Choosing Social Media Channels by Natalie Taylor digpen V session 29th September 2012

1. Social Media
Focus & Engage

2. Damned if I do …
Pros Cons
• Customer engagement • Time
• Knowledge sharing • Lack of staff
• Sector authority • Lack of understanding
• Search Engine rank • Lack of interest
• Growth & reach • Negative feedback

3. Which route?
• What is your product or service?
• Who are your audience?
• Where are your audience?
• What are you aiming to achieve?
• What resources do you have available
> time and people?

4. Focus & Engagement
• Don’t get bogged down in strategy or you will end
up doing nothing
• Pick 2-3 relevant & targetted social media
platforms
• Draw up a rough calendar noting planned themes,
promotions and events
• Link your social media accounts
• Quality over quantity
• Get posting & keep posting

6. The Linked Effect
• 10 million users in the UK
• 55% male; 45% female
• Excellent B2B tool
• Business network
• Company page > services and products
• Professional recommendations
• Ad targetting by location, gender, age, job title

7. Why tweet?
• 10 million users in the UK
• Short, sharp, instant messages
• Easy to update remotely
• Works for B2B and B2C marketing
• Charity, politics, technology, entertainment &
food
• Provides information & inspiration

8. Why tweet?
• Keep up to date with industry news … FAST!
• Keep in touch with your local community -
support and be supported by local businesses
• Perfect for crowdsourcing, e.g. new products,
customer feedback, etc.
• Locate brand champions and or potential
‘issues’ using tools like Backtweets.com
• Share your knowledge and build relationships

9. Why tweet?

10. The F Word
• 41 million users in the UK - 800m+ worldwide
• 63% female; 37% male audience
• A truly social space: engaged consumers avg
405 minutes per month
• Brands that are ‘fun’, e.g. fashion, food,
nostalgia, music, film
• People either like a brand because they are a
customer (58%) or want offers (57%)

11. The F Word
• Optimise your Facebook page
• Cover photo & profile image
• Add basic apps - videos, events; custom tabs -
html sign up page, shop
• Let potential fans know what they will get when
they ‘Like’ you
• Run exclusive competitions, promotions and
events

12. The F Word

13. Google+
 Why?
•170 million users
•High ranking search results
•64% male; 36% female audience
 Why not?
•30% of those who make a public post never make a
second one
•Users typically wait 15 days before making their first
and second posts
•3 minutes per month spent on average

14. The Pretty Things
• It’s all about the pictures …
• Pinterest
• 68% female; 32% male
• Only 0.7% of time is spent on commenting
• 637% ‘Pin this’ growth worldwide since Feb
• Home decor, food, design, arts & crafts, fashion
• Allows contribution from others - community boards

15. The Pretty Things
• It’s all about the pictures …
• Instagram
• Launched October 2010 > 80 million users
• Now owned by Facebook
• 52% female; 48% male
• Mobile only
• Geotagging for local marketing
• Photography, fashion, design, food
• 5 million photos uploaded worldwide every day!

16. Integration
 Integrate your accounts wherever possible and
allow for easy distribution of posts
• Twitter updates in LinkedIn
• Facebook to Twitter auto-posting
• Instagram posts to Twitter and Facebook
• Pinterest share on Twitter and Facebook
• Place Pin/Share/Tweet buttons on your site

17. Audience Guide
§ Gender
• Men: Google+ and Twitter
• Women: Facebook and Pinterest
§ Business Model
• B2B: LinkedIn, Twitter, Google+
• B2C: Facebook, Twitter, Pinterest, Instagram
§ Sectors
• Fashion, home décor, arts & crafts, photography &
food: Facebook, Pinterest, Instagram
• Charity, public sector: Facebook, Twitter
• Manufacturing, Education, Finance: LinkedIn & Twitter

18. Helpful Blogs
• http://blog.hubspot.com/blog/tabid/6307/bid/29836/How-to-Optimize-Your-
LinkedIn-Company-Page-in-15-Minutes.aspx
• http://www.guardian.co.uk/media-network/media-academy-
blog/2012/sep/18/linkedin-business-goals?
• http://blog.hubspot.com/blog/tabid/6307/bid/26330/How-to-Create-
Custom-Tabs-for-Facebook-Business-Pages.aspx
• http://econsultancy.com/uk/blog/10573-10-tips-for-b2b-twitter-success
• http://econsultancy.com/uk/blog/10300-pinterest-nine-best-practice-tips-for-
brands
• http://econsultancy.com/uk/blog/9357-five-brands-that-are-using-google-
effectively-3
• http://econsultancy.com/uk/blog/10584-nine-brands-making-great-use-of-
instagram-and-one-that-isn-t

19. Natalie Taylor
@natataylor
natalie@bilbymarketing.co.uk