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.

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Rude Guide to Social Media

  1. 1. • Pauline Randall • Wendy Goucher
  2. 2. 1. Find out what is out there 2. Think about your customers 3. Find out what your competitors are up to 4. Metrics – keep measuring 5. Rinse and repeat
  3. 3. Male or female? Age Employment status Income Location Education Employment sector
  4. 4. Over 500 million users
  5. 5. 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.
  6. 6. • 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?
  7. 7. … how do you know when you’ve got to where you want to go?
  8. 8. • How visible is your website? • Do you need to improve its SEO? (search engine optimisation) • How visible is your business?
  9. 9. • 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?
  10. 10. • Google analytics - • Social Mention - • Google alerts - • Facebook metrics (on your Facebook page admin) • Tweetreach -
  11. 11. Saying something meaningful in 140 characters
  12. 12. • Public microblogging service where you can post updates in 140 characters • Use it to: • Gather information • Share information • Hold conversations
  13. 13. • 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?
  14. 14. •
  15. 15. •
  16. 16. • • • • - PR • - web design • - estate agent but not doing much • - estate agent • - hotel • - holiday lodges • - regeneration • - photography
  17. 17. • 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?
  18. 18. • Following people People you know Similar interests Similar business Target sectors Your followers (with some provisos) • Following people Celebrities unless you are REALLY interested in them Spammers Remember you can block people from following you
  19. 19. • 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.
  20. 20. • Respond to other people • Post links to useful content • Retweet other people’s tweets • Ask questions
  21. 21. • 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
  22. 22. • 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
  23. 23. Why you should have a profile regardless of your business size
  24. 24. • 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
  25. 25. • 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
  26. 26. Building your fan base
  27. 27. • 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!/help/?page=721 • Profiles are for people • Pages are for businesses
  28. 28. • 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
  29. 29. The Manage pages section lets you manage existing pages.
  30. 30. • 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.
  31. 31. • 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
  32. 32. Linking the networks
  33. 33. • 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
  34. 34. • 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!
  35. 35. • 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
  36. 36. • 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
  37. 37. • 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
  38. 38. • 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
  39. 39. • 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
  40. 40. • Bebo • Business Chamber • Delicious • Digg • Facebook – • Flickr • Foursquare • Friends Reunited • LinkedIn – • MySpace • Ning • Scribd • Slideshare – • Twitter – • YouTube
  41. 41. • Addthis - • - • Cotweet – • Hootsuite - • Tweetdeck – • Twellow - • Internet Explorer add-ons • Chrome extensions • Firefox add-ons
  42. 42. • Facebook for Business - • My Starbucks Idea • What is Social Media Marketing? • Social Media ROI • The best way to handle negative comments • The six Twitter types
  43. 43. • Twitter accounts: • @knowntiger • @techiebrekkie • @virtualewit • @virtualeltd • LinkedIn • Slideshare • flickr • Scribd