Dos and dont's of social media, 11th May 2016, Durham
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Transcript of Dos and dont's of social media, 11th May 2016, Durham
Dos and Dont's of Social Media
Hello...
What's it all about...?
Social media plays a vital role within business today
Why do social media...?
It totally depends on what you want to achieve
Your social media strategy...
Six basic steps with some clever stuff on top
Step one...
Define your objectives
Example...
As an online bike retailer you want to:
Increase t/o by 30%
Drive traffic to your website
Grow your social media community
Encourage engagement
Improve conversion from engagement to website visits
Step two...
Who is your audience?
Example...
You look at existing customer profile data and find your audience is mainly:
Male
Aged between 25 - 55
Affluent ABC1
Live in cities with good transport links to the countryside
Active, health conscious and 'outdoorsy'
Step three...
What appeals to your audience?
Example...
By researching online (more on this later) you know your audience is motived by:
Lighter frames
Thinner tyres
Performance enhancing tips
Race-day nutrition
Post-training recovery advice
Step four...
Where is your audience online?
Example...
*Other platforms are available:
Step five...
When is your audience online?
Example...
By using some clever tools (more on this later) you know your audience is online:
Early in the morning
Later in the evening
Between 12-2pm in the afternoon
Frequently throughout the day on a Saturday
From the afternoon onwards on a Sunday
Step six...
How do these platforms work?
Example...
How different platforms work will impact what 'stuff' (known as content) you put out across the channels:
Facebook vs Twitter
Instagram vs SnapChat
The list goes on...
The clever stuff...
Content: 70 / 20 / 10
You're ready to go...
But...
There's a new way of working
PESO...
Social media isn't 'free' any more:
Paid
Earned
Shared
Owned
PESO...
Here's the deal:
Paid – promoted posts and advertising
Earned – third party endorsement
Shared – influencers
Owned – channels you control the content on
A model for best practice...
Paid, earned and shared to amplify owned
The ideal...
Broadcast > Engage > Advocates
Measurement & Evaluation...
Are you meeting your objectives?
Vanity metrics...
Followers increased by X...
...So what?!
Social media and R&D...
Listen to what your audience is telling you
Top tips and tools...
Defining your audience:
Facebook Insights
Twitter Insights
Other owned data i.e. customer insight data
Top tips and tools...
What appeals to your audience:
Google Suggest
Brandwatch
Hashtag searches
Top tips and tools...
Where is your audience:
Check out your competitors*
Research – there's loads of articles out there
Trial and error
Top tips and tools...
When is your audience online:
Sumall
Social media platform's owned insights
Research – there's loads of articles out there (again!)
Top tips and tools...
Finding influencers online:
FollowerWonk
Topsy
Hootsuite
Other great resources...
#PRstack
Questions...
Ask away...!
This presentation was delivered at an APM event
To find out more about upcoming events please visit
our website www.apm.org.uk/events