Social Media Fundamentals April 2012


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This presentation provides an introduction to social media channels. It will examine the importance of social media and how to use platforms such as Facebook, Twitter and LinkedIn successfully. It will explore the main principles of social media, and how it can be used by organisations to transform their marketing communications. The area of social media monitoring and risk will also be examined along with some practical advice on how to successfully protect your organisation's reputation online.

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Social Media Fundamentals April 2012

  1. 1. About TodayUnderstand more about what social media isThe most common reasons for poor social mediamarketing and what to do about themSocial Media Channels – Inc Facebook, Twitter andLinked In + top tips to improve performanceSocial Media management, resourcing and policy
  2. 2. About You?
  3. 3. Part 1.Social Media Overview and Channels
  4. 4. Social Media MarketingStories Often Start LikeThis…………
  5. 5. We reallyshould beusingAnd ”
  6. 6. We think aboutthe tools, but weshould bethinking about…..
  7. 7. What problems does this create?Social Media ‘broadcast’Corporate tone of voiceWrong tools for the job – not using theright social media channelsContent is boring / no contentNo integration etc.
  8. 8. 7 Habits of highly successful socialSupport from management media use!An evolving business and media cultureResources in place to do it properlyContent and social currency to useThey know their audience and are not 100%afraid of themUse the right tools with confidenceAre ok about doing things a bit differently!
  9. 9. Sharing
  10. 10. Social Media Channels
  11. 11. Digital / Social Media Channels
  12. 12. Search Engines: SEO PR How visible isyour organisation Google Search?
  13. 13. Digital Display
  14. 14. Online Media and Communities: What ones that matter to you?
  15. 15. Online Video:Promote and Share
  16. 16. Online Surveys:Canvas Opinion and feedback
  17. 17. Q. What Digital Channels are you using?
  18. 18. What is ?“Pinterest is a social network that allows users tovisually share, curate, and discover new interests byposting, also known as ‘pinning,’ images or videosto their own or others’ pinboards.”Users can:• Upload images from their computer• Pin things they find on the web using the Pinterest bookmarklet, Pin It button, or just a URL. Source: Hubspot, 2012
  19. 19. Why is important?1. Traffic – Effective at driving traffic to websites.2. Links – Use of the ‘Pin-it’ button on your website provides a link back to the source.3. Social Sharing – Users log in using their Twitter or Facebook profiles for social sharing. Source: Hubspot, 2012
  20. 20. The problem of too much choice……
  21. 21. Part 2.Facebook in Practice
  22. 22. Top Reasons for Facebook FailureUsing as a corporate broadcast tool (No.1 issue!)Posts are too longNot enough engagement and interaction
  23. 23. Top Reasons for Facebook Failure: STRATEGYNo overall strategy and objectivesNo content – all text based posts, but what about other formsof contentLittle Integration with PR, marketingAlmost no integration with other areas of the organisation(customer service?)
  24. 24. Top Reasons for Facebook Failure: MARKETINGSymptom: Few fans – no fan growthNo investment in Facebook advertisingNo integration with offline comms and marketingNo marketing via email newsletters, website etc
  25. 25. Becoming a Content PublisherYou need an Editorial Calendar – Plan and source your posts• Yearly breakdown of activity – events and campaigns etc• Weekly list of links and short term posts + spontaneous content
  26. 26. Growing FB Engagement# 1 Start by stopping - Avoid:• Declarative status updates• Text-only status updates• Repetitive topics
  27. 27. Successful Engagement is About:• Relevant and timely• Emotional appeal• Crowdsourcing – Ask questions, polls and survey• Replies to posts• Sharing Content• Creating momentum (Campaigns!)
  28. 28. The Problem?
  29. 29. Traffic Building• Advertise: Facebook Advertising / Sponsored Stories• Integration with Comms Material• Better Posting and overall experience
  30. 30. Promoting Your Business with AdsStep 1: Identify Your GoalsDefine what you want to promote and the goals you want to achievee.g. building awareness, driving sales or growing fans.Step 2: Target the Right PeopleSelect criteria for the people you want to reach based on the interestsof your audience not what they might be looking to buy.• Target by Location, Language, Education, and Work• Age, Gender, Birthday, and Relationship Status• Likes & Interests• Friends of Connections• Connections
  31. 31. Step 3: Design an Engaging AdCreate versions of your ads with differentimages and text to find out whichperforms the best.• Include key information in the title• Provide a call-to-action• Use an eye-catching and relevant image• Target different audiences
  32. 32. Step 4: Manage Your Budget• Determine if you want to pay on CPC or CPM basis• Set a bid within or above the suggested range• Set your daily budgetStep 5: Review and Improve• After you launch your campaign edit and optimise your ads based on the data provided such as impressions and clicks• View specific time periods to see how your ads have changed over time.• Remember to refresh your ad text and image if they have been running for a considerable amount of time.
  33. 33. Traffic Building Integration with Comms Material• Offline marketing: Include Social Media Icons on your marketing - Billboard ads, posters, and brochures• Website: High visibility of social icons on the website• Email Info: include your FB Page URL and Twitter address• FB URL – need to have this!
  34. 34. Traffic BuildingIntegrating with PR: Carry the PR story onto Facebook. You are the publisher and so are your friends!Social Media PR: Source Pages where conversations happening about consumer issues. BBCNI and Belfast Telegraph FB sitesDigital Integration: Integration with Email marketing and Online PR
  35. 35. Facebook Insights
  36. 36. Facebook MetricsMain metrics I would focus on are:• ‘People are talking about this’• Liking your Page• Liking, commenting on or sharing on one of your Page posts• Answering a question you have posted• Tagged your page in a posts or status updateRemember ………• Need to give it time and test performance• EdgeRank Rules!: What is Edgerank?
  37. 37. Facebook EdgeRankEdgeRank is an algorithm that ranks objects in theFacebook News Feed. Pages with high EdgeRank Scores will bemore likely to show up in the news feed than Pages withlow EdgeRank Scores!• Affinity: dependent on a users relationship with an object in the news feed e.g. likes and comments.• Weight is determined by the type of object, such as a photo/video/link/etc.• Time Decay, as an object gets older, the lower the value.
  38. 38. Improving EdgeRankPages with a high EdgeRank are more likely to show in your “Top News” stream. Users with a low EdgeRank may not even show in your “Most Recent” news feed.Some tips to increase your Edgerank:• Publish Objects That Encourage Interaction• Make the Most of Photos and Videos• Share Links• Keep It Fresh• Ask Users to Share
  39. 39. Recap….• Need to create lot more activity around your campaigns – leverage very strong public awareness campaigns• It’s about the experience – talking to the community, engage, encourage them to share.
  40. 40. ExerciseLogin to FacebookReview Charity Water TimelineNote the main characteristics of theTimeline?Discuss how it compares to thestrengths and weaknesses of yourown Timeline
  41. 41. What do you think of ?
  42. 42. Is…The World’s Largest Professional NetworkIt could be your most important social mediachannel!An opportunity to create a dynamic, highlyvisible online profile…….. + more
  43. 43. What can I do on …. • Gain Connections with other professionals • Research and generate leads • Status Updates • Gain and show recommendations • Gain Introductions • Source and join groups • Recruit
  44. 44. Why do I need to be on ……. ?
  45. 45. ?
  46. 46. Facts and Figures
  48. 48. Not just another social media site……..
  49. 49. Credits: Amodiovalerio Verde
  50. 50. Tour
  51. 51. Linked In: Top TipsAdd to Your ProfileStart to grow your network – connectionsLink up with the real worldDon’t sell on Linked InUse search
  52. 52. Twitter in Practice
  53. 53. How does it work?Twitter lets you write and read messages of up to140 characters, or the very length of this sentence,including all punctuation and spaces.The messages (also known as tweets) are public,and you decide which accounts you want to receivemessages from
  54. 54. Example of Tweets.
  55. 55. Post tweetsPeople like tips, links to interesting stories andblogposts (they don’t have to be about yourOrganisation)People like the human touch and will appreciateposts with your thoughts and experiences more thanyou think.
  56. 56. Key terms…To follow somebody is to subscribe to their messagesA tweet is an individual messageA DM or direct message is a private message on TwitterRT or retweet is to repost a valuable message fromsomebody else on Twitter and give them creditTrending topics are the most-discussed terms on Twitter atany given moment.. E.g ‘Flu’hashtag—the # symbol followed by a term andincluded in tweets e.g #fluvaccine
  57. 57. Twitter Terms in Detail………
  58. 58. What is following?Following someone on Twittermeans:you are subscribing to their Tweetsas a Follower their updates willappear in your timelinethat person has permission to sendyou private Tweets, called directmessages
  59. 59. If you follow @sprsquish, What is following?youll get their updates on your Examplehomepage when you log in, as shownbelow.Your follower/following statistics are alsolisted on your home page.
  60. 60. Search for followers:schools, businesses, politicians andcommunity groups!
  61. 61. RetweetingIf someone tweets something that interests you and you feel itwould interest your readers, you retweet it for your readers.Essentially, you are forwarding the original tweet to yourfollowers – It’s like forwarding an email to your email database.Retweets can be used to promoterelevent news and views fromYou also want your Tweets to be retweetedby other people including politicians, locals,Businesses, media etc
  62. 62. DM (D): It stands for Direct Message. This islike email and only you can see your DMs. Asopposed to replies and regular tweets, DMsare private.This feature is used if you want to writesomething privately to someone, but moreimportantly, if you are writing something thatyour followers will not find interesting.
  63. 63. Hashtag (#): The # symbol, called a hashtag,is used to mark keywords or topics in a Tweet.Hashtags: helping you find interesting TweetsPeople use the hashtag symbol # before relevantkeywords in their Tweet to categorize those Tweets toshow more easily in Twitter Search.Clicking on a hashtagged word in any message shows youall other Tweets in that category - #WaterChargeWatch
  64. 64. Reply (@): Twitter has a uniquereplying feature. Whenever aperson’s name is preceded by a@ symbol, that means that thesentence (tweet) that follows isdirected at them. So if you wantto reply to someone, simplytype @ and then their name,then type the reply.
  65. 65. URL Shorteners:When linking you may need to shortenlinks.Why: Twitter only allows you 140characters, so long links are an issueURL Shorter –Bitly – shorten link and addto the tweet.
  66. 66. How Consumers and Organisations Use Twitter
  67. 67. Source: Econsultancy Report: Twitter for Business, 2011.
  68. 68. Twitter Best Practice…..
  69. 69. Twitter: Top TipsListening: Use tools to listen to relevant tweets. Followthe conversations – map people and their issues + Scanlocal / sectoral media for relevant storiesAudience mapping: map out target people and groups.Eg. Community groups, MLAs + journalistsTwitter For Crowdsourcing:Canvass opinion, ask questions and gain feedback etcPR and Media Relations: Need to build relationship withJournalists on Twitter
  70. 70. Twitter: Top TipsThink Like a News Editor!Source stories from:1. Other part of the business / organisation2. Sectoral Media3. Top News Publishers (Guardian, Bel Tele etc)4. Twitter and Facebook and You Tube+ You need a content strategy!
  71. 71. Twitter: Top TipsShowcasing PR mentions – promote coverage in @BelTeletcIntegrate with real world: Tweet at live events E.g Stormontevents – ‘good point by ??MLA on water charges’.
  72. 72. Twitter: Top TipsPromote Twitter handle!:Make visible on the website! Integrate withother marketing and communications
  73. 73. StyleBe Interesting! Create and tweet about things that areinterestingReTweeting: Retweet valuable and interesting stories –but not too much!Personalisation: Who is Tweeting – have staff names onCC profile
  74. 74. Monitoring – Social Media success is about promoting the org,being useful and interesting, holding together acommunity…………… not about tools and technology!
  75. 75. MetricsKeep It Simple !Number of followers?RetweetsNumber of replies or engagements
  76. 76. Managementand Resources
  77. 77. How Does TheInternet and SocialMedia Change YourOrganisation – Start The Conversation!
  78. 78. Q. What is the role of Social Media withinyour business or organisation?Q. What are the attitudes towards it?Q. What are the challenges you face
  79. 79. Social Media Budgeting and Resourcing69% of companies are planning to increase budgets for off-site socialmedia, including Facebook and Twitter.The number of organisations without any dedicated social mediapersonnel in place has dropped from 29% in 2010 to 25% in 2011.Social media is typically owned by the marketing department,according to 70% of organisations. Just under a quarter of respondents(23%) report that a mixture of departments own social media. [Source:]
  80. 80. Social Media BarriersSome 40% of companies have implemented training and governancemodels related to social media, while 60% have not.The biggest barrier to effective social media engagement is the lack ofresources, cited as a significant issue by more half of companies (52%)surveyed. The next biggest issue is the lack of budget, which is cited by30% of companies. [Source:]
  81. 81. Social Media BarriersIn some cases, social media activity has failed to meet expectations orhas been discontinued……..When asked to describe the value their organisations have got fromsocial media investments, almost half of companies (47%) say‘the jury is still out’specifically because they have not been able to measure results.
  82. 82. Attitude of Senior Management
  83. 83. Online ReputationManagement
  84. 84. Social Media Policy
  85. 85. “Let’s hurry home and follow theearthquake news. And don’t forgetto order your favourite KFC menu”.
  86. 86. Consumer Policy“Our policy explains our rules and guidelines for interactingon our social media channels including ourFacebook Page and Twitter,……..”Removal of posts and profiles.“We believe that our social media sites should be open andtolerant forums which are free from content and commentsthat are likely to cause offence and harm to other people.
  87. 87. The Council will remove from its socialsites the following content and comments Consumerwhich are or we believe to be: PolicyOffensive, bullying, threatening in natureSectarian, racist or sexistLibellous or defamatoryAttack, intimidate or threaten councilemployersAttack, intimidate or threaten other usersand individualsOff-topic or irrelevantDisruptive
  88. 88. Social MediaGuidelines and responsibilities Guide for StaffResponsibilities: employees are responsible forcontent they post onlineBe professional:Best to participate in the same way as you wouldwith other media or public forums.Tone of voice:Always adopt a professional tone and be polite andcourteous to people online – even when youencounter instances of difficult individuals whohave posted negative commentsSometimes you will encounter people who arerude or annoying, but remember not to engage inpublic disagreements.
  89. 89. Social MediaGuidelines and responsibilities Guide for StaffMonitoring:Who should monitor? Social media manager +employees with responsibility for Facebook PostingHow often?Responding to Comments:Review comments and select ones that requireresponses.• Questions about Council Services e.g refuse collection• Feedback on Council services, events etc (Feedbackcan be positive or negative)Remember we don’t need to respond to all comments!
  90. 90. Social MediaGuidelines and responsibilities Guide for StaffConsumer Guidelines:Refer to social media policy for consumers using ourFacebook Page.People cannot post offensive material on our channelsor breach any of our rules - remove the post, threadetc or even bar the userIn the case of a persistent offender, please refer theissue to the social media mentor for advice on blockingcomments from the user.However it not advisable to take a very strict policy tothe removal of posts – need two-way conversation.
  91. 91. Integration
  92. 92. The Challenges of the ‘Always On’Multi-Channel Marketing Function?
  93. 93. Metrics
  94. 94. Connect on: me: @paulmcgarrityVisit the website: www.OctaveOC.comWhy not join our email newsletter list?
  95. 95. What to download the workshop onSlideShare?