Superfast Business Social Media, Langport, 18 March

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Welcome

Nina GoodwinCosmic

@Cosmic_UK

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Business advice and specialist support to help growth businesses

maximise the opportunities of Superfast Broadband and associated

technologies.

Benefits for businesses can include:

Competitive advantage

Increased productivity

Access to new markets

Remote working

Opportunity for innovation

Efficiency and timesaving

Eligibility criteria apply to businesses accessing the service.

Superfast Business Support

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Superfast Business


Need any other support?

• UKTI

• Digital Marketplace

• Growth Accelerator

• Get up to speed

• Rural Growth Network


Agenda

• The changing marketing world;

• Social Media for Business; Which

Platform? Social Media Strategy;

Listening, Sharing and Content

• Using Social Media to learn;

• How successful are you on Social Media?

• Top Social Media tips for business.

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1.Internet minute

Advertising

TV

Mail shots

PR

Radio

Print

Old world marketing

PR

Search

TV

Mobile

Social media

Radio

Print

affiliate

Webinars

PPC

Email

Rapid

FragmentedTwo way

Website

New world marketing


What else has changed?

Customers…

• Have higher expectations;

• Mobilisation in real time commentary;

• They talk to each other onsocial media;


The world has changed

• Instantaneous response

• Accessibility

• Transparency

• Accountability


People change

• Gen X

• Gen Y

• Gen Z• Baby Boomers

• Millennials

• Digital Natives


Social media for business



Average age of Facebook user in UK?

Average age of Twitter user in UK?

% of pensionable age UK residents on

Facebook


Did you know?

• Twitter’s fastest-growing age group? • 79% increase since 2012

• Facebook’s fastest-growing age

group? • 51% increase since 2012


Social Media for your business

1. Listen

2. Share

3. Content creation

4. Broadcast with style

5. Using social media to learn

6. Measure success

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


Listen


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


Hashtag Ideas

• Sector specific

• #windpower

• #climatechange

• Geographic specific

• #gloucestershire

• #bristol

• Campaign specific

• #greenenergy

• Media specific

• #journorequest

• #prrequest


Listen – Tweetdeck/Hootsuite


Google Alerts


• Listen for sales opportunities

• What’s the best way to…?

• How do I …?


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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Create content

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

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Content?

• Facts & figures = Infographics

• Showcase your staff

• Showcase businesses you work with

• Photos and video

• Blog posts


• Become a storyteller

• Re-use many times

Content



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Use of visual in social media

Visual media is really important

Facebook

Pinterest

Twitter (shows under Tweet)

Flickr


Become a storyteller

Make it visual, engaging, emotional

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Video please

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• What content?

• Video – for sales & marketing

• Product descriptions, visualisations• Expert analysis, talks• Case studies, testimonials

Becoming significant in Search Results

Pre sales – researchPost sales - support

Look to use more video


Customer support

Creating video content for customer retention:

Sony Xperia have created a YouTube channel of all their support and advice guides.


Pinterest

• 75million users;

• 2/3rds of holiday destination choices

from the female of the house

And

• 70% of Pinterest users are female!




• Destination specific boards

– Things to do in…

– Kids days out in….

– Luxury days out in….

– Girls breaks in …..


• Take advantage of your existing audience. By cross-promoting your profile over Facebook, Twitter and email.

• Drive traffic with specific keywords. Make sure you have a memorable user name and keyword phrases in boards and pin descriptions

• Create sharable content. To drive traffic to your site, make sure the content from your domain is pinnable. By simply using high-quality images with the pin it button, you make it easy for users to spread the word about your area.

• Create destination boards and dream boards and ideas boards


• 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….


Easy content planning

Content planning6 week content plannerw/c ---------

--- 1 2 3 4

Planned

events/seas

onal fixtures

Video

Photos

Blog

Facebook

Twitter

Pinterest



• 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!


Using social media to learn


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.”



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

• Subscribe to blogs (using Feedly)


YouTube

• Harvard Business School

• Khan Academy

• Any learning…

• YouTube Edu

Most Universities YouTube channels

Podcasts

iTunes – Leadership…

Don’t forget learning from Facebook and Twitter

Follow influencers, peers, phrases of value


Analyse your success


8 KPIs for social media

1.Number of Fans and Followers Basic but important – how many followers, new followers and equally important unfollows

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.


Likes


Where Page Likes come from


Likes Comments and Shares


Post detail


Demographics


Twitonomy


Hootsuite


How much Klout do you have?


Other tools to help

• www.klout.com – Measures your influence online

• www.twittercounter.com/twitology - Gives you statistics on twitter accounts

• www.flitter.com – allows you to manage multiple twitter accounts, grow your business through twitter, use twitter analytics and has a wide range of scheduling tools for posts.

• www.facebook.com/insights - lets you measure the activity of your facebookaccounts

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Web visits

Measure

• Who’s coming to your site, demographics

• How they got there• What they did on your

site


Sprout Social - analytics


Top social media tips for business

1. Listen to peers, staff, competitors;

2. Learn – use blogs, YouTube and LinkedIn to learn;

3. Create content, visual, compelling stories

4. Choose your expert areas and dominate using Blogging

5. Hootsuite – manage content, filter

6. Create a crisis plan ready for the crisis, respond quickly

7. Benchmark yourself against your peers


Questions?

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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

Find out more

http://www.facebook.com/superfastbiz

mailto:[email protected]

Superfast Business Social Media, Langport, 18 March

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