3. Our sponsors…
Fastershire - http://www.fastershire.com/
Women in Rural Enterprise – www.wire.org.uk
Government Equalities Office (but only women allowed!)
https://www.gov.uk/government/organisations/government-equalities-office
4. A bit about me…
• 15 years experience IT/Project Management/Training in
corporate environment
• Social Media training
• Started my 18 months ago
• Member of WIRE for over a year
• Passionate about helping small businesses use technology
5. A bit about you…
• Name
• Business or Business Idea
• Goal for today. What do you want to walk out with?
6. What is ‘Social Media’?
“Websites and applications that enable users to
create and share content or to participate in
social networking”
There are currently 211 platforms!!
9. 5 Steps to a Social Media Strategy
1. Your business
2. Your customers
3. Your platforms
4. Your goals
5. Your plan
10. Step 1 – Know your Business
• Be able to clearly state what you do/offer/sell
• Know what makes you special
• Have a list of words that describe you
• Task 1
11.
12. 5 Steps to a Social Media Strategy
1. Your business
2. Your customers
3. Your platforms
4. Your goals
5. Your plan
13. Step 2 – Know your customer
• Understand your ideal customer in detail
• Create an ‘ideal customer’
• The more detail the better
15. 5 Steps to a Social Media Strategy
1. Your business
2. Your customers
3. Your platforms
4. Your goals
5. Your plan
16. Step 3 – Choose your platform
• Once you understand your customer you can find them
more easily
• Look at the demographics of the different platforms
• Think about what your customer is likely to be doing and
what they would like to hear
17.
18. Pinterest
• Collect and share inspiring links
• Very visual, great for products and creators
• + Strong, audience with buying power
• + Generates most revenue per click of all platforms
• - Hard for brands with little web presence/ecommerce
• - Female dominated
• 80 M users (20M Active), around 80% female
19. Pinterest
• 87% of pinners made a purchase because of Pinterest to plan a
purchase
• 93% of users have planned a purchase because of Pinterest
• 80% of users are on mobiles
• Create an account
• Create public or private boards
• Curate content that people will repin
• Great for visual businesses
20. Twitter
• Microblogging site – 144 characters or less
• Fast moving
• Can take a bit of getting used to!
• + strong customer service tool
• + Great analytics
• - short lifespan of posts
• - Ads are expensive
21. Twitter
• 320M Users (13M UK)
• 300K tweets every minute
• Users have a ‘handle’ @techladyuk
• Use # to join people together i.e. #gloshour
• Create lists to make it easier to manage
22. Facebook
• Largest social network
• Polls, documents, video and pictures all easy to add
• 1.49BN users
• 30% of users age 25-34
• Create Business Pages, Groups and Events
• Great way to connect with your followers
23. Facebook
• + Fans are 79% more likely to purchase than other platforms
• + Great for adverts and promoted posts. Powerful
demographic targeting
• + Great analytics
• - Increasingly need to pay to be seen
• - Lots of traffic so hard to stand out
24. Google+
• Google owned platform
• Great results for some businesses
• + Great for SEO (getting found on Google)
• - Uncertain future
• - Low activity of many users
• 300M users, mainly 25-34, 62% male
25. LinkedIn
• Professional network
• Mainly Business to Business (B2B)
• + Establish yourself/brand as industry leader
• + great recruiting tool
• - Unlikely to drive sales unless B2B
• 414M users, predominantly white collar, urban
26. Instagram
• Primarily Mobile (300+M users)
• Share pictures and 15 second videos
• Great for style oriented businesses
• + Underutilised by brands
• + Facebook owned
• - No links, analytics or scheduling
• - Advertising is in early days
• 37% 18-29yo, 68% female
27. YouTube
• Not often considered as a standalone platform
• 2nd largest search engine (Owned by Google)
• Allows easy sharing of videos
• Great way of providing useful, shareable content
• 1B users / month
30. 5 Steps to a Social Media Strategy
1. Your business
2. Your customers
3. Your platforms
3a. Coffee Break
4. Your goals
5. Your plan
31. Step 4 – Define your strategy
“If you chase two rabbits, you catch none.”
Confucius
32. What is a strategy?
“Strategy is a high level plan to achieve one or
more goals under conditions of uncertainty.”
33. Goals on Social Media could include:
• Increase your blog read readership
• Drive traffic to your website
• Increase your email list
• Track your competitors/ research
• Connect with business contacts
• ‘Meet’ specific individuals or brands (i.e. journalists, bloggers, retailers)
• Survey your customers
• Raising your profile
34. e.g.
• Business strategy = to make £2k per month
• Average value of a sale is £100
• Need 20 customers per month to make target (20 x £100 = £2000)
• 20% of your customers are online (need 20 online customers)
• Goal to get 10 new customers via online advertising
• 10 new customers from social media activity
• Know 50 visits = 1 sale
• Need 500 hits from social media to get close to your goal
36. 5 Steps to a Social Media Strategy
1. Your business
2. Your customers
3. Your platforms
4. Your goals
5. Your plan
37. Step 5 – Plan your post schedule
• Plan your posts out a week or month at a time
• Divide your post types up into
•New content (70%)
•Sharing existing content (20%)
•Call to action (10%)
• Consider a scheduling tool like Hootsuite or Buffer
38. Ideas for post types…
Motivational/ funny quote Product review
Funny picture New product info
Product review Mystery photo
Link to new blog post Giveaway
Link to older blog post Share your best moment of the week
Fill in the blanks Share your favourite book/film/local shop
Ask a question Ask for customer photos
Share a funny video Ask for customer testimonials
Share a page you think customers would like Comment on breaking news
Run a poll or survey
41. Regardless of your platform…
• Set up your profile properly
• Link to your website
• Link to other social media profiles if appropriate
• Ensure it is REALLY easy to contact you (add phone number
to cover photo etc.)
• Spell check!
42. Regardless of your platform…
• Consider the timings of posts for maximum engagement
• Use pictures or video – shown to increase engagement by
up to 120%
• Respond to comments, thank new followers, be polite
• Ensure that your pictures are the right size and not
copyrighted