Begbroke transfer - getting started in social media


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The presentation introduces social media marketing fundamentals and provides best practice tips for businesses that want to utilise social media as part of their marketing activities

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Begbroke transfer - getting started in social media

  1. 1. Getting started in social mediaSocial media fundamentals and best practice tips for business Prepared for the University of Oxford Begbroke Transfer Wednesday, 2 November 2011
  2. 2. Introductions
  3. 3. Who is Obergine?Full service digital marketing agency.We create online and mobile solutions that add valueto our clients and their customers.Clients include:  Oxford University Press  University of Reading  Concha y Toro  Cono Sur Vineyards & Winery
  4. 4. About the presentersAnna StorrsDigital consultant and project managerAnna leads the Concha y Toro account for Obergine fordigital and print marketing AndersonDigital directorJeremy is a founding partner of Obergine and isresponsible for client services and digital
  5. 5. Social media fundamentals
  6. 6. What is all the hype? Facebook me! Uh oh, I’ve been tagged! Is it just a load of buzzwords? Retweet Hashtags Like us THE Wall
  7. 7. So…just what is social media?“An online engagement and interaction of groupsof people with similar interests” Discussion Interaction Engagement A place to hang out and communicate Sharing of news, ideas, opinions Providing a point of view not expertise An extension of your sales team without the overheads
  8. 8. Is it really that important?YES… Social networking accounts for a quarter of all time spent on the internet Users from the UK spend an average of 7.3 hours on social networks per month Over 40% of companies in the UK are heavily involved in using social networks to win new business Only 5% of companies do not engage in social media on any level
  9. 9. An overview of core social media channelsB2B B2C Blogging
  10. 10. Who should we engage with?Influencers with good levels of popularity and engagement
  11. 11. Twitter
  12. 12. Twitter – what is it? “a micro-blogging platform to gain instant updates fromyour friends, industry experts, customers and competitors”  95 million Tweets are written each day…  …at a rate of 4 million Tweets per hour  Twitter is the most popular website used by organisations as part of their social media strategy  But only 27% of companies use Twitter as a customer service tool
  13. 13. How can Twitter benefit your business? More traffic to your site How can Twitter benefit your business? Acquisition of new customers. Customer insight and intelligence. Higher levels of customer satisfaction. Higher search engine rankings for brand terms. An increase in loyalty and customer lifetime value. Greater engagement with your existing customers. Greater brand awareness among your potential customers. More customer recommendations and positive ratings and reviews.
  14. 14. How Twitter can be used as a business tool Generating contentKeeping customers up-to-date and informed Feedback Scoping out new opportunities Letting customers know about new product ranges Branding As a search engine or for research Ratings and reviews Promoting specific products Showcasing press mentions Recruitment As a filter for information For PR and media opportunities Getting testimonials Driving direct online traffic SurveysSpecial offers and competitions Crisis management For collaboration and networking As an additional sales channel Boosting SEOProduct development Updating other social media channels Customer service Driving direct online trafficUser experience Crisis management
  15. 15. Twitter: Lessons from others Be open. Don’t be afraid to say sorry @JetBlue Be accessible. Respond to your customers queries and questions whenever and wherever @delta Be personal. Don’t hide behind your brand @bibendumwine Join and create Twitter chats by using #hashtags @CiscoSystems
  16. 16. How to get started on Twitter – best practice Set up and customise your Twitter profile or risk being classed as spam Follow. Observe. Attract new followers by being useful, interesting and engaging 140 characters or less Include links using URL shorteners Use #hashtags Don’t just broadcast - reply and comment Add videos, photos
  17. 17. Using TweetDeckWhy use it?It’s simple. It’s fast. Everything is in one placeWhat can you do with it? Sort your information into columns Set up custom searches and follow in real-time Add multiple Twitter accounts Use the scheduling feature to tweets in the future Add, create and manage lists Share and view photos View and record videos within TweetDeck Update Twitter, Facebook, MySpace, LinkedIn, Google Buzz and Foursquare Edit retweets, send replies to individuals as well as all users mentioned in a tweet
  18. 18. Blogging
  19. 19. Blogging – what is it?A content creation channel “that allows users to reflect,share opinions, and discuss various topics in the form of an online journal” 47% of companies own a corporate or brand blog
  20. 20. What are the business benefits of blogging? Adds value through establishing expertise and credibility Increases brand awareness, visibility and recognition Positions the blog a resource destination Creates dialogue through comments and feedback Provides differentiated content Supports content of multiple formats e.g video, infographics Develops new relationships Increases search engine visibility
  21. 21. Blogging best practice Provide timely, creative content of relevant and value Research and use keywords Link to third party websites Optimise your anchor text Post on a regular basis Spread your content Engage with readers Use content from multiple contributors
  22. 22. Exploring other channels
  23. 23. Facebook is…“a place to connect and share with the people in your life” Facebook is the second most visited site in the UK after Google Facebook accounts for 20% of all time spent online in the UK 48% of the UK population are Facebook users In 2010 more than two thirds of companies in the UK were using Facebook as a marketing channel
  24. 24. The business benefits of Facebook Drives further traffic to your website Allows you to express brand personality Build relationships Aids search engine visibility Another channel allowing you to show case your expertise Customer behaviour and insights
  25. 25. Using Facebook as a marketing tool Create a page not a group Include company information Get a vanity URL Publish engaging content of different formats Plan ahead Customise Incentivise with promotions Be responsive and personable Integrate customer support Like and monitor competitor activity Start discussions Allows you to collect data
  26. 26. Facebook in a B2B context Provide industry insights and updates Provide resources and whitepapers Create and ‘attend’ trade events
  27. 27. YouTube is…“A place to discover, watch, upload and share videos” YouTube accounts for 70% of all online video views UK web users spend 240 million hours every month watching videos online YouTube is the fastest growing social network in the UK with a monthly reach of 17.7 million adults per month
  28. 28. Getting the most out of YouTube Create and customise your channel Upload and optimise your videos: keyword tagging, use relevant thumbnails Upload in any format Subscribe to other channels Can be in HD Ideal video duration of 1.5 minutes Promote the videos elsewhere
  29. 29. LinkedIn is… A place to “build and engage with your professional network” There are five million LinkedIn users in the UK More than 1 million companies have LinkedIn Company pages Over 12,000 members of the Wine Business Network alone
  30. 30. The benefits of using LinkedIn Drives further traffic to your website Develops credibility Increase your visibility through connecting to clients, potential clients and service providers Allows you to find and provide expert answers
  31. 31. Generating more business from LinkedIn Set up personal profiles Add personal skills and expertise Set up your company page and add showcase brands Research and connect to other users Join groups Start discussions Create events
  32. 32. Thank you
  33. 33. Next steps and takeaway tips
  34. 34. Twitter: immediate next steps • Set all employees up with a customised Twitter profile (including photo) • Follow each other • Tweet and mention each other • Allow all staff members access to the main company Twitter account • Follow and start discussions with industry influencers
  35. 35. Blogging: immediate next steps Blogging• Establish and refine the blog post calendar• Ensure content is diverse and creative – posts should include current events and opinions not just press releases• Schedule a monthly blog per team member – don’t assign blog writing to one person• Include links to external websites within your blog posts• Invite one (minimum) guest blogger per month• Tweet about each new blog post: mentioning the blog author
  36. 36. LinkedIn: immediate next steps• Create a LinkedIn Company page• List the products (brands) and services• Request all employees to have a LinkedIn profile• Ask all employees to ‘follow’ the company page• Join industry groups and associations and contribute to discussions• Follow other companies and competitors• Connect up yourTwitter feed
  37. 37. Social media fundamental tips• Brand your social media channels• Do not hide behind a brand name• Integrate your channels with links and content sharing facilities• Don’t neglect your channel – interact on a daily basis• Be nice! Be generous. Give back to those who interact and share your content• Youre human – so communicate like a human
  38. 38. Top tools to manage your social mediaTool or resource URL Type Twitter management Social media measurement Social media monitoring Web analytics Twitter counter Klout
  39. 39. Thank youIf you have any questions or wish to discuss your digital or print marketing activities with Obergine,please contact us using the details below. Anna Storrs - Jeremy Anderson – Tel: +44 (0)1865 245777 Obergine Email: The Jam Factory Web: 27 Park End Street Twitter: Oxford OX1 1HU Facebook: United Kingdom