www.budigitalhub.co.uk 1 The Digital Hub Visit Wiltshire Online marketing seminar Social Web Dr Philip Alford DIGITAL HUB [email protected]Tel: 01202 961646 Twitter: @philipalford
Social Media presentation made by Dr Philip Alford to Visit Wiltshire members.
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1. The Digital Hub Visit Wiltshire Online marketing seminar
Social Web Dr Philip Alford DIGITAL HUB [email protected]
Tel: 01202 961646 Twitter: @philipalfordwww.budigitalhub.co.uk
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2. Agenda Introduction Why is social media important? Some
facts and figures Setting the scene where are you now and where do
you want to be? Where does FB fit into that? Having a plan Case
studies/websites Measuring what you dowww.budigitalhub.co.uk 2
3. Introduction Senior Lecturer at Bournemouth University
specialising in digital marketing Leading Digital Hub project On
Board of Visit Wiltshire Limited Chairing Online Working Group
Commercial role with online marketing agency network:
http://www.tourismustraining.at/en/our- team/www.budigitalhub.co.uk
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4. www.budigitalhub.co.uk 4
5. www.budigitalhub.co.uk 5
6. Its influence is rapid Title and increasingSocial networking
in Europe increased by 10.9% in 2010: Thehighest seen in any global
region.75% of consumers dont believe companies tell the truth in
theiradvertisements: Consumers are increasingly turning to
theopinions of other consumers for information.46.7% of consumers
do write reviews and 29% of consumersconsider positive reviews as
the most likely factor to make thembook a holiday online: 25-40% of
people who leave a hotelwebsite do so to read an online
reviewwww.budigitalhub.co.uk 6
7. Social Media Revolution 2011
http://www.youtube.com/watch?v=QzZyUaQvpdcwww.budigitalhub.co.uk
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8. www.oregonkayaking.net Learning is like rowing upstream: not
to advance is to drop back. (Chinese Proverb)www.budigitalhub.co.uk
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9. Quick questionStarting from now, how many people willhave
joined Facebook by the end of ourevent?> The
Countwww.budigitalhub.co.uk 9
10. Facebook Twitter Pinterest LinkedIn Blog User reviews
Social bookmarking AddThis Flickr YouTube RSS
www.budigitalhub.co.uk 10
11. Social objects Profiles in social network sites Status
updates in social sites Blog posts Tweets in Twitter Pictures on
picture sharing sites like Flickr Social bookmarks Videos on video
sites Presentations on Slideshare etc. etc.
etcwww.budigitalhub.co.uk 11
12. Social WebDiagram adapted from the book Social Media
Marketing An Hour A Day, by Dave Evans www.budigitalhub.co.uk
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13. AnEngagementFramework y Aw cac Suspect ar vo en Ad ess Pro
er nc spe Influe ct Cu te Co s to ca m vo er Ad st nv rsi re e Int
e on www.budigitalhub.co.uk@KarlHavard 13
14. Setting the scene Where are you now? What online marketing
are you currently doing? Where do you want to be and why? How are
you planning to get there and what challenges do you
face?www.budigitalhub.co.uk 14
15. Social media objectives What are your marketing objectives?
Increase page rank of your web site Raise brand awareness
Understanding how consumers perceive your brand, and what
terminology they use to discuss it Drive people to register for
your newsletter (integration with email marketing) Promote specific
events Improve service through customer feedback Gathering ideas
for new products and marketing campaigns Word of mouth and
influencewww.budigitalhub.co.uk 15
16. Facebook A status update!www.budigitalhub.co.uk 16
17. How to? Get involved Listen and watch Converse Add value
Engage Build trust Build influencewww.budigitalhub.co.uk 17
18. The importance of a Social Media marketing planFor an
effective marketing plan it is important to think about 4 main
concepts: Attraction: How to draw people to your business
Retention: How to keep people coming back Conversion: How do you
get people from like to buy Measurement: How to determine if any of
this is workingwww.budigitalhub.co.uk 18
19. Setting up a FB pageWhat will the aims of your page be:
Engage your customers Encourage them to leave reviews Drive traffic
to your website An opportunity to add content about your
productwww.budigitalhub.co.uk 19
20. Setting up a page
21. Build your page To succeed with Social Media it is
fundamental to have a content strategy and brand your profiles.
This means: Design your FB page along the same lines as your
website for consistency http://www.facebook.com/Hotel.Seppl.Pitztal
The exact dimensions of this cover photo are 851X315. Read more:
http://blog.hubspot.com/blog/tabid/6307/bid/5492/How-to-
Create-a-Facebook-Business-Page-in-5-Simple-Steps-With-
Video.aspx#ixzz2C26VgXUI Bringing quality and relevant content use
the custom tabs on FB e.g. FB events
http://www.facebook.com/beastandtheharewww.budigitalhub.co.uk
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22. Cover photowww.budigitalhub.co.uk 22
23. Promoting your Facebook page Add the link to your email
signature (when you get 25 fans you can create a short link with
just your brand name) Add the link to your business card,
brochures, leaflets, adverts, etc Invite people to like your page
but choose your advocates first and make sure theres lots of
engaging content on there Email people to build your audience
Sponsored stories Keep your page fresh and tasty Seed the link to
the page in relevant Facebook pages Identify relevant bloggers and
make them aware of your page Refer across channels e.g. Add a LIKE
button on your website e.g.
http://www.manorbarnbedandbreakfast.co.uk Download free stickers:
http://www.facebook.com/business/buildwww.budigitalhub.co.uk
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24. Make your content shareablewww.budigitalhub.co.uk 24
25. Engage & Retain Successful posts are: Short: Posts
between 100 and 250 characters get about 60% more likes, comments
and shares Visual: Photo albums, pictures and videos get 180%,
120%, and 100% more engagement respectively; e.g. video on
http://www.facebook.com/StateBicycle generated 16 comments
Optimised: Page Insights help you learn things such as what times
people engage most with your content so you can post during those
hours Build strong relationships by better understanding customers
through listening and helping them. (Respond to comments and leads
in a timely manner) Recognise and promote members of your social
communitywww.budigitalhub.co.uk 25
26. Engage & Retain Be succinct, friendly and
conversational Ask questions or seek input Give access to exclusive
information and specials Inform and educate where relevant Be
timely by posting about current events, holidays or news Post at
least 1 to 2 times per week so you stay top-of-mind and relevant to
the people who like your Page. Promote your posts (available to
Pages with 400 or more likes): So for $5 we doubled our posts
reach, received nearly a 24 percent increase in post engagement,
and two additional page likes. Not too shabby at all.
(http://socialmediatoday.com/node/548008) Failure to respond can
cause churn of 15% of existing customerswww.budigitalhub.co.uk
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27. ROI Conversion & revenue
Interactionwww.budigitalhub.co.uk 27
28. ConversionFew things to take in account in order to improve
your Social Media conversions: Offer booking from within the FB
page: http://www.facebook.com/Hotel.Seppl.Pitztal Enable email
sign-up from FB page: http://www.facebook.com/BUDigitalHub
http://www.newforestactivities.co.uk Offer a secondary call to
action (CTA) to persuade visitor to maintain a connection with you
FB Offers:
http://www.facebook.com/help/410451192330456www.budigitalhub.co.uk
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29. Measurement FB InsightsMeasure the impact of your
conversion is critical to see if you are making headway. Some
suggestions for a simple and effective metrics are: Start to use
some traffic reporting software such as Google Analytic, FB insight
(helpful short video at
http://www.facebook.com/help/336893449723054/) Useful video by
Hubspot: http://www.youtube.com/watch?v=6aehIYSgYwU Track your most
popular links Track how many followers and mentions your business
get Determine where your best traffic is coming from Analyse by
type of postwww.budigitalhub.co.uk 29
30. People talkingPeople Talking About This measures
user-initiatedactivity related to a Page, including posting to
aPages Wall, liking, commenting, sharing a Pagepost or content on
the Page, answering a Questionposed to fans, mentioning a Page,
liking orsharing a deal or checking in at your
Place.www.budigitalhub.co.uk 30
31. Privacy Page admins never have access to an individuals
personal data in Page Insights. Page Insights gives Page admins a
number of aggregate metrics, including: the number of people who
like their Page, how many people see a post and how many people
clicked on the post. These metrics are created by logging and
aggregating peoples activities related to the Page. The kind of
activities logged include: seeing a post from a Page, clicking on a
post or liking or commenting on the post. Facebooks data retention
policies require that the information collected that provides Page
Insights are kept by Facebook, not Page admins. Of course, the Data
Use Policy also determines how the logs are used. We take a number
of measures to make sure that these aggregated metrics remain
non-identifiable. For example, demographics insights are only
provided once 30 users are part of that demographic. Page Insights
are also only available to pages with more than 30 likes. Facebook
doesnt use any data for Page Insights from people who dont have a
Facebook account or who are logged out. If you dont want your
anonymized data to be included in Pages Insights data, log out of
your account when visiting the relevant Page.www.budigitalhub.co.uk
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32. Pitfallswww.budigitalhub.co.uk 32
33. UA case study
http://www.youtube.com/watch?v=5YGc4zOqozowww.budigitalhub.co.uk
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34. You will be exposed for not living your brand Live your
brand, and ensure your employees do -www.budigitalhub.co.uk or you
can be exposed socially, digitally and offline 34
35. www.budigitalhub.co.uk 35
36. The Social Web Can raise your profile Can deliver more
traffic Can deliver better conversion rates Can open up more
conversation opportunities Can help you build a better
relationshipwww.budigitalhub.co.uk 36
37. Storytelling getting Title among the heard noise Leaders
engage with their stories of identity, stories of who we are and
where we are going. Brands and organizations, the best ones, tell
similar stories of identity, and they tell them often. Prof. John
Sadowskywww.budigitalhub.co.uk 37
38. Telling a story via Facebook and integrating that with
email marketing http://www.youtube.com/watch?v=A
-iH6wC7QOswww.budigitalhub.co.uk 38
39. IMPORTANT QUESTION Why would I want to be engaged with my
site on Social Media?www.budigitalhub.co.uk 39