflect what is going on offline – e.g. Muller the yogi bear advert – their facebook page reflected this
The key feature that differentiates social media from traditional media is its facility for two-way dialogue
This brings with it a number of important advantages:
More powerful engagement
Improved recall
Active involvement
Participative for both parties
Make this principle core to a social media campaign
Develop online objectives that are SMART:
Specific – objectives should specify what they want to achieve
Measurable – you should be able to measure whether you are meeting the objectives or not
Achievable - are the objectives you set, achievable and attainable?
Realistic – can you realistically achieve the objectives with the resources you have?
Timely – when do you want to achieve the set objectives?
Example of objectives could be:
Increase traffic to your website
We provide Social media training and online marketing consutlancy throughout the UK – we have some Very special offers on our courses so please visit our stand for FREE things like Social media template and FREE SEO review of your website plus some very special offers on our courses