The document outlines Jan Minihane's social media masterclass presentation. The presentation covers the current social media landscape, why businesses should use social media and engage audiences, and how to build an effective social media strategy. It provides tips on understanding objectives, choosing platforms, creating engaging content, and measuring results. The presentation emphasizes quality over quantity, listening to audiences, and focusing on building relationships both online and offline.

1. www.thenetadvantage.co.uk
Social Media Masterclass
@JanMinihane

2. Agenda
@JanMinihanewww.thenetadvantage.co.uk
• Social Media Landscape
• Why do we use social media/engage?
• Should all businesses be using Social Media?
• Overview of the main Social Media sites
• Building a Social Media strategy

3. www.thenetadvantage.co.uk
Social Media Landscape

4. The Social Media landscape in 2014
@JanMinihanewww.thenetadvantage.co.uk
•Visual, visual, visual
• Photoshop
• Canva.com
• Pic Monkey
• Getty Images
• Dreamstime
• Free Images
• iStpckphoto

5. The Social Media landscape in 2014
@JanMinihanewww.thenetadvantage.co.uk
• Less direct selling, more relationship development
•Customers and prospects will connect with companies offering value,
entertainment, discounts, help and engagement

6. The Social Media landscape in 2014
@JanMinihanewww.thenetadvantage.co.uk
• Google+ finally enters the social media inner sanctum – kind of!

7. The Social Media landscape in 2014
@JanMinihanewww.thenetadvantage.co.uk
• LinkedIn – publishing platform of choice

8. The Social Media landscape in 2014
@JanMinihanewww.thenetadvantage.co.uk
• More noise than ever – how do you stand out from the crowd?

9. The Social Media landscape in 2014
@JanMinihanewww.thenetadvantage.co.uk
•Paid advertising is the norm:
• Facebook:
• To reach new people
• To reach existing followers
• Twitter:
• Promote tweet
• Promote hashtag
• Promote account
= PAY TO PLAY

10. www.thenetadvantage.co.uk
Social Media – the WHY

11. Overview
@JanMinihanewww.thenetadvantage.co.uk
•WHY the ‘why’ is important
•WHY we use each Social Media Network
•WHY we engage
• WHY should ‘fans’ share/comment/like your stuff?
• WHY will people follow you?

12. WHY is the ‘why’ important?
@JanMinihanewww.thenetadvantage.co.uk
What YOU say about your organisation IS important …
BUT
What OTHERS say about you is MUCH more important
More Brand advocates = more engagement
More engagement should = more sales

13. Why we use Social Media
@JanMinihanewww.thenetadvantage.co.uk
Get latest
news
Show off Keep in touch Let off steam
Networking Make money Inform others Social proof
Ease
boredom/lonel
iness
Boost self
esteem
Make a
difference
Organise
events
‘Stalk’
celebrities
Promote
ourselves
Be part of
community
Get
offers/discount
s

14. Why we use each Social Media Network
@JanMinihanewww.thenetadvantage.co.uk

15. www.thenetadvantage.co.uk
WHY do we engage?
(AKA post, share, like, comment, retweet, +1,
repin, check-in ...)

16. Why do we engage?
@JanMinihanewww.thenetadvantage.co.uk
… because we HAVE to:
•Competition entry
•Offers
•Discounts

17. Why do we engage?
@JanMinihanewww.thenetadvantage.co.uk
… because we WANT to …
•Fun Stuff
•Passions/interests
•Newsworthy
•Compassion
•Events
•Causes
•Check-ins
RELEVANCE TO
YOUR BUSINESS/
ORGANISATION

18. Why do we engage?
@JanMinihanewww.thenetadvantage.co.uk
… because we think we SHOULD …
•Causes
•Liking friends business pages
•RIP’s
•Birthdays
•Sympathy

19. Engagement – let’s start with how to get it ‘wrong’
@JanMinihanewww.thenetadvantage.co.uk

20. Engagement – let’s start with how to get it ‘wrong’
@JanMinihanewww.thenetadvantage.co.uk

21. Engagement – let’s start with how to get it ‘wrong’
@JanMinihanewww.thenetadvantage.co.uk

22. Engagement – let’s start with how to get it ‘wrong’
@JanMinihanewww.thenetadvantage.co.uk

23. Engagement – let’s start with how to get it ‘wrong’
@JanMinihanewww.thenetadvantage.co.uk

24. www.thenetadvantage.co.uk
So … how do you get it ‘right’?

25. What can you offer that’s a little bit different?
@JanMinihanewww.thenetadvantage.co.uk
Think beyond your initial audience …

26. What can you offer that’s a little bit different?
@JanMinihanewww.thenetadvantage.co.uk
Crowdsource what your ‘fans’ want to see
Why?
•Makes followers feel part of the process
•Delivering what visitors want
•More likely to remain a fan
How?
•Um, ask them!
•Run a survey (incentivised)

27. What can you offer that’s a little bit different?
@JanMinihanewww.thenetadvantage.co.uk
Never underestimate the power of the call to action….

28. What can you offer that’s a little bit different?
@JanMinihanewww.thenetadvantage.co.uk
Never underestimate the power of the call to action….

29. What can you offer that’s a little bit different?
@JanMinihanewww.thenetadvantage.co.uk
Think ‘quality’ not ‘quantity’ for CTA’s …
DON’T … What is your opinion on this?
DO … We’re curious, what do you think about this?
DO … We can’t agree in the office, we need your input?
Show you care about what your followers think!

30. What can you offer that’s a little bit different?
@JanMinihanewww.thenetadvantage.co.uk
Give your audience exclusive content - behind the
scenes, day in the life of…
Why:
•Compelling reason to follow you
•Makes them feel more part of what you offer
•Easy content fillers
How:
•Engage members of staff from around organisation to contribute
•Post regularly so followers learn to expect it
•Video tour behind the scenes

31. What can you offer that’s a little bit different?
@JanMinihanewww.thenetadvantage.co.uk
And don’t forget the obvious …
•FIND the optimal volume of content – differs drastically per site
•DON’T over promote – 80/20 rule (at least!)
•NICHE IT – cocktail party phenomenon
•MORE FORMATS = more consumption
•Think time of day/days of the week
•FOSTER your brand advocates
•Use EMOTICONS (!) ;-)

32. What can you offer that’s a little bit different?
@JanMinihanewww.thenetadvantage.co.uk
And maybe, just maybe, scale down your social media
presence (!)

33. www.thenetadvantage.co.uk
Should all businesses use Social Media?

34. Should all businesses be using Social Media?
@JanMinihane
www.thenetadvantage.co.uk

35. To Social Media, or not to Social Media, that is the question…
@JanMinihanewww.thenetadvantage.co.uk
YES if:
-You have clearly defined objectives
-You have identified the ‘right’ person to maintain & update
-You deliver good customer service offline already
-You will commit the time
-You have a long-term view
-You are realistic
-Your customers are online
-Your customers want to engage with you online
-You ‘get’ social, not broadcasting
Otherwise …. NO! (but monitor and listen at a minimum)

36. www.thenetadvantage.co.uk
An overview of the main Social Media sites

37. Main social media sites overview
@JanMinihanewww.thenetadvantage.co.uk

38. Thoughts on Facebook
@JanMinihanewww.thenetadvantage.co.uk
•Still the ‘best’ for community (Google+ is trying hard)
•Only works for specific kinds of business
•‘New’ news feed means visual more important than ever
•Using personal profiles as a business page = NO
•Organic Reach of a Facebook post = 10% (1 million+ likes) to 30% (small no. likes)
•What can you do?
– Create more compelling, regular, engaging content
– The reality – advertising has to play a part in your Facebook efforts

39. Thoughts on Twitter
@JanMinihanewww.thenetadvantage.co.uk
•Equally effective for B2B and B2C
•P2P/H2H
•Twitter as a tool to create conversations with visitors in real-time
•Twitter as an audience/market research tool
•Twitter as a media relations tool
•Twitter as a competitor snooping tool
•Funnel to Facebook/Google+

40. Thoughts on LinkedIn
@JanMinihanewww.thenetadvantage.co.uk
•THE B2B social networking site
•40% of users are decision-makers
•At a minimum – your experience/CV online
•Now a publishing platform for all
•The real beauty – seeing who knows who
•Introductions, introductions, introductions

41. Is Google+ essential?
@JanMinihanewww.thenetadvantage.co.uk

42. Is Google+ the next big thing?
19 May 2014www.thenetadvantage.co.uk
• However, more of a necessary evil:
– SEO – public posts indexed
– Engaging with influencers
– Hangouts
– …and Google Authorship…

43. is Pinterest the next big thing?
@JanMinihanewww.thenetadvantage.co.uk

44. www.thenetadvantage.co.uk
Building a Social Media strategy

45. Step 1 - Do a social media audit
@JanMinihanewww.thenetadvantage.co.uk
UNDERSTAND:
-Your organisation, product/service & your USP
-Your online & social media objectives
-The major social media sites
-The time commitment to doing it WELL
DECIDE:
-Where you want to be online
-Where you have the time to be online
-Who is going to be involved
-How you are going to monitor it

46. UNDERSTAND – your business
@JanMinihanewww.thenetadvantage.co.uk

47. Social Media Objectives
@JanMinihanewww.thenetadvantage.co.uk
 Drive traffic to website
 Raise brand profile
 Promote events
 Become a knowledge leader
 Connect with peers
 Connect with existing customers
 Connect with potential customers
 Connect with past customers
 Connect with/find stakeholders
 Connect with journalists
 Reinforce offline marketing
 Provide real-time customer service
 Create a social environment for your customers
 Increase positive sentiment about your brand

48. How long does it take?
@JanMinihanewww.thenetadvantage.co.uk

49. Social Media Objectives – let’s try again
@JanMinihanewww.thenetadvantage.co.uk
 Drive traffic to website
 Raise brand profile
 Promote events
 Become a knowledge leader
 Connect with peers
 Connect with existing customers
 Connect with potential customers
 Connect with past customers
 Connect with/find stakeholders
 Connect with journalists
 Reinforce offline marketing
 Provide real-time customer service
 Create a social environment for your customers
 Increase positive sentiment about your brand

50. Step 2 – discuss it with staff
@JanMinihanewww.thenetadvantage.co.uk
• How are you/they going to use it
• When are you/they going to use it
• Do they really have an appetite for using it? If not it will show!
• Communicate your vision, mission & objectives to your staff
• What are the rules (if any!) for:
– Staff using social networking accounts during work time for their own personal use
– Staff using their social networking accounts during work time for business use
– Staff using official social networking accounts during/out of work time for business
use

51. Step 3 – build your working strategy
@JanMinihanewww.thenetadvantage.co.uk
1. Establish/review your goals & objectives
2. Research your industry online
3. Find your industry influencers
4. Choose which platforms you will use and how
5. Connect the offline with the online
6. Build an editorial calendar
7. Start engaging
8. Build relationships - on and offline
9. Measure
10. Review & evolve
And finally, have fun with it (seriously)

52. Final Thoughts
@JanMinihanewww.thenetadvantage.co.uk
• Put yourself in the shoes of your audience
• Understand what works best on each site
• Ask your audience what they want
• Don’t insult your audience for quick engagement wins
• For content, think beyond the initial ripple
• Enjoy it [seriously]!

53. www.thenetadvantage.co.uk
Let’s carry on the conversation….
twitter.com/janminihane
facebook.com/jan.minihane
uk.linkedin.com/in/janminihane
plus.google.com/u/0/+JanMinihane
pinterest.com/janminihane
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