Social Media 101: Using Social Media to Promote Rotary and Engage Your Community
Social Media Workshop_2015
1. - 1 -
The Inside Out Approach
SOCIAL MEDIA
Presented by: Prachi Tandon
Theories mentioned here is my understanding of Social Media by means of
hands on experience over the years.
2. - 2 -
Social Media Defined
Social Media Decoded
Social Media Optimised
Twitter
LinkedIn
Facebook
Agenda
4. - 4 -
“It differs from other areas of marketing only with respect to the
objectives of the marketer and his or her organization. Social marketing
seeks to influence social behaviors not to benefit the marketer, but to
benefit the target audience and the general society."
- Philip Kotler
Social Media - Defined
5. - 5 -
In simple words…
The process of
Communication, Connections, Collaboration, Contribution,
Content Creation and Sharing through the internet
9. - 9 -
The practice of engagement and conversation online
In as few words as possible
In as little time as possible
Across geographic boundaries
Social Media – Decoded
10. - 10 -
Identify the
target audience
Demographic &
Psychographic
segmentation
WHO
Identify the
topic
WHAT
Objectify the
topic
WHY
Identify
platforms the
content can
be shared on
WHERE
Know when
your
audience is
alive, online
and active
WHEN
Optimise your
reach
The power of
visuals
Tag! Tag! And
Tag!
HOW
The 5W and 1H of Social Media Marketing
11. - 11 -
DIALOGUE REACH PUBLIC RELATIONS
LOYALTY COLLABORATION
The Power of Social Media and What It Really Means?
17. - 17 -
Who is a content curator?
Consistently shares the most relevant content on a specific topic online.
He/she continuously generates content for an identified set of groups.
Therefore, organising, filtering and ‘making sense of information’ and
sharing the best piece of it in simple words for the audience to seek value
in it.
Content Curation
19. - 19 -
What should content really be?
VISIBLE
CREDIBLE
RELEVANT
Overcoming The Content Challenge by V.C.R.
20. - 20 -
• Quality Content
• Trust
SOCIAL JABBER
Too much noise
• Share unique insights
HIGHLY COMPETITIVE
ENVIRONMENT
The “know it all” syndrome
• Visually rich, interesting and thought-
provoking
VISUAL CONTENT
Visual relevance
Technical expertise
Copyright constraints
THE CHALLENGE THE CURE
Social Media Part I – The Content Challenge
23. - 23 -
Sense
Organise
sources
By topic- research
& discovery
By people-
credibility & trust
Process &
Assimilate
Evaluation
Develop your point
of view
Content Marketing Life Cycle (contd…)
24. - 24 -
Share
Be original –
don’t replicate
content
Repurpose –
evaluate the best
channel to
communicate
Schedule- consistency,
optimise performance and
reach
Share
Content Marketing Life Cycle (contd…)
25. - 25 -
Define Objectives Audience Topic
Organise
sources
By topic-
research &
discovery
By people-
credibility &
trust
Process &
Assimilate
Evaluation
Develop your
point of view
Share
Be original –
don’t replicate
content
Repurpose –
evaluate the best
channel to
communicate
Schedule- consistency,
optimise performance
and reach
Share
Sense
Seek
Content – The Force Multiplier For Knowledge
Transfer
26. - 26 -
Inputs
- Source of information
- Type of content
identified
Organisation
- How should the content
be organised:
~ List
~ Visual
~ Combination of both?
Social Media Platform
- Where should the
identified content be
shared?
Key Stages In Content Curation
27. - 27 -
IF CONTENT IS FIRE, SOCIAL MEDIA IS
GASOLINE
Think about it…
28. - 28 -
Social Media Engagement
Respond
Listen
Be
Proactive
Remember, your geographic location matters!
Social Media Part II – Engagement
29. - 29 -
What keeps
people
connected?
Organisation/
Industry
Families and
Friends
News, Trends
and Hot Topics
Interest and
Hobbies
How Are People Connected?
31. - 31 -
Be consistently frequent
Post valuable content
Post better, stunning pictures
Spend some time on social media
Follow (the leader!)
Share content
Interact and engage with the audience
Ways To Amplify Your Reach
40. - 40 -
Create a profile
Build your follower base
Appeal to the audience & have something to say – be relevant
Follow those who you want to follow you
Target thought leaders and companies
Develop your voice – Engage, Enlighten and Educate!
Short and sweet tweets
Build a twitter list
Use the #hash tag, but do not misuse the #hash tag . Tweet using industry hash tags
Tweet frequently and with relevant content
Remember to respond to tweets
TWITTER – Back To The Basics
41. - 41 -
Vacancies
Interesting insights
Instructional videos
Milestones
Latest updates and trends
Sharing provides value to the
audience
Demonstrates domain expertise
Creates better brand recall and
recency in the mind of your
followers
WHAT to broadcast? WHY broadcast?
Advanced Search
42. - 42 -
Twitter feed is a list of
tweets viewable on
your Twitter
homepage
The feed consists of
messages posted by
those you follow
Twitter Terminology – Feed
43. - 43 -
To read a person’s Twitter
postings, simply follow
them!
Following them will make
their tweets visible on your
Twitter Feed
Twitter Terminology – Follow
45. - 45 -
Open conversations via Mention/ Reply
RT’s are the more powerful tool on Twitter. Gives you the option to
share a tweet that you read with those that follow you
Communication On Twitter
46. - 46 -
Private Talks Via Direct Message
Communication On Twitter
47. - 47 -
This#is#not#how#it’s#done#
#Proper #hashtags are #ahead of the #words
What do you hash tag?
Relevant words and not everything
E.g identified topics #hospitality #news, hobbies
#swimming, #trekking or trending topics
#NepalEarthquake
Twitter Terminology – Hash Tags
48. - 48 -
“Tweets with images get 313% more engagement”
Engagement
@replies
Favourite
Mentions
Retweets
Pair Hash Tags Up With Relevant Images
49. - 49 -
The Power Engagement On Twitter Lies In The Images Used
Did You Know?
50. - 50 -
Group Discussions via #Tag
Communication On Twitter
51. - 51 -
Connect your business to what people are talking
about
With 500 million Tweets
a day and over 240
million active users,
people turn to Twitter to
bring them closer to the
things they care about
The ‘How To?’ Of Twitter Ads
52. - 52 -
Connect in context
On Twitter, people talk
about what they care
about and what’s
happening around them
right now, including your
business
The ‘How To?’ Of Twitter Ads
54. - 54 -
Listen and Learn
Grow and Succeed
How Of Twitter
55. - 55 -
The key to a successful Tweetup is to focus on something people are
interested in
Develop a thought leadership
Build A Community
Build Credibility
Develop Deeper Relationships
New Testimonials
Media Exposure
Lead Generation
Increased Sales
Live Chats – Tweet Up!
56. - 56 -
It’s the ultimate weapon
consumers have today
59. - 59 -
The leader in business- oriented social media network
Over 347 million users with 187 million unique visitors to
the website
From 200 countries and territories
And featuring over 170 industries
LinkedIn describes itself for filling in the demand for three
things:
Re-connect
Power your career
Get answers
What Is LinkedIn?
61. - 61 -
Networking – amongst the most powerful PR tools
Look for vacancies and current openings
Top trends and news
a. Tech trends
b. Q&A
c. Best practices
d. Opinion pieces
E.g.- Flipkart and Citi reformative maternity policies
Greece Crisis
Tim Cook’s statement on apples next steps
Why LinkedIn? (contd…)
62. - 62 -
PROFILE – Show people you are an expert
NETWORK – Expand your network
RELATIONSHIPS – Build deep relationships
The PNR of LinkedIn – For Individuals
63. - 63 -
A professional Photo.
Summary- An effective statement of purpose.
Stints with dates and a crisp note on key responsibility areas.
Education Summary
Extra- Curricular / Interest/Volunteering/Awards.
Contact details – Email, mobile phone
Endorse
Recommendations/Testimonials
Ideal Profile
67. - 67 -
THOUGHT LEADERSHIP IS EXPLOITING YOUR UNIQUE
POSITION IN YOUR MARKETS TO GENERATE VALUABLE
INSIGHTS AND ADVICE ON ISSUES YOUR CUSTOMERS AND
PROSPECTS
CARE MOST ABOUT.
No one else has
your perspective
in the market
Value is in the
eye of the
target/buyer
Because
YOU are
the expert
Their priorities,
not yours
LinkedIn – Building A Brand – For Your Company
68. - 68 -
Create your company page
Post company updates
Attract followers
LinkedIn – For Your Company
74. - 74 -
Source: RankingTheBrands.com
55% of the Top 100 Brands use LinkedIn to share company
updates in addition to job opportunities.
LinkedIn – Did You Know…?
75. - 75 -
MORE THAN
80%
OF LINKEDIN MEMBERS INFLUENCE BUSINESS
DECISIONS IN THEIR OWN COMPANIES
INFLUENCE
LinkedIn – Did You Know…?
77. - 77 -
How can I increase traffic to my Facebook page?
What can I do to keep my fans engaged?
How do I prove the ROI on my social media marketing
Facebook – The Focus
78. - 78 -
How Can I Increase Traffic On My Facebook Page?
79. - 79 -
Solve problems with photos
Post a simple image and a caption that shows fans the solution to a
problem or a way to improve their daily lives
What can I Do To Keep My Fans Engaged?
80. - 80 -
Give a shout-out to Your Customers
Use the fans’ content instead of your own to give your post a viral push through specific
communities that are close to the content creator a.k.a the target audience
What can I Do To Keep My Fans Engaged?
81. - 81 -
Keep them engaged with a question
Every customer wants to be heard and questions let them use their voice in the
form of comments
What can I Do To Keep My Fans Engaged?
82. - 82 -
Let them fill in the blank
Use a short sentence with one word missing to generate a significant amount of
comments, likes and shares
What can I Do To Keep My Fans Engaged?
83. - 83 -
Gather Votes With Like vs. Share
Ask fans to like a post to vote for option A, or share the post to vote for option B.
Because vote counts are visible, fans are motivated to participate
What can I Do To Keep My Fans Engaged?
84. - 84 -
Use Hashtags
For increased brand, product and campaign awareness that reaches a wider audience
What can I Do To Keep My Fans Engaged?
86. - 86 -
Measure Fan Growth
How often posts have been
seen
Likes, comments, shares,
and post clicks
Performance on Facebook
Facebook Insights – A Quick Look
