Introducing Social Media for Small Business Neil Infield – Manager Business & IP Centre neil.infi[email protected] - @ninfield (twitter) - www.britishlibrary.typepad.co.uk/business
1. Introducing Social Media for Small Business Neil Infield
Manager Business & IP Centre [email protected] - @ninfield
(twitter) - www.britishlibrary.typepad.co.uk/business
2. http://www.slideshare.net/infield/
3. 3 The British Library is for anyone who wants to do research
academic, personal or commercial
4. A bit about you 7 out of 10 for social media
5. 5Introducing Social Media for Small Business Neil Infield
2015 I cant cover everything in three hours A canter through key
areas Start on your Social Media Strategy Develop an About Me
script My top tips for success Question Time with some hands on
Three hours to cover all of Social Media?
6. 6Introducing Social Media for Small Business Neil Infield
2015 Characteristics Free or very low cost - Facebook or Freemium
model - LinkedIn Simple technology using web browser, or mobile
Apps Lots of online help and guidance Interactive Source -
http://www.sxc.hu/profile/garwee What is Social Media?
7. What is Social Media really? etc
8. For the UK only Facebook 31 million Twitter 15 million
active accounts LinkedIn 15 million Pinterest 4 million? Instagram
300m globally Google Plus ?
http://commons.wikimedia.org/wiki/File:AS-202_launch.jpg Why Social
Media?
http://www.rosemcgrory.co.uk/2014/01/06/uk-social-media-statistics-for-2015
9. 10Introducing Social Media for Small Business Neil Infield
2015 Find out what your Customers Critics Fans are saying about you
online Spot trends Monitor your competitors What will Social Media
do for you?
10. 11Introducing Social Media for Small Business Neil Infield
2015 Allow you to engage with your Customers Critics Fans in a
transparent manner Measure your impact Crowdsource your products
and services http://www.flickr.com/photos/kryten/125710155/ What
will Social Media do for you?
11. 12Introducing Social Media for Small Business Neil Infield
2015 Work out what you want to get out of Social Media What are
your goals? More attention for your brand? Customer service?
Customer interaction? All of the above? Define your audience and
find out where they live online Developing your Social Media
strategy
12. 14Introducing Social Media for Small Business Neil Infield
2015 Work with your neighbour to complete pages 1 and 2 of the
hand-out Developing your Social Media strategy
13. 15Introducing Social Media for Small Business Neil Infield
2015 Blogging for Small Business
14. Why you should blog
http://blog.hubspot.com/blog/tabid/6307/bid/34209/93-of-Companies-Using-Inbound-Marketing-Increase-Lead-Generation-New-ROI-Data.aspx
15. To build trust real people vs anonymous business To build
an audience Increase Search Engine Optimisation without the risk
Google loves blogs and hates cheaters Why you should blog Google
logo render - Mark Knol
16. Remember what happened to MySpace?
17. 20Introducing Social Media for Small Business Neil Infield
2015 Drive traffic to your website Act as your social media hub Be
seen as an expert in your field Reach a wider market word of mouth
referrals http://www.sxc.hu/profile/Kurhan Why you should blog
18. 22Introducing Social Media for Small Business Neil Infield
2015 With passion and patience For your audience On your own or in
a team About things related to your business With Ronsealed
headings How you should blog
19. Put the good stuff first.
20. 24Introducing Social Media for Small Business Neil Infield
2015
21. 25Introducing Social Media for Small Business Neil Infield
2015 In combination with your other social media channels Twitter,
LinkedIn, Facebook, +Google, etc Using your web domain if possible
www.yourwebsite/blog Measure using built in tools or Google
Analytics Use this information to guide your content How you should
blog
22. Publicise your blog posts
23. 27Introducing Social Media for Small Business Neil Infield
2015 Regularly minimum once a week Content must be engaging /
surprising / controversial / intriguing Including images and videos
Length must be right for your readers
http://www.sxc.hu/profile/dspruitt How you should blog
24. Not all spam is tasty
25. Me! Me again!
26. 32Introducing Social Media for Small Business Neil Infield
2015 Your About Me page
27. 34Introducing Social Media for Small Business Neil Infield
2015 The time has passed when Facebook was a "good idea" for
businesses to try. It's now essential to your inbound marketing
strategy.
http://blog.hubspot.com/blog/tabid/6307/bid/5492/How-to-Create-a-Facebook-Busin
Facebook for Small Business
28. 35Introducing Social Media for Small Business Neil Infield
2015 1. Dont use your personal profile create a FB Page 2. Aim for
25 Likes so you can create a custom name fb.com/ninfield 3. Start
posting useful content to get to 100 Likes 100 people with 200
friends = 20k reach 4. Need to pay (Promote button) to increase
reach But 3 a day is enough 5. 400+ Likes switch to organic
promotion Six steps to promoting your business on Facebook
29. 36Introducing Social Media for Small Business Neil Infield
2015 Sabina on Facebook
30. 37Introducing Social Media for Small Business Neil Infield
2015 Daily status updates but no hard sell Insights into your
company Peeks behind the scene Photos and videos of the company at
work Show a keenness to interact polls, quizzes You are allowed to
have a point of view e.g. yoga trainer on diet and exercise What
content should you post?
31. 40Introducing Social Media for Small Business Neil Infield
2015 Use tools to save you time Buffer or Hootsuite Use Facebook
Insights to measure Shares are most important Followed by comments
Least are Likes What has the biggest impact do more of the same Are
people spending money on your website? Vanity metrics arent good
for business only your ego Manage and keep track
32. Facebook for Business gives you the latest news, tips, and
best practices to help meet your business goals:
www.facebook.com/business
34. 43Introducing Social Media for Small Business Neil Infield
2015 Please accept my resignation. I don't want to belong to any
club that will accept people like me as a member. Groucho Marx(109
chars) What can you fit into 140 characters?
35. 44Introducing Social Media for Small Business Neil Infield
2015 Please accept my resignation. I don't want to belong to any
club that will accept people like me as a member. Groucho Marx(109
chars) Aim for the sky and youll reach the ceiling. Aim for the
ceiling and youll stay on the floor. Bill Shankly (95 chars) What
can you fit into 140 characters?
36. 45Introducing Social Media for Small Business Neil Infield
2015 Please accept my resignation. I don't want to belong to any
club that will accept people like me as a member. Groucho Marx(109
chars) Aim for the sky and youll reach the ceiling. Aim for the
ceiling and youll stay on the floor. Bill Shankly (95 chars) I can
resist everything except temptation. Oscar Wilde (41 chars) What
can you fit into 140 characters?
37. 46Introducing Social Media for Small Business Neil Infield
2015 Micro blogging 140 character limit A technology without a
purpose or vision The Marmite of Social Media services Love it or
loath it it works But will it last? What is Twitter?
38. 48Introducing Social Media for Small Business Neil Infield
2015 Smaller numbers than Facebook but bigger spenders Unparalleled
access to celebrities and decision makers An opportunity to go
viral The current reigning champion of social media for business 0
to 10,000 followers in one week is possible Why Tweet?
39. 50Introducing Social Media for Small Business Neil Infield
2015 Short term promotions and special offers Invite feedback /
market research Enhance your reputation Improve your customer
responsiveness Build good relations Remember to protect your
profile name How to use Twitter
40. 52Introducing Social Media for Small Business Neil Infield
2015 Find trending topics and experts Find evangelists for your
brand With caution going viral could be a bad thing Try to separate
work and play Be careful when re-tweeting (libel laws apply) BBC
advice Never tweet when you're pissed or pissed off How to use
Twitter
41. Spot and use Trends
42. 54Introducing Social Media for Small Business Neil Infield
2015 Create a tweet button on your web pages Create and use lists
to clean your stream Learn the twitter lingo @reply - Direct
Message (DM) - Follower - Hashtag - Retweet (RT) - Trending Topics
Use tools to manage e.g. Tweepi Twitter top tips
43. 55Introducing Social Media for Small Business Neil Infield
2015 Customize your page: Change default profile picture Use
140-character BIO space, using keywords Install twitter on your
mobile Be careful with # tags e.g. #susanalbumparty Twitter top
tips
44. 58Introducing Social Media for Small Business Neil Infield
2015 Tweet throughout the day Spread your tweets - up to 10 a day
Dont ignore complaints - they are a test Switch to direct message
(DM) instead of email Follow key tweeters including your rivals
Twitter top tips
45. Top 5 twits quiz
46. 66Introducing Social Media for Small Business Neil Infield
2015 The grown-up Social Media channel Your virtual CV Hubspot
survey showed LinkedIn is 3 times more effective than Twitter or
Facebook for converting website visitors into leads LinkedIn for
Small Business
47. 68Introducing Social Media for Small Business Neil Infield
2015 Good for consultants, trainers and professions Research and
engage with potential customers Check out your competitors Get
recommendations Link to your other social media activities LinkedIn
for Small Business
48. Is Ben a clueless hippy or an industry expert?
49. Twitter for photo sharing No pushy sales messages Use it to
showcase your brand and customers Encourage your customers to share
their photos Instagram for small business
50. Research - then use the best hashtags But dont overdo it 10
to 15 hashtags max Aim to get the best quality photos you can
Instagram for small business
51. 73Introducing Social Media for Small Business Neil Infield
2015 Instagram pros and cons Pros Lots of users Lots of millennials
Lots of engagement Created for mobile devices Cons Links dont work
Cant use productivity tools like Hootsuite Limited advertising
Doesnt integrate well with other social media platforms
52. 74Introducing Social Media for Small Business Neil Infield
2015
53. 75Introducing Social Media for Small Business Neil Infield
2015 Pinterest is a pinboard-style photo sharing website that
allows users to create and manage theme-based image collections
such as events, interests, hobbies, and more. Users can browse
other pinboards for inspiration, 're-pin' images to their own
pinboards, or 'like' photos. The young upstart on the Social Media
scene But very rapid growth last year Pinterest for Small
Business
54. 77Introducing Social Media for Small Business Neil Infield
2015
55. 78Introducing Social Media for Small Business Neil Infield
2015 Pinterest pros and cons Pros Images can be linked to web pages
Users can repin your images Pin It button makes it easy for your
fans to share content Cons 80% are women so only 20% are men Not
very conversational
56. 79Introducing Social Media for Small Business Neil Infield
2015 Still a pale shadow of Facebook But is now incorporated in
search results So definitely worth adding your presence One to keep
an eye on The latest set of stats would blow your mind according to
Google UKs head of agency Google Plus for Small Business
57.
http://techland.time.com/2011/07/11/a-brief-history-of-googles-social-networking-flops
Googles previous failed attempts at social media 2004 2005 2007
2009 2010
58. 83Introducing Social Media for Small Business Neil Infield
2015 People love moving images Google loves videos Demonstrate how
things work Share your knowledge Examples: Blendtec Rasheed
Ogunlaru YouTube for Small Business
59. 84Introducing Social Media for Small Business Neil Infield
2015 Hootsuite or Tweetdeck to manage your posts Google Analytics
and Facebook Insights to measure Sprout Social Wildfire Social
Media Monitor Monitoring-Social-Media.com SocialMediaToday.com
Tools to help you
60. Hootsuite for monitoring and scheduling
61. Share stuff with
62. 87Introducing Social Media for Small Business Neil Infield
2015 Try to limit to 30 minutes a day Keep it professional you
might go viral in a bad way Keep an eye out for new services
Measure results and Cull any activities that dont help your
business Stay focussed keep away from the Lolcats My top tips for
Social Media success
63. 89Introducing Social Media for Small Business Neil Infield
2015 Be a person online but not too personal Always try to add
value Dont just lurk - contribute Try to be marketing lite - avoid
spamming Have a consistent brand / name across your social media
platforms Have fun with it My top tips for Social Media
success