Post on 19-May-2015
description
Introduction to Social Media
Marketing and Brandingcreative.enactuslse.co.uk
creative.enactuslse.co.uk
creative.enactuslse.co.uk
creative.enactuslse.co.uk
Session Outline
1. Creating social media accounts.2. Using social media.3. Using third-party tools.4. Understanding analytics.5. Further learning.
creative.enactuslse.co.uk
Session Aims
• Create a Facebook and/or a Twitter account;• Create your 1st post on Facebook and/or
Twitter;• Know how to engage your audience;• Recognise the tools and resources available
to improve your online presence
creative.enactuslse.co.uk
1. Getting Started
• Creating an account;• Personalising your profile;• Build relationships.• Listen and discover;• Respond and connect;• Tailor to you and your audience’s needs;• Pay attention and evaluate.
Getting Started Using SM 3rd Party Tools Analytics Going Further
Getting Started Using SM 3rd Party Tools Analytics Going Further
• The most popular, full-fledged social network:– Media: Images, videos;– Status updates;– Sharing;– Friends and followers.
• Prerequisites:– E-mail address;– Authenticated Facebook account.
Creating a Facebook Account
Getting Started Using SM 3rd Party Tools Analytics Going Further
Creating a Facebook Page (1)
Getting Started Using SM 3rd Party Tools Analytics Going Further
Creating a Facebook Page (2)
Getting Started Using SM 3rd Party Tools Analytics Going Further
Getting Started Using SM 3rd Party Tools Analytics Going Further
• The most popular micro-blogging social network:– Media: images;– Status updates (called tweets);– Sharing (re-tweets);– Followers.
• Prerequisites:– E-mail address.
Creating a Twitter Account
Getting Started Using SM 3rd Party Tools Analytics Going Further
2. Using Social Media
• Creating an account;• Personalising your profile;• Build relationships;• Listen and discover;• Respond and connect;• Tailor to you and your audience’s needs;• Pay attention and evaluate.
Getting Started Using SM 3rd Party Tools Analytics Going Further
Using Facebook Posts• Make your first status update:
– Short, simple and engaging.– Include media where possible;– Behind the scenes.– Hashtags!
• Share updates you like from other people / pages:– Ensure it is relevant and it does
not damage your reputation;– Partner businesses (e.g. thank
yous).• Time your posts based on
your target audience.
Getting Started Using SM 3rd Party Tools Analytics Going Further
Timing Facebook Posts
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Overview of Facebook Admin Panel
Getting Started Using SM 3rd Party Tools Analytics Going Further
Facebook Interaction• Listen and discover:
– Monitor your messages, posts, and your wall;
– Track your reach and set goals / milestones.
• Respond and connect:– Thank your customers immediately
when you receive praises;– Offer support where needed;– Take time to address concerns;– Maintain a positive tone.
• Triple check:– Proof read;– Implications of your post.– Is this how you would like others to
interact with you?
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Improving Your Interactions• Tailor to you and your
audience’s needs:– Exclusive coupons,
information about sales and special events...
• Pay attention and evaluate:– Take note of what works, and
what does not;– Evaluate customer feedback,
interactions and engagement levels (which posts are more successful and which are not? Why?).
Getting Started Using SM 3rd Party Tools Analytics Going Further
Building an Audience (Giveaways)
Getting Started Using SM 3rd Party Tools Analytics Going Further
Building an Audience (Giveaways)
Getting Started Using SM 3rd Party Tools Analytics Going Further
Building an Audience (Promotions)
Getting Started Using SM 3rd Party Tools Analytics Going Further
Engaging an Audience (Trends)
Getting Started Using SM 3rd Party Tools Analytics Going Further
Generating Sales (Urgency)
Getting Started Using SM 3rd Party Tools Analytics Going Further
Using Twitter
• Employ similar strategies as with Facebook.
• Differences:– There is no post (tweet)
scheduling or analytics;– Twitter involves more
two-way conversations;– 140 characters limit:
clear and concise.– It is hard to control!
Getting Started Using SM 3rd Party Tools Analytics Going Further
Understanding Implications
Getting Started Using SM 3rd Party Tools Analytics Going Further
Evaluate Your Situation
Getting Started Using SM 3rd Party Tools Analytics Going Further
Plan Ahead• Use our marketing action template or
create your own.• Create a conversational calendar:– Ideas about what to talk about every week /
month (include hashtags).– Ensures you post regularly as you will have fans
online every hour (general rule: at least once a day).
– Do not miss any major events and news!
Getting Started Using SM 3rd Party Tools Analytics Going Further
Summary• The 4 Ps:
– Product / Service;– Place;– Price;– Promotion.
• AIDA:– Attention;– Interest;– Desire;– Action.
• More engagement = larger audience:– Be responsive and evaluative;– Plan ahead.
Getting Started Using SM 3rd Party Tools Analytics Going Further
Sun Tzu, The Art of War
“If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.”
creative.enactuslse.co.ukGetting Started Using SM 3rd Party Tools Analytics Going Further
3. Using 3rd Party Tools
• Branding (designing a logo);• Online competitions (selecting winners);• Social media management (simplify and
enhance your experience);• Analytics (measuring performance);• Media (create visually engaging content).
Getting Started Using SM 3rd Party Tools Analytics Going Further
Squarespace Logo
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www.squarespace.com/logo/
Business Cards
• uk.moo.com– 50 cards for £17 minimum;– Allows you to print different designs in a batch of
cards• vistaprint.co.uk– 250 cards for £8 minimum;
• Local printing shops– You can try looking around your neighbourhood
for printing shops– It is sometimes cheaper
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Online Competitions
Getting Started Using SM 3rd Party Tools Analytics Going Further
Social Media Management Tools
Getting Started Using SM 3rd Party Tools Analytics Going Further
Why?• Manage multiple accounts;• Scheduling for Twitter;• Rich analytics (understand
your audience);• Real-time notifications.• Options:
– Hootsuite;– Tweet Deck (for Twitter).
Other Management Tools
• MailChimp: create beautiful newsletters.
• Asana / Trello: task / project management.
Getting Started Using SM 3rd Party Tools Analytics Going Further
Analytics (Listening and Research)
Getting Started Using SM 3rd Party Tools Analytics Going Further
Visual Engagement• Avoid disruptive
watermarking:– Anything that may interfere
with the visual experience of the media you are sharing.
• Stock images should be used as a last resort.
• Photoshop is expensive. Consider:– GIMP;– Pixlr.
Getting Started Using SM 3rd Party Tools Analytics Going Further
4. Understanding Analytics
• Introduction;• Optimising for your audience;• Optimising for yourself;• Performance indicators.
Getting Started Using SM 3rd Party Tools Analytics Going Further
What is a Reach?
Getting Started Using SM 3rd Party Tools Analytics Going Further
Audience Optimisation
Getting Started Using SM 3rd Party Tools Analytics Going Further
Personal Optimisation
Getting Started Using SM 3rd Party Tools Analytics Going Further
Performance Indicators
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5. Going Further
• Creative Cycle Online (creative.enactuslse.co.uk);
• SEO Chat;• Digital Point;• The Moz Blog.
Getting Started Using SM 3rd Party Tools Analytics Going Further
Other Social Networks• Instagram (owned by Facebook):
– Image-based;– Filters = visually stimulating;
• Vine (owned by Twitter):– Video-based;– Short (7s) and often comedic /
interesting;• Pinterest:
– Image-based (pin-board);– Online shopping products;
• Reddit:– Discussion-based;– An audience that is difficult to
predict and control.
Getting Started Using SM 3rd Party Tools Analytics Going Further