Social media strategies for business v210114
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“Is it time your business moves to social media? Learn how to put a strategy around your social media presence: • Common approaches to social media • Defining goals and objectives • How to measure your impact • Social media best practices
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Social media strategies for business v210114
- 1. Salisbury / Modbury Social Media Strategy Allison Miller, Vanguard Visions Consulting
- 2. You’ll find these slides at: slideshare.net/vanguardvisions
- 3. Session Overview • Why use social media in business? • Which social media sites are you using for your business? • Social media sites / Examples
- 4. Why use social media in business?
- 6. Social media Build Customers Connect with others Social Media Listen to what people are saying Raise awareness
- 7. Which social media sites are you using for your business?
- 8. Australian Social Media Stats* • Facebook – over 12,000,000 users • YouTube – 12,200,000 users • LinkedIn – 2,900,000 users • Twitter - 2,500,000 users • Pinterest – 450,000 • Google Plus –70,000 users * December 2013 Data source: http://www.socialmedianews.com.au
- 9. Facebook – aka ‘the Pub’ • Connect with friends or seek feedback from customers • 3 short posts/week – useful and relevant content, news and events about your business • Answer questions on status updates and in Groups • Post: Early morning, during lunch, after work, before dinner and before bed • Paid ‘posts’ and ‘pages’ • Competitions for “Likes” Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
- 10. LinkedIn – aka ‘the Office’ • Business Networking (Key decision makers), Recruitment • Share ‘thought leader’ posts, industry / topic news, how-tos • Offer advice / information in industry / topic groups • Company page • Post: Before / After business hours Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
- 11. Twitter – aka ‘SMS / Chat’ • Short posts (best < 100 characters) • Witty comments / quotes, industry news, promos, tips & tricks • Photos / Video • Paid ‘tweets’ and ‘profiles’ • #hashtags & trending • Strong WIFM call to actions – click, interact, buy • Post: between 11 am-3 pm Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
- 12. YouTube – aka ‘Moving pictures’ • Strong message, Show don’t tell • Tutorials, stories, debunk myths, Pros/Cons, action, tips / tricks, how-tos, • Business YouTube Channel • No longer than 3 mins • Professional vs Crappy • Paid targeted promotions • 3-5 / month • Busiest 2-8 pm Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
- 13. Instagram/Pinterest – aka ‘Visual’ Instagram • • • • • • Inspirational images Sneak peeks, behind the scenes, product demos Include questions / #hashtags Ask customers to post with unique #hashtags 1-2 / day Post: after 8 pm weekdays & 5 pm on weekends Pinterest • Curate images around key themes: people, animals, houses, clothes, shoes, craft, cars, tools • Repin your images • 1 pin per day • Saturday mornings; Weekdays: 2-4 pm & 8 pm to 1 am Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
- 14. Building a social media strategy?
- 16. Building a strategy S M A R T Specific Measurable Attainable Relevant Timely • What do you want to achieve specifically? “Have more people visit our website through social media…”
- 17. Building a strategy S M A R T Specific Measurable Attainable Relevant Timely • How will you measure your goals? “Have more people visit our websites through social media by 10%” • Measured through Google Analytics
- 18. Building a strategy S M A R T Specific Measurable Attainable Relevant Timely • Is your goal achievable? • Do you have the necessary resources? • Do you have the necessary skills? “Do I know how Google Analytics work? Do I know social media?”
- 19. Building a strategy S M A R T Specific Measurable Attainable Relevant Timely • Is this meaningful for your organisation? “Why do I want more visitors to my website?” “What will they do when they visit my website?”
- 20. Building a strategy S M A R T Specific Measurable Attainable Relevant Timely • Is the goal time-bound? • Is there a due date? “Have more people visit our websites through social media by 10% by the end of June”
- 21. Activity: Set your goal Image: http://farm5.staticflickr.com/4083/4843576916_75c594ba06_b.jpg
- 22. What should I share? Customers Your original content Interactions Other people's content
- 23. What should I share? • Content you create Customers Interactions Your original content Other people's content • • • • • • • • Blogs News Videos Photos Infographics Links Reports / Papers Checklists
- 24. What should I share? • Content other people create related to your cause Customers Interactions Your original content Other people's content • • • • • Articles Events Government policy Reports / Papers Infographics
- 25. What should I share? • Facebook Customers Interactions Your original content Other people's content • Posting as your organisation on others’ timeline • Replying to comments/posts • ‘Likes’ • Twitter • • • • ReTweets Talk to others (mentions) Reply to mentions ‘Favourites’
- 26. What should I share? Customers Interactions Your original content Other people's content • Ask questions • Involve your customers in your content • Facebook • Off-topic posts/memes • Twitter • Get involved in industry hashtags (e.g. #digitalcapability, #openeducation)
- 27. How can I measure if it is all worth it?
- 28. Volume Images from TweetReach Blog – 2 April 2012 http://blog.tweetreach.com/2012/04/5-essential-easy-social-media-metrics-you-should-be-measuring-right-now/
- 29. Reach Images from TweetReach Blog – 2 April 2012 http://blog.tweetreach.com/2012/04/5-essential-easy-social-media-metrics-you-should-be-measuring-right-now/
- 30. Engagement Images from TweetReach Blog – 2 April 2012 http://blog.tweetreach.com/2012/04/5-essential-easy-social-media-metrics-you-should-be-measuring-right-now/
- 31. Influence Images from TweetReach Blog – 2 April 2012 http://blog.tweetreach.com/2012/04/5-essential-easy-social-media-metrics-you-should-be-measuring-right-now/
- 32. Share of Voice Images from TweetReach Blog – 2 April 2012 http://blog.tweetreach.com/2012/04/5-essential-easy-social-media-metrics-you-should-be-measuring-right-now/
- 37. website analytics / Facebook insights Image: http://www.jisc.ac.uk/sites/default/files/analytics.png
- 39. What should you do when people interact on your social media sites? Up/Cross - Sell Special Offer Case Manage
- 40. What are you going to do about getting started?
- 42. How do you manage it all?
- 44. The do’s and don'ts of social media Do lots of this • Discover where your community is • Use each platform differently • Focus on your cause • Measure the impact social media is having • Share a mix of content Stay away from this • Feeling the need to be everywhere • Cross-post across all you social media channels • Focus on fundraising • Move forward without a strategy • Just talking about yourself
- 45. What will you will you do next?
- 47. Want to know more? More info: digitalcapability.com.au Register for eUpdates: bit.ly/digitalcapability Follow on: Twitter - twitter.com/digitalcapabili Facebook - facebook.com/digitalcapability LinkedIn - bit.ly/DCLinkedIN Google+ - bit.ly/DCGoogleplus Pinterest - pinterest.com/vanguardvisions
- 48. Allison Miller 0400 732 270 allison@vanguardvisions.com.au vanguardvisionsconsulting.com.au vanguardvisionsconsulting.com.au
Notas do Editor
- Introduce yourself– Elearningebusiness eportfolio consultancyWork with prominent business development programs/leaders like the City of Salisbury and City of Onkaparinga, as well as universities, VET providers and schoolsE-business Workshops / Webinars for national organisations such as ACPET, VELG Training, TDC, Wendy Perry & AssociatesEncourage questions / discussion
- So which social media sites are you currently using an why?
- So why use social media?
- Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
- So whichsocial media sites are you using for your business?
- Facebook – aka ‘The Pub’Connect with friends or Seek feedback from customers3 short posts per week – relevant news and events about your businessAnswer questions in on status updates and in GroupsPaid ‘posts’ and ‘pages’Competitions for “Likes”Early morning, during lunch, after work, before dinner and before bedLinkedIn – aka ‘The OfficeTwitterSource: Smarter Business Ideas – Spring 2014
- Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
- Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
- Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
- Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
- Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
- So which social media sites are you currently using an why?
- Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
- Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
- Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
- Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
- Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
- Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
- Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slidesWrite a sentence or two about what you hope social media will do for your business?Share these as a group
- Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
- Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
- Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
- Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
- Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
- Size of the conversation – number of people talking about your brand – Facebook Insights
- Spread of your content – measures the size of your potential audienceUse your ‘reach’ as your denominator
- How are people engaging in conversation about your brandWhat are you doing to spread your content and engage your audience?“Shared, Replied to, Retweets, Comments, Likes,”What is important to your brand right now?Pay attention to what messages are getting the most attention – build on themRTs / Reach = % engagement
- Encouraging people to actually do something – comment, share, buy, participateKinetic influence - who is participating and what is their influence?Brand Advocacy (Think Apple, Harley Davidson)
- Compare how your business’s conversations compare against other businessesLearn from your competitors’ successes
- Acknowledgement – this slide has been adapted from Ben Teoh’s Digital Enterprise “Social Media for NFP” workshop slides
- What will you do next?
- Ask participants to complete the online workshop evaluation