The basis for my seminar on introduction to social media for small business. If you hire me for a four-hour session you'll get something tailored but based on this.

1. Social Media and Your
Business
your network, your contact
www.clapperton.co.uk

2. Welcome and
introductions
• Guy Clapperton,
Guardian/Times/Telegraph/ Indie/BBC
• Freelance hack since 1993
• Trainer since 2002

3. Books

4. Quiz
i. How many characters may you type in
a Tweet on Twitter?
ii. How many characters can you put into
a Facebook update?
iii. What does „blog‟ stand for?

5. Quiz cont.
iv. What does it cost to upload a video to
YouTube?
v. How do you arrange to display a YouTube
video on your website?
vi. Which looks more professional,
gmail.com or mac.com on your email
address?

6. Who’s who
• Twitter - very IT-savvy, given to celebs &
spamming
• Facebook - very interactive, some right
wasters of time in here
• The rest: Pinterest, Google+…
• LinkedIn for B to B

7. Remember – check who’s where.
Don’t rely on preconceptions!

9. Surprising figures
• Ofcom: 50 per cent of social media
users over 35 four years ago
• Young people actually seem to be
abandoning it

10. Surprising
figures cont.
• Check
http://www.ignitesocialmedia.com/social-
media-stats/2012-social-network-
analysis-report/ for network by network
breakdown
• Check http://bit.ly/16MmG
for a report from the Guardian, Aug 09

11. Following people
• Finding Tweeters and Facebookers
• Following, not hassling
• Finding leads

12. Exercise
Part 1
Map either your customer or one of your
clients’customers to the social medium
you believe they will be looking at. Write a
couple of sentences about how you might
engage with them there.

13. Exercise
Part 2
You’re right, the customer is there and
hasTweeted:
“Just had some terrible service
from XX. Avoid.”
You know journalists will be looking as well
as other customers. Draft a response

14. Engaging the reader
• Are they there?
• Pitching and the Charles Arthur example
• “Will you “like” my agency?”
(Er…no!)

15. Engaging the
reader cont.
• Facebook as source. Facebook for fact
checkers
• Your own contacts on your own website
(check mine)

16. Reactive social media

18. Business blogs
• A blog is for life, not just for Christmas
• What will it say? How often?
• Moderation
 spamming
 negativity
 advertising other services

19. Blogging sites
• Wordpress
• Blogger/Blogspot

20. Twitter
• The danger of spamming
• Subtle sales
• Responding to other people

21. Twitter cont.
• Personal brand
• Etiquette and expectations – the
Moonfruit problem

22. Flickr: markhillary

23. Non-corporate
Tweeting
• The satnav people
• The commenters
• The phonies

24. Who should or
shouldn’t Tweet
• Decision makers?
• Communications people?
• Juniors?

25. Reputation
management
• Corporate comms
• Spell checker!
• Part of your messaging strategy

26. Policy
• Clauses about bringing employers into
disrepute apply online!
• What does your company/client‟s social
media policy say?
The CIPR says this: http://bit.ly/oXTNg

27. Colleagues must understand staff
policy can apply to personal as well as
corporate blog/Twitter/Facebook

28. Things you can do
• Announcements
• Status reports
• Customer management

29. Things it’s much
better not to do
• Seek new „followers‟ for the sake of it
• Treat the social media interchangeably –
Facebookers will expect fewer updates
than Twitter users
• Overt promotion – see the Moonfruit
example

30. Exercise
Devise a campaign using social media
and map it out. Use your own business as
an example or a client if you’re in PR.
Remember, promote rather than annoy.

31. Measuring up
• Set a target, or you can‟t hit it!
• Who‟s clicking where? Bit.ly…
• Numbers of followers are fine but are
they responding?

32. Free services
• Klout
• Twitalyzer
• PeerIndex – guess who‟s a fashion icon

34. Paid services
• Radian 6
• Adobe Social Media Analytics
• Whatever has come out in the last
month!

35. Publicising
electronically
• Business cards
• .tel
• Part of the mix!

36. Conclusions
• Get Twittered up
• Consider a blog
• Make your presence felt!

37. Q & A and thanks
guy@clapperton.co.uk
@guyclapperton
www.clapperton.co.uk