Presentation on social media for small businesses, delivered by Vindicat to Explore Campbeltown, October 2013. Includes how to use Facebook and Twitter

1. Go social
Social media for small businesses

2. Introducing Jo Smith

3. Today's plan
●
What is social media and who's using it?
●
How does it fit in the marketing mix?
●
Facebook
●
Twitter
●
Keeping track of it all
●
What if it all goes wrong?

4. What do we mean by social media?
Your turn

5. The differences explained?

6. We’ve been here before

7. Do we have to?
Your turn

8. Some stats
80 per cent of
UK homes have
internet access
(source: Ofcom, October 2012)
58 per cent of UK
adults have a
smartphone
46 per cent of UK homes
over 65 have internet
access
64 per cent of
UK adults have
changed how
they
communicate
58 per cent of people with
internet access download
social media apps

9. Some stats (source: Directional Research, Jan 2013)
69 per cent of people who had good customer
service interactions were happy that their
customer service complaint was resolved quickly
67 per cent of people who had bad customer
services interactions blamed the length of
time to resolve them.

10. The (traditional) marketing mix
Advertising
Public relations
Publicity
Promotion

11. How is social different?
●
Personal
●
Dialogue
●
Immediate
●
Free
●
You're in control – or not
●
24/7
Your turn

12. Know your target
Your turn

13. Who's using social media?

14. Source: Mashable April 2013

16. I don't have time
I've got nothing
to say
Does it have
to be me?
What if no-one
responds?

18. Some Facebook stats
●
Daily active users have reached 665
●
Monthly active users have passed 1.1
●
●
million
billion
751 million mobile users access Facebook every month
Mobile only active users total 189 million
80 percent of social media users prefer to connect with
brands through Facebook. (source: Business2Community)
●
A whopping 77 percent of B2C companies and 43 percent
of B2B companies acquired customers from Facebook. (source:
Business2Community)
More stats on Huffington Post

19. Potential for businesses is huge
How can you stand out?
How can you engage?

20. Facebook users in Kintyre
Total population (2011)
5144
●
Campbeltown – 3000
●
Machrihanish – 60
●
Southend – 360
●
Carradale – 140
●
Tarbert – 540
●
Ardrishaig - 450
●
Lochgilphead – 1960
●
Ardrossan - 4600
Total (local) Facebook
users:
●
●
●
3560 – Campbeltown
4100 including Tarbert
6510 including Lochgilphead
and Ardrishaig
11,110 including Ardrossan

21. Find your audience
Your turn

22. Facebook – for people

23. Facebook – pages

24. People versus pages
●
For private individuals
●
For businesses,
●
Have friends
●
Have 'likes'
●
Can pro-actively
interact with
individuals
●
Can only make
general posts or reply
to others
●
Can join groups
●
Can't join groups
●
Privacy settings
●
See user stats
Your turn

25. Who sees your posts?

26. Facebook moves the goalposts

27. Share the love...
...take advantage of your friends

28. Your turn

29. How to keep 'em coming
●
●
●
●
●
Ask a question
●
Keep it short
Have a poll
●
Use images
Tip of the day
●
Use video
Keep it local
●
Use your customers
Shout outs
●
Use the experts
●
Acknowledge mentions
●
Create events
Your turn

30. Some of my favourites
●
Bute and Cowal Vets
●
Say it with Brownies
●
Little Pet Biscuit Company
●
Premier Equine

31. Back in 10 minutes

33. Twitter
●
140 characters
●
Share links
●
Share pictures
●
Direct contact to public figures
●
It's published – watch for the legals
●
It's about quality, not quantity
Your turn

34. Twitter – great for...
●
Fast moving news
●
TV events
●
Picking people's brains
●
Rumours
●
Getting yourself into trouble

35. Get started
●
●
●
Choose your user
name - carefully
Write your profile
Personal or
business?
●
Start following
●
Get involved
●
Get excited
●
Keep it going

36. What's trending?

37. Hashtags #
●
●
●
●
Group posts together
Indicate irony or
humour
Use the tab to see
what's trending
Use it to join a
conversation
●
Track your tweets
●
Be careful....
#aurora
Your turn

38. What works for business

39. Easy sales?

40. Twitter etiquette
●
●
●
Content – relevant,
interesting, clean!
Frequency and timing
RT, MT, HT and via
(good reasons to stay
under 140 characters)
●
Sharing links
●
Sharing pictures
●
Twitter etiquette - via
Mashable

41. Separate personal and business?
Your turn
"The message has to be: 'We trust you with a baton
and with the right to take away someone's liberty, I
think we can trust you with a Twitter account', ”
Gordon Scobbie, former DCC Tayside Police and
ACPO SM advisor

42. Keeping track of it all
●
You can automate
●
Careful! - Autotweets can be out of time
●
Facebook and Twitter don't always mix

43. Meet Lee Pearson

46. Keeping track of it all
●
Hootsuite
●
●
●
Tweetdeck
●
Twilert
●
Google
●
Twitter lists
●
●
Whatthetrend
Tweetreach
Storify
Facebook page stats

47. Hootsuite

48. Tweetreach

49. Tweet reach report

50. #fail – What if it all goes wrong?
Your turn

51. Social media response assessment flowchart
Assessment
Discover blog posting about your org.
Is it positive?
yes
TROLLS
Is it a site dedicated to bashing your org?
Evaluation
Concur
A factual and well cited response may agree
or disagree with the post, provided it is not
negative
You can agree with the post, let it stand or
provide a positive review
Do you want to respond?
No
Let the post
stand – no
response
Response
No
yes
MONITOR
Don’t respond to specific
posts
No
RAGER
Is this a rant, joke, ridicule or satire?
No
MISGUIDED
Are the facts incorrect?
yes
FIX THE FACTS
Respond on the comment
board with correct facts
No
yes
SHARE SUCCESS
Share the blog with
other
yes
UNHAPPY CUSTOMER
Is this the result of a negative experience from
one of your customers?
yes
RESTORE REPUTATION
Rectify the situation, respond
and act on a solution
No
FINAL EVALUATION
Base response on circumstances, influence
and prominence of blogger
Will you respond?
yes
yes
Response considerations
TRANSPARENCY
Make sure company
connection is clear
SOURCES
Include or state your
evidence eg links or
other references
TIMING
Take time to create
a good response.
Don’t respond in
anger.
TONE
Make sure your tone
reflects the council’s
professional
approach
INFLUENCE
Focus on the most
influential blogs –
don’t respond to all
Adapted from USAF blog response flow chart

52. #fail
#susanalbumparty
sus anal bum party
SusanAlbumParty
#nowthatchersdead

53. My top tips
●
Be authentic
●
Engage – don't broadcast
●
Grammar is your friend – not the wife of
Grandpa
●
Keep it short
●
Keep an eye on it
●
Acknowledge fast, respond slow
●
The product is free – but time costs money

54. Any questions?
Jo Smith, Vindicat, 07825 413 543
jo@vindicat.co.uk
@geordiejo_jo
@vindicatpr
Vindicat on Facebook
None the Wiser