Social Media & Online PR Overview
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My presentation slides for my session in Sharm El-Sheikh December 2015
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Social Media & Online PR Overview
- 1. Social Media & Online PR
- 3. History
- 5. Twitter’s defining moment Jānis Krūms - 12:36pm Jan 15th, 2009 - https://twitter.com/jkrums/status/1121915133
- 6. vs. 2010 – ABC/NBC/CBS vs MySpace/Facebook/YouTube Been around for ~60 years 10 million views monthly, collectively Been around for ~6 years 250m unique visitors monthly
- 7. Kevin Smith & SouthwestAir Kevin Smith - 03:52am Feb 14th, 2010 - https://twitter.com/thatkevinsmith/status/9079110598
- 18. The Burger War
- 20. Tourism
- 21. More Fans…
- 27. ++ * *
- 28. Human…
- 29. B2B B2C H2H
- 33. MBC & Al Hayat
- 34. Core Conecpts
- 40. 80 / 20
- 41. SM ROI Not about ROI – it’s ROE: Customer Satisfaction, Retention & Relations
- 46. Responding
- 49. NewsJacking
- 57. McWhopper!? UN Peace One Day 21 September 2015 - http://mcwhopper.com/
- 62. Ezdan Mall Case Study
- 69. Content
- 72. Provide Value • Who are you talking to? • Where are they in social/other spaces/places? • What are they doing? • What do they find interesting/relevant?
- 73. Don’t Copy Ideas, Steal Them! http://webdesign.tutsplus.com/articles/concept-and-inspiration-design-theory-for-web-designers--webdesign-2025
- 74. Don’t Recreate the Wheel
- 75. Hashtags
- 76. #Hashtag Etiquette • #Too #Many #Hashtags
- 77. #Hashtag Etiquette • Unrelated Hashtags
- 78. #Hashtag Etiquette • You #Hashtag Every #Other Word
- 79. #Hashtag Etiquette • Facebook Hashtags
- 80. #Hashtag Etiquette • The #LongHashtag Hashtags
- 81. #Hashtag Etiquette • #Like4Like #TeamFollowBack Hashtags
- 83. Influencers
- 86. Engagement
- 91. Social Media Strategy • Targeting the Right Consumer • With the Right Content • Through the Right Channel • At the Right Time Before / During / After using your product/service
- 93. Platforms Strategy Before During After Announcing Generating Buzz Archiving
- 94. Platforms
- 96. Facebook
- 98. Engagement Rate
- 99. Useful Tips
- 100. Posting Strategy https://blog.bufferapp.com/how-often-post-social-media Post twice per day, at most • Studies conclude that it’s best to post to Facebook 5 to 10 times per week, or 1 to 2 times per weekday.
- 101. Posting Strategy https://www.facebook.com/business/a/page-posting-tips Post consistently • Being consistent in the quality and types of posts you create can help people know what kinds of messages to expect from you and how they tie into your business. • A content calendar can help you plan ahead and make sure posts use a similar message each time. You can: • Schedule posts for when most of your audience is online • Highlight days for major business events or product news • Create targeted messages that tell your story
- 102. Posting Strategy https://www.facebook.com/business/a/page-posting-tips Target your posts • Depending on your goals, you may want to post something that will interest people in specific ages, genders or more. • Here's the easiest way to control who sees a post: • At the top of your Page click Settings, then click Post Targeting and Privacy and check the box • Create a new post on your Page • When done, select the target icon in the bottom left corner and click Add Targeting • Target based on gender, interests, age, location and more. As you refine your targeting, you'll see how many people your post could potentially reach.
- 103. Posting Strategy https://www.facebook.com/business/a/page-posting-tips Keep post images and text fresh • The more recent your posts, the more interesting people will find them. To keep your posts interesting: • Post timely content. For example, if an important holiday has just passed, it’s time to post about the next holiday or event. • Test which posts work best and review their performance. Create different posts with the same objective, but switch the photos and copy. • Respond quickly to comments on your posts to let fans know you're listening to feedback.
- 104. Posting Strategy https://www.facebook.com/business/a/page-posting-tips Boost important posts (ONLY) • The best way to reach people who matter to you when promoting your products or services in your posts is with Boosted Posts. • Simply click Boost at the bottom of an existing or new post that's promotional to: • Increase purchases by taking people to your site with link posts • Reach more people through important posts like new product or service announcements • Find new customers by targeting new audiences
- 106. Roles • Admin Can manage all aspects of the Page including sending messages and posting as the Page, creating ads, seeing which admin created a post or comment, viewing insights and assigning Page roles. • Editor Can edit the Page, send messages and post as the Page, create ads, see which admin created a post or comment, and view insights. • Moderator Can respond to and delete comments on the Page, send messages as the Page, see which admin created a post or comment, create ads, and view insights. • Advertiser Can see which admin created a post or comment, create ads and view insights. • Analyst Can see which admin created a post or comment and view insights.
- 107. Creating a Business Page
- 109. Page Dimensions http://sproutsocial.com/insights/social-media-image-sizes-guide/ Profile Picture • Must be at least 180 x 180 pixels. • Photo will appear on page as 160 x 160 pixels on desktop, 140 x 140 on smartphones, and 50 x 50 on most feature phones. • Profile pictures are located 16 pixels from the left and 176 pixels from the top of your cover photo on desktop. • Profile pictures are located 24 pixels from the left, 24 pixels from the bottom and 196 pixels from the top of your cover photo on smartphones. • Photo thumbnail will appear throughout Facebook at 32 x 32 pixels.
- 110. Page Dimensions http://sproutsocial.com/insights/social-media-image-sizes-guide/ Cover Photo • Appear on page at 851 x 315 pixels. Anything less will be stretched. • Minimum size of 399 x 150 pixels. Displays at 851 x 315 pixels on desktop and 640 x 360 pixels on smartphones. • Doesn’t display on feature phones. • For best results, upload an sRGB JPG file less than 100 KB. • Images with a logo or text may be best as a PNG file.
- 111. Tagged you in a post Mentioned you in a post / Shared your post / Like page Liked your video / photo / post / link Commented on your photo / post / status
- 118. Twitter
- 119. Twitter Before / After Twitter
- 120. The Limits
- 121. Page Dimensions http://sproutsocial.com/insights/social-media-image-sizes-guide/ Profile Photo • Square Image – recommended 400 x 400 pixels. • Maximum file size 2 MB. • JPG, GIF, or PNG.
- 122. Page Dimensions http://sproutsocial.com/insights/social-media-image-sizes-guide/ Header Photo • Recommended 1,500 x 500 pixels. • Maximum file size of 5 MB. • JPG, GIF, or PNG.
- 123. The Basics For mentions and replies @username + your message @ # The Hashtag - helps you group and filter all discussions relevant to a specific event RT Repeating someone else’s tweet to amplify its effect, to give them credit use: RT @username = “I respect you and your message” D Sends someone a private message D username + your message via Retweet via @OriginalPosterName RT @first via @last
- 124. The DOs and DONTs https://media.twitter.com/best-practices • Send your tweets at the right time of day. If it isn’t seen within 5min its probably lost. • Repost important messages at different times, but be creative in doing slight changes. • Tweet between min 1 and max 6 times per day. Do
- 125. The DOs and DONTs https://media.twitter.com/best-practices • START your message with the @ symbol unless you ONLY want people following both you and the person after the @ symbol. • Use Twitter to push ads or brand messaging. • Just Tweet but also follow others to join in or start a conversation. • Bulk-Post, It drives people crazy when you don't post for a few hours, then post 9 times in a row. If they do that a lot, they will unfollow. • Just retweet, post links and post quotes!! Don’t
- 126. Tips • Click on the Timestamp to get the link to the permanent URL for an individual tweet. • The best tweet times are on weekdays (Except Thursday) between 9am and 3pm • If you put hashtags in your bio, people will be able to find you better when they perform searches. • You can request a life archive, Twitter has a hack for that. Click the gear icon, then “Settings.” Go to the bottom and click “Request your archive.” You’ll get an email when it’s ready. • You can use up to 4 photos (they automatically turn into a collage) • Tag people in your tweet (it does not count against your 140 characters)
- 127. Analytics
- 128. Analytics
- 129. Analytics
- 130. Analytics
- 131. Analytics
- 132. Instgram
- 134. Strategy • Create mini-blog posts • Take tons of photos • Use natural light • Golden Ratio / Rule of thirds • On the road / Behind the scenes / Sneak peaks • Repost • Post 1 to 2 times per day
- 135. The Limits • Max 30 hashtags • 150 characters for Bio • ~240 characters per comment
- 136. Page Dimensions http://sproutsocial.com/insights/social-media-image-sizes-guide/ Photo Size • The size of Instagram images has been increased to 1080 x 1080 pixels. • Instagram still scales these photos down to 612 x 612 pixels. • Appear in feed at 510 x 510 pixels. • Smaller featured header images appear as 204 x 204 pixels, and larger featured header images appear as 409 x 409 pixels.
- 137. Iconosquare
- 138. YouTube
- 139. Numbers
- 140. Numbers
- 141. One Hour Per Second http://www.onehourpersecond.com/
- 143. YTCS – Live Streaming
- 144. YTCS – Video Manager
- 145. YTCS – Channel
- 147. https://www.youtube.com/editor YTCS – Video Editor
- 148. Google Plus
- 149. Profile
- 150. Posting
- 151. Pinterest
- 153. About Pinterest
- 154. Tools
- 155. Fake Followers • The account has a following : followers ratio of 50:1 or more. This means the profile is following 50 accounts while only being followed by one • More than 30% of all tweets use spam phrases, such as “diet,” “make money,” and “work from home” • The same tweets are repeated more than three times, even when posted to different accounts • More than 90% of the account’s tweets are retweets • More than 90% of the account’s tweets are links • The account has never tweeted • The account is more than two months old and still has a default profile image • The user didn’t fill in neither bio nor location and, at the same time, is following more than 100 accounts • The account has posted less than 3 tweets • The last tweet is more than 90 days old http://www.socialbakers.com/twitter/fakefollowercheck/
- 160. Strategy
- 162. Situation Analysis • Where are we now? • Customer Insights • Audience? • Why am I targeting them? • Market industry? • Services? • Competition? • Audience? • Do they have SM? • Numbers? • Performance? • Frequency?
- 163. Goals • What do we want? • Why SM? • KPIs
- 164. Strategy • How to reach goals? • Which Platforms? • Audience? • Content Pillars? • Timing?
- 165. Tactics • How to implement strategy? • Team? • Frequency? • Content Plan • Editorial Calendar
- 166. Execution • Who does what/when? • Follow Up? • Mistakes?
- 167. Measure • KPIs • Response rate? • Engagement
- 168. Thank You Ahmed Hussam E. ahussam@gmail.com M. +2 010 0634 0436