superfast business: social media - ways to make it work for your business

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Serco Internal Social Media Ways to make it work for your business Matt Young @Cosmic_Matty

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views Superfast Business - offers fully funded support to help ambitious businesses in the South West with a focus on rural areas identify, maximise and profit from the opportunities that superfast broadband and new technologies present. They have a team of expert advisers, a programme of events on hot topics offering inspirational insights and practical solutions and access to IT specialists and knowledge. The service is aimed at businesses who have heard superfast broadband is coming to their area or are already experiencing good connection speeds and fulfill ERDF eligibility criteria. Register on their website today to see if your business is able to access the full support package and keep up to date with the latest technologies and information. w: www.superfastbusiness.co.uk e: [email protected] t: 0845 603 8593

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Page 1: Superfast Business: Social Media - ways to make it work for your business

Serco Internal

Social Media

Ways to make it work for your business

Matt Young

@Cosmic_Matty

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http://www.youtube.com/watch?v=G7KZR9

NwKQQ

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www.superfastbusiness.co.uk

twitter @superfastbiz

Facebook www.facebook.com/superfastbiz

join our LinkedIn group 'Superfast Business SW'

[email protected]

0845 603 8593

Stay up to date

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Social Media Ways to make it work for your business

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Average age of Facebook user in UK?

Average age of Twitter user in UK?

% of pensionable age UK residents on

Facebook

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Did you know?

• Twitter’s fastest-growing age group?

• 79% increase since 2012

• Facebook’s fastest-growing age group?

• 51% increase since 2012

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Listen

Google Alerts Twitter Feedly

Share & converse

Twitter Facebook LinkedIn Pinterest

Newsletter

Content

creation & Broadcast

You Tube Blog Flickr

iTunes/podcasts

Community

building

Forum Facebook Groups LinkedIn Groups

Virtual worlds

Social media engagement ladder

Less time More time

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Mobile

Mobile Phone

or

Tablet

…around 80%

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Listen

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Use social media for sales

• Listening for social cues – Listening for your brand and reputation

• Listen to hashtags for mention of needs #

• Check social media search terms

– Check out your reputation

• Check SERPs of your phrases

• Check review sites

• Ready crisis management plan

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• Listen for sales opportunities

• What’s the best way to…?

• How do I …?

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Hashtag ideas

• Industry specific

• #manufacturing

• #3dprinting

• Geographic specific

• #Exeter

• #Devon

• Campaign specific

• #innochat

• Media specific

• #journorequest

• #prrequest

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Listen – Tweetdeck/Hootsuite

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Feedly

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Share

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Be part of the community

Sharing content helps you to ‘be part of a community’

Amplifying content

Fuel and support the eco-system

1. Helping person who created the content – they will

reciprocate

2. Can maintain an independent point of view – you can be

seen as a content ‘curator’ it’s not all about you

3. ‘Here’s something someone else says – what do you think?’ Helping stimulate conversation

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Follow content worth sharing

Interior Design

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Step 2 – share or retweet

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Engage and share through influencers

Influencers like Tanya Burr?

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• 2,391,732 subscribers on YouTube

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Who’s your influencer?

• Social Media guru

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How do you find influencers?

Klout

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Create content

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Adapted from ‘Media Cloverleaf’ by Richard Edelman

‘Content first’ strategy

‘Tradigital’

E-news

Forums

Digital magazines

Traditional

Media

Press

Social

networks

Facebook

Twitter YouTube

LinkedIn

Website

Responsive design

Mobile enabled

Owned Content

Video, blogs,

photos

Create Once Post Everywhere

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What Content?

• Facts & figures = Infographics

• Showcase your staff

• Showcase businesses/customers you work with

• Photos and video

• Blog posts

• Instructional, learning content for your

community – scientists, procurement specialists

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• Become a storyteller

• Re-use many times

Content

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Become a storyteller

Make it visual, engaging, emotional

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Reacting

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Video please

1 in 3 Millennials watch online material

and virtually no broadcast TV

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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.

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Pinterest

Know your audience…

• 75million users

• 2/3 of holiday destination choices from the

female of the house….

And

• 80% of Pinterest users are female

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Pinterest

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Vine & Instagram

• Mini video

– Vine -6 second video

– Instagram – short video

– Companies using vine as evangelists for their products

– Virgin mobile, Lowes, Trident all use it

– Snapchat….

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Easy content planning

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Content planning

6 week content planner w/c ---------

--- 1 2 3 4 5 6

Planned

events/seas

onal fixtures

Video

Photos

Blog

Facebook

Twitter

Pinterest

E-newsletter

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• 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!

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Align your brand

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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

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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

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Mulberry and Mackintosh

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Social Media and Thought

Leadership

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• Highlight your expertise

• Show off your opinion

• Start to gain followers in the sector

• Influence purchasing decisions at the right

level

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Start to dominate your real estate

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TEDMED.

• asked conference delegates to select a list of

complex, persistent problems that affect

millions of lives

• The resulting list of 20 Great Challenges of

Health and Medicine are knotty problems that

require cross-disciplinary discussion.

• Open this discussion to the world and get a

broad national debate & conference in two

weeks

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Using social media to learn

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Learn using Blogs

• “Blogs are great for learning from others,

reflection, story sharing, facilitating

connections among people, philosophising,

and much more”

• “Writing a blog is a learning activity, of

course, but reading the best blogs that are

available is one of my most productive

learning experiences.”

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• Follow people you want to learn from on Twitter/Facebook/LinkedIn

• Subscribe to blogs (using Feedly)

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YouTube

• Harvard Business School

• Khan Academy

• Any learning…

• YouTube Edu

Most Universities YouTube channels

Do you want one?

What about staff training?

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Podcasts

iTunes – Leadership…

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Don’t forget learning from Facebook and Twitter

Follow influencers, peers, phrases of value

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Analyse your success

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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

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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

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insights

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Likes Comments and Shares

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Post detail

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Demographics

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Measuring Twitter

Tweetails Tweetreach

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Summary

• Listen

• Share

• Create

• Build

• Measure

• Evolve

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Any questions?

Matt Young

@Cosmic_Matty

[email protected]

cosmic.org.uk