K a t i e S t a r t - F e b 2 0 1 1 L e a p i n t o S o c i a l M e d i a
Leap into social media feb 2011(final)- South Lanarkshire
May 18, 2015
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Katie Start - Feb 2011
Leap into Social Media
Leap into social media
Katie Start - Feb 2011
Schedule 9.30am Introductions
Your social media experienceSetting objectives for the day
9.45am The changing face of commsSocial media - so what?10 steps to social media success
10.45am Coffee break
11.00am Tools to get you started
12pm What does the social media future look like?
12.30pm Q&A + Close
Quick bit about you...
Your experience of social media?
What you’d like from today?
# How social media differs to traditional forms of marketing
# The growth of social media and the business opportunity this presents
# How to implement a social media strategy
# Methods of measuring ROI
# Key tools and how to use them
# New developments in the world of social media
After today you will understand …
First newspaper published
Computer1970175
21916 1930’
s2011
TVRadio
The old communication model
was a monologue.
3000The average person is exposed to
advertising messages/day
The new communication model
is a dialogue.
What isSocial media?
Social media...
People using tools(like blogs and video)
& sites (like Facebook and Flickr)
to share content and have conversations online.
How can social media be used?
• Generating sales leads• Product development• Customer support• Internal knowledge• Market & customer feedback• Rapid sharing• Executive leadership & visibility• Branding
It’s not just marketing…
Whyshould
we care
So what?
BECAUSE 2/3 OF THE GLOBAL INTERNETPOPULATION VISIT SOCIAL NETWORKS
Nielsen, Global Faces & Networked Places, 2009
Photo by sinulog 2006 at Flickr
Photo by sinulog 2006 at Flickr
BECAUSE VISITING SOCIAL SITES IS NOW THE 4th MOST POPULAR ONLINE ACTIVITY – AHEAD OF
PERSONAL EMAILNielsen, Global Faces & Networked Places, 2009
OK, that’s the hype but …
Does social media actually work?
Selectives
Mavens
ButterfliesWallflowers
Engagement dbase July 2009 – Top100 BrandsWetpaint & Allimeter
Engagement correlates with performance
o Fastest ever growing online viral video campaign
o 6.7 million views after 24 hourso 23 million views after 36 hourso Isaiah Mustafa replied to 186
online comments and questionso Sales increased by 107%
But how do you get started?
10 steps to social media success
1. Experiment
• Give it a go personally before professionally
• Try a variety of social media tools
• Be yourself, make some friends, and share
2. Have a strategy
Photo by Utne.com
HOPE IS NOT A STRATEGY
3. Listen
o Find where your audience is participating and indentify the influencers
o Read industry blogs
o Google your company name & your competition
o Use free tools that can help you listen
o Avoid puffery
o Avoid evasion and lying
o Admit your mistakes right away
5. Give (a lot)
o Don’t be afraid to share
o Make your content easy to share
o Think like a contributor & not a marketer
6. Relinquish control
o Don't shoutDon't broadcastDon’t brag
o Speak like yourself
o Personify your brand
o Don’t try to delete or remove criticism
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an explanation and solution
o Get buy in from the organisation
o Convince senior team that social media is relevant to you
o ‘Divide and conquer’ within your team
o Recruit more help if needed
10. Measure results
www.google.com/analytics
Free analytics to measure success
Facebook offers unique analyticsStandard Reporting
Standard Impression, Clicks, Video Plays
Facebook Enhanced Reporting
Engagement report
Lexicon measures ‘buzz’ and sentiment on Facebook
Page report
Pulse Data reports the interests of your fans
Paid for analysis
Level 3Level 1 Level 2
+
Coffee break
Questions?
57% have joined a social network
600 million users
100+ million mobile
WORLDWIDE
Over 24 million users
11+ million daily
UK STATS
o Your homepage on Facebooko Messages, photos, videos, events o Interact with userso Fans see your page updates in newsfeed
o Facebook ads give you the ability to advertise directly to specific demographic groups
o Locationo Ageo Sexo Keywords (appear in your
users profile)o Educationo Workplaceo Relationship statuso Relationship interestso Languages
Add the ‘Like button’ to your website and emails
Events
WallInfo
Photos
ShopNewsPolls
Reviews
1. Create a page to promote your brand
2. Attract more fans with a contest
3. Encourage a discussion and participate frequently
4. Share and add value for your fans
5. Have a clear plan for content
1. Create a page and fail to maintain it
2. Use hard sell approach & talk too much about yourself
3. Censor comments
4. Spam fans with too frequent messages
5. Believe that ‘if you build it they will come’
Over 55 million members
In over 200 countries around the world
A new member joins LinkedIn every second
83% have watched video clips
Using video for business
10 great ideas!
o Showcase eventso Meet peopleo Behind the scenes shotso Competitionso Reveal new productso Encourage customers to
share
4,000,000,000The number of photos archived on Flickr.com
200,000,000 blogs
1. Transparent2. Relevant3. Be active4. Engage in dialogue5. Lots of links
Source: Universal McCann Comparative Study on Social Media Trends April 2008
73% of active online users have read a blog
o Personal broadcast systemo Marketing, public relations and
customer service o Give your brand a voice within
the communityo Share timely informationo Personify your brand
1,105% year on year growth
tools
Who I follow…
1. Find and share useful content
2. Pose questions and reply to others
3. Keep it fun - put a friendly face on your brand
4. Use a photo and keep your bio complete & updated
5. Know what people are saying about your brand
Don’t…
1. Sound like a press release – you’re in a social space
2. Spam with constant links to your website
3. Post useless information – who cares what you had for lunch
4. Worry that you don’t have many followers… it takes time
5. Follow thousands of people just to get more followers
Sparking conversation and engagement via conversations on ‘The Wall’
Using video footage to bring the brand to life
Using twitter to create dialogue and encourage staff/user & user/user engagement
o Share locationso Reward attendanceo Leave recommendationso Link to other people
IF YOUR COMPANY’S WORD OF MOUTH IS RUBBISH, SOCIAL MEDIA CAN HELP
NEVER FORGET THE BASIC RULES
#1 Set Objectives
1. Experiment2. Have a strategy3. Listen4. Be transparent5. Give (a lot)6. Relinquish control7. Be personal8. Critisism is positive9. Ask for help10. Measure results
Remember …
The 10 rules of social media
Want to know more …
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