Go social
Social media for small businesses
Introducing Jo Smith
Today's plan
What is social media and who's using it?
How does it fit in the marketing mix?
Facebook
Twitter
Keeping track of it all
What if it all goes wrong?
What do we mean by social media?
Your turn
The differences explained?
Weve been here before
Do we have to?
Your turn
80 per cent of UK homes have internet access46 per cent of UK
homes over 65 have internet accessSome stats (source: Ofcom,
October 2012)58 per cent of UK adults have a smartphone58 per cent
of people with internet access download social media apps64 per
cent of UK adults have changed how they communicate
69 per cent of people who had good customer service interactions
were happy that their customer service complaint was resolved
quickly67 per cent of people who had bad customer services
interactions blamed the length of time to resolve them.Some stats
(source: Directional Research, Jan 2013)
The (traditional) marketing mix
Advertising
Promotion
Public relations
Publicity
How is social different?
Personal
Dialogue
Immediate
Free
You're in control or not
24/7
Your turn
Know your target
Your turn
Who's using social media?
Source: Mashable April 2013
Does it have to be me?
I don't have timeI've got nothing to sayWhat if no-one
responds?
Some Facebook stats
Daily active users have reached 665 million
Monthly active users have passed 1.1 billion
751 million mobile users access Facebook every month Mobile only
active users total 189 million
80 percent of social media users prefer to connect with brands
through Facebook. (source: Business2Community)
A whopping 77 percent of B2C companies and 43 percent of B2B
companies acquired customers from Facebook. (source:
Business2Community)
More stats on Huffington Post
Potential for businesses is huge
How can you stand out?
How can you engage?
Facebook users in Kintyre
Total population (2011)5144
Total (local) Facebook users:3560 Campbeltown
4100 including Tarbert
6510 including Lochgilphead and Ardrishaig
11,110 including Ardrossan
Campbeltown 3000
Machrihanish 60
Southend 360
Carradale 140
Tarbert 540
Ardrishaig - 450
Lochgilphead 1960
Ardrossan - 4600
Find your audience
Your turn
Facebook for people
Facebook pages
People versus pages
For private individuals
Have friends
Can pro-actively interact with individuals
Can join groups
Privacy settings
For businesses,
Have 'likes'
Can only make general posts or reply to others
Can't join groups
See user stats
Your turn
Who sees your posts?
Facebook moves the goalposts
Share the love...
...take advantage of your friends
Your turn
How to keep 'em coming
Ask a question
Have a poll
Tip of the day
Keep it local
Shout outs
Acknowledge mentions
Create events
Keep it short
Use images
Use video
Use your customers
Use the experts
Your turn
Some of my favourites
Bute and Cowal Vets
Say it with Brownies
Little Pet Biscuit Company
Premier Equine
Back in 10 minutes
Twitter
140 characters
Share links
Share pictures
Direct contact to public figures
It's published watch for the legals
It's about quality, not quantity
Your turn
Twitter great for...
Fast moving news
TV events
Picking people's brains
Rumours
Getting yourself into trouble
Get started
Choose your user name - carefully
Write your profile
Personal or business?
Start following
Get involved
Get excited
Keep it going
What's trending?
Hashtags #
Group posts together
Indicate irony or humour
Use the tab to see what's trending
Use it to join a conversation
Track your tweets
Be careful....#aurora
Your turn
What works for business
Easy sales?
Twitter etiquette
Content relevant, interesting, clean!
Frequency and timing
RT, MT, HT and via (good reasons to stay under 140
characters)
Sharing links
Sharing pictures
Twitter etiquette - via Mashable
Separate personal and business?
Your turn"The message has to be: 'We trust you with a baton and
with the right to take away someone's liberty, I think we can trust
you with a Twitter account', Gordon Scobbie, former DCC Tayside
Police and ACPO SM advisor
Keeping track of it all
You can automate
Careful! - Autotweets can be out of time
Facebook and Twitter don't always mix
Meet Lee Pearson
Keeping track of it all
Hootsuite
Tweetdeck
Twilert
Google
Twitter lists
Whatthetrend
Tweetreach
Storify
Facebook page stats
Hootsuite
Tweetreach
Tweet reach report
#fail What if it all goes wrong?
Your turn
Social media response assessment flowchart
Assessment
Discover blog posting about your org. Is it positive?
No
TROLLSIs it a site dedicated to bashing your org?
RAGERIs this a rant, joke, ridicule or satire?
MISGUIDEDAre the facts incorrect?
UNHAPPY CUSTOMERIs this the result of a negative experience from
one of your customers?
FINAL EVALUATIONBase response on circumstances, influence and
prominence of bloggerWill you respond?
No
No
No
No
TIMINGTake time to create a good response. Dont respond in
anger.
SOURCESInclude or state your evidence eg links or other
references
TRANSPARENCYMake sure company connection is clear
TONEMake sure your tone reflects the councils professional
approach
INFLUENCEFocus on the most influential blogs dont respond to
all
Evaluation
Response
yes
yes
yes
yes
yes
yes
ConcurA factual and well cited response may agree or disagree
with the post, provided it is not negativeYou can agree with the
post, let it stand or provide a positive reviewDo you want to
respond?
No
Let the post stand no response
SHARE SUCCESSShare the blog with other
yes
yes
MONITORDont respond to specific posts
FIX THE FACTSRespond on the comment board with correct facts
RESTORE REPUTATIONRectify the situation, respond and act on a
solution
Response considerations
Adapted from USAF blog response flow chart
#fail
#susanalbumpartysus anal bum partySusanAlbumParty
#nowthatchersdead
My top tips
Be authentic
Engage don't broadcast
Grammar is your friend not the wife of Grandpa
Keep it short
Keep an eye on it
Acknowledge fast, respond slow
The product is free but time costs money
Any questions?
Jo Smith, Vindicat,07825 413 [email protected]
@geordiejo_jo
@vindicatprVindicat on FacebookNone the Wiser
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