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Transcript of Online Marketing
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Introduction to Social Media
Marketing and Brandingcreative.enactuslse.co.uk
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creative.enactuslse.co.uk
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creative.enactuslse.co.uk
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creative.enactuslse.co.uk
Session Outline
1. Creating social media accounts.2. Using social media.3. Using third-party tools.4. Understanding analytics.5. Further learning.
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creative.enactuslse.co.uk
Session Aims
• Create a Facebook and/or a Twitter account;• Create your 1st post on Facebook and/or
Twitter;• Know how to engage your audience;• Recognise the tools and resources available
to improve your online presence
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creative.enactuslse.co.uk
1. Getting Started
• Creating an account;• Personalising your profile;• Build relationships.• Listen and discover;• Respond and connect;• Tailor to you and your audience’s needs;• Pay attention and evaluate.
Getting Started Using SM 3rd Party Tools Analytics Going Further
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Getting Started Using SM 3rd Party Tools Analytics Going Further
• The most popular, full-fledged social network:– Media: Images, videos;– Status updates;– Sharing;– Friends and followers.
• Prerequisites:– E-mail address;– Authenticated Facebook account.
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Creating a Facebook Account
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Creating a Facebook Page (1)
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Creating a Facebook Page (2)
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Getting Started Using SM 3rd Party Tools Analytics Going Further
• The most popular micro-blogging social network:– Media: images;– Status updates (called tweets);– Sharing (re-tweets);– Followers.
• Prerequisites:– E-mail address.
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Creating a Twitter Account
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2. Using Social Media
• Creating an account;• Personalising your profile;• Build relationships;• Listen and discover;• Respond and connect;• Tailor to you and your audience’s needs;• Pay attention and evaluate.
Getting Started Using SM 3rd Party Tools Analytics Going Further
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Using Facebook Posts• Make your first status update:
– Short, simple and engaging.– Include media where possible;– Behind the scenes.– Hashtags!
• Share updates you like from other people / pages:– Ensure it is relevant and it does
not damage your reputation;– Partner businesses (e.g. thank
yous).• Time your posts based on
your target audience.
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Timing Facebook Posts
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Overview of Facebook Admin Panel
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Facebook Interaction• Listen and discover:
– Monitor your messages, posts, and your wall;
– Track your reach and set goals / milestones.
• Respond and connect:– Thank your customers immediately
when you receive praises;– Offer support where needed;– Take time to address concerns;– Maintain a positive tone.
• Triple check:– Proof read;– Implications of your post.– Is this how you would like others to
interact with you?
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Improving Your Interactions• Tailor to you and your
audience’s needs:– Exclusive coupons,
information about sales and special events...
• Pay attention and evaluate:– Take note of what works, and
what does not;– Evaluate customer feedback,
interactions and engagement levels (which posts are more successful and which are not? Why?).
Getting Started Using SM 3rd Party Tools Analytics Going Further
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Building an Audience (Giveaways)
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Building an Audience (Giveaways)
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Building an Audience (Promotions)
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Engaging an Audience (Trends)
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Generating Sales (Urgency)
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Using Twitter
• Employ similar strategies as with Facebook.
• Differences:– There is no post (tweet)
scheduling or analytics;– Twitter involves more
two-way conversations;– 140 characters limit:
clear and concise.– It is hard to control!
Getting Started Using SM 3rd Party Tools Analytics Going Further
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Understanding Implications
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Evaluate Your Situation
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Plan Ahead• Use our marketing action template or
create your own.• Create a conversational calendar:– Ideas about what to talk about every week /
month (include hashtags).– Ensures you post regularly as you will have fans
online every hour (general rule: at least once a day).
– Do not miss any major events and news!
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Summary• The 4 Ps:
– Product / Service;– Place;– Price;– Promotion.
• AIDA:– Attention;– Interest;– Desire;– Action.
• More engagement = larger audience:– Be responsive and evaluative;– Plan ahead.
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Sun Tzu, The Art of War
“If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.”
creative.enactuslse.co.ukGetting Started Using SM 3rd Party Tools Analytics Going Further
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3. Using 3rd Party Tools
• Branding (designing a logo);• Online competitions (selecting winners);• Social media management (simplify and
enhance your experience);• Analytics (measuring performance);• Media (create visually engaging content).
Getting Started Using SM 3rd Party Tools Analytics Going Further
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Squarespace Logo
Getting Started Using SM 3rd Party Tools Analytics Going Further
www.squarespace.com/logo/
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Business Cards
• uk.moo.com– 50 cards for £17 minimum;– Allows you to print different designs in a batch of
cards• vistaprint.co.uk– 250 cards for £8 minimum;
• Local printing shops– You can try looking around your neighbourhood
for printing shops– It is sometimes cheaper
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Online Competitions
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Social Media Management Tools
Getting Started Using SM 3rd Party Tools Analytics Going Further
Why?• Manage multiple accounts;• Scheduling for Twitter;• Rich analytics (understand
your audience);• Real-time notifications.• Options:
– Hootsuite;– Tweet Deck (for Twitter).
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Other Management Tools
• MailChimp: create beautiful newsletters.
• Asana / Trello: task / project management.
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Analytics (Listening and Research)
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Visual Engagement• Avoid disruptive
watermarking:– Anything that may interfere
with the visual experience of the media you are sharing.
• Stock images should be used as a last resort.
• Photoshop is expensive. Consider:– GIMP;– Pixlr.
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4. Understanding Analytics
• Introduction;• Optimising for your audience;• Optimising for yourself;• Performance indicators.
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What is a Reach?
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Audience Optimisation
Getting Started Using SM 3rd Party Tools Analytics Going Further
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Personal Optimisation
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Performance Indicators
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5. Going Further
• Creative Cycle Online (creative.enactuslse.co.uk);
• SEO Chat;• Digital Point;• The Moz Blog.
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Other Social Networks• Instagram (owned by Facebook):
– Image-based;– Filters = visually stimulating;
• Vine (owned by Twitter):– Video-based;– Short (7s) and often comedic /
interesting;• Pinterest:
– Image-based (pin-board);– Online shopping products;
• Reddit:– Discussion-based;– An audience that is difficult to
predict and control.
Getting Started Using SM 3rd Party Tools Analytics Going Further