Guardian Media Academy: Social Media for Business Sept 2012


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Slides from this weeks Guardian Media Academy Social Media for Business seminar.

Includes advice on:
- Creating your own digital media strategy
- Using different platforms like LinkedIn, Facebook, Twitter, YouTube etc
- Content Strategy
- Troubleshooting
- Social Media Guidelines and Policy

Useful links:

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Guardian Media Academy: Social Media for Business Sept 2012

  1. 1. U!"#$ S%&"( M)*"f%r B+!"#)!!
  2. 2. W,- !%&"( .)*"?•  Your customers want and expect easy access to information about you•  SM gives you the opportunity to network on your terms at convenient times•  Done well and with a clear strategy, social media can save you time and money
  3. 3. W,/ &# I +!) "/ f%r?•  Promoting your personal brand•  Improving client relationships•  Setting your business brand apart•  Driving traffic to your website•  Business networking•  Customer service•  Market research
  4. 4. W,)r) *% I !/r/?Setting realistic,achievable goals
  5. 5. S/r/)$- f%r !+&&)!! Business   Target   Goals   Audience   Analysis  &   Content   Evalua7on   Strategy  
  6. 6. W,/ r) -%+r b+!"#)!! $%(!?•  Selling products through your website•  Increasing donations•  Increasing your network of clients•  Improving your customer services•  Streamlining your business processes•  Disseminating campaign messages
  7. 7. G%( p/,!Business  Goal   How  will  we  measure  ?     What  does  success  look   like?    Brand  engagement   Pages  per  visit   3+  Disseminate  a  message   Share  buBons   100+  per  week  Higher  online  dona7ons   Revenue   +15%  aKer  1st  month  
  8. 8. W,"&, p(/f%r.?Where are your target audience & arethey open to listening to you?
  9. 9. facebook   twiBer   LinkedIn   Google +  YouTube   Vimeo   Pinterest   Instagram  WordPress   tumblr  
  10. 10. W,% "! w,)r)#* w,-
  11. 11. P)r!%#( br#*"#$•  Think about how having an influential personal profile online can have a direct impact on your business•  Do an online audit, what is already out there? What do people see when they Google you?•  Having strong personalities which are visible on social platforms can be great for your business
  12. 12. Br#*"#$ -%+r b+!"#)!!•  Become an information hub not just a broadcaster•  Create reasons to share •  Why are you growing followers? Have a game plan
  13. 13. D%#’/ f%r$)/:Any online activity that can link back toyour web content (not just your website)is important for SEO (Search EngineOptimisation) and brand visibility. Socialsharing is increasingly important forsearch rankings so make your contenteasy to share!
  14. 14. S/r/)$- f%r !+&&)!! Business   Target   Goals   Audience   Analysis  &   Content   Evalua7on   Strategy  
  15. 15. L%%0 / )&, p(/f%r. "# /+r#•  Who  uses  this?   Facebook   •  What  happens  •  What  do  you   •  Are  the  right   next?   want  to  happen?   people  here?   •  What  will  success   look  like?   •  Will  they  engage?   LinkedIn   TwiBer  
  16. 16. M1"."!) -%+rL"#0)*I# pr%2()
  17. 17. D)!"$# w"/, v"!"/%r! "# ."#*•  Decide on your target audience•  Check Google Insights for relevant search terms•  Use your profile as a showcase for the position you’re in now.•  Customise web links•  Use SlideShare / Amazon apps to add personality•  Schedule updates to keep you in the newsfeed
  18. 18. Hv) #)/w%r0"#$ $.) p(#•  Start with the end goal in mind•  Search potential client profiles for appropriate groups•  Look at group statistics before joining•  Schedule group activity and build credibility•  Make contact with moderators and offer content•  Start your own group and include a link on your email signature
  19. 19. Gr%w -%+r &%#/&/! !/r/)$"&((-•  Numbers are not the end goal•  Use groups to gain credibility then invite to connect•  Get introduced through existing connections•  Regularly update your connections with business cards from networking events
  20. 20. L"#0)*I# B+!"#)!! Pr%2()!•  Who does well? •  Products and services •  Careers •  Banners •  Events •  Groups
  21. 21. W,% *%)!F&)b%%0 w)((?
  22. 22. P(# w"/, $%( "# ."#*•  Getting a user to “like” your page is just the first step – only interaction ensures future impact•  Use facebook Insights to inform future posts. What has worked well before?•  Photo & Video tagging•  What is the optimum time for posting (to your audience)?•  Use Questions & prompts
  23. 23. W,)r) *%)! /w"//)r2/ "#?
  24. 24. L)* /,) &%#v)r!/"%#•  Keep an eye on trending topics and if they are relevant to you, get involved•  Use a popular # strategically to get more clicks on links •  Mention @ prominent figures within your industry•  Don’t be a broadcaster, be a conversationalist
  25. 25. S/r/)$- f%r !+&&)!! Business   Target   Goals   Audience   Analysis  &   Content   Evalua7on   Strategy  
  26. 26. W,/ *% I !,r)?
  27. 27. E().)#/! %f !+&&)!!•  Plan your content, do your research•  Don’t forget about SEO•  Text descriptions, titles and tagging•  Link planning – where are you driving traffic? •  Ease of sharing•  Infographics / Video / Instagram – does your content have value?
  28. 28. K)- p%"#/! %# !,r"#$•  Stick to key values of content marketing – make sure anything you want shared has inherent value to the user•  Mention video when courting PR and media attention•  Ensure there are links from your clip to appropriate pages on your website•  Remember YouTube is now owned by Google so clips give you more opportunities to appear in search!
  29. 29. C%..+#"/- )#$$).)#/•  Does “How to” fit with your organisation?•  Could your content work as a series?•  Are there opportunities to get your ccommunity involved?•  Spend time and effort engaging with bloggers in your sector, encourage them to embed your content
  30. 30. R).).b)r:Engaging with bloggers is about youproviding content that’s interesting andbeneficial to THEIR audience. Don’t try tosell them on your business, spend timelearning about their audience and(provided the audience is relevant to you)build content they will enjoy.
  31. 31. Y%+’v) /,%+$,/ b%+/v"!+( – w,/ b%+/ +*"%?
  32. 32. S/r/)$- f%r !+&&)!! Business   Target   Goals   Audience   Analysis  &   Content   Evalua7on   Strategy  
  33. 33. M)!+r"#$ !+&&)!!•  Be agile – act on the information you gather to improve your offering and outcomes•  Use tools like Bitly and Storify to collate and evaluate a campaign’s success•  Use Google Analytics to set and track specific goals (this could be time on page, ecommerce or increased visitors)
  34. 34.
  35. 35. I#3+)#&) &E#$$).)#/
  36. 36. The biggest barrier to effective socialmedia engagement is the lack ofresources, cited as a significant issue bymore half of companies (52%) surveyed.The next biggest issue is the lack ofbudget, which is cited by 30% ofcompanies. [Source: Econsultancy / LBi / bigmouthmedia State of Social Report 2011, November 2011]
  37. 37. I#/)$r/"%#
  38. 38. Tw))/*)&0
  39. 39. Tr%+b()!,%%/"#$
  40. 40. 3 &,%"&)!!• Reply• Delete• Ignore
  41. 41. S%&"( M)*" G+"*)("#)!•  Encourage staff to engage and talk about your brand•  Be clear about your company caveats•  Keep your community rules simple & share them with everyone•  Don’t be afraid to let your staff share on their personal accounts. If they’re passionate about what you do, it can only help your brand
  42. 42.
  43. 43. Remember: Your socialmedia policy / code ofconduct, should not differwildly from the normalstandards of behaviour anddata management you wouldexpect from an employee.
  44. 44. S/r/)$- f%r !+&&)!! Business   Target   Goals   Audience   Analysis  &   Content   Evalua7on   Strategy  
  45. 45. S/-"#$ f"/,4( /% -%+r $%(!•  Set your organisational goals before deciding which platforms to use•  Know what you want success to look like (don’t be surprised if / when it looks different)•  Don’t be afraid to measure but pick your metrics carefully•  Don’t shy away from user generated content, it can surprise you
  46. 46. K))p ,)* %f /,) &+rv)•  Find SM ambassadors amongst your staff•  Bring naysayers on board to fix problems•  Follow influential & well informed bloggers•  Take part in appropriate twitter chats •  Keep an eye on case studies from an array of different organisations
  47. 47. M5/ ".p%r/#/(-•  Don’t jump on every new (or old) platform, especially if you have limited time and resources•  Don’t write off new platforms, play around with them and assess how you might use them•  Be open minded, sometimes it’s our clients that tell us how we should be communicating
  48. 48. U!)4( w)6"/)!••••
  49. 49. Jennifer Begg