SOCIAL MEDIA:

PK VaishManaging DirectorLivelink New Media

Making Your Business The Hub

ABOUT ME • MD of a leading digital marketing agency based in

Manchester

• Specialise in relationship marketing using digital channels

• Expertise: Digital strategy, digital marketing, web design & development and user experience.

• Twitter: @VaishPK

HOW IS SOCIAL MEDIA RELEVANT to you?

?

• Social media can help to give your café a personality

• Coffee shops are natural places to meet and socialise

• People like to talk about things they are enjoying!

• It can help you to foster a sense of belonging

• Differentiate yourself from your competition

• Help you create conversations

• Create lasting loyalty

Social media influences purchasing decisions in 78% of

customers (Market Force)

FRIENDSHIP IS ABOUT CREATING a shared history• Some of the key qualities of a good

friend:

• Fun

• Unique

• Interesting

• Trustworthy

• Supportive

• Attentive

• Set your targets

• Social media types

• Pick your channels

• Engage your customers

• Offer promotions

• Use advertising

OVERVIEW

MEASURE• Step 1: Start off by defining KPI’s

• Step 2: Measure current position and look back 6 months

• Step 4: Set targets

• Step 3: Check out the competition

Facebook Analytics offers some great statistics and customisable charts to measure how you’re performing – its free and accessible to all page owners

SOCIAL MEDIA EXPLAINED WITH COFFEE

1. CHOOSE 1 OR 2 CHANNELS and focus on them

• You are time pressured - so don’t try and do everything

• Pick 1 or 2 channels and focus on doing them well

• Spend some time making the pages visually appealing

• Ensure the pages have accurate information (e.g. opening times), promotions, specialities

• Make sure you get into a routine of posting regularly

• Get your staff on board too!

CHANNEL 1

CHANNEL 2

2. ENGAGE YOUR CUSTOMERS

• Focus on a pull strategy

• Don’t sell - Make your products compelling to buy!

• Ask questions, listen, and respond

• Have a sense of humour

• Be local – be relevant

• Take advantage of current events

• Involve customers in your decision making

• Photographs and videos result in much higher engagement rates

• The more engaging your posts are, the more exposure they will get

• Attractive, seasonal cover photo showcasing products• 425 likes, 42 shares, over 20

comments!• Engaging with customers –

informing they can purchase the products on their website

• Facebook post • Highlights attendance at a

local event• Photograph of staff getting

involved• Received 32 likes

3. OFFER PROMOTIONS• Reward and retain loyal customers

• Attract new customers – e.g. Facebook offers

• Grow your community

• E.g. ‘Check in’ on Facebook to receive 15% off

• Facebook apps can be created to obtain customer details and offer rewards

• Twitter competitions – ‘retweet this to be entered into prize draw’

• Photo competitions – e.g. post photos of you enjoying your coffee using the hashtag #ilovePKsCoffee to win!

• App encourages engagement by asking customers to get involved

• Prize is on offer to encourage people to join in

• Fans must ‘like’ page to enter

• Opportunity to obtain customer contact details

• Recipe app created to encourage repeat visits to Facebook page

• Allowed customers to build their own weekly meal planner using recipes

• Customers rewarded for their participation with money off coupon for products

• Customers also able to submit their own recipes for the chance to win a bigger prize

USE ADVERTISI

NG

4.

• It’s increasingly important to take advantage of paid advertising to get the most out of social media platforms

• It helps you to grow your audience

• This allows you to segment and select who you want your message to be shown to

• It can be used to reinforce your message with your existing audience

USE ADVERTISI

NG

4.

• It can also be used to reach new audiences, for example, different age groups, locations etc.

• You’re usually charged by how many times a user sees/clicks on your ad

• You can set a daily budget for the amount you wish to spend.

• Sponsored story based on friend’s recent activity

• Friend updates status and ‘checks in’ to venue

• Ad created related to status update and is shown to that persons friends

Any questions?

@VaishPK@livelinkuk

livelinknewmedia.com