Social Media for Business

@Cosmic_UK #CosmicUK
Social Media for Business
Nina Goodwin
@Cosmic_UK

Housekeeping
• Fire Alarms;
• Breaks;
• Mobile Phones;
• Health & Safety.

Introductions
Please introduce yourself to the rest of the group; your business and
what you hope to get out of the session today.

Listen
Google Alerts
Twitter
Feedly
Share &
converse
Twitter
Facebook
LinkedIn
Pinterest
Newsletter
Content
creation &
Broadcast
You Tube
Blog
Flickr
iTunes/podcasts
Survey Monkey
Community
building
Forum
Facebook Groups
LinkedIn Groups
Virtual worlds
Social media engagement ladder
Less time More time

1. The Law of Listening
Success with social media and content marketing
requires more listening and less talking.

Listening
Use Social media as a highly effective listening device
• Colleagues/staff
• Journalists
• Peers
• Competitors
• Influencers

Listen in on Hashtag
conversations
• Industry specific
• #manufacturing
• #agrichat
• #BPS2015
• Geographic specific
• #exeter
• #barnstaple
• Campaign specific
• #greenenergy
• #dairysos
• Media specific
• #journorequest
• #prrequest
• #devonhour

Twitter.com/search

Create lists

Add to a list
• Click on their profile
• Click on the gear icon
• Click add to list

Hashtagify.me
Hashtagifi.me

Hootsuite

Feedly blog collation
what inspires you?

Flipboard

2. The Law of Reciprocity
You can’t expect others to share your content and talk about
you if you don’t do the same for them.

Be part of the community
• Sharing content helps you to ‘be part of a community’
• Amplifying content
• Fuel and support the eco-system
• Helping person who created the content – they will
reciprocate
• Can maintain an independent point of view – you can be
seen as a content ‘curator’ it’s not all about you
• ‘Here’s something someone else says – what do you think?’
Helping stimulate conversation

Be an Informer
Researchers at Rutgers
University found that only 20%
of us are informers on social
media, while the other 80%
are meformers.
Informers had more 2x
followers of meformers.
Sharing information is better
for your follower count than
sharing about yourself.

Follow content worth sharing
Step 1 – follow content worth sharing

Find more to like

Step 2 – share or retweet

3. The Law of Content
Quality trumps quantity.

SEO
Content
Marketing
Social
Media

What is content marketing?
• Images
• Archived content
• Infographics
• Video
• Blogs
• Explainers
• Web pages
• PDF downloadable content
• Content for Syndication
• Podcasts

Why Content Marketing?
• Increase in engagement
• It’s favoured by 68% of customers
• On average it generates 54% more leads
• Some businesses have seen a 30% increase in Sales with
Content Marketing (Zappos)
• More than half of B2B marketers plan to increase their content
marketing budget in 2015.
• 70% of B2B marketers are creating more content than a year
ago.

Adapted from ‘Media Cloverleaf’ by Richard Edelman
‘Content first’
strategy
‘Tradigital’
E-news
Forums
Digital magazines
Traditional
Media
Press
Social
networks
Facebook
Twitter YouTube
LinkedIn
Website
Responsive design
Mobile enabled
Owned Content
Video, blogs,
photos

Who are your customers?
YouGov profiler

Become a storyteller
Make it visual, engaging, emotional
Visual content

Photography
‘images catch our attention
our attention and are digest
faster than text’
@staceyla

iPhone Photos

Top tips for taking good photos

Light
• Natural light is best
• Middle of the day
• Avoid using a flash if
possible
• No direct sunlight,
shadows.

Composit
• Create a sense of
time
and place
• Think in three
dimensions
• Take something
away
• Tell a story

Tools for your smart phone
• Instasize
• Canva
• Wordswag

Instasize

Canva
ADVENTURE

Wordswag
‘Brands that stand out have a strong, consistent visual identity’
• Ensure you have consistent branding, font, colours, style, filters
and tone
Wordswag.com

I
• Infographics spice
up ‘boring’ data
• ‘What we do’
infographics
• State of the
industry
• Our business
journey
• Business stats
• How to guides

Video
• By 2017, video will account for 69% of all
consumer internet traffic
• Video yourself
• Video your customers
• Think about timelapse & slo-mo on iPhone
• Become an internet sensation?

Customer support
Creating video content for
customer retention & staff
engagement and training:
Sony Xperia have created a
YouTube channel of all their
support and advice guides.

How do I?
• Visit YouTube
• Look up how to guides?
• Find something like your business

Thought leadership
• Blogging
• Guest blogging
• PR articles
• Video interviews
• Commissioners
• Funders
• GPs, referral routes
• Friends/carers

Become an expert
• Create a blog
• Use LinkedIn Groups
• Publish your opinion
• Develop ideas and future trends

Who do you admire?
• Check their profiles
• Follow their activity
• Across all channels
• Check their Klout Score

LinkedIn
• Use LinkedIn to boost your reputation
• Connect with the right professionals
• Aspire, meet, connect
• Build your professional network one
person at a time

LinkedIn for repu
1. Highlight your strengths It is an opportunity to present facts,
attract attention and impress your audience
2. Optimise your profile using keywords - LinkedIn works in a
similar way to a search engine,
3. Join relevant groups - Groups with professionals in the same
field helps your reputation
4. Make endorsements -Making endorsements for others in your
network, may encourage others to visit your profile and endorse
you back.

Be en pointe
Know the trend

Look for the trending topic

How do I find the trend?
• Buzzfeed – it’s not just fluffy
cats
• Google Trends -
http://www.google.com/tren
ds/hottrends
• Reddit www.reddit.com
• Klout Discovery

Buzzfeed
• What is BuzzFeed?
• BuzzFeed is a place for you to discover, share, and track
everything awesome that is happening on the Internet as
soon as it happens.
• 200M unique monthly visitors
• Sign up to an
account – Facebook

What can I po
• You can post video or an image, and you can also post lists of
stuff - all using the same interface!
• Here are some examples of finished posts:
• Image list
• A Video
• Mixed media list
• An image
• Once you’ve added your content, write a good headline and
a description and add a thumbnail to the post. Doing this part
well is essential if you want your post to succeed.

• What happens to the stuff I post to BuzzFeed?
• Your posts will automatically appear in the “Just Launched”
section of BuzzFeed Community. Our community editors can
then choose to promote them to different areas of the site.

Just launched

Visible Women 1980s

• 34 years later
• Only had telephone
number
• 160,000 hits and
shares from Buzzfeed
• 15 of the girls came
forward
• Dallas, Australia
• Lawyers, Mums,
Doctors all walks of
life

Influencer marketing
• Influencer marketing - identifies and targets individuals with
influence
• Create content they will share
• Ask them to create content
Marketing-inspired word-of-mouth generates more
than twice the sales of paid advertising, and these
customers have a 37% higher retention rate –
McKinsey 2014

Rise of the internet star
Research and use Influencers
1,784,296 subscribers on YouTube
6.6m subscribers

How do you find influencers?
• Huffington Post 99
• The Guardian 99
• Accuweather 63
• BBC Radio1 94
• BBC News 83
• BBC Weather 70
• BBC Breakfast 79

getlittlebird.com

What’s the plan?
Calendars 5
• Natural language input
• Integrate to-do lists
• Integrate home and family calendars
from outlook and Gmail
• Easy to read
Calendars 5
Apple
Android

Scan the social
Flipboard
• Social Discovery
• Social Networking
• Personal magazine
• Learning opportunities
• Really visual
• Follow news agencies
Flipboard
Apple
Android

Plan the social
Klout
• Check and track your online
influence
• Recommends articles that will
interest your following
• Social discovery and
networking
• Schedule your content
• Identify online trends
Klout
Apple
Android

Research in Evernote
Evernote
• Present straight from Evernote on
my phone
• Write notes in my pad? Scan
notes in
• Meet new people? Scan their
cards
• Connect to LinkedIn
Apple
Android

Skitch
Skitch
• Photograph anything
• Annotate over image
• Save to Evernote
• Load and annotate maps
• Email to client/office
Apple
Android

Take notes
Cloud On
• Use Office on mobile
• Save from and to Dropbox,
Google Drive Onedrive or
Box.com
Apple
Android
Price: £5.99

Wordswa
WordSwag
• Typo Engine
• Create beautifully custom text
layouts that would normally take
hours - with just a tap
• Use your own photos
• Add text from a choice of fonts
• Share in social media
Apple
Android
Price:£2.99

others
• Facebook Pages App
• Hootsuite

Plan your co
• 70/20/10
• 70% planned campaigns
• 20% near future
• 10% Real time

6 week content planner
w/c -------
----- 1 2 3 4 5 6
Planned
events/se
asonal
fixtures
Video
Photos
Blog
Facebook
Twitter
Pinterest
E-
newsletter

• Research national days
• http://nationaldaycalendar.com
• Research popular themes
• What’s en-pointe

Plan your next two weeks

Editorial Calendar

Taken from Buffer
http://www.b2bnn.com/2015/02/infographic-often-post-twitter-
facebook-linkedin/#

Align your brand
Growing your
audience

Top tips for growing your audience
• Invite people to like your page
• Use hashtags
• Join Groups
• Promote your Facebook posts and page
• Use Twitter ads
• Be an informer

Facebook Promoting and Boost

• How to stay in news feeds?
• You’ll need to budget
• Investment is reportable
• (and so far in 2015 there have been good returns)

Facebook Boost
www.facebook.com/ads/create/

What is it?
• Boost promotes your post to reach a wider audience, get
more likes or interaction to a post.

How and When?
• You can boost an individual post or promote the page as a
whole.
• If you are using boost, only pay for the best posts, not each one.
Giveaways, free webinars, ebooks etc, or any kind of freebie is a
good boost post. Pulling in audience.
• Only promote your own content. Even if you are sharing a good
tip from another source, why pay to send traffic to someone
else’s site?
• Choose content that is helpful for your audience.
• There’s a 20% text rule on photos. If your image has too much
text, you won’t be able to boost or promote it. You can use
www.facebook.com/ads/tools/text_overlay to determine
whether your image has too much text.

How to use ‘boost’ using
Ad Manager

Start targetting

Interests

Behaviours

Connections

How much do you want to spend?

Texts & Links - preview

Review order

If happy, place order!

Advantages of boosting through
Ad Manager
• More targeting
• Better reach
• More control over the ad

How to boost via business page – click
blue ‘boost’ button underneath chosen
post

Select Audience

Select amount to pay,
or choose your own

Advantages of boosting via your business
page
• Easy & Accessible
• Located on timeline
• Two clicks and it is done!

What is ‘promote’?
Having your whole business page promoted using your choice of
image and text.
Managed and controlled through Facebook Ad Manager
As with all boost and promote options, your promoted ad results
will show in Ad Manager so you can watch how your ad
performs.

Promoting your page through Ad
Manager

Select ‘promote your page’

Select facebook page or URL

You are attracting Page Likes

You have the option of creating a
custom audience

Upload your email addresses or…

…import from Mailchimp or…

…or copy & paste your customer list

Align your brand
Measuring
your success

8 KPIs for social media
1.Number of Fans and Followers Basic but important – how many
followers, new followers and equally important unfollowers
2. Demographics and Location – What’s the % males, females,
where are they based what time do they use SM, what are their
interests
3. Number of active followers – Active users is a really important
indicator as you want relevant and influential people who actively
interact and engage with your company.
4. Likes, Shares and re-tweets– Are your posts relevant and
interesting to your followers? What % of posts have interactions. IF
not change engagement strategy

5. Number of comments - Are you engaging in two
way conversation and what’s the speed of response
6. Number of mentions – How often are people
interacting with you?
7. Traffic back to website - % of traffic from social
media
8. Your Klout Score - Your overall influence in social
media

How much Klout do you ha

Analytics
Measure
• Who’s coming from
social
• Most popular click
throughs
• What they did on the
site

Number of click throughs
• Acquisition > Overview

• Direct – typed into an address bar
• Referral – clicked on a link
• Organic – typed into a search engine
• Social – clicked on a link from social media
• Other
• Ideally balanced approach, unless your strategy is
for one specific route
• Too much Direct is a worry though – as it means no-
one knows about you outside of your customers
What are the sources?

Social flow….

Make it easy – create Reports and
Dashboards

Twitonomy

Facebook insights

Where Page Likes come from

Likes Comments and Shares

Post detail

Demographics

Other tools to help
• www.klout.com – Measures your influence online
• www.twittercounter.com/twitology - Gives you statistics on
twitter accounts
• www.flitter.com – allows you to manage multiple twitter
accounts, grow your business through
• twitter, use twitter analytics and has a wide range of
scheduling tools for posts.
• www.facebook.com/insights - lets you measure the activity of
your facebook accounts

Sprout Social - analy

Reputation management

“In a recent report, 53% of
consumers revealed that
they had decided against
making a purchase based
on an online
recommendation."

Audit your real estate
• Audit your reputation
• First Name Surname (if unique)
• First name Surname, Location
• First name, surname, Business
• Business name
• Develop more content
• Include more web pages about you
• Upload more photos, title your name
• Blog about you and your business
• Include history of the business

Google pulls
reviews from all
sorts of sites,
and posts them
under your
listing

Social Mention

• Check yours
• Check your images
• Create Google Alerts

Crisis management?

Not responding = not caring

Responding to negative feedback
• What to do with online criticism
• Acknowledge – thank them, apologise
• Investigate – have all the facts and policies to hand
• Respond – address specific points include the investigation,
include any action points

• Write it all up in Word first
• Keep your tone even and professional
• Respect their right to complain
• Don’t attack the person
• Only respond to the issues – not the sub-plots
• Have your crisis plan ready

Types of Criticism
• Problems – Someone has an issue with your product or service and has laid
out exactly what went wrong. This type of feedback is negative in the sense
that it paints your business in a poor light, but it can be helpful in exposing real
problems that need to be dealt with.
• Criticism – Even more helpful is when the comment comes with a suggestion
attached. Many customers — including some of your most loyal — will use
social media to suggest ways in which you can improve your product or
service. While this type of feedback may point out your flaws, and is thus
negative, it can be extremely helpful to receive.
• Attack – While the attack itself may not be merited, the issue that catalyzed it
does have merit in this type of negative feedback. Essentially, you or your
company did something wrong, and someone is angry. Usually TWO or more
things have happened to them
• Trolling – The difference between trolling and an attack are that trolls have no
valid reason for being angry at you. Also in this category are spammers, who
will use a negative comment about your product or service (whether true or
not) to promote a competing service.

You probably should not respond if…
• You are angry
• You want to point out your opponent’s flaws
• Your critic is nasty

Think before you post!!!

Try something different… Use Video

Using You Tube to respond – Case Study
• Taco Bell - a rumor spread online questioning whether the fast
food chain used real beef in its products. “You don’t want
people to even be questioning if you’re using beef in your
tacos.”
• Taco Bell president immediately went to YouTube with his
response.
• They also contacted their over 7 million fans on Facebook and
~150k Twitter followers.
• As Dorie said, they already had an army of people who were
favorably inclined toward Taco Bell. “They were able to
quickly reach them and dispel rumors.”

ACTION PLAN
5 things which you WILL do in your business ?
• 1.
…………………………………………………………………………….
• 2.
…………………………………………………………………………….
• 3.
…………………………………………………………………………….
• 4.
…………………………………………………………………………….
• 5. …………………………………………………………………………....

Questions?All resources:
https://www.pinterest.com/cosmickate/
social-media-for-business/

Any questions?

Social Media for Business

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Editor's Notes