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Social Media for Success: Intro to Social Media & Networking
Darcie TannerDigital Media GeekCIVIC
Introduction
Why social media?
Respond to…
Learn from...
Engage with...
Listen to...
Today we are going to lead a conversation. We will talk about…Social Media
How to use Twitter, LinkedIn & Facebook for your business
Developing an audience
Developing a strategy
Tools & applications
Companies are desperatelyunder-prepared to deal with
the risks and opportunities associated with Facebook,
Twitter and LinkedIn.”
- AccountancyAge 5 Nov 09
Join the conversation
Social media begins and ends with listening; you need to enter the conversation to add value.
Some brands are stillstruggling with the power of
social media. It’s not afad, it’s a fundamental shift in
the way we communicate.”- Neil Potter
Digital Agency Blog
Brands need to communicate to prosper.
Social media is…
A type of online media that expedites conversation as opposed to traditional media, which delivers content allowing readers/viewers/listeners to participate in the creation or development of the content.
Social media is not…
Social networkingSocial marketing
Social networking is the building of connections among people who share interests, relationships or activities through a service such as a social networking site (i.e. Facebook, LinkedIn, Twitter).
Social marketing is another marketing type completely and has been around for ages.
Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioural goals for social good.
Social media Channels
The difficulty with social media is the choice.
500 million members
59% users aged 18-44
25 billion types of content sharedevery month
> 4 million users become fans ofpages daily
© Razorfish.com
You can:
Send updatesCreate pollsPost eventsAdvertise the pageConvert visitors to fans
FAQ: Should you set up a group or a fan page?
Groups:
Are you an organisation, charity or club?
Groups allow bulk invites to be sent by admins and members.
Groups are better for quick active discussions and attention.
Example 1 Example 2
Pages:
Are you a brand, celebrity or event?
Fan pages are visible to unregistered users and are indexed.
Pages are generally better for long term relationships.
Example 1 Example 2
TIP: You do not need a Facebook account to set up a fan page.
In fact, doing it on its own is better because your personal account won’t be tied your promotional page.
Social Media isn't free, it costs time. Ensure you have resources and time to add new content and engage.
Unique US users: 17 million
62% of users are 24 - 54
Share content (yours & others) with followers
More than 90% are moderate to heavy users
Enables:Access it on the goReal time news
19% of internet users now say they use Twitter or another service to share updates about themselves, or to see updates about others.
With Twitter you:
Put a human face to your companyEngage in real-time conversationsGain immediate feedbackRespond to questions and problems
First steps:
Consider your tone of voiceSearch for relevant usersListen and respond to othersBe prepared to wait a while for resultsEnter into conversations
Terms:
ListsHashtagsTrendsRSS feedsAnalytic tools (metrics)
The world's leading video sharing website
YouTube
24 hours of content uploaded every Minute (28,800 every day)
16.6 million daily visitors
2 billion videos viewed a day
Top Tips:
Use descriptive titlesUtilise tagging and keywordsConnect with othersBrand your channel
YouTube
First steps:
Test your audience with a sample videoEmbed it on your site, blogs and Facebook page
YouTube
YouTube Insight is avaluable tool:
Age range/genders of viewersViews over timeWhere visitors are coming fromSee where people tuned in and out
YouTube
Great for making contact with similar professionals
It’s about connecting & building relationships
43 million registered users
Extend your profile with feeds from your blog / website
95% of companies use LinkedIn to find & attract new staff
First steps:
Create a personal profileInvite your contacts to connectJoin the most active / relevant groups and discussions and participateTake part in LinkedIn AnswersCreate your own groupFollow like minded companies, organisations & partners
Enables the information you want to come to you.
Helps to organise and simplify following what is happening with your brand.
RSS
Provides a way to push information from to all your social platforms.
RSS
Google reader
PC: Feed Demon
RSS
Mac: NetNewsWire
Tools:
RSS
Website
YouTube
Facebook Twitter
Blog
RSS
WebsiteLinkedInBlog/
A geo-location check in application.
Check-in placesReceive pointsBecome a mayor
Foursquare
OffersRecommendationsEvents
First steps:
Create personal profile Create your venueConnect with peopleSpread the wordAdd eventsIncorporate hashtags
Foursquare
Example 1
Foursquare
Foursquare
Best practice:
Only check-in when you are at the venue/eventDon’t post every check-inDon’t check in multiple locations at onceLeave tips for others
Other
Del.ic.iousDiggWordpressFlickrBebo
MySpaceBloggerTumblrFriendfeedPosterous
Offering Value:
Offer something of value, and don’t fail to take part in the conversation.
Something amusing or entertaining
Some valuable information (e.g. a report)
Advice or mentoring
A discount
Etc..
Benefits of these tools
Social Media is not about replacing other forms of communications, but to supplement them.
Developing your strategy
Listen and learn: Before you start with social media you must...
Observe your audiences’ social media habits
Be aware of online dialogue related to your brand
Look at your competitors’ social media footprint
If you’ve ever done a regular marketing plan, it’s similar.
Vision and ValuesObjectivesAudiencesChannelsEvaluation
Vision and Values: An example: Vox Motus
Vox Motus
Vision:To thrill audiences with exceptional experiences
Vox Motus
Values:
Encourages and embraces new thinking in all areas of its work
Aims to be creative and ground-breaking in every interaction
Aims to create work of an exceptional standard
Thrives on collaborative experiences and share their passion for theatre
Objectives:
Objectives should be measurable,achievable and specific.
In social media, it may be best to thinkin terms of:
Brand awareness goalsCampaign-specific goalsRelationships with users
The primary pilot project objective was to increase audience numbers, with a particular emphasis on 18-35 year olds, into the theatre to see Slick.
Increase site traffic
Generate a ‘buzz’ around Slick.
Encourage interaction between the target audience and Vox Motus once Slick finished.
Provide Vox Motus with the capacity to deliver future digital marketing campaigns of this style and scale for further theatre productions.
An example: Vox Motus
Vox Motus
Audiences and Channels:
For each audience, create a sketch showing:
Your websiteSocial media channels you wish to useThe interactions between them
Create an architecture for each audienceVox Motus: Young People
Vox Motus
Create an architecture for each audienceVox Motus: Professional Network
Vox Motus
Understanding the options:
It pays to reign in your efforts and concentrate on your existing strengths. Before doing anything, ask yourself:
1) Does the strategy meet my objectives?2) Does it play to my strengths (use existing assets)?3) Is it good etiquette?4) Does it provide value?
Measuring Success
Tailor your measures to your program and objectives
32
Two main types of activity:
Awareness buildingSeeking conversions (sales, sign ups etc)
Awareness Building Campaigns
Measure depth of engagement, understand theaudience
Volume and reach (number of retweets, mentions etc)
Demographic information
Sentiment (is feedback positive)
Level of engagement (how long did someone spend on your content)
Measuring Success
Call-to-Action Campaigns
Measure the number of conversions
Increase newsletter subscriptions by 10% per month
Number sign ups to an event
Sales
Website hits
Measuring Success
Vox Motus: YouTube
By the end of September 2008 there had been2,850 views of the YouTube videos, with 1,925alone for the main trailer alone.
Target demographic of 18 – 35 year olds accounted for just over 20% of the total viewing figures.
Over 50% of users found the videos through an embedded player on another website.
Vox Motus
Vox Motus: Facebook
The number of Fans currently sits at 407.
There have been over 5000 views of the Facebook page.
The 18 – 35 target age range accounts for 90% of the total users of the Facebook Page.
Vox Motus
How to get started
First steps:
UsernamesLogoBioDesignAccount setup
Tools
Tools:
Some applications to help get you started & measure your success:
Tweetdeck: Desktop (Mac & PC), iPhone
Hootsuite: Desktop Mac & PC
Twitter for iPhone
UberTwitter recommended Blackberry client or the Twitter Blackberry client
Tools
Metrics:
Bit.ly Link tracker
Google Analytics
Inner app analytics (Facebook/YouTube/Wordpress/Flickr)
Tools
Find fans/followers:
Add links to your websites Announce on your other platformsAdd to email signatureMention in your newsletterImport from email
Twitter Search – location, topic, interests Twitter suggestionsFacebook AdsReferrals
Tools
Darcie TannerDigital Media GeekCIVIC
www.civicuk.com@CivicUK
@DarcieC
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