A snapshot of a Social Media training day session I presented to boutique PR agency in Oxfordshire, with hands on training and live demos.

1. SOCIAL MEDIA:
TRAINING DAY

2. Executive Summary
• An introduction to social media
• Social media – the marketing mix
• An introduction to social media advertising platforms
• In summary
• Hands on training (case study: Yazino)
• Appendix (including: What is an online community)

3. FIRSTLY, WHY AM I
HERE?

4. The past few years...

5. AN INTRODUCTION
TO SOCIAL MEDIA

6. Meet Big Data: today‟s usability looks like this...
Source: Mashable (July 2012)

7. A snapshot of the social networks, by audience size...
Which social network(s) is right for your brand/organisation?
Source: Go-gulf-com (May 2012)

8. ...by male/female demographic
How do you analyse the gender split of your brand/organisation?
Source: Go-gulf-com (May 2012)

9. SOCIAL MEDIA: THE
MARKETING MIX

10. Balancing your media diet: the journey of a consumer
What customer profiling techniques do you use? Source: Hongkiat.com (June 2012)

11. Building a company with social media
Which key questions do potential/existing clients ask for?
Source: Hongkiat.com (June 2012)

12. The SME marketing budget mix...
Does this reflect your budgetary marketing mix? Which
channels drive your ROI? Source: Hongkiat.com (June 2012)

13. How Social fits into the marketing mix (alongside SEO)
Remember, regular blogging (tip: use an editorial
calendar) drives SEO. Blogging creates more than a
400% page uplift for search engines to index
Source: Social Media Examiner (June 2012)

14. ...which can work in tandem with PPC (paid media)
Often a blend of Social, SEO and PPC yield the best results. Which practices
lend themselves best to your brand/organisation? Source: killerinfographics (June 2012)

15. Deep dive: the top global brands on Facebook
Do top brands run any campaigns which could work
effectively for your brand/organisation? For a more
Source: bitrebels.com (July 2012)
comprehensive list, check out socialbakers.com

16. How a fan base can grow the reputation of a brand...
How can you demonstrate the value of Social Media
for SMEs? Source: bitrebels.com (July 2012)

17. ...through key emotions such as connection and empathy
How important is word-of-mouth „trust‟ marketing to your
brand/organisation‟s consumers/audience? Source: bitrebels.com (July 2012)

18. AN INTRODUCTION TO
SOCIAL MEDIA ADVERTISING
PLATFORMS

19. Facebook advertising: an overview
How do you find the Facebook advertising platform? Can
you share any success stories or top tips? Source: AllFacebook.com (June 2012)

20. Facebook advertising network vs. Google Display network
Putting the Facebook advertising network in context, how
does this compare with the Google Display network? Share
any top tips or success stories... Source: Wordstream.com (May 2012)

21. Facebook targeting vs. Google targeting…who wins?
Which targeting options are best for your brand/organisation?
Which parameters matter most to your client(s)?
Source: Wordstream.com (May 2012)

22. Facebook ad formats vs. Google ad formats…who wins
Which formats are best for your brand/organisation?
Source: Wordstream.com (May 2012)

23. Twitter advertising: Follower analysis
Which types of messaging would be best for your
brand/organisation? Which of these strategies are you currently
using?
Source: Alchemy Social (May 2012)

24. Deep dive: initial Twitter strategies
• Tie in your brand/organisation‟s Twitter account with something else that is social, such as a YouTube
Channel, Facebook Fan Page and/or a blog.
• Make an effort to link to a small number of high quality and creatively written resources, daily.
Mornings are best. Brand these with a hashtag like #yourbrandtips, where “yourbrand” is the brand
within your company that this Twitter account is focused on. It could also be a behaviour or action.
Ex: #niketips or #runningtips.
• Schedule a #yourbrandtips Twitter event every month, two weeks or weekly. This would be run like
#blogchat where a real person from your company hosts a chat on Twitter about topics relevant to your
offering and useful to who you‟re trying to reach. Ideally there would be influential guests involved so
that their tweets attract new followers to your brand‟s Twitter account.
• Your brand/organisation should aim to post their Twitter handle everywhere their web site address is
posted.
• Find a way to ask followers questions, then use those answers in blog posts, which are promoted via
the business twitter account.
• Create a Twitter list of a segment of the target audience. One list for each segment. Then solicit
followers asking for recommendations of people that belong in the “segment one” list or “segment two”
list. Ex: ”librarians” or “network administrators”. Mention that anyone who retweets a link to the list can
get added to that list – provided they belong. Lists must be relevant and managed to be of any use.
Promote lists with Listorious
• Use #FollowFridays or #FF to recognise people that retweet the brand‟s Twitter content the most. Also
mention influential Twitter accounts that you have had some connection with. They might retweet the
#FF and expose the brand Twitter account to new audiences.

25. Deep dive: initial LinkedIn strategies
•Start off with self-serve LinkedIn ads. You can target your ad by geography, job
function, industry, company size, seniority, age and gender, as well as company
name, LinkedIn group and job title. There is plenty of scope to define your audience.
•Your ad will display either along the top, bottom or right-hand side of a member‟s
home or profile page, and can contain both text and an image. Link your ad to either
your own website, your LinkedIn company page, your group or anywhere else you
might want to send your visitor for further information. Or consider sending your visitor
to your company Facebook page where you can possibly convert her into a Like.
•In terms of cost, LinkedIn ads run very much the same as other text ad systems, on an
auction or bid basis. You can pay either for CPC (cost per click) or CPM (cost per 1,000
impressions).
•As with any advertising platform, consider LinkedIn‟s advertising best practices

26. Ways to use LinkedIn: Best Practice ads (a guide)
Run a series of A/B multi-variate tests to see which perform
best, and why?

27. In summary
1. Define your target market – crucial in understanding
and analysing their likes, interests and what makes them
engage with your brand
2. Set the tone right – Analyse the language and gage the
tone of engagement, replicate their tone in your
messaging
3. Identify which types of engagement work best – Are
your audience more receptive to a photo contest, or
perhaps a sweepstakes?
4. View it as a long term investment – relationship building
takes time, don‟t expect immediate results
5. Keep it real, relevant and relaxed – maintain
consistency and quality, engaging content in your
messaging. Repeat and iterate what works well.
6. Maintain a schedule for updates – Create a schedule
(see example) and stick to it, preferably planning a month
in advance. Posting inconsistently can appear spammy.
7. Monitor and measure – Reporting on the growth of your
fan base is an essential part of the process, and helps you
understand which strategies are the most engaging.

28. HANDS ON TRAINING

29. Facebook Pages for Business: Best Practice Checklist
Touring Facebook Page timeline features and
controls
Designing a cover image, and how to ensure
this works with the profile image
Using the admin panel
Editing Page settings
Customising the apps bar
Posting to your Page strategically
Pinning, highlighting and adding milestones to
your timeline
Managing spammers, trolling etc.
Using the Notes app for longer posts
Building an audience for your Page
Analysing traffic with Facebook Insights
Reducing your workload with social media
management programmes (eg. Agora Pulse)

30. Twitter for Business: Checklist
Creating follow-worthy Tweets
Attracting followers
Following the right people
Responding to mentions
Tracking keywords in the Twitter stream
Using hashtags
Getting retweeted
Running “tweets and greets” and daily
contests
Integrating Tweet This social plug-ins into
your blog
Measuring your impact, eg. how to use
Twittercounter

31. LinkedIn Pages for Business: Best Practice Checklist
Fully optimising your Company
Profile
Getting involved in communities –
asking questions and providing answers
Engaging through group discussions
and news
Editing Page settings
Utilising the power of Apps. These
include project management tools (ie.
Huddle Workspace, presentation apps
(ie. Slideshare), automatic posting of
existing blogs (Blog Link) and event
building apps (eg. Events)
Removing apps from profiles

32. THANK YOU!
QUESTIONS FOLKS?

33. APPENDIX

34. Appendix: Inbound Marketing Ecosystem
Source: Voldirk Consultancy. (July 2012

35. Appendix: After deciding on which content to put where, try this…
Enhancing your Page with Facebook apps
Creating iFrames/using third party iFrames to
customise your Page
Adding a Like button to external websites