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“Is it time your business moves to social media? Learn how to put a strategy around your social media presence: • Common approaches to social media • Defining goals and objectives • How to measure your impact • Social media best practices
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Allison Miller, Vanguard Visions Consulting
Salisbury / Modbury
Social Media Strategy
You’ll find these slides at:
slideshare.net/vanguardvisions
Session Overview
• Why use social media in business?• Which social media sites are you using for
your business?• Social media sites / Examples
Why use social media in business?
Social media
Social Media
Build Customers
Raise awareness
Listen to what
people are saying
Connect with
others
Which social media sites are you using for your
business?
Data source: http://www.socialmedianews.com.au Image: https://encrypted-tbn2.gstatic.com/images?q=tbn:ANd9GcTnOgNdtWx_EZWwujkMfHyvJTjOHfP67V3KK3GXHcs9P-sPCrU8
Australian Social Media Stats*
• Facebook – over 12,000,000 users
• YouTube – 12,200,000 users• LinkedIn – 2,900,000 users• Twitter - 2,500,000 users• Pinterest – 450,000• Google Plus –70,000 users
* December 2013
Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
Facebook – aka ‘the Pub’
• Connect with friends or seek feedback from customers
• 3 short posts/week – useful and relevant content, news and events about your business
• Answer questions on status updates and in Groups
• Post: Early morning, during lunch, after work, before dinner and before bed
• Paid ‘posts’ and ‘pages’• Competitions for “Likes”
Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
LinkedIn – aka ‘the Office’
• Business Networking (Key decision makers), Recruitment
• Share ‘thought leader’ posts, industry / topic news, how-tos
• Offer advice / information in industry / topic groups
• Company page• Post: Before / After business hours
Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
Twitter – aka ‘SMS / Chat’
• Short posts (best < 100 characters)• Witty comments / quotes, industry news,
promos, tips & tricks• Photos / Video• Paid ‘tweets’ and ‘profiles’• #hashtags & trending• Strong WIFM call to actions – click, interact, buy• Post: between 11 am-3 pm
Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
YouTube – aka ‘Moving pictures’
• Strong message, Show don’t tell• Tutorials, stories, debunk myths, Pros/Cons,
action, tips / tricks, how-tos, • Business YouTube Channel• No longer than 3 mins• Professional vs Crappy• Paid targeted promotions• 3-5 / month• Busiest 2-8 pm
Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
Instagram/Pinterest – aka ‘Visual’
Instagram• Inspirational images• Sneak peeks, behind the scenes, product demos• Include questions / #hashtags• Ask customers to post with unique #hashtags• 1-2 / day• Post: after 8 pm weekdays & 5 pm on weekends
Pinterest• Curate images around key themes: people, animals,
houses, clothes, shoes, craft, cars, tools • Repin your images• 1 pin per day• Saturday mornings; Weekdays: 2-4 pm & 8 pm to 1 am
Building a social media strategy?
Building a strategy
S Specific
M Measurable
A Attainable
R Relevant
T Timely
Building a strategy
S Specific
M Measurable
A Attainable
R Relevant
T Timely
• What do you want to achieve specifically?
“Have more people visit our website through
social media…”
Building a strategy
S Specific
M Measurable
A Attainable
R Relevant
T Timely
• How will you measure your goals?
“Have more people visit our websites through social media by 10%”
• Measured through Google Analytics
Building a strategy
S Specific
M Measurable
A Attainable
R Relevant
T Timely
• Is your goal achievable?• Do you have the
necessary resources?• Do you have the
necessary skills?
“Do I know how Google Analytics work? Do I know social media?”
Building a strategy
S Specific
M Measurable
A Attainable
R Relevant
T Timely
• Is this meaningful for your organisation?
“Why do I want more visitors to my website?”
“What will they do when they visit my website?”
Building a strategy
S Specific
M Measurable
A Attainable
R Relevant
T Timely
• Is the goal time-bound? • Is there a due date?
“Have more people visit our websites through
social media by 10% by the end of June”
Activity: Set your goal
Image: http://farm5.staticflickr.com/4083/4843576916_75c594ba06_b.jpg
What should I share?
Your original content
Other people's content
Interactions
Customers
What should I share?
Your original content
Other people's content
Interactions
Customers
• Content you create• Blogs• News• Videos• Photos• Infographics• Links• Reports / Papers• Checklists
What should I share?
Your original content
Other people's content
Interactions
Customers
• Content other people create related to your cause• Articles• Events• Government policy• Reports / Papers• Infographics
What should I share?
Your original content
Other people's contentInteractions
Customers
• Facebook• Posting as your
organisation on others’ timeline
• Replying to comments/posts
• ‘Likes’
• Twitter• ReTweets• Talk to others (mentions)• Reply to mentions• ‘Favourites’
What should I share?
Your original content
Other people's content
Interactions
Customers
• Ask questions• Involve your customers
in your content• Facebook
• Off-topic posts/memes
• Twitter• Get involved in industry
hashtags (e.g. #digitalcapability, #openeducation)
How can I measure if it is all worth it?
Volume
Images from TweetReach Blog – 2 April 2012http://blog.tweetreach.com/2012/04/5-essential-easy-social-media-metrics-you-should-be-measuring-right-now/
Reach
Images from TweetReach Blog – 2 April 2012http://blog.tweetreach.com/2012/04/5-essential-easy-social-media-metrics-you-should-be-measuring-right-now/
Engagement
Images from TweetReach Blog – 2 April 2012http://blog.tweetreach.com/2012/04/5-essential-easy-social-media-metrics-you-should-be-measuring-right-now/
Influence
Images from TweetReach Blog – 2 April 2012http://blog.tweetreach.com/2012/04/5-essential-easy-social-media-metrics-you-should-be-measuring-right-now/
Share of Voice
Images from TweetReach Blog – 2 April 2012http://blog.tweetreach.com/2012/04/5-essential-easy-social-media-metrics-you-should-be-measuring-right-now/
google.com/alerts
google.com/analytics
website analytics / Facebook insights
Image: http://www.jisc.ac.uk/sites/default/files/analytics.png
What should you do when people interact on your social media sites?
Up/Cross - Sell
Special Offer
Case Manage
What are you going to do about getting started?
How do you manage it all?
hootsuite.com tweetdeck.com
The do’s and don'ts of social media
Do lots of this• Discover where your
community is• Use each platform
differently• Focus on your cause• Measure the impact social
media is having• Share a mix of content
Stay away from this• Feeling the need to be
everywhere• Cross-post across all you
social media channels• Focus on fundraising• Move forward without a
strategy• Just talking about yourself
What will you will you do next?
Workshop evaluation
Want to know more?
More info: digitalcapability.com.auRegister for eUpdates: bit.ly/digitalcapability
Follow on: Twitter - twitter.com/digitalcapabili
Facebook - facebook.com/digitalcapabilityLinkedIn - bit.ly/DCLinkedIN
Google+ - bit.ly/DCGoogleplusPinterest - pinterest.com/vanguardvisions
