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Social Media do's and don'ts Southwater Business Show

Presentation on the do's and don'ts of Social Media for Business given at the Southwater Business Show on 18th September 2011 by Pete Waller Digital Marketing Consultant from WSI4BusinessSuccess.

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Social Media do's and don'ts Southwater Business Show

  1. 1. 1<br />Social Media for Business<br />Stall D4<br />18th Sep 2011<br />WSI4BusinessSuccess : Pete Waller<br />
  2. 2. DM Core Foundations<br />
  3. 3. DM Core Foundations<br />
  4. 4. Key Questions : Social Media for Businesses<br />Why would small businesses invest time, effort and money in social media?<br />When is the best time for your business to engage in social media?<br />What are the do’s and don’t when using social media as a business vehicle?<br />
  5. 5. Introduction toThe Digital Presence Revolution<br />What It Is, Why It’s Important, & How To Take Control of It<br />5<br />
  6. 6. 6<br />
  7. 7. 1.0<br />1.0+<br />2.0<br />2.0+<br />Social Networks<br />Micro <br />Blogging<br />Websites<br />Blogs<br />Usage<br />Few skilled web <br />developers<br />(html)<br />Semi-skilled consumers<br />(no html)<br />Anyone with friends<br />Anyone who can type 140 characters<br />Friction<br />Private, real-time<br />conversations<br />Static, one-way<br />Dynamic, two-way<br />Frictionless broadcasting<br />Publishing goes up exponentially as friction goes down!<br />Publishing Revolution<br />
  8. 8. Why Is It Important?<br />Businesses Have:<br />static website & one way to be found<br />They Need: fresh Web Presence & many ways to be found<br />Your sites Local Directories Social Media Content Sites <br />More Quality Content Published in More Places = More Customers<br />
  9. 9. Content created by You…<br />Sites & Pages<br />Directory listings<br />Real-time updates<br />Photos<br />Videos<br />$<br />Offers<br />Products<br />Comments<br />Thanks<br />Replies<br />Thanks<br />Content created by others!!<br />SHARE<br />www<br />WoM<br />Links<br />Reviews<br />Referrals<br />Shares & Likes<br />Comments<br />What is Quality Content?<br />
  10. 10. Quality Content Drives Web Presence<br />
  11. 11. What are the Benefits?<br />
  12. 12. Consumers are online<br />12<br />
  13. 13. Is Social Media a fad?<br />13<br />Socialnomics<br />
  14. 14. repeat<br />social marketing<br />SIGN-UP/CLAIM YOUR PAGES<br />passwords<br />passwords<br />tools<br />repeat<br />POST NEW UPDATES<br />time<br />Create <br />Content<br />fans<br />repeat<br />SEO <br />repeat<br />research<br />repeat<br />time<br />repeat<br />directories<br />MONITOR & RESPOND<br />reviews<br />SEO<br />LOAD YOUR <br />CONTENT<br />repeat<br />analytics<br />repeat<br />KEEP TRACK OF IT ALL<br />tools<br />repeat<br />leads<br />followers<br />reputation management<br />I need to run my business <br />What are the Challenges?<br />
  15. 15. 15<br />So Why might you need a Social Presence?<br />Affordable Marketing<br />There’s no need for a large budget to conduct social media marketing<br />Viral Nature<br />Users can easily share your messages with their friends andcontacts with a click of a button<br />Enhances Brand<br />Through social media you can build and enhance your online reputation (brand reputation management)<br />Builds Credibility<br />User generated endorsements are more credible than traditional advertising<br />Increases Traffic<br />A well-planned social media strategy will drive more traffic (and potential clients) to your website<br />Engages Customers<br />Connect with your customers and respond to their feedback in real-time<br />
  16. 16. Why UK Companies Use Social Media<br />16<br />
  17. 17. 17<br />Why People Follow Companies on Social Networks<br />
  18. 18. UK Ad Spending on Social<br />18<br />
  19. 19. 19<br />Tips before you begin..<br />We always recommend (if you have employees):<br />You have a social media policy in place <br />You identify staff to train up and act as leaders (if appropriate)<br />You Document your training and turn it into your own Standard Operating Procedures (SOPs)<br />You Register your brand and trade marks if you haven’t already?<br />As part of the implementation..<br />Define your social presence ‘look and feel’<br />Create Company Branded Templates…<br />
  20. 20. 20<br />Social Networks<br />
  21. 21. 21<br />Social Networks<br />
  22. 22. Popular Social Technologies<br /><ul><li>Blogs
  23. 23. Facebook
  24. 24. YouTube
  25. 25. Twitter
  26. 26. LinkedIn</li></ul>22<br /><ul><li>New Kid</li></li></ul><li>3 Reasons to Embrace Social Media<br />23<br />Social media is an important SEO tool where links from social media are an increasingly important element in your site's search position. Since 80% of consumer purchases start with search, this reason alone is a good argument for embracing social media.<br />Your customers expect you to be social. There are over 30 million Facebook member in UK of which half log in every day to the social network for an average of 22 minutes. <br />3. Social media provides important marketing data and consumer feedback. You don't need surveys to find out what your prospects are thinking as your customers are telling you this now in social media. But you have to listen.<br />
  27. 27. Social Media Do’s and Don’ts<br />24<br />Profile Creation<br />Community Building<br />Video and Image Sharing<br />Status Updates & Messaging<br />Blog Posts & Comments<br />Privacy & Confidentiality<br />
  28. 28. Profile Creation<br />25<br />DO’S<br /><ul><li> Use your company name or your company domain name in your profile name
  29. 29. Provide a company biography on your profile and list your industry or service expertise
  30. 30. Have a company logo or professional photo for your profile picture and use a consistent picture across the social portals
  31. 31. Use a branded profile design where possible</li></li></ul><li>Profile Creation<br />26<br />DONT’S<br /><ul><li> Use multiple names across your portals
  32. 32. Use your personal contact details as this looks very unprofessional. Use your company branded contact details
  33. 33. Use the same profile for personal and business use. Keep them separate
  34. 34. Detail your personal hobbies and religious or political beliefs on your company profiles</li></li></ul><li>Community Building<br />27<br />DO’S<br /><ul><li> Build your community with your business contacts (ie: business associates, past & current colleagues, partners & customers).
  35. 35. Follow or add business contacts to your community that choose to connect with you
  36. 36. Ensue you are engaging yourself in other people’s social networks
  37. 37. Email your customer database and encourage them to follow or add you on the social portals</li></li></ul><li>Community Building<br />28<br />DONT’S<br /><ul><li> Mix your personal contacts (friends, family) with your business contacts. Keep a separate profile for personal use
  38. 38. Neglect to manage your followers. Block those that are not business appropriate.
  39. 39. Assume people will find you. Actively search for social network users relevant to your company
  40. 40. Forget to include the social icons and “follow me” links in all your marketing materials</li></li></ul><li>Video & Image Sharing<br />29<br />DONT’S<br />DO’S<br /><ul><li> Do share any appropriate business related videos, and / or images on your company site and blog
  41. 41. Upload any inappropriate pictures to your gallery or photo albums
  42. 42. Try to optimise any videos you upload with relevant keywords (title tags, video descriptions, etc.)
  43. 43. Create any company videos without a standard company branded title and end slide.</li></li></ul><li>Status Updates & Messages<br />30<br />DO’S<br /><ul><li> Write your posts in first person and be as transparent and honest as possible
  44. 44. Ensure your posts are engaging and entice a conversation
  45. 45. Ensure your messages are relevant to your audience and followers
  46. 46. Ask questions and solicit feedback from your audience</li></li></ul><li>Status Updates & Messages<br />31<br />DONT’S<br /><ul><li> Hard sell on the social portals. Use social media to share your experiences
  47. 47. Post any messages that are unprofessional or do not provide value to your audience
  48. 48. Post messages at a frequency that would be considered SPAM
  49. 49. Post anything about customers, colleagues, etc, that you would not want them to see</li></li></ul><li>Blog Posts & Comments<br />32<br />DO’S<br /><ul><li> Be respectful of your audience and ensure any humour-based messages do not come across as critical or annoying
  50. 50. Ensure that all content associated with you is consistent with your work and with you company’s values and professional standards
  51. 51. Provoke meaningful conversation in a professional, non-criticising manner
  52. 52. Have a monitoring process in place for comments on your blogs
  53. 53. Write what you know and post about your areas of expertise
  54. 54. Respond to all comments in an appropriate and professional manner</li></li></ul><li>Blog Posts & Comments<br />33<br />DO’S (continued)<br /><ul><li> Be polite and respectful when posting comments on other people’s blog posts
  55. 55. Create a content plan for your blog and ensure consistent frequency in your blog posts
  56. 56. Share content that’s open-ended and invites response and encourages comments
  57. 57. Use a tracking system for all links (ie:</li></li></ul><li>Blog Posts & Comments<br />34<br />DONT’S<br /><ul><li> Allow content written by others (ie: staff members, copywriters, etc,) to be published to your social portal without your thorough review
  58. 58. Over moderate your comments. Allow for both positive and constructive comments to be posted
  59. 59. Start a conversation without being ready to respond and contribute to comments
  60. 60. Take your company brand for granted. Acknowledge that it’s your privilege to be promoting your company brand across the social networks
  61. 61. Publish critising posts unless done so in a constructive manner</li></li></ul><li>Blog Posts & Comments<br />35<br />DONT’S (continued)<br /><ul><li> Use overly pedantic or “composed” language that sounds unnatural. Talk to your readers like you would talk to real people in a professional situation
  62. 62. Create a blog post without considering search optimisation techniques (ie; use keyword rich content, titles and descriptions)
  63. 63. Lose focus on the topic you are writing about
  64. 64. Deceive your audience. All link descriptions should be relevant to the destination of the link</li></li></ul><li>Privacy and Confidentiality<br />36<br />DO’S<br /><ul><li> Follow your company’s standard privacy and confidential guideline
  65. 65. Respect brand, trademark, copyright, fair use, trade secrets (incl. Process and methodologies), confidentiality, and financial disclosure laws
  66. 66. Be smart about protecting yourself, your privacy, and your company’s proprietary and confidential information. Ultimately what you publish is widely accessible and will be online for a long time
  67. 67. Use your company name or your company domain name in your profile name</li></li></ul><li>Privacy and Confidentiality<br />37<br />DONT’S<br /><ul><li> Publish or report on conversations that are meant to be private or internal to your company without prior permission
  68. 68. Post anything that makes you the slightest bit uncomfortable. Pause, take a moment to review and discuss with a PR advisor if necessary
  69. 69. Publish or share any customer specific information (testimonials, quotes, case studies, etc.) without their prior permission
  70. 70. Write any disparaging remarks about the competition and ensure you know what you are talking about</li></li></ul><li>Business Goals<br />Social Media Marketing (as with all marketing):<br />Be Authentic<br />Be strategic<br />Be engaging<br />Be an expert<br />One of the easiest ways is to have opinions on other people opinions!<br />38<br />
  71. 71. Have the Key Questions been answered<br />Why would small businesses invest time, effort and money in social media?<br />When is the best time for your business to engage in social media?<br />What are the do’s and don’t when using social media as a business vehicle?<br />
  72. 72. Social Media Strategy Guide<br />40<br />Social Media Policy<br />Social Media Do’s and Don’ts<br />Social Media and PR<br />On-line Reputation Management<br />Measuring Social<br />Integrated on-line Strategy<br />Visit WSI4BusinessSuccess on Stall D4<br />
  73. 73. 41<br />Social Media for Business<br />Questions<br />WSI4BusinessSuccess : Pete Waller<br />
  74. 74. 42<br />Social Media for Business<br />Thank you <br />Visit us at D4 for Free WebscanTM<br />Mobile: 07794 461987<br />WSI4BusinessSuccess : Pete Waller<br />