This document outlines an agenda for a social media workshop. The workshop aims to give attendees a greater understanding of social media and teach skills for managing Facebook and Twitter. Additional objectives include enabling digital storytelling and devising social media strategies. The workshop will cover popular social media sites, the social media landscape in Ireland, new rules of marketing and PR, writing for social media, and how organizations use social media. It will also provide tips and examples for Facebook marketing, features, and engaging content.
2. Course Objectives
Giving you a greater understanding of social media
Teaching you skills to manage Facebook and Twitter
Enabling you in digital story‐telling
Understanding “Content is King”
Devising a social media strategy for your organisation
5. The New Rules of Marketing & PR
Before the web came along there were only two ways to get
noticed:
1. Buy expensive advertising
2. Beg the media to tell your story
Now we have better options!
Simply: publishing interesting content on the web that your
buyers want to consume.
It’s all about developing relationships, having a twoway
conversation and engaging with an audience relevant to
you, your business or your organisation.
9. Facebook is the no 1 Social Network in the world
with 1 billion users!
-You can hook up with friends/family
- Share news and information
- Instant Message
- Upload and share photos
- Invite people to events / parties
- Find offers and information about local/global businesses
18. You can skip this step for the moment and in
the future you have the option to create a
Facebook advertising campaign.
19. You now have an admin panel. From
her you can see all interactions with
your page. You can see any
notifications, messages, new likes and
insights about your activity.
21. Here you can create a ‘Status,’
upload photos and videos and
create events and milestones
22. To edit your page Click ‘Edit Page’ at the top. Here
you can change all your settings. Add
administrators who can also edit the page, create
posts and upload information. You can change
your Avatar (Profile Picture.) And have access to
apps, insights and features to your page.
23. To build your Facebook audience you can
begin by inviting email contacts, inviting your
personal friends to ‘Like’ the page, to share the
page onto your personal page and to create an
advert to promote your organisation.
24.
25. Facebook Tips
ProLiles are for people
Pages are for business
Select a permanent name and category
You can only change business page name if under 100 LIKES
Use the ‘info’ tab for company details
Customise your url e.g. facebook.com/mediabox
Promote your page ‐ fresh and rich content ‐ exclusive
news, photos, video, links, sharing, interactions.
Measure engagement with insights ‐ comments, LIKES,
posts
Add FBML (facebook mark‐up language) ‐ you need a
developer to customise tabs
Groups ‐ max messaging to 5,000 people
Choose your Landing Page ‐ wall, info, events, promotion
Cross promote content on other platforms
27. Personal ProLile V Business Page
•The Rules: It’s against Facebook terms to use a proaile for a
business.
(Ref: Paddy Power & Recruitment Ireland case studies)
• SEO: Fan pages are indexed by search engines. Proailes are not.
• Build your Following: Fan Pages can have an unlimited number
of fans. Proailes are ltd. Personal proailes max is 5,000.
• Multiple Brand Platforms: You can have multiple fan pages, but
only one personal proaile.
•Features: More features for business on a business page
* Good news: you can now change your personal page to a
business page (but it is a permanent action!)
28. Changing a Personal ProLile to a Business Page
How do I know if I have a Personal ProLile or
a Business Page?
‐ simply, you can send and accept “friend requests”;
business pages only have “Likes”
29. Secrets of Facebook Posting
• Find your rhythm ‐ how often to post and what to say ‐ it must
realect your business product or service
• Find your authentic voice ‐ be human, be real, be conversational.
Share videos of your company, photos of you, staff or product,
clients
• Set Aside Time Make facebook part of your marketing strategy
and set aside time daily ‐ to check for notiaications, comments, likes
& to post ‐ time is relative to each individual business or
organisation but 5‐20 minutes daily is a good rule of thumb
• Share News & Exclusive Content ‐ now give your followers a
reason to LIKE your page and to keep them engaged
• Encourage Fan Participation ‐ fun and engaging calls to action
which encourage participation e.g. ask questions, ask for opinions,
share posts that you love. Allow fans to post directly to your wall
with questions, feedback and compliments.
30. Secrets of Facebook Posting
• Reward your Fans post special offers just for your
facebook fans e.g. discount codes & exclusives on new
products. Or use a “____ “ that can only be redeemed in
your store.
• Market your Facebook Page ‐ promote your facebook
page on your website (plug‐ins and logo), ezine,
newsletter, press ads, radio ads, point of sale material,
email signature, business cards, brochures, menus etc.
• Landing Page ‐ this encourages visitors to Like your
page. You need a developer/designer to do this.
• Partnerships ‐ Partner with other brands or local
organisations to create co‐promotions and encourage
viral sharing with incentives
31. Secrets of Facebook Posting
• Expand the Reach of Your Posts ‐ When you mention a
person or organization you are connected to in a post on
Facebook, type the @ symbol, begin typing the name,
and then choose them from the dropdown menu. Your
post will automatically post to their Wall.
• Use PlugIns on your Website ‐ Install a Like box on
your homepage and a link on your newsletters and
emails to drive people to your Facebook Page.
36. Facebook Features for Business
Avatar this is your proaile picture
http://www.facebook.com/mediabox
Customised Tabs ‐ tabs to suit your business
Include FBML to code your own tabs
Need some developer help here
Example: http://www.facebook.com/FotaIslandResort?sk=app_4949752878
Competitions / Promotions ‐ offers, giveaways
Review the new rules in your handbook
Example: http://www.facebook.com/JellyBeanFactory?sk=app_95936962634
CheckIn ‐ people can tag themselves at your business
With Facebook Places
Polls ‐ start a poll and get feedback on a product/issue
Example: http://www.facebook.com/maltesersireland?sk=app_20678178440
39. Facebook Promotion Guidelines
http://www.facebook.com/promotions_guidelines.php
Promotions on Facebook must be administered within Apps on Facebook.com, either on a Canvas
Page or an app on a Page Tab.
Promotions on Facebook must include the following:
a. A complete release of Facebook by each entrant or participant.
b. Acknowledgment that the promotion is in no way sponsored, endorsed or administered by, or
associated with, Facebook.
c. Disclosure that the participant is providing information to [disclose recipient(s) of
information] and not to Facebook.
You must not use Facebook features or functionality as a promotion’s registration or entry
mechanism. For example, the act of liking a Page or checking in to a Place cannot automatically
register or enter a promotion participant.
You must not condition registration or entry upon the user taking any action using any Facebook
features or functionality other than liking a Page, checking in to a Place, or connecting to your app.
For example, you must not condition registration or entry upon the user liking a Wall post, or
commenting or uploading a photo on a Wall.
You must not use Facebook features or functionality, such as the Like button, as a voting
mechanism for a promotion.
44. Twitter Marketing
Twitter is a website, owned and operated by Twitter Inc., which
offers a social networking and microblogging service, enabling
its users to send and read other users' messages called tweets.
Tweets are text-based posts of up to 140 characters displayed on
the user's profile page. Tweets are publicly visible by default,
however senders can restrict message delivery to their friends
list. Users may subscribe to other users' tweets—this is known as
following and subscribers are known as followers.
- Wikipedia
45. How to Set up a Twitter Page
• Go to: www. twitter.com/signup
• Fill in necessary details
• Add a profile picture (avatar)
• Populate your page and start following friends/businesses
46. Why Twitter for Business?
• Reach and interact with like-minded businesses and a
wider
online audience
• Deepen your customer relationships
• Attract new customers
• Forge relationships with other businesses engaging in
online
communications
• Encourage Word of Mouth marketing for your business
• Improve customer services (e.g. Eircom, UPC)
63. LinkedIn is a businessoriented social networking site.
Founded in December 2002 and launched in May 2003, it is
mainly used for professional networking. As of 2 November
2010 (2010 1102), LinkedIn had more than 80 million
registered users, spanning more than 200 countries and
territories worldwide.
Wikipedia
64. How to Set up a LinkedIn Page
• Go to: www.linkedin.com/reg/join?trk=hb_join
• Fill in necessary details
• Add a profile picture (avatar)
• Populate your page and add connections
65. Why LinkedIn for Business
• Manage the your public professional profile
• Reach potential clients, service providers and subject
experts
• Create and collaborate on projects, gather and share
data
• Be found for business opportunities and find potential
partners
• Gain new insights from discussions with like-minded
businesses
• Discover inside connections that can help land jobs &
close deals
• Post and distribute job listings to find the best talent for
your company
70. Business Blogging
What is it?
"A blog is a web page made up of usually short,
frequently updated posts that are arranged
chronologicallylike a what's new page or a
journal."
The term is actually weblogs coined by Jorn Barger in 1997.
A blog is a type of website or part of a
website. Blogs are usually maintained by an
individual with regular entries of
commentary, descriptions of events, or
other material such as graphics or video.-
Wikipedia
80. Set up a You Tube Account
• Go to: www.youtube.com/create_account
• Fill in necessary details
• Add a profile picture (avatar)
• Setup a channel and start uploading content
86. The Return on Investment (ROI)
Set Goals: e.g.I want to increase awareness of my company by driving
brand reputation; I want to secure x no. of attendees to my event via
social media)
Implement: Decide on a timeframe for the campaign? Be realistic. Decide
on the communication channels; have a different conversation on each;
be visual; have a voice; have exceptional and engaging content.
Measure: Are people listening? What are they saying? What are the
number of enquiries? Any sales? Is the phone ringing more than before?
Is there better WOM? What has happened to your brand reputation?
Evaluate: Were your goals met? If not, what can you say is different now
than before?
87. ROI Should Deliver
• Search Engine Results and Visibility
• Website Traffic and Time on Site
• Creating a Community of Brand Ambassadors
• Customer Service & Loyalty
• Sales and Word of Mouth Referrals
• Increased Productivity
• Reduced Overheads
• Product/Brand Awareness
• Reputation Management
• New Strategic Alliances
• Research & Consumer Insights
• Innovation & New Product Development
• Global Reach
88. Social Media Monitoring Tools
• Blogs ⇒ Google Alerts, Yahoo Alerts
• Comments ⇒ Backtype
• Message Boards ⇒ Board Reader, BoardTracker
• Twitter ⇒ TweetBeep, TwitterSearch
• Social Bookmarking ⇒ StumbleUpon, Digg, Reddit,
Delicious
• Social Media Search Engine ⇒ SocialMention, Serph,
Keotag
• Multi-Media Search ⇒ You Tube, Flickr
• Website Traffic ⇒ Google Analytics, Quantcast, Alexa,
Compete
• Blog Traffic & Backlinks ⇒ Technorati, BlogPulse
• Overview ⇒ Google Alerts, Google Trends, NetVibes
90. Handling Feedback Tips
1. Deaine the feedback ‐ well thought out, rushed, fair commentary or
emotional rant
2. Deaine where the comments are coming from ‐ bad customer
service, irate client, unhappy supplier etc
3. If genuine and posted in a professional manner ‐ respond
immediately
4. If aggressive, emotional, negative, irrational ‐ leave it alone ‐
maybe just ‐ “thank you for your post/comment
5. Remember your followers see this so mind your Ps&Qs ‐ stay en
message
6. Don’t get personal
7. A strategy of silence is not recommended
91. Social Media Use Policy
Ask yourself the following questions
• Who is responsible in‐house?
• What is the objectives of social media for your
business/organisation?
• Will staff online reputation affect your
business?
• Do you need to discuss online brand
reputation generally?
• Client confidentiality
92. Examples of Social Media
Policies
BBC Personal Use of Social Networking Sites
http://snipurl.com/bbcguidelines
Ogilvy Blogger Outreach Policy
http://snipurl.com/ogilvybloggeroutreach
Oracle Social Media Participation Policy
http://snipurl.com/suncommunityguidelines
Coca Cola Social Media Policy
http://snipurl.com/cocacolasocial
Additional Resources
http://snipurl.com/socialmediapolicies
93. Generating
Content/Campaigns
Thought Leadership…
• Content Calendar
• eBooks
• Email Newsletters
• Podcasts
• Webinars
• Vodcasts
• White Paper
• Surveys & Reports
• Blogs Posts