Social Media Strategy CLDC

Social Media Strategy
Kilkishen Cultural Centre, Co. Clare
12th July, 2014

Who is JSB?
• Journalist
• Chamber of Commerce CEO
• PR Lecturer
• Marketing Executive
• Event Manager
• Fundraiser
• Entrepreneur
• Tech Startup Founder – Young Minds Online
• Failed politician
• Desperate for a New Challenge everyday
• Blogger & wannabe author
• Life-Long Learner
• ‘The Apprentice’ Finalist

Welcome & Introductions
• Who are you?
• Why are you here?
• Level of social media knowledge
• What social networking sites are you using?

Course Objectives
• Choosing Social Networking sites right for your
Business or Organisation
• Components of a Social Media Strategy
• Developing Content for Social Media Success
• Advanced Features
• Measurement
• Case Study
• Developing Your Strategy

What is Social Media?
Regular media is like a one-way street….you
read a newspaper, watch TV or listen to radio in
order to be informed, entertained or engaged. But
you can’t comment or give your views.
So Social Media is like a two-way street….you
can give your opinion, share links, re-tweet other
peoples comments and become your own
publisher of content.
And social networking sites are the platforms
that allow you to share e.g. Facebook, Twitter,
Pinterest, Flickr, Blogs, YouTube.

Why Should My
Business/Organisation Use Social
Media
• Find new customers leads or referrals
• Find collaborative / strategic partners
• Better Customer Service
• Drives Brand Building & Differentiation
• Manage Your Online Reputation
• Increases Trust in your Business or Brand
• Obtain real Customer Insights
• Promote your Content
• Keeps Customers Engaged
• Drive Website Traffic
• Targeted Advertising
• Review the Competition

The Most Popular
Social Networking Sites in Ireland
• Facebook
• YouTube
• Twitter
• LinkedIn
• Google+
• Instagram
• Blogs
• Pinterest

Social Media in Ireland - Stats
• The top social media networks in Ireland are Facebook (52%),
YouTube (35%) and Twitter (23%) followed by LinkedIn (20%),
Google+ (15%), and Instagram (9%).
• 19% of Ireland’s 2.2 million Facebook users are between 35 and
44. That’s more than are on LinkedIn.
• Irish people send more than a million tweets a day, and we’re the
10th highest users of Twitter per capita.
• The largest group of social media users in Ireland are people
between the ages of 25 and 34. Only 3% of Irish social media
users are older than 65 years old.
(EightTwenty.ie, 2013)

Social Media in Ireland - Stats
• Digital behaviour analysis of social media use in Ireland found that 62% of
adults aged 15+ have a Facebook profile
• More than one third using Facebook daily
• 1 in 10 people tweet daily with an estimated 410,000 users each month
• New social media accounts emerged as trends in the IPSOS MRBI survey with
online social dating sites Tinder, Plenty of Fish and Grindr making an
appearance in research for the very first time
• These social networking sites see adults sharing personal and intimate
information given the nature of the platforms
IPSOS MRBI, May 2014

Writing For the Social Life
• State a benefit
• Provoke a question
• Offer useful information e.g. tips, advice, insights
• Answer a question
• Write for your readers
• Reward the following
• Give Exclusives
• Ask for feedback

Handling Feedback
Or in other words - managing your online reputation

Handling Feedback - Tips
1. Define the feedback - well thought out, rushed, fair
commentary or emotional rant
2. Define where the comments are coming from - bad customer
service, irate client, unhappy supplier etc.
3. If genuine and posted in a professional manner - respond
immediately
4. If aggressive, emotional, negative, irrational – take it
offline:“thank you for your post/comment, we will look into this.
PM / DM me your details and I will contact your directly”
5. If abuse continues – block or report
6. Remember your followers see this so mind your P’s&Q’s - stay
en message
7. Don’t get personal
8. A strategy of silence is not recommended

Social Media Use Policy
Ask yourself the following questions
 Who uses social media in our organisation?
 Who is responsible / decision-maker?
 What are the objectives of social media for our
business/organisation?
 Will staff’s social media behaviour affect our
business/organisation’s online reputation?
 Do we need to discuss online brand reputation
generally with everyone in our organisation?
 What about client confidentiality?
 Disciplinary procedures
 Retention of follows/intellectual property?

Developing Content for Social
Media Success
You need a mix of content to share on your social channels
Ask yourself:
1. What content do I have already?
2. What content can I create in-house?
3. Do I need to out-source any content creation?
4. What is my budget?
5. What existing resources/expertise do I have in-house?
TASK: Answer these questions and document them

Generating Content/Campaigns
Are you a Thought Leader or Trendsetter in your sector?
 Content Calendar
 Photos
 eBooks
 Email Newsletters (eZines)
 Infographics
 FAQ
 Podcasts / Vodcasts
 Webinars
 Online PR
 White Paper
 Surveys
 Reports
 Blogs Posts

Linking Your Content
 Facebook to Twitter www.facebook.com/twitter
 Facebook to Website: Post Status Update, copy Link into
status field
 Twitter to Facebook www.twitter.com/facebook
 Twitter to Website – use bitly.com to shorten urls
 Twitter to Blog – use bitly.com to shorten urls
 You Tube to Facebook/Blog/Twitter – Click Share and choose
your social media platform
 You Tube to Website – copy & paste Emded Code

Rules of Social Media Marketing
 Don’t take yourself too seriously. Social Media is
about being social
 You must have well-produced engaging content
 Be clear about what you want your audience to do
after consuming your content or engaging with your
brand
 Always add value. If you’re not then your customers
will lose interest and unfollow you
 Social is a two way street. When contacted,
respond. It’s all about the conversation, so you
need to ‘strike one up’!
 Proving content worth sharing is the best way to get
your message heard

TASK:
Let’s prepare your Social Media Calendar for the next 6
weeks
Review: handout ‘Social Media Content Ideas’

Best Times to Post on Social Media
 Facebook: Weekdays 6 a.m.- 8 a.m. and 2 p.m.-5 p.m.
 Twitter: On weekends from 1 p.m.-3 p.m.
 LinkedIn: 7 a.m.-8:30 a.m. and 5 p.m.-6 p.m.
 Google+: 9 a.m.-11 a.m.
 Pinterest: On Saturday from 2 p.m.-4 p.m. and 8 p.m.-11 p.m.
 Blog: Monday, Friday and Saturday at 11 a.m.
But you must test your own platforms because your
customers/followers may engage differently
http://www.entrepreneur.com/dbimages/article/1397237125-guide-best-times-
post-social-media-infographic.jpg

How Often Should I Post
Review handout: ‘Social media management in 34 minutes a day’

Setting your company up for
Social Media Success
• Set out the business/organisation’s goals. Be as specific as possible and
keep the objectives in mind for every imitative you execute
• Ensure you have the human resources necessary to implement the social
media strategy. Before starting, ask yourself if you have the necessary
resources, commitment and dedication
• Draft and implement a social media use policy
• Produce enough content to sustain your social conversation. Put a plan in
place that will enable you to consistently produce social media worthy
content such as blog pots, infographics, videos and white papers (A report or
guide helping readers understand an issue, solve a problem or make a
decision)
• Know what sites your target market are using. Do your research and focus
your energy where your audience are.
• Ensure your company website is prepared for the social media attention
• Commit to making every campaign a social campaign
• Set budget for training, out-sourcing, advertising

Components of a Social Media
Strategy
• Create goals and metrics. This will ensure that the resources
and time you invest in social media is well spent
• Answer the following questions when creating your social
media strategy:
 Who are you targeting with social media?
 How can you deploy social marketing tactics for measurable
success?
 What goals or objectives do you want to accomplish and what
are your distinct action items for each goal?

Strategy
1.Goals/Objectives
2.Target Market
3.Social Platforms
4.Action Plan
5.Content Planner
6.Key Metrics
7.Measurement

Strategy
TASK:
Let’s document
your strategy
1.Goals/Objectives
2.Target Market
3.Social Platforms
4.Action Plan
5.Content Planner
6.Key Metrics
7.Measurement

Setting up key social media sites

How to Set up a Facebook Page
• You must have a personal profile
• Go to: www.facebook.com/pages
• Select: ‘Create Page’
• Fill in necessary details
• Add a profile picture (avatar)
• Populate your page and
• Share on your personal profile
• Suggest to friends

Facebook Tips
 Profiles are for people
 Pages are for business
 Select a permanent name and category
 Use the ‘info’ tab for company details
 Customise your url e.g.
facebook.com/digitaltraininginstitute
 Promote your page - fresh and rich content - exclusive news,
photos, video, links
 Measure engagement with insights - comments, LIKES,
posts
 Add FBML (facebook mark-up language) - you need a
developer to customise tabs
 Groups - max messaging to 5,000 people
 Choose your Landing Page - wall, info, events, promotion
 Cross promote content on other platforms

Benefits of Facebook
PagesVisibility in the Search Engines
Adding Rich Multi-Media Content – video, photos, links
Share status updates in Fan’s News Feeds
Adding Events, Reviews, Notes to your tabs
As tabs have specific URL’s you can use as landing pages
Unlimited number of fans
 Targeted Advertising
Customer Insights – who, what, when, why
 More functionality in terms of APPs

Personal Profile V Business Page
•The Rules: It’s against Facebook terms to use a profile for a
business.
• SEO: Fan pages are indexed by search engines. Profiles are
not.
• Build your Following: Fan Pages can have an unlimited
number of fans. Profiles are limited. Personal profiles max is
5,000.
• Multiple Brand Platforms: You can have multiple fan pages,
but only one personal profile.
•Features: More features for business on a business page
* Good news: you can now change your personal page to a
business page (but it is a permanent action!)

Changing a Personal Profile to a
Business Page
How do I know if I have a Personal Profile or a
Business Page?
- Simply, you can send and accept “friend requests” -
business pages only have “Likes”
Need to change over? Joanne will send step by step
guide

Secrets of Facebook Posting
• Find your rhythm - how often to post and what to say - it must
reflect your business product or service
• Find your authentic voice - be human, be real, be
conversational. Share videos of your company, photos of you,
staff or product, clients
• Set Aside Time – Make Facebook part of your marketing
strategy and set aside time daily - to check for notifications,
comments, likes & to post - time is relative to each individual
business or organisation but 5-20 minutes daily is a good rule of
thumb
• Share News & Exclusive Content - now give your followers a
reason to LIKE your page and to keep them engaged
• Encourage Fan Participation - fun and engaging calls to action
which encourage participation e.g. ask questions, ask for
opinions, share posts that you love. Allow fans to post directly to
your wall with questions, feedback and compliments.

• Reward your Fans - post special offers just for your
facebook fans e.g. discount codes & exclusives on
new products. Or use a “Check-In” Deals that can only
be redeemed in your store.
• Market your Facebook Page - promote your
facebook page on your website (plug-ins and logo),
ezine, newsletter, press ads, radio ads, point of sale
material, email signature, business cards, brochures,
menus etc.
• Landing Page - this encourages visitors to Like your
page. You need a developer/designer to do this.
• Partnerships - Partner with other brands or local
organisations to create co-promotions and encourage
viral sharing with incentives
• Advertising – invest in low cost targeted advertising

• Expand the Reach of Your Posts - When you
mention a person or organization you are connected to
in a post on Facebook, type the @ symbol, begin
typing the name, and then choose them from the
dropdown menu. Your post will automatically post to
their Wall.
• Use Plug-Ins on your Website - Install a Like box on
your homepage and a link on your newsletters and
emails to drive people to your Facebook Page.

Facebook Features for Business
 Avatar - this is your profile picture
http://www.facebook.com/mediabox
 Customised Tabs - tabs to suit your business
Use Socially Stacked or Tradable Bits
Example: https://www.facebook.com/mediabox/app_599788450050788
• Competitions / Promotions - offers, giveaways
NOT Like & Share https://www.facebook.com/abcbooks.ie/app_1437762159824978
Example: Check-In - people can tag themselves at your business and you
record their details using an APP

Join my List - invite people to join your mailing list
Example: http://www.facebook.com/mediabox?sk=app_141428856257
Notes - publish press releases or longer posts here
Example: http://www.facebook.com/note.php?note_id=10150604243175057
Landing Pages - develop an engaging landing page using APPs
Example: http://www.facebook.com/GleniskOrganic

Links - Link to your website, interesting news bits
Send Updates to Fans - post regularly
Discussions - start a discussion an engage and audience
Example: http://www.facebook.com/topic.php?uid=108968472464808&topic=302
Video - upload your own videos or those you like
Photos - upload your photos and tag people or pages
http://www.facebook.com/media/set/?set=a.441750263306.242306.30579635336
You Tube - embed your you tube channel
Events - create an event and send invitations to your fans

Facebook Tips
New to Facebook:
1. Will you have a personal profile?
2. Will you explore apps, ads, groups or pages?
3. What will you track in terms of ROI?
4. When will you get started?
Already on Facebook:
1. What will you keep the same?
2. What will you change?
3. What will you do more or less of?
4. How can you proactively improve the ROI?

Twitter Marketing
Twitter is a website, owned and operated by Twitter Inc., which offers a
social networking and microblogging service, enabling its users to
send and read other users' messages called tweets. Tweets are text-
based posts of up to 140 characters displayed on the user's profile page.
Tweets are publicly visible by default, however senders can restrict
message delivery to their friends list. Users may subscribe to other
users' tweets—this is known as following and subscribers are known as
followers.
- Wikipedia

How to Set up a Twitter Page
• Go to: www. twitter.com/signup
• Populate your page and start following friends/businesses

Why Twitter for Business?
• Reach and interact with like-minded businesses and a wider
online audience
• Deepen your customer relationships
• Attract new customers
• Forge relationships with other businesses engaging in online
communications
• Encourage Word of Mouth marketing for your business
• Improve customer services (e.g. Eircom, UPC)

The ABC’s of Twitter
@yourname = a public message to or about this person
#= hash tag; helps you search and categorise posts on a topic
To follow = subscribe to their messages
Tweeple = people on Twitter
Your Twitter Handle = your Twitter name e.g. @jsmediabox
A Tweet = an individual message
A DM = a direct/private message on twitter. You can only send
this if the other person follows you
RT/Re-Tweet: = reposting a message from someone else on
Twitter and attributing them for the content
Trending Topics = most discussed terms of the moment

Finding Followers
 Look for people you know
 Look at other people’s profiles - explore lists
 Participate e.g. #followfriday #ff
 Hold competitions and provide special offers
Be worthy of being talked about – RT/Retweet
Add multi-media e.g. video, links, photos
Ask and respond to questions - join the conversation
 Add your profile to your site and other marketing material
-online and offline e.g. email signature, business cards
 Use Advanced Search
 Add to your web page/blog
Use the # to follow conversations/trending topics

Connecting with Customers
 Listen to feedback
 Follow people back
 Engage in surveys
Monitor what gets re-tweeted and number of views
Answer questions
Watch who follows and unfollows you and when
Keep your tweets “on brand”
Offer value and even “Twitter only” offers
Respond in context - don’t stalk or hijack trending topics
or hashtags

 Don’t spam
 Give recognition and thank for re-tweets
 Stick to 140 characters
Follow people who follow you
Mind your language
Don’t “hard sell” - pitch
Don’t just promote on your own site
Be personal
Build relationships
Twitter Etiquette

Twitter Tips
 Register your brand name
 Keep your name consistent over multiple platforms
 Make your handle memorable
 Listen to the conversation www.search.twitter.com
 Customise your profile and Twitter landing page
 Start tweeting before connecting
 Become a valuable resource
 Don’t over-promote - build relationships first
 Showcase others
 Use bitly.com to shorten links
 There are no rules people have personal preferences
 Remember what you tweet is indexed in search engines
 Consider DMs for privacy

Measuring Twitter Success
How do you measure if you are being effective on Twitter or
not?
Here are some tips on how to gauge whether anybody is paying
attention to what you are saying or not.
• Measure how many times people have Retweeted your tweets
• Measure how many @mentions/replies you have received
• Measure how many Lists you have been added to
• Measure how much traffic your site has received based on your
tweets with links to your website
• Measure your number of followers

Twitter Tips
New to Twitter:
 Who will be responsible?
 What will you tweet about?
 What will your track in terms of ROI?
 When will you get started?
Already on Twitter:
 What will you keep the same?
 What will you change?
 What will you do more or less of?
 How can you proactively promote ROI (Return on Investment?)

LinkedIn is a business-oriented social networking
site. Founded in December 2002 and launched in May
2003, it is mainly used for professional networking. As of
2 November 2010 (2010 -11-02), LinkedIn had more than
80 million registered users, spanning more than 200
countries and territories worldwide.
- Wikipedia

How to Set up a LinkedIn Profile
• Go to: www.linkedin.com/reg/join?trk=hb_join
• Populate your page and add connections

• Manage the your public professional profile
• Reach potential clients, service providers and subject experts
• Create and collaborate on projects, gather and share data
• Be found for business opportunities and find potential partners
• Gain new insights from discussions with like-minded
businesses
• Discover inside connections that can help land jobs & close
deals
• Post and distribute job listings to find the best talent for your
company
Why LinkedIn for Business

LinkedIn Tips
 Create a professional profile
 Build and nurture your network
 Join groups or create your own
 Search for people and companies
 Give endorsements
 Seek endorsements
 Use status updates
 Create your company profile
 Ask and answer questions
 Add applications to your profile e.g. resume app, export your
LinkedIn connections to excel
 Promote your events
Set up a LinkedIn Company Profile

Measuring LinkedIn Connections

Business Blogging
What is it?
"A blog is a web page made up of usually short, frequently
updated posts that are arranged chronologically-like a what's
new page or a journal."
The term is actually weblogs coined by Jorn Barger in 1997.
A blog is a type of website or part of a website. Blogs are usually
maintained by an individual with regular entries of commentary,
descriptions of events, or other material such as graphics or video.
- Wikipedia

Business Blogging
Why blog?
 To present a more human face
 To build a community around a brand
 To provide expert advice in a sector / subject
 To improve visibility in search engines
 To provide regular news and updates from your business
 To manage your business reputation online
 To enable customers provide feedback on products and services
 To manage content
 To publish and share rich content e.g. video, links, photos

Setting up a Business Blog
 Choose your software
- blogger.com - free hosted service
- wordpress.com - free hosted service
- typepad.com - paid for hosted service
- wordpress.org - free self hosted
 Choose your topic / theme
 Customise your blog design
 Promote it
- integrate into your website
- tweet blog posts
- post blog links on facebook

Bringing Traffic to Your Blog
 List your Blog on Technorati
 Comment on other Blogs
 List your Blog on Google
 Tag your Blog posts - so they can be found
on google
 Get listed on a blog directory
 Produce content for other blogs or websites
 Pay for online advertising

Are you Ready to Blog
 Who is responsible in your business/organisation
 Align it with your corporate brand
 Integrate it into your marketing plan
 Engage key stakeholders in your sector
 Create and work within your corporate blogging policy
 Engage with your audience
 Make it easy to navigate
 Customise the design
 Make it easy to subscribe
 Build your community and connect to the
blogospehere
 Establish goals and measure ROI

Online Video / Audio
What is a Podcast?
‘A “podcast” is a buzzword to describe a very simple
concept: an audio or video file available on the Internet for
you to listen to and/or watch. A podcast can also refer to a
series of these audio or video files (similar to how a TV or
radio “show” can be a series of shows or just one show).
When using the word “podcast”, most people refer to the
entire series and not just one audio or video file.’
- Podcast.com

Why Podcast?
 Be a thought leader in your sector
 Lead generation - customer enquiries, sales leads
 Deliver training programmes/ tutorials online
 Promote events
 Record your events
 Internal communications
 Recruitment
 Customer service

YouTube is a video-sharing website on which users can upload,
share, and view videos.
- Wikipedia

Case Study - Media Box Online AD

Podcast Equipment
 Microphone
 Microphone Cover
 Memory Card
 Tripod
 Tri-pod / uni-pod
 QuickTime Pro / Windows Media Player

• Search CreatingaEngine Results and Visibility
• Website Traffic and Time on Site
• Community of Brand Ambassadors
• Customer Service & Loyalty
• Sales and Word of Mouth Referrals
• Increased Productivity
• Reduced Overheads
• Product/Brand Awareness
• Reputation Management
• New Strategic Alliances
• Research & Consumer Insights
• Innovation & New Product Development
• Global Reach
Return On Investment
Should Deliver

Social Media
Strategy & Measurement
Review Handout: Your Social Media Strategy in Action

Social Media Strategy CLDC

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