Delivered to the Smartwayforward Conference at Leicester Tigers on 7th March 2013

1. How to use Social Media effectively for business
Ian Wakefield
Sport Nottinghamshire
TWITTER: @SMARTWayForward
Use the Hashtag: #SMARTConference
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2. Overview of the Presentation
1. Planning
2. Segmentation
3. Digital Trends
4. Social Media Landscape
5. Social Media Demographics
6. Social Media Trends
7. Effective use of Social Media
8. Twitter
9. Facebook
10. YouTube
11. Flickr
12. Linkedin
13. Questions

3. Planning Marketing & Comms

4. Market Segmentation
Why do we segment the Market?
 Tells us who our potential customers are
 Tells us what they might like
 Helps us understand barriers
 Allows us to target more effectively
Where did the information come from?
 Sport England & Experian
 Taking Part & Active People Surveys
 Demographics from established sources
 Further info from Experian Databases
Always fish where “your” fish are.

5. Market Segmentation
 19 Segments
 Circle Size =Population %
 Segment Supergroups A-D
 Horizontal Line shows Average 21%
 Decrease in activity with age
 Also shows impact of Gender
 & Impact of Social Deprivation

6. Market Segmentation
% % %
Segment Name Forename (s) Population Male Female In million
A01 Competitive Male Urbanites Ben 6.4 13.3 0 2,521
A02 Sports Team Drinkers Jamie 5.4 11.1 0 2,127
A03 Fitness Class Friends Chloe 6.9 0 13.4 2,717
A04 Supportive Singles Leanne 4.7 0 9.1 1,851
B05 Career Focussed Females Helena 5 0 9.7 1,969
B06 Settling Down Males Tim 9.4 19.3 0 3,702
B07 Stay at Home Mums Alison 4.6 0 8.9 1,812
B08 Middle England Mums Jackie 4 0 7.7 1,575
B09 Pub League Team Mates Kev 5.8 12 0 2,284
B10 Stretched Single Mums Paula 3.8 0 7.4 1,497
C11 Comfortable Mid-Life Males Philip 7.8 16 0 3,072
C12 Empty Nest Career Ladies Elaine 5.3 0 10.2 2,087
C13 Early Retirement Couples Roger & Joy 6.2 6.2 6.3 2,442
C14 Older Working Women Brenda 4 0 7.6 1,575
C15 Local ‘Old Boys’ Terry 3.4 7 0 1,339
C16 Later Life Ladies Norma 2 0 3.6 788
D17 Comfortable Retired Couples Ralph & Phyllis 3.7 5 2.4 1,457
D18 Twilight Year Gents Frank 3.5 7.1 0 1,378
D19 Retirement Home Singles Elsie & Arnold 8.3 2.5 13.8 3,269

7. Digital Trends

8. What makes great online content?

9. Which digital media gives best ROI?

10. Social Media – The Landscape
Source: UK Social Media Survey 2011 CIPR

11. Social Media Demographics

12. Social Media Demographics
 Only 25% of Twitter users follow a brand compared to
40% of Facebook users.
 On both sites around a third of users are logging in on
mobile devices. Brands should ensure their websites and
campaigns are smartphone-optimised so if their followers
do happen to visit while they are social networking they
are not disappointed with the outcome.
 If you want to get feedback from your customers, use
Twitter. Those on Facebook tend to be voyeurs, with only
one in ten updating their status every day, but one in two
are updating daily on Twitter.
 If you’re rich, you’re more likely to Twitch (sorry). More
users on Twitter have annual incomes above (£46,387) -
but only slightly.

13. Social Media Trends
60
Marcomms Roles in CSP's 2012
50
50
40
30
19
20 17
14
10
0
Full-time 3-4 days 1-2 days No

14. Social Media Trends
45
40
Do you use Facebook?
40
35
30
30
25
2010
20 19 2011
2012
15
12
10 9
8 8
7
5
5 3 3
2
1
0 0
0
Yes Not often Hindered Considering No

15. Social Media Trends
50
45 Do you use Twitter?
45
40
37
35
30
2010
25 2011
19 2012
20
15 13
10
7
5 5
5 4
3 3 3
2
1
0 0
0
Yes Not often Hindered Considering No

16. Social Media Trends
35
32 Is Twitter Valuable
30
25
20
2010
2011
15
12 12 2012
10
10 9
7
5
5
3 3 3 3
2 2
1 1
0
Valuable Building Occasional Too Early No

17. Social Media Trends
50
Do you upload video's to Youtube?
45 43
40 37
35
30 27
2010
25
2011
20 18 2012
15 12
10
4 4
5 2
0
0
Yes Not sure No

18. Social Media Trends
100
Summary 91
88
90
78
80 75
70 67
60
60 55
2010
50
40 2011
40 36 2012
30
20
10
0
Facebook Twitter YouTube

19. Why use Social Media?

20. How to use Social Media - Website
Have one (Free)
Easy to find
Easy to Navigate
Looks Inspiring
Encourages Interaction
Easy to Contact
Recognisable Branding
Informative
Up to date
Analytics
Google Alerts

21. Branding - Colour Match
PowerPoint's
Newsletters
Social Media Platforms
Emails
Graphs
Surveys
Colorcombos.com (Hex Codes)
http://www.colorcombos.com/index.html
Easycalculation.com (RGB Codes)
http://easycalculation.com/color-coder.php

22. Google Analytics
Understand your website
Who is visiting?
For how long?
How do they find you?
Search terms/words
Desktop/Laptop/Mobile
Who refers for you
What are the trends?
Google Ads

23. Google Analytics - Referrals
Understand your website
Social Media Top
Partners
Google

24. Twitter Peak time Weekends
Brand your page
Tweet regularly
Use apps like Tweetdeck
Interact with Tweeps
Follow the right Tweeps
Be Gracious
Be interesting
Use Links/Pictures
Twilerts
Listorious
Integrate to website
Competitions
34 Million Accounts UK
Header Settings

25. Twitter
Branding your page
 Background
 Colour Branding
 Header (Profile)
 Icon
 Description
 Twitter ID
 Spam Messages 

26. Facebook
Use branding
Multiple Admin
Integrate with website
People like People
Use Pictures
Videos/You Tube
Encourage Shares
Post links to website
Be interesting
BE SOCIABLE
Don’t overdo it
£32 million users UK

27. Facebook
 Post Engaging Content
 Colour Match
 Tag People
 Be regular
 Share with Friends
 Time your posts
 Competitions for Shares

28. Facebook insights
Understand the performance of your page
Learn which content resonates with your audience
 Optimise your posts

29. YouTube
Use branding
Film your events
Film your training
Tag them well
Easy to edit
Create a channel
Integrate with website
Other Social Media links

30. Flickr
Buy a Digital Camera
Photo’s of:
Coaches
Training
Venues
Competitions
Social events
Tag your photo’s
Be aware of Safeguarding
Use on Website
Use on Social Media

31. Flickr
Use Sets
Back Link to your website
Use Tags
Stream Sets to your website
Easy for multiple pics
Auto update for gallery
Encourages shares

32. Linkedin
Great for Networking
bringing together
professionals
Great for
debate/discussion
Great for Jobs
11 million users in UK

33. Social Media – Do’s & Don'ts
 Content is King
 Don’t tell secrets
 Protect your privacy
 Don’t Insult or Stalk
 Be honest
 Do Tag, Link, Like & Mention
 Respect Copyright Laws
 Disclaimers
 Be first to admit to mistakes
 Don’t follow or friend children
 Monitor posts & photos & act
 Don’t Spam or Swear

34. Recap on Social Media
1. Have a Plan
2. Know your niche
3. Be yourself
4. Engage people
5. Link up
6. Be customer friendly
7. Think before you post
8. Time to perfection
9. Be consistent/regular
10. Get organised
11. Be responsible

35. Thank you for listening
Any questions?
Contact Ian Wakefield on Twitter : @iandwakefield or Linkedin
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