Social Media – Engaging your Customers
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Social Media – Engaging your Customers
- 1. Social Media – Engaging your Customers Nina Goodwin @Cosmic_UK
- 3. Housekeeping • Fire alarms and exits; • Mobile phones/tablets; • Toilets.
- 4. What is Get up to speed? • Fully funded business and community support alongside roll-out of superfast broadband • Helping to ensure we all make the most out of the superfast broadband • Delivered by Cosmic Peninsula Consortium
- 5. Introductions Please introduce yourself to the rest of the group; your business and your expectations from this workshop.
- 6. So what’s changed in business?
- 23. Be Social
- 24. Listen Google Alerts Twitter Feedly Share & converse Twitter Facebook LinkedIn Pinterest Newsletter Content creation & Broadcast You Tube Blog Flickr iTunes/podcasts Community building Forum Facebook Groups LinkedIn Groups Virtual worlds Social media engagement ladder Less time More time
- 25. Listening
- 26. 1. The Law of Listening Success with social media and content marketing requires more listening and less talking.
- 27. Listening Use Social media as a highly effective listening device • Colleagues/staff • Journalists • Peers • Competitors • Influencers
- 29. Hashtags Industry specific #HolidaysInDevon #Holidays #Watersports Geographic specific #Somerset #NorthSomerset #Weston Media specific #JournoRequest #PRRequest
- 31. #journorequest
- 34. Create lists
- 36. Add to a list • Click on their profile • Click on the gear icon • Click add to list
- 40. Feedly
- 41. Feedly blog collation what inspires you?
- 42. Flipboard
- 43. • Listen for sales opportunities • What’s the best way to…? • How do I …?
- 44. Share
- 47. 2. The Law of Reciprocity You can’t expect others to share your content and talk about you if you don’t do the same for them……………….
- 48. Be part of the community • Sharing content helps you to ‘be part of a community’ • Amplifying content • Helping person who created the content – they will reciprocate • Can maintain an independent point of view – you can be seen as a content ‘curator’ it’s not all about you • ‘Here’s something someone else says – what do you think?’ Helping stimulate conversation
- 49. Be an Informer Researchers at Rutgers University found that only 20% of us are informers on social media, while the other 80% are meformers. Informers had more 2x followers of meformers. Sharing information is better for your follower count than sharing about yourself.
- 50. Follow content worth sharing Step 1 – follow content worth sharing
- 51. Step 2 – share or retweet
- 52. Follow content worth sharing
- 53. How do you find influencers?
- 54. How do you find influencers? • Huffington Post 99 • The Guardian 99 • Accuweather 63 • BBC Radio1 94 • BBC News 83 • BBC Weather 70 • BBC Breakfast 79
- 55. Who are the influencers in your industry
- 58. Content creation
- 59. 3. The Law of Content Quality trumps quantity.
- 61. Why Content Marketing? • Increase in engagement • It’s favoured by 68% of customers • On average it generates 54% more leads • Some businesses have seen a 30% increase in Sales with Content Marketing (Zappos) • More than half of B2B marketers plan to increase their content marketing budget in 2015. • 70% of B2B marketers are creating more content than a year ago.
- 62. Images Web pages What is content? Archived content Blogs Infographics Podcasts Explainers Video
- 63. Adapted from ‘Media Cloverleaf’ by Richard Edelman ‘Content first’ strategy ‘Tradigital’ E-news Forums Digital magazines Traditional Media Press Social networks Facebook Twitter YouTube LinkedIn Website Responsive design Mobile enabled Owned Content Video, blogs, photos
- 64. Who are your customers? YouGov profiler
- 65. Become a storyteller Make it visual, engaging, emotional Visual content
- 66. How does it make you feel?…. Where is the product?....
- 67. First seen through E-newletters… Then Website Then TV
- 68. Photography ‘images catch our attention, our attention and are digeste faster than text’ @stacey
- 69. iPhone Photos
- 71. Video please • 1 in 3 Millennials watch online material and virtually no broadcast TV
- 73. Customer support Creating video content for customer retention & staff engagement and training: Sony Xperia have created a YouTube channel of all their support and advice guides.
- 75. 6 week content planner w/c --------- --- 1 2 3 4 5 Planned events/seas onal fixtures Video Photos Blog Facebook Twitter Pinterest
- 77. • Schedule posts for most popular times of the day • If you schedule – don’t forget to be available for responses • Work with your planned business activities • Think about seasonal opportunities • Create your own opportunities!
- 78. Create content with brand alignment • Improve brand penetration – New age, audience – Different audience • Align your brand with other similar brands • Tell people your brand story
- 79. Mulberry – ‘hand crafted in Britain’ brand Commissioned a series of focusses on similar brands • Wedgewood • Aston Martin • Mackintosh Saying – ‘we are like these brands’ #mulberryteacup
- 83. • Highlight your expertise • Show off your opinion • Start to gain followers in the sector • Influence purchasing decisions at the right level
- 86. Think before you post!!!
- 87. Make Managing Your Digital Reputation A Priority!!
- 89. 8 KPIs for social media 1.Number of Fans and Followers - Basic but important – how many followers, new followers and equally important unfollowers 2. Demographics and Location – What’s the % males, females, where are they based what time do they use SM, what are their interests 3. Number of active followers – Active users is a really important indicator as you want relevant and influential people who actively interact and engage with your company. 4. Likes, Shares and re-tweets– Are your posts relevant and interesting to your followers? What % of posts have interactions. IF not change engagement strategy 5. Number of comments - Are you engaging in two way conversation and what’s the speed of response 6. Number of mentions – How often are people interacting with you? 7. Traffic back to website - % of traffic from social media 8. Your Klout Score - Your overall influence in social media
- 90. Likes Comments and Shares
- 91. insights
- 92. detail
- 93. Demographics
- 94. Listen Google Alerts Twitter Google Reader Share & converse Twitter Facebook LinkedIn Pinterest Newsletter Content creation & Broadcast You Tube Blog Flickr iTunes/podcasts Community building Forum Facebook Groups LinkedIn Groups Virtual worlds Social media engagement ladder Less time More time
Editor's Notes
- Cosmic is an IT and consultancy business. We are based in Honiton, East Devon. Our services are designed to support and improve the use of computers, internet and other digital technology, including websites, IT training, technical support and consultancy. We are a social enterprise, continually involved in a range of projects, such as the Connecting Devon and Somerset, which achieve meaningful social impact for individuals and organisations across the South West. I met Ursula at the North Somerset Tourism Conference, where she asked me to come in and deliver a short workshop on social media and future developments for the benefit of the council. I hope you find today enjoyable and please feel free to ask any questions.
- Get learners to introduce themselves; Write up expectations on a flip chart; explain which will/will not be met. 30 seconds…….
- Old days You were in control easier to measure Cutting out newspaper stories etc
- Now called ‘splinternet’ Bonus is that its Measureable Fragmented rapid And it is Two way
- This is some data collected by a company called we are social; highlight in this is the average daily use of social media via any device, a staggering 2.13 per day. We nowadays spend more time on the internet (using are PC or tablet) then we do watching the TV.
- These platforms continue to capture significant interest from users a trend reflected in their huge active user bases: It also appears that social media is now an engrained part of the lives of people across different demographic groups. This increased ubiquity may result in some changes to the specific demographic bases of individual platforms, but even if people’s habits are changing, it appears that people are moving from one social platform to another, rather than deserting social media in its entirety. If we look at the orange, which are social networks Facebook is still the most popular at 43%. How many of you have a Google+ account? How many actually use there Google+ account? How many actually use there Google+ account? Third most popular, continue to grow. What is interesting is the use of messaging apps. Families/Friends are using these messaging apps to speak with each other, groups with similar interests. This is the way our behaviour is changing. How can business adapt to use these messaging apps? Are behaviour is moving towards interest/common interest.
- Facebook is still the biggest kid on the block – will Google+ surpass this by 2016 – Jeff Bullas 1.15 billion Facebook users – 23% of Facebook users login at least 5 times per day Handout – Explain handout. There is a cool tourism workshop. Nice to go through and see how it works. Ask yourself is this for me? Met Office as an example – What is your goal? Awareness? Reasonably up to date – 1.3 billion. E-Consultancy, social media examiner send out regular to do. No wrong and right just do what you want to do. Ed Millaband #rubbishtorygovernment What sort of relationship do you want with your customers? FB restricting what you can see – people will see 10% - boost post – better user experiences. Harder to do for free. Need to get people to comment Share and like examples/competition – come up with compelling and entertaining content. Content creation later on. – What are your competitors doing? Fabulous for learning. Radio advert as an example – emotion and repetition cause memories. Have to get people to feel? Lots of story telling
- 550 million registered users Fastest growing network – 44% growth between 2012-2013 215 million active users Twitter are changing – what we like to see. Very immediate. No rules, lots of opinions. Late 30’s/40’s. Teenagers moving away from FB. Twitter will shrink links to 22 characters (23 with a space) Pro’s and con’s – favourite channel it’s where I get my news.
- Instagram has changed to a must have 200 million monthly active users 60 million photos posted daily – 1.6 billion likes every single day; # are an important discovery method; gain exposure to niche groups and relevant areas of interest young demographics
- Don’t allow access to your inbox Networking tool for B2B Initial set up was for recruitment – online CV Nickname for LinkedIn is FB for adults
- 20 million active monthly users a month Pinterest more popular than twitter Women are four times more likely to be users than man Bride scenario – can set up a board, search internet and then pin the photo to cork board. Stays there, not stealing anyone’s photos. Decision. Because you have pin from a website link back to that website – really important to have good images. Second place for driving traffic to websites – helping to drive traffic. Understanding how people might be using these sites. User, pins and boards. Search function – follow boards and people or pinners. Permission to post on boards – need to give permission.
- 40/50 million users – purely mobile can view online. Still involving – Jane Sharp Vine is a short-form video sharing service. Founded in June 2012, it was acquired by microblogging website Twitter in October 2012, just prior to its official launch. The service allows users to record and edit five to six-second long looping video clips, and to "revine", or share others' posts with followers. Some Vines are revined automatically based on what is popular. The videos can then be published through Vine's social network and shared on other services such as Facebook and Twitter. Vine's app can also be used to browse through videos posted by other users, along with groups of videos by theme, and trending videos Fun place to be – Oreo Example Talent agency
- Launched in 2011 – so fairly new to the social media platform; 100 million active users; 70 % female users; 400 million snaps per day; 71% under the age of 25; Take a photo and video and send to your contact – has a life 1-10 seconds. Brands starting to use it – maximum 10 seconds – could be such a powerful tool
- Google have cornered search and video. 1-3 millenniums watch no broadcast TV
- Help to climb rankings for search engine. 12 million blog via social networks; 77% adult users read blogs;
- Not very intuitive. Important to understand from our users point of view. There are now over 1 billion with Google+ enabled accounts 359 million active users Growing by 33% per year Age bracket – 45-54 year old bracket increased it usage on Google+ by 56% Around for less than three years – got the backing of Google.
- http://www.entrepreneur.com/article/218160
- Colleagues –can you collabarate, do you know what they are working on – Twitter using # for your business or Yammer – internal Twitter Employees – what are they saying, are they doing well online? Are they working for your benefit Peers – What about other leaders in your industry – here and in the states side, what about the thought leaders in your industry ? Competitors – who are they?
- Google Alerts – allows you to monitor the web for interesting new content; Options to set up: How often (daily/weekly), sources, region, how many (best results), deliver to.
- Helen Botterill, Kingwood rose example working from a shed in the back garden – ended up with a 4 page spread in county living magazine and on website. Instagram - #PicOfTheDay How we are using and how you might leverage this for your buisness. Negative of Twitter: Bing example – Microsoft
- Influencers Fern Cotton In style magazine
- #journorequest – Country Living, Small Business Sunday, Great Interior Design Challenge Selling all over the world Now most of stock sold on Facebook
- Tour AROUND TWITTER TOO IF NEEDED
- No makeup selfie – march 2014
- Power of the share Facebook research shows that 150 followers 35,000 people could see it This image demonstrates how quickly and exponentially information, advertisements, ideas, etc. can be spread by utilizing social media. It is also a great depiction of how a Youtube video can go viral, propelling its creator to fame, even it is often short lived. When applying the concept to business, it is clear how a good business idea such as Starbucks receiving customer suggestions and ideas can spread so rapidly. A good idea will spark interest and interest will lead to sharing. With so many users on sites such as Facebook, Youtube, and Twitter, the sharing occurs at an incredibly fast rate. A recent example of this sort of viral phenomena is littlefriendsphoto.com a one man pet photography business in Los Angeles
- hootdsuite
- average 12 million views a month and 6 million subscribers (that’s 26 times higher than British Vogue!). Teen awards 2014 vlogging Make up tutorials Movie Bullying You tube tv advert 6.5 million followers
- Content Marketing provides the content for social media – and social media amplifies the content. Content Marketing creates relevant content on your website and gives inbound links to your website making your SEO better
- www.business2community.com
- Used on 6 different channels – including websites blog e-newsletter
- River cottage
- Create excitement…
- Show the video – this video footage was then used Content first strategy You tube Show the video – this video footage was then used Not professionally filmed just on smartphone Embedded advert Put in newsletter Used same content through all communication channels
- http://www.youtube.com/watch?v=Ld7x1gz4Hzk Sony xperia now has its own you tube channel with self support videos. This has reduced their need to customer service as people can fix themselves
- The teacups were sent with the invites to London Fashion week - The invites even had their own hashtag, #mulberryteacup, which was mentioned in 147 posts. This was the most talked about and engaged social media throughout London Fashion weelk
- Mud sticks
- http://www.impactbnd.com/8-social-media-kpis-you-should-track-and-monitor/
- Use the benchmark tool