Twitter and Instagram for business

#StartUp2016, Shrewsbury

Gareth Edwards

Arrowsmith Marketing Limitedgareth.edwards@arrowsmithmarketing.co.uk

http://www.arrowsmithmarketing.co.uk

Introduction

• Working in tech and marketing for too many years to mention

• Delivered training and consultancy to Shropshire SMEs for the OBB project

• Continuing to support OBB/Shropshire Council

• Focus on the practicalities of digital marketing for Small Business

Agenda

• Introduction

• What are Twitter and Instagram? What are they for?

• Setting up

• Content

Break• Timing

• Building a network

• Measurement

• Twitter or Instagram?

• Questions

• Close

Social Media Stats

• Twitter - 316m monthly users worldwide- 15-18m UK accounts- 500m tweets per day worldwide- Engagement 0.03%

• Instagram - 400m monthly users worldwide- Currently behind Twitter in the UK- 80m photos per day worldwide - Engagement 4%

• Facebook - 1.5 billion active users worldwide- 31+m UK accounts- 4.5bn likes/350m photos pd worldwide- Engagement 0.07%%

Source:

http://expandedramblings.com/

http://www.marketingprofs.com/

Sproutsocial.com

Engagement = user interaction with brands’ posts as a

Percentage of brands’ fans or followers

Social Media Stats

• Twitter - 316m monthly users worldwide- 15-18m UK accounts- 500m tweets per day worldwide- Engagement 0.03%

• Instagram - 400m monthly users worldwide- Currently behind Twitter in the UK- 80m photos per day worldwide - Engagement 4%

• Facebook - 1.5 billion active users worldwide- 31+m UK accounts- 4.5bn likes/350m photos pd worldwide- Engagement 0.07%%

Source:

http://expandedramblings.com/

http://www.marketingprofs.com/

Sproutsocial.com

Engagement = user interaction with brands’ posts as a

Percentage of brands’ fans or followers

Instagram is the fastest growing

Social media site

Twitter and Instagram Compared

Twitter and Instagram Compared

Twitter• Text-based social networking

• Photo and video added later

• Share your content using links

• More interactive

• Real-time, fast and furious

• Lots of free management tools

• Broad range of business/consumer users

Instagram• Photo & video sharing app.

• Easy to use tools to create good content

• Users stay in Instagram (no links)

• Friendlier, slower and quieter

• A little harder to manage

• Currently consumer oriented

What Can You Do With Social Media

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What Can You Do With Social Media

• Listen – customers, market and

competitionFeedback, real time research, activity

• Customer serviceListen, respond, resolve and self-service

• Brand developmentShow credibility, personality, expertise,

values

• Increase reachConnecting, sharing, partnerships, access to target groups

• LearnAccess knowledge in the best format for you

• Communicate your offerSell-inform-entertain

• Establish “relationships”Dialogue, engagement, reward

• Support the sales process.User-friendly material, linking to point of sale, user generated content

• Paid promotionCompanies, groups, individuals.

• Improve website optimisationInbound links. Increased traffic

Brand Personality

Exercise Time

Setting up an account

• Define a meaningful user name

• Add business-relevant words to your bio

• Add a link to your website or specific page

• Use pictures or graphics

Profile images

• Use Twitter header image to highlight brand, activity, contact details etc.

• Logo or good picture for the profile picture

Optimise your profile

Exercise Time

Twitter Content

• 3 ways of working– Converse.

Chat, comment, rt & @s

– Curate. Discover, share, reformat

– Create. Messages, visuals, links

• Message – Link – Hashtag(s)

• 140 characters – 100 characters makes retweets easier

• Image or video makes tweets stand out

Instagram Content

• Pictures and video

• Filters and editing tools

• Tell a visual story– Customer benefits

– User generated

– You and your team

– Product look and use

• Captions, @s and #

#Hashtags

• A label for tweets & Instagram posts to show they are about a particular topic

• Your key to being discovered

• Click on a hashtag to see other tweets/posts with the same one

• Anybody searching for that hashtag can find your tweet/post

• Use popular ones or create your own

– Try a branded hashtag on Instagram

• Numbers

– Twitter. Max 2-3 hashtags per tweet

– Instagram. 3-5 but up to 30 relevant #s

#Hashtag Tools

Top-Hashtags.com

Hashtagify.me

Tagboard.com

A picture is worth a 1000 words

Nike Twitter video - https://twitter.com/Nike/status/685543811485847553GE Instagram https://www.instagram.com/p/-RqJBiRP_V/

Instagram - Image Tools

• Instagram pictures 1080px*1080px

• Set your smartphone to take sq pics

• Crop, skew and filter pictures

• Mayfair, Rise, Valencia, Hefe, and Nashville are popular

filters

• Basic video editing too

N.B Twitter mobile app has pic and video editing features

Image Editing Tools

Canva.Com Photofunia.Com

• Edit and create pictures, meme, graphic &

infographics

• Search Google Play or iOS App Store

• Twitter pictures min 440*220 (2:1 ratio)

PicsArts – Android App

Content

Exercise Time

Timing and Frequency

Twitter Timing and Frequency

• Aim for 2-3 per day

• Don’t send all at once

• B2B business hours/ B2C evenings and weekends

• Mix of original posts, retweets, mentions and replies

• Keep it up

• Scheduling tools are available

Source: Neil Patel - quicksprout.com

Instagram Timing and Frequency

• Instagram content is “stickier”

• Posting frequency can be less

• Big brands post 1 or 2 times per day

• Evenings are the best time to post

• Keep it up

Create a Content Calendar

• What are you

up to?

• What are your

customers

interested in?

• What’s going on

in your sector?

Content Calendar

Exercise Time

Build your network

• Built-in connection features

– Social Media

– Contacts

– Suggestions

Build your network

• Built-in connection features

• Be active

– What do people value?

– Make them timely & regular

– “Newsjack”

– #conversations like #shropshirehour

Build your network

• Built-in connection features

• Be active

• Search relevant words, hashtags and influencers– Location

– Sector

– Key topic

– Peoples’ names

– Brands or product names

Build your network

• Built-in connection features

• Be active• Search relevant words,

hashtags and influencers• External promotion

– Websites– Social media – buttons

and feeds– Email signatures– Shop signs

Influencers

Exercise Time

Engagement

https://twitter.com/hashtag/BritainsUgliestCarpet?src=hash

Engagement

https://twitter.com/hashtag/BritainsUgliestCarpet?src=hash

Getting people to respond

to your output

Building Engagement

• Capture attention

• Ask for a response

• Reply, comment, like, double tap mention and share

• Participate - post - proactive

– Competitions / Surveys / Tips and advice

– Groups

– Make it regular / get the timing right

Ads

• Pay Per Click advertising on both

• Take the form of sponsored posts

• Highly targetable

• Instagram taps into Facebook users information

• Choose between increasing followers or clicks

• Bids/budgets drive potential audience

Measuring Success

• Driven by your social media goals

• Brand awareness– Followers, RTs,

mentions

• Engagement/ relationships– RTs, mentions, likes,

comments

• Leads/Sales– Clicks, calls or emails

Measurement Tools

Twitter Analytics

Google Analytics

picstats.com

Management Tools

Hootsuite Latergram.me

Unfollowers.com

Twitter or Instagram?

Twitter

• Generate click throughs

• Text, pics and video

• Audience 25s up-ish

• Daily commitment

• B2B or B2C

• Practical

Instagram

• Brand awareness

• Visual

• Audience under 25s-ish

• Artistic commitment

• B2C

• Fun

Twitter or Instagram?

Twitter

• Generate click throughs

• Text, pics and video

• Audience 25s up-ish

• Daily commitment

• B2B or B2C

• Practical

Instagram

• Brand awareness

• Visual

• Audience under 25s-ish

• Artistic commitment

• B2C

• Fun

Key Questions• Are your target customers using them?

• Are your customers searchers or finders?

• Do you have something interesting/valuable to say?

Q&A

Questions?Now

After the event

Email

Phone

Before you go

Links & contact details

Social Media Informationhttp://www.socialmediaexaminer.com

http://mashable.com

http://www.sitepronews.com/

http://www.hubspot.com

Toolshttp://www.canva.com

http://www.photofunia.com

http://www.hootsuite.com

http://buffer.com

http://hashtagify.me/

http://top-hashtags.com/instagram/

http:/unfollowers.com

http://www.Picstats.com

http://www.latergram.me

PicsArts – App

Latergramme – App

Repost - App

gareth.edwards@arrowsmithmarketing.co.uk

LinkedIn http://uk.linkedin.com/in/garethjedwards

Facebook www.facebook.com/arrowsmithmarketing

Twitter www.twitter.com/arrowsmith_mkt

Instagram @gazzered

Download the presentation from http://www.arrowsmithmarketing.co.uk

https://help.instagram.com/https://support.twitter.com/http://www.contentmarketinginstitute.comhttp://www.hootsuite.com

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