Social Media for BusinessAn introductory workshop
SUIP January 26 2011
Workshop
• What is social media?• How are businesses using social media?• Who do you want to target?• Where are your customers?
Who are we?
• Maurice Smith – owner / manager of TVI, former journalist in newspaper and broadcasting sectors. Business strategist and content provider – text, audio, video
• Dougal Perman – owner / manager of Inner Ear, internet entrepreneur. Social media planner and content provider.
Posting: What ? Where ? How ?
• What to post• Where to post it• How to syndicate posts• When to post (and how often)• How to measure effectiveness• Who should post?• Social sales strategy
What is social media?
• Social media: http://en.wikipedia.org/wiki/Social_media• Evolved from Web 2.0• Three core elements of Web 2.0
o RSSo Tagso Widgetso http://www.innerear.co.uk/glossary/
• Objectiveso Raise brand awarenesso Reach customerso Promote products and services
• Information inspires communicationo http://jasonoke.wordpress.com/2008/06/12/
the_purpose_of_information/
How are businesses using social media?• Dell
o Twitter - customer service, promoo Facebook - Social media for small business online tool
service provision• CC&T
o Facebook - active participation• TATE
o Twitter - contestso Flickr - images
• Inksterso Twitter - different strandso YouTube - introductions
Who do you want to target?
• How well do you know your customer?• Exercise: group profiling
o Ask three participants to describe their customero All of us will define the demographico Ageo Sexo Locationo Professiono Affluenceo Interestso Etc.
Where are your customers(and what are they talking about)?
• Who is on which network?o Facebooko LinkedIno Twittero Other networks?
• How can you listen to what people are saying?o Google alertso Twitter searcho Facebook searcho Brand mentiono Social mention
What should you post?
• You need to know your subject intimately• Be comfortable chatting about it• Exercise: 60 headlines
o In ten minutes, write down as many headlines as you can about your subject (you want at least 60)
o Headlines can be: Individual tweets Titles of blog posts References to videos or podcasts Links to interactive elements (polls, games, etc.)
• Types of post: audio, video, text, image and interactive• Create (author) and Curate (aggregate)
Where to post it
• Which services should you use, and why?• Tools
o Google Docso Doodleo Posterous
• Platformso YouTubeo Audiobooo Flickr
• Networkso Facebooko LinkedIno Twitter
How to syndicate posts
• When should you syndicate content?o When should you post manually?
• Where should you syndicate content?o Which platforms and networks are most appropriate?
• Which tools should you use?o Twitterfeed, Hootsuite, Seesmic, Ping.fm, Posterous
• Post blogs on a variety of knowledge resourceso Google Knol, HubPages, Wikipedia...
• Syndicate video automaticallyo TubeMogul
When to post
• How do you find the time? • What tools can help?
o Google Calendaro Posterouso Twitter, LinkedIn and Facebooko TweetDeck and/or CoTweet
• Types of posto Tips, headlines and quotes
• Frequency of postingo 3—10 per dayo Prepared in advance and scheduled
• Homework: devise your own posting schedule
How to measure effectiveness
• Setup statistics serviceso Google Analyticso Bit.lyo URL Buildero Howsociableo Tweetreacho Alexao Feedburner
• How to read, and use, the datao For yourselfo When reporting to clients
Who should post?
• Share the responsibility• Make sure everyone who posts is in the know
o Make them do the 60 headlines exercise• Ask the team to collate content
o Author and aggregate• Manage team tweeting
o Using which account?o Lists and aggregated feedso CoTweet or TweetDeck?
• Guest bloggingo Sharing contento Commenting and linking
Social Sales Strategy
• Don't sell through social media• Use social media to introduce you/company/brand• Post content to drive people to your blog• Hold conversations through social media• Share information and debate issues on your blog• Be strategic about content placement online• Use your blog to funnel traffic to your site• Sell from your site
Further references
Dougal Perman
• www.innerear.co.uk• [email protected]
Maurice Smith
• www.tvi-media.com• [email protected]
