Slides from this weeks Guardian Media Academy Social Media for Business seminar.
Includes advice on:
- Creating your own digital media strategy
- Using different platforms like LinkedIn, Facebook, Twitter, YouTube etc
- Content Strategy
- Troubleshooting
- Social Media Guidelines and Policy
Useful links:
http://econsultancy.com/uk
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
6. W,'/ 'r) -%+r b+!"#)!! $%'(!?
• Selling products through your website
• Increasing donations
• Increasing your network of clients
• Improving your customer services
• Streamlining your business processes
• Disseminating campaign messages
7. G%'( p'/,!
Business
Goal
How
will
we
measure
?
What
does
success
look
like?
Brand
engagement
Pages
per
visit
3+
Disseminate
a
message
Share
buBons
100+
per
week
Higher
online
dona7ons
Revenue
+15%
aKer
1st
month
11. P)r!%#'( br'#*"#$
• 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$)/:
Any online activity that can link back to
your web content (not just your website)
is important for SEO (Search Engine
Optimisation) and brand visibility. Social
sharing is increasingly important for
search rankings so make your content
easy to share!
15. L%%0 '/ )'&, p('/f%r. "# /+r#
• Who
uses
this?
Facebook
• What
happens
• What
do
you
• Are
the
right
next?
want
to
happen?
people
here?
• What
will
success
look
like?
• Will
they
engage?
LinkedIn
TwiBer
17. D)!"$# 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
26. P('# w"/, ' $%'( "# ."#*
• Getting a user to “like” your page is just
the first step – only interaction ensures
future impact
• Use facebook Insights to inform future
posts. What has worked well before?
• Photo & Video tagging
• What is the optimum time for posting (to
your audience)?
• Use Questions & prompts
33. L)'* /,) &%#v)r!'/"%#
• Keep an eye on trending topics and if
they are relevant to you, get involved
• Use a popular # strategically to get
more clicks on links
• Mention @ prominent figures within your
industry
• Don’t be a broadcaster, be a
conversationalist
36. E().)#/! %f !+&&)!!
• Plan your content, do your research
• Don’t forget about SEO
• Text descriptions, titles and tagging
• Link planning – where are you driving
traffic?
• Ease of sharing
• Infographics / Video / Instagram – does
your content have value?
42. K)- p%"#/! %# !,'r"#$
• 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.
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.
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