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Introducing Social Media for Small BusinessNeil Infield – Manager Business & IP Centre
[email protected] - @ninfield (twitter) - www.britishlibrary.typepad.co.uk/business
http://www.slideshare.net/infield/
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The British Library is for anyone who wants to do research - academic, personal or commercial
Work with an entrepreneur from another European country
• For new entrepreneurs who want to experience working in another country
• Or experienced business owners who want to bring new experiences, skills and perspectives to your business
• Funded by the European Union - it organises cross-border exchanges of 1-6 months
http://www.erasmus-entrepreneurs.eu/ or [email protected]
“Having an insight into the day-to-day activities of more
experienced entrepreneurs is a true eye-opener”
“We got on so well with the new
entrepreneur that we are now
partners with her company in
Madrid”
A bit about you…
7 out of 10 for social media
Three hours to cover all of Social Media?
• I can’t 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 ‘show & tell’
Source - http://www.sxc.hu/profile/garwee
What is Social Media?
• Free or very low cost – Facebook and WhatsApp
• or Freemium model - LinkedIn
• Simple technology - web browser or mobile Apps
• Lots of online help and guidance
• A fun interactive way of connecting people and businesses
What is Social Media really?
Why all the fuss about Social Media?
http://www.rosemcgrory.co.uk/2014/01/06/uk-social-media-statistics-for-2015
Active users in the UK
•Facebook – 31 million
•Twitter – 15 million active accounts
•LinkedIn – 15 million
•Pinterest – 4 million?
•Instagram – 300m globally
•Google Plus – ?
What will Social Media do for you?
• Find out what your• Customers• Critics• Fans
…are saying about you online
• Spot trends in your market - industry
• Monitor your competitors
What will Social Media do for you?
• Allow you to engage with your• Customers• Critics• Fans
…in a transparent manner
• Measure your impact
• Crowdsource your products and services
Developing your Social Media strategy
What are your business goals?
• Increase brand awareness
• Develop brand credibility
• Build a relationship with your audience
• Grow an online community
Developing your Social Media strategy
What are your goals?
• Increase website traffic
• Increase conversions (sales)
• Create loyal visitors to your site
• Improve customer retention
•Define your audience – and find them online
Which platforms should you use?
Work with your neighbour to complete pages 1 and 2 of the hand-out
Developing your Social Media strategy
Social Media Marketing is Content Marketing
Content Marketing is king because:
•Leads are eight times more likely to convert than outbound leads (Hubspot)
•Dramatically lower cost per lead than outbound marketing
•Build a trusting relationship with your customers - no hard-sell
Content Marketing via Storytelling
We all respond to a good story:
•Your brand story is not a sales pitch
•What makes you and your staff special
•What makes your customers special
•What makes your product-service special
Content Marketing via Storytelling
• Keep the story simple
• Mistakes you made along the way
• Lessons learned
• Success stories you are proud of
Blogging for Small Business
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
• To be found by Google
• Your social media hub
• Build trust in your brand
• Build an audience of regular readers
• Be seen as an expert
• To be safe…
http://www.sxc.hu/profile/Kurhan
Why you should blog
$500m loss!
How you should blog
• With passion… and patience
• For your audience
• On your own, or in a team
• Always about things related to your business
• Include a ‘call to action’ if possible
• Always inlcude links to other content
AlwaysRonsealyourblogtitles
Put the ‘good stuff’ in the first paragraph
• In combination with your other social media channels
• Using your web domain E.G. www.yourwebsite/blog
• Measuring using built in tools or Google Analytics
• Using this information to guide your future content
How you should blog
Share your blog posts
How often should you blog
http://blog.hubspot.com/
But does it really work?
Yes it does
My original post
My follow-up post
Time for your “About Me” page
“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-Business-Page-in-5-Simple-Steps-With-Video.aspx#ixzz2NMs3aw5H
Facebook for Small Business
1. Don’t use your personal profile – create a FB Page
2. Aim for 25 Likes so you can create a custom name E.G. www.fb.com/yourname
3. Post 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 should be enough
5. Once you get to 400+ Likes – switch to organic promotion
Five steps to promoting your business on Facebook
Source PC Pro Magazine
Crowdsource your products and services
Daily status updates – but no hard sell
• Peeks ‘behind the scene’
• Photos and videos of your company at work
• Show a keenness to interact – polls, quizzes
• You are allowed to have a point of viewe.g. yoga trainer on diet and exercise
What content should you post?
Persuade your customers to do yoursocial media marketing for you
Persuade your customers to do yoursocial media marketing for you
• Use tools to save you time - Buffer or Hootsuite
• Use Facebook Insights to measure
• Shares are most important
• Followed by comments
• Least useful are Likes
Manage and keep track
• What content has the biggest impact? - do more of the same
• Are people actually spending money on your website?
• Vanity metrics aren’t good for business - only your ego
Manage and keep track
• Facebook for Business gives you the latest news, tips, and best practiceswww.facebook.com/business
• How to set up your business pagehttps://www.facebook.com/business/learn/set-up-facebook-page
• How to post to your pagehttps://www.facebook.com/business/learn/facebook-page-create-posts/
Facebook tips from Facebook
Source pixabay.com
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)
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 you’ll reach the ceiling. Aim for the ceiling and you’ll stay on the floor. Bill Shankly (95 chars)
I can resist everything except temptation.Oscar Wilde (41 chars)
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 you’ll reach the ceiling. Aim for the ceiling and you’ll stay on the floor. Bill Shankly (95 chars)
What can you fit into 140 characters?
• 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?
• 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?
• 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
• Find trending topics and experts
• Find evangelists for your brand
• Make sure you 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
His first customer was Lady Gaga,
who bought 17 outfits for her
world tour!
• 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, Tweriod TwitterCounter
Twitter top tips
•Customize your page:• Change default profile picture• Use 140-character BIO space, using keywords
•Install twitter on your mobile
• Be careful with hash tags • How it was posted #susanalbumparty• How it should have read #SusanAlbumParty • How it was read #SusAnalBumParty
Twitter top tips
•Tweet throughout the day
• Spread your tweets - up to 10 a day
• Don’t ignore complaints - they are a test
• Switch to direct message (DM) instead of email
• Follow key tweeters including your rivals
Twitter top tips
Top 5 ‘twits’ quiz
UK
• 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
• Good for consultants, trainers and professions
• Great for B2B businesses
• Research and engage with potential customers
• Check out your competitors
• Get recommendations
LinkedIn for Small Business
Is Ben a clueless hippy or an industry expert?
• Twitter for photo sharing
• No pushy sales messages
• Use it to showcase your brand and customers
Instagram for small business
• Research - then use the best hashtags
• But don’t overdo it - 10 to 15 hashtags max
• Aim to get the best quality photos you can
• Encourage your customers to share their photos
Instagram for small business
Instagram pros and cons
Pros
•Lots of users
•Lots of millennials
•Lots of engagement
•Created for mobile devices
•Does now integrate well with other social media platforms
Cons
•Links don’t work
•Limited advertising
•Not many ‘golden oldies’
• Used to create theme-based image collections
• Browse other pinboards for inspiration
• 're-pin' images, or 'like' photos
• Relative recent… but very rapid growth
Pinterest for Small Business
Pinterest pros and cons
Pros
•Images can be linked to your 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
• Never managed to compete with Facebook
• But is incorporated in search results
• So definitely worth adding your presence to improve your Google ranking
Google Plus for Small Business
http://uk.businessinsider.com/what-happened-to-google-plus-2015-4
• People love moving images
• Google loves videos
• Demonstrate how things work
• Share your knowledge
YouTube for Small Business
• Hootsuite, Buffer or Tweetdeck to manage your posts
• Google Analytics and Facebook Insights to measure activity
• Wildfire Social Media Monitor
• Monitoring-Social-Media.com
• SocialMediaToday.com
Tools to help you
Hootsuite for monitoring content
Buffer for scheduling content
Share good stuff with
Share good stuff with
The newstandardfor websites...
• Aim to limit to 30 minutes a day
• Keep it professional – no bad virals
• Look out for new services
• Measure results and cull
• Posts with photos are viewed 75% more
• Posts with videos are viewed 57% more
My top tips for Social Media success
Stay focussed
Keep away from the lolcats
• Have a consistent brand / name across your social media platforms
• Don’t just lurk on social media
My top tips for Social Media success
• Make sure you contribute valuable content
Join - or create a community of interest
• Be a person online - but not too personal
• Aim to be ‘marketing lite’ - avoid spamming
• Have fun with it
My top tips for Social Media success
Source:@DaveFriedel
http://www.slideshare.net/infield/
