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Slides that went along with a training session on social media and practical workshop to get people started. http://www.activwebwendy.co.uk
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Getting in on the Buzz
Social Marketing Workshop
Wednesday 10th November 20109.30 – 12.30
West Park Conference Centre, Dundee
Practical Workshop covering setting up and using social media tools with hints and tips for success.
By the end of the session you will have a business or community Face book page created and a work plan to
build your contacts and schedule your posts£30 per attendee
Bookings: [email protected]
facebook.com/activwebwendy
Workshop Basics
• Ask questions – nothing is stupid• Save stories to coffee break• Support each other• Happy to answer questions at end/by
email• Have a good time!• Help me keep to schedule
Ice Breaker
• Write your name, business and one thing/place/person last week that:– Inspired you– Made you laugh– Made you money– you visited– Something successful in your work– A company you want to do business with
words/acroynms/symbols
• @ - at symbol • # - hash tag• Tags – keywords and phrases – help get your
site/blog/posts found• Hyperlinks – start http://• RT – retweet• PM – private message• Social CRM – customer relationship manager• Traffic• Domain/URL = web address
Objectives
• An understanding of social media• An understanding of channels available
and what would be best for your business• A practical understanding of how to do it• Discover how it is being used by small
business owner and large brand• To start your plan for your Social Media
Strategy • Desire to “Get in on the Buzz”
What is Social Media?
• Content that is published with a social component i.e allows interaction
• Involves building communities, networks, encourages participation and engagement
• No boundaries of time or space, people can easily listen
• Anyone can promote anything to anyone• 3 parts – Publish, Share & Network• Publish what you have, share and then
network- it is not SELLING
Video – Ford Motor Company
• http://vimeo.com/15979645
• Getting others to tell others about Ford• Built Buzz prior to launch• Content came from the users• Used photo sharing, video sharing, • Exclusive content to Facebook• Built relationship and expectation• Direct to consumer by passing traditional
Traditional Customer Relationship Manager
Outbound Marketing – directed towards customer – customer getting good at ignoring these messages
Social Customer Relationship Manager
Inbound Marketing – the Customer is in control
Worksheet:1.Who do you want to reach?
Who are they? What problem can you fix?
Anyone who needs their boiler fixed or serviced– Landlords– Homeowners– Tenants– National Company– Aged over 25– Won’t probably be young
people living at home with parents
• Small businesses• Voluntary organisations• Large organisations• Individuals, • age, • gender, • profession, • Hobbies• Interestes
Without knowing who you want to target you won’t know where to target them
2.What do you want them to do?
• Enquire • Direct others to you to get more connections• Visit your website• Recommend your services• Sign up for newsletter (gather emails)• Order your goods or services• Recommend you• Like your page – build your contacts• Work with you – buy your services
3.What channels are available?
Channels Type of content• Photo sharing• Video sharing• Pod casts• Slide sharing• Skills• Knowledge• History• Art• Anything and everything
Video - You Tube
• People are watching 2 million videos a day
• Broad age range – 18-55
• Evenly divided male & female
• 52% visit weekly• Every minute 24hrs
of video is uploaded• Video content
delivered by search engines
• Great to create viral buzz and drive traffic to your website
What to share: Corporate Videos, Tutorials, How to Guides, Quirky Videos, Entertainment, News, Events, Songs, Poems,
• Business to Business• Individuals• Online networking • Connect through 1st
connections to 2nd connections
• Word of mouth recommendations
• 64% Male, • Average Age 51,
• Professional• 50% company
decision makers• 25% small business
owners
6 degrees of separation – between us and anyone else
MY LInkedIn Connections:Direct – 522 degrees away – 3,6003 degrees away – 329,600Total – 333,000 +
• Real time – what are you doing?• Tweet and retweet• Share links• Growth in older ages using Twitter• 18-24 most prolific users• Good for driving traffic to blogs• Criticised for not being easy to use• Link Facebook/Blogs to feed to Twitter • “I just got a Twitter account yesterday and it’s already connecting me with a whole
new world. As a blogger and freelance journalist, I’m always trolling for stories and a paid gig wouldn’t hurt either. With my handful of contacts, I’ve already found leads for both.”
• Fastest growing – if it were a country would be third largest in world
• More users than any other platform – (twitter 3.7m)
• Spending more time on than last year
• Comments, share, tag, add content, promote, offer advice
• Kelly of Scarlet Bakery – is going to tell us her story
• 500 million users• 50% Log on every
day• 25 million UK users• 20-29 age group
Stats courtesy of clickymedia.co.uk – August 2010
What else?Blogs – blogger, blogspot,Wordpress, Joomla,• great for sharing content and driving traffic to
website, easy to set up
Bookmark sharing sites:• StumbleUpon – submit and vote on webpages• Digg – community submits and votes on news
stories – strong following young males working in technology
• Del.icio.us – shares web bookmarks• Good to reach people with same interests and
hobbies – i.e people interested in photography, film, fashion,
• Get your site bookmarked and it could soon go viral!
4.What can you share?
• Information• Advice• Pictures• Video• Downloads• Powerpoint Slides• Hubspot recommend – Publish everything
you can wherever you can
It’s sometimes hard for businesses to give away information for free – it’s a new concept
Tips for sharing content
• Use hyperlinks – direct people to you• Use keywords – improve SEO –
facebook & twitter are getting indexed• Use hash tags on twitter – all connect
over an event or topic• Use direct words and acronyms – you
want others to retweet use RT• GIVE CONTENT FOR FREE! But ask for
email in return – don’t forget email marketing
Tips for sharing content
• Do it regularly• Plan it• Measure it – what is working and when• Reply to comments• Thank people who tweet your tweets• Not everyone will agree but let people
have their opinions• Learn from others• Can use PPC advertising to grow
Scarlet Bakery
How do you do it?
• Setting up accounts• Link them together• Use online and offline methods to
promote• Offer incentives to like your page or
subscribe to blog (free download)• Build your connections – ask 1st
connections to introduce to 2nd
Some points to consider:
Be careful about copyright
Respect others privacy
Guard your own privacy
Be respectful to others
Consider who will use – 1 staff member or include everyone – may need a policy
Don’t be confrontational
Be responsive
Remember it’s permanent and open to being republished
Extra resources
http://blog.hubspot.com/
http://www.facebook.com/marismith
Invited to Get in on the Buzz Facebook Group for ongoing support
Next Workshop: Going Viral – Getting the Buzz Buzzing!
One last thing
• If you enjoyed today please tell your friends on facebook, twitter, linkedin, blog about it, upload a picture etc etc
• www.facebook.com/activwebwendy
Thank you
You worked really hard!
