Joanne Sweeney-Burke teachers you how to develop your Social Media Strategy in this course developed for Clare Local Development Company. Copyright to Digital Training Institute.
2. 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
3. Welcome & Introductions
• Who are you?
• Why are you here?
• Level of social media knowledge
• What social networking sites are you using?
4. 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
5. 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.
6. 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
7. The Most Popular
Social Networking Sites in Ireland
• Facebook
• YouTube
• Twitter
• LinkedIn
• Google+
• Instagram
• Blogs
• Pinterest
8. 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)
9. 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
11. 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
13. 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
14. 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?
15. 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
16. 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
17. 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
18. 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
19. TASK:
Let’s prepare your Social Media Calendar for the next 6
weeks
Review: handout ‘Social Media Content Ideas’
20. 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
21. How Often Should I Post
Review handout: ‘Social media management in 34 minutes a day’
22. 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
23. 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?
24. Components of a Social Media
Strategy
1.Goals/Objectives
2.Target Market
3.Social Platforms
4.Action Plan
5.Content Planner
6.Key Metrics
7.Measurement
25. Components of a Social Media
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
27. 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
28. 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
29. Benefits of Facebook
PagesVisibility 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
30. 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!)
31. 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
32. 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.
33. Secrets of Facebook Posting
• 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
34. Secrets of Facebook Posting
• 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.
35. 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
36. Facebook Features for Business
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
37. Links - Link to your website, interesting news bits
Example: http://www.facebook.com/mediabox?sk=app_2309869772
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
Example: http://www.facebook.com/mediabox?sk=app_2392950137
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
Example: http://www.facebook.com/mediabox?sk=app_136005869798458
Events - create an event and send invitations to your fans
Facebook Features for Business
38. 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?
39. 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
40. How to Set up a Twitter Page
• Go to: www. twitter.com/signup
• Fill in necessary details
• Add a profile picture (avatar)
• Populate your page and start following friends/businesses
41. 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)
42. 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
43. 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
44. 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
45. 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
46. 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
47. 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
48. 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?)
49. 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
50. How to Set up a LinkedIn Profile
• Go to: www.linkedin.com/reg/join?trk=hb_join
• Fill in necessary details
• Add a profile picture (avatar)
• Populate your page and add connections
51. • 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
52. 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
57. 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
58. 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
59. 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
60. 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
61. 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
62. 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
63. Online Video / Audio
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
64. Online Video / Audio
YouTube is a video-sharing website on which users can upload,
share, and view videos.
- Wikipedia
66. Podcast Equipment
Microphone
Microphone Cover
Memory Card
Tripod
Tri-pod / uni-pod
QuickTime Pro / Windows Media Player
67. • 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