Developing

Platforms

Chapel Digital – Social Media Training 201

Hands-on Workshop – 26th June 2015

Developing your activity

Making plans

Construct a rough content plan

Don’t overthink content

Think: What are we trying to achieve?

Reflect business activity

Flexibility for real time

Developing your activity

Managing your presence

Schedule time to check / update platforms

every day

Free management software – i.e. Hootsuite

Understand platforms

Use content plans

Real-time marketing / posting

Developing your activity

Post scheduling

Useful if limited resource / man hours

Tools (i.e. Future Tweets / Twittimer /

Facebook Scheduler, etc)

Remember things change

Weekend activity

Maintains presence

Developing your persona

Developing your persona

Developing your persona

Developing your persona

Useful tips:

1. Use eye-catching visuals

2. Brand consistency – Logo / header /

higher resolution

3. Fully set up profiles – i.e. all relevant

information and all available areas (such

as reviews, bio, website links, etc)

4. Identify your audiences

Developing your persona

Useful tips:

5. Post regularly

6. Review past content / posts

7. Use advertising where applicable

8. Be human – highlight your staff / people

in your organisation

9. Use analytics

10.Integrate humour where appropriate

Developing your persona

Think:

Will this appeal to our existing followers?

Does this reflect well on my business /

organisation?

Would I like this if I was following?

Is this quirky / engaging?

Could this be improved?

Have I checked details?

Identifying potential audiences

Video can be viewed at:https://www.youtube.com/watch?v=PXI9JoY0HDQ

Identifying potential audiences

Who is your business/ organisation for?

Type of business?

Who are your existing customers?

What are you known for?

What are your products / services?

Who do you want to reach?

Local / regional appeal?

Identifying potential audiences

Psychographic study:

“Demographic information includes gender,

age, income, marital status – the dry facts.

Psychographic information might be their

habits, hobbies, spending habits and values.”

“You can only effectively reach your target

audience when you understand both their

demographics and psychographics.” (Alisa

Meredith, Hubspot)

Identifying potential audiences

Psychographic

study:

Think: What are

the interests and

attitudes of your

target

audiences?

Identifying potential audiences

When are people

online?

Determine when your

activity would be best

timed

(figures in per cent, Source: Pew Research Centre)

Identifying potential audiences

Audiences on Social Media:

Identify demographics

Recognise platform differences

Find relevant communities (i.e. Google+ /

Twitter lists, etc)

Monitor brand related key words

Find local people

Use your existing followers

Identifying potential audiences

Targeted advertising:

Facebook & Twitter

Set a budget, and stick to it – no budget is

too small – as little as £1 a day can help you

reach new audiences

Reach people based on numerous variables

– i.e. Location / interests / marital status /

offspring / age / work status, etc

Cost effective tools and software

Useful free software:

Hootsuite (management / analytics / scheduling – 3 profile limit)

Social Mention (keyword search, identify

influencers, hashtag recognition)

Iconosquare (search Instagram for tags

and users / basic analytics)

Facebook insights (analyse profile)

Cost effective tools and software

Useful paid software:

Engagor (scheduling / keyword monitoring / all social networks / analytics – but pricey!)

Sprout Social (scheduling / profile integration / Twitter feeds / basic analytics – mid range)

Social Oomph (keyword monitoring / analytics / scheduling / LinkedIn integration)

SocialBro (Twitter only / targeting / analytics / campaign management)