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Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
Social media marketing training
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Social media marketing training

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  • The business requirements for such a standalone site in order of priority are: A professional level content management system that:Is very easy to use for non-techiesIs able to manage all content on the site: all text, all images, all documents (such as PDF’s) all meta- and alt-tags; all multimedia including Flash and QuickTime movies, all 360 tours and panoramas with embedded hotspots and any other content needing to be put onto the siteHas professional / commercial level support and help available(this CMS could be the new Contensis system powering the University site or any other system that delivers our requirements: what is vital is that it delivers our needs)Online booking, availability checking and display, and ecommerce style payment processing for:Accommodation (B&B)Meeting roomsTickets (auditorium) (including non-chargeables) Menus / table bookingFull integration with Kinetics, the current system handling bookingsFull ecommerce and integration with the internal payment processing system Enquiry forms to feed directly into the Kinetix booking system without the need to re-key data and with the ability to identify these as website sourced enquiries to the CRM. Social media integration, especially:RSS feeds; at least one for the whole site if not a configurable feed for specific subsections.“Tweet this” buttons; “like” this on Facebook; Foursquare integration; Flickr photo and YouTube video integrationAn internal blog with all typical blog functionalitySupport for microformatsThe ability to add other feeds easily from the admin back office as new social media sites develop. Conference room selector tool, allowing quick search and comparison of all features of all rooms available, showing info such as:Available layoutsRoom capacityLocation of the room in the building; location of the building on campusExtra equipment availablePhotos and panoramas of the roomPrice to hire the room and room availabilityPhotos and panoramas of the room Good integration with Google maps; ability to embed a Google map on the site; GPS location finding and sat nav files Client log-in:View event bookings statusEvent managers should be able to manually add text and photos and generally update content on users homepagesRequires good integration with KineticsEnabling delegate managementContent to be automatically formatted for mobile devices when the site is viewed on a mobile device. (it is acknowledged that any content rewriting for the mobile site is an un-automatable task) integrated with an outbound email marketing system, so that: Email addresses can be quickly and easily collected from the site and directly added to the email address database Emails can be sent in the same format / style as the siteLanding pages can be quickly created for outbound email marketing campaignsThe campaigns performance can be measured all in one placeStaff only have to learn one systemIntegrated with analytics software - Google analytics by preference – and the analytics code needs to be embedded on every page automatically Export content feeds to other media such as the various video screen systems. Ability for administrators to quickly and easily add new templates to the CMS, for new page designs and edit existing templates to – for example – add a call to action at the foot of every page.  
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Our target audience increasingly use mobile phones to browse the web; therefore to ensure that they see a site optimised for their device we should take this opportunity to create a version of our site for mobile phones.This should serve the same content that is visible on the desktop version of the site, but styled for a mobile device with a stripped down interface and reduced navigation. The site should automatically detect what kind of device you are viewing on and serve up the relevant version of the site; there should also be an option to view the full, desktop version of the site readily available.
  • Transcript

    • 1. Company Confidential 2011 Best practice in social media James Robertson
    • 2. Company Confidential 2011 To give you an overview of the benefits that effective social media marketing can deliver – and its associated costs – so you can decide if it is a viable component of your marketing mix. And if is it – how to manage and deliver it successfully. Todays objectives – from me
    • 3. Company Confidential 2011 What do you need to get from today? Todays objectives – for you
    • 4. Company Confidential 2011 • Definition of social media marketing • Why use social media? • What social media should you use? • Best practice • How do you actually use Twitter? • Risks, problems and other pitfalls • How to manage a social media presence and team • Where to get further support and help Agenda
    • 5. Company Confidential 2011 Definition of social media marketing (1) • Websites and applications used for social networking • Forms of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (such as photos or videos)
    • 6. Company Confidential 2011 Definition of social media marketing (2) - or – A way to talk to your customers and stakeholders directly using the methods they prefer – and are already using - whether you are or not
    • 7. Company Confidential 2011 Why use social media? • “Because everyone else is” is not a good enough reason! • What are your business objectives that you want to achieve through using social media? • What is your definition of success? – it’s impossible to know when you’ve succeeded if you can’t define it
    • 8. Company Confidential 2011 In venuebirmingham social media gives us:
    • 9. Company Confidential 2011 In venuebirmingham social media gives us: (2) The 7th and 10th most important source of visitors to the site – which if they are combined become the 4th most important source of links! - And these are links that are not dependent on the whim of the search engines or any paid advertising
    • 10. Company Confidential 2011 Why use social media? (2) • It allows you to talk directly to your customers and get new ones • It is a way to get people to visit your site that does not rely on the search engines – who can blacklist you overnight • It has become an essential part of any online marketing mix for any site larger than a single- page “contact us” site • It affects where your site will sit in the Google search results; Google now pays a lot of attention to social signals and this will only increase
    • 11. Company Confidential 2011 Why use social media? (3) For more information see: • How much do social signals play into Google rankings? – Search Engine Watch • Social media and ranking in search results – Search Engine Land • Social media signals and SEO: how does Google rank you? - Pagemodo
    • 12. Company Confidential 2011 What social media should you use? There is a lot of social media out there • Facebook • Twitter • LinkedIn • Google Plus • Pinterest • YouTube • Flickr • And there’s only so many hours in the day! You need to decide which social media will add value for you
    • 13. Company Confidential 2011 What social media should you use? (2) You must target your efforts! • Don’t try and do everything everywhere! • Concentrate on the highest priority sites (as applicable to your target audience) – likely to be: – Facebook – Twitter – LinkedIn – Flickr – YouTube
    • 14. Company Confidential 2011 What social media should you use? (3) How do you find out what the highest priority sites are? • Ask your current customers! – this is also a wonderful way to engage with them • Steal best practice from your competitors: audit their current social media marketing policy and blatantly copy what is working well! • Ask an expert!
    • 15. Company Confidential 2011 Best practice Social media policy: the Six P’s • Be Professional • Be Polite • Don’t use Profanity • Be Pertinent • Keep Private what should be kept Private • Follow the University Policy on using computers
    • 16. Company Confidential 2011 Digital Marketing Email Marketing PPC SEO Social Media Marketing Essential basics Where social media marketing fits into digital marketing as a whole Advertising Pay Per Click Link building Brand Awareness Website Newsletters Affiliate Content Online Voice Forums Retention Keywords Conversation Blogs Promotion W3C Compliance Customer service News Portal Accessibility Complaint handling Online Ads
    • 17. Company Confidential 2011 What social media marketing should deliver Notice the subsections of the social media marketing box on the previous slide: it should definitely deliver: • Brand awareness • Online voice • Conversation • Customer service • Complaint handling • Online marketing
    • 18. Company Confidential 2011 How to use Twitter • We assume everyone already knows how to use Facebook – please shout now if not! • Set up an account at www.twitter.com • Follow Stephen Fry (it’s what everyone does when they join Twitter!) and other people – mine your competitors for suitable people to follow • Retweeting • Hashtags • URL shortners • Tweetdeck
    • 19. Company Confidential 2011 How to use other social media We in venuebirmingham also use: • LinkedIn • Google Plus • Flickr • If there is time and demand I can also deliver a quick “how to” for each of these
    • 20. Company Confidential 2011 How do you get meaningful numbers of followers? If you don’t get enough people following you then all your efforts will be wasted • Identify competitors and mine their followers for people to follow • Most people receive an email notification of a new follower and are then likely to follow back • Integrate your social media marketing with both your website and your traditional, offline marketing • Run competitions, prize draws and special offers where the only way to enter is via social media • Ensure all your staff follow you!
    • 21. Company Confidential 2011 How do you get meaningful numbers of followers? (2) • In venuebirmingham we sponsored the Birmingham Social Media Café – an in-person meet-up of social media practitioners • We asked people to link to our site and like us on Facebook and Twitter • We run prize draws where the criteria is that you follow us on Twitter and re-tweet our current special offer
    • 22. Company Confidential 2011 Risks, problems and other pitfalls Proliferation of accounts • Social media is free to set-up – and so enthusiastic, committed managers will go and set up accounts • As the number of accounts proliferates so do the problems, with each one: – Not reaching any critical mass of followers – Not getting frequent and meaningful updates or attention – Causing confusion in the target audience over which ones are best to follow – Diffusing social marketing effort in the business over multiple accounts
    • 23. Company Confidential 2011 Risks, problems and other pitfalls (2) “Free to set up” does NOT equate to “free to run” • Yes: creating a new social media account is free But… • Do you have the time to manage it? • Do you have the time to integrate it into the rest of your digital marketing? • Do you have the time to update it at least once per day? • Do you have the time to garner a meaningful number of followers? • Is there another marketing activity you could do that would deliver greater ROI? • Do you have the time to measure it’s impact?
    • 24. Company Confidential 2011 Risks, problems and other pitfalls (3) Almost by definition someone capable of running an effective social media marketing campaign – of interacting with customers in a competent manner and able to create calls to action and website landing pages to follow up on social media campaigns and able to offer customer support and advice – is a senior and / or experienced person within the organisation. Do you have someone able to do all of this with the professionalism it deserves whose time you can afford to spend on it?
    • 25. Company Confidential 2011 • Venuebirmingham: – www.facebook.com/venuebirmingham - 419 – www.twitter.com/venuebirmingham - 1,802 • Accommodation – www.facebook.com/birminghamaccommod ation - 2,875 – www.twitter.com/livingatbham - 1,289 • Sport – www.twitter.com/ubsport - 3,347 – www.facebook.com/ubsport - 5,619 • Bramall – www.facebook.com/bramallmusicbuilding - 325 – www.twitter.com/bramallmusic - 1,238 • Catering – www.facebook.com/GoFoodatUoB - 628 – www.facebook.com/staffhouse - 202 • GREG – www.twitter.com/UoBGREG - 197 • Events – www.twitter.com/UoB_Events - 462 • Transport – www.twitter.com/UoB_Transport - 347 • Cafes and Bars – www.twitter.com/GoThinkFoodUoB - 102 • Retail – www.twitter.com/Unibham - 113 • Winterbourne: – www.twitter.com/winterbournehg - 1,680 – www.facebook.com/winterbournehg - 919 • Worklink – www.twitter.com/worklinkuob - 220 – www.facebook.com/worklink - 492 • Security – www.twitter.com/UoBSecurity - 3 Risks, problems and other pitfalls (4)
    • 26. Company Confidential 2011 Risks, problems and other pitfalls (5) There are a lot of HAS social media accounts! • Ideally there should be some consolidation of the smaller, tightly focussed accounts into one overall, HAS account • Some accounts though have both enough followers and a unique raison d’etre to continue – sport, living, Bramall • We also ideally need to consolidate control of the accounts into better software such as Crowd Control • We should consider a dedicated HAS-wide social media marketing person – perhaps reporting to me…
    • 27. Company Confidential 2011 Risks, problems and other pitfalls (6) Failing to set any business objectives • What – precisely – is the business benefit that this activity will deliver? • Who will set and measure these targets? • If this is not someone’s number 1 task… - then it is not their number 1 task and can (and will) get bumped when whatever is number 1 needs to be done
    • 28. Company Confidential 2011 Risks, problems and other pitfalls (7) Security and accountability • If everyone uses the same log-in, how do you know who said what and when? • Do you have a social media policy setting out what is acceptable and how to handle complaints? • Is there any emergency and holiday cover? • Is only one person in the department trained on how to deliver social media marketing? • Are all of the log-ins only on their machine which is locked away when they are out of the office? • What is your policy and procedure for a genuine emergency? • How will you handle a twitterstorm?
    • 29. Company Confidential 2011 The ultimate criteria: ROI Does your social media marketing deliver return on investment? • The only real-world evaluation of the success of your social media marketing activity is – does it deliver more profit to the business than it costs to run? • This needs good systems – such as CRM – to track where leads are coming from • There are a lot of intangibles: how does the greater awareness that social media generate contribute to the bottom line; how about handling customer complaints quickly before they escalate? – how about being seen as an open brand, able to engage in conversations? – how about a generally more favourable impression?
    • 30. Company Confidential 2011 Further training and support • First place to look? – social media itself! There are a lot of people out there willing to help if you ask nicely • Second place – me! – – j.robertson.1@bham.ac.uk – www.twitter.com/venuebirmingham – www.facebook.com/venuebirmingham – www.google.com/plus/venuebirmingham – Download these slides from www.venuebirmingham.com/socialmedia • Third place – the Birmingham Social Media Café – a group of social media experts, professionals, students and beginners who meet up once per month on the last Friday, usually in the Town Hall, to talk social media in person
    • 31. Company Confidential 2011 If your goal is raw sales – use email!

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