Social Media & LinkedIn LondonApril 2019

WELCOME!

WHO WE ARE

TODAY’S WORKSHOPSTRUCTURE

• Case Study: Autistica

• LinkedIn Best Practice

• What is a social media strategy?

• Goals

• Audit

• Content

• Analytics

• Q&A

CASE STUDY: AUTISTICA

LINKEDIN

LINKEDIN

• 546 million users.

• Up-to-date profile – appear higher in searches.

• Photos are important! 9x more connection requests.

• Location is important – 23x more likely to get discovered more in searches.

LINKEDIN

• Your skills have been categorized into four key areas: Industry Knowledge, Tools & Technologies, Interpersonal Skills, and Other Skills, making it easier for others to see what you’re skilled in.

• You can feature top three skills on your profile so you can highlight what you most want to be recognized for.

• Why does listing your skills matter? Having at least 5 skills on your profile gets you up to 17x more profile views and up to 31x more messages from recruiters and others who can help you get ahead.

LINKEDIN

• Just how important is it to distinguish yourself? The LinkedIn community is strong at over 546 million users. By making incremental updates to your profile, you can greatly increase your visibility on LinkedIn, and there’s no better place to start than with your headline.

• Unsplash – royalty free images.

• Summary – remember keywords!

• Personalised URL

LINKEDIN

• Tidy up endorsements.

• Connect with people!

• Publish posts.

• Join groups.

• Use (but don’t abuse) status updates.

• Ask for recommendations!

WHAT IS A SOCIAL MEDIA STRATEGY?

WHAT IS A SOCIAL MEDIA STRATEGY

A social media strategy defines the relationships, their value and sets out a plan to harness them to achieve a particular goal or set of goals.

WHAT IS A SOCIAL MEDIA STRATEGY

It is:

• Adaptable

• Allows you to be proactive

• Allows you to be reactive

• Should underpin all activity on social media

• Measurable

• Thoughtful

WHAT DOES IT LOOK LIKE?

1. Goals

2. Audit3. Content

4. Analytics

Step One: Goals

1. Goals

2. Audit3. Content

4. Analytics

GOALS

• What are your personal organisational goals?

• Who are you trying to reach?

• How can social media help you achieve these?

Step Two: Audit

1. Goals

2. Audit3. Content

4. Analytics

AUDIT

Now that you’ve identified your goals, take a step back to take a look at your existing activity. Take stock of:

• Your audience

• Evidence (Analytics)

• Platforms

• Networks

• Content

Use the POST (People, Objective, Social Optimisation and Tools) method.

P.O.S.T.:PEOPLE

Chloe, 25

• High Street Shopper

• Fashion Lover

• Cares About Social Causes

• Busy and Time-Poor

• Keen Instagrammer

P.O.S.T.:OBJECTIVE

What do you want to get out of your digital strategy?

• Donations?

• Sign ups?

• Educate?

• Drive website traffic?

Define what success looks like to you.

P.O.S.T.:SOCIAL OPTIMISATION

Create a plan and workflow for:

• Engagement

• Content

• Social media champions

P.O.S.T.:SOCIAL OPTIMISATION

Champions

• Making your message go further, extending your network.

• YouTubers, Instagrammers, Twitter and other social media influencers.

• Can also include people within your organisation (e.g. staff and volunteers).

P.O.S.T.:TOOLS

What platforms are you on, and why?

• Think about where your audience are.

• Better to do one or two platforms well, rather than bring new ones on unnecessarily.

P.O.S.T. THEORY (CONT’D.)

PEOPLE

Who are your audience?

• What motivates them?• Who do they listen to?• What’s important to them?• What makes them take action?

OBJECTIVE

What do you want to get out of your digital strategy?

• Donations?• Sign ups? • Educate?• Drive website traffic?

SOCIAL OPTIMISATION

What will your plan/workflow look like?• Content Calendar?

Engagement? Influencers?• How are you hoping to meet

your objectives through your target audience?

TOOLS

What platform will you be using? • Twitter? • Facebook? • Instagram?

SOCIAL MEDIA FUNNEL

Step Three: Content

1. Goals

2. Audit3. Content

4. Analytics

WHAT IS CONTENT?

• Practical

• Functional

• Tactical

• Outcome-Oriented

• On social, it’s what we produce, consume and share – take place in many forms: video, text, audio, podcast, infographic or image

CONTENT CREATION AND DISTRIBUTION

• Research

• Be informed and reactive to trends

• Monitor activity

• Don’t be afraid to take risks!

• Make sure conditions are optimal

#HASHTAGS

What is a hashtag?

Social media is all about having a conversation, and hashtags make it easier to listen and engage with individuals talking about a specific subject area.

#Caturday#CatsOfTwitter

#HASHTAGS

How are they used?

• Navigable lists.

• It’s a way to ‘tag’ content to make it discoverable.

• Highlight topics and conversations

• Craft voice

• Numbers – yes, spaces and punctuation – no!

There isn’t a preset list of hashtags, so they can be put in front of anything.

#HASHTAGS

Take Part in Conversations

Events

Creating and using hashtags for events can help attendees track posts and take part in conversations in real-time.

If you’re hosting an event, it’s worth creating one that is memorable, unique, and relevant.

Context

Engaging with trending hashtags is a great way to drive likes and shares, but always be mindful of the topic and tone.

THE THREE FUNDAMENTALS

Step Four: Analytics

1. Goals

2. Audit3. Content

4. Analytics

ANALYTICS: INTERNALISING FINDINGS

• Start small and build incrementally.

• Talk with your team openly about what your data tells you.

• Your strategy will be informed by what you learn through data.

• A data-led digital culture is based on learning and growing, and is flexible and evidence-based.

• Use data to understand the wants and needs of your supporters, and keep them connected with your cause.

ACTIVITY

WRITE YOUR OWN LINKEDIN HEADLINE!

• 120 character limit

Author, Japonisme and A Little Book of Japanese Contentments | Senior Manager, Social Misfits Media

QUESTIONS?

Let’s Connect!

https://www.linkedin.com/in/erinniimilonghurst/

https://www.linkedin.com/company/social-misfits-media/

THANK YOUAny questions? Let us know, we’d love to hear from you.

www.socialmisfitsmedia.com@MisfitsMediaerin@socialmisfitsmedia.com+44 789 673 8679