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Social Media Workshop
With James Scanlan and Collette Easton
Agenda
Quiz
Social Media Outlets
Interesting Statistics
LinkedIn
Facebook
Twitter
What is a Social Media Strategy
Using Social Media to generate enquiries
Social Media for SEO
Social Media Policy
Hints & Tips
Quiz
What is social Media?
Name 5 Social Media networks
How many registered users has LinkedIn?
According to Internet Advertising Bureau， what is the gender split of LinkedIn?
According to Sage， how many accountancy practices were using Social Media during 2009?
Quiz
According to the Internet Advertising Bureau， which is the biggest age group of Facebook?
0-12
13-18
18-29
29-34
35-44
45-54
55+
According to Internet Advertising Bureau， what is the gender split of Facebook?
How many characters can be tweeted?
On average， how many tweets are broadcast daily?
Name 3 business benefits to be gained from Social Media
Social Media is…
According to Wikipedia:
Social media is media designed to be disseminated through social interaction， using highly accessible and scalable publishing techniques. Social media uses web-based technologies to turn communication into interactive dialogues
This means
Humans sharing their thoughts and opinions using
Technology that is readily available， easy to use and free
Passing those opinions and thoughts to their network
People gain information， education & news etc. by electronic and print media. Social media are distinct from industrial & traditional media such as newspapers， TV & film. These networks are inexpensive (often free) to use and are accessible to enable anyone to publish or access information therein.
Social Media is…
A powerful marketing tool which could spur your business growth
Natural – social media can expose your business to a large group on individuals， without having to pay for visibility. Most outlets are free and harnessed properly will generate potential leads
Defensible – These channels easily add other ways to increase your traffic， and even could control it through effective planning
No Cost/High ROI – most outlets are free to use and if you are planning to handle the campaign in house then the opportunity is to create leads without any expense
Complement other marketing efforts – An effective approach that will not create conflict， only support to other marketing efforts
Benefits of Social Media: What’s in it for my Practice?
Early Adopters
January 2010: Sage surveyed 2000 small and medium sized firms and found 8 out of 10 firms are missing sales a client engagement opportunities by not using Facebook， Twitter or LinkedIn for any aspect of their operations.
Social media provides a new way for small businesses to ‘listen in’ to online conversations and gauge people’s perceptions， engage and educate existing or prospective customers and build an official online brand presence.
Mobile applications also offer competitive advantage by providing business owners and employees with critical customer information and productivity tools anytime， anywhere.
The research also highlighted that the small businesses that do engage on social networks chose Facebook (32%) as their desired platform over LinkedIn (28%) and Twitter (19%). This suggests that small businesses see Facebook as the best way to connect with their customers.
Interesting Statistics E-Consultancy Social Media Statistics Compendium published in July 2010
Visits to News and Media from Googlenews and Facebook
The Importance of User Generated Reviews
Marketing your Practice
The power of Business Blogs
Marketing your Practice
Social Media Outlets
The Corporate Blog
Creating Networks
LinkedIn
LinkedIn is a business oriented social networking site. Launched
in May 2003， it is used for professional networking， spanning
more than 200 countries worldwide.
Connect to colleagues past and present
Discover inside connections
Full of industry experts willing to share advice
LinkedIn Profiles
LinkedIn Answers
Facebook
Facebook is a social network service and website launched in
February 2004 that is operated and privately owned by
Facebook， Inc.
As of July 2010 Facebook has more than 500 million active users
Facebook is US 3rd largest company after Google and Amazon， worth $41B
In March 2010， more people visited Facebook than Google
Facebook
Facebook Pages
Public profile that enables you to share your business with facebook users
Creates a presence that looks and feels like user profiles to connect with customers
Facebook
Facebook Groups
Not as feature rich as facebook pages
Increasing onus on facebook pages for use by brands
Facebook
Facebook ‘like’
Allows other websites to embed a facebook ‘like’ button on their pages
Enables users to share stories and content with their network， wherever they happen to be online
Facebook
Targeted Ads
Display ads solely on users meeting demographic profile requested
What is Twitter?
Twitter is a free social networking and
microblogging service that enables its
users to send and read other users’
updates known as tweets.
140-character micro-blog
Free service/Tool
20-million users
Follow people or groups or businesses
For some it’s about daily life…
What you had for lunch
How you slept
What’s going on at work
Random musings
For some it’s about following celebrities…
Getting started…
Create an account
www.twitter.com
Full Name
Username (“handle”)
Password
Email
Bio (160 - characters)
Photo
Find People to Follow…
Search for people you know
Import an email list
Find people with similar interests
Search.Twitter.com
WeFollow
MrTweet
Twellow
Buzzom
Look to see who others follow
Twitter Mobile Applications…
Windows CE Android
ceTwit
iPhone
Tweetdeck
TweetDeck
Tweetie 2
Blackberry
Uber Twitter
Seemic
The Official Twitter App
Andorid
Seemic
Twidroid
HootSuite
Palm Pre
Twee
Tweed
TweetMe
Twitter Etiquette...
Complete your bio and pic
Think twice before tweeting in an altered state
Consider pausing between tweets
Keep small conversations private
Be transparent
Be vague when twittering private social events
Remember everyone can hear you
What’s rude in life is rude in Twitter
Be yourself
Add detail to @replies so people can follow the conversation
Keep within the character limit
Don’t lurk
Leave when you want
Plug moderately
Don’t spam
Social Media Strategy
What is a Social Media Strategy?
In order to develop and launch a strategy (ie building you digital community)， you must:
Benchmark existing activity
Survey your stakeholders
Create a content strategy
Business objectives – have you a marketing plan
Configure or build the tools and processes
Plan and execute cross channel activities to seed awareness and interest
Setup reporting
Using Social Media to generate enquiries
5 Steps to generate enquiries
1. Identify your exact target market
Not every social media outlet is necessary， and would probably be a waste of time
2. Join in the conversations
If you discover a conversation about your expertise then join in! Doesn’t matter if it is a negative conversation – as long as you are honest you should be able to get something out of it
3. Give more and Give all
The amount of communication is important. The more you blog and post content， the more you will attract customers. If your website is geared up to convert traffic into leads then social media will increase you sales
4. Learn the tools effectively
Understanding each of the tools， their purpose and functionality will assist you greatly. If you want to grow presence socially then Facebook is the best， if you want to concentrate on business-focussed questions then LinkedIn is the ideal network
5. Measure the Leads
Using analytics to monitor potential leads on your website is an essential to understanding if your campaign is getting an ROI
Monitoring Social Media
The Importance of Monitoring Online Reputation
Most important factors
to the reputation of a
company.
[Source: Edelman，
January 2009)
Efficiency Tools…
Hoot Suite
Tweetdeck
Social Oomph
Ping.fm
Tweetdeck…
HootSuite…
Analytics...
Monitoring Activity
Social Media for SEO
Social Media for SEO
Social Media policy
Social Media Policy
Hints & Tips
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