Social media is an important element of any business' online marketing strategy. In this presentation, Laura Hampton, Digital Marketing Manager at Impression, explains the foundations of social media success, how to use LinkedIn, Twitter, Facebook and YouTube and what a successful campaign looks like. In partnership with the University of Nottingham Business School. Delivered on the 2nd September 2015.

1. Strategic Social Media
How to use social media to achieve your business goals
Working in partnership:

2. lauralhampton impressiontalk
uk.linkedin.com/in/lauralhampton
laura.hampton@impression.co.uk

3. Credentials

4. Clients

5. Ask questions
Give feedback
Share examples
@impressiontalk
#strategicsmm

6. Today’s agenda
– Introduction to social media for business
– Foundations for social success
– Structure of a successful social media campaign
– Common social media channels and how to make the most of them
– Structuring your campaign
– Measuring success
– What you should expect from your marketing team
– Nottingham University: Social Media Examples

7. 59% of the UK population
have ACTIVE social
media accounts

8. 57% of UK small
businesses are using
social media to win new
business

11. What could social
media do for your
business?

12. What could social media do for you?
– Reach more prospective customers
– Convert more prospects into customers
– Keep existing customers loyal
– Gain market intelligence

13. “Social media is the medium
through which we engage our
audience and show the
personality behind our brand”

14. Foundations for success
● Something to say
● Someone to say it to
● A reason for saying it

15. Something to say (brand stories)

16. - What differentiates you from your
competitors?
- What is unique about your
business?
- What do you do, in a nutshell?
- Why do your customers buy from
you?
- What need/desire do you fulfil?
- What is your backstory?
Brand stories

17. Not just what, but how...

18. Blogging

19. Guides

20. Creative Content

21. Videos

22. Audio

23. What do you have to
say? Think brand
stories and
content

24. Someone to say it to (audience)

25. Knowing your audience
– Who are you trying to speak to
– What are their interests
– What challenges face them/their industry
– How does your service/product help them

26. Knowing your audience
– Audience segments
– Individuals
– Personas - motivations

27. Key Attributes
Time Poor Time Rich
Answering to
Others
Sole decision
maker
Low propensity to
buy
High propensity to
buy
Technophobe Technophile
Office based On the road
Technology and Web Use Challenges
Time: Matt is investing a lot of time in
getting his business off the ground
and knows every minute is valuable
Admin: Matt feels overwhelmed by the
paperwork involved in starting a
business and wants to make sure he
gets it right.
Focus: Matt started his business
because he loves what he does. He
wants to retain his focus and not get
bogged down in tasks related to
running the business wherever
possible.
Name: Matt Thomson
Age: 31
Position: Owner
Company: Thomson Creative
Matt says: “I’m really excited to be running my own business
and want to ensure I have the best chance of success.
NEW BUSINESS OWNER
Matt is our new business owner, currently operating from
his home. He has extensive experience in his field but has
never run a business.
He is hungry for information and does his best to read as
much as he can to equip him to run his business
successfully, but he is limited in time. He appreciates bite-
size content and quick responses. He is best suited to
graphical content, guides, listicles and social interactions.

28. Who are you trying to
reach?

29. A reason for saying it (goals)

30. SMART goals

31. What are your goals?
Make them
SMART.

32. Foundations for success
● Something to say
(stories and content)
● Someone to say it to
(audience)
● A reason for saying it
(goals)

35. LinkedIn

36. Your LinkedIn profile

42. Growing Your Network

43. Who do you want to reach? Can
find them by name...

47. Don’t know the name but know
the role/location/business?

50. Actions for you
– Review your own LinkedIn personal profile - does it reflect
your brand stories?
– Review the profiles of your colleagues
– Business guidelines for LinkedIn
– Try for networking
– Training for salespeople on using LinkedIn for
networking/prospecting?

51. Your company page

57. Actions for you
– Set up Company Page (if not already)
– Post updates - think brand stories
– Create a plan
– Review Analytics data
– Learn from response

60. How Twitter works
– Followers
– Following
– Tweeting, replying, retweeting

61. Who to follow?

62. Who should you
follow in your
business?

63. Who to follow
– Customers
– Suppliers
– Colleagues
– Influencers
– Journalists

64. What to say?

65. Something to say (brand stories)

66. Write 3 tweets for
your business
- 2 brand stories
- 1 ‘happening’

67. Actions for you
– Review who you’re following
– Follow relevant accounts
– Start tweeting
– Create a plan

68. PR through Twitter

69. Find local journalists: twitter.
com/nottscc/lists

71. PR Hashtags
#prrequest
#journorequest

72. Hootsuite

74. Getting started with Hootsuite
– Claim free account
– Set up mentions stream
– Set up custom search streams

75. Set up streams

76. Services or products Journalist requests
Custom search streams: OR, AND, “”

77. Dangers of scheduling

79. Tips to remember
– Set up a COMPANY PAGE not a personal page
– This is shown by ‘like’ feature
– Company page not linked to personal

81. Posting on Facebook
- Consider your brand stories
- Facebook posts much longer than Twitter, so can be less frequent
- Images work really well
- Share video content too

82. Example posts...

83. What does success look like?
- Likes
- Comments
- Shares

84. Facebook Insights

85. Actions for you
– Review Facebook page - is it definitely a page, not a profile?
– Add all contact and about information
– Review Insights

86. Facebook Advertising
- Highly targeted
- Boost existing posts
- New adverts
- From £5.00

88. Who owns YouTube?

89. Who owns YouTube?

90. Structuring your social media campaign
1. Have a clear set of goals
a. who?
b. what?
c. why?
2. Select the appropriate channel
3. Create a content plan

91. Structuring your social media campaign
4. Start posting, give it a couple of weeks
5. Review
6. Refine

92. Measuring success

93. Google Analytics

97. Sales
Enquiries
Sales team
CRM

98. What to expect from your marketing team
● Cohesion
● Clear planning
● Set KPIs
● Measurement
● Refinement

99. What they should expect from you
● Digital leadership
● Environment for
trying (and failing)
● Investment in
marketing

100. Social media in practice...
Tom Wright
Digital Engagement Manager
Using social media to
engage our audience

101. Today’s agenda
– Introduction to social media for business
– Foundations for social success
– Structure of a successful social media campaign
– Common social media channels and how to make the most of them
– Structuring your campaign
– Measuring success
– What you should expect from your marketing team
– Nottingham University: Social Media Examples

102. HELLO@IMPRESSION.CO.UK
THANK YOU
laura.hampton@impression.co.uk
uk.linkedin.com/in/lauralhampton/
@lauralhampton
www.impression.co.uk