SlideShare una empresa de Scribd logo
1 de 77
U!"#$ S%&"'( M)*"'
f%r B+!"#)!!
W,- !%&"'( .)*"'?
•  Your customers want and expect easy
   access to information about you
•  SM gives you the opportunity to network
   on your terms at convenient times
•  Done well and with a clear strategy, social
   media can save you time and money
W,'/ &'# I +!) "/ f%r?
•    Promoting your personal brand
•    Improving client relationships
•    Setting your business brand apart
•    Driving traffic to your website
•    Business networking
•    Customer service
•    Market research
W,)r) *% I !/'r/?
Setting realistic,
achievable goals
S/r'/)$- f%r !+&&)!!


            Business	
          Target	
  
             Goals	
           Audience	
  



           Analysis	
  &	
     Content	
  
           Evalua7on	
         Strategy	
  
W,'/ 'r) -%+r b+!"#)!! $%'(!?
•    Selling products through your website
•    Increasing donations
•    Increasing your network of clients
•    Improving your customer services
•    Streamlining your business processes
•    Disseminating campaign messages
G%'( p'/,!
Business	
  Goal	
                 How	
  will	
  we	
  measure	
  ?	
  	
     What	
  does	
  success	
  look	
  
                                                                               like?	
  	
  
Brand	
  engagement	
              Pages	
  per	
  visit	
                     3+	
  
Disseminate	
  a	
  message	
      Share	
  buBons	
                           100+	
  per	
  week	
  
Higher	
  online	
  dona7ons	
     Revenue	
                                   +15%	
  aKer	
  1st	
  month	
  
W,"&, p('/f%r.?
Where are your target audience & are
they open to listening to you?
facebook	
                twiBer	
  




           LinkedIn	
  
                                  Google
                                    +	
  


YouTube	
                 Vimeo	
  




          Pinterest	
             Instagram	
  




WordPress	
               tumblr	
  
W,% "! w,)r)
'#* w,-
P)r!%#'( br'#*"#$
•  Think about how having an influential
   personal profile online can have a direct
   impact on your business
•  Do an online audit, what is already out
   there? What do people see when they
   Google you?
•  Having strong personalities which are
   visible on social platforms can be great
   for your business
Br'#*"#$ -%+r b+!"#)!!
•  Become an information hub not
   just a broadcaster
•  Create reasons to share 
•  Why are you growing followers?
   Have a game plan
D%#’/ f%r$)/:
Any online activity that can link back to
your web content (not just your website)
is important for SEO (Search Engine
Optimisation) and brand visibility. Social
sharing is increasingly important for
search rankings so make your content
easy to share!
S/r'/)$- f%r !+&&)!!


            Business	
          Target	
  
             Goals	
           Audience	
  



           Analysis	
  &	
     Content	
  
           Evalua7on	
         Strategy	
  
L%%0 '/ )'&, p('/f%r. "# /+r#


•  Who	
  uses	
  this?	
  
                                      Facebook	
                •  What	
  happens	
  
•  What	
  do	
  you	
         •  Are	
  the	
  right	
            next?	
  
   want	
  to	
  happen?	
        people	
  here?	
             •  What	
  will	
  success	
  
                                                                   look	
  like?	
  
                               •  Will	
  they	
  engage?	
  

        LinkedIn	
                                                        TwiBer	
  
M1"."!) -%+r
L"#0)*I# pr%2()
D)!"$# w"/, v"!"/%r! "# ."#*
•  Decide on your target audience
•  Check Google Insights for relevant
   search terms
•  Use your profile as a showcase for the
   position you’re in now.
•  Customise web links
•  Use SlideShare / Amazon apps to add
   personality
•  Schedule updates to keep you in the
   newsfeed
H'v) ' #)/w%r0"#$ $'.) p('#
•  Start with the end goal in mind
•  Search potential client profiles for
   appropriate groups
•  Look at group statistics before joining
•  Schedule group activity and build credibility
•  Make contact with moderators and offer
   content
•  Start your own group and include a link on
   your email signature
Gr%w -%+r &%#/'&/! !/r'/)$"&'((-

•  Numbers are not the end goal
•  Use groups to gain credibility then invite
   to connect
•  Get introduced through existing
   connections
•  Regularly update your connections with
   business cards from networking events
L"#0)*I# B+!"#)!! Pr%2()!
•  Who does well?
                            •  Products and
                               services
                            •  Careers
                            •  Banners 
                            •  Events 
                            •  Groups
W,% *%)!
F'&)b%%0 w)((?
Guardian Media Academy: Social Media for Business Sept 2012
Guardian Media Academy: Social Media for Business Sept 2012
Guardian Media Academy: Social Media for Business Sept 2012
Guardian Media Academy: Social Media for Business Sept 2012
P('# w"/, ' $%'( "# ."#*
•  Getting a user to “like” your page is just
   the first step – only interaction ensures
   future impact
•  Use facebook Insights to inform future
   posts. What has worked well before?
•  Photo & Video tagging
•  What is the optimum time for posting (to
   your audience)?
•  Use Questions & prompts
W,)r) *%)! /w"//)r
2/ "#?
Guardian Media Academy: Social Media for Business Sept 2012
Guardian Media Academy: Social Media for Business Sept 2012
Guardian Media Academy: Social Media for Business Sept 2012
Guardian Media Academy: Social Media for Business Sept 2012
Guardian Media Academy: Social Media for Business Sept 2012
L)'* /,) &%#v)r!'/"%#
•  Keep an eye on trending topics and if
   they are relevant to you, get involved
•  Use a popular # strategically to get
   more clicks on links 
•  Mention @ prominent figures within your
   industry
•  Don’t be a broadcaster, be a
   conversationalist
S/r'/)$- f%r !+&&)!!


            Business	
          Target	
  
             Goals	
           Audience	
  



           Analysis	
  &	
     Content	
  
           Evalua7on	
         Strategy	
  
W,'/ *% I !,'r)?
E().)#/! %f !+&&)!!
•  Plan your content, do your research
•  Don’t forget about SEO
•  Text descriptions, titles and tagging
•  Link planning – where are you driving
   traffic? 
•  Ease of sharing
•  Infographics / Video / Instagram – does
   your content have value?
Guardian Media Academy: Social Media for Business Sept 2012
Guardian Media Academy: Social Media for Business Sept 2012
Guardian Media Academy: Social Media for Business Sept 2012
Guardian Media Academy: Social Media for Business Sept 2012
Guardian Media Academy: Social Media for Business Sept 2012
K)- p%"#/! %# !,'r"#$
•  Stick to key values of content marketing
   – make sure anything you want shared
   has inherent value to the user
•  Mention video when courting PR and
   media attention
•  Ensure there are links from your clip to
   appropriate pages on your website
•  Remember YouTube is now owned by
   Google so clips give you more
   opportunities to appear in search!
Guardian Media Academy: Social Media for Business Sept 2012
C%..+#"/- )#$'$).)#/
•  Does “How to” fit with your
   organisation?
•  Could your content work as a series?
•  Are there opportunities to get your
   ccommunity involved?
•  Spend time and effort engaging with
   bloggers in your sector, encourage
   them to embed your content
R).).b)r:
Engaging with bloggers is about you
providing content that’s interesting and
beneficial to THEIR audience. Don’t try to
sell them on your business, spend time
learning about their audience and
(provided the audience is relevant to you)
build content they will enjoy.
Y%+’v) /,%+$,/ 'b%+/
v"!+'( – w,'/ 'b%+/ '+*"%?
Guardian Media Academy: Social Media for Business Sept 2012
S/r'/)$- f%r !+&&)!!


            Business	
          Target	
  
             Goals	
           Audience	
  



           Analysis	
  &	
     Content	
  
           Evalua7on	
         Strategy	
  
M)'!+r"#$ !+&&)!!
•  Be agile – act on the information you
   gather to improve your offering and
   outcomes
•  Use tools like Bitly and Storify to collate
   and evaluate a campaign’s success
•  Use Google Analytics to set and track
   specific goals (this could be time on
   page, ecommerce or increased visitors)
http://dl.dropbox.com/u/81936449/SB100_2012_the_report.pdf
Guardian Media Academy: Social Media for Business Sept 2012
Guardian Media Academy: Social Media for Business Sept 2012
Guardian Media Academy: Social Media for Business Sept 2012
Guardian Media Academy: Social Media for Business Sept 2012
I#3+)#&) &
E#$'$).)#/
Guardian Media Academy: Social Media for Business Sept 2012
Guardian Media Academy: Social Media for Business Sept 2012
The biggest barrier to effective social
media engagement is the lack of
resources, cited as a significant issue by
more half of companies (52%) surveyed.
The next biggest issue is the lack of
budget, which is cited by 30% of
companies. 

[Source: Econsultancy / LBi / bigmouthmedia State of Social Report 2011, November 2011]
I#/)$r'/"%#
Guardian Media Academy: Social Media for Business Sept 2012
Guardian Media Academy: Social Media for Business Sept 2012
Guardian Media Academy: Social Media for Business Sept 2012
Guardian Media Academy: Social Media for Business Sept 2012
Guardian Media Academy: Social Media for Business Sept 2012
Tw))/*)&0
Tr%+b()!,%%/"#$
3 &,%"&)!!
• Reply
• Delete
• Ignore
S%&"'( M)*"' G+"*)("#)!
•  Encourage staff to engage and talk
   about your brand
•  Be clear about your company caveats
•  Keep your community rules simple &
   share them with everyone
•  Don’t be afraid to let your staff share on
   their personal accounts. If they’re
   passionate about what you do, it can
   only help your brand
Guardian Media Academy: Social Media for Business Sept 2012
socialmediagovernance.com/policies
Remember: Your social
media policy / code of
conduct, should not differ
wildly from the normal
standards of behaviour and
data management you would
expect from an employee.
S/r'/)$- f%r !+&&)!!


            Business	
          Target	
  
             Goals	
           Audience	
  



           Analysis	
  &	
     Content	
  
           Evalua7on	
         Strategy	
  
S/'-"#$ f'"/,4( /% -%+r $%'(!
•  Set your organisational goals before
   deciding which platforms to use
•  Know what you want success to look
   like (don’t be surprised if / when it
   looks different)
•  Don’t be afraid to measure but pick
   your metrics carefully
•  Don’t shy away from user generated
   content, it can surprise you
K))p ',)'* %f /,) &+rv)
•    Find SM ambassadors amongst your staff
•    Bring naysayers on board to fix problems
•    Follow influential & well informed bloggers
•    Take part in appropriate twitter chats 
•    Keep an eye on case studies from an array
     of different organisations
M5/ ".p%r/'#/(-
•  Don’t jump on every new (or old)
   platform, especially if you have limited
   time and resources
•  Don’t write off new platforms, play
   around with them and assess how you
   might use them
•  Be open minded, sometimes it’s our
   clients that tell us how we should be
   communicating
U!)4( w)6"/)!
•  Mashable.com
•  TheNextWeb.com
•  Techcrunch.com
•  Technorati.com
Jennifer Begg
        @livefreerange
www.livefreerange.com

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Guardian Media Academy: Social Media for Business Sept 2012

  • 2. W,- !%&"'( .)*"'? •  Your customers want and expect easy access to information about you •  SM gives you the opportunity to network on your terms at convenient times •  Done well and with a clear strategy, social media can save you time and money
  • 3. W,'/ &'# I +!) "/ f%r? •  Promoting your personal brand •  Improving client relationships •  Setting your business brand apart •  Driving traffic to your website •  Business networking •  Customer service •  Market research
  • 4. W,)r) *% I !/'r/? Setting realistic, achievable goals
  • 5. S/r'/)$- f%r !+&&)!! Business   Target   Goals   Audience   Analysis  &   Content   Evalua7on   Strategy  
  • 6. W,'/ 'r) -%+r b+!"#)!! $%'(!? •  Selling products through your website •  Increasing donations •  Increasing your network of clients •  Improving your customer services •  Streamlining your business processes •  Disseminating campaign messages
  • 7. G%'( p'/,! Business  Goal   How  will  we  measure  ?     What  does  success  look   like?     Brand  engagement   Pages  per  visit   3+   Disseminate  a  message   Share  buBons   100+  per  week   Higher  online  dona7ons   Revenue   +15%  aKer  1st  month  
  • 8. W,"&, p('/f%r.? Where are your target audience & are they open to listening to you?
  • 9. facebook   twiBer   LinkedIn   Google +   YouTube   Vimeo   Pinterest   Instagram   WordPress   tumblr  
  • 11. P)r!%#'( br'#*"#$ •  Think about how having an influential personal profile online can have a direct impact on your business •  Do an online audit, what is already out there? What do people see when they Google you? •  Having strong personalities which are visible on social platforms can be great for your business
  • 12. Br'#*"#$ -%+r b+!"#)!! •  Become an information hub not just a broadcaster •  Create reasons to share •  Why are you growing followers? Have a game plan
  • 13. D%#’/ f%r$)/: Any online activity that can link back to your web content (not just your website) is important for SEO (Search Engine Optimisation) and brand visibility. Social sharing is increasingly important for search rankings so make your content easy to share!
  • 14. S/r'/)$- f%r !+&&)!! Business   Target   Goals   Audience   Analysis  &   Content   Evalua7on   Strategy  
  • 15. L%%0 '/ )'&, p('/f%r. "# /+r# •  Who  uses  this?   Facebook   •  What  happens   •  What  do  you   •  Are  the  right   next?   want  to  happen?   people  here?   •  What  will  success   look  like?   •  Will  they  engage?   LinkedIn   TwiBer  
  • 17. D)!"$# w"/, v"!"/%r! "# ."#* •  Decide on your target audience •  Check Google Insights for relevant search terms •  Use your profile as a showcase for the position you’re in now. •  Customise web links •  Use SlideShare / Amazon apps to add personality •  Schedule updates to keep you in the newsfeed
  • 18. H'v) ' #)/w%r0"#$ $'.) p('# •  Start with the end goal in mind •  Search potential client profiles for appropriate groups •  Look at group statistics before joining •  Schedule group activity and build credibility •  Make contact with moderators and offer content •  Start your own group and include a link on your email signature
  • 19. Gr%w -%+r &%#/'&/! !/r'/)$"&'((- •  Numbers are not the end goal •  Use groups to gain credibility then invite to connect •  Get introduced through existing connections •  Regularly update your connections with business cards from networking events
  • 20. L"#0)*I# B+!"#)!! Pr%2()! •  Who does well? •  Products and services •  Careers •  Banners •  Events •  Groups
  • 26. P('# w"/, ' $%'( "# ."#* •  Getting a user to “like” your page is just the first step – only interaction ensures future impact •  Use facebook Insights to inform future posts. What has worked well before? •  Photo & Video tagging •  What is the optimum time for posting (to your audience)? •  Use Questions & prompts
  • 33. L)'* /,) &%#v)r!'/"%# •  Keep an eye on trending topics and if they are relevant to you, get involved •  Use a popular # strategically to get more clicks on links •  Mention @ prominent figures within your industry •  Don’t be a broadcaster, be a conversationalist
  • 34. S/r'/)$- f%r !+&&)!! Business   Target   Goals   Audience   Analysis  &   Content   Evalua7on   Strategy  
  • 35. W,'/ *% I !,'r)?
  • 36. E().)#/! %f !+&&)!! •  Plan your content, do your research •  Don’t forget about SEO •  Text descriptions, titles and tagging •  Link planning – where are you driving traffic? •  Ease of sharing •  Infographics / Video / Instagram – does your content have value?
  • 42. K)- p%"#/! %# !,'r"#$ •  Stick to key values of content marketing – make sure anything you want shared has inherent value to the user •  Mention video when courting PR and media attention •  Ensure there are links from your clip to appropriate pages on your website •  Remember YouTube is now owned by Google so clips give you more opportunities to appear in search!
  • 44. C%..+#"/- )#$'$).)#/ •  Does “How to” fit with your organisation? •  Could your content work as a series? •  Are there opportunities to get your ccommunity involved? •  Spend time and effort engaging with bloggers in your sector, encourage them to embed your content
  • 45. R).).b)r: Engaging with bloggers is about you providing content that’s interesting and beneficial to THEIR audience. Don’t try to sell them on your business, spend time learning about their audience and (provided the audience is relevant to you) build content they will enjoy.
  • 46. Y%+’v) /,%+$,/ 'b%+/ v"!+'( – w,'/ 'b%+/ '+*"%?
  • 48. S/r'/)$- f%r !+&&)!! Business   Target   Goals   Audience   Analysis  &   Content   Evalua7on   Strategy  
  • 49. M)'!+r"#$ !+&&)!! •  Be agile – act on the information you gather to improve your offering and outcomes •  Use tools like Bitly and Storify to collate and evaluate a campaign’s success •  Use Google Analytics to set and track specific goals (this could be time on page, ecommerce or increased visitors)
  • 58. The biggest barrier to effective social media engagement is the lack of resources, cited as a significant issue by more half of companies (52%) surveyed. The next biggest issue is the lack of budget, which is cited by 30% of companies. [Source: Econsultancy / LBi / bigmouthmedia State of Social Report 2011, November 2011]
  • 68. S%&"'( M)*"' G+"*)("#)! •  Encourage staff to engage and talk about your brand •  Be clear about your company caveats •  Keep your community rules simple & share them with everyone •  Don’t be afraid to let your staff share on their personal accounts. If they’re passionate about what you do, it can only help your brand
  • 71. Remember: Your social media policy / code of conduct, should not differ wildly from the normal standards of behaviour and data management you would expect from an employee.
  • 72. S/r'/)$- f%r !+&&)!! Business   Target   Goals   Audience   Analysis  &   Content   Evalua7on   Strategy  
  • 73. S/'-"#$ f'"/,4( /% -%+r $%'(! •  Set your organisational goals before deciding which platforms to use •  Know what you want success to look like (don’t be surprised if / when it looks different) •  Don’t be afraid to measure but pick your metrics carefully •  Don’t shy away from user generated content, it can surprise you
  • 74. K))p ',)'* %f /,) &+rv) •  Find SM ambassadors amongst your staff •  Bring naysayers on board to fix problems •  Follow influential & well informed bloggers •  Take part in appropriate twitter chats •  Keep an eye on case studies from an array of different organisations
  • 75. M5/ ".p%r/'#/(- •  Don’t jump on every new (or old) platform, especially if you have limited time and resources •  Don’t write off new platforms, play around with them and assess how you might use them •  Be open minded, sometimes it’s our clients that tell us how we should be communicating
  • 76. U!)4( w)6"/)! •  Mashable.com •  TheNextWeb.com •  Techcrunch.com •  Technorati.com
  • 77. Jennifer Begg @livefreerange www.livefreerange.com