Introductions
Please introduce yourself to the rest of the group; your business and your expectations from this workshop.
Agenda
• Background to Connecting and Somerset & Get Up To Speed;
• Introduction to Social Media; interesting facts and figures;
• Social Media Engagement Ladder – Listening, sharing and creating good content;
• Live demo of Twitter and Facebook – Ask questions
• Clinics.
Connecting Devon and Somerset
• A ground breaking partnership encompassing 6 LA areas to deliver improved and superfast broadband to rural areas
• Improved broadband (>2mbps) to every business and community across Devon and Somerset by 2016
• Faster broadband (>24mbps) to at least 90% of the area by 2016
• Without this project 700,000 residents and 26,000 businesses, with a combined turnover of £9 billion, have no certainty of receiving improved or superfast broadband from a commercial rollout
Update – March 2015
• More than 100,000 homes and businesses in the two counties now have access to fibre broadband as a result of the CDS
• Almost 90% of those can access speeds in excess of 24mbps
What is Get up to speed?
• Fully funded business and community support alongside roll-out of superfast broadband
• Helping to ensure we all make the most out of the superfast broadband
Delivered by Cosmic Peninsula Consortium
At Work
• Communicate effectively online– reducing need to travel
• Extend market reach – better use of web and social media
• Save costs – using Cloud technologies
• Collaborate and manage projects remotely
• Become more flexible - work on-the-go
• Compete with urban, national and international businesses
• Background – estimate 2016 23% of GDP will be spent online
At home
• Everyone using the connection at the same time
• Reduce social isolation - connect with family & friends using video conferencing
• Work from home more efficiently
• Watch, listen and read – TV, music and ebooks
• Better connected to services, health, social care, government
• Background – increasing services delivered online and future planning of health & care services
What are we doing?
• Free sessions;
• Showcase new technologies;
• Hands-on Workshops – tablets, smart phones, internet beginners;
• Gadget shows;
• Seminars;
• Briefings;
• Taster sessions;
• Signposting to other services.
What can you do to help?
• Host a session in work, in your community, in your Association?
• Support the message
– Become a champion
– Distribute leaflets in your area
– Distribute leaflets from work
• Any other ideas?
PR
Search
TV
Mobile
Social media
Radio
affiliate
Webinars
PPCEmail
Rapid
Fragmented
Two way
Website
New world marketing
Listen
Google AlertsTwitterFeedly
Share & converse
Twitter FacebookLinkedInPinterestNewsletter
Content creation & Broadcast
You TubeBlogFlickriTunes/podcasts
Community building
ForumFacebook GroupsLinkedIn Groups
Virtual worlds
Social media engagement ladder
Less time More time
1. The Law of Listening
Success with social media and content marketing requires more listening and less talking.
Listening
Use Social media as a highly effective listening device
• Colleagues/staff
• Journalists
• Peers
• Competitors
• Influencers
HashtagsIndustry specific#HolidaysInDevon#Holidays#Watersports
Geographic specific#Somerset#Taunton#Weston
Media specific#JournoRequest#PRRequest
2. The Law of Reciprocity
You can’t expect others to share your content and talk about you if you don’t do the same for them……………….
Be part of the community
• Sharing content helps you to ‘be part of a community’
• Amplifying content
• Helping person who created the content – they will reciprocate
• Can maintain an independent point of view – you can be seen as a content ‘curator’ it’s not all about you
• ‘Here’s something someone else says – what do you think?’ Helping stimulate conversation
Be an Informer
Researchers at Rutgers
University found that only 20%
of us are informers on social
media, while the other 80%
are meformers.
Informers had more 2x
followers of meformers.
Sharing information is better
for your follower count than
sharing about yourself.
How do you find influencers?
• Huffington Post 99
• The Guardian 99
• Accuweather 63
• BBC Radio1 94
• BBC News 83
• BBC Weather 70
• BBC Breakfast 79
Value of the everyday influencer
In the past, brands may have focused on popular bloggers and celebrities but today there is a new wave of “everyday” consumers that can have just as large an impact.
Ways you can help people to become influencers
• Create content they want to share
• Engage them in loyalty activity
• GoPro loan scheme with close fans
• Encourage video sharing with competitions
• Embed on own website & social media – power of the share
Why Content Marketing?
• Increase in engagement
• It’s favoured by 68% of customers
• On average it generates 54% more leads
• Some businesses have seen a 30% increase in Sales with Content Marketing (Zappos)
• More than half of B2B marketers plan to increase their content marketing budget in 2015.
• 70% of B2B marketers are creating more content than a year ago.
Adapted from ‘Media Cloverleaf’ by Richard Edelman
‘Content first’strategy
‘Tradigital’
E-news
Forums
Digital magazines
Traditional
Media
Press
Social
networks
Twitter YouTube
Website
Responsive design
Mobile enabled
Owned Content
Video, blogs,
photos
Photography
‘images catch our attention, keep our attention and are digested faster than text’
@staceylamiller
Customer support
Creating video content for customer retention & staff engagement and training:
Sony Xperia have created a YouTube channel of all their support and advice guides.
Content planning
6 week content plannerw/c ---------
--- 1 2 3 4 5
Planned
events/seas
onal fixtures
Video
Photos
Blog
• Schedule posts for most popular times of the day
• If you schedule – don’t forget to be available for
responses
• Work with your planned business activities
• Think about seasonal opportunities
• Create your own opportunities!
Create content with brand alignment
• Improve brand penetration
– New age, audience
– Different audience
• Align your brand with other similar brands
• Tell people your brand story
Mulberry – ‘hand crafted in Britain’ brand
Commissioned a series of focusses on similar brands
• Wedgewood
• Aston Martin
• Mackintosh
Saying – ‘we are like these brands’ #mulberryteacup
• Highlight your expertise
• Show off your opinion
• Start to gain followers in the sector
• Influence purchasing decisions at the right level
8 KPIs for social media
1.Number of Fans and Followers - Basic but important – how many followers,
new followers and equally important unfollowers
2. Demographics and Location – What’s the % males, females, where are
they based what time do they use SM, what are their interests
3. Number of active followers – Active users is a really important indicator as
you want relevant and influential people who actively interact and engage
with your company.
4. Likes, Shares and re-tweets– Are your posts relevant and interesting to your
followers? What % of posts have interactions. IF not change engagement
strategy
5. Number of comments - Are you engaging in two way conversation and what’s the speed of response
6. Number of mentions – How often are people interacting with you?
7. Traffic back to website - % of traffic from social media
8. Your Klout Score - Your overall influence in social media
Listen
Google AlertsTwitterGoogle Reader
Share & converse
Twitter FacebookLinkedInPinterestNewsletter
Content creation & Broadcast
You TubeBlogFlickriTunes/podcasts
Community building
ForumFacebook GroupsLinkedIn Groups
Virtual worlds
Social media engagement ladder
Less time More time
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