Visit Wiltshire Social Media seminar 131112


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Social Media presentation made by Dr Philip Alford to Visit Wiltshire members.

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  • Visit Wiltshire Social Media seminar 131112

    1. 1. The Digital Hub Visit Wiltshire Online marketing seminar Social Web Dr Philip Alford DIGITAL HUB Tel: 01202 961646 Twitter: 1
    2. 2. Agenda• Introduction• Why is social media important?• Some facts and figures• Setting the scene – where are you now and where do you want to be?• Where does FB fit into that?• Having a plan• Case studies/websites• Measuring what you 2
    3. 3. Introduction• Senior Lecturer at Bournemouth University specialising in digital marketing• Leading Digital Hub project• On Board of Visit Wiltshire Limited• Chairing Online Working Group• Commercial role with online marketing agency network: team/ 3
    4. 4. 4
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    6. 6. It’s influence is rapid Title and increasingSocial networking in Europe increased by 10.9% in 2010: Thehighest seen in any global region.75% of consumers don’t believe companies tell the truth in theiradvertisements: Consumers are increasingly turning to theopinions of other consumers for information.46.7% of consumers do write reviews and 29% of consumersconsider positive reviews as the most likely factor to make thembook a holiday online: 25-40% of people who leave a hotelwebsite do so to read an online 6
    7. 7. Social Media Revolution 2011 7
    8. 8. “Learning is like rowing upstream: not to advance is to drop back.” (Chinese Proverb) 8
    9. 9. Quick questionStarting from now, how many people willhave joined Facebook by the end of ourevent?> The 9
    10. 10. • Facebook• Twitter• Pinterest• LinkedIn• Blog• User reviews• Social bookmarking• AddThis• Flickr• YouTube• RSS 10
    11. 11. Social objects• Profiles in social network sites• Status updates in social sites• Blog posts• Tweets in Twitter• Pictures on picture sharing sites like Flickr• Social bookmarks• Videos on video sites• Presentations on Slideshare• etc. etc. etc… 11
    12. 12. Social WebDiagram adapted from the book “Social Media Marketing – An Hour A Day”, by Dave Evans 12
    13. 13. An Engagement Framework y Aw cac Suspect ar vo en Ad ess Pro er nc spe Influe ct Cu te Co s to ca m vo er Ad st nv rsi re e Int e on 13
    14. 14. Setting the scene• Where are you now? What online marketing are you currently doing?• Where do you want to be and why?• How are you planning to get there and what challenges do you face? 14
    15. 15. Social media objectives • What are your marketing objectives? • Increase page rank of your web site • Raise brand awareness • Understanding how consumers perceive your brand, and what terminology they use to discuss it • Drive people to register for your newsletter (integration with email marketing) • Promote specific events • Improve service through customer feedback • Gathering ideas for new products and marketing campaigns • Word of mouth and 15
    16. 16. Facebook • A status update! 16
    17. 17. How to?• Get involved• Listen and watch• Converse• Add value• Engage• Build trust• Build 17
    18. 18. The importance of a Social Media marketing planFor an effective marketing plan it is important to think about 4 main concepts:• Attraction: How to draw people to your business• Retention: How to keep people coming back• Conversion: How do you get people from “like to buy”• Measurement: How to determine if any of this is 18
    19. 19. Setting up a FB pageWhat will the aims of your page be:• Engage your customers• Encourage them to leave reviews• Drive traffic to your website• An opportunity to add content about your 19
    20. 20. Setting up a page
    21. 21. Build your page To succeed with Social Media it is fundamental to have a content strategy and brand your profiles. This means: • Design your FB page along the same lines as your website for consistency • The exact dimensions of this cover photo are 851X315. • Read more: Create-a-Facebook-Business-Page-in-5-Simple-Steps-With- Video.aspx#ixzz2C26VgXUI • Bringing quality and relevant content – use the custom tabs on FB – e.g. FB events 21
    22. 22. Cover 22
    23. 23. Promoting your Facebook page• Add the link to your email signature (when you get 25 fans you can create a short link with just your brand name)• Add the link to your business card, brochures, leaflets, adverts, etc• Invite people to like your page – but choose your advocates first and make sure there’s lots of engaging content on there• Email people to build your audience• Sponsored stories• Keep your page fresh and tasty• Seed the link to the page in relevant Facebook pages• Identify relevant bloggers and make them aware of your page• Refer across channels e.g. Add a LIKE button on your website e.g.• Download free stickers: 23
    24. 24. Make your content 24
    25. 25. Engage & Retain Successful posts are: • Short: Posts between 100 and 250 characters get about 60% more likes, comments and shares • Visual: Photo albums, pictures and videos get 180%, 120%, and 100% more engagement respectively; e.g. video on generated 16 comments • Optimised: Page Insights help you learn things such as what times people engage most with your content so you can post during those hours • Build strong relationships by better understanding customers through listening and helping them. (Respond to comments and leads in a timely manner) • Recognise and promote members of your social 25
    26. 26. Engage & Retain• Be succinct, friendly and conversational• Ask questions or seek input• Give access to exclusive information and specials• Inform and educate where relevant• Be timely by posting about current events, holidays or news• Post at least 1 to 2 times per week so you stay top-of-mind and relevant to the people who like your Page.• Promote your posts (available to Pages with 400 or more likes): So for $5 we doubled our posts reach, received nearly a 24 percent increase in post engagement, and two additional page likes. Not too shabby at all. (• Failure to respond can cause churn of 15% of existing 26
    27. 27. ROI Conversion & revenue 27
    28. 28. ConversionFew things to take in account in order to improve your Social Media conversions:• Offer booking from within the FB page:• Enable email sign-up from FB page:•• Offer a secondary call to action (CTA) to persuade visitor to maintain a connection with you• FB Offers: 28
    29. 29. Measurement – FB InsightsMeasure the impact of your conversion is critical to see if you are making headway. Some suggestions for a simple and effective metrics are:• Start to use some traffic reporting software such as Google Analytic, FB insight (helpful short video at• Useful video by Hubspot:• Track your most popular links• Track how many followers and mentions your business get• Determine where your best traffic is coming from• Analyse by type of 29
    30. 30. People talkingPeople Talking About This measures user-initiatedactivity related to a Page, including posting to aPage’s Wall, “liking,” commenting, sharing a Pagepost or content on the Page, answering a Questionposed to fans, mentioning a Page, “liking” orsharing a deal or checking in at your 30
    31. 31. Privacy• Page admins never have access to an individuals personal data in Page Insights.• Page Insights gives Page admins a number of aggregate metrics, including: the number of people who like their Page, how many people see a post and how many people clicked on the post.• These metrics are created by logging and aggregating peoples activities related to the Page. The kind of activities logged include: seeing a post from a Page, clicking on a post or liking or commenting on the post.• Facebooks data retention policies require that the information collected that provides Page Insights are kept by Facebook, not Page admins. Of course, the Data Use Policy also determines how the logs are used.• We take a number of measures to make sure that these aggregated metrics remain non-identifiable. For example, demographics insights are only provided once 30 users are part of that demographic. Page Insights are also only available to pages with more than 30 likes.• Facebook doesnt use any data for Page Insights from people who dont have a Facebook account or who are logged out. If you dont want your anonymized data to be included in Pages Insights data, log out of your account when visiting the relevant 31
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    33. 33. UA case study 33
    34. 34. You will be exposed for not living your brand Live your brand, and ensure your employees do or you can be exposed socially, digitally and offline 34
    35. 35. 35
    36. 36. The Social Web• Can raise your profile• Can deliver more traffic• Can deliver better conversion rates• Can open up more conversation opportunities• Can help you build a better 36
    37. 37. Storytelling – getting Title among the heard noise Leaders engage with their stories of identity, stories of who we are and where we are going. Brands and organizations, the best ones, tell similar stories of identity, and they tell them often. Prof. John 37
    38. 38. • Telling a story via Facebook and integrating that with email marketing • 38
    39. 39. IMPORTANT QUESTION Why would I want to be engaged with my site on Social Media? 39
    40. 40. Contact details Tel: 01202 961646 Twitter: @philipalford Web: Facebook: 40