Half day course for Business Gateway Fife.

1. Advanced Social Media
Pauline Randall
Florizel Media Ltd

2. Housekeeping
• Timing of session – 9.30 to 12.30
• Fire Alarm and Fire Exit
• Other administration
• Introductions

3. Course content
This course will cover:
• Developing a social media strategy
• Social media management tools
• Social media channels other than Facebook and Twitter
• Content management
• Metrics – which ones to gather and tools to help you do this
• Using social media to monitor your business and your competitors’
businesses

5. Check your social media
landscape
http://www.cmo.com/2013/social-media-guide.html

6. What is your current reach?
• How many Social Media profiles do you have and on which
platforms?
• How often are profiles updated with content?
• Do you have a blog?
• Are you recognised as an authority on the social media
platforms?
• Are you engaging in two-way conversations on the platforms?
• Do you have a steady increase in followers, likes, retweets,
mentions?
• Do you have profiles which are gathering dust?

7. Find your target audience
• Who is your target customer? (No, it’s not everyone)
• What is the purpose of your product/service?
• Basic need or luxury purchase?
• Buy once or buy many times?
• What’s unique about it?
• Why do your current customers buy from you?
• What are the benefits of your product/service?
• Do people talk about you on Facebook/Twitter etc?
• What sort of things do they say?
• What are the trends in your industry?
• What’s your geographic reach?
• What’s your demographic? Gender, age, income level, interests,
lifestyle
• Do you target business or consumer or both?
BUILDAPERSONA

8. Now you know who you’re
looking for …
You can more accurately target your efforts
Now:
• Do some more research
• Find out where your competitors are
• Monitor conversations. If you’re in the baby and child market look
for mentions of things like Bugaboo, nappies, bottle warmers etc.
Find out what people are actually talking about.
• Look for relevant hashtags and pages – see what’s happening
with them
• You should now be getting a clearer picture of where your target
market hangout

9. Look for opportunities
What trends are developing? Can you hook into them?
For tools check out:
• Google trends – http://www.google.com/trends/
• Google insight - http://www.google.com/think/

10. List your resources
Number of people who can blog: ____
Company associates that are willing to share content: _____
Available / Acquirable (current) content:
Articles: _____
Case Studies: _____
Webinars: _____
Reports: _____
Interviews: _____
Time to prepare content: ________ hours
Cost to prepare content ______________

11. What can you do?
How often you can blog __________________
How many times a day you can tweet / post updates ____________ (apart
from auto posts)
How many times a month you can offer original content
Number of personnel available for online monitoring ____________ / day
Number of personnel available for online engagement ____________/ day

12. Set objectives and timescale
3 months 6 months 12 months
Objectives:
Increase Followers by _____%
Increase Traffic to Website from Social Media Platforms by ______ %
Increase Online Engagement (comments/ mentions/ retweets) by ________%

13. Checklist
Ensure the company website has all social media links
• Optimise all content
• Add social media links to content
• Add social media links to e-mail templates and signatures
• Add relevant coding to the website to monitor traffic
• Determine and sign up to relevant monitoring tools
• Assign tasks and resources timeline

14. Measure and review
Keep track of your objectives and the
results to date and revisit your strategy
– it’s not set in tablets of stone!

16. You’ve only got a finite amount
of time!
• Spend some time each week planning what you’re going to
talk about
• For some of your posting use tools such as
• Hootsuite
• Bufferapp
• And don’t take on more social media channels than you can
comfortably manage – do one well rather than two badly!

18. LinkedIn
• Complete profile
• Link to website and Twitter account
• Connect
• Post updates
• Join groups
• Mention others
• Company pages

19. YouTube
• Setup a channel - branding
• Fill out all your details
• Organise videos
• Name
• Description
• Keywords
• Link to your website and other social
media channels
• Embed video on your website
• Post to Facebook and Twitter

20. Pinterest
• Still a niche market – you need to be
creative
• Create interesting boards and link
back to your website
• Remember to name, describe and
tag each image
• You can create private boards –
great whilst you are developing them
and good to share with a select
group

21. Google +
• Jury is still out on this one
• But … it could be a good place for
B2B interaction
• It could also help your profile on
Google search
http://www.webpronews.com/google-
promotion-may-improve-organic-
search-ranking-2012-05
• Google are too be to ignore
completely so even if you aren’t
going to use now, keep an eye on it!

22. Blogging
• You have full control
• Share across other social channels
• Good for SEO
• Enhance your visibility
• Build trust in your business
• Demonstrate your skills and
knowledge

24. What on earth do I talk about?
• Refer back to your original strategy research
• Write a list of all the main topics about your business. For
example of you had a kitchen design business they might
include:
• Work surfaces
• Kitchen storage
• Finishes
• Siting power points
• Then make a list of subtopics. For example for work surfaces:
• Different types of finish
• Removing marks from wood surfaces
• Benefits of Corian
• Selecting the right finish
• Marble work tops

25. What on earth do I talk about?
• You’ve now got a list of blog and microblog topics
• Add into that events, etc that your audience might be interested
in
• Create a calendar and schedule in all your topics
• If you’ve got a blog use that as the starting point
• Then post links to your blog post on your social media channels

26. Remember, it’s not just about
posting …
• Share other people’s content
• Re-tweet and comment on other people’s posts
• Answer questions and generally be helpful

28. What are your trying to achieve?
• Set clear objectives for what you
want to get from social media
• Define your success measures
• Remember, it’s your bottom line
that counts, not the number of
followers you have on Twitter

29. Collecting data
• Company sales figures
• Number of enquiries
• Facebook Insights
• Google Analytics
• What other measures would you use?
• There are lots of professional analytic tools for social media but
they can be expensive. If they don’t give a price you probably
can’t afford them!

30. Don’t forget your ROI
(return on investment)
• How much time are your spending doing this?
• How much is your time worth per hour?
• Are you spending money on online advertising as well?
• Take your total costs over 6 months
• Take the value of sales you can attribute to social media
• Your sales should be double your spend
• Divide the total costs by the number of sales
• This will give you your cost per sale
• Is this more than the value of the sale?

32. Monitoring your activity and
that of your competitors
• For general internet activity use Google alerts
• For social media specific activity – Social Mention
• Use URL shorteners such as bit.ly and create an account – you can
then track how often your links have been clicked
• Use social media to keep an eye on what is happening with your
competitors
• http://florizelmedia.com/2012/10/the-competitive-intelligence-checklist/

33. Any questions?