Social Media Usage UK• More than half of pensioners now on Facebook• 37.4m adults use Facebook regularly• 32.1m adults use YouTube regularly• 15.5m adults on Twitter• 7.9m adults on LinkedIn http://www.umpf.co.uk/blog/social-media/social-media-usage-in-the-uk-the-findings/
Why social media?• Your end users want and expect easy access to information about you and from you• Done well and with a clear strategy, social media can save you time and money• Engaging with
Where do I need to be? Picking the right platform
Factors to consider• Which platforms are community using?• Are they open to talking to you on that platform?• Are there alternative ways to reach them?• How will SM enable you to reach your ultimate goals?
User Perspective• Facebook algorithms dictate the Newsfeed• Interaction happens within the Newsfeed• Limited tolerance for “Page Noise”• Text vs picture, video & poll• Influence of the Ticker
Plan with a goal in mind• Use facebook Insights to inform future posts• Is “Places” a tool you can use?• Photo & Video tagging• Optimum time for posting (to your audience)• Questions & prompts• RESPOND!
Lead the conversation• Keep an eye on trending topics and if they are relevant to you, get involved• Use a popular # strategically to get more clicks on links• Mention @ figures within your community and ask them questions• Don’t be a broadcaster, be a conversationalist
Give your profile some personality• Profile Apps make it easy to showcase your social media content / activity• Empower other employees to share on LinkedIn. There is often less noise for updates etc• Groups are a great way to get in front of the right people but…• Remember – check stats!
• Sharing on Instagram gives you content you can also share on other platforms• Using tools like searchinstagram.com you can find out if others are talking about you (also web.stagram.com)• Use #tags to bring your community together. Even consider using as a reporting tool
In the US Pinterestrefers more webtraffic thanLinkedIn, Google+and YouTubecombined
• 55% of consumers share their purchases socially on networks like Facebook, Twitter &Pinterest• 59% of Pinterest users have bought something they have seen on the site compared to only 33% of Facebook users• US online consumers follow an average of 9.3 brands on Pinterest compared to only 6.9 on Facebook
• Tell a story with your pins• Celebrate the iconic history of your organisation – create a time capsule• Use it to create a resource for users• Don’t just use Pinterest for marketing and SEO – Plan your work and create mood boards• Use Pinterest to give your brand personality• Don’t forget to post video
Key elements of success• Plan your content, do your research• Don’t forget about SEO• Text descriptions, titles and tagging• Link planning – where are you driving traffic?• Ease of sharing• Infographics / Video / Instagram – does your content have value?
Key points on sharing• Stick to key values of content marketing – make sure anything you want shared has inherent value to the user• Mention video when courting PR and media attention• Ensure there are links from your clip to appropriate pages on your website• Remember YouTube is now owned by Google so clips give you more opportunities to appear in search!
Community engagement• Does “How to” fit with your organisation?• Could your content work as a series?• Are there opportunities to get your ccommunity involved?• Spend time and effort engaging with bloggers in your sector, encourage them to embed your content
Remember: Engaging with bloggers is about you providing content that’s interesting and beneficial to THEIR audience. Don’t try to sell them on your business, spend timelearning about their audience and (provided the audience is relevant to you) build content they will enjoy.
You’ve thought about visual – what about audio?
Running competitions• Have clear guidelines• Make it as easy as possible for potential entrants to be included• Use Playlist functionality to shortlist videos• Use multiple marketing platforms to invite entry• Make your timeline realistic
Social Media Dashboards Make sharing easier and more efficient
Social Media Guidelines• Encourage staff to engage and talk about your activity on twitter• Be clear about your company caveats• Keep your community rules simple & share them with everyone• Request that employees using their own accounts preface their comments when they relate to your brand
Remember: Your social mediapolicy / code of conduct, shouldnot differ wildly from the normalstandards of behaviour and datamanagement you would expect from an employee.
Staying faithful to your goals• Set your organisational goals before deciding which platforms to use• Know what you want success to look like (don’t be surprised if / when it looks different)• Don’t be afraid to measure but pick your metrics carefully• Don’t shy away from user generated content, it can surprise you
Keeping ahead of the curve• Find SM ambassadors amongst your staff• Bring naysayers on board to fix problems• Follow influential & well informed bloggers• Take part in appropriate twitter chats• Keep an eye on case studies from an array of different organisations
Most importantly• Don’t jump on every new (or old) platform, especially if you have limited time and resources• Don’t write off new platforms, play around with them and assess how you might use them• Be open minded, sometimes it’s our clients that tell us how we should be communicating