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Social media guide


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Social media guide

  1. 1. Social media opportunities The ubiquitous PowerPoint presentation... Joel Lumsden – Attacat
  2. 2. What is social media? • Can you define it? • Where does it begin and end? • What constitutes social media? Does a blog?
  3. 3. What is social media?
  4. 4. What is social media? Whatever the platform, social media is about: • Conversation • Engagement • Great content It’s not about direct marketing – “pull not push” Long-term developments – building your brand prestige etc.
  5. 5. Success stories • LittleMissMatched odd socks • Attacat’s very own recruitment campaign
  6. 6. Blogging • Seth Godin and Tom Peters discussing blogging: “No single thing in the last 15 years has been more important to my professional life. Blogging is the best marketing tool bar none.” Tom Peters
  7. 7. Why blog? • Trust – brand and personal • Humanises the organisation • Promote yourself as an industry expert – comment on articles etc. • Interactive elements • Telling stories and engaging in conversation • SEO benefits – great, fresh, deep content
  8. 8. Why blog? Use as a syndication ‘hub’: • It’s all own your own site, so if Facebook disappears you’re OK! • Benefits tracking – everything coming back to your site • Link to all of your social sites/presences in one place
  9. 9. Tips The best ways to be successful: • Differentiate yourself and your business • Target an achievable niche and become the expert • Generate great content
  10. 10. Tracking and analytics • Google Analytics on your blog • Start tagging up your campaigns • URL shorteners • Facebook page insights
  11. 11. Why Facebook? • Huge user base • Public, searchable presence for your business • Links to your website • Keep connected to your customers • It’s pushed out to a wider audience – interaction is published in activity streams of fans
  12. 12. Facebook Personal profiles • Personal profiles are what you are likely to be familiar with...
  13. 13. Facebook personal profiles • With a personal profile you can make ‘friends’ with other personal profiles and people on Facebook. • If you are not a ‘friend’ of a personal profile you will usually see restricted information.
  14. 14. Facebook company pages • Company pages are very different to personal profiles.
  15. 15. Facebook company pages • Company pages are always fully visible once published – the content on the page is not restricted and you do not have to be a ‘friend’ to access it. • It is against Facebook guidelines to use a personal profile as a business presence, and if you do the account can be terminated at any point. It is therefore necessary to set up a company page.
  16. 16. Facebook company pages Likes of a page • It is not possible to befriend a page; instead you ‘like’. • ‘Like’ to see that page’s posts and updates as if they were a friend. • One-way, immediate – no need to confirm the ‘like’. • Page largely cannot directly communicate with ‘likers’ – all through updates and the wall.
  17. 17. User profiles and company pages • To achieve full functionality a company page needs to be ‘associated’ to a personal profile. • Not linked in any other meaningful way – fans cannot see admins or their personal profile. Company page User profileUser profile User profile User profile User profile Administrator Likes
  18. 18. Create a company page • When signed into a personal profile, visit and click the ‘create page’ button.
  19. 19. • Then create your ‘official page’ as a local business. Page name cannot be changed!
  20. 20. Edit your company page
  21. 21. Facebook posting • Post using the ‘what’s on your mind’ box • Posting links is a rich and useful feature
  22. 22. Link posting • Link posts will summarise the page text below the page’s meta-title and URL. • You can also choose a thumbnail image from the page. • You can also post photos, events and videos!
  23. 23. Plugins for Facebook • Link pages to Twitter • Link RSS feed from blog to notes / posts – • Static FBML for landing pages
  24. 24. Connecting with Facebook • Get initial followers/fans using your existing customers! • Facebook provides options for integrating other web activity with Facebook presence. • ns/like-box
  25. 25. Like box • Like box – ‘Become a Facebook fan’ immediately from within your own website • Like button – apply to individual website pages to help promote particular content
  26. 26. Custom URL • Once a page acquires 25 fans it will be eligible to claim a username at • Cleaner, shortened URL.
  27. 27. Why Twitter? • Communication • Telling stories and engaging in conversation • Trust – brand and personal • Humanises the organisation • Promote yourself as an industry expert – comment on articles etc
  28. 28. Twitter posting • Just type in 140 characters (including links)! • Posts are displayed within your ‘timeline’ on your profile. This is a list of the posts that you have made.
  29. 29. Reply, retweet, message Reply: • Not only be shown in your timeline, but will be highlighted to the user replied to. This encourages engagement and interaction. @username Retweet: • Repost another user’s post to the people who are following you. RT @username
  30. 30. Reply, retweet, message Message: • Messaging will send a private direct message to the desired recipient; will not show up in timelines. Hashtags: • Text elements added to posts to indicate they are about a particular subject. Often spread quickly in Twitter.
  31. 31. Following • Following people means that their updates show within your Home timeline. • Following users encourages interaction increases the chance of them following you. • Find people using Twitter search, Twellow and TwitDir.
  32. 32. Tweet shortening • To save space in tweets links are shortened. • Using shortening services like you can track a tweet’s ‘reach’ and popularity. • Twitter client dashboards also have integrated shorteners.
  33. 33. Why LinkedIn? • LinkedIn is a professional social network – consider it an online business-to-business networking space. • Great way to keep in contact with colleagues and associates and promote your company.
  34. 34. Why LinkedIn? • Stay in the minds of your contacts and customers • Recruit • Keep your friends close and your competition closer • Convince potential customers of your expertise by sharing unique content • Network with peers in your industry for repeat business referrals • Win new business by answering questions in your area of expertise • Tap into the experience and knowledge of your ‘peers’ - crowdsourcing
  35. 35. Why LinkedIn? • Build your industry network • Find the right vendors to outsource services on which you’re not an expert • Keep in touch with people who care most about your business • Acquire new customers through online recommendations and word of mouth • Promote events
  36. 36. LinkedIn Your profile • 1895 characters to create your LinkedIn profile. Add past places you have worked, higher and further education, activities and professional memberships. • Have a good, professional photo – part of your personal ‘brand’ • Professional headline – you job title, but include keywords and make it stand out.
  37. 37. What can I do? Your activity • Update your profile with your activity, keep occasional and important. Get recommendations • Case studies for your business. • Recommend those you’ve worked with.
  38. 38. Connections Connections • Search for people you have worked with etc. They will be able to see your connections when connected! • Import your address book • Send invitations to people met and events and networking • Use your existing connections to request meetings with people you’d like to meet face-to-face • Remember to personalise your connection requests
  39. 39. Groups Groups • Join to extend your range of targeted networks and contacts within LinkedIn. • Professional bodies • Monitor the activity of competitors? • Set up your own group? • Engage: Q&As, influence as an industry expert
  40. 40. Business pages Business pages • Setup at • Gather staff and company info, display your expertise, blog posts. • Post job vacancies and new starters. • Follow other companies.
  41. 41. Social media clients • Use Hootsuite, Tweetdeck or other clients to manage your posting. • Hootsuite allows for management of Twitter, Facebook and LinkedIn posting. • Search columns so you can see what’s being said • Easy shortening and analytics integration
  42. 42. Posting tips • Establish guidelines on what content can be posted on a consistent basis. • Define a publishing schedule for content. Vary update types (status update, links, photos). • Remember most interaction and comments from users happen within a day of posting. • Use Hootsuite or TweetDeck to manage your posting across multiple social media platforms.
  43. 43. Posting tips • Represent the personality of your brand; sound human. • Get involved with the community – get to know followers, share your passion without sales pitches. • Share content posted by others to encourage interaction, good will and follows. • Negative comments? Build a community to defend your brand. • Encourage users to become fans/followers with incentives.