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Rude Guide to Social Media

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Learn how to use social media as part of your marketing strategy in a safe and secure way.

Learn how to use social media as part of your marketing strategy in a safe and secure way.

Published in Business , Technology
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  • 1. The Rude Guide to Social Media
  • 2. www.slideshare.net/virtuale
  • 3. Who are we?
    Pauline Randall
    Wendy Goucher
  • 4. Who are you?
  • 5. Introduction to Using Social Media
  • 6. Social Media is not
  • 7. Using Social Media for Business
    Find out what is out there
    Think about your customers
    Find out what your competitors are up to
    Metrics – keep measuring
    Rinse and repeat
  • 8.
  • 9. Who are your customers?
  • 10. Do you know your demographic?
  • 11. Facebook
    Over 500 million users
  • 12.
  • 13. The Social Technographics Ladder
    Inactives neither create nor consumer social content of any kind
    Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly.
    http://www.forrester.com/empowered/ladder2010
  • 14. What are your competitors up to?
  • 15. Do they have a Facebook page?
    What are they doing there?
    How many friends do they have?
    How often are they posting?
    What are they posting?
    Are they getting engagement?
    Are they on Twitter?
    How many followers/following?
    What are they saying?
    Are they talking to other people?
    Are these people potential/actual customers or other sector members?
    Have the got a LinkedIn profile?
    How many connections do they have?
    Have they completed their profile?
    Are they engaging on LinkedIn?
    Do they update their status?
  • 16. Metrics – how will you know if it’s worked?
  • 17. If you don’t know where you’ve started from…
    … how do you know when you’ve got to where you want to go?
  • 18. Things you need to know
    How visible is your website?
    Do you need to improve its SEO? (search engine optimisation)
    How visible is your business?
  • 19. What you need to decide
    What are you aiming for?
    More website traffic? How much more? Over what period?
    More sales? Online? Offline?
    More leads? How many more?
    Where does social media fit into your overall marketing strategy?
    What’s your budget?
    Time
    £££
    Resources – you, other people
    How will you know when you’ve succeeded?
  • 20. Some tools you could use
    Google analytics - http://www.google.com/analytics/
    Social Mention - http://socialmention.com/
    Google alerts - http://www.google.com/alerts
    Facebook metrics (on your Facebook page admin)
    Tweetreach - http://tweetreach.com/
  • 21. Over to Wendy
  • 22. Saying something meaningful in 140 characters
    Twitter
  • 23. What is Twitter?
    Public microblogging service where you can post updates in 140 characters
    Use it to:
    Gather information
    Share information
    Hold conversations
  • 24. Who’s talking?
    Are you speaking as your business?
    Or is your account more personal?
    Do you only talk about business stuff?
    Or do your followers get to know more about you as a person?
    Are you going to chat?
    Or share links?
    Or just broadcast?
    Or a mixture of the above?
  • 25. BT Care
    www.twitter.com/btcare
  • 26. Good example 2
    www.twitter.com/dogstrust
  • 27. Some sector examples
    http://twitter.com/FenlandCouncil
    http://twitter.com/GlasgowCC
    http://twitter.com/prweekuknews
    http://twitter.com/rkhleicester - PR
    http://twitter.com/MintTwist - web design
    http://twitter.com/abode_property - estate agent but not doing much
    http://twitter.com/mundyuk - estate agent
    http://twitter.com/Selkirkarms - hotel
    http://twitter.com/JustLodges - holiday lodges
    http://twitter.com/UKregeneration - regeneration
    http://twitter.com/19Sixty3 - photography
  • 28. Some tips on setting up your account
  • 29. www.twitter.com
    Username – keep it memorable but not too long – it uses characters when people refer to you.
    Picture – This is how you appear to other people – think about it. DON’T leave the standard twitter picture!
    Bio – think keywords. This should describe you (your company) and tell people something about you. Would they find you from your keywords?
  • 30. www.twitter.com
    Following people
    • People you know
    • 31. Similar interests
    • 32. Similar business
    • 33. Target sectors
    • 34. Your followers (with some provisos)
    Following people
    Celebrities unless you are REALLY interested in them
    Spammers
    Remember you can block people from following you
  • 35. Twitter Etiquette
  • 36. Etiquette
    Don’t send automated direct messages – most people hate them
    It’s fine to follow people you don’t know
    You don’t have to follow everyone back
    You can unfollow people. You can also report and block people.
    If you’re having a very focussed 1:1 conversation then direct messaging is often best
    You can respond to people who aren’t following you
    Check your @ replies and respond to people who have mentioned you. Include some context in your reply so that others can understand
    Don’t just send out your information – share others stuff too (and credit). If you promote other people they’ll be more likely to help you.
  • 37. But what do I say?
    Respond to other people
    Post links to useful content
    Retweet other people’s tweets
    Ask questions
  • 38. Will this work for my market?
    Go back to your demographics – see where your clients are
    Look again at what you want to achieve:
    Do you want to interact with colleagues?
    Increase web traffic?
    Gather news?
    Your objectives will help you define if this will work for you
  • 39. Integration
    Add to your website
    Code from Twitter
    Plugins
    Link with LinkedIn
    Add a Twitter app to your smartphone and keep in touch
    Get a bit of extra reach out of what you’re doing
  • 40. Remember:It’s a conversation -that means listening as well as talking
  • 41. Over to Wendy
  • 42. Why you should have a profile regardless of your business size
  • 43. What is LinkedIn?
  • 44.
  • 45. LinkedIn is more than just your profile
    Every time you change something on your profile you’ll show up on your contacts’ home page
    Research people before you meet them
    Login and see what others are doing
    Check your contact’s connections and see if there are people you’d like introducing to
    Join groups
    Ask and answer questions
    Check for events to go to
    Promote events
  • 46. Profiles
    Complete all the sections
    Don’t just do one-liners – you are helping people find out about you
    Make sure you have links to your website, blog, twitter accounts and other social networks you are on
    Check your profile and see what others see
    Check out other people’s profiles and see how they have completed them
    Look at the help files – there’s lots of information there
  • 47. Over to Wendy
  • 48. Building your fan base
  • 49. Are you already in Facebook?
    If you aren’t then you can create a business account to manage pages and ad campaigns
    It is against the TOS of Facebook to have more than one account.
    If you already have an account then you have to use that to create your pages however fans can’t access your personal profiles.
    Check out the Facebook help page for more details http://www.facebook.com/help/?ref=pf#!/help/?page=721
    Profiles are for people
    Pages are for businesses
  • 50. Business to Business or Business to Consumer
    B2B is starting to grow in the USA – which means it probably will over here
    B2C is currently a more obvious option for this market
    But consider Facebook ads – can be targetted very tightly for your demographic and may be better than creating a page
  • 51.
  • 52.
  • 53.
  • 54. Facebook Pages
  • 55. Creating a Page
  • 56.
  • 57.
  • 58.
  • 59.
  • 60.
  • 61. Managing a Page
    The Manage pages section lets you manage existing pages.
  • 62. Marketing your Facebook page
    On your website – get a badge, button, link (code from Facebook)
    On your stationery
    Email signatures
    Advertising
    And make sure that you are having conversations there. Don’t leave it on its own or just post and not respond – you could be talking to yourself.
    Remember – a lot of people ‘liking’ your page doesn’t mean they keep coming back – they need a reason to do that.
  • 63. Over to Wendy
  • 64. Other Tools to Consider
  • 65. Twitter tools
    These can give you an alternative way to interact and manage Twitter (and Facebook and LinkedIn in some cases)
    Hootsuite – web-based, multiple accounts
    Co-Tweet – web-based, multiple accounts, multiple users. On duty/off duty settings
    Look for extensions for your browser – e.g. if you use Chrome then look at Chromed Bird
    Plugins for your website so that your tweets show there too
    Tweetdeck – desktop client, multiple accounts, plus iPhone app
    Twitter - tweet from your iPhone or Mac or Android phone
  • 66. Linking the networks
    Tying it all together
  • 67. Joining the dots
    Look at linking different networks together and think again
    You can sent tweets to Facebook and back again. And from LinkedIn to Twitter…
    A bit of judicious cross-posting is good but people want different content in different places.
    If you connect with someone on one network see if you might want to connect on another
    If I connect on LinkedIn I’ll usually check to see if that person is on Twitter
  • 68. Joining the dots continued
    Don’t set yourself up on all the networks and then run out of energy to keep them up to date.
    Decide which is the most helpful to you at the moment, work on that one and then add in others later
    Unless you have dedicated staff you will struggle to do everything well. Think quality rather than quantity!
  • 69. Some other thoughts…
  • 70. And another thing…
    Have you thought about creating specific landing pages on your website for visitors from a particular network?
    Use AddThis (there are others) to make it easy for website visitors to share from your site
    Do you use Google alerts to let you know what is happening in your sphere of interest?
    Do you have presentations that you could share? Try putting them up on Slideshare and linking back to LinkedIn and your website and increase your reach
    Write documents that you could share? What about putting them on Scribd? Lets more people know what you can do and the format is distributable
  • 71. Do you…
    Have photos of what you do that you can share? Put them on Flickr. You can also use them for other things then – they can often be pulled into other sites from there. My Moo business cards get their photos from my Flickr account
    Or you could use Animoto and put your images together into a quick video together with backing music – easy as pie!
    Write a blog – embed this on your LinkedIn profile and tweet about new posts
  • 72. Setting up your own network?
    Consider Ning. It will let you set up a network with members, groups, discussions, events and is customisable.
    Ning is now a paid-for network only but if you are looking for a free one try searching for Ning alternatives
    An easy way to set up a powerful social network of your own
  • 73. Setting up your own network?
    Consider Ning. It will let you set up a network with members, groups, discussions, events and is customisable.
    Ning is now a paid-for network only but if you are looking for a free one try searching for Ning alternatives
    An easy way to set up a powerful social network of your own
  • 74. Setting up your own network?
    Consider Ning. It will let you set up a network with members, groups, discussions, events and is customisable.
    Ning is now a paid-for network only but if you are looking for a free one try searching for Ning alternatives
    An easy way to set up a powerful social network of your own
  • 75. … and finally
  • 76. Useful Links
  • 77. Useful Links
  • 78. Networks
    Bebowww.bebo.com
    Business Chamber www.businesschamber.com
    Delicious http://delicious.com
    Digghttp://digg.com
    Facebook – www.facebook.com
    Flickr www.flickr.com
    Foursquare http://foursquare.com
    Friends Reunited http://www.friendsreunited.co.uk
    LinkedIn – www.linkedin.com
    MySpace www.myspace.com
    Ningwww.ning.com
    Scribdwww.scribd.com
    Slideshare– www.slideshare.net
    Twitter – www.twitter.com
    YouTube www.yourtube.com
  • 79. Tools
    Addthis - www.addthis.com
    Bit.ly - http://bit.ly
    Cotweet – http://cotweet.com
    Hootsuite - http://hootsuite.com
    Tweetdeck – http://tweetdeck.com
    Twellow - http://www.twellow.com/
    Internet Explorer add-ons http://www.ieaddons.com/en/
    Chrome extensions https://chrome.google.com/extensions
    Firefox add-ons https://addons.mozilla.org/en-US/firefox/
  • 80. Interesting web pages
    Facebook for Business - http://bit.ly/cJdmNk
    My Starbucks Idea http://bit.ly/aO80Xv
    What is Social Media Marketing? http://bit.ly/cc8Qqb
    Social Media ROI http://bit.ly/9UHD8R
    The best way to handle negative comments http://bit.ly/a5SoGR
    The six Twitter types http://bit.ly/9LImOE
  • 81. Pauline RandallFeel free to connect pauline.randall@virtual-e.co.uk
    Twitter accounts:
    @knowntiger
    @techiebrekkie
    @virtualewit
    @virtualeltd
    LinkedIn
    Slideshare
    flickr
    Scribd