Advanced Social Media

Pauline Randall

Florizel Media Ltd

Housekeeping

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

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

Social Media Strategy

Check your social media landscape

http://www.cmo.com/2013/social-media-guide.html

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?

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? BU

ILD

A P

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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

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/

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: ________ hoursCost to prepare content ______________

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 contentNumber of personnel available for online monitoring ____________ / dayNumber of personnel available for online engagement ____________/ day

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 ________%

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

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!

Managing your resources

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!

SOME OTHER SOCIAL MEDIA CHANNELS TO CONSIDER

LinkedIn

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

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

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

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!

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

Content Management

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

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

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

Metrics

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

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!

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?

Monitoring

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/

Any questions?