A talk on why social media is important to your business and why it matter to you. This talk includes: The state of the social media landscape Why customer complaints on social media aren't bad Hints and tips What tools you can use to effectively run your social media marketing

1. Why Social Media Is Important to Your Business

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ClientsSleeping Giant Media

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Why Social Media is Important to Your Business
March 2015

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Introduction
- Why social media matters.
- State of the media landscape.
- Why customer complaints on social aren’t bad.
- What tools you can use to help you effectively
run your social media.
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Feel free to use social
throughout!
@SleepingGiantM
#gianttalks

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Your social activity
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- What social channels are you using? Are there other profiles that
you would like to use?
- How much time is spent on managing the company social profiles?
- Have you had any difficulties in managing or planning the social
activity?
- Do you use any social tools?
- Do you leverage your social activity alongside overall marketing
activities?
- Have you ever had to deal with complaints on your social profiles?

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Why does social media matter?

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Benefits of social media
Here are a number of ways that you can use social media to support your
overall marketing efforts:
- Buzz monitoring (discover the latest trends and what interests your
followers).
- Customer service (engage with current and future members)
- Digital PR and building relations (create a positive and inspirational
brand image)
- SEO (improve your search engine ranking with increased social
activity)
- New Ideas and services development (generate ideas and
new opportunities from your social contacts)
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Social media landscape -
Trends to watch out for in 2015
- The rise of Instagram. Instagram will continue to grow and brands are now starting to
post more to Instagram than Facebook. Why? Instagram is better for telling a brand’s
story. It is easier to create engagement on Instagram and to attract new followers.
- The majority of social networks are accessed via a mobile device. The number of
people doing so will continue to increase. It’s really important to think about this when
posting content to your profiles and to make sure that you have a mobile responsive
website.
- Multimedia is key. Good quality imagery and video content are essential to have in your
social media marketing.
- Ad hoc content is king for SMBs. It is good to plan for social, but topical content can’t
always be foreseen and so you need to keep an eye on current trends.
- Building relationships with bloggers and vloggers for brand awareness, reviews and
exposure. Vloggers will become more important for brands to collaborate with in order
to reach out to the younger generation.
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How to plan for social

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Where does this engagement come from?!
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“Where do I start?”
“Can’t I just Tweet?”
“No-one’s engaging with me!”

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Social planning - The Process
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Establish
persona
and brand
rules
Research
and target
influencers in
the market
Create
content
strategy
based on
assets
Build
followers
and
influence
Target with
offers and
promotions
Evaluate
and adapt
Provide
relevant
content and
topics
Engage with
users,
answer
questions

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How to plan for social
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- Choose the appropriate channels to focus on and dedicate time to social media.
- Make sure your content is Engaging and is being shared regularly.
- Add Personality to your profiles by including photos, videos and a people element. This will help to create a
positive brand image.
- Think about the messages that you want to communicate. Use social as an opportunity to tell your brand’s
story.
- Re-share the content, don’t post and forget!
- Use it as an opportunity to engage with Followers/Influencers.
- Increase followings (follow partners, suppliers, customers, journalists).
- Always think about the benefit to your target audience.
- Continue to be Topical/Current.
- Remember to reflect your USPs in posts, videos, and imagery.
- Use free tools to monitor channels and track success.

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1. Products, services, news and offers (articles, events, features in magazines, gift
vouchers, the launch of a new range, competitions etc..).
2. Clients (reviews, case studies, testimonials, photos, and videos).
3. Experienced staff (interviews, tips and advice, videos, profiles, photos of staff
at the office).
4. Industry news (latest updates and trends).
5. Seasonal posts / special holiday greetings (Spring, Easter, St George’s Day,
Father’s Day, Summer ).
6. About (history and expertise - demonstrate your knowledge).
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Focus on the following social content areas when sharing posts on your social profiles:
What should I post?
Social content areas

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Creating posts - all profiles
It is important to consider and include the following when creating content and
publishing posts on your social media channels.
- Use appropriate hashtags and keywords.
- Encourage followers to join in the conversation by using positive
language.
- Ask questions and reply to comments.
- Add a call to action and where customers can find out more.
- Share testimonials.
- Cross promote social profiles.
- Tag influencers in posts.
- Use positive language and a friendly persona.
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Common mistakes
Here are some common mistakes that are
made when creating posts.
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- Length
- Graphics
- Self Promotion
- Call to action
- No story/flow

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Hashtags
- Add hashtags to your posts and test which ones deliver the most engagement.
- Use hashtags to increase the reach of your posts.
-Think about creating your own hashtags for awards, events, competitions,
special occasions, and offers.
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Post frequency
- Try to post to Facebook at least 4-5 times a
week. Increasing the number of posts shall
help to encourage engagement.
- Increase the number of tweets on Twitter to
at least 2-3 tweets per day.
- Consider making a weekly or monthly social
plan.
- The best times to post are in the afternoon
and the evening. Try various times to see
which posts deliver the most engagement.
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How to leverage social profiles
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-Make it clear that you have social media profiles by
adding social buttons to the website. This shall help to
create awareness about the profiles and encourage
clients to follow.
-Feature the social profiles and links in articles on the
site. This shall make it easy for people to find the
profiles.
-Include the social profiles in brand materials. This is
especially important when attending local events or
conferences.
-Add the social profiles to email signatures and to the
newsletter. Think about including; “Follow us on Twitter
and LinkedIn” on a newsletter.
-The following points are important to consider, as the more promotion and
awareness that is created, the better the social media profiles will perform.

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How to handle complaints

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How to handle complaints
5 tips for handling complaints
- Be prepared (responses, identify team/person
responsible).
- Determine the type of complaint (product
related, constructive, deliberate).
- Offer a timely, legitimate public apology. Let
people know that their feedback is important.
- Move the conversation to a private place.
- Follow through (replace faulty product/offer
discount).
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Statistics via @eskimon

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How to handle complaints - examples
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What tools can you use to help you effectively run
your social media?

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Social Tools - Manage your profiles
- Using Hootsuite and Buffer to monitor
and manage your social profiles.
- Buffer allows you to post photos to
Twitter without adding an ow.ly link.
- Customise streams for each social profile.
- Schedule messages regularly on Hootsuite
and make sure to add multimedia by
clicking the attachment symbol.
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Social Tools - Build your followings
- Boost your follower numbers
with followerwonk.com.
- Search Twitter bios, enter in
keywords, and location.
- Followerwonk will generate
lists based on your search
terms.
- You can choose who to follow
and save time by not having
to manually search on Twitter.
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Twitter tools - Create reports
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-Using Twitter tools can help with managing engagement
and analysing your own and competitors’ profiles.
Twitonomy- http://www.twitonomy.com/
- This can be used to analyse competitor profiles.
- You can find out who they interact with the most, the
hashtags they use the most and who they mention the
most.
Twtrland- http://twtrland.com/
- This can help with analysing your profile (looking at top
tweets, finding out your follower demographic and
seeing who your top followers are).
- You can also use this to find potential new followers
who could be influential in your sector.

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Social Tools - Produce engaging images
- Make your photos and social covers stand out with free photo editing tools.
Good quality photos are vital to increase post views and engagement.
Posts with multimedia achieve greater reach than plain text posts.
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ipiccy.com
picmonkey.com
canva.com

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Thanks for listening, any questions?
Next workshop - 2pm
Can you use YouTube to drive sales? with Charlotte Street
@SleepingGiantM