Social Media Workshop


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Social Media Workshop

  1. 1. Social Media Real ways to engage with your customers … .in 10 minutes a day………….
  2. 2. Social Media – Don’t get it? <ul><li>Making the shift from </li></ul><ul><ul><li>Selling </li></ul></ul><ul><ul><li>to </li></ul></ul><ul><ul><li>helping people buy </li></ul></ul>
  3. 3. Need convincing? <ul><li> </li></ul>
  4. 4. What is social media? <ul><li>About making connections with real people </li></ul><ul><li>Creating conversations </li></ul><ul><li>Participating </li></ul><ul><li>Massive, huge, big…. </li></ul>
  5. 5. What social media isn’t <ul><li>Quick sure-fire way to more sales </li></ul><ul><li>Effortless, but it is easy </li></ul><ul><li>Shouting…..Don’t go to a party and just talk about what you do </li></ul><ul><li>‘ Social’ part of social media </li></ul>
  6. 8. Real Social Media <ul><li>Strategy </li></ul><ul><li>Introduction to </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><li>Integration </li></ul><ul><li>Promoting your hard work </li></ul>
  7. 9. Inspiration
  8. 13. Inspiration…… <ul><li> – Let’s visit the website </li></ul><ul><li>3 million unique visitors a month </li></ul><ul><li>Social media, </li></ul><ul><ul><li>68,000 followers on Twitter </li></ul></ul><ul><ul><li>50,000 fans on Facebook </li></ul></ul><ul><ul><li>11,000 subscribers to their channel on YouTube, </li></ul></ul><ul><ul><ul><li>demonstrating items </li></ul></ul></ul><ul><ul><ul><ul><li>proximity-meter t-shirts </li></ul></ul></ul></ul><ul><ul><ul><ul><li>fake-blood-filled, gummy heart for Valentine’s Day </li></ul></ul></ul></ul>
  9. 14. So what do they do so well? <ul><li>Engage, don’t sell </li></ul><ul><ul><li>customer retention, not customer acquisition </li></ul></ul><ul><li>Speak their customers’ language(s) </li></ul><ul><ul><li>posted an update on their wall — in BINARY CODE </li></ul></ul><ul><li>Be human </li></ul><ul><ul><li>“ Operation Guillaume” </li></ul></ul><ul><li>Allow their customers to express themselves </li></ul><ul><ul><li>product features customer “action shots” showing the product in use. </li></ul></ul><ul><ul><li>“ Techie Haiku” </li></ul></ul><ul><ul><li>video contest for owners of ThinkGeek’s Electronic Guitar Shirt </li></ul></ul>
  10. 15. <ul><li>Unashamedly meet their audience’s needs </li></ul>
  11. 16. Social Media media
  12. 17. <ul><li>Blogs </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul>
  13. 18. Blogs
  14. 19. Blogs <ul><li>Online journal </li></ul><ul><li>Blogs help to build your reputation </li></ul><ul><li>As well as getting links to your site </li></ul>
  15. 20. A thousand words – all about images… not about kodak products
  16. 21. Great blog on crafting
  17. 26. Setting up a Blog <ul><li>On your website or off? </li></ul><ul><li>On for content </li></ul><ul><li>Off for in-bound links </li></ul>
  18. 27. <ul><li>WordPress, Blogger </li></ul><ul><li>Sign up, choose your title wisely </li></ul><ul><li> </li></ul><ul><li>Choose your theme </li></ul>
  19. 28. Try Wordpress
  20. 29. <ul><li>Just start writing </li></ul><ul><ul><li>Delete or edit your posts </li></ul></ul><ul><ul><li>Just have a go in isolation </li></ul></ul><ul><li>Use your ‘inspiration’ mentor </li></ul>
  21. 30. What to use your blog for <ul><li>Retention </li></ul><ul><ul><li>Customer updates </li></ul></ul><ul><ul><li>Product enhancements </li></ul></ul><ul><ul><li>Customer feedback, interviews </li></ul></ul><ul><ul><li>Funny stories </li></ul></ul>
  22. 32. <ul><li>Sales </li></ul><ul><ul><ul><li>Keyword rich content </li></ul></ul></ul><ul><ul><ul><li>The secret of great weddings </li></ul></ul></ul><ul><ul><ul><li>Top tips for choosing your wedding venue </li></ul></ul></ul><ul><ul><ul><li>Things you never knew about organising a wedding </li></ul></ul></ul><ul><ul><ul><li>Safety and risk of wedding planning </li></ul></ul></ul><ul><ul><ul><li>Part 1 part 2 part 3 part 4 </li></ul></ul></ul>
  23. 33. <ul><li>Sales type of blog </li></ul>
  24. 34. How often? <ul><li>Once a week is good </li></ul><ul><li>Plan the next 4 weeks in one go </li></ul><ul><li>Write it in your diary </li></ul>
  25. 35. Content Creation <ul><li>‘ What am I going to write about today, and tomorrow and next week?!’ </li></ul><ul><ul><li>Customer interviews </li></ul></ul><ul><ul><li>Photos of team out and about </li></ul></ul><ul><ul><li>Short video clips </li></ul></ul><ul><ul><li>Uploads </li></ul></ul><ul><ul><li>Special offers </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Review related products </li></ul></ul>
  26. 36. Content - recycling <ul><li>‘ I don’t have time. I can’t write. I hate writing.’ </li></ul><ul><li>Rewrite for an external audience </li></ul><ul><ul><li>employee manual/instructions </li></ul></ul><ul><ul><li>procedures or instructions for your staff: How to assemble the Widget 9000, Quality control for manufacturing </li></ul></ul><ul><ul><li>Do’s and don’ts when working with clients </li></ul></ul>
  27. 37. How to recycle <ul><li>Why readers would care about it? </li></ul><ul><li>Internal copy… </li></ul><ul><ul><li>Make sure the front wheel is tightened completely before you put the bicycle out on the floor. </li></ul></ul><ul><li>Rewritten / Recycled Version…… </li></ul><ul><ul><li>20% of bicycle accidents happen because some part of the bike wasn’t properly installed. The front wheel is a common culprit, so make sure the front wheel is part of your pre-ride safety check. </li></ul></ul>
  28. 38. How to get people to read? <ul><li>Rss feeds to your website </li></ul><ul><li>Rss feeds to news feeds </li></ul><ul><li>Keyword rich – search engine, narrow phrases </li></ul><ul><li>Interesting content </li></ul><ul><li>Link from forums, other blogs, </li></ul>
  29. 39. Two way conversation <ul><li>Research other blogs related to your business </li></ul><ul><ul><li>Learn from them, comment </li></ul></ul><ul><ul><li>Ask them to link to you </li></ul></ul><ul><ul><li>Ask them to review you </li></ul></ul><ul><ul><li>Google - Blog </li></ul></ul>
  30. 41. Facebook Founded Mark Zuckerberg in 2004 - college networking site ‘ thefacebook’
  31. 42. Facebook Facts… <ul><li>400 Million Global Users </li></ul><ul><li>Third-largest country in the world </li></ul><ul><li>55 minutes every day on Facebook </li></ul><ul><li>Average Facebook User </li></ul><ul><ul><li>Has 130 Friends </li></ul></ul><ul><ul><li>Fans 2 Pages per Month </li></ul></ul>
  32. 43. What can you do <ul><li>Post news </li></ul><ul><li>Email friends </li></ul><ul><li>Chat </li></ul><ul><li>Upload photos, share links </li></ul><ul><li>Create events </li></ul><ul><li>Read friends’ news and comment, like or share </li></ul>
  33. 44. How to use it for business? <ul><li>Helps change customers into ‘advocates’ </li></ul><ul><ul><li>Share your news, events, promotions with your ‘fans’ </li></ul></ul><ul><ul><li>Allow fans to interact </li></ul></ul>
  34. 45. Group Vs Page <ul><li>Groups </li></ul><ul><li>Common cause, express opinions </li></ul><ul><li>Can adjust security settings </li></ul><ul><li>Send out messages to the whole group inbox </li></ul><ul><li>Wall posts include your contact details </li></ul><ul><li>Members can share with one another from the group and any group member can also send bulk invites to the friends of his – viral marketing </li></ul><ul><li>Anyone can set up a group </li></ul>
  35. 47. Page <ul><li>Fan Page </li></ul><ul><li>Only set up if you own the brand </li></ul><ul><li>News feeds  Fans Status updates </li></ul><ul><li>Fan pages are visible to everyone in FB, can be searched AND are indexed – no privacy setting </li></ul><ul><li>Separate personal and business FB </li></ul>
  36. 49. News feed
  37. 50. <ul><li>Any brands you like? </li></ul>
  38. 51. Create a page for your business <ul><li> </li></ul>
  39. 53. <ul><li>Create a page, don’t publish it yet. </li></ul>
  40. 54. Advertise on Facebook
  41. 55. Twitter Power Tweets, Twitterings, Twitterers
  42. 57. Twitter <ul><li>… . ‘What are you doing now?’ </li></ul><ul><li>140 characters – micro blogging </li></ul><ul><li>Every post is called a ‘Tweet’ </li></ul><ul><li>Aim of twitter Build Relationships </li></ul><ul><li>No rich media content to support it </li></ul>
  43. 58. Communication tool <ul><li>Sends your updates to people who want to receive them </li></ul><ul><li>People follow you, you follow them, their posts appear in your home page </li></ul>
  44. 59. Headline successes <ul><li>Past successes include </li></ul><ul><ul><li>Red cross – text to twitter in remote locations </li></ul></ul><ul><ul><li>Mumbai bombings </li></ul></ul><ul><ul><li>Arrested - Freed </li></ul></ul>
  45. 60. How do people use Twitter? <ul><li> </li></ul>
  46. 61. Business context <ul><li>Brand Extension </li></ul><ul><li>Customer service </li></ul><ul><li>Promotional </li></ul><ul><li>Promote yourself as an expert </li></ul>
  47. 63. What can you use Twitter for? <ul><li>1. Searching </li></ul><ul><li>Type in anything into twitter search </li></ul><ul><ul><li>Question </li></ul></ul><ul><ul><li>Ideas for writing </li></ul></ul><ul><ul><li>Something you know a lot about </li></ul></ul>
  48. 65. What can you use Twitter for? <ul><li>2. Follow </li></ul><ul><ul><li>People you know – click on ‘find people’, look at suggestions, email import and browse </li></ul></ul><ul><ul><li>People you don’t know – experts, famous people, establishments </li></ul></ul>
  49. 69. What can you use Twitter for? <ul><li>3. Reply and Retweet </li></ul>
  50. 70. What can you use Twitter for? <ul><li>4. Telling people what you are doing…. </li></ul><ul><ul><li>Assert your knowledge </li></ul></ul><ul><ul><li>Create a human face </li></ul></ul><ul><ul><li>Just for fun </li></ul></ul><ul><ul><li>Conference, event during the event </li></ul></ul>
  51. 71. How to build a following <ul><li>Use search to look for top 10 experts in your industry </li></ul><ul><ul><li>look at how many followers they have </li></ul></ul><ul><ul><li>See how often they post </li></ul></ul><ul><ul><li>Follow </li></ul></ul>
  52. 72. What then happens? <ul><li>Sometimes, follow you back automatically… </li></ul><ul><li>Read their tweets </li></ul><ul><li>Reply to a tweet - people will see you are replying to an expert – see you have something to contribute </li></ul><ul><li>If they reply…. </li></ul>
  53. 73. Then? <ul><li>Send them a personal message – if you have a special request, point to something he might find useful </li></ul><ul><li>Remember to share, give more that you take </li></ul>
  54. 75. How to sign up <ul><li> </li></ul><ul><li>Click 'Sign up now’ </li></ul><ul><li>Enter your full name </li></ul><ul><li>a username * be careful </li></ul><ul><li>password and email address. </li></ul><ul><li>Click 'Create my account’ </li></ul><ul><li>Start tweeting! </li></ul>
  55. 76. Username - searchable <ul><li>Your username is important </li></ul><ul><li>Your name – no long names or numbers </li></ul><ul><li>Your website url </li></ul><ul><li>Or your product </li></ul><ul><li>Or type of service you are in </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  56. 77. Steps 2,3&4 <ul><li>Ignore them. You have nothing to give them at the moment </li></ul><ul><ul><li>Search your hotmail etc contacts </li></ul></ul><ul><ul><li>Following anyone in your address book </li></ul></ul><ul><ul><li>Send a request to everyone you know that isn’t on twitter to set up an account </li></ul></ul>
  57. 78. Step 6 <ul><li>Ignore, click on Settings </li></ul><ul><li>Profile - More info URL… could be changed if you’re running a promotion </li></ul>
  58. 79. Your bio <ul><li>160 characters </li></ul><ul><ul><li>‘ professional desc1, professional desc 2, and professional desc 3 who likes to personal desc 1 </li></ul></ul><ul><ul><li>‘ Wedding photographer and portrait pro who likes to photograph his family at embarrassing moments’ </li></ul></ul>
  59. 80. Remember to keep changing <ul><li>Bio, can change to reflect your location or current project </li></ul><ul><li>Tweets are at the moment, bios can be longer time frame </li></ul>
  60. 81. Design
  61. 83. <ul><li>Want to do your own? </li></ul><ul><li> </li></ul><ul><li>Download a template </li></ul><ul><li> </li></ul>
  62. 84. Promoting your social media
  63. 85. Promote your social media <ul><li>Link on your website </li></ul><ul><li>Updates on your website Facebook Fan Box </li></ul><ul><li>Author Bio section on articles/blog </li></ul><ul><li>Email newsletters </li></ul><ul><li>Other social media profiles </li></ul><ul><li>Google Profile (Buzz) </li></ul><ul><li>  </li></ul>
  64. 86. <ul><li>Business Cards </li></ul><ul><li>Email Signatures, thank you emails </li></ul><ul><li>Advertisements </li></ul><ul><li>Offer freebies to followers – in your bio (Twitter) or in your description (Facebook) </li></ul>
  65. 88. Integration – 10 minutes a day <ul><li>Blogs  Twitter </li></ul><ul><li>SlideShare  LinkedIn </li></ul><ul><li>LinkedIn profile  Facebook </li></ul><ul><li>Facebook  Twitter </li></ul><ul><li>Blog  E-newsletters  Twitter  website feed </li></ul><ul><li>Twitter sidebar link to facebook/LinkedIn </li></ul>
  66. 89. Strategy ‘ the technology here is not the problem, that’s easy, it’s how you are going to use it’
  67. 90. Strategy – <ul><li>What’s the Point? What’s your primary reason? Sales or Loyalty? </li></ul><ul><li>2. What’s your relationship with your audience? </li></ul>
  68. 91. Strategy <ul><li>3. How does your audience use Social media? </li></ul><ul><li>4. What does your audience know about you today? </li></ul><ul><ul><li>Nothing, Aware of you, but never acted, Acted once, Repeat actions/enthusiasts, Advocate </li></ul></ul>
  69. 92. Strategy cont.. <ul><li>5. How will you be human? Get the emotional connection? </li></ul><ul><li>Share the things you ‘love’ </li></ul><ul><li>Give the human element </li></ul><ul><li>Don’t preach, or teach </li></ul><ul><li>Make it fun! Test your products/services, do videos of them </li></ul>
  70. 93. Strategy cont.. <ul><li>6. What social media strategies will you use? </li></ul><ul><ul><li>Twitter, Facebook, Blog, Flickr, LinkedIn </li></ul></ul><ul><li>7. How will you measure success? </li></ul><ul><ul><li>Qualititive and quantitive measures </li></ul></ul><ul><ul><li>referrals in Analytics </li></ul></ul>
  71. 94. But my product is boring… <ul><li>… Inspiration mentor… </li></ul><ul><ul><li>Cushions – Cath Kidston </li></ul></ul><ul><ul><li>Holidays – Alpine Elements </li></ul></ul><ul><ul><li>Coffee shop - Costa Coffee </li></ul></ul><ul><ul><li>Charity – Action Aid, Café Direct </li></ul></ul><ul><ul><li>Technology - O2 (Orange is rubbish) </li></ul></ul><ul><ul><li>Product selling – Graze </li></ul></ul><ul><ul><li>Let’s look at a few </li></ul></ul>
  72. 95. Summary <ul><li>Social media is as much about listening, supporting and helping </li></ul><ul><li>As it is about talking </li></ul><ul><li>Decide your strategy and give it 6 months </li></ul><ul><li>Enjoy it! </li></ul>
  73. 96. Questions