PowerPoint Presentation

Social Media StrategyKilkishen Cultural Centre, Co. Clare12th July, 2014

Who is JSB?JournalistChamber of Commerce CEOPR LecturerMarketing ExecutiveEvent ManagerFundraiserEntrepreneurTech Startup Founder Young Minds Online Failed politicianDesperate for a New Challenge everydayBlogger & wannabe authorLife-Long LearnerThe Apprentice Finalist

Welcome & IntroductionsWho are you?Why are you here?Level of social media knowledgeWhat social networking sites are you using?

Course ObjectivesChoosing Social Networking sites right for your Business or OrganisationComponents of a Social Media StrategyDeveloping Content for Social Media SuccessAdvanced FeaturesMeasurementCase StudyDeveloping Your Strategy

What is Social Media?Regular media is like a one-way street.you read a newspaper, watch TV or listen to radio in order to be informed, entertained or engaged. But you cant comment or give your views.

So Social Media is like a two-way street.you can give your opinion, share links, re-tweet other peoples comments and become your own publisher of content.

And social networking sites are the platforms that allow you to share e.g. Facebook, Twitter, Pinterest, Flickr, Blogs, YouTube.

Why Should My Business/Organisation Use Social MediaFind new customers leads or referralsFind collaborative / strategic partnersBetter Customer ServiceDrives Brand Building & DifferentiationManage Your Online ReputationIncreases Trust in your Business or BrandObtain real Customer InsightsPromote your ContentKeeps Customers Engaged Drive Website TrafficTargeted AdvertisingReview the Competition

The Most Popular Social Networking Sites in Ireland FacebookYouTubeTwitterLinkedInGoogle+InstagramBlogsPinterest

Social Media in Ireland - StatsThe top social media networks in Ireland are Facebook (52%), YouTube (35%) and Twitter (23%) followed by LinkedIn (20%), Google+ (15%), and Instagram (9%).19% of Irelands 2.2 million Facebook users are between 35 and 44. Thats more than are on LinkedIn.

Irish people send more than a million tweets a day, and were the 10th highest users of Twitter per capita.

The largest group of social media users in Ireland are people between the ages of 25 and 34. Only 3% of Irish social media users are older than 65 years old.

(EightTwenty.ie, 2013)

Social Media in Ireland - StatsDigital behaviour analysis of social media use in Ireland found that 62% of adults aged 15+ have a Facebook profile

More than one third using Facebook daily

1 in 10 people tweet daily with an estimated 410,000 users each month

New social media accounts emerged as trends in the IPSOS MRBI survey with online social dating sites Tinder, Plenty of Fish and Grindr making an appearance in research for the very first time

These social networking sites see adults sharing personal and intimate information given the nature of the platforms

IPSOS MRBI, May 2014

The Social Media Revolution Writing For the Social LifeState a benefitProvoke a questionOffer useful information e.g. tips, advice, insightsAnswer a questionWrite for your readersReward the following Give Exclusives Ask for feedback

Handling FeedbackOr in other words - managing your online reputation

12Handling Feedback - TipsDefine the feedback - well thought out, rushed, fair commentary or emotional rantDefine where the comments are coming from - bad customer service, irate client, unhappy supplier etc.If genuine and posted in a professional manner - respond immediatelyIf aggressive, emotional, negative, irrational take it offline:thank you for your post/comment, we will look into this. PM / DM me your details and I will contact your directlyIf abuse continues block or reportRemember your followers see this so mind your Ps&Qs - stay en messageDont get personal A strategy of silence is not recommended

13Social Media Use PolicyAsk yourself the following questionsWho uses social media in our organisation? Who is responsible / decision-maker? What are the objectives of social media for our business/organisation? Will staffs social media behaviour affect our business/organisations online reputation? Do we need to discuss online brand reputation generally with everyone in our organisation? What about client confidentiality?Disciplinary proceduresRetention of follows/intellectual property?

14Developing Content for Social Media Success

You need a mix of content to share on your social channelsAsk yourself:

What content do I have already?What content can I create in-house?Do I need to out-source any content creation?What is my budget?What existing resources/expertise do I have in-house?

TASK: Answer these questions and document themGenerating Content/CampaignsAre you a Thought Leader or Trendsetter in your sector? Content Calendar Photos eBooks Email Newsletters (eZines)InfographicsFAQ Podcasts / Vodcasts WebinarsOnline PRWhite Paper Surveys Reports Blogs Posts

16Linking Your Content Facebook to Twitter www.facebook.com/twitter Facebook to Website: Post Status Update, copy Link into status field Twitter to Facebook www.twitter.com/facebook Twitter to Website use bitly.com to shorten urls Twitter to Blog use bitly.com to shorten urls You Tube to Facebook/Blog/Twitter Click Share and choose your social media platform You Tube to Website copy & paste Emded Code17Rules of Social Media MarketingDont take yourself too seriously. Social Media is about being social You must have well-produced engaging content Be clear about what you want your audience to do after consuming your content or engaging with your brandAlways add value. If youre not then your customers will lose interest and unfollow youSocial is a two way street. When contacted, respond. Its all about the conversation, so you need to strike one up!Proving content worth sharing is the best way to get your message heardTASK:

Lets prepare your Social Media Calendar for the next 6 weeks

Review: handout Social Media Content IdeasBest Times to Post on Social Media Facebook: Weekdays 6 a.m.- 8 a.m. and 2 p.m.-5 p.m.

Twitter: On weekends from 1 p.m.-3 p.m.

LinkedIn: 7 a.m.-8:30 a.m. and 5 p.m.-6 p.m.

Google+: 9 a.m.-11 a.m.

Pinterest: On Saturday from 2 p.m.-4 p.m. and 8 p.m.-11 p.m.

Blog: Monday, Friday and Saturday at 11 a.m.

But you must test your own platforms because your customers/followers may engage differently

http://www.entrepreneur.com/dbimages/article/1397237125-guide-best-times-post-social-media-infographic.jpg

How Often Should I Post

Review handout: Social media management in 34 minutes a day Setting your company up for Social Media SuccessSet out the business/organisations goals. Be as specific as possible and keep the objectives in mind for every imitative you execute Ensure you have the human resources necessary to implement the social media strategy. Before starting, ask yourself if you have the necessary resources, commitment and dedicationDraft and implement a social media use policyProduce enough content to sustain your social conversation. Put a plan in place that will enable you to consistently produce social media worthy content such as blog pots, infographics, videos and white papers (A report or guide helping readers understand an issue, solve a problem or make a decision)Know what sites your target market are using. Do your research and focus your energy where your audience are. Ensure your company website is prepared for the social media attentionCommit to making every campaign a social campaignSet budget for training, out-sourcing, advertising Components of a Social Media StrategyCreate goals and metrics. This will ensure that the resources and time you invest in social media is well spentAnswer the following questions when creating your social media strategy:

Who are you targeting with social media?How can you deploy social marketing tactics for measurable success?What goals or objectives do you want to accomplish and what are your distinct action items for each goal?

Components of a Social Media StrategyGoals/ObjectivesTarget MarketSocial PlatformsAction PlanContent PlannerKey MetricsMeasurement

Components of a Social Media Strategy

TASK:Lets document your strategyGoals/ObjectivesTarget MarketSocial PlatformsAction PlanContent PlannerKey MetricsMeasurement

Setting up key social media sites How to Set up a Facebook PageYou must have a personal profile Go to: www.facebook.com/pagesSelect: Create PageFill in necessary detailsAdd a profile picture (avatar)Populate your page and Share on your personal profileSuggest to friends

27Facebook TipsProfiles are for peoplePages are for businessSelect a permanent name and categoryUse the info tab for company detailsCustomise your url e.g. facebook.com/digitaltraininginstitute Promote your page - fresh and rich content - exclusive news, photos, video, linksMeasure engagement with insights - comments, LIKES, postsAdd FBML (facebook mark-up language) - you need a developer to customise tabs Groups - max messaging to 5,000 peopleChoose your Landing Page - wall, info, events, promotionCross promote content on other platforms28Benefits of Facebook PagesVisibility in the Search Engines

Adding Rich Multi-Media Content video, photos, links

Share status updates in Fans News Feeds

Adding Events, Reviews, Notes to your tabs

As tabs have specific URLs you can use as landing pages

Unlimited number of fans

Targeted Advertising

Customer Insights who, what, when, why

More functionality in terms of APPs29Personal Profile V Business PageThe Rules: Its against Facebook terms to use a profile for a business. SEO: Fan pages are indexed by search engines. Profiles are not. Build your Following: Fan Pages can have an unlimited number of fans. Profiles are limited. Personal profiles max is 5,000. Multiple Brand Platforms: You can have multiple fan pages, but only one personal profile.Features: More features for business on a business page

* Good news: you can now change your personal page to a business page (but it is a permanent action!)

30Changing a Personal Profile to a Business PageHow do I know if I have a Personal Profile or a Business Page?

Simply, you can send and accept friend requests - business pages only have Likes

Need to change over? Joanne will send step by step guide

31Secrets of Facebook PostingFind your rhythm - how often to post and what to say - it must reflect your business product or serviceFind your authentic voice - be human, be real, be conversational. Share videos of your company, photos of you, staff or product, clientsSet Aside Time Make Facebook part of your marketing strategy and set aside time daily - to check for notifications, comments, likes & to post - time is relative to each individual business or organisation but 5-20 minutes daily is a good rule of thumbShare News & Exclusive Content - now give your followers a reason to LIKE your page and to keep them engagedEncourage Fan Participation - fun and engaging calls to action which encourage participation e.g. ask questions, ask for opinions, share posts that you love. Allow fans to post directly to your wall with questions, feedback and compliments. 32Secrets of Facebook PostingReward your Fans - post special offers just for your facebook fans e.g. discount codes & exclusives on new products. Or use a Check-In Deals that can only be redeemed in your store.Market your Facebook Page - promote your facebook page on your website (plug-ins and logo), ezine, newsletter, press ads, radio ads, point of sale material, email signature, business cards, brochures, menus etc. Landing Page - this encourages visitors to Like your page. You need a developer/designer to do this.Partnerships - Partner with other brands or local organisations to create co-promotions and encourage viral sharing with incentivesAdvertising invest in low cost targeted advertising

33Secrets of Facebook PostingExpand the Reach of Your Posts - When you mention a person or organization you are connected to in a post on Facebook, type the @ symbol, begin typing the name, and then choose them from the dropdown menu. Your post will automatically post to their Wall. Use Plug-Ins on your Website - Install a Like box on your homepage and a link on your newsletters and emails to drive people to your Facebook Page.

34Facebook Features for BusinessAvatar - this is your profile picturehttp://www.facebook.com/mediabox Customised Tabs - tabs to suit your businessUse Socially Stacked or Tradable Bits Example: https://www.facebook.com/mediabox/app_599788450050788

Competitions / Promotions - offers, giveawaysNOT Like & Share https://www.facebook.com/abcbooks.ie/app_1437762159824978

Example: Check-In - people can tag themselves at your business and you record their details using an APP35Facebook Features for BusinessJoin my List - invite people to join your mailing list

Example: http://www.facebook.com/mediabox?sk=app_141428856257

Notes - publish press releases or longer posts hereExample: http://www.facebook.com/note.php?note_id=10150604243175057

Landing Pages - develop an engaging landing page using APPs Example: http://www.facebook.com/GleniskOrganic

36Links - Link to your website, interesting news bitsExample: http://www.facebook.com/mediabox?sk=app_2309869772 Send Updates to Fans - post regularlyDiscussions - start a discussion an engage and audienceExample: http://www.facebook.com/topic.php?uid=108968472464808&topic=302 Video - upload your own videos or those you likeExample: http://www.facebook.com/mediabox?sk=app_2392950137 Photos - upload your photos and tag people or pageshttp://www.facebook.com/media/set/?set=a.441750263306.242306.30579635336 You Tube - embed your you tube channelExample: http://www.facebook.com/mediabox?sk=app_136005869798458 Events - create an event and send invitations to your fansFacebook Features for Business37Facebook TipsNew to Facebook:Will you have a personal profile?Will you explore apps, ads, groups or pages?What will you track in terms of ROI?When will you get started?

Already on Facebook:What will you keep the same?What will you change?What will you do more or less of?How can you proactively improve the ROI?38Twitter MarketingTwitter is a website, owned and operated by Twitter Inc., which offers a social networking and microblogging service, enabling its users to send and read other users' messages called tweets. Tweets are text-based posts of up to 140 characters displayed on the user's profile page. Tweets are publicly visible by default, however senders can restrict message delivery to their friends list. Users may subscribe to other users' tweetsthis is known as following and subscribers are known as followers.

- Wikipedia

39How to Set up a Twitter Page Go to: www. twitter.com/signup Fill in necessary details Add a profile picture (avatar) Populate your page and start following friends/businesses

40Why Twitter for Business? Reach and interact with like-minded businesses and a wider online audience Deepen your customer relationships Attract new customers Forge relationships with other businesses engaging in online communications Encourage Word of Mouth marketing for your business Improve customer services (e.g. Eircom, UPC)

41The ABCs of Twitter@yourname = a public message to or about this person#= hash tag; helps you search and categorise posts on a topicTo follow = subscribe to their messagesTweeple = people on TwitterYour Twitter Handle = your Twitter name e.g. @jsmediaboxA Tweet = an individual messageA DM = a direct/private message on twitter. You can only sendthis if the other person follows youRT/Re-Tweet: = reposting a message from someone else onTwitter and attributing them for the contentTrending Topics = most discussed terms of the moment

42Finding Followers Look for people you know Look at other peoples profiles - explore lists Participate e.g. #followfriday #ff Hold competitions and provide special offersBe worthy of being talked about RT/RetweetAdd multi-media e.g. video, links, photosAsk and respond to questions - join the conversation Add your profile to your site and other marketing material online and offline e.g. email signature, business cards Use Advanced Search Add to your web page/blogUse the # to follow conversations/trending topics 43Connecting with Customers Listen to feedback Follow people back Engage in surveysMonitor what gets re-tweeted and number of viewsAnswer questionsWatch who follows and unfollows you and whenKeep your tweets on brandOffer value and even Twitter only offersRespond in context - dont stalk or hijack trending topicsor hashtags

44 Dont spam Give recognition and thank for re-tweets Stick to 140 charactersFollow people who follow youMind your languageDont hard sell - pitchDont just promote on your own site Be personalBuild relationshipsTwitter Etiquette45Twitter Tips Register your brand name Keep your name consistent over multiple platforms Make your handle memorable Listen to the conversation www.search.twitter.com Customise your profile and Twitter landing page Start tweeting before connecting Become a valuable resource Dont over-promote - build relationships first Showcase others Use bitly.com to shorten links There are no rules people have personal preferences Remember what you tweet is indexed in search engines Consider DMs for privacy46Measuring Twitter SuccessHow do you measure if you are being effective on Twitter or not?

Here are some tips on how to gauge whether anybody is paying attention to what you are saying or not.

Measure how many times people have Retweeted your tweets Measure how many @mentions/replies you have received Measure how many Lists you have been added to Measure how much traffic your site has received based on your tweets with links to your website Measure your number of followers

47Twitter TipsNew to Twitter: Who will be responsible? What will you tweet about? What will your track in terms of ROI? When will you get started?

Already on Twitter: What will you keep the same? What will you change? What will you do more or less of? How can you proactively promote ROI (Return on Investment?)

48LinkedIn is a business-oriented social networking site. Founded in December 2002 and launched in May 2003, it is mainly used for professional networking. As of 2 November 2010(2010 -11-02), LinkedIn had more than 80 million registered users, spanning more than 200 countries and territories worldwide.

- Wikipedia

49How to Set up a LinkedIn Profile

Go to: www.linkedin.com/reg/join?trk=hb_join Fill in necessary details Add a profile picture (avatar) Populate your page and add connections

50 Manage the your public professional profile Reach potential clients, service providers and subject experts Create and collaborate on projects, gather and share data Be found for business opportunities and find potential partners Gain new insights from discussions with like-minded businesses Discover inside connections that can help land jobs & close deals Post and distribute job listings to find the best talent for your company Why LinkedIn for Business51LinkedIn Tips Create a professional profile Build and nurture your network Join groups or create your own Search for people and companies Give endorsements Seek endorsements Use status updates Create your company profile Ask and answer questions Add applications to your profile e.g. resume app, export your LinkedIn connections to excel Promote your events Set up a LinkedIn Company Profile 52Measuring LinkedIn Connections

53Upgrade your Account

54Advertising

55Case Study

56Business BloggingWhat is it?"A blog is a web page made up of usually short, frequently updated posts that are arranged chronologically-like a what's new page or a journal."

The term is actually weblogs coined by Jorn Barger in 1997.

A blog is a type of website or part of a website. Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video.- Wikipedia57Business BloggingWhy blog? To present a more human face To build a community around a brand To provide expert advice in a sector / subject To improve visibility in search engines To provide regular news and updates from your business To manage your business reputation online To enable customers provide feedback on products and services To manage content To publish and share rich content e.g. video, links, photos

58Setting up a Business Blog Choose your software- blogger.com - free hosted service- wordpress.com - free hosted service typepad.com - paid for hosted service wordpress.org - free self hosted

Choose your topic / theme Customise your blog design Promote it integrate into your website tweet blog posts post blog links on facebook59Bringing Traffic to Your Blog List your Blog on Technorati Comment on other Blogs List your Blog on Google Tag your Blog posts - so they can be found on google Get listed on a blog directory Produce content for other blogs or websites Pay for online advertising 60Are you Ready to Blog Who is responsible in your business/organisation Align it with your corporate brand Integrate it into your marketing plan Engage key stakeholders in your sector Create and work within your corporate blogging policy Engage with your audience Make it easy to navigate Customise the design Make it easy to subscribe Build your community and connect to the blogospehere Establish goals and measure ROI61Online Video / AudioWhat is a Podcast?

A podcast is a buzzword to describe a very simple concept: an audio or video file available on the Internet for you to listen to and/or watch. A podcast can also refer to a series of these audio or video files (similar to how a TV or radio show can be a series of shows or just one show). When using the word podcast, most people refer to the entire series and not just one audio or video file.

- Podcast.com

62Online Video / AudioWhy Podcast?

Be a thought leader in your sector Lead generation - customer enquiries, sales leads Deliver training programmes/ tutorials online Promote events Record your events Internal communications Recruitment Customer service

63Online Video / AudioYouTube is a video-sharing website on which users can upload, share, and view videos. - Wikipedia

64Case Study - Media Box Online AD

65Podcast Equipment Microphone Microphone Cover Memory Card Tripod Tri-pod / uni-pod QuickTime Pro / Windows Media Player66 Search CreatingaEngine Results and Visibility Website Traffic and Time on Site Community of Brand Ambassadors Customer Service & Loyalty Sales and Word of Mouth Referrals Increased Productivity Reduced Overheads Product/Brand Awareness Reputation Management New Strategic Alliances Research & Consumer Insights Innovation & New Product Development Global ReachReturn On Investment Should Deliver

67Social Media Strategy & Measurement

Review Handout: Your Social Media Strategy in Action Case Study

Questions?Mentoring

Evaluation & Feedback

Thank You!