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Social Media do's and don'ts Southwater Business Show
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Social Media do's and don'ts Southwater Business Show

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Presentation on the do's and don'ts of Social Media for Business given at the Southwater Business Show on 18th September 2011 by Pete Waller Digital Marketing Consultant from WSI4BusinessSuccess.

Presentation on the do's and don'ts of Social Media for Business given at the Southwater Business Show on 18th September 2011 by Pete Waller Digital Marketing Consultant from WSI4BusinessSuccess.

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  • Lead generation, Brand awareness and customer communication are key foundations to digital marketing. Put another way, it covers creation more leads, converting leads to sales and greater customer retention. Prioritisation of these key factors is fundamental and must align to the business goals and values.
  • A number of strategies that are key for each marketing goal. Paid search is great for generating immediate on-line traffic for any business with a web presence.
  • Key questions to ask of yourself as a business. How much time, effort and money do I want to invest, or should I invest, in Social Media.All businesses are different. They may have different products and services and location, different values and goals. All these will have a bearing on how effective Social Media is for that business.
  • Show of hands of people who had a personal website 5 – 10 years ago. Show of hands of people who had a blog 3-5 years ago. Show of hands of people who have a Twitter, Facebook, or Wordpress-like blog today?
  • Without web presence and investing in ways to be found, is like having a great piece of ArtHanging on a tree in a dense forest. You need roads, paths and signs to tell people it is there.
  • A cyclical approach to tailoring content to be more and more relevant for your customers. You create the content and publish it. It gets indexed by the search engines. If relevant, it will be found through search and social. It will be commented on.....and shared. Listen and engage in the conversation and be prepared to tailor your content, product and services for your customers and consumers......give them what they want, not what you think they need!
  • Benefits come in the form of greater search discoverability for your products, services and brand through search engines. You will get greater social discoverability, with more on-line word of mouth referrals. This has a positive impact on your reputation on line......so it is important to engage in the conversation.
  • Who consults reviews before buying on-line? How many of your searches on-line are for products / services that can be found locally?
  • Time, Content, Planning, Tracking, Reviews, Responding, Regular updates, engagement
  • Though these figures were produced at the end of last year, the intent is clear. More and more is being spent on social media advertising and this will increase significantly as companies understand how to use social media more effectively.
  • In many of the Social Media platforms some or all these components will be involved. It is very important to understand some true fundamentals....many of which are basic common sense.
  • Social Media Marketing goals for business should include being:AuthenticStrategicEngagingAnd showing you as an expert in your field.Have an opinion.
  • The first two questions are rhetorical. The answers are specific for each business as they are all different. Different factors come into play, such as budget, time and business values and goals.I would recommend that any new business or anyone thinking of starting a business, gives serious consideration in getting digital marketing expert advice very early in their business venture. This will in the long run save them time, effort and money. It will give them greater brand awareness, a better ROI on their marketing spend and also has the potential to highlight new revenue streams.

Social Media do's and don'ts Southwater Business Show Social Media do's and don'ts Southwater Business Show Presentation Transcript

  • 1
    Social Media for Business
    Stall D4
    18th Sep 2011
    WSI4BusinessSuccess : Pete Waller
  • DM Core Foundations
  • DM Core Foundations
  • Key Questions : Social Media for Businesses
    Why would small businesses invest time, effort and money in social media?
    When is the best time for your business to engage in social media?
    What are the do’s and don’t when using social media as a business vehicle?
  • Introduction toThe Digital Presence Revolution
    What It Is, Why It’s Important, & How To Take Control of It
    5
  • 6
  • 1.0
    1.0+
    2.0
    2.0+
    Social Networks
    Micro
    Blogging
    Websites
    Blogs
    Usage
    Few skilled web
    developers
    (html)
    Semi-skilled consumers
    (no html)
    Anyone with friends
    Anyone who can type 140 characters
    Friction
    Private, real-time
    conversations
    Static, one-way
    Dynamic, two-way
    Frictionless broadcasting
    Publishing goes up exponentially as friction goes down!
    Publishing Revolution
  • Why Is It Important?
    Businesses Have:
    static website & one way to be found
    They Need: fresh Web Presence & many ways to be found
    Your sites Local Directories Social Media Content Sites
    More Quality Content Published in More Places = More Customers
  • Content created by You…
    Sites & Pages
    Directory listings
    Real-time updates
    Photos
    Videos
    $
    Offers
    Products
    Comments
    Thanks
    Replies
    Thanks
    Content created by others!!
    SHARE
    www
    WoM
    Links
    Reviews
    Referrals
    Shares & Likes
    Comments
    What is Quality Content?
  • Quality Content Drives Web Presence
  • What are the Benefits?
  • Consumers are online
    12
  • Is Social Media a fad?
    13
    Socialnomics
  • repeat
    social marketing
    SIGN-UP/CLAIM YOUR PAGES
    passwords
    passwords
    tools
    repeat
    POST NEW UPDATES
    time
    Create
    Content
    fans
    repeat
    SEO
    repeat
    research
    repeat
    time
    repeat
    directories
    MONITOR & RESPOND
    reviews
    SEO
    LOAD YOUR
    CONTENT
    repeat
    analytics
    repeat
    KEEP TRACK OF IT ALL
    tools
    repeat
    leads
    followers
    reputation management
    I need to run my business
    What are the Challenges?
  • 15
    So Why might you need a Social Presence?
    Affordable Marketing
    There’s no need for a large budget to conduct social media marketing
    Viral Nature
    Users can easily share your messages with their friends andcontacts with a click of a button
    Enhances Brand
    Through social media you can build and enhance your online reputation (brand reputation management)
    Builds Credibility
    User generated endorsements are more credible than traditional advertising
    Increases Traffic
    A well-planned social media strategy will drive more traffic (and potential clients) to your website
    Engages Customers
    Connect with your customers and respond to their feedback in real-time
  • Why UK Companies Use Social Media
    16
  • 17
    Why People Follow Companies on Social Networks
  • UK Ad Spending on Social
    18
  • 19
    Tips before you begin..
    We always recommend (if you have employees):
    You have a social media policy in place
    You identify staff to train up and act as leaders (if appropriate)
    You Document your training and turn it into your own Standard Operating Procedures (SOPs)
    You Register your brand and trade marks if you haven’t already?
    As part of the implementation..
    Define your social presence ‘look and feel’
    Create Company Branded Templates…
  • 20
    Social Networks
  • 21
    Social Networks
  • Popular Social Technologies
    • Blogs
    • Facebook
    • YouTube
    • Twitter
    • LinkedIn
    22
    • New Kid
  • 3 Reasons to Embrace Social Media
    23
    Social media is an important SEO tool where links from social media are an increasingly important element in your site's search position. Since 80% of consumer purchases start with search, this reason alone is a good argument for embracing social media.
    Your customers expect you to be social. There are over 30 million Facebook member in UK of which half log in every day to the social network for an average of 22 minutes.
    3. Social media provides important marketing data and consumer feedback. You don't need surveys to find out what your prospects are thinking as your customers are telling you this now in social media. But you have to listen.
  • Social Media Do’s and Don’ts
    24
    Profile Creation
    Community Building
    Video and Image Sharing
    Status Updates & Messaging
    Blog Posts & Comments
    Privacy & Confidentiality
  • Profile Creation
    25
    DO’S
    • Use your company name or your company domain name in your profile name
    • Provide a company biography on your profile and list your industry or service expertise
    • Have a company logo or professional photo for your profile picture and use a consistent picture across the social portals
    • Use a branded profile design where possible
  • Profile Creation
    26
    DONT’S
    • Use multiple names across your portals
    • Use your personal contact details as this looks very unprofessional. Use your company branded contact details
    • Use the same profile for personal and business use. Keep them separate
    • Detail your personal hobbies and religious or political beliefs on your company profiles
  • Community Building
    27
    DO’S
    • Build your community with your business contacts (ie: business associates, past & current colleagues, partners & customers).
    • Follow or add business contacts to your community that choose to connect with you
    • Ensue you are engaging yourself in other people’s social networks
    • Email your customer database and encourage them to follow or add you on the social portals
  • Community Building
    28
    DONT’S
    • Mix your personal contacts (friends, family) with your business contacts. Keep a separate profile for personal use
    • Neglect to manage your followers. Block those that are not business appropriate.
    • Assume people will find you. Actively search for social network users relevant to your company
    • Forget to include the social icons and “follow me” links in all your marketing materials
  • Video & Image Sharing
    29
    DONT’S
    DO’S
    • Do share any appropriate business related videos, and / or images on your company site and blog
    • Upload any inappropriate pictures to your gallery or photo albums
    • Try to optimise any videos you upload with relevant keywords (title tags, video descriptions, etc.)
    • Create any company videos without a standard company branded title and end slide.
  • Status Updates & Messages
    30
    DO’S
    • Write your posts in first person and be as transparent and honest as possible
    • Ensure your posts are engaging and entice a conversation
    • Ensure your messages are relevant to your audience and followers
    • Ask questions and solicit feedback from your audience
  • Status Updates & Messages
    31
    DONT’S
    • Hard sell on the social portals. Use social media to share your experiences
    • Post any messages that are unprofessional or do not provide value to your audience
    • Post messages at a frequency that would be considered SPAM
    • Post anything about customers, colleagues, etc, that you would not want them to see
  • Blog Posts & Comments
    32
    DO’S
    • Be respectful of your audience and ensure any humour-based messages do not come across as critical or annoying
    • Ensure that all content associated with you is consistent with your work and with you company’s values and professional standards
    • Provoke meaningful conversation in a professional, non-criticising manner
    • Have a monitoring process in place for comments on your blogs
    • Write what you know and post about your areas of expertise
    • Respond to all comments in an appropriate and professional manner
  • Blog Posts & Comments
    33
    DO’S (continued)
    • Be polite and respectful when posting comments on other people’s blog posts
    • Create a content plan for your blog and ensure consistent frequency in your blog posts
    • Share content that’s open-ended and invites response and encourages comments
    • Use a tracking system for all links (ie: bit.ly.com)
  • Blog Posts & Comments
    34
    DONT’S
    • Allow content written by others (ie: staff members, copywriters, etc,) to be published to your social portal without your thorough review
    • Over moderate your comments. Allow for both positive and constructive comments to be posted
    • Start a conversation without being ready to respond and contribute to comments
    • Take your company brand for granted. Acknowledge that it’s your privilege to be promoting your company brand across the social networks
    • Publish critising posts unless done so in a constructive manner
  • Blog Posts & Comments
    35
    DONT’S (continued)
    • Use overly pedantic or “composed” language that sounds unnatural. Talk to your readers like you would talk to real people in a professional situation
    • Create a blog post without considering search optimisation techniques (ie; use keyword rich content, titles and descriptions)
    • Lose focus on the topic you are writing about
    • Deceive your audience. All link descriptions should be relevant to the destination of the link
  • Privacy and Confidentiality
    36
    DO’S
    • Follow your company’s standard privacy and confidential guideline
    • Respect brand, trademark, copyright, fair use, trade secrets (incl. Process and methodologies), confidentiality, and financial disclosure laws
    • Be smart about protecting yourself, your privacy, and your company’s proprietary and confidential information. Ultimately what you publish is widely accessible and will be online for a long time
    • Use your company name or your company domain name in your profile name
  • Privacy and Confidentiality
    37
    DONT’S
    • Publish or report on conversations that are meant to be private or internal to your company without prior permission
    • Post anything that makes you the slightest bit uncomfortable. Pause, take a moment to review and discuss with a PR advisor if necessary
    • Publish or share any customer specific information (testimonials, quotes, case studies, etc.) without their prior permission
    • Write any disparaging remarks about the competition and ensure you know what you are talking about
  • Business Goals
    Social Media Marketing (as with all marketing):
    Be Authentic
    Be strategic
    Be engaging
    Be an expert
    One of the easiest ways is to have opinions on other people opinions!
    38
  • Have the Key Questions been answered
    Why would small businesses invest time, effort and money in social media?
    When is the best time for your business to engage in social media?
    What are the do’s and don’t when using social media as a business vehicle?
  • Social Media Strategy Guide
    40
    Social Media Policy
    Social Media Do’s and Don’ts
    Social Media and PR
    On-line Reputation Management
    Measuring Social
    Integrated on-line Strategy
    Visit WSI4BusinessSuccess on Stall D4
  • 41
    Social Media for Business
    Questions
    WSI4BusinessSuccess : Pete Waller
  • 42
    Social Media for Business
    Thank you
    Visit us at D4 for Free WebscanTM
    Mobile: 07794 461987
    WSI4BusinessSuccess : Pete Waller