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Step into Social Media
Sue Anstiss, Promote PR
Our current clients
• Quick bit about you...• Your experience of social
media?• What you’d like from today?
First newspaper published
Computer1970175
21916 1930’
s2012
TVRadio
The old communication model
was a monologue.
3000The average person is exposed to
advertising messages/day
The new communication model
is a dialogue.
what is social media?
Is it this?
It’s actually this….
Powered by this…
Social media...
People using tools(like blogs and video)
& sites (like Facebook and Flickr)
to share content and have conversations
online.
How can Social Media be used?
• Generating sales leads• Product development• Customer support• Internal knowledge• Market & customer feedback• Rapid sharing• Executive leadership & visibility• Branding
It’s not just marketing…
Social media influences behaviour
o 91% say consumer reviews are their top aid to buying decisions
o 87% trust a friend’s recommendation over critic’s review
o People are 3 times more likely to trust peer opinions over advertising for purchasing decisions
* Slide courtesy of Digital Influence Group
Over half the NBA’s players(220+) are on Twitter
But how do we get
started?
Have a strategy
Photo by Utne.com
HOPE IS NOT A STRATEGY.
Listeno Find where your
audience is participating and indentify the influencers
o Read blogs
o Google your company name & your competition
o Use free tools that can help you listen
Relinquishcontrol
Free analytics to measure success
www.google.com/analytics
6. Give generously
social > media
Hint: Share some stuff.
Share your content
o Don’t be afraid to share
o Make your content easy to share
o Think like a contributor & not a marketer
See criticism as an opportunity
o Don’t try to delete or remove criticism
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an explanation and solution
Some tools to consider
Social networking sites
Over 30 million users
15+ million daily
UK STATS
Facebook Timeline
Facebook Advertisingo Facebook ads give you the ability to advertise
directly to specific demographic groups
Facebook Advertising - Targeting
o Locationo Ageo Sexo Keywords (appear in your
users profile)o Educationo Workplaceo Relationship statuso Relationship interestso Languages
Like buttons to attract fans
Add the ‘like button’ to your
website and emails
Facebook Connect
Make you website more social by integrating with Facebook
things to do…
1. Create a page to promote your brand
2. Attract more fans with tools
3. Encourage a discussion and participate frequently
4. Share and add value for your fans
5. Have a clear plan for content
please don’t…
1. Create a page and fail to maintain it
2. Use hard sell approach & talk too much about yourself
3. Censor comments
4. Spam fans with too frequent messages
5. Believe that ‘if you build it they will come’
Over 55 million members
In over 200 countries around the world
A new member joins LinkedIn every second
Using video sharing in business
Using video for business
10 great ideas!
4,000,000,000The number of photos archived on Flickr.com
Photo sharing for business
Nike collects consumergenerated #makeitcount
photos submitted via social media
200,000,000 blogs
Source: Universal McCann Comparative Study on Social Media Trends April 2008
73% of active online users have read a
blog
tools
Who I follow…
getting you started…
1. Find and share useful content
2. Pose questions and reply to others
3. Keep it fun - put a friendly face on your brand
4. Use a photo and keep your bio complete & updated
5. Know what people are saying about your brand
things to avoidDON’T…
1. Sound like a press release – you’re in a social space
2. Spam with constant links to your website
3. Post useless information – who cares what you had for lunch
4. Worry that you don’t have many followers… it takes time
5. Follow thousands of people just to get more followers
And don’t forget...
1. Photo posts... ...receive 50% more impressions than any other post type or media type
2. Quotes ......provide 22% more interactions when compared to all post types
3. Questions... ...generate almost twice as many comments as any other post type
4. Links......are 87% more likely to be shared than any other type of post
Source: Roost.comStudy evaluating 10,000 Facebook and twitter posts by 8,000 small businesses across 50 industries
Geo-location services
Google +
IF YOUR PRODUCT IS RUBBISH, SOCIAL MEDIA WON’T FIX IT.
Photo by arlen at
Flickr.com
HOWEVER, IF YOUR CUSTOMER SERVICE IS RUBBISH, SOCIAL MEDIA
CAN HELP
IF YOUR COMPANY’S WORD OF MOUTH IS RUBBISH, SOCIAL MEDIA CAN HELP
In summary…
o Plan
Some reading material...
Sue Anstiss 01628 630363
[email protected]@sueanstiss
http://uk.linkedin.com/in/sueanstiss
www.promotepr.com
Grateful thanks for help with my slides to:http://bonafidemarketinggenius.com
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