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CIM social media kendal jan 11

CIM social media kendal jan 11



Presentation by Andrew Armitage to Cumbria Branch CIM

Presentation by Andrew Armitage to Cumbria Branch CIM



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  • Only 21% ‘active’ users73% of users with less than 10 tweets (December 2010)
  • Good content drives conversationMake money / save money
  • The ROI on SM is your business being here in 5 years
  • Success may not be a goal but progress over time.
  • Marathon not a sprint

CIM social media kendal jan 11 CIM social media kendal jan 11 Presentation Transcript

  • Getting the most out ofsocial media
    Andrew Armitage
    Armitage Online Limited
    Kendal College
    26th January 2011
  • Andrew Armitage
    Armitage Online Limited
    Digital consultancy
    Website design
    Web applications
    Online marketing
    Social media
    Clients include
    Zeffirellis Ambleside
    Windermere Lake Cruises
    Various hotels
  • Getting the most out of social media
    Do we know what social media is?
    Why social media?
    What do we want to get out of social media?
    How can we achieve ‘it’?
    How will we know when we’ve achieved it?
    The answers may not be clear cut – and will almost certainly be different for everyone in the room.
  • What are social networks?
    Multi-media sharing
    Comment platforms
  • Any place that real people are engaging online
  • The impacts of social media
    Fundamental shift in online communication
    All major sites now have a social influence
    Social networks and blogs now account for 20 per cent of the total time spent online.
  • Is it all good news?
    • Roughly 1% of users are responsible for 34% of all visits on Linked In
    41% of users haven’t tweeted since signing up
    Only 20% of Twitter users have tweeted 10 times or more
    24% of twitter users have no followers
    Only 1.5m local business pages on Facebook
    Major privacy concerns on Facebook
  • The social media landscape
    41.6m visits
    over 40m reviews
    6m photos uploaded
    Linked In
    Roughly 1% of users are responsible for 34% of all visits!
    62% are passers-by and responsible for 18% of visits
  • “Companiescan now communicate with their markets directly. If they blow it, it could be their last chance”
  • “Consumers can now influence the marketdirectly. If companiesblow it, they may never get their chance”
  • “we don’t have a choice whether we do social media, the question is how well we do it”
    Erik Qualman
  • Twitter
    140 characters to share your message (tweet)
    People follow each other
    Use ‘#hashtags’ tags to categorise your posts or emotion
    Re-tweet (RT) to share posts you like and support your peers
    Informal conversation
  • Facebook
    Join networks organised by city/workplace/school
    Engage with interest groups
    Set up a business page or pay per click advertising
    Add ‘social connectors’ to your website
    Most effective for B2C businesses
    Can business audiences even get to Facebook?
    The “noticeboard”
  • Linked In
    Business oriented
    Join groups and engage in discussion with peers
    Link to your blog and twitter feed
    Add presentations about your company
    My CV
  • Slideshare
    upload presentations
    add to your linked in profile
    easy to upload and share content in word, powerpoint, pdf and more
    add pre-recorded audio – slide casting
  • Rules of participation
    Participate in conversation
    Make new connections
    Help people
    Listen to your audience
    Don’t block the competition!
    Gently ‘feed’ your other online spaces
  • Rules of engagement
    Users aren’t necessarily engaged
    Allow customers and followers to engage in their own time
    Review individual behaviour and respond accordingly
    Don’t get too bogged down with broad metrics
    Engagement could be more valuable than conversion
  • What should I say?
    Reference interesting statistics
    Share your followers posts
    Link to your other online profiles
    Occasional special offers
    Add value to your followers
    Don’t bore people – say something remarkable!
    Develop a content strategy
  • What about the impact of mobile?
  • What about the impact of mobile?
    50% of the mobile Internet traffic in the UK is for Facebook
    Social apps
    Location based services with GPS positioning
    The ability to quickly upload photos and links
    The ability to share anything instantly
  • Location based services
  • What social media is not!
    A sales pitch
    Search engine optimisation
    …but it does support the above
  • What goes online stays online!
    Messages should be consistent
    Always be transparent
    The professional/personal divide
    Dissatisfied customers now have a very public voice
    It’s now more expensive to remove content than create it
  • Be ‘on brand’
    Support your brand in all you say/do
    Use corporate and personal accounts
    Add value to your followers
    Who will be ‘the voice’?
  • Setting your strategy
    Driving traffic alone is not effective lead generation
    Define a success metric
    • visits
    • followers
    • number of conversations about you
    • new leads
    Go where your audience is
    Use tools that are relevant for that audience
  • Social media barriers
    High risk
    Bad press
    Not saying the right things
    Not enough time
    There’s a risk to take by not engaging
    People can still say bad things about you
    Is saying nothing the right answer?
    Speculate to accumulate
  • Managing the commitment to social media
  • Making the most of Twitter
    Join in conversations
    Offer your opinions
    RT tweets by leading industry thinkers
    Acknowledge the value offered by others
    Context and content is vital
    Use #hashtags to link to your subject
    Set searches for your subject area
  • Making the most of Facebook
    Secure your custom URL eg. facebook.com/armitageonline
    Customise your profile page
    Add some glue!
    Encourage participation and sharing
    Don’t make unreasonable demands on people’s downtime
    Add a ‘Like’ button to your website
  • Tools of the trade
    Make use of a social media ‘client’
    Add all your profiles
    Update from a single place
    Check and update regularly
    Google Analytics
    Raven Tools
  • Measuring your success
    Google analytics
    Number of ‘likes’, ‘views’ and ‘followers’
    Social media ‘sentiment’ tracking
    Direct campaign analysis
  • “social media is visible to everyone. A small mistake can soon go ‘viral’ causing huge damage to your brand”
  • “Don’t forget about your website”
  • Your own website
    Make sure the content is up to date
    Use landing pages – how strong is the funnel?
    Do the links work?
    Does it support your digital strategy?
    Is your website optimised for the search engines
    Your website will be the ultimate authority on your business
  • Getting started
    and for those looking for more information…
  • Summary
    Linked In for business discussion
    Twitter for customer/peer engagement and conversation
    Facebook is the notice board
    Use these to feed other channels such as
    Your website
    Online video
    Email signups
    Blog posts
  • What we now know
    Social media affects us all whether we like it or not
    Social media has unrivalled power and reach
    We should have some ideas of why we want to use social media and therefore some idea of what we want to achieve
    We know this is a marathon, not a sprint
    Find your audience, and engage with them.
  • “Don’t miss out on the conversation…
    …even if you just mostly listen in”
  • Where to follow me…
    @aarmitage and @armitageonline on twitter
    awarmitage on facebook
    015395 61956
  • Sources and references