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Salisbury / Modbury

Social Media Strategy
Allison Miller, Vanguard Visions Consulting
You’ll find these slides at:
slideshare.net/vanguardvisions
Session Overview
• Why use social media in business?
• Which social media sites are you using for
your business?
• Social ...
Why use social media in
business?
http://www.youtube.com/watch?v=a949jCX23Tg
Social media
Build
Customers

Connect
with
others

Social
Media
Listen to
what
people are
saying

Raise
awareness
Which social media sites
are you using for your
business?
Australian Social Media
Stats*
• Facebook – over 12,000,000
users
• YouTube – 12,200,000 users
• LinkedIn – 2,900,000 user...
Facebook – aka ‘the Pub’
• Connect with friends or seek feedback from
customers
• 3 short posts/week – useful and relevant...
LinkedIn – aka ‘the Office’
• Business Networking (Key decision makers),
Recruitment
• Share ‘thought leader’ posts, indus...
Twitter – aka ‘SMS / Chat’
• Short posts (best < 100 characters)
• Witty comments / quotes, industry news,
promos, tips & ...
YouTube – aka ‘Moving pictures’
• Strong message, Show don’t tell
• Tutorials, stories, debunk myths, Pros/Cons,
action, t...
Instagram/Pinterest – aka ‘Visual’
Instagram
•
•
•
•
•
•

Inspirational images
Sneak peeks, behind the scenes, product dem...
Building a social media
strategy?
Building a strategy

S
M
A
R
T

Specific

Measurable
Attainable
Relevant

Timely
Building a strategy

S
M
A
R
T

Specific
Measurable
Attainable
Relevant
Timely

• What do you want to
achieve specifically...
Building a strategy

S
M
A
R
T

Specific
Measurable
Attainable
Relevant
Timely

• How will you measure
your goals?
“Have m...
Building a strategy

S
M
A
R
T

Specific
Measurable
Attainable
Relevant
Timely

• Is your goal achievable?
• Do you have t...
Building a strategy

S
M
A
R
T

Specific
Measurable
Attainable
Relevant
Timely

• Is this meaningful for
your organisation...
Building a strategy

S
M
A
R
T

Specific
Measurable
Attainable
Relevant
Timely

• Is the goal time-bound?
• Is there a due...
Activity: Set your goal

Image: http://farm5.staticflickr.com/4083/4843576916_75c594ba06_b.jpg
What should I share?

Customers

Your
original
content

Interactions

Other
people's
content
What should I share?
• Content you create

Customers

Interactions

Your
original
content
Other
people's
content

•
•
•
•
...
What should I share?
• Content other people
create related to your
cause
Customers

Interactions

Your
original
content
Ot...
What should I share?
• Facebook

Customers

Interactions

Your
original
content
Other
people's
content

• Posting as your
...
What should I share?

Customers

Interactions

Your
original
content
Other
people's
content

• Ask questions
• Involve you...
How can I measure if it is
all worth it?
Volume

Images from TweetReach Blog – 2 April 2012
http://blog.tweetreach.com/2012/04/5-essential-easy-social-media-metric...
Reach

Images from TweetReach Blog – 2 April 2012
http://blog.tweetreach.com/2012/04/5-essential-easy-social-media-metrics...
Engagement

Images from TweetReach Blog – 2 April 2012
http://blog.tweetreach.com/2012/04/5-essential-easy-social-media-me...
Influence

Images from TweetReach Blog – 2 April 2012
http://blog.tweetreach.com/2012/04/5-essential-easy-social-media-met...
Share of Voice

Images from TweetReach Blog – 2 April 2012
http://blog.tweetreach.com/2012/04/5-essential-easy-social-medi...
google.com/alerts
google.com/analytics
website analytics /
Facebook insights
Image: http://www.jisc.ac.uk/sites/default/files/analytics.png
What should you do when people
interact on your social media sites?
Up/Cross - Sell
Special Offer

Case Manage
What are you going to do
about getting started?
How do you manage it
all?
hootsuite.com

tweetdeck.com
The do’s and don'ts of social media
Do lots of this
• Discover where your
community is
• Use each platform
differently
• F...
What will you will you do
next?
Workshop evaluation
Want to know more?

More info: digitalcapability.com.au
Register for eUpdates: bit.ly/digitalcapability
Follow on:
Twitter...
Allison Miller
0400 732 270
allison@vanguardvisions.com.au
vanguardvisionsconsulting.com.au

vanguardvisionsconsulting.com...
Social media strategies for business v210114
Social media strategies for business v210114
Social media strategies for business v210114
Social media strategies for business v210114
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Social media strategies for business v210114

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“Is it time your business moves to social media? Learn how to put a strategy around your social media presence:

• Common approaches to social media
• Defining goals and objectives
• How to measure your impact
• Social media best practices

Published in: Business, Technology
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  • Introduce yourself– Elearningebusiness eportfolio consultancyWork with prominent business development programs/leaders like the City of Salisbury and City of Onkaparinga, as well as universities, VET providers and schoolsE-business Workshops / Webinars for national organisations such as ACPET, VELG Training, TDC, Wendy Perry &amp; AssociatesEncourage questions / discussion
  • So which social media sites are you currently using an why?
  • So why use social media?
  • Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
  • So whichsocial media sites are you using for your business?
  • Facebook – aka ‘The Pub’Connect with friends or Seek feedback from customers3 short posts per week – relevant news and events about your businessAnswer questions in on status updates and in GroupsPaid ‘posts’ and ‘pages’Competitions for “Likes”Early morning, during lunch, after work, before dinner and before bedLinkedIn – aka ‘The OfficeTwitterSource: Smarter Business Ideas – Spring 2014
  • Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
  • Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
  • Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
  • Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
  • Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
  • So which social media sites are you currently using an why?
  • Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
  • Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
  • Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
  • Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
  • Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
  • Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
  • Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slidesWrite a sentence or two about what you hope social media will do for your business?Share these as a group
  • Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
  • Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
  • Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
  • Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
  • Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
  • Size of the conversation – number of people talking about your brand – Facebook Insights
  • Spread of your content – measures the size of your potential audienceUse your ‘reach’ as your denominator
  • How are people engaging in conversation about your brandWhat are you doing to spread your content and engage your audience?“Shared, Replied to, Retweets, Comments, Likes,”What is important to your brand right now?Pay attention to what messages are getting the most attention – build on themRTs / Reach = % engagement
  • Encouraging people to actually do something – comment, share, buy, participateKinetic influence - who is participating and what is their influence?Brand Advocacy (Think Apple, Harley Davidson)
  • Compare how your business’s conversations compare against other businessesLearn from your competitors’ successes
  • Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
  • What will you do next?
  • Ask participants to complete the online workshop evaluation
  • Transcript of "Social media strategies for business v210114"

    1. 1. Salisbury / Modbury Social Media Strategy Allison Miller, Vanguard Visions Consulting
    2. 2. You’ll find these slides at: slideshare.net/vanguardvisions
    3. 3. Session Overview • Why use social media in business? • Which social media sites are you using for your business? • Social media sites / Examples
    4. 4. Why use social media in business?
    5. 5. http://www.youtube.com/watch?v=a949jCX23Tg
    6. 6. Social media Build Customers Connect with others Social Media Listen to what people are saying Raise awareness
    7. 7. Which social media sites are you using for your business?
    8. 8. Australian Social Media Stats* • Facebook – over 12,000,000 users • YouTube – 12,200,000 users • LinkedIn – 2,900,000 users • Twitter - 2,500,000 users • Pinterest – 450,000 • Google Plus –70,000 users * December 2013 Data source: http://www.socialmedianews.com.au
    9. 9. Facebook – aka ‘the Pub’ • Connect with friends or seek feedback from customers • 3 short posts/week – useful and relevant content, news and events about your business • Answer questions on status updates and in Groups • Post: Early morning, during lunch, after work, before dinner and before bed • Paid ‘posts’ and ‘pages’ • Competitions for “Likes” Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
    10. 10. LinkedIn – aka ‘the Office’ • Business Networking (Key decision makers), Recruitment • Share ‘thought leader’ posts, industry / topic news, how-tos • Offer advice / information in industry / topic groups • Company page • Post: Before / After business hours Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
    11. 11. Twitter – aka ‘SMS / Chat’ • Short posts (best < 100 characters) • Witty comments / quotes, industry news, promos, tips & tricks • Photos / Video • Paid ‘tweets’ and ‘profiles’ • #hashtags & trending • Strong WIFM call to actions – click, interact, buy • Post: between 11 am-3 pm Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
    12. 12. YouTube – aka ‘Moving pictures’ • Strong message, Show don’t tell • Tutorials, stories, debunk myths, Pros/Cons, action, tips / tricks, how-tos, • Business YouTube Channel • No longer than 3 mins • Professional vs Crappy • Paid targeted promotions • 3-5 / month • Busiest 2-8 pm Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
    13. 13. Instagram/Pinterest – aka ‘Visual’ Instagram • • • • • • Inspirational images Sneak peeks, behind the scenes, product demos Include questions / #hashtags Ask customers to post with unique #hashtags 1-2 / day Post: after 8 pm weekdays & 5 pm on weekends Pinterest • Curate images around key themes: people, animals, houses, clothes, shoes, craft, cars, tools • Repin your images • 1 pin per day • Saturday mornings; Weekdays: 2-4 pm & 8 pm to 1 am Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
    14. 14. Building a social media strategy?
    15. 15. Building a strategy S M A R T Specific Measurable Attainable Relevant Timely
    16. 16. Building a strategy S M A R T Specific Measurable Attainable Relevant Timely • What do you want to achieve specifically? “Have more people visit our website through social media…”
    17. 17. Building a strategy S M A R T Specific Measurable Attainable Relevant Timely • How will you measure your goals? “Have more people visit our websites through social media by 10%” • Measured through Google Analytics
    18. 18. Building a strategy S M A R T Specific Measurable Attainable Relevant Timely • Is your goal achievable? • Do you have the necessary resources? • Do you have the necessary skills? “Do I know how Google Analytics work? Do I know social media?”
    19. 19. Building a strategy S M A R T Specific Measurable Attainable Relevant Timely • Is this meaningful for your organisation? “Why do I want more visitors to my website?” “What will they do when they visit my website?”
    20. 20. Building a strategy S M A R T Specific Measurable Attainable Relevant Timely • Is the goal time-bound? • Is there a due date? “Have more people visit our websites through social media by 10% by the end of June”
    21. 21. Activity: Set your goal Image: http://farm5.staticflickr.com/4083/4843576916_75c594ba06_b.jpg
    22. 22. What should I share? Customers Your original content Interactions Other people's content
    23. 23. What should I share? • Content you create Customers Interactions Your original content Other people's content • • • • • • • • Blogs News Videos Photos Infographics Links Reports / Papers Checklists
    24. 24. What should I share? • Content other people create related to your cause Customers Interactions Your original content Other people's content • • • • • Articles Events Government policy Reports / Papers Infographics
    25. 25. What should I share? • Facebook Customers Interactions Your original content Other people's content • Posting as your organisation on others’ timeline • Replying to comments/posts • ‘Likes’ • Twitter • • • • ReTweets Talk to others (mentions) Reply to mentions ‘Favourites’
    26. 26. What should I share? Customers Interactions Your original content Other people's content • Ask questions • Involve your customers in your content • Facebook • Off-topic posts/memes • Twitter • Get involved in industry hashtags (e.g. #digitalcapability, #openeducation)
    27. 27. How can I measure if it is all worth it?
    28. 28. Volume Images from TweetReach Blog – 2 April 2012 http://blog.tweetreach.com/2012/04/5-essential-easy-social-media-metrics-you-should-be-measuring-right-now/
    29. 29. Reach Images from TweetReach Blog – 2 April 2012 http://blog.tweetreach.com/2012/04/5-essential-easy-social-media-metrics-you-should-be-measuring-right-now/
    30. 30. Engagement Images from TweetReach Blog – 2 April 2012 http://blog.tweetreach.com/2012/04/5-essential-easy-social-media-metrics-you-should-be-measuring-right-now/
    31. 31. Influence Images from TweetReach Blog – 2 April 2012 http://blog.tweetreach.com/2012/04/5-essential-easy-social-media-metrics-you-should-be-measuring-right-now/
    32. 32. Share of Voice Images from TweetReach Blog – 2 April 2012 http://blog.tweetreach.com/2012/04/5-essential-easy-social-media-metrics-you-should-be-measuring-right-now/
    33. 33. google.com/alerts
    34. 34. google.com/analytics
    35. 35. website analytics / Facebook insights Image: http://www.jisc.ac.uk/sites/default/files/analytics.png
    36. 36. What should you do when people interact on your social media sites? Up/Cross - Sell Special Offer Case Manage
    37. 37. What are you going to do about getting started?
    38. 38. How do you manage it all?
    39. 39. hootsuite.com tweetdeck.com
    40. 40. The do’s and don'ts of social media Do lots of this • Discover where your community is • Use each platform differently • Focus on your cause • Measure the impact social media is having • Share a mix of content Stay away from this • Feeling the need to be everywhere • Cross-post across all you social media channels • Focus on fundraising • Move forward without a strategy • Just talking about yourself
    41. 41. What will you will you do next?
    42. 42. Workshop evaluation
    43. 43. Want to know more? More info: digitalcapability.com.au Register for eUpdates: bit.ly/digitalcapability Follow on: Twitter - twitter.com/digitalcapabili Facebook - facebook.com/digitalcapability LinkedIn - bit.ly/DCLinkedIN Google+ - bit.ly/DCGoogleplus Pinterest - pinterest.com/vanguardvisions
    44. 44. Allison Miller 0400 732 270 allison@vanguardvisions.com.au vanguardvisionsconsulting.com.au vanguardvisionsconsulting.com.au
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