I was recently asked to speak at one of the 'I Love Tring Retail' Shop Talks on the subject of social media for business - specifically aimed at the local retailers. This is a copy of the presentation.
Welcome Intro to APM Today here to talk to you about social media for your business Only got an hour including questions and answers, so fairly quick run through This is what we’ll be covering today
APM is a strategic marketing company and we’ve been in business now over 8 years.
We offer marketing consultancy, and social media makes up just one strand of our business as you can see here
The majority of our clients work with us as an outsourcing marketing department, but we also have a few clients who dip in and dip out as their business demands
So ….. Whats the point of social media, the ultimate goal?
Well it says it here: That your customers have a GREAT experience and LOVE the brand so much that they want to SHARE IT with others
If you think about your own attitude, whether on social media or not, if you work with a great business or have a great experience in a shop, we naturally want to share that information with others. And social media provides a ready made platform to do just that.
And because we’re all connected to people who are connected to other people, your REACH is a lot greater than just Tring High Street.
Social media therefore provides an opportunity, a tool, to engage with your customers online
So what does this mean to retailers like yourselves?
First - To improve a customers experience we can do this by making sure they are more satisfied and happier and we can do this in a number of ways at it says here.
Second - To build brand love, we do this by being relevant and engaging with customers online, with the right message at the right time.
As well as improving the customer experience, the data and insights that you learn from social media will provide key opportunities for your brand moving forward.
Hands up those of you who have a social media strategy? That’s great, no better way to ensure maximum success – so you can go home now right?
A social media strategy sets out clear indicators for you (and your team if you have one) as to what your social media will look like, which platforms you’ll use, the types of messages you’ll put out there and of course who you're reaching out to.
Ive identified here 8 steps for that process. We’re going to look in detail at just a few of these.
Goals, Platform Review
However, that doesn’t mean the rest aren’t important – because they will help you identify what your customers and competitors are already doing online, and will help you optimise your accounts and refine and develop your content.
The key is to define your critical success factors at the beginning, as part of the social media strategy. What these critical success factors will look like very much depends on what you as the business owner, wants to achieve from the social media. Here are some questions you need to ask yourself:
What are you looking to achieve: increase in website traffic? Increased online visibility? More interaction? Improved brand presence online? More sales?
How much time and effort are you willing to give to the social media activities?
- Will you be recruiting a member of staff? How much will they cost? Or will you need to outsource the activity?
Once you have the answers to these questions you can define the methods of best measuring and evaluating the outcomes.
So which platforms do you choose? And one or multiple platforms?
The key is to understand where your ideal customers ‘live’ on social media. And to do this, you’ll need to have a clear understanding of your target audience, so their gender, age, interests etc.
Are they mostly on Facebook?
Do they prefer to tweet or are they more B2B focused and spend their time on LinkedIn?
Once you have this knowledge, you can decide where to focus your social media efforts.
Equally reviewing Google Analytics will help identify where your website visitors have come from in terms of referrer sites.
There is no right or wrong answer to this. The answer will come through a detailed assessment of your target audience during the social media strategy phase.
To review your activity, you need to measure it which comes down to that fateful word… Analytics. So how useful are they really?
Well at the very least you will have invested time and effort in your social media activities, if not money…
So throughout your social media campaign, it is essential to review the analytics. Why? Well, you need to know whether your content is being read by your target audience and that they are interested in what you have to say. Poor quality content, sent out at the wrong time to the wrong audience, is worse than having no content at all. If you use a scheduling tool such as Hootsuite or Buffer there are a range of reports which will help you to analyse the social media performance, platforms too. The reports will provide information such as how many people reacted to the post, liked/shared and retweeted the post, the top performing post, increase in followers and so on. Don’t ignore the reports – they can help you to tweak your social media campaigns to achieve maximum success.
If you regularly receive stats from Facebook, Twitter and Instagram then it’s important to understand what these stats mean. You are looking for ‘reach’ and ‘engagement’. In simpler terms this means how many people saw the post, liked, shared, commented and re-tweeted the post.
Are you considering social media advertising? Ever wondered what the difference is between creating a Facebook ad campaign and boosting a post?
Before going into the detail it’s important to understand that Facebook provides a variety of ad formats these days. It’s important to familiarise yourself with these different formats by checking out the help pages on Facebook.
Examples include boosted posts, promote page, promote website, specific CTA
Goals can include: -Page Post Engagement -Page Likes -Website Clicks -Website Conversions -App Installs -Video View and more.
Once you choose your goal, you can begin setting up your campaign which includes more detailed targeting options such as age, gender, interests, and location. You then add a budget, the media type (ie video or image) and messaging. There are various call to action buttons to choose from such as Contact Us, Book Online, Shop Now, and so on.
Good no of followers already good for creating lookalike audience/mirror image
If you sell online, make sure it’s a simple process and ensure all of your platforms are optimised for mobile
CTAs – tell people what you want them to do, such as apply now, book online, contact us, learn more, shop now etc
Encourage customer reviews, don’t underestimate the importance both in terms of influence and SEO
Measure activity – as just mentioned – both within the platform and via Google analytics – paid for tool such as sprout social
Develop your content to meet the needs of your customers
Get personal to develop a deeper level of engagement
Create links to make it really easy for people to find what youre talking about
Create videos and use podcasts to add a different dimension to your posts, widen your net and attract a different audience
So any questions from anyone?
Social Media Strategy October 2017
Social Media for Business
25 October 2017
I Love Tring
Role of Social Media
Social Media Strategy
Social Media Tips
The Role of
Customers have a
and LOVE THE BRAND
so much they want to
SHARE IT with others
Ultimate Goal of
• Improve Experience
– Availability & delivery
– Shop environment
– Customer service
• Build Brand Love
– 3-way dialogue
– Contextual communications
– Loyalty & CRM
– Deeper social media engagement
– Occasion based brand activations
• Social Media Policy
• What are you looking to
• How much time do you
• How much do you want to
• Where do your customers
• Where are your products/
brands being talked about?
• What are your competitors
• Identify ROI (Return on
• Is your content being read?
• Is your target audience
interested in what you have
• What are your goals?
• Types of advertising formats
• To boost or not to boost!
• Lookalike audience
• Online selling
• Calls to Action
• Encourage reviews
• Measure activity
• Get personal
• Create links
• Videos and podcasts