Social Media Management
Jeanne hatton
Twitter: @jeannehatton
Linkedin: jeannehatton
Email: jeanne@uniti-online.Com
Hootsuite certified professional
Web: www.2DaysSocialAge
Hootsuite Solution Partner

Me
• Owner Uniti Solutions Ltd (18 years)
• Live in Willaston
• Training and Consultancy
• Social Media / Social Business / Hootsuite
• Microsoft SharePoint
• Microsoft Office 365
• Microsoft Yammer
• IBM Collaboration Solutions

Agenda
• What is social media and why use it?
• Overview of the main services:
• Facebook, Twitter, LinkedIn, Youtube, Pinterest, Paper.li
• Social Media Management with Hootsuite

Why Social Media
• Why is social media receiving so much attention?
• Ongoing decline of mainstream media
• Ability to connect with customers on a different level
• New prospecting techniques
• Bypass traditional media and take message direct to the customer
not saying traditional media is dead
• 73% of all adults use Social Media

How far have we come……
Let’s face it – communication was hard in those days…………….
“The tools we use to
communicate shape the
very foundations of
culture, society and
business: how we
innovate, how we solve
problems, how we
organize and how we act.
Continued innovation is
key to continued
progress.” Ray Ozzie -
@rozzie ceo@talko.com
From this……
To this!
Lots of noise

Is it worthwhile getting to grips with Social
Media?
• Social media lead conversion rates are 13% higher than the average
lead conversion rate (source: HubSpot’s 2013 State of Inbound
Marketing report)
• Social media produces almost double the number of leads of trade
shows, telemarketing, direct mail, or PPC (source: HubSpot’s 2013
State of Inbound Marketing report)
• Companies who use Twitter receive 2x the number of leads per
month than those that don’t (source: Inside View)

Stages of Social Media
Engagement
Stage IGNORE WATCH REACT Engage Leverage
Description Unaware or
aware but
don’t see
value
Aware and
seeking
value
Consuming
Information
Actively
consuming
information
Building Social
Authority
Leveraging high
performance Social
Media
Activity No activity Join social
networks.
Read
content
Like / Dislike
Comment
Grow network
Answer questions
Share content
Initiate Posts
Engage clients
Support business
goals through
orchestrated team
approach to helping
clients and
prospects
Networking and
nurturing
relationships
Sweet Spot
Source - Profitecture

Social Authority
• It’s not who you know it’s also what you know
• Social Media provides a platform for thought leaders
• Get a professional photograph
• Focus on the leaders in the B2B market
• Even if you don’t participate – you should be listening
• listening will help you identify the influencers
• listening will show which trends are emerging
• Remember YOU are an expert in your business

Social Authority

Risks
• There are risks and may not be for every company e.g. high security
information
• Essential to have a social media policy and carefully monitor which
employees or external consultants are able to send out messages

What’s Your Strategy
• What’s the objective or outcome do you want to achieve, what’s the
point?
• Who is the target audience on social media? Demographics?
• How do we measure how to meet our objectives? KPI - analytics
• Content: What content should be created for that objective and that
target audience
• Measurement: How do we know if the content we’re creating on social
media is meeting the objectives?

A Plethora of social media
• Bebo
• Mysite
• Facebook
• Twitter
• LinkedIn
• Instagram
• Snapchat
• Pinterest
• Google +
• Tumblr
Social Media Academy @2DaysSocialAge @Twirral1 @JeanneHatton
Which one shall I use?????
 You should
choose the right
platform for your
business.
 Choose a
platform you feel
comfortable with
“What Platform to choose
...Twitter ...Why Because iT
is Alive 24/7” Thomas Parr
@Twirral1
“What Platform to choose ...Choose a
platform That best shows off the quality of
your business.” Thomas Parr @Twirral1

Gartner predictis ¼ of businesses will lose
market position

Which Social Media Platform is
right for me?

Why use Facebook
• 80 % of all Social Media users use Facebook
• Increase your brand exposure through personal networks
• Engage online to build loyalty
• Run different promotional campaigns to generate new leads
“54% sampled users say when using Facebook they’d started dreaming
about a holiday even when they didn’t have one on the horizon.” ** “59%
sampled users have seen a travel ad or publicity in their Facebook News
Feed”**
**Source: “Facebook Travel: Near and Now report” (Facebook/Sparkler)

FaceBook
• Pages maximise marketing value and customer
engagement
• Showcases your company culture and history to
create a deeper connection
• When you post an update it appears in the
newsfeed of people who have liked your page.
• Also has an ads section £££s can tailor your reach
• If your product is aimed at families it is worth
considering Facebook

Facebook Page
• Hard to stand out
• Engaging visual content high res colour
image
• Announce new Product and events
• Check how it appears on Mobile Keep
images light on text
• If you use text on your cover photo keep
it close to the upper right hand corner
so it's visible on any device
• Your profile photo appears to followers
news feeds every time you post . Pick
an image and stick with it.
• Focus on a handful of relevant keywords
- use them consistently across your
social media platforms
• First 140 characters of About section is a
descriptor to links to your profile in
search engine results. Make sure they
encourage visitors to click through
• Include a link to website which will
appear automatically under about field.
Address and phone number is important
as this will help search engines to index
you in local searches
• Set a vanity URL for your page – need 25
likes to use this.

Facebook Tips for increasing engagement
• Adopt a consistent design aesthetic for your images
• Pin popular posts to the top of your profile
• Review negative feedback to gauge audience response to your
content
• Use 3rd party apps to drive Facebook traffic to web properties
• Add a link to your Facebook page on your website
• Join and engage with relevant groups
• Coming soon – call to action button

Images – best practise
1.TWITTER IMAGES SIZES
header photo: 1500 x 500
2.Profile photo: 400 x 400
3.In-stream photo: 440 x 220
FACEBOOK IMAGE SIZES
1.profile image: 180 x 180 px
2.highlighted image: 1200 x 717 px
3. shared link: 1200 x 627 px
LINKEDIN IMAGE SIZES
1. Standard logo: 100 x 60
2. Banner image: 646 x 220
minimum
3. Career cover photo: 974 x 300
4. Square logo: 150 x 50

Why use Twitter
• Twitter allows you to openly follow both individuals and brands.
• Your Twitter handle should be short and reflect your brand.
• Your profile should provide information which is consistent with your
brand.
• Public and private messaging – sending a DM
• Use hashtags to group together keywords or topics e.g #cupcakes

Using Twitter
• Follow people / brands
• Tweet – short messages of 140 characters only – try to keep to 100
characters – they get noticed more often.
• Retweet or quote interesting information
• Favourite tweets that are interesting, or if you want to communicate
to the author that you like or have noticed it
• Use # hashtags to tag with keywords or group items together

Twitter……Tweets……….Chats…….Video
In 2011 while at an IBM
conference in Florida I
discovered you needed Twitter
to find where the parties
where. That was it – I was
hooked.
Evolution of my use of
Twitter:
• Parties
• Information
• Engaging with existing
and prospective clients
Twitter – new features
• Group chats – invite up to 20 people
• Quote tweets with comment
• 30 second video
• Coming soon – Periscope
• IBM & Twitter analytics
“Recommended hashtags to get you more
reach” #B2BHour #GBHour #iTsLocal (Twirral
Marketing)

Create / enhance your Twitter Profile
• Go to http://www.twitter.com
• Sign in or sign up – your twitter name should be short and descriptive
• Create your profile
• What could you customise on your profile?

Twitter Profile
• Take the time to build a strong profile
• Fill out all profile fields accurately and completely
• Add relevant keywords to your bio field
• Keep customers in mind when selecting your location

Twitter Profiles
• Add photos and videos to give your profile a complete look
• Use Twitter Cards to increase engagement and traffic
• Feature popular content by pinning it
• Add Twitter buttons to your website for easy sharing

LinkedIn
• Launched 2003
• 300 + million members
• 187 million monthly users
• Students fastest growing members
• Use to
• showcase your profile
• research companies and individuals
• HR use to advertise job opportunities and screen candidates
• Sales use to initiate conversations with people
• Marketing can increase brand awareness, show recommendations and
endorsements

Using LinkedIn
• Add connections
• Create messages to keep your connections informed
• Request recommendations from connections
• Endorse connections which will encourage them to endorse you
• Join and participate in groups of like minded individuals

LinkedIn – Optimising your page
 Central hub for info on your businesses
 LinkedIn algorithm actively favours completed profiles
 Use Keywords in your profile - in heading descriptions
 Write company description with keywords in mind.
Visitors to your page will only see first 200 characters.
 Linked in company page is among the first few search
results make sure all info is up to date.
 Important to choose a great image as well as your
company logo. Company page also has a follow page - to
generate a follow button go to developers page
Keyword planner
https://adwords.google.co.uk/KeywordPlanner

LinkedIn
• LinkedIn is a really valuable tool
for identifying and researching
prospects and companies of
interest.
• Robust search engine
• Advanced options to look for
keywords and titles and regions -
can compile info and identify
influencers decision makers then
leverage mutual connections and
common interests to turn cold
calls into warm calls

Some Interesting Developments from LinkedIn
• They own SlideShare – like a YouTube for Presentations
• They have just bought Lynda.com for $1.5 Billion – massive online
learning site
• You can now add a background image to your profile
• It is also a publishing portal, where you can add posts

Why use Instagram
• Founded October 2010 acquired
by FaceBook 2012
• Beautiful and fun way to share
moments
• Mobile app
• Most popular amongst 18 – 29
age group
• Instagram direct allows private
sharing
• 50% crossover rate between
Instagram and Twitter
• Businesses can
• cultivate brand personality
• follow customers
• visitors can tag with
geolocation
• promote latest campaign
• host fan photos and videos
• Use popular hashtags
• Post to other social networks

Why use You Tube
• Founded 2005 acquired by Google in 2006
• 80% of You Tube are from outside the US
• Largest video sharing network can connect with an enormous
audience
• Interactive comments
• Valuable promotional tool particularly for small businesses
• YouTube analytics can track engagement and demographic
• Great for training sales teams and employees
• Use annotations to entice audience to further engage

Why use Pinterest
• Founded March 2010
• Large percentage of female users
• 4:1 women who are window shopping
• 40 million users monthly in total 700 million totally
• Create pinboards and browse other pinboards
• Users spend about 15 minutes per visit so great for businesses to
engage
• Visitors can like and repin a brand
• Can add a pin it button to your website

Why use FourSquare
• Launched 2009
• Robust advertising platform
• Users – young professionals with post secondary education
• Used for sharing out and about information
• Businesses can use location based advertising
• Users checkin and can earn badges, get tips and become the mayor
• Businesses can create specials
• Localise marketing efforts and deepen connection with customers

Why use Tumblr
• Launched 2007
• Social sharing with blogging
• Most popular social network for 13 – 19 year olds
• For sharing creativity and thoughts
• Can reblog content for other blogs
• User friendly and visual – can use to tell story through visual and text
• Free platform to host company blog
• Businesses can use it as a content hub for brand that internal staff can
use
• Popular because of ease of use, viral nature and active user base
• Provides businesses with a powerful publishing platform

So how do you manage it all??

Hootsuite
• What is Hootsuite
• A social media management platform
• Can schedule posts
• Can discover content
• Can generate analytics
• Can aid social listening and social engagement
Social Media Academy @2DaysSocialAge @Twirral1 @JeanneHatton

A few of the companies that use Hootsuite….
Adidas, Orange, FC Barcelona, Eurostar International,
Oakley, ANZ Bank and many more ………….

Schedule – Create now and share later

See the big picture
– manage your social media profiles from a single dashboard. Post,
tweet, share and comment without leaving Hootsuite

Track your success
Easy to read reports deliver realtime results of your reach across the
social web

Add free apps
Enhance your personal dashboard with
apps from the app directory such as
MailChimp, Soundcloud, Tumblr,
Instagram, YouTube, and more.

Share more with Hootlet

Add a twitter feed
Try it yourself at: https://hootsuite.com/hootfeed

Social Listening
• Listen to your prospects
• Listen to your customers
• Listen to your competitors
• Listen for any mention of your
brand or company -  or 

Hootsuite University provided you with
expert level social media management
skills and industry recognised certification
so you can excel at your job and stand out
from the pack.
Hootsuite University
• Get certified
• Learn at your own pace
• Become an expert
Hootsuite Certified
Professional Course
27th & 28th April
Book via Eventbrite

Social Media Academy @2DaysSocialAge
• We can get you set up on Hootsuite
• We can help you set up your dashboard and define your social
strategy
• We can help you or your staff become Hootsuite Certified
Professional(s)
• We can provide social media management
Social Media Academy @2DaysSocialAge @Twirral1 @JeanneHatton
Hootsuite Certified
Professional Course
27th & 28th April
Book via Eventbrite
#Sellping – Twitter training
for business by Thomas
Parr (@Twirral1)
1 x 4 hour session 29th
April– book via Eventbrite
Training & Consultancy
From
@Twirral1 & @JeanneHatton

Thank You
Any Questions
Jeanne Hatton
twitter: @jeannehatton
LinkedIn: jeannehatton
email: jeanne@uniti-online.com
Web:2DaysSocialAge