Advanced Social MediaPauline RandallFlorizel Media Ltd
Housekeeping• Timing of session – 9.30 to 12.30• Fire Alarm and Fire Exit• Other administration• Introductions
Course contentThis course will cover:• Developing a social media strategy• Social media management tools• Social media channels other than Facebook and Twitter• Content management• Metrics – which ones to gather and tools to help you do this• Using social media to monitor your business and your competitors’businesses
Check your social medialandscapehttp://www.cmo.com/2013/social-media-guide.html
What is your current reach?• How many Social Media profiles do you have and on whichplatforms?• How often are profiles updated with content?• Do you have a blog?• Are you recognised as an authority on the social mediaplatforms?• Are you engaging in two-way conversations on the platforms?• Do you have a steady increase in followers, likes, retweets,mentions?• Do you have profiles which are gathering dust?
Find your target audience• Who is your target customer? (No, it’s not everyone)• What is the purpose of your product/service?• Basic need or luxury purchase?• Buy once or buy many times?• What’s unique about it?• Why do your current customers buy from you?• What are the benefits of your product/service?• Do people talk about you on Facebook/Twitter etc?• What sort of things do they say?• What are the trends in your industry?• What’s your geographic reach?• What’s your demographic? Gender, age, income level, interests,lifestyle• Do you target business or consumer or both?BUILDAPERSONA
Now you know who you’relooking for …You can more accurately target your effortsNow:• Do some more research• Find out where your competitors are• Monitor conversations. If you’re in the baby and child market lookfor mentions of things like Bugaboo, nappies, bottle warmers etc.Find out what people are actually talking about.• Look for relevant hashtags and pages – see what’s happeningwith them• You should now be getting a clearer picture of where your targetmarket hangout
Look for opportunitiesWhat trends are developing? Can you hook into them?For tools check out:• Google trends – http://www.google.com/trends/• Google insight - http://www.google.com/think/
List your resourcesNumber of people who can blog: ____Company associates that are willing to share content: _____Available / Acquirable (current) content:Articles: _____Case Studies: _____Webinars: _____Reports: _____Interviews: _____Time to prepare content: ________ hoursCost to prepare content ______________
What can you do?How often you can blog __________________How many times a day you can tweet / post updates ____________ (apartfrom auto posts)How many times a month you can offer original contentNumber of personnel available for online monitoring ____________ / dayNumber of personnel available for online engagement ____________/ day
Set objectives and timescale3 months 6 months 12 monthsObjectives:Increase Followers by _____%Increase Traffic to Website from Social Media Platforms by ______ %Increase Online Engagement (comments/ mentions/ retweets) by ________%
ChecklistEnsure the company website has all social media links• Optimise all content• Add social media links to content• Add social media links to e-mail templates and signatures• Add relevant coding to the website to monitor traffic• Determine and sign up to relevant monitoring tools• Assign tasks and resources timeline
Measure and reviewKeep track of your objectives and theresults to date and revisit your strategy– it’s not set in tablets of stone!
You’ve only got a finite amountof time!• Spend some time each week planning what you’re going totalk about• For some of your posting use tools such as• Hootsuite• Bufferapp• And don’t take on more social media channels than you cancomfortably manage – do one well rather than two badly!
LinkedIn• Complete profile• Link to website and Twitter account• Connect• Post updates• Join groups• Mention others• Company pages
YouTube• Setup a channel - branding• Fill out all your details• Organise videos• Name• Description• Keywords• Link to your website and other socialmedia channels• Embed video on your website• Post to Facebook and Twitter
Pinterest• Still a niche market – you need to becreative• Create interesting boards and linkback to your website• Remember to name, describe andtag each image• You can create private boards –great whilst you are developing themand good to share with a selectgroup
Google +• Jury is still out on this one• But … it could be a good place forB2B interaction• It could also help your profile onGoogle searchhttp://www.webpronews.com/google-promotion-may-improve-organic-search-ranking-2012-05• Google are too be to ignorecompletely so even if you aren’tgoing to use now, keep an eye on it!
Blogging• You have full control• Share across other social channels• Good for SEO• Enhance your visibility• Build trust in your business• Demonstrate your skills andknowledge
What on earth do I talk about?• Refer back to your original strategy research• Write a list of all the main topics about your business. Forexample of you had a kitchen design business they mightinclude:• Work surfaces• Kitchen storage• Finishes• Siting power points• Then make a list of subtopics. For example for work surfaces:• Different types of finish• Removing marks from wood surfaces• Benefits of Corian• Selecting the right finish• Marble work tops
What on earth do I talk about?• You’ve now got a list of blog and microblog topics• Add into that events, etc that your audience might be interestedin• Create a calendar and schedule in all your topics• If you’ve got a blog use that as the starting point• Then post links to your blog post on your social media channels
Remember, it’s not just aboutposting …• Share other people’s content• Re-tweet and comment on other people’s posts• Answer questions and generally be helpful
What are your trying to achieve?• Set clear objectives for what youwant to get from social media• Define your success measures• Remember, it’s your bottom linethat counts, not the number offollowers you have on Twitter
Collecting data• Company sales figures• Number of enquiries• Facebook Insights• Google Analytics• What other measures would you use?• There are lots of professional analytic tools for social media butthey can be expensive. If they don’t give a price you probablycan’t afford them!
Don’t forget your ROI(return on investment)• How much time are your spending doing this?• How much is your time worth per hour?• Are you spending money on online advertising as well?• Take your total costs over 6 months• Take the value of sales you can attribute to social media• Your sales should be double your spend• Divide the total costs by the number of sales• This will give you your cost per sale• Is this more than the value of the sale?
Monitoring your activity andthat of your competitors• For general internet activity use Google alerts• For social media specific activity – Social Mention• Use URL shorteners such as bit.ly and create an account – you canthen track how often your links have been clicked• Use social media to keep an eye on what is happening with yourcompetitors• http://florizelmedia.com/2012/10/the-competitive-intelligence-checklist/