superfast business: social media - ways to make it work for your business
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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 8593TRANSCRIPT
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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'
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
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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
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
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
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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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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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
Content planning
6 week content planner w/c ---------
--- 1 2 3 4 5 6
Planned
events/seas
onal fixtures
Video
Photos
Blog
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?
Podcasts
iTunes – Leadership…
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