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Introducing Social Media

           by
Introductions
• “The Facebook guys”
• Miles Mussen
• Ryan Marshall
• Since 2009 we have been running the Stockbridge
  Edinburgh Facebook page
• We won The AXA Insurance Community
  Challenge for Scotland in 2010
• We have over 5600 followers on Facebook and
  over 1000 on Twitter
Aims of the Course
• Help you get an understanding of Social Media
• Get you thinking about a strategy
• Allow you to understand the basics of
  Facebook and Twitter for Businesses
• Give you some simple principles to help build
  a following on Facebook and Twitter
• Hopefully answer any specific questions you
  might have…remember no question is too
  basic
Why is it so important?

When only 14% of the population trust
            Advertising
                but
    90% of the population trust
recommendations on Social Media…..
What is Social Media?
Very simply Social media is: “An online conversation”
So who’s talking:
• your customers
• your employees
• your investors
• your critics
• your fans
• your competition…..
• In fact anyone who has internet access and an
  opinion
Just a few to think about...
What can it do for you?
• Help you listen to customers and build relationships
• Develop an online personality
• Respond quickly and effectively to both positive and
  negative reviews
• Introduce your brand, shop front, products and
  services to new customers
• Compliment other marketing campaigns
• Build links for Search Engine Optimisation
What it is not…
• Quick sure-fire way to more
  sales, bookings, tickets etc
• Effortless – but it is easy (with our help)
• Shouting – “It’s not about selling, it’s about
  helping people to buy”
Get a Strategy
• What are your goals?
• Who are you trying to reach? Who are your
  audience?
• How will you attract – followers, fans, likes, re-
  tweets, links?
• How much time do you have?
• How will you manage your reputation?
Facebook
Facebook Facts
• Launched 2004
• As of September 2012 Facebook has over 1 Billion
  active users
• Half of those use Facebook from a Mobile device
• The average user :
  – Spends 55 minutes logged onto Facebook each day
  – Is connected to 130 friends
  – Likes 2 pages a month
What is Facebook
A Social Networking Service that is:
• Free
• A personal Website
• An address book
• An events diary
• An email account
• A place to store and share your photos and videos
• An instant messaging and video messaging service
• A bulletin board
• A scrapbook
• A subscription service to your favourite brands, shops & places
• A place to create, manage and share a page for your
   business, charity or group
• Its power comes from people – ‘21st Century word of mouth’
The Three Facebook Levels
1. Facebook Profile
2. Facebook Page
3. Facebook Group

The two you need worry about, run from the
basic concept of Timeline
Introducing Timeline
The Differences
Facebook Profile:                Facebook Page:
•   For an individual            •   For a Business or
•   Only one per person              Organization
                                 •   Allowed multiple
•   Limited to 5000 friends          Administrators
•   Profiles can be as private   •   Unlimited
    or public as you want this       number of followers
    is controlled within your    •   Pages are Public
    Privacy Settings             •   Unlimited number of
                                     pages per individual
Pages in detail
Whilst we will cover the basics for a successful
page, all the resources you will ever need can be
found within The Facebook Help Centre on this
link:
• www.facebook.com/business/build
The following is how Facebook outlines Business
Pages for you:
• www.facebook.com/business
Before we get started
What’s a Vanity URL?
Vanity URL
• It is your page’s unique name
• Available once you receive 20 likes
• Initially your page will have a URL like this:
  https://www.facebook.com/pages/Womankind-
  Beauty/112746315490293?fref=ts
• Claiming your Vanity URL allows you to get rid of
  the numbers and therefore make it easier to
  promote elsewhere i.e
  www.facebook.com/WomankindBeauty
• Check the spelling before you claim it as once set
  it cannot be changed.
Getting the Basics right
•   Images
•   Applications
•   About
•   Posting
•   Interacting
•   Insights
•   Paid Advertising
Images
Facebook is a visual medium and the posts with
the best images get the best response:
• Get the sizes right
• Edit your photos (Photoshop express
  editor, Pixlr and Picassa are free and easy to
  use)
• Put your contact details at the bottom of
  them all (contact number and web address)
Example 1
• Image size 529 x409 pixels
…For Cover Photo 851 x 315 pixels
Example 2
…One Click in Picassa….
Example 3
…Picassa again
Example 4
…Picassa and Photoshop
Why Add Contact Details
• Branding
• Helping them to buy
Contact Details
..continued
How it looks
Get it right
• Invest in a decent camera or ensure that the
  camera you have can produce the image sizes
  you need.
• Cameras on most phones will give you an
  ample sized image
• Know the sizes you need the results will be so
  much better
Important Facebook Image sizes
• Cover Photo : 851 x 315 pixels
• Profile Image: 160 x 160 pixels
• Timeline Image: 403 x 403 Pixels

As long as the Original Image is larger than these
sizes it can cropped down to fit or repositioned
within Facebook….always check before posting
Applications
Applications
•   Position them as you want
•   Photos, Videos, and Likes will always be there
•   Link Twitter to your Facebook Page via tabs
•   Search and Find Applications that might
    enhance your page i.e e-commerce tabs, book
    now tabs, Static HTML
Editing Applications
• Hover over the right corner and a pencil will
  appear…..click to bring up options
Editing Applications
Introducing Social Media
About Section
• Accurate contact information
• Location
• Detail as much as you can that will enhance the
  followers experience and aid them to visit/call or buy.
• Create Milestones
• Facebook is introducing “Graph Search” that will rely
  on this information to be accurate alongside proper
  images. Your page’s ability to appear in these searches
  and it’s ranking will be affected by what you put in here
  so make it as detailed and as accurate as you can!
• http://www.facebook.com/about/graphsearch
Café Fish
7 Types of Post
1.   Statuses
2.   Photos
3.   Videos
4.   Offers
5.   Events
6.   Milestones
7.   Questions
Too Busy?




• Set the year/month/day and time you want
  your post to appear
Manage them in your Activity Log
Scheduled for tonight at 7pm as I am
               busy…
Best Practice
•   How often?
•   What type of post works best?
•   When should I post?
•   How can I get more people to follow my page?
There are no simple answers
• Every business is different
• You have a style and image that you believe works for your
  business try and replicate that in your page
• Experiment, try and think like one of your customers, when
  are they likely to be most active, what do they want to see?
• Find a theme and voice that matches your target audience
  (look at competitors and major brands)
• Mix up your content
• Monitor the results
• Be open and don’t shout
• Remember this is your business page and not your personal
  page
Who should I interact with?
• Like and interact with businesses in your local
  community
• Like and interact with your customers business
  pages
• Like and interact with any page that your
  customers might like
• However ONLY like and interact with pages you
  want to be associated with
• Remember don’t shout… Be polite and
  personable
How often should I interact?
• Daily
• When it’s relevant
• Remember your followers are likely to see
  your interactions in their News Feeds
What should I say?
•   Be polite
•   Be personable
•   Provide value
•   Don’t shout
Sharing other page’s posts?
• If it’s relevant to your page,
• If it matches your theme and voice
• If you think your followers would be interested
…then Share it
10 minute break
Before the break
• We Covered:
  – The Importance of Social Media
  – The Facebook Basics from Images to Interacting
What are Facebook Insights?
Facebook Insights are a simple tool to monitor
your page’s or individual post’s performance.
These are broken into:
• Demographics
• Likes
• Friends of Fans
• Talking About This
• Reach
Facebook Insights
Demographics
What do these mean?
• 62% Female - 36% Male Split
• Largest percentile is aged 25 - 34 years old
• Mainly between 25 – 44 years old
• 87% from the UK and the majority are from
  Edinburgh
• This allows us to target our posts at the
  market that matters most
Promote your page
• Have a link to your page on your website
• Create a Vanity URL
• Ensure it’s on all your business cards and any
  promotional literature
• Add it in any Advertising you do
Paid Advertising
• Allows you to set your own budget
• Target a specific audience by
  – Gender
  – Age
  – Location
  – Interests
• Drive traffic to your website or gain likes to
  your page
Offers
• Officially available to Pages with over 400 likes
  but from what we can see is available if you
  have over 200.
• As it is paid it will depend on how many
  friends of followers you have i.e your potential
  reach
• Here is a Facebook guide:
  http://www.facebook.com/help/pages/offers
It’s not formal but…
•   Be polite
•   Be open
•   Be engaging
•   Don’t shout
•   Have fun with it
Facebook Questions and Answers
Twitter
What is Twitter?
• Twitter is an information network. Millions of
  people, organizations, and businesses use it to discover
  and share new information.
• On Twitter, anyone can read, write and share messages
  of up to 140 characters. These messages, or
  “Tweets”, are public and available to anyone interested
  in them.
• Twitter users subscribe to your messages by following
  your account.
• Followers receive all of your “Tweets” in their timeline
  (a feed of all the accounts they are following)
Twitter Tour
• For those of you not used to Twitter here is
  their simple guide:
• http://support.twitter.com/articles/20169519
What are # Hashtags?
• The # symbol, called a hashtag, is used to mark
  keywords or topics in a Tweet.
• People use the hashtag symbol # before a
  relevant keyword or phrase (no spaces) in their
  Tweet to categorize those Tweets and help them
  show more easily in Twitter Search.
• Clicking on a hashtagged word in any message
  shows you all other Tweets marked with that
  keyword.
• Hashtags can occur anywhere in the Tweet – at
  the beginning, middle, or end.
What are Replies and Mentions?

                      @
• Using the @ sign before someone’s username
  allows you to direct a Tweet to them. This can be
  in the form of a Reply i.e @stockbridgetwit
  thanks for the help #Love#Stockbridge
• or in the form of a mention i.e thanks
  @stockbridgetwit for all the help #Love#
  Stockbridge
1. Search –twitter.com/search
#Stockbridge Edinburgh
Results
Twitter Best Practices
Build a following, reputation and Customer’s trust
with these simple practices:
• Share
• Listen
• Ask
• Respond
• Reward
• Demonstrate wider leadership and know-how
• Establish the right voice
Some Tips
• Tweet 80% of content that your followers will
  find helpful and 20% as self promotion
• Before you click send ask yourself “would I
  follow this person based solely on this one
  tweet”…..if it’s yes hit send
• Share your expertise, be the go to page for a
  topic and as a reliable source of information
• Be proactive, provide value be personable
Tweetdeck
Introducing Social Media
Questions and Answers

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Introducing Social Media

  • 2. Introductions • “The Facebook guys” • Miles Mussen • Ryan Marshall • Since 2009 we have been running the Stockbridge Edinburgh Facebook page • We won The AXA Insurance Community Challenge for Scotland in 2010 • We have over 5600 followers on Facebook and over 1000 on Twitter
  • 3. Aims of the Course • Help you get an understanding of Social Media • Get you thinking about a strategy • Allow you to understand the basics of Facebook and Twitter for Businesses • Give you some simple principles to help build a following on Facebook and Twitter • Hopefully answer any specific questions you might have…remember no question is too basic
  • 4. Why is it so important? When only 14% of the population trust Advertising but 90% of the population trust recommendations on Social Media…..
  • 5. What is Social Media? Very simply Social media is: “An online conversation” So who’s talking: • your customers • your employees • your investors • your critics • your fans • your competition….. • In fact anyone who has internet access and an opinion
  • 6. Just a few to think about...
  • 7. What can it do for you? • Help you listen to customers and build relationships • Develop an online personality • Respond quickly and effectively to both positive and negative reviews • Introduce your brand, shop front, products and services to new customers • Compliment other marketing campaigns • Build links for Search Engine Optimisation
  • 8. What it is not… • Quick sure-fire way to more sales, bookings, tickets etc • Effortless – but it is easy (with our help) • Shouting – “It’s not about selling, it’s about helping people to buy”
  • 9. Get a Strategy • What are your goals? • Who are you trying to reach? Who are your audience? • How will you attract – followers, fans, likes, re- tweets, links? • How much time do you have? • How will you manage your reputation?
  • 11. Facebook Facts • Launched 2004 • As of September 2012 Facebook has over 1 Billion active users • Half of those use Facebook from a Mobile device • The average user : – Spends 55 minutes logged onto Facebook each day – Is connected to 130 friends – Likes 2 pages a month
  • 12. What is Facebook A Social Networking Service that is: • Free • A personal Website • An address book • An events diary • An email account • A place to store and share your photos and videos • An instant messaging and video messaging service • A bulletin board • A scrapbook • A subscription service to your favourite brands, shops & places • A place to create, manage and share a page for your business, charity or group • Its power comes from people – ‘21st Century word of mouth’
  • 13. The Three Facebook Levels 1. Facebook Profile 2. Facebook Page 3. Facebook Group The two you need worry about, run from the basic concept of Timeline Introducing Timeline
  • 14. The Differences Facebook Profile: Facebook Page: • For an individual • For a Business or • Only one per person Organization • Allowed multiple • Limited to 5000 friends Administrators • Profiles can be as private • Unlimited or public as you want this number of followers is controlled within your • Pages are Public Privacy Settings • Unlimited number of pages per individual
  • 15. Pages in detail Whilst we will cover the basics for a successful page, all the resources you will ever need can be found within The Facebook Help Centre on this link: • www.facebook.com/business/build The following is how Facebook outlines Business Pages for you: • www.facebook.com/business
  • 16. Before we get started
  • 18. Vanity URL • It is your page’s unique name • Available once you receive 20 likes • Initially your page will have a URL like this: https://www.facebook.com/pages/Womankind- Beauty/112746315490293?fref=ts • Claiming your Vanity URL allows you to get rid of the numbers and therefore make it easier to promote elsewhere i.e www.facebook.com/WomankindBeauty • Check the spelling before you claim it as once set it cannot be changed.
  • 19. Getting the Basics right • Images • Applications • About • Posting • Interacting • Insights • Paid Advertising
  • 20. Images Facebook is a visual medium and the posts with the best images get the best response: • Get the sizes right • Edit your photos (Photoshop express editor, Pixlr and Picassa are free and easy to use) • Put your contact details at the bottom of them all (contact number and web address)
  • 21. Example 1 • Image size 529 x409 pixels
  • 22. …For Cover Photo 851 x 315 pixels
  • 24. …One Click in Picassa….
  • 29. Why Add Contact Details • Branding • Helping them to buy
  • 33. Get it right • Invest in a decent camera or ensure that the camera you have can produce the image sizes you need. • Cameras on most phones will give you an ample sized image • Know the sizes you need the results will be so much better
  • 34. Important Facebook Image sizes • Cover Photo : 851 x 315 pixels • Profile Image: 160 x 160 pixels • Timeline Image: 403 x 403 Pixels As long as the Original Image is larger than these sizes it can cropped down to fit or repositioned within Facebook….always check before posting
  • 36. Applications • Position them as you want • Photos, Videos, and Likes will always be there • Link Twitter to your Facebook Page via tabs • Search and Find Applications that might enhance your page i.e e-commerce tabs, book now tabs, Static HTML
  • 37. Editing Applications • Hover over the right corner and a pencil will appear…..click to bring up options
  • 40. About Section • Accurate contact information • Location • Detail as much as you can that will enhance the followers experience and aid them to visit/call or buy. • Create Milestones • Facebook is introducing “Graph Search” that will rely on this information to be accurate alongside proper images. Your page’s ability to appear in these searches and it’s ranking will be affected by what you put in here so make it as detailed and as accurate as you can! • http://www.facebook.com/about/graphsearch
  • 42. 7 Types of Post 1. Statuses 2. Photos 3. Videos 4. Offers 5. Events 6. Milestones 7. Questions
  • 43. Too Busy? • Set the year/month/day and time you want your post to appear
  • 44. Manage them in your Activity Log
  • 45. Scheduled for tonight at 7pm as I am busy…
  • 46. Best Practice • How often? • What type of post works best? • When should I post? • How can I get more people to follow my page?
  • 47. There are no simple answers • Every business is different • You have a style and image that you believe works for your business try and replicate that in your page • Experiment, try and think like one of your customers, when are they likely to be most active, what do they want to see? • Find a theme and voice that matches your target audience (look at competitors and major brands) • Mix up your content • Monitor the results • Be open and don’t shout • Remember this is your business page and not your personal page
  • 48. Who should I interact with? • Like and interact with businesses in your local community • Like and interact with your customers business pages • Like and interact with any page that your customers might like • However ONLY like and interact with pages you want to be associated with • Remember don’t shout… Be polite and personable
  • 49. How often should I interact? • Daily • When it’s relevant • Remember your followers are likely to see your interactions in their News Feeds
  • 50. What should I say? • Be polite • Be personable • Provide value • Don’t shout
  • 51. Sharing other page’s posts? • If it’s relevant to your page, • If it matches your theme and voice • If you think your followers would be interested …then Share it
  • 53. Before the break • We Covered: – The Importance of Social Media – The Facebook Basics from Images to Interacting
  • 54. What are Facebook Insights? Facebook Insights are a simple tool to monitor your page’s or individual post’s performance. These are broken into: • Demographics • Likes • Friends of Fans • Talking About This • Reach
  • 57. What do these mean? • 62% Female - 36% Male Split • Largest percentile is aged 25 - 34 years old • Mainly between 25 – 44 years old • 87% from the UK and the majority are from Edinburgh • This allows us to target our posts at the market that matters most
  • 58. Promote your page • Have a link to your page on your website • Create a Vanity URL • Ensure it’s on all your business cards and any promotional literature • Add it in any Advertising you do
  • 59. Paid Advertising • Allows you to set your own budget • Target a specific audience by – Gender – Age – Location – Interests • Drive traffic to your website or gain likes to your page
  • 60. Offers • Officially available to Pages with over 400 likes but from what we can see is available if you have over 200. • As it is paid it will depend on how many friends of followers you have i.e your potential reach • Here is a Facebook guide: http://www.facebook.com/help/pages/offers
  • 61. It’s not formal but… • Be polite • Be open • Be engaging • Don’t shout • Have fun with it
  • 64. What is Twitter? • Twitter is an information network. Millions of people, organizations, and businesses use it to discover and share new information. • On Twitter, anyone can read, write and share messages of up to 140 characters. These messages, or “Tweets”, are public and available to anyone interested in them. • Twitter users subscribe to your messages by following your account. • Followers receive all of your “Tweets” in their timeline (a feed of all the accounts they are following)
  • 65. Twitter Tour • For those of you not used to Twitter here is their simple guide: • http://support.twitter.com/articles/20169519
  • 66. What are # Hashtags? • The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet. • People use the hashtag symbol # before a relevant keyword or phrase (no spaces) in their Tweet to categorize those Tweets and help them show more easily in Twitter Search. • Clicking on a hashtagged word in any message shows you all other Tweets marked with that keyword. • Hashtags can occur anywhere in the Tweet – at the beginning, middle, or end.
  • 67. What are Replies and Mentions? @ • Using the @ sign before someone’s username allows you to direct a Tweet to them. This can be in the form of a Reply i.e @stockbridgetwit thanks for the help #Love#Stockbridge • or in the form of a mention i.e thanks @stockbridgetwit for all the help #Love# Stockbridge
  • 71. Twitter Best Practices Build a following, reputation and Customer’s trust with these simple practices: • Share • Listen • Ask • Respond • Reward • Demonstrate wider leadership and know-how • Establish the right voice
  • 72. Some Tips • Tweet 80% of content that your followers will find helpful and 20% as self promotion • Before you click send ask yourself “would I follow this person based solely on this one tweet”…..if it’s yes hit send • Share your expertise, be the go to page for a topic and as a reliable source of information • Be proactive, provide value be personable