Cim Social Media Kendal Jan 11


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Presentation from CIM Cumbria Branch event - How to make the most of your Social Media

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  • Only 21% ‘active’ users73% of users with less than 10 tweets (December 2010)
  • Good content drives conversationMake money / save money
  • The ROI on SM is your business being here in 5 years
  • Success may not be a goal but progress over time.
  • Marathon not a sprint
  • Cim Social Media Kendal Jan 11

    1. 1. Getting the most out ofsocial media<br />Andrew Armitage<br />Armitage Online Limited<br />Kendal College<br />26th January 2011<br />
    2. 2. Andrew Armitage<br />Armitage Online Limited<br />Digital consultancy<br />Website design<br />Web applications<br />Online marketing<br />Social media<br />Clients include<br />Zeffirellis Ambleside<br />Windermere Lake Cruises<br />Various hotels<br />
    3. 3. Getting the most out of social media<br />Do we know what social media is?<br />Why social media?<br />What do we want to get out of social media?<br />How can we achieve ‘it’?<br />How will we know when we’ve achieved it?<br />The answers may not be clear cut – and will almost certainly be different for everyone in the room.<br />
    4. 4. What are social networks?<br />Forums<br />Blogs<br />Multi-media sharing<br />Feeds<br />Bookmarking<br />Comment platforms<br />
    5. 5. Any place that real people are engaging online<br />
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    8. 8. The impacts of social media<br />Fundamental shift in online communication<br />All major sites now have a social influence<br />Social networks and blogs now account for 20 per cent of the total time spent online.<br />
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    12. 12. Is it all good news?<br /><ul><li>Roughly 1% of users are responsible for 34% of all visits on Linked In</li></ul>41% of users haven’t tweeted since signing up<br />Only 20% of Twitter users have tweeted 10 times or more<br />24% of twitter users have no followers<br />Only 1.5m local business pages on Facebook<br />Major privacy concerns on Facebook<br />
    13. 13. The social media landscape<br />TripAdvisor<br />41.6m visits<br />over 40m reviews<br />6m photos uploaded<br />Linked In<br />Roughly 1% of users are responsible for 34% of all visits!<br />62% are passers-by and responsible for 18% of visits<br />
    14. 14. “Companiescan now communicate with their markets directly. If they blow it, it could be their last chance”<br />
    15. 15. “Consumers can now influence the marketdirectly. If companiesblow it, they may never get their chance”<br />
    16. 16. “we don’t have a choice whether we do social media, the question is how well we do it”<br />Erik Qualman<br /><br />
    17. 17. Twitter<br />Micro-blog<br />140 characters to share your message (tweet)<br />People follow each other<br />Use ‘#hashtags’ tags to categorise your posts or emotion<br />Re-tweet (RT) to share posts you like and support your peers<br />Informal conversation<br />
    18. 18. Facebook<br />Join networks organised by city/workplace/school<br />Engage with interest groups<br />Set up a business page or pay per click advertising<br />Add ‘social connectors’ to your website<br />Most effective for B2C businesses<br />Can business audiences even get to Facebook?<br />The “noticeboard”<br />
    19. 19. Linked In<br />Business oriented<br />Join groups and engage in discussion with peers<br />Link to your blog and twitter feed<br />Add presentations about your company<br />My CV<br />
    20. 20. Slideshare<br />upload presentations<br />add to your linked in profile<br />easy to upload and share content in word, powerpoint, pdf and more<br />add pre-recorded audio – slide casting<br />
    21. 21. Rules of participation<br />Participate in conversation<br />Make new connections<br />Help people<br />Listen to your audience<br />Don’t block the competition!<br />Gently ‘feed’ your other online spaces<br />
    22. 22. Rules of engagement<br />Users aren’t necessarily engaged<br />Allow customers and followers to engage in their own time<br />Review individual behaviour and respond accordingly<br />Don’t get too bogged down with broad metrics<br />Engagement could be more valuable than conversion<br />
    23. 23. What should I say?<br />Reference interesting statistics<br />Share your followers posts<br />Link to your other online profiles<br />Occasional special offers<br />Add value to your followers<br />Don’t bore people – say something remarkable!<br />Develop a content strategy<br />
    24. 24. What about the impact of mobile?<br />
    25. 25. What about the impact of mobile?<br />50% of the mobile Internet traffic in the UK is for Facebook<br />Social apps<br />Location based services with GPS positioning<br />The ability to quickly upload photos and links<br />The ability to share anything instantly<br />
    26. 26. Location based services<br />
    27. 27. What social media is not!<br />A sales pitch<br />PR<br />Search engine optimisation<br />…but it does support the above<br />
    28. 28. What goes online stays online!<br />Messages should be consistent<br />Always be transparent<br />The professional/personal divide<br />Dissatisfied customers now have a very public voice<br />It’s now more expensive to remove content than create it<br />
    29. 29. Be ‘on brand’<br />Support your brand in all you say/do<br />Use corporate and personal accounts<br />Add value to your followers<br />Who will be ‘the voice’?<br />
    30. 30. Setting your strategy<br />Driving traffic alone is not effective lead generation<br />Define a success metric<br /><ul><li>visits
    31. 31. followers
    32. 32. number of conversations about you
    33. 33. new leads</li></ul>Go where your audience is<br />Use tools that are relevant for that audience<br />
    34. 34. Social media barriers<br />High risk<br />Bad press<br />Not saying the right things<br />Not enough time<br />However…<br />There’s a risk to take by not engaging<br />People can still say bad things about you<br />Is saying nothing the right answer?<br />Speculate to accumulate<br />
    35. 35. Managing the commitment to social media<br />Engagement<br />Expectations<br />Commitment<br />
    36. 36. Making the most of Twitter<br />Join in conversations<br />Offer your opinions<br />RT tweets by leading industry thinkers<br />Acknowledge the value offered by others<br />Context and content is vital<br />Use #hashtags to link to your subject<br />Set searches for your subject area<br />
    37. 37. Making the most of Facebook<br />Secure your custom URL eg.<br /><br />Customise your profile page<br />Add some glue!<br />Encourage participation and sharing<br />Don’t make unreasonable demands on people’s downtime<br />Add a ‘Like’ button to your website<br />
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    39. 39. Tools of the trade<br />Make use of a social media ‘client’<br />Tweetdeck<br />Hootsuite<br />Add all your profiles<br />Update from a single place<br />Check and update regularly<br />Monitor<br />Google Analytics<br />Raven Tools<br />
    40. 40. Measuring your success<br />Google analytics<br />Number of ‘likes’, ‘views’ and ‘followers’<br />Social media ‘sentiment’ tracking<br />Direct campaign analysis<br />
    41. 41. “social media is visible to everyone. A small mistake can soon go ‘viral’ causing huge damage to your brand”<br />
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    45. 45. “Don’t forget about your website”<br />
    46. 46. Your own website<br />Make sure the content is up to date<br />Use landing pages – how strong is the funnel?<br />Do the links work?<br />Does it support your digital strategy?<br />Is your website optimised for the search engines<br />Your website will be the ultimate authority on your business<br />
    47. 47. Getting started<br /><br /><br /><br /><br /><br />and for those looking for more information…<br /><br /> <br />
    48. 48. Summary<br />Linked In for business discussion<br />Twitter for customer/peer engagement and conversation<br />Facebook is the notice board<br />Use these to feed other channels such as<br />Your website<br />Online video<br />Email signups<br />Blog posts<br />
    49. 49. What we now know<br />Social media affects us all whether we like it or not<br />Social media has unrivalled power and reach<br />We should have some ideas of why we want to use social media and therefore some idea of what we want to achieve<br />We know this is a marathon, not a sprint<br />Find your audience, and engage with them.<br />
    50. 50. “Don’t miss out on the conversation…<br /> …even if you just mostly listen in”<br />
    51. 51. Where to follow me…<br /><br /><br /><br />@aarmitage and @armitageonline on twitter<br />awarmitage on facebook<br /><br /><br />015395 61956<br />
    52. 52. Sources and references<br /><br /><br /><br /><br /><br /><br /><br /><br />