Today’s session: • An introduction to Social Media
Me, background, Texas, Advertising, Early adopter, C4, 38mintues Civic: A digital agency specialising in creativity and technology.
Traditionally We’ve learned about brands and companies through Word-of-mouth Press reviews Advertising Social media has elements of each of these
Massive audiences, accurately targeted 64% of Internet users access some form of social media Global social network usage is said to exceed email usage (Neilsen) Social media enables us to target campaigns and qualify leads in a way that TV never could
Increasingly the consumer wants to: Engage with… Listen to… Respond to… Learn from… Organisations (charities, businesses, government…) and each other Traditional forms of marketing communications spoke at consumers. Social media is about being personable and communicating with your consumers.
About social media How to use Twitter, LinkedIn & Facebook for your business Developing an audience Developing a strategy Tools & applications
“ Companies are desperately under-prepared to deal with the risks and opportunities associated with Facebook, Twitter and LinkedIn.”
You need to enter the conversation to add value. If you’re not where the people are, you’re not going to get your message across. Positive engagement can snowball. Sitting on your hands just gives you sore hands. Engaging with social media is like openly dealing with customers in a busy village market. Everyone can hear what you say, and your charm, fairness and other ‘personal’ attributes matter a great deal.
Some brands are still struggling with the power of social media. It’s not a fad, it’s a fundamental shift in the way we communicate.
Allows your users to participate, influence, respond
Social marketing is another marketing type completely and has been around for ages. Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for social good. Social media could be a part of this campaign, but is not the basis of a social marketing campaign.
There are hundreds of social networks and it’s tempting to start tweeting, blogging and poking because everyone else is...but don’t.
Which tools to use and how to use them correctly.
Q: How many of you are using facebook? How are you using it? What do you think about it? Facebook is a social networking site where users can add friends and send them messages, and update their personal profiles to notify friends about themselves. Additionally, users can join networks organised by city, workplace, and school or college. 25 billion types of content shared every week More than 500 million members 59% users aged 18-44 As of Dec 2009, users over the ages between 44 & 62 went up 15% since 2008. This generation also love Facebook far more than other social media sites, with 73% of the group claiming to maintain a Facebook profile. Source: Deloitte
You can: Send updates Create polls Post events Advertise the page Convert visitors to fans First steps: Ensure you have resources/time to add new content
- Important for reputation management - Pages also allow stats, ads to promote page and have extra applications
Personal vs Professional Limited profiles
Twitter is a free social networking and microblogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers. The average age of a Twitter user is 31, which has remained stable over the past year. MySpace is now 26, from 27 and for LinkedIn it is now 39, from 40. Facebook, however, is graying a bit: the median age for this social network site is now 33, up from 26 in May 2008.
Lists enable you to follow a group of people w/out following each of them individually. We’ll cover RSS feeds and analytic tools later in the presentation
Set up with a new business account, not your personal – this currently cannot be changed Q: Any case studies? User experiences
Keywords Tags Descriptive titles
Keywords Tags Descriptive titles
Create a personal profile: honest, and professional Get business cards at a meeting or event? Add them to your LinkedIn profile. Follow, recommend, ask for recommendations
Really Simple Syndication
Personal profile if you want to claim your business
Any questions about these tools?
• Put a human face to your company • Engage in real-time conversations • Gain immediate feedback • Respond to questions and problems
Strategy Vs Policy A strategy should begin with your vision and goals – incorporating how you want to try to achieve those goals A policy is the way your company should use social media – as a member of your organisation and on behalf of your organisation as themselves. Your company’s best practice
We need to have our vision and values in mind if we’re to set objectives that serve them.
We need to have our vision and values in mind if we’re to set objectives that serve them.
Brand awareness goals E.g. Increase awareness, overall sense of favorability Campaign-specific goals E.g. increase the number of brand advocates (“followers” in Twitter), increase the number of inbound links to content on your website People like to be a part of a group Ex: Local restaurant, average food, huge following – more business.
2) Does it use what we already do well? The most successful campaigns play to your strengths. If you have great content on your website that you’re giving away, fantastic. If you have a strong community offline, use them. If you can associate what you do with a major event, great. 3) Is it good form? Don’t irritate the community, or you’ll damage your brand. Take some time to understand the environment, and its ways, before venturing in. A good way of doing this is to start with a personal account and some low level activity, before launching your organisation's activity on the platform. 4) Does it create value? Are you offering something that your target market will want or need? These tools aren’t meant as a way to broadcast a message repeatedly, but to give an receive valuable information. Try: competitions, rt things you find useful, discounts
Get your usernames as soon as you can Set up your accounts with matching logos and styles Play around with tools before fully launching ____ You will need to slowly build up before launching a large campaign – build your following
Tweetdeck Twitter app for desktop - follow groups, hashtags, mentions, dm’s, multiple accounts Tweetie2 Preferred iPhone client - multiple accounts and user friendly - you can add your bit.ly api to both of these UberTwitter Recommended Blackberry client
Bitly allows you to track how many people click on the information you share by utilising their API. You can connect it to your twitter accounts and by using the application as a link shortener. - you can add the API into tweetdeck & tweetie2 to keep track of all your info Google Analytics Tracking users & activities - all you need is a google account and the ability to insert code into your website. - many applications, such as wordpress and blogger allow for this to be added or offer their own version. Even flickr has included an analytics tracker for pro users. Facebook Insights Tracking page/group stats - This comes standard when you set up a facebook page or group.
Social Media for Success
Social Media for Success: Intro to Social Media & Networking
Today we are going to lead a conversation. We will talk about… Social Media How to use Twitter, LinkedIn & Facebook for your business Developing an audience Developing a strategy Tools & applications
Companies are desperately under-prepared to deal with the risks and opportunities associated with Facebook, Twitter and LinkedIn.” - AccountancyAge 5 Nov 09
Social media begins and ends with listening; you need to enter the conversation to add value.
<ul><li>Some brands are still struggling with the power of social media. It’s not a fad, it’s a fundamental shift in the way we communicate.” </li></ul><ul><li>Neil Potter </li></ul><ul><li>Digital Agency Blog </li></ul>
Social media is… A type of online media that expedites conversation as opposed to traditional media, which delivers content allowing readers/viewers/listeners to participate in the creation or development of the content.
Social media is not… Social networking Social marketing
Social networking is the building of connections among people who share interests, relationships or activities through a service such as a social networking site (i.e. Facebook, LinkedIn, Twitter).
Social marketing is another marketing type completely and has been around for ages. Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioural goals for social good.
You can: Send updates Create polls Post events Advertise the page Convert visitors to fans Facebook
FAQ: Should you set up a group or a fan page? Facebook
Groups: Are you an organisation, charity or club? Groups allow bulk invites to be sent by admins and members. Groups are better for quick active discussions and attention. Facebook Example 1 Example 2
Pages: Are you a brand, celebrity or event? Fan pages are visible to unregistered users and are indexed. Pages are generally better for long term relationships. Facebook Example 1 Example 2
TIP: You do not need a Facebook account to set up a fan page. In fact, doing it on its own is better because your personal account won’t be tied your promotional page. Facebook
The world's leading video sharing website YouTube 24 hours of content uploaded every Minute (28,800 every day) 16.6 million daily visitors 2 billion videos viewed a day
Top Tips: Use descriptive titles Utilise tagging and keywords Connect with others Brand your channel YouTube
First steps: Test your audience with a sample video Embed it on your site, blogs and Facebook page YouTube
YouTube Insight is a valuable tool: Age range/genders of viewers Views over time Where visitors are coming from See where people tuned in and out YouTube
Great for making contact with similar professionals It’s about connecting & building relationships 43 million registered users Extend your profile with feeds from your blog / website LinkedIn 95% of companies use LinkedIn to find & attract new staff
LinkedIn First steps: Create a personal profile Invite your contacts to connect Join the most active / relevant groups and discussions and participate Take part in LinkedIn Answers Create your own group Follow like minded companies, organisations & partners
Enables the information you want to come to you. Helps to organise and simplify following what is happening with your brand. RSS Provides a way to push information from to all your social platforms.
Listen and learn: Before you start with social media you must... Observe your audiences’ social media habits Be aware of online dialogue related to your brand Look at your competitors’ social media footprint
If you’ve ever done a regular marketing plan, it’s similar. Vision and Values Objectives Audiences Channels Evaluation
Vision and Values: An example: Vox Motus Vox Motus Vision: To thrill audiences with exceptional experiences
Vox Motus Values: Encourages and embraces new thinking in all areas of its work Aims to be creative and ground-breaking in every interaction Aims to create work of an exceptional standard Thrives on collaborative experiences and share their passion for theatre
Objectives: Objectives should be measurable, achievable and specific. In social media, it may be best to think in terms of: Brand awareness goals Campaign-specific goals Relationships with users
The primary pilot project objective was to increase audience numbers, with a particular emphasis on 18-35 year olds, into the theatre to see Slick. Increase site traffic Generate a ‘buzz’ around Slick. Encourage interaction between the target audience and Vox Motus once Slick finished. Provide Vox Motus with the capacity to deliver future digital marketing campaigns of this style and scale for further theatre productions. An example: Vox Motus Vox Motus
Audiences and Channels: For each audience, create a sketch showing: Your website Social media channels you wish to use The interactions between them
Create an architecture for each audience Vox Motus: Young People Vox Motus
Create an architecture for each audience Vox Motus: Professional Network Vox Motus
Understanding the options: It pays to reign in your efforts and concentrate on your existing strengths. Before doing anything, ask yourself: 1) Does the strategy meet my objectives? 2) Does it play to my strengths (use existing assets)? 3) Is it good etiquette? 4) Does it provide value?
Measuring Success Tailor your measures to your program and objectives 32 Two main types of activity: Awareness building Seeking conversions (sales, sign ups etc)
Awareness Building Campaigns Measure depth of engagement, understand the audience Volume and reach (number of retweets, mentions etc) Demographic information Sentiment (is feedback positive) Level of engagement (how long did someone spend on your content) Measuring Success
Call-to-Action Campaigns Measure the number of conversions Increase newsletter subscriptions by 10% per month Number sign ups to an event Sales Website hits Measuring Success
Vox Motus: YouTube By the end of September 2008 there had been 2,850 views of the YouTube videos, with 1,925 alone for the main trailer alone. Target demographic of 18 – 35 year olds accounted for just over 20% of the total viewing figures. Over 50% of users found the videos through an embedded player on another website. Vox Motus
Vox Motus: Facebook The number of Fans currently sits at 407. There have been over 5000 views of the Facebook page. The 18 – 35 target age range accounts for 90% of the total users of the Facebook Page. Vox Motus
Tools: Some applications to help get you started & measure your success: Tweetdeck: Desktop (Mac & PC), iPhone Hootsuite: Desktop Mac & PC Twitter for iPhone UberTwitter recommended Blackberry client or the Twitter Blackberry client Tools
Metrics: Bit.ly Link tracker Google Analytics Inner app analytics (Facebook/YouTube/Wordpress/Flickr) Tools
Find fans/followers: Add links to your websites Announce on your other platforms Add to email signature Mention in your newsletter Import from email Twitter Search – location, topic, interests Twitter suggestions Facebook Ads Referrals Tools
Darcie Tanner Digital Media Geek CIVIC www.civicuk.com @CivicUK @DarcieC Contact