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Social Media For Businesses | GA Boston

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This class was originally presented as part of General Assembly Boston's Summer Startup Series. It covers the basics for individuals within organizations to start building a social media strategy, managing platforms, and building a digital marketing team:

This fall the Boston Public Library will open its doors to General Assembly on the 3rd Monday of each month. We will host some of our most popular classes on Digital Marketing at the Central Library’s Commonwealth Salon to give you the practical, hands-on training you need to pursue work you love.

Social media has evolved into a necessary element of any marketing plan. Consumers are on social networks and expect to be able to find and connect with you. In this class, you’ll learn about the role of key social platforms such as Facebook, Twitter, Instagram, and Pinterest and how to start engaging consumers on these platforms.

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Social Media For Businesses | GA Boston

  1. 1. SOCIAL MEDIA FOR BUSINESSES Steph Parker, Activation Strategist
  2. 2. AGENDA ‣ Quick Introductions (5 minutes) ‣ Why Social Matters (5 minutes) ‣ Getting Started (30 minutes) ‣ Tools & Hacks (10 minutes) ‣ Staffing a Social Team (10 minutes) ‣ Q&A (30 minutes)
  3. 3. ‣ I work on the digital strategy team at allen & gerritsen in Seaport. ‣ I help clients navigate through the social space & act as a strategic partner for platforms, content, and innovation. ‣ I’ve worked on international stuff like Liberty Mutual & local stuff like WBUR. ‣ I live & breathe digital because I’m a nerd. HELLO! I’M STEPH.
  4. 4. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 TELL ME ABOUT YOU.
  5. 5. SOCIAL MEDIA FOR BUSINESSES– AUGUST 28, 2014 WHY DOES SOCIAL MEDIA MATTER TO MY BUSINESS?
  6. 6. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 Social media is your brand’s voice. It personifies your business. It allows you to have a conversation with people instead of just talking at them. It’s a customer service tool. It’s an education platform. And, when harnessed the right way, it creates awesome opportunities.
  7. 7. SOCIAL MEDIA FOR BUSINESSES– AUGUST 28, 2014 HOW DO WE EVEN GET STARTED?
  8. 8. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014
  9. 9. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 HERE’S THE PLAN TO BUILD YOUR PLAN. ‣ Define your business goals. ‣ Prioritize them for social media. ‣ Talk to the right people about getting a budget. ‣ Know your audience. Find out where they are. ‣ Pick your platforms. Start building. ‣ Know what to say.
  10. 10. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 DEFINE YOUR BUSINESS GOALS. More traffic to the website. Increased brand awareness. Customer loyalty. Brand advocacy. Email sign-ups. $$$. Better customer service. Customer education. Finding talent to work here. Broadened messaging reach.
  11. 11. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 PRIORITIZE FOR SOCIAL MEDIA. What’s most important?
  12. 12. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 TALK TO THE RIGHT PEOPLE ABOUT GETTING A BUDGET. Social media isn’t new anymore. Customers expect you to be there, somewhere.
  13. 13. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 KNOW YOUR AUDIENCE. FIND OUT WHERE THEY ARE. Unfortunately, even if you build it, they still might not come. Align your goals & audience per platform. You don’t need to be everywhere (forget FOMO).
  14. 14. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014
  15. 15. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 PICK YOUR PLATFORMS. START BUILDING.
  16. 16. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 FACEBOOK. Source: Facebook ‣ Almost a billion daily active users = everyone (but even then, sometimes it doesn’t make sense to be here) ‣ More than half a million mobile daily users ‣ Global audience reach ‣ Robust organic & paid media targeting ‣ Strong paid media placement options
  17. 17. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 TWITTER. ‣ Almost 300 million monthly active users ‣ Wide variety of audience interests ‣ Global reach ‣ 78% of users access via mobile ‣ Flexible paid targeting ‣ Audience skews slightly younger & male; majority of users are between 18-29 Source: Twitter, Pew Internet Research
  18. 18. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 LINKEDIN. Source: LinkedIn, Quantcast ‣ Talent & recruiting; small business & entrepreneur audiences comprise the majority ‣ 45% access via mobile (and the mobile experience is nicer!) ‣ Global reach ‣ More than 100 million U.S. users ‣ Majority of users are male; between 25-64
  19. 19. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 INSTAGRAM. ‣ 200 million international users ‣ Global reach ‣ Obviously, a visual mobile platform ‣ Can’t post links in posts ‣ Design, food, fashion, and travel-based content captivate large amounts of engagement ‣ Video limited to 15 seconds, highly underutilized feature Source: Instagram, Pew Internet Research
  20. 20. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 PINTEREST. Source: The Next Web ‣ 70 million users ‣ Overwhelmingly female (80% of users) & a bit more affluent ‣ Fashion & beauty dominate the platform, as well as recipes ‣ Just because you have online retail doesn’t necessarily mean Pinterest is for you
  21. 21. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 YOUTUBE. ‣ The leader in social video ‣ Humor + thought-provoking + artistically beautiful content = some of the most successful ‣ Like Facebook, everyone’s here ‣ More than 1 billion unique monthly users ‣ Mobile represents about 40% of a user’s time on the site Source: YouTube, Pew Internet Research
  22. 22. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 GOOGLE+. ‣ Great for Hangouts, not so great for anything else ‣ No consistent proven impact on SEO/search ‣ 343 million monthly users* ‣ Users tend to skew male, a bit younger, more tech & news focused Source: Mashable, Social Media Today
  23. 23. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 OTHER PLATFORMS TO CONSIDER: ‣ Snapchat ‣ Vine ‣ Tumblr ‣ Spotify
  24. 24. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 KNOW WHAT TO SAY.
  25. 25. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 What’s most important to your brand? What’s most important to your audience? Where do these things meet in the middle? And, what can you get away with?
  26. 26. SOCIAL MEDIA FOR BUSINESSES– AUGUST 28, 2014 WHAT TOOLS CAN MAKE US SUCCESSFUL?
  27. 27. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 MEET THE EDITORIAL CALENDAR.
  28. 28. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014
  29. 29. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 AND GET AN SMMS.
  30. 30. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014
  31. 31. SOCIAL MEDIA FOR BUSINESSES– AUGUST 28, 2014 WHO SHOULD WE HIRE TO MAKE THIS SUSTAINABLE?
  32. 32. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 Someone who knows enough about digital and content creation to challenge you & lead you. Who is willing & excited to be the living, breathing embodiment of the brand. An excellent communicator. An even better learner.
  33. 33. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 DO YOU NEED SOMEONE TO EXECUTE, OR SOMEONE WHO CAN ALSO PROVIDE A VISION?
  34. 34. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 Community managers can be fresh out of school. The strategic thinking that comes along with a marketing manager, on the other hand, comes with a few years of experience.
  35. 35. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 MUST-HAVES, NO MATTER WHO WHO YOU HIRE: ‣ Curiosity. ‣ Excellent written & oral communication skills. ‣ Work ethic. ‣ Typically, a background in marketing, sales, PR, communications, or journalism. ‣ The ability to articulate why social media for personal use is different than social media for businesses. ‣ A social presence of their own - duh.
  36. 36. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 THINGS THAT SEPARATE THEM FROM THE REST: ‣ A working knowledge of social analytics - Google, Facebook Insights, etc. ‣ Design experience to make imagery look great on the fly ‣ Working knowledge of HTML or a CMS ‣ Experience with user behavior or social psychology
  37. 37. SOCIAL MEDIA FOR BUSINESSES– AUGUST 28, 2014 WHAT DO I GO BACK & TELL PEOPLE I LEARNED TONIGHT?
  38. 38. SOCIAL MEDIA FOR BUSINESSES – AUGUST 28, 2014 ‣ Social media is the two-way channel your customers & clients want - and expect to be able to communicate with you in. ‣ It’s an investment that takes time & resources to build & maintain. ‣ A business doesn’t need to be on every network to be successful; it needs to be in the right channels to have an impact. ‣ Social media shouldn’t go to the Millennial in your organization by default. When done right, it’s a full-time responsibility for a talented candidate. ‣ Plan. Build. Test. Learn. Optimize.
  39. 39. SOCIAL MEDIA FOR BUSINESSES– AUGUST 28, 2014 Q&A
  40. 40. THANKS! STEPH PARKER @stephparker stephparker.com @allengerritsen a-g.com ‣ Body Level One ‣ Body Level Two ‣ Body Level Three ‣ Body Level Four ‣ Body Level Five

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