Full day workshop held at South Hill Park 22nd June 2014. Tutor: Natasha Reynolds http://www.southhillpark.org.uk/ http://about.me/natasha.reynolds

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Social Media
for Business
1 Day Workshop - 21st June 2014

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Agenda
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• Name
• Social Media level of expertise
• What you hope to get out of today
• The business or practice you hope to promote on SM
Introduce
yourself

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10.30 Intro - get to know each other
11-11.15 Digital landscape
11.15- 11.30 Strategy prac
11.30-12.30 Twitter
12.30-1.30 Lunch
1.30-1.45 LinkedIn intro
1.45-2.15 LinkedIn Prac
2.15-2.30 Facebook Intro
2.30-3 Facebook Prac
3-3.30 Tea
3.30-4 Tools
4-4.15 Measurement
4.15-4.30 Summary/Pack up
Timeline

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Gain RetainMonologue Dialogue
= Digital marketing

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x
x

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TRUST peer90%
of consumers
recommendations
Socialnomics 2014 Erik Qualman

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DECISIONS are93%
of shoppers’ buying
influenced by social media
Socialnomics 2014 Erik Qualman

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Socialnomics 2014 Erik Qualman
PURCHASE using their51%
consumers are willing to
mobile phones - less than 5% of
of retailers have mobile ready
eCommerce sites.

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–Johnny Appleseed
“Type a quote here.”
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1 step at a time

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• Be Useful
• Develop a voice - be authentic
• Don't worry if you are new or small
- the big brands are trying to be like you!
Most Important
Tip

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Practical - Planning
• What are my Social Media Goals?
• Which Social Networks do I want to focus on over the
next 3 months?
• Prioritise these
• What defines success?
• How much time can I realistically invest on a weekly
basis?
• Who will be responsible for content creation,
publication, monitoring and measuring?

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@tashar
!
@southhillpark
!

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within 24 hour69K+
account reach
period on Twitter #CYDF14
tweet reach.com

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@TfLTravelAlerts
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@TfLOfficial
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Beware Hashtag #Fail

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Please Retweet
Please RT
Neither
0 15 30 45 60
Add links to 3 out of 4 tweets
Friday 3-4pm = retweet sweet spot
Negative comments
Self referencing
Link Click Through Rate

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Practical - Twitter Biography
• Who are you?
• What is your expertise?
• What do you want viewers to do?
• Main interest or passion?
• Notable achievements?
• Add a touch of you

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Lunch
1 Day Workshop - South Hill Park - 21st June 2014

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Sales Funnel

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Loyalty Loop
Tip =
Be Useful

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CONVERSION rate3x
Higher visitor-to-lead
than Facebook or Twitter
Quicksprout 2014

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Consider your content types
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0
50
100
150
200
Links Images Video
More engagement
Higher comment rate
Higher share rate
%

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Steps for LinkedIn Success
• Create your business page
• Attract followers
• Build relationships
http://business.linkedin.com/marketing-solutions/company-pages.html/

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Practical - LinkedIn Page
• Profile MOT
• Complete handout
• Review infographic http://
theundercoverrecruiter.com/perfect-linkedin-profile/
OR
• Create a business page
• Hover over Interests at the top of your homepage
• Select Companies
• Click Create in the Create Company Page box on
right
• Enter your company’s official name and work email
address
• Click Continue to enter your company information
• If time add content such as a post- links, videos,
images

46. Ac#vity()(Profile(MOT(
!
Do#you#have#a#compelling#profile?#
!
Profile Area Yes/No
Is your headline appealing?
Is your profile picture professional?
Are your current and past jobs included in your profile?
Is there a link to your website(s)?
Are you connected to your other social media platforms?
Does your work experience demonstrate what you are passionate about?
Are your personal contact details up-to-date and accurate?
Does your Executive Summary show-case you and your business?
Do you have any personal recommendations (or requested any?)
Have you included all of your skills?
Have you included your specialities?
Are all relevant courses and certificates included?
Have you included personal interests?

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Marketing
Theory

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Integrate digital marketing activity across the 7Ps
• Inform all staff
• Add to eNews
• Promote online and offline
• Add to print material
• Use blogs as main source
link from Social Networks
• Reuse/repurpose content

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What is a product?
1. Actual product
2. Augmented
product
3. Core product
Dance Classes
Benefits from your classes:
Fitness, health, weight loss,
confidence, self esteem,
discipline, stardom
Examinations, awards, industry
contacts, safe place.
These are
the hot
points!

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–Whitham v Club Ltd t/aVentura 2010
“I think I work in a nursery and I do not mean
working with plants.”
Etiquette

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Practical - Facebook Page
• Create a business page
• https://www.facebook.com/about/pages
OR
• Refine your business page
• Brand your page
• Highlight what is important via pinning
• Add video and images
• Link toTwitter?
• Chocolate for Breakfast example https://
www.facebook.com/chocolateforbreakfast/info

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Tea Break
1 Day Workshop - South Hill Park - 21st June 2014

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1. It’s about conversation NOT selling
2. Do it regularly
3. Be professional
4. Link accounts to save time
5. Connect with your website
6. Have a strategy - consider the Marketing Mix
7. Set SMART goals
8. Have a Social Media policy
9. Measure results
Social Media Tips

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Google Analytics

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Other
Networks
1 Day Workshop - South Hill Park - 21st June 2014

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Summary
1 Day Workshop - South Hill Park - 21st June 2014

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Links
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• http://www.hallaminternet.com/2013/digital-marketing-tube-map-a-guide-to-internet-marketing/
• http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-2014
• http://www.ons.gov.uk
• http://prafulla.net/life-style/the-gangnam-style-illustrated-the-5-basic-steps-infographic/
• https://twitter.com/TwitterUKI_SME
• http://www.ydance.org/talent/51d2a923d3e1c51736000017
• http://tweetreach.com/
• http://mashable.com/2011/02/16/red-cross-tweet/
• http://www.mediabistro.com/alltwitter/where-in-a-tweet-should-you-put-your-link_b15104
• https://twitter.com/KennethTharp
• https://twitter.com/AnnTran_
• http://theundercoverrecruiter.com/perfect-linkedin-profile/
• http://www.quicksprout.com/2013/12/19/how-to-increase-linkedin-engagement-by-386/?display=wide
• http://help.linkedin.com/app/answers/detail/a_id/710/~/adding-a-company-page
• http://blog.sumall.com/journal/new-facebook-page-design-means-business.html
• https://www.facebook.com/about/pages
• http://www.google.com/analytics/
• https://hootsuite.com/
• https://tweetdeck.twitter.com/
• https://sumall.com/
• https://twitter.twimg.com/OwnTheMoment
• https://plus.google.com
• http://instagram.com/

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End
1 Day Workshop - 21st June 2014