How to get business results from social media
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This presentation gives a brief overview of how social media can help your business and provides some hints and tips on how to get the most out of your social media activities. It stresses the importance of measuring social media (and in fact any marketing) and looks at tools like Hootsuite and Sumall. Got a question about this presentation? Drop us an email: evolve@revmarketing.co.uk or call us on 02476 610 054.
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How to get business results from social media
- 1. Top tips for getting the best results from social media Rosie Evans Rev Marketing
- 2. What is it and why should I care?
- 3. What is social media? • Websites and applications that enable users to create and share content
- 4. Popular social media platforms 1. Facebook – 900 million monthly visitors 2. Twitter – 310 million monthly visitors 3. LinkedIn – 255 million monthly visitors 4. Pinterest – 250 million monthly visitors 5. Google+ – 120 million monthly visitors
- 5. Benefits of social media • Speed • Reach • Your story • Their story • Google & friends • Website traffic • Reporting
- 6. Your audience and social media • They are already there! • What they want… – Valuable – Funny & entertaining – Interesting – Relevant – Timely – Polite & professional
- 8. Make a plan! • SMART goals: specific, measurable, attainable, realistic and tangible • Identify key dates • Target audience & influencers • Measurement • Tone of voice • Content: What, frequency, who, when?
- 9. The content calendar • Piggyback relevant events • Write a blog • Bulk schedule • Leave room for spontaneity and breaking news • Set yourself targets, eg: – 2 scheduled Twitter posts per day – 2 pieces of engagement on Twitter per day – 1 hour of engagement on Facebook per week – 3 photos on Facebook per week
- 10. Who? • Assign the responsibility • Give deadlines • Make the rules clear • Define your tone of voice • Junior team members
- 11. Hints and tips
- 12. Facebook • Visual but vary posts • Keep it short and sweet • Use @tags and #tags • Shorten links • Like and comment on other people’s content • Invite people to like or visit your page • Boost posts
- 13. Twitter • 140 characters incl. spaces, link & photo • Use @tags and #tags • Leave space for RTs, eg RT @EvolveWithRM = 16 characters • RT and reply to other people • Follow followers of competitors, suppliers, regional accounts etc • Meaningful engagement • Lists
- 14. LinkedIn: Personal • Headline & photo • Profile being complete and appropriate • Personality, passion, professionalism • What do the readers want to know? • Contact information • Tailored messaging and advanced search • Groups • What is the purpose of LinkedIn?
- 15. LinkedIn: Business Pages • Are they looked at? • How to expand reach • Frequency & updates • SEO
- 16. Blogging • Structure • Style • Topics • Deadlines • Monitoring • Writing for the web: reverse pyramid & F-scanning
- 17. Top tips 1. Be valuable and interesting 2. Share and engage with targeted people’s content 3. Listen and respond 4. Watch your competitors 5. Take advantage of opportunities – piggyback on existing campaigns 6. Measure!
- 19. Tools: Hootsuite.com • DO use it to: – Bulk schedule – Set up searches on your keywords – Monitor and engage with conversations – Shorten URLs – Identify popular content • DON’T use it to: – Send the same message across multiple platforms
- 20. Tools: SumAll.com • Use to monitor Twitter performance • See your reach and which accounts helped you achieve it
- 21. Tools: Facebook & LinkedIn • Identify: – Popular content – Best time and day to post – The demographics of your connections • Download your data from Facebook
- 22. What to measure • Use a traffic light system: – Red = reduced too far – Yellow = reduced but ok – Green = Improved
- 23. Questions?
Editor's Notes
- So many platforms – which do you choose?
- Facebook B2B B2C Visual content works best. Engagement with other accounts is crucial. Requires advertising spend to maintain reach. 2-3 x per week for B2B. Daily for B2C. Twitter B2B B2C Short, snappy tweets. Engagement with other accounts is crucial. Daily x 4 – break it down by scheduled and engagement posts. LinkedIn B2B Link with people you know, people who are in the same groups and people you would like to know. ALWAYS modify your connection message and add value – do NOT sell. Repurpose other content. Regular connections made and group activity. Pinterest B2B B2C Your business and personality in pictures. Great for SEO – remember to include a link to your website. Repurpose FB pictures. Share other people’s pins. Google+ B2B B2C Larger in US than in UK but good for SEO. Repurpose other content.
- Speed: react to your audience and your business. Social media is flexible and easy to post quickly. It does not require pixel perfect images. Respond and take advantage of opportunities. Reach: Make it personal! You can now reach more people individually than ever previously possible – and the best bit…they are there waiting to talk to you! Your story: Interestingly, as the world moves further and further online, market research shows people place more importance on knowing you – the faces behind your organisation. Social media is a way to get your story out there – show your credibility and build a rapport with potential and existing customers. Their story: But remember, social media is just that – social. It is easy to get sucked into simply talking about your story and quickly developing a ‘selfish’ profile, which will just get ignored – we’ll look at how we can combat this later. Google & friends: Search engines now take account social media noise. This means that a popular and continually updated social media profile can increase your rankings in search engines. Website traffic: Clearly one of your aims will be to drive traffic to your website with a view of generating leads for your business. Don’t be afraid to ask people to visit the website but ensure there is value and a clear message. Share something valuable or interesting as a status update and invite them to find out more on your website. Relevancy! Reporting: Social media is often referred to as fluffy as measuring its impact was originally impossible. There are now tools out there that help you measure effectively Choose a few metrics and ensure you consistently measure them. More on this later.
- The majority of people are now using some form of social media. They are already having conversations that you could get involved in.
- Smart goals: Reflect the overall business and marketing goals. Key dates: Relevant holidays, world days, sporting events, networking, exhibitions, events. Target audience: Who are you trying to reach, where are they, who can introduce you? Measurement: Identify key metrics for each platform. Tone of voice: This needs to be consistent with your brand but different platforms may require subtle changes. Content: Identify relevant content types and frequency for each platform. Who will be posting and when? Junior team members on social media…be clear, be strict, define the rules!
- Create a calendar of events that you could piggyback your content on – research their #tags etc Bulk scheduling allows you to spend dedicated time carefully crafting your core messages and then frees you up to respond and engage with people