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Advanced Social Media
- 1. Advanced social media Fiona Glasspoole
- 3. Agenda • Social media strategy – Customers – Competitors – Influencers • Influence • Tools • Content • Analysis
- 4. Social media • It’s not a demographic anymore • 31,415,640 Facebook users • Average age? • 10,000,000 Twitter users • Average age? • % mobile active?
- 5. What’s the strategy? • Increase followership – 10,000 FB followers by 2013 (exponential growth) • Direct people back to the website or to store • Provide customer service through SM
- 6. Social media strategy • What are your aims? • What do you want social media to deliver for you? • Increased sales, increase brand awareness, customer service, reputation management • Discussion
- 7. Listen Google Alerts Twitter Twitter Search Google Reader Participation Twitter Facebook LinkedIn Content creation You Tube Blogging Flickr iTunes Twitter Community building Forum Facebook LinkedIn Newsletter Virtual worlds Social media engagement ladder Less time More time Time vs social media output
- 8. Who are your customers? – Existing customers – what subset – New customers – new subset – Where do they come from, what time of day do they use social media – What messages make them click?
- 9. Customer type When do they use social media? What SM do they use? What messages do they want to hear?
- 10. Competitor analysis • Who are they ? – What are they using – What is their followership – what are the messages they are communicating about? • Not just obvious ones… For Mole Valley Farmers, B&Q are their competitors as they fight for the same consumer spend
- 11. Competitor SM links Followership? Any best practice?
- 12. Influencers and Peers • Influencers and peers - List peers and places to learn • Your gurus, your heros • Public sector influencers • Thought leaders
- 13. Influencer / Peer SM links Followership? Any best practice?
- 14. Influence • Klout • What is your Klout score? • What is your competitors Klout • What is your influences Klout? • Write these in your tables..
- 15. • Klout Score 46 Compared to : • Radio 4 – 92 • NFU 65 • Farmers Weekly 81 • Farmers Guardian 61 • Joules Clothing 65 • Homes and Gardens 61 Share with more influence
- 16. What is Klout? • Measurement of your influence • 1 – 100 • From 400 variables • Looks at – Who is engaging with you, how influential are they, how often do they re-tweet, share etc – Takes into account
- 17. Klout Score measures Facebook • Mentions: A mention of your name in a post indicates an effort to engage with you directly. • Likes: The simplest action that shows engagement with the content you create. • Comments: As a reaction to content you share, comments also reflect direct engagement by your network. • Subscribers: Subscriber count is a more persistent measure of influence that grows over time. • Wall Posts: Posts to your wall indicate both influence and engagement. • Friends: Friend count measures the reach of your network but is less important than how your network engages with your content. Twitter • Retweets: Retweets increase your influence by exposing your content to extended follower networks. • Mentions: People seeking your attention by mentioning you is a strong signal of influence. We also take into account the differences in types of mentions, including “via” and “cc.” • List Memberships: Being included on lists curated by other users demonstrates your areas of influence. • Followers: Follower count is one factor in your Score, but we heavily favor engagement over size of audience. • Replies: Replies show that you are consistently engaging your network with quality content
- 18. Klout measures Google+ • Comments: As a reaction to content you share, comments also reflect direct engagement by your network. • +1’s: The simplest action that shows engagement with the content you create • Reshares: Reshares increase your influence by exposing your content to extended networks on Google+. LinkedIn • Your reported title on LinkedIn is a signal of your real-world influence and is persistent. • Connections: Your connection graph helps validate your real-world influence. • Recommenders: The recommenders in your network add additional signals to the contribution LinkedIn makes to your Score. • Comments: As a reaction to content you share, comments also reflect direct engagement by your network.
- 19. Klout measures Wikipedia • Inlinks: Measures the total number of inbound links to a page. • Ratio of Inlinks to Outlinks: Compares the number of inbound links to a page to the number of outbound links. • Page Importance (as measured by PageRank): Measured by applying a PageRank algorithm against the Wikipedia page graph. Instagram • Follower Count: The number of people who see your pictures helps the chances you can influence. • Likes and Comments: Getting people to interact with your photo is a clear sign of your ability to drive action
- 20. Social media tools What can help you to make your social media life easier?
- 23. Example – Listen - Tweetdeck
- 24. Hashtags • Listen out for relevant hashtags #journorequest #totnes Any you know? #socent #cosmicuk #leadership Don’t know? Hashtags.org List what you want to listen out for – search on Twitter now
- 25. Hashtags Reason
- 26. Google Reader
- 27. Google Alerts
- 33. Content creation Importance of Content
- 37. Content • Makes you more shareable • Allows more opportunities for people to find you (back links) • Makes you engage more • Shows people what you do…
- 38. Most engaging content? What engages people most? 1. Photos 2. Video – YouTube reached 1bn monthly views 3. Music/podcasts 4. Blogs
- 39. Become a story teller • What are the stories in your business – People behind the scenes – Stories in the news – how do they relate to you? – What are you up to – Recycle news – instruction manuals = top tips!
- 42. 6 week social media planner Dates 1 2 3 4 5 6 Events/theme s/ideas Website Video Images Blog/news Facebook Twitter Pinterest
- 44. Analyse your success Analytics, Facebook insights
- 47. Sprout Social - analytics
- 48. Questions?
Editor's Notes
- Social media strategywhat are you trying to get social media to deliver? Increased sales, increase brand awareness, customer service, reputation management (Julie has a table you can use)Competitor analysis – who are they – what are the messages they are communicating about? (Create a table for people to fill out)Influencers and peers (Klout) - get them to look up their own and their competitors (check them out and write these down by the competitors) List peers and places to learnLook at Matt’s social media plan for ideas to get them to research tooTools for use – Google alerts, Google Reader, HootSuite, Crowdbooster,ContentDaisy of social media Content planning – research on engaging content6 week planner, scheduling content on Facebook, hootsuite etcAnalysis of success analytics, facebook insights etc
- Small businesses still make up a very large part of UK businesses – trading and employment base. And in small businesses where high levels of web is being integrated there is very strong evidence of the success stories – sales growth, more jobs = sustainable futuresFigures for ‘high-web’ and ‘low-web’ show very clearly the correlation between good use of digital talent and business success
- 38, 39, 90% active on mobiles
- Crowdbooster – full to the brim with analytics and recommendations to help you reach the key influencers in your network, determine which tweets resonated the most and figure out the best time to reach them. What’s not to love about a little insight!
- Don’t get confused about media – owned content is becoming the really most important thing.
- They have become a content creation company that sells drinks….. Look at their website