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Twitter and Instagram for business
#StartUp2016, Shrewsbury
Gareth Edwards
Arrowsmith Marketing [email protected]
http://www.arrowsmithmarketing.co.uk
Introduction
• Working in tech and marketing for too many years to mention
• Delivered training and consultancy to Shropshire SMEs for the OBB project
• Continuing to support OBB/Shropshire Council
• Focus on the practicalities of digital marketing for Small Business
Agenda
• Introduction
• What are Twitter and Instagram? What are they for?
• Setting up
• Content
Break• Timing
• Building a network
• Measurement
• Twitter or Instagram?
• Questions
• Close
Social Media Stats
• Twitter - 316m monthly users worldwide- 15-18m UK accounts- 500m tweets per day worldwide- Engagement 0.03%
• Instagram - 400m monthly users worldwide- Currently behind Twitter in the UK- 80m photos per day worldwide - Engagement 4%
• Facebook - 1.5 billion active users worldwide- 31+m UK accounts- 4.5bn likes/350m photos pd worldwide- Engagement 0.07%%
Source:
http://expandedramblings.com/
http://www.marketingprofs.com/
Sproutsocial.com
Engagement = user interaction with brands’ posts as a
Percentage of brands’ fans or followers
Social Media Stats
• Twitter - 316m monthly users worldwide- 15-18m UK accounts- 500m tweets per day worldwide- Engagement 0.03%
• Instagram - 400m monthly users worldwide- Currently behind Twitter in the UK- 80m photos per day worldwide - Engagement 4%
• Facebook - 1.5 billion active users worldwide- 31+m UK accounts- 4.5bn likes/350m photos pd worldwide- Engagement 0.07%%
Source:
http://expandedramblings.com/
http://www.marketingprofs.com/
Sproutsocial.com
Engagement = user interaction with brands’ posts as a
Percentage of brands’ fans or followers
Instagram is the fastest growing
Social media site
Twitter and Instagram Compared
Twitter and Instagram Compared
Twitter• Text-based social networking
• Photo and video added later
• Share your content using links
• More interactive
• Real-time, fast and furious
• Lots of free management tools
• Broad range of business/consumer users
Instagram• Photo & video sharing app.
• Easy to use tools to create good content
• Users stay in Instagram (no links)
• Friendlier, slower and quieter
• A little harder to manage
• Currently consumer oriented
What Can You Do With Social Media
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What Can You Do With Social Media
• Listen – customers, market and
competitionFeedback, real time research, activity
• Customer serviceListen, respond, resolve and self-service
• Brand developmentShow credibility, personality, expertise,
values
• Increase reachConnecting, sharing, partnerships, access to target groups
• LearnAccess knowledge in the best format for you
• Communicate your offerSell-inform-entertain
• Establish “relationships”Dialogue, engagement, reward
• Support the sales process.User-friendly material, linking to point of sale, user generated content
• Paid promotionCompanies, groups, individuals.
• Improve website optimisationInbound links. Increased traffic
Brand Personality
Exercise Time
Setting up an account
• Define a meaningful user name
• Add business-relevant words to your bio
• Add a link to your website or specific page
• Use pictures or graphics
Profile images
• Use Twitter header image to highlight brand, activity, contact details etc.
• Logo or good picture for the profile picture
Optimise your profile
Exercise Time
Twitter Content
• 3 ways of working– Converse.
Chat, comment, rt & @s
– Curate. Discover, share, reformat
– Create. Messages, visuals, links
• Message – Link – Hashtag(s)
• 140 characters – 100 characters makes retweets easier
• Image or video makes tweets stand out
Instagram Content
• Pictures and video
• Filters and editing tools
• Tell a visual story– Customer benefits
– User generated
– You and your team
– Product look and use
• Captions, @s and #
#Hashtags
• A label for tweets & Instagram posts to show they are about a particular topic
• Your key to being discovered
• Click on a hashtag to see other tweets/posts with the same one
• Anybody searching for that hashtag can find your tweet/post
• Use popular ones or create your own
– Try a branded hashtag on Instagram
• Numbers
– Twitter. Max 2-3 hashtags per tweet
– Instagram. 3-5 but up to 30 relevant #s
#Hashtag Tools
Top-Hashtags.com
Hashtagify.me
Tagboard.com
A picture is worth a 1000 words
Nike Twitter video - https://twitter.com/Nike/status/685543811485847553GE Instagram https://www.instagram.com/p/-RqJBiRP_V/
Instagram - Image Tools
• Instagram pictures 1080px*1080px
• Set your smartphone to take sq pics
• Crop, skew and filter pictures
• Mayfair, Rise, Valencia, Hefe, and Nashville are popular
filters
• Basic video editing too
N.B Twitter mobile app has pic and video editing features
Image Editing Tools
Canva.Com Photofunia.Com
• Edit and create pictures, meme, graphic &
infographics
• Search Google Play or iOS App Store
• Twitter pictures min 440*220 (2:1 ratio)
PicsArts – Android App
Content
Exercise Time
Timing and Frequency
Twitter Timing and Frequency
• Aim for 2-3 per day
• Don’t send all at once
• B2B business hours/ B2C evenings and weekends
• Mix of original posts, retweets, mentions and replies
• Keep it up
• Scheduling tools are available
Source: Neil Patel - quicksprout.com
Instagram Timing and Frequency
• Instagram content is “stickier”
• Posting frequency can be less
• Big brands post 1 or 2 times per day
• Evenings are the best time to post
• Keep it up
Create a Content Calendar
• What are you
up to?
• What are your
customers
interested in?
• What’s going on
in your sector?
Content Calendar
Exercise Time
Build your network
• Built-in connection features
– Social Media
– Contacts
– Suggestions
Build your network
• Built-in connection features
• Be active
– What do people value?
– Make them timely & regular
– “Newsjack”
– #conversations like #shropshirehour
Build your network
• Built-in connection features
• Be active
• Search relevant words, hashtags and influencers– Location
– Sector
– Key topic
– Peoples’ names
– Brands or product names
Build your network
• Built-in connection features
• Be active• Search relevant words,
hashtags and influencers• External promotion
– Websites– Social media – buttons
and feeds– Email signatures– Shop signs
Influencers
Exercise Time
Engagement
https://twitter.com/hashtag/BritainsUgliestCarpet?src=hash
Engagement
https://twitter.com/hashtag/BritainsUgliestCarpet?src=hash
Getting people to respond
to your output
Building Engagement
• Capture attention
• Ask for a response
• Reply, comment, like, double tap mention and share
• Participate - post - proactive
– Competitions / Surveys / Tips and advice
– Groups
– Make it regular / get the timing right
Ads
• Pay Per Click advertising on both
• Take the form of sponsored posts
• Highly targetable
• Instagram taps into Facebook users information
• Choose between increasing followers or clicks
• Bids/budgets drive potential audience
Measuring Success
• Driven by your social media goals
• Brand awareness– Followers, RTs,
mentions
• Engagement/ relationships– RTs, mentions, likes,
comments
• Leads/Sales– Clicks, calls or emails
Measurement Tools
Twitter Analytics
Google Analytics
picstats.com
Management Tools
Hootsuite Latergram.me
Unfollowers.com
Twitter or Instagram?
• Generate click throughs
• Text, pics and video
• Audience 25s up-ish
• Daily commitment
• B2B or B2C
• Practical
• Brand awareness
• Visual
• Audience under 25s-ish
• Artistic commitment
• B2C
• Fun
Twitter or Instagram?
• Generate click throughs
• Text, pics and video
• Audience 25s up-ish
• Daily commitment
• B2B or B2C
• Practical
• Brand awareness
• Visual
• Audience under 25s-ish
• Artistic commitment
• B2C
• Fun
Key Questions• Are your target customers using them?
• Are your customers searchers or finders?
• Do you have something interesting/valuable to say?
Q&A
Questions?Now
After the event
Phone
Before you go
Links & contact details
Social Media Informationhttp://www.socialmediaexaminer.com
http://mashable.com
http://www.sitepronews.com/
http://www.hubspot.com
Toolshttp://www.canva.com
http://www.photofunia.com
http://www.hootsuite.com
http://buffer.com
http://hashtagify.me/
http://top-hashtags.com/instagram/
http:/unfollowers.com
http://www.Picstats.com
http://www.latergram.me
PicsArts – App
Latergramme – App
Repost - App
LinkedIn http://uk.linkedin.com/in/garethjedwards
Facebook www.facebook.com/arrowsmithmarketing
Twitter www.twitter.com/arrowsmith_mkt
Instagram @gazzered
Download the presentation from http://www.arrowsmithmarketing.co.uk
https://help.instagram.com/https://support.twitter.com/http://www.contentmarketinginstitute.comhttp://www.hootsuite.com
Contact