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Business & IP Centre
Start using social media for small business
Seema Rampersad – 2024
seema.rampersad@bl.uk
Blog - britishlibrary.typepad.co.uk/business
2
bl.uk
The British Library is for who wants to do research – entrepreneurs, academic,
creatives, commercial or personal. Space for small business meetings.
3
bl.uk
4
bl.uk
Our Research Service
We offer a range of paid services including; priced research and training.
Through these services the expertise and experience of our specialists can be
used to:
• Help inventors and designers to check on their ideas’ novelty when
considering applying for a patent, registered design, or registered trade mark
• Help entrepreneurs to find the information they need to develop a business
idea
• Support legal professionals in the patent litigation process
The service is charged at a rate of £108.40 (+VAT) per hour of
staff time with a minimum one hour research.
•I can’t cover everything
•A canter through key areas
•Start on your Social Media Strategy
•My top tips for success
•Question Time
1.5 hours to cover all of Social Media?
Source - http://www.sxc.hu/profile/garwee
What is Social Media?
•A fun interactive way of connecting people to
people and people to business
•Free – almost Free or Freemium
•Simple technology on web and mobile
•All the help you need is online…
What is Social Media really?
Source: https://aofund.org/resource/choosing-right-social-media-platform-your-business/
10
bl.uk
Have a Social Media Plan and Schedule!
Why all the fuss?
Social Media Statistics – Active Users
• 7.6 billion population in the World
• 4 billion – 60% using the internet
• 3 billion active on social media
• Average of 7.6 social media accounts
• New user every 15 seconds
• 100 billion Google searches a month
Slideshare – a form of social media for presentations.
“Discover, Share, and Present presentations and infographics
with the world's largest professional content sharing
community”.
Why all the fuss about Social Media?
What will Social Media do for you?
•Find out what your
• Customers
• Critics
• Fans
…are saying about you online
•Spot trends in your market - industry
•Monitor your competitors
What will Social Media do for you?
•Allow you to engage with your
• Customers
• Critics
• Fans
…in a transparent manner
•Measure your impact
•Crowdsource your products and services
Developing your Social Media strategy
What are your business goals?
• Increase brand awareness
• Develop brand credibility
• Build a relationship with your audience
• Grow an online community
• Brand Ambassadors & Influencers
Social Media Marketing is Content Marketing
Content Marketing is king because:
• Leads are eight times more likely to
convert than outbound leads (Hubspot)
• Dramatically lower cost per lead than
outbound marketing for start ups
• Build a trusting relationship with your
customers - no hard-sell
Content Marketing via Storytelling
We all respond to a good story:
• Your brand story is not a sales pitch
• What makes you and your staff special
• What makes your customers special
• What makes your product-service special
Content Marketing via Storytelling
• Keep the story simple
• Mistakes you made along the way
• Lessons learned
• Success stories you are proud of
Blogging for Small Business
Why you should blog
https://www.emailvendorselection.com/what-is-blog/
Why you should blog
•To build trust in your brand
– ‘real’ people vs anonymous business
•To build an audience of regular readers
•To be found
– Google search loves blogs –indexed terms
Multi-Platforms - Avoid putting all your
eggs in one basket
To drive traffic to your
website
To act as your social
media hub
To be seen as an
expert in your field
http://www.sxc.hu/profile/Kurhan
Why you should blog
How you should blog
• With passion… and patience
• For your audience
• On your own, or in a team
• Always about things related to your business
• Include a ‘call to action’ if possible
• Always include links to other content
Always
Ronseal
your
blog
titles
Put the
‘good stuff’
in the first
paragraph
In combination with your other social media
channels
Using your web domain
E.G. www.yourwebsite/blog
Measuring using built in tools or Google Analytics
Using this information to guide your future
content
How you should blog?
Always publicise your blog posts
Regularly
Content must be engaging /
surprising / intriguing / even
controversial (but not too much)
Include images and videos
Length must be right for your
readers
How you should blog
http://www.sxc.hu/profile/dspruitt
But does it really work?
Yes it does!
Shares…
Loom Bands stories
Advert! Check BIPC webinars
“The time has
passed when
Facebook was a
"good idea" for
businesses to try.
It's now essential
to your inbound
marketing
strategy.”
http://blog.hubspot.com/blog/tabid/6307/bid/5492/How-to-Create-a-Facebook-Business-Page-in-5-Simple-Steps-
With-Video.aspx#ixzz2NMs3aw5H
Facebook for Small Business
Daily status updates – but no hard sell
• Peeks ‘behind the scene’
• Photos and videos of your company at work
• Show a keenness to interact – polls, quizzes
• You are allowed to have a point of view
e.g. yoga trainer on diet and exercise
What content should you post?
Branding, Product and Services, eCommerce, Customer Info
Persuade your customers to do your
social media marketing for you
Use tools to save you time
- Buffer or Hootsuite
Use Facebook Insights to measure
Shares are most important
• Followed by comments
• Least useful are Likes
Manage and keep track
What content has the biggest impact?
- do more of the same
Are people actually spending money
on your website?
Vanity metrics aren’t good for business
- only your ego
Manage and keep track
• Facebook for Business gives you the latest news, tips, and
best practices to help meet your business goals
www.facebook.com/business
• How to set up your business page:
https://www.facebook.com/business/learn/set-up-
facebook-page
• How to post to your page:
https://www.facebook.com/business/learn/facebook-
page-create-posts/
Facebook tips
I can resist everything except temptation.
Oscar Wilde (41 chars)
Please accept my resignation.
I don't want to belong to any club that will accept
people like me as a member.
Groucho Marx(109 chars)
Aim for the sky and you’ll reach the ceiling. Aim for
the ceiling and you’ll stay on the floor.
Bill Shankly (95 chars)
What can you fit into
240 characters?
• Micro blogging – 240 character limit
• A technology without a purpose or vision
• The ‘Marmite’ of Social Media services
• Love it or loath it – it works
• But will it last? …Maybe.
What is X (Twitter)?
• Smaller numbers than Facebook
– but bigger spenders
• Unparalleled access to celebrities and decision
makers
• An opportunity to ‘go’ viral, e.g. Challenges
• The current reigning champion of social media
for business
• 0 to 10,000 followers in one week is possible
Why Post Updates?
Consistent Branding, Trends, Hashtags, Engagement
• Short term promotions and special offers
• Invite feedback / market research
• Enhance your reputation
• Improve your customer responsiveness
• Build good relations
• Remember to protect your profile name
How to use X (Twitter)
Good Customer Services
Good Customer Services
• Find trending topics and experts
• Find evangelists for your brand
• Make sure you separate work and play
• Be careful when re-posting (libel laws apply)
• BBC advice:
“Never tweet when you're pissed… or pissed off”
How to use X (Twitter)
•Post weekly
•Don’t ignore complaints
- they are a test
• Switch to direct message (DM)
instead of email
• Follow key X users including your rivals
X (Twitter) top tips
• The ‘grown-up’
Social Media channel
• Your virtual CV
• Professional Network
• Job Hunting
• Hubspot survey showed LinkedIn is 3 times
more effective than X (Twitter) or Facebook for
converting website visitors into leads
LinkedIn for Small Business
Personal with a Business, Groups or Companies Profiles
Is Foluke a reliable contact, an industry expert
or trustworthy business?
Create a community, group or company profile…
• Good for consultants, trainers and
professions
• Use for Groups, Communities and Company
News
• Research and engage with potential
customers
• Check out your competitors
• Get recommendations
• Link to your other social media activities
LinkedIn for Small Business
• Twitter for photo sharing
• No pushy sales messages
• Use it to showcase your brand and
customers
• Stories with videos
Instagram for small business
• Research
- then use the best hashtags
• But don’t overdo it
- 10 to 15 hashtags max
• Aim to get the best quality photos you can
• Encourage your customers to share their photos
Instagram for small business
Instagram pros and cons
Pros
• Lots of users
• Lots of millennials
• Lots of engagement
• Created for mobile devices,
Live & IGTV videos
• Does integrate well with
other social media
platforms
Cons
•Links in biographies
•Advertising (too much or
too little, depends)
•Younger users
67
bl.uk
Tik Tok overtakes Google as most popular
site
Tik Tok…
• Used to create and curate theme-based
image collections
• Browse other pinboards for inspiration
• 're-pin' images, or 'like' photos, ‘Buy it’
• Young upstart… but very rapid growth
e.g. Fashion, Homes etc
Pinterest for Small Business
Product Placement
Pinterest pros and cons
Pros
•Images can be linked to
your web pages
•Users can ‘repin’ your
images, share links, Use for
Shopping, Buy it
•‘Pin It’ button makes it easy
for your fans to share content
Cons
• 80% are women
• So only 20% are
men
• Not very
conversational
• People love moving images
• Google loves videos
• Demonstrate how things work
• Share your knowledge
YouTube for Small Business
Video is taking over social media - Sales
increased by 700% due to YouTube videos
YouTube for Small Business
Other social media players - WhatsApp
Snapchat, Threads, etc – Customers Increasing
Usage
78
bl.uk
Curate content as in other platforms but with shorter life-spans (text,
video, snap messages)
Encourage Participation and Interaction with shares
Get Creative – Share Snaps, Pictures
Call to Action – Project group, Teams, Launches, Events
Build a Following
Encrypted Communication
Things to Look Out for…
78
79
bl.uk
Artificial Intelligence for Digital Marketing
80
bl.uk
Buffer for scheduling content
Share good stuff with
e.g.Hootsuite for monitoring & curating content
Use Analytics
The new standard for websites and apps...
e.g. Chatty Feet
The new standard for websites… build-in integration, data
and user experience with your social media. Website hub to
social media channels.
Influencers – little and large
Source: https://www.socialmediaexaminer.com/how-to-find-social-media-micro-influencers-for-your-small-business/
#1: Find Micro-influencers Among
Your Fans
#2: Research Hashtags to Find
Influential Users
#3: Do a ‘Google’ Search for Local
Bloggers
#4: Use Third-party Tools to Find
People in Your Niche e.g. Twitter
Followerwonk, BuzzSumo, etc.
Author Neil Gaiman tweets support for The Peterfield Bookshop
Join or create a community of interest
• Aim to limit to 30 minutes a day
• Keep it professional – no bad virals
• Look out for new services
• Measure results and cull
• Posts with photos are viewed 75% more
• Posts with videos are viewed 57% more
My top tips for Social Media success
Stay
focussed
Keep
away
from the
lolcats &
coffee
cups
Source: https://aofund.org/resource/choosing-right-social-media-platform-your-business/
• Have a consistent brand / name
across your social media platforms
• Don’t just lurk on social media
My top tips for Social Media success
• Make sure you contribute valuable content
• Be a person online
- but not too personal
• Aim to be ‘marketing lite’
- avoid spamming
• Have fun with it!
My top tips for Social Media success
End
Link to Slides –
please email me at
seema.rampersad@bl.uk
Thank you!
Start Using Social Media for Small Business

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Start Using Social Media for Small Business

  • 1. Business & IP Centre Start using social media for small business Seema Rampersad – 2024 seema.rampersad@bl.uk Blog - britishlibrary.typepad.co.uk/business
  • 2. 2 bl.uk The British Library is for who wants to do research – entrepreneurs, academic, creatives, commercial or personal. Space for small business meetings.
  • 4. 4 bl.uk Our Research Service We offer a range of paid services including; priced research and training. Through these services the expertise and experience of our specialists can be used to: • Help inventors and designers to check on their ideas’ novelty when considering applying for a patent, registered design, or registered trade mark • Help entrepreneurs to find the information they need to develop a business idea • Support legal professionals in the patent litigation process The service is charged at a rate of £108.40 (+VAT) per hour of staff time with a minimum one hour research.
  • 5.
  • 6. •I can’t cover everything •A canter through key areas •Start on your Social Media Strategy •My top tips for success •Question Time 1.5 hours to cover all of Social Media?
  • 7. Source - http://www.sxc.hu/profile/garwee What is Social Media? •A fun interactive way of connecting people to people and people to business •Free – almost Free or Freemium •Simple technology on web and mobile •All the help you need is online…
  • 8. What is Social Media really?
  • 10. 10 bl.uk Have a Social Media Plan and Schedule!
  • 11. Why all the fuss?
  • 12. Social Media Statistics – Active Users • 7.6 billion population in the World • 4 billion – 60% using the internet • 3 billion active on social media • Average of 7.6 social media accounts • New user every 15 seconds • 100 billion Google searches a month
  • 13.
  • 14. Slideshare – a form of social media for presentations. “Discover, Share, and Present presentations and infographics with the world's largest professional content sharing community”.
  • 15. Why all the fuss about Social Media?
  • 16. What will Social Media do for you? •Find out what your • Customers • Critics • Fans …are saying about you online •Spot trends in your market - industry •Monitor your competitors
  • 17. What will Social Media do for you? •Allow you to engage with your • Customers • Critics • Fans …in a transparent manner •Measure your impact •Crowdsource your products and services
  • 18. Developing your Social Media strategy What are your business goals? • Increase brand awareness • Develop brand credibility • Build a relationship with your audience • Grow an online community • Brand Ambassadors & Influencers
  • 19. Social Media Marketing is Content Marketing Content Marketing is king because: • Leads are eight times more likely to convert than outbound leads (Hubspot) • Dramatically lower cost per lead than outbound marketing for start ups • Build a trusting relationship with your customers - no hard-sell
  • 20. Content Marketing via Storytelling We all respond to a good story: • Your brand story is not a sales pitch • What makes you and your staff special • What makes your customers special • What makes your product-service special
  • 21. Content Marketing via Storytelling • Keep the story simple • Mistakes you made along the way • Lessons learned • Success stories you are proud of
  • 22. Blogging for Small Business
  • 23. Why you should blog https://www.emailvendorselection.com/what-is-blog/
  • 24. Why you should blog •To build trust in your brand – ‘real’ people vs anonymous business •To build an audience of regular readers •To be found – Google search loves blogs –indexed terms
  • 25. Multi-Platforms - Avoid putting all your eggs in one basket
  • 26. To drive traffic to your website To act as your social media hub To be seen as an expert in your field http://www.sxc.hu/profile/Kurhan Why you should blog
  • 27. How you should blog • With passion… and patience • For your audience • On your own, or in a team • Always about things related to your business • Include a ‘call to action’ if possible • Always include links to other content
  • 29. Put the ‘good stuff’ in the first paragraph
  • 30. In combination with your other social media channels Using your web domain E.G. www.yourwebsite/blog Measuring using built in tools or Google Analytics Using this information to guide your future content How you should blog?
  • 31. Always publicise your blog posts
  • 32. Regularly Content must be engaging / surprising / intriguing / even controversial (but not too much) Include images and videos Length must be right for your readers How you should blog http://www.sxc.hu/profile/dspruitt
  • 33. But does it really work? Yes it does!
  • 36. Advert! Check BIPC webinars
  • 37.
  • 38. “The time has passed when Facebook was a "good idea" for businesses to try. It's now essential to your inbound marketing strategy.” http://blog.hubspot.com/blog/tabid/6307/bid/5492/How-to-Create-a-Facebook-Business-Page-in-5-Simple-Steps- With-Video.aspx#ixzz2NMs3aw5H Facebook for Small Business
  • 39.
  • 40. Daily status updates – but no hard sell • Peeks ‘behind the scene’ • Photos and videos of your company at work • Show a keenness to interact – polls, quizzes • You are allowed to have a point of view e.g. yoga trainer on diet and exercise What content should you post?
  • 41. Branding, Product and Services, eCommerce, Customer Info
  • 42. Persuade your customers to do your social media marketing for you
  • 43. Use tools to save you time - Buffer or Hootsuite Use Facebook Insights to measure Shares are most important • Followed by comments • Least useful are Likes Manage and keep track
  • 44. What content has the biggest impact? - do more of the same Are people actually spending money on your website? Vanity metrics aren’t good for business - only your ego Manage and keep track
  • 45. • Facebook for Business gives you the latest news, tips, and best practices to help meet your business goals www.facebook.com/business • How to set up your business page: https://www.facebook.com/business/learn/set-up- facebook-page • How to post to your page: https://www.facebook.com/business/learn/facebook- page-create-posts/ Facebook tips
  • 46. I can resist everything except temptation. Oscar Wilde (41 chars) Please accept my resignation. I don't want to belong to any club that will accept people like me as a member. Groucho Marx(109 chars) Aim for the sky and you’ll reach the ceiling. Aim for the ceiling and you’ll stay on the floor. Bill Shankly (95 chars)
  • 47. What can you fit into 240 characters?
  • 48. • Micro blogging – 240 character limit • A technology without a purpose or vision • The ‘Marmite’ of Social Media services • Love it or loath it – it works • But will it last? …Maybe. What is X (Twitter)?
  • 49. • Smaller numbers than Facebook – but bigger spenders • Unparalleled access to celebrities and decision makers • An opportunity to ‘go’ viral, e.g. Challenges • The current reigning champion of social media for business • 0 to 10,000 followers in one week is possible Why Post Updates?
  • 50. Consistent Branding, Trends, Hashtags, Engagement
  • 51. • Short term promotions and special offers • Invite feedback / market research • Enhance your reputation • Improve your customer responsiveness • Build good relations • Remember to protect your profile name How to use X (Twitter)
  • 54. • Find trending topics and experts • Find evangelists for your brand • Make sure you separate work and play • Be careful when re-posting (libel laws apply) • BBC advice: “Never tweet when you're pissed… or pissed off” How to use X (Twitter)
  • 55. •Post weekly •Don’t ignore complaints - they are a test • Switch to direct message (DM) instead of email • Follow key X users including your rivals X (Twitter) top tips
  • 56.
  • 57. • The ‘grown-up’ Social Media channel • Your virtual CV • Professional Network • Job Hunting • Hubspot survey showed LinkedIn is 3 times more effective than X (Twitter) or Facebook for converting website visitors into leads LinkedIn for Small Business
  • 58. Personal with a Business, Groups or Companies Profiles
  • 59. Is Foluke a reliable contact, an industry expert or trustworthy business?
  • 60. Create a community, group or company profile…
  • 61. • Good for consultants, trainers and professions • Use for Groups, Communities and Company News • Research and engage with potential customers • Check out your competitors • Get recommendations • Link to your other social media activities LinkedIn for Small Business
  • 62. • Twitter for photo sharing • No pushy sales messages • Use it to showcase your brand and customers • Stories with videos Instagram for small business
  • 63. • Research - then use the best hashtags • But don’t overdo it - 10 to 15 hashtags max • Aim to get the best quality photos you can • Encourage your customers to share their photos Instagram for small business
  • 64.
  • 65.
  • 66. Instagram pros and cons Pros • Lots of users • Lots of millennials • Lots of engagement • Created for mobile devices, Live & IGTV videos • Does integrate well with other social media platforms Cons •Links in biographies •Advertising (too much or too little, depends) •Younger users
  • 67. 67 bl.uk Tik Tok overtakes Google as most popular site
  • 69.
  • 70. • Used to create and curate theme-based image collections • Browse other pinboards for inspiration • 're-pin' images, or 'like' photos, ‘Buy it’ • Young upstart… but very rapid growth e.g. Fashion, Homes etc Pinterest for Small Business
  • 72. Pinterest pros and cons Pros •Images can be linked to your web pages •Users can ‘repin’ your images, share links, Use for Shopping, Buy it •‘Pin It’ button makes it easy for your fans to share content Cons • 80% are women • So only 20% are men • Not very conversational
  • 73. • People love moving images • Google loves videos • Demonstrate how things work • Share your knowledge YouTube for Small Business
  • 74. Video is taking over social media - Sales increased by 700% due to YouTube videos
  • 75. YouTube for Small Business
  • 76. Other social media players - WhatsApp
  • 77. Snapchat, Threads, etc – Customers Increasing Usage
  • 78. 78 bl.uk Curate content as in other platforms but with shorter life-spans (text, video, snap messages) Encourage Participation and Interaction with shares Get Creative – Share Snaps, Pictures Call to Action – Project group, Teams, Launches, Events Build a Following Encrypted Communication Things to Look Out for… 78
  • 83. e.g.Hootsuite for monitoring & curating content
  • 85. The new standard for websites and apps... e.g. Chatty Feet
  • 86. The new standard for websites… build-in integration, data and user experience with your social media. Website hub to social media channels.
  • 87. Influencers – little and large Source: https://www.socialmediaexaminer.com/how-to-find-social-media-micro-influencers-for-your-small-business/ #1: Find Micro-influencers Among Your Fans #2: Research Hashtags to Find Influential Users #3: Do a ‘Google’ Search for Local Bloggers #4: Use Third-party Tools to Find People in Your Niche e.g. Twitter Followerwonk, BuzzSumo, etc.
  • 88. Author Neil Gaiman tweets support for The Peterfield Bookshop
  • 89. Join or create a community of interest
  • 90. • Aim to limit to 30 minutes a day • Keep it professional – no bad virals • Look out for new services • Measure results and cull • Posts with photos are viewed 75% more • Posts with videos are viewed 57% more My top tips for Social Media success
  • 93. • Have a consistent brand / name across your social media platforms • Don’t just lurk on social media My top tips for Social Media success • Make sure you contribute valuable content
  • 94. • Be a person online - but not too personal • Aim to be ‘marketing lite’ - avoid spamming • Have fun with it! My top tips for Social Media success
  • 95. End Link to Slides – please email me at seema.rampersad@bl.uk Thank you!

Editor's Notes

  1. In this workshop, we will cover: How to use social media as a business tool Best platforms for digital marketing Promoting your business using social media Session Summary Q&A Attendees will leave this session with a better understanding of: What digital marketing is How to use social media for business Avoiding feeling overwhelmed by social media
  2. https://cdn2.hubspot.net/hubfs/2124471/A_Guide_to_Develop_Your_Social_Media_Strategy.pdf
  3. https://www.ofcom.org.uk/about-ofcom/latest/media/media-releases/2020/uk-internet-use-surges
  4. A Day in the Life Journey (2021) Page 90 - https://www.ofcom.org.uk/__data/assets/pdf_file/0013/220414/online-nation-2021-report.pdf
  5. https://bootcampdigital.com/blog/planning-your-digital-marketing-investments-for-2022/