Empowering Women Entrepreneurs Online Series Workshop 2

1. Social Media Tips for Startups
March 31, 2015 TWF..XQ

2. Slide Share
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3. Over 900 social media channels…

4. There are many major ones, too…

5. I am confused…wait.
Maybe I am not?

6. It is a complicated, and ever-
changing landscape…

7. So it is absolutely okay if you
have a lots of questions or don’t
know where to start.

8. Some questions I always get:
1. Hey… do I need a Facebook account for my business? or is Twitter better? – Platform
2. Hey… we have a lot of professional product images, can we post
them on instagram? – Content Management
3. Should I have a website? What about an app? or something else? Owned, Earned, Paid
4. My fan base is quite small, how can I quickly build it up? – Fan Base Growth
5. Should I buy a social ad? How much should I spend on it? – Social ad Spending
6. Oh…. the engagement rate increased quite a bit after I purchased an ad. Do you
think I should put all my resources on this platform? – Resource Allocation
7. Who are the influencers in my industry? How should I engage them? – Influencer
Engagement
8. How do I calculate my ROI on social media marketing? How do I allocate my time
and resources? Can I just do social media marketing for my startup? – Social Media
Marketing vs. Other Channels
8. I really don’t have time to manage these accounts, I don’t have money to hire people
either… What should I do? – Founder Multitasking
9. Can I just hire a translator to translate my English content and post them on Chinese
social media platforms? – Expansion

9. Don’t rush into finding answers
to all these questions, stop and
think… Why do I even need to get
on social and leverage social
platforms? What do I want to
achieve?

11. TIP #1 Think of leveraging social media
as part of your overall strategy., It is
one important component, but it has to
be designed to serve your overall
business goal.

12. Business Goals
(Short term)
(Long term)
Social Media?
The Thinking Map
Marketing
PR & Branding
Sales
HR
Customer service
Finance
Priority?

13. Example:
If you are an online fashion marketplace, your short-
term business goal is to build your brand, increase
website traffic by XX% and improve conversion rates by
XX%.
Q: What is your social media strategy that can help
you realize this short term business goal? How do you
allocate your resources on social media?

14. TIP #2 Once you’ve decided on the
goals, the next thing is to figure out
how social media can help you. Chose
your social media strategy before
creating social profiles and evaluate
social media strategy regularly.

15.
Platform
Content
Engagement
Measurement
Business Goals
(Short term)
(Long term)
Social Media
Strategy
Marketing
PR & Branding
Sales
HR
Customer service
Finance

16. Inform and educate
• Primary focus on
demonstrating product
capabilities
• Repository for event
videos
• Customer testimonials
Inform and connect
• Amplification of news,
events
• Identify and connect
with B2B influencers
Network and learn
• Ongoing discussion
with professional
interest groups
Engage and Nurture
• Social hub
• Ongoing dialogue
and
communication
with consumers
Share and inspire
• Branding message and
engagement
• Launch new
products
• Repository for event
Photos
Platform

17. Content
Content
Strategy
Target
audience
Content
inventory
Keyword
analysis
Voice
Defini-
tion
Editorial
Calendar
Assess
& listen

19. Engagement

20. “71% of consumers who
experience a quick and effective
brand response on social media
are more likely to recommend that
brand to others. That compares to
just 19% of customers who do not
receive a quick response”
-State of Social Media Service Report

21. Engagement: It is a matter of effort
1. Social listening: Monitoring what people are saying on social
media about your business and the issues that affect it. This
listening allows you to identify opportunities as they happen and
reach out immediately.
2. Many businesses are doing an excellent job of sharing content
that attracts and engages new followers and clients. But often
these brands neglect the engagement required to retain existing
followers
a. Following people back is a great way to show your
appreciation
b. Sharing a piece of relevant content from a new follower, be
it a Facebook post, Instagram photo or YouTube video, can be
a significant moment for that individual.
c. Ask questions to start conversations
d. Celebrate your fans and their lives by re-posting their
content.
.

22. Social Ad: It is not a matter of whether you should buy a social
ad, but when and how you spend to reach your goal
Tips:
1. Understand how ads are sold on different platforms;
2. Use small samples to A/B test your social ads;
3. Design your ads with smartphones in mind.

23. Facebook for Business
https://www.facebook.com/marketingchinese?fref=ts
Twitter Ads for Business
https://biz.twitter.com/ad-products
How Twitter Ads Work
https://support.twitter.com/articles/20170451-how-twitter-ads-
work
Instagram for Business
https://business.instagram.com/advertising/
Social Ad: Resources

24. Some websites/blogs writing about Social Media
Social Media Examiner http://www.socialmediaexaminer.com/
Hootsuite Blog http://blog.hootsuite.com/
Google for Entrepreneurs https://www.googleforentrepreneurs.com/
A better Lemonade Stand http://www.abetterlemonadestand.com/welcome/
The Next Web http://thenextweb.com/
Thomas Crampton http://www.thomascrampton.com/
Brian Solis http://www.briansolis.com/
Search Engine Land http://searchengineland.com/

26. TIP #3 It is VERY hard to grow a fan
base and increase engagement as a new
brand on social media, so keep
experimenting. Sometimes hosting offline
events can be a great way to boost
online engagement.

27. TIP #4 Like any other task, whether
the founder does or doesn’t manage
social media platforms totally depends
on his/her strength and the priorities
of different development stages.

28. Skillsets of a good social media manager:
In an ideal world… a social media manager is good at:
• Community Management
• Search Engine Optimization
• Creative Design
• Polished Writer
• Comfortable with Emerging Trends and Technology
• Analytical Mind
• Strategic Vision
• Tactical Awareness
• Presentation Ability
• Leadership

29. The top four skillsets to get started:
1. Good at Tactical Execution:
Tactical execution is paramount to the
success of any social media manager’s day to day job. You need to
understand who you need to hire to maintain day to day accurate
execution.
2. Writing skills and an understanding of how content works on the
social web:
• The art and science of headline writing
• Writing engaging introductions
• Structuring your text for easy reading online. People will be skimming and
scanning, so that means subtitles, bullet points and numbering are part of
the skillset
• The social media manager needs to know what content works and what doesn’t
on social networks. It also means understanding which different media
formats such as text (articles), video, images and podcasts resonate with
your particular niche
3. Be on top of the latest digital marketing trends and technology.
4. Not scared of figures and data, can generate insights from
analyzing data sets.

30. Free/Low Cost Tools

31. Social Media Monitoring Tool
Mention – Google Alert
Alternative (better)
If you’re looking for a tool to
crawl the internet looking for
key search terms, competitors, or
content ideas, this platform is
worth a test. Mention is able to
search social media networks for
a custom set of key terms that
you chose, and returns results in
real time.

32. Platform management and engagement tools
SocialFlow
:
Social Flow manages and
distributes both social
content and social
advertising to social
networks. Its software
uses real-time data,
along with business
rules you set, to
determine what and when
to publish to your
social media properties
to ensure maximum reach
and engagement.
“Help you with the timing and crafting of the message to optimize its reach”

33. HootSuite
HootSuite can help you execute
campaigns across multiple social
networks from one web-based
dashboard, you can also manage
social media, track conversations,
and measure campaign results.
HootSuite also offers a custom
built-in analytics system and the
capability to schedule posts on all
platforms.
Platform management and engagement tools
“let you schedule your posts, good for bigger
teams”

34. Platform management and engagement tools
IFTTT is a web based service that “let’s you create powerful connections
with one simple statement. Users create a “recipe” which is a combination if
a trigger (If “this” happens”) which launches an action (then do “that”).
The “this” part of IFTTT is the “trigger” part of the recipe and can be used
for things like: “If I am retweeted on Twitter…”, or “If someone tags me
your my business on Facebook…”
The “that” part of IFTTT is the “action”. So in relation to the triggers
above, the corresponding actions could be: “send me a text message” or
“favourite the RT”. In the other example, the action could be: “follow them
back”, or “like the Post”.

35. 6 Social Media Analytics Dashboards from the Social Networks
Themselves
1. Facebook Insights
2. Twitter Analytics
3. Linkedin Analytics for Individuals
4. Pinterest Analytics
5. Iconosquare (Formerly Statigram)
6. Google Analytics

36. How Social Media in China is
different and how should you
adapt?

37. 81% of Chinese netizens access
the internet via a mobile device

38. China Has its
Own Social
Media
Ecosystem

40. Chinese
consumers
online
behavior
is
different

42. What are Brands Doing on WeChat?
Sending Red Envelops to Fans

43. What are Brands Doing on WeChat?
Open Shops on WeChat Platforms

44. What are Brands Doing on WeChat?
Online and Offline
Integration

45. However, the Approach is the Same:
Decide on the goals you want to achieve, then figure out how
social media channels can help you;
Come up a social media strategy before creating social profiles,
evaluate your social media strategy regularly;
Decide on your measurement metrics, then monitor performance
statistics, evaluate regularly;
If you don’t understand the China social media dynamics, delegate
it to someone who does; and finally,
Don’t afraid to experimenting just because you don’t totally
understand it. Start small, fail fast and learn the lessons.

46. Online Resources … to Help You Understand Chinese
Social Media Ecosystem
Social Beta (Chinese) http://www.socialbeta.com/
ChatterBox (WeChatBlog) http://blog.wechat.com/tag/wechat-and-brands/
China Internet Watch http://www.chinainternetwatch.com/top/
Tech in Asia https://www.techinasia.com/

47. Questions?
Contacts: Xie Qing
Twitter: @missxq
Sina Weibo: @missxq